1. © 2 0 1 4 L E S C H A R M 1
NOT A BUSINESS PLAN

2. DIRECTION FINDER( AN EXECUTIVE SUMAMRY)
Everybody shall
understand where YOU
are headed!!!!!!
And
Are they interested ?
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3. CHARACTERISTICS OF AN EXECUTIVE
SUMMARY THAT SELLS
Points me in the right direction - e.g. not
just another company in the health
space, but.…
Makes it easy - uses clear and concise
language, graphics
Helps me find what I ( source of capital)
look for
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4. CHARACTERISTICS OF AN EXECUTIVE
SUMMARY THAT SELLS - 2
Gives me something special - new insight
into the market e.g. definition,
competition
Presents a compelling rationale and
positioning
Shows the “unfair” competitive advantage
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5. CONTENTS OF AN EXECUTIVE SUMMARY
(It’s a subjective thing –but you know it when you see
it)
CONCISE
CLEAR
CONTAINS THE MEAT
COMPREHENSIVE
COMPELLING
plus: Considers The “Unfair” Advantage
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6. CONTENTS OF AN EXECUTIVE SUMMARY
THE MEAT
 THE POSITIONING/SIZE
 THE MARKET NEED/PAIN
 THE PRODUCT SOLUTION
 THE VALUE PROPOSITION
 THE PEOPLE

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7. CONTENTS
Not necessarily always the same
Not always the same order
FIGURE OUT THE BEST WAY TO
TELL WHY THIS IS SPECIAL AND
WILL BE A SUCCESS to whomever
the audience you are giving it
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8. WHAT DOES IT LOOK LIKE
Pictures and graphs help make the point
Bullets make it easier
Underlines etc…
Don’t forget this easy
stuff………REMEMBER
If they don’t get it---YOU DIDN’T GET IT !!!!
*************
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9. THINGS TO THINK ABOUT
This is not a company
advertisement
IT IS CUSTOMER FOCUSED !!!!!
Think outputs NOT inputs
If you have multiple plants –why
is that important to the
customer????
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10. © 2 0 1 4 L E S C H A R M 10Who are the competitors---
AND THERE ARE SOME

11. © 2 0 1 4 L E S C H A R M 11
JUST THE PEARLS OF WISDOM

12. SPECIAL CONSIDERATIONS
A great Exec. Sum. makes it easier to
communicate with many interested groups.
board
employees
bank and other lenders
vendors/partners
customers
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13. SUMMARY
An Exec. Sum. forces you to get
to the why has this opportunity
got a HIGH probability of
“success”!
And maintaining “success”
And do it succinctly !!
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14. JUST THE MAIN POINTS, LEAVE THE FUZZY
STUFF OUT!
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15. A 3 MINUTE PRESENTATION
GREAT STUFF ONLY
WHAT DO I WANT TO KNOW TO INVEST ( OR
LEND TO)
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16. WHAT DO THE OTHERS HAVE TO DO ??
1. I don’t understand…..
2. I would have expected….
3. Did you know…..
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Be prepared to ask the presenter the following….

17. © 2 0 1 4 L E S C H A R M 18
ACTION!!!!!!