Part 1: The Executive Summary

What do you see as the principal risks to the business? (Product, Market, Financial, Team, Execution)

A concise overview of the entire plan along with a history of your company. This section tells your reader where your company is and where you want to take it. ) No more than 4 pages.)

Contents of the Executive Summary

• The Mission Statement – The mission statement briefly explains the thrust of your business. It could be two words, two sentences, a paragraph, or even a single image. It should be as direct and focused as possible, and it should leave the reader with a clear picture of what your business is all about.
• Date business began
• Names of founders and the functions they perform
• Number of employees
• Location of business and any branches or subsidiaries
• Description of plant or facilities
• Products manufactured/services rendered
• Banking relationships and information regarding current investors
• Summary of company growth including financial or market highlights (e.g. your company doubled its worth in a 12-month period; you became the first company in your industry to provide a certain service)
• Summary of management’s future plans – With the exception of the mission statement, all of the information in the Executive Summary should be highlighted in a brief, even bulleted, fashion. Remember, these facts are laid out in-depth further along in the plan.

New Businesses: focus on your experience and background as well as the decisions that led you to start this particular enterprise. Include information about the problems your target market has and what solutions you provide. Show how the expertise you have will allow you to make significant inroads into the market. Tell your reader what you’re going to do differently or better. Convince the reader that there is a need for your service or product, then go ahead and address your (the company’s) future plans.