Writing an Executive Summary

Our two cents, modeling our belief that E.S’s must be short, without B.S’s.

Start with the Market Opportunity

A viable market opportunity meets these criteria:

• Large
• Growing
• Untapped
• Accessible

Description of Product and Service

• What does it do – it’s purpose and function
• How is your product unique
• Keep this part short and understandable

Customer Acquisition /Marketing Strategy

• Give the key focus for your marketing efforts
• Who is going to buy, and how will you find them

Competition

• Name them
• Trounce them in one sentence

Financial Projections

• Use a chart or table
• Take it out of your Business Model
• Show the numbers before and after profitability
• Including financing plans
• Make it believable, realistic

People

• Creditability is key; what has the team done?
• How long have they done it?
• Why will they win?