Would you ever go to a job interview wearing sweats and a T-shirt? Probably not–unless you didn’t want the job in the first place. Most of us know how important first impressions are. The same is true for the executive summary in your business plan. Investors will decide from your summary whether they’ll read any further. It’s your foot in the door, and if it doesn’t look good, you’ll get the door slammed in your face.
Although your executive summary can include many things, we suggest you keep it short and sweet–one page if possible. These are the two cardinal rules in writing a winning executive summary:
- make your business sound promising
- let your investors know what’s in it for them
Executive summaries are typically made up of highlights from each section of your business plan. This does not, however, mean a regurgitation of your plan’s details, but rather a fresh slant or interpretation of the facts underlying your plan. Just remember there are millions of ways to say “I love you.” It’s up to you to choose words your investors won’t forget. Think of your summary as your selling tool; give it some personality and charm. Make it interesting to read.
These are the five basic points you should include in your executive summary, along with some ideas of what you might say for each one: