Writing an Executive Summary

The Executive Summary is a brief document that should address fundamental issues that would be of interest to potential investors. The summary should highlight the most important and interesting points of your business, which should give potential investors a general understanding of why your venture will succeed.  

The following suggested organization is based on the judging criteria. A complete competition packet is available for download here.

Cover Page 

The Executive Summary must have a cover page listing the company name, primary contact, mailing address, telephone, and e-mail address.
The summary should be no more than seven numbered pages in length including the cover page and any financial information or exhibits such as tables, graphs and photos. No compressed type is permitted. Font size must be 12-point and the page must be set with one-inch margins on all sides.  Times New Roman font is preferred. 

The Company

Explain the purpose of your business and why your company will be successful. Include a brief history of your company and its current status, including whether the company is publicly or privately held or a start-up. State your company’s long-term objectives and strategy (i.e. to go public, to command 10% of the market share after ten years, to reach $50 million in sales after five years, etc.). If you are currently in business, describe your revenue growth and profitability. 

Product(s) and Service(s)

First, identify specific planned products and projects. Include information about their current status, deadlines, expected product life, and potential revenue. Describe distinctive features and user benefits relative to market needs and the product(s)/service(s) of the competition. Explain any proprietary positions such as copyrights, trademarks, patents, trade secrets, special production processes or technological skills. Discuss pricing and margins both for your product(s)/service(s) and those of your competitors. Carefully consider any governmental regulations and/or environmental issues as well. 

The Market and Marketing Strategy

Give a detailed description of the needs in the market that your product(s) / service(s) will satisfy. Consider what market factors or issues are driving the need for your product and identify your consumers. Assess the market size, anticipated growth and any potential changes. Thoroughly assess the competition and their competitive and strategic positions in the market. Explain any unique capabilities that differentiate your company from the competition and that will drive your company’s success. Describe your market strategy regarding promotion, pricing and distribution.

Management

Explain the current or anticipated organizational structure of the company and the history of the management team. Provide brief backgrounds of key individuals in your organization including skills relevant to this job, the specific value they add to the company, and past successes and achievements. Assess the synergy between these key individuals and explain why they would be an effective management team. Identify any immediate personnel needs.
 

Financial Summary

Give a brief history of past investments, if any, and their terms. Specify initial and subsequent funding needs and estimate the timing and nature of expected investor returns. Evaluate, if possible, the returns to investors of similar businesses and indicate an exit strategy (i.e., merger, acquisition, or initial public offering). You must provide realistic projections of sales, revenues, expenses, and income over a three-year period. State and briefly justify the financial assumptions used to generate these projections. 

Opportunity Statement

“How you would present your business verbally to a potential customer or investor in less than two minutes? What generated this idea? Why is now the best time to create the business? What will make your business stand out and survive? What is your product or service concept? 

Market opportunity and Strategy

Who is interested in this product or service? Where is this group of people located? How will you change the lives of your clients? What actions must be taken on your part to ensure public acceptance of your service or product? What initial response do you expect and how will you increase your sphere of influence? What initial proof can you offer to investors and the public that this business will succeed? 

Competitive Advantage

Why is your business better than the next one promising the same or similar services or products? How will you protect this advantage? Who are your competitors? What proprietary advantages do you have? 

Management Team

Who are you and what is your background? What related experience does your team have? Who have they worked for in the past? What are they doing in the business now? How much have they invested into the business? 

Finances

What are the proposed funding needs? How will the money be used? What are your projected revenues for the next three years? If you won money through the contest, how will you use the funds? How will your company generate revenues? What are your gross and operating margins?” 

Quoted Text © Copyright 1986 Wayne Brown Institute. All rights reserved.