Deese Marketing Association

Your executive summary should appear first in your business plan. It should summarize what you expect your business to accomplish. Since it’s meant to highlight what you intend to discuss in the rest of the plan, the Small Business Administration suggests that you write this section last.

A good executive summary is compelling. It reveals the company’s mission statement, along with a short description of its products and services. It might also be a good idea to briefly explain why you’re starting your company and include details about your experience in the industry you’re entering.

Business Plan: Executive Summary
​The Executive Summary should be written last after the remainder of the plan has been finished. It is an overview (with a suggested length of no more than one page) of the business, including the problem the business aims to solve, why this business’ solution is different, the business’ ideal customer, and the expected results. The Executive Summary should provide a high-level and optimistic description of the company.

If the business requires outside investment or external investors, include how much is needed, how it will be used, and how it will make the business more profitable. Think of this section as the first thing a potential investor reads, thus, it must capture their interest quickly.

Suggested headings to organize this business plan include the following.

Opportunity: What problem will the business solve?

Mission: What problem will the business solve?

Solution: How will the service uniquely solve the problem identified?

Market focus: What market and ideal customers will the business target?

Competitive advantage: How does the business intend to succeed against its competitors?

Ownership: Who are the major stakeholders in the company?

​Expected returns: What are the key milestones for revenue, profits, growth, and customers?

[Company Name] __________________ (write what you do such as helps, provides, sells, manufactures, etc.) __________________ (write what you offer such as food, services, software, etc.) to __________________ (write who your customers are such as teenagers, new parents, business managers) with the following benefits __________________ (write your benefits, e.g., faster, more reliable, lower cost).

For example: Jones Pastry Shop sells freshly baked good to local residents in and around Springfield. We are unique because we have amazing tasting products in a convenient location at reasonable prices.

Business Overview
Your Business Overview is a one-to-two line explanation of your business. The following are examples:

1. We are an organic restaurant located in Miami, FL
2. We operate a social networking website for working mothers
3. We are a software development company that enables individuals to more
efficiently complete their taxes

The next section that should appear in your business plan is a company description. It’s best to include key information about your business, your goals, and the customers you plan to serve.

Your company description should also discuss how your business will stand out from others in the industry and how the products and services you’re providing will be helpful to your target audience.

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