Strictly Private & Confidential
XYZ Company Limited
The Old Manor House
Somewhere Down South
Avalon AV1 234B
Tel: 01234 567 890 Fax: 01234 567 891
The executive summary is the most important part of the business plan. Many people will only read this. The summary in itself will not secure an investor, however, it can loose them.
Quality - the quality of the summary must therefore be outstanding and you should pay particular attention to it. Obtain critical feedback from others on your drafts.
Stand-alone - it is also used as a stand-alone document when introducing the project to others so it must be able to capture interest and entice the reader to take the next step and request more information - and secure a meeting.
Style cogent and terse. It should be direct and organized as a series of bulleted paragraphs, each deals with one key area. No waffle.
Length - ideally one page, and certainly not more than two pages.
Content - it needs to:
Introduce the project in terms of what area it is concerned with, what it is trying to do, and list the key individuals and advisors involved
Describe the stage the project reached particularly in terms of the "readiness for market" of its products, or product concepts, and outline any intellectual property, such as patents, that may support the products
Highlight the main market characteristics, including size and growth, and specify the market opportunity that you are addressing
State the central competitive advantages of your products and/or processes, how distinct they are from the competition and in what way, and how these are important to customers
Summarize the objectives of the company in the short and long term, and quantify these with specific numbers. Outline the key strategies you will use to achieve them
Include any "evidence of... [continues]
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