Executive Summary

The document starts with an executive summary describing the highlights
of the business plan. Even though your entire business is well described
later on, a crisp, three- or four-page introduction helps to capture the immediate
attention of the potential investor or lender. The executive summary is
just that—a compact summary of the whole plan. In it, you should explain
• what sort of company it is,
• what your product or service will be,
• why your business will be unique,
• whom the management team is comprised of, and
• how much money you need, in what stages, and how you will use it.
It is important that this summary be your best. Remember, this may be
the only chance you have to attract attention. Some people say that busy
lenders read only the executive summary; if it doesn’t grab them by the lapels,
they move on to the next plan. Make sure your executive summary sells your
idea so the reader will retain interest and continue reading. Because the executive
summary is so important, you might want to write it last, after you
have thought through the entire plan.