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Chapter 14. Presenting Your Executive Su... > Organizing Your Executive Summary

Organizing Your Executive Summary

An Executive Summary is not an abstract, an introduction, or a preface to your business plan. This is a mistake most business plan writers make. In fact, the Executive Summary is a compact, miniature version of your total business plan and should stand alone. The Executive Summary should “sell and tell” everything about your business concept in no more than two to three pages. Think of it as a business plan within a business plan.


You might be thinking that summarizing your business plan in just a few pages is quite a task. It is. That's why the Executive Summary is written last—after you've thought through your entire business concept and nailed down all the details. Your task is to hook the reader immediately within the first few sentences of your summary. Get to the point of your plan and get to it quickly. Tell the reader about your unique selling position, why your idea differs from others in the market, the size of your marketplace, the percentage of the market you intend to capture, and when you intend to capture it.


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