executive summary business plan esempio

Business Plan Executive Summary Example & Template

Updated: Jun 3, 2024, 1:03pm

Table of Contents

Components of an executive summary, how to write an executive summary, example of an executive summary, frequently asked questions.

A business plan is a document that you create that outlines your company’s objectives and how you plan to meet those objectives. Every business plan has key sections such as management and marketing. It should also have an executive summary, which is a synopsis of each of the plan sections in a one- to two-page overview. This guide will help you create an executive summary for your business plan that is comprehensive while being concise.

Featured Partners

ZenBusiness

$0 + State Fees

Varies By State & Package

On ZenBusiness' Website

On LegalZoom's Website

Northwest Registered Agent

$39 + State Fees

On Northwest Registered Agent's Website

$0 + State Fee

On Formations' Website

The executive summary should mimic the sections found in the business plan . It is just a more concise way of stating what’s in the plan so that a reader can get a broad overview of what to expect.

State the company’s mission statement and provide a few sentences on what the company’s purpose is.

Company History and Management

This section describes the basics of where the company is located, how long it has been in operation, who is running it and what their level of experience is. Remember that this is a summary and that you’ll expand on management experience within the business plan itself. But the reader should know the basics of the company structure and who is running the company from this section.

Products or Services

This section tells the reader what the product or service of the company is. Every company does something. This is where you outline exactly what you do and how you solve a problem for the consumer.

This is an important section that summarizes how large the market is for the product or service. In the business plan, you’ll do a complete market analysis. Here, you will write the key takeaways that show that you have the potential to grow the business because there are consumers in the market for it.

Competitive Advantages

This is where you will summarize what makes you better than the competitors. Identify key strengths that will be reasons why consumers will choose you over another company.

Financial Projections

This is where you estimate the sales projections for the first years in business. At a minimum, you should have at least one year’s projections, but it may be better to have three to five years if you can project that far ahead.

Startup Financing Requirements

This states what it will cost to get the company launched and running. You may tackle this as a first-year requirement or if you have made further projections, look at two to three years of cost needs.

The executive summary is found at the start of the business plan, even though it is a summary of the plan. However, you should write the executive summary last. Writing the summary once you have done the work and written the business plan will be easier. After all, it is a summary of what is in the plan. Keep the executive summary limited to two pages so that it doesn’t take someone a long time to peruse what the summary says.

Start A Limited Liability Company Online Today with ZenBusiness

Click to get started.

It might be easier to write an executive summary if you know what to expect. Here is an example of an executive summary that you can use as a template.

Bottom Line

Writing an executive summary doesn’t need to be difficult if you’ve already done the work of writing the business plan itself. Take the elements from the plan and summarize each section. Point out key details that will make the reader want to learn more about the company and its financing needs.

How long is an executive summary?

An executive summary should be one to two pages and no more. This is just enough information to help the reader determine their overall interest in the company.

Does an executive summary have keywords?

The executive summary uses keywords to help sell the idea of the business. As such, there may be enumeration, causation and contrasting words.

How do I write a business plan?

If you have business partners, make sure to collaborate with them to ensure that the plan accurately reflects the goals of all parties involved. You can use our simple business plan template to get started.

What basic items should be included in a business plan?

When writing out a business plan, you want to make sure that you cover everything related to your concept for the business,  an analysis of the industry―including potential customers and an overview of the market for your goods or services―how you plan to execute your vision for the business, how you plan to grow the business if it becomes successful and all financial data around the business, including current cash on hand, potential investors and budget plans for the next few years.

• Best LLC Services
• Best Registered Agent Services
• Best Trademark Registration Services
• Top LegalZoom Competitors
• Best Business Loans
• Best Business Plan Software
• ZenBusiness Review
• LegalZoom LLC Review
• Northwest Registered Agent Review
• Rocket Lawyer Review
• Inc. Authority Review
• Rocket Lawyer vs. LegalZoom
• Bizee Review (Formerly Incfile)
• Swyft Filings Review
• Harbor Compliance Review
• Sole Proprietorship vs. LLC
• LLC vs. Corporation
• LLC vs. S Corp
• LLP vs. LLC
• DBA vs. LLC
• LegalZoom vs. Incfile
• LegalZoom vs. ZenBusiness
• LegalZoom vs. Rocket Lawyer
• ZenBusiness vs. Incfile
• How To Start A Business
• How to Set Up an LLC
• How to Get a Business License
• LLC Operating Agreement Template
• 501(c)(3) Application Guide
• What is a Business License?
• What is an LLC?
• What is an S Corp?
• What is a C Corp?
• What is a DBA?
• What is a Sole Proprietorship?
• What is a Registered Agent?
• How to Dissolve an LLC
• How to File a DBA
• What Are Articles Of Incorporation?
• Types Of Business Ownership

Next Up In Business

• Best Online Legal Services
• How To Write A Business Plan
• Member-Managed LLC Vs. Manager-Managed LLC
• Starting An S-Corp
• LLC Vs. C Corp
• How Much Does It Cost To Start An LLC?

What Is SNMP? Simple Network Management Protocol Explained

What Is A Single-Member LLC? Definition, Pros And Cons

What Is Penetration Testing? Definition & Best Practices

What Is Network Access Control (NAC)?

What Is Network Segmentation?

How To Start A Business In Louisiana (2024 Guide)

Kimberlee Leonard has 22 years of experience as a freelance writer. Her work has been featured on US News and World Report, Business.com and Fit Small Business. She brings practical experience as a business owner and insurance agent to her role as a small business writer.

Cassie is a deputy editor collaborating with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.

How to Write an Executive Summary (+ Examples)

• March 21, 2024
• Business Plan , How to Write

The executive summary is the cornerstone of any business plan, serving as a gateway for readers to understand the essence of your proposal.

It summarizes the plan’s key points into a digestible format, making it crucial for capturing the interest of investors, partners, and stakeholders.

In this comprehensive guide, we’ll explore what the executive summary is, why we use it, and also how you can create one for your business plan. Let’s dive in!

What is an Executive Summary?

An executive summary is a concise and compelling overview of a business plan (or simply a report), designed to provide readers, such as investors, partners, or upper management, with a quick and clear understanding of the document’s most critical aspects.

For a business plan, it summarizes the key points including the business overview , market analysis , strategy plan timeline and financial projections.

Typically, the executive summary is the first section of a business plan, but it should be written last to ensure it accurately reflects the content of the entire document.

The primary goal of an executive summary is to engage the reader’s interest and encourage them to read the full document.

It should be succinct, typically no more than one to two pages, and articulate enough to stand on its own, presenting the essence of the business proposal or report without requiring the reader to go through the entire document for basic understanding.

Why Do We Use It?

The executive summary plays a crucial role in whether a business plan opens doors to funding, partnerships, or other opportunities . It’s often the first (and sometimes the only) part of the plan that stakeholders read, making it essential for making a strong, positive first impression. As such, we use it in order to:

• Capture Attention: Given the volume of business plans investors, partners, and lenders might receive, an executive summary’s primary function is to grab the reader’s attention quickly. It highlights the most compelling aspects of the business to encourage further reading.
• Save Time: It provides a succinct overview of the business plan, allowing readers to understand the key points without going through the entire document. This is particularly beneficial for busy stakeholders who need to make informed decisions efficiently.
• Facilitate Understanding: An executive summary distills complex business concepts and strategies into a concise format. Therefore, it makes it easier for readers to grasp the business’s core mission, strategic direction, and potential for success.
• Driving Action: By summarizing the financial projections and funding requirements, an executive summary can effectively communicate the investment opportunity. Indeed the investment opportunity, whether to raise money from investors or a loan from a bank, is the most common reason why we prepare business plans.
• Setting the Tone: The executive summary sets the tone for the entire business plan. A well-written summary indicates a well-thought-out business plan, reflecting the professionalism and competence of the management team.

How to Write an Executive Summary in 4 Simple Steps

Here’s a streamlined approach to crafting an impactful executive summary:

1. Start with Your Business Overview

• Company Name: Begin with the name of your business.
• Location: Provide the location of your business operations.
• Business model: Briefly describe how you make money, the producfs and/or services your business offers.

2. Highlight the Market Opportunity

• Target Market : Identify your target market and its size.
• Market Trends : Highlight the key market trends that justify the need for your product or service.
• Competitive Landscape : Describe how your business is positioned to meet this need effectively.

3. Present Your Management Team

• Team Overview: Introduce the key members of your management team and their roles.
• Experience: Highlight relevant experience and skills that contribute to the business’s success.

4. Include Financial Projections

• Financial Summary: Provide a snapshot of key financial projections, including revenue, profits, and cash flow over the next three to five years.
• Funding Requirements: If seeking investment, specify the amount needed and how it will be used.

2 Executive Summary Examples

Here are 2 examples you can use as an inspiration to create yours. These are taken from our coffee shop and hair salon business plan templates.

Coffee Shop Executive Summary

Hair Salon Executive Summary

Related Posts

Pro One Janitorial Franchise Costs $9K – $76K (2024 Fees & Profits)

• July 5, 2024

Dance Studio Business Plan PDF Example

• June 17, 2024
• Business Plan

Carpet and Upholstery Cleaning Business Plan PDF Example

Privacy overview.

How to Write a Business Plan Executive Summary (Example Included!)

How do you turn your brilliant business idea into a reality? You've done your homework and know that to get investors or partners, you need a business plan . But more than that, you want to really stand out and make a strong first impression—and that's where the business plan executive summary steps in.

This key section gives a quick snapshot of your entire business strategy, and is designed to catch the interest of potential investors, stakeholders, or partners. It can be the difference between landing that dream deal or getting lost in the slush pile.

So, what's better than a business plan executive summary example to point you in the right direction? Below, you'll find a great one—plus tips on what to include, what to avoid, and how to craft yours.

What is a business plan executive summary?

A business plan executive summary is a condensed overview of the key elements of your business plan. It introduces your business, what you offer (products or services), your target market, and what sets you apart from the competition. It also outlines your financial projections and funding needs (if applicable) and gives a clear picture of your company description and vision.

Your business plan executive summary could be decisive in several situations:

• Pitching to investors: Investors often make preliminary decisions based on the executive summary. A well-crafted summary can get you a meeting and a chance to present your full business plan.
• Summarizing for stakeholders: Stakeholders need to quickly understand your business's direction and key strategies. An executive summary gives them a concise update.
• Business competitions: In many business plan competitions, judges rely on the executive summary to decide which plans move to the next round.

Now that you understand the importance of an executive summary in a business plan, let’s see the key components that make up a winning one.

What should an executive summary include in a business plan

Crafting an effective executive summary means transforming the most critical elements of your business plan into a clear and compelling story. It's typically positioned at the beginning of the document but is written last to ensure it accurately reflects the entire plan.

Here are the key parts of an executive summary in a business plan:

Mission statement

Your mission statement is the heart of your business; it can grab your audience's attention and clarify your business’s core values and objectives. Briefly describe your company’s purpose and what you aim to achieve.

Company history and management team

Provide a brief overview of your business’s history, noting key milestones and achievements. Introduce your management team, highlighting their experience and expertise. This section helps build credibility and shows that you have a capable team behind the business.

Products or services

Describe the products or services your business offers, focusing on what makes them unique and how they meet market needs. This part should clearly explain the value your offerings provide.

Target market

Define your target customers, including their demographics, needs, and pain points. Highlight the demand for your products or services and how your business meets this demand. Assess your main competitors, identifying their strengths, weaknesses, and market share.

Competitive edge

Identify what sets your business apart from the competition. This could be unique technology, excellent customer service, a strong brand, patents, or trademarks—anything that really gives you an edge. Emphasize these strengths to show why your business will thrive in the market.

Financial projections

Give a high-level overview of your financial projections, covering revenue, profit margins, and growth expectations. This section should reassure readers about your business’s financial viability and potential for success. Do not forget to include the amount of funding you're seeking and how you'll use it to achieve your goals.

Speaking of funding, you can build your dream business with the help of a high-paying job—browse open jobs on The Muse »

How to write a business plan executive summary: Dos and Don'ts

So, how do you write an executive summary for a business plan? Here's what you should do—and what you should avoid.

• Hook them early: Start with a captivating introduction that grabs the reader's attention. This could be a strong opening statement or an impactful statistic that highlights your most compelling value proposition.
• Write with clarity: Keep your language clear and straightforward. Using jargon or technical terms could confuse your audience.
• Tell a story : People are naturally drawn to stories. Try to frame your business plan executive summary as a narrative that includes challenges and successes.
• Focus on impact: Prioritize the most important information. Remember, it's a summary, not the full story.
• Quantify your success: Use data and metrics whenever you can to back up your claims about market size, growth potential, and financial projections.
• Proofread like a pro: Typos and grammatical errors can leave a negative impression. Double (or triple) check your work before sending it out. Don’t just use spelling and grammar check—actually re-read it to catch any mistakes.
• Showcase your passion: That should be the easy part. Just let your enthusiasm for your business and its mission shine through!
• Bury the lead: Don't wait until the end to share your most important information. Start strong and capture their interest right away.
• Be too vague: Instead, be specific and provide concrete details. Vague statements don’t add value or clarity, so they don't belong in your business executive summary.
• Ignore your audience: Tailor your summary to the needs and interests of your audience. Consider what they need to know and what will capture their interest.
• Overpromise and underdeliver: Be realistic about your projections and timelines. Setting unrealistic expectations can damage your credibility.
• Get bogged down in details: Save the nitty-gritty details for your full business plan. Focus on the key highlights in your executive summary.
• Forget the call to action: Tell your readers what you want them to do next. Do you want them to invest? Partner with you? Clearly outline your desired outcome.
• Write in a vacuum: Get feedback from trusted advisors or mentors before finalizing your summary. Fresh eyes can help spot areas for improvement.

Business plan executive summary example

Wondering how these tips look in action? Here's the business plan summary example you've been looking for.

This one is for a fictitious company—let's call it Econnovate—specializing in renewable energy solutions. Use it as a guide to craft your own business plan executive summary.

Mission and vision statements

Econnovate is revolutionizing the energy landscape with innovative, sustainable solutions that empower businesses and communities to embrace a cleaner future. Our mission is to use the power of renewable energy sources to provide innovative, affordable, and sustainable energy solutions to reduce our reliance on fossil fuels and create a more environmentally conscious world.

Founded in 2021, Econnovate is a team of passionate engineers and environmental enthusiasts dedicated to developing cutting-edge renewable energy technologies. Our team boasts over 50 years of combined industry experience, including experts in technology, marketing, and operations. Headquartered in Denver, CO, we operate with a global mindset, serving clients across diverse industries and geographies.

Our products

Econnovate's flagship product, SolarMax, is a cutting-edge solar panel system that offers 20% more efficiency than conventional panels. Additionally, we provide EcoBattery, a state-of-the-art energy storage solution that maximizes the utility of our solar panels, ensuring energy availability even during non-sunny periods. Our products are designed to be both cost-effective and easy to install, making sustainable energy accessible to a wider audience.

The global renewable energy market is expected to grow at a CAGR of 7.8% over the next decade. Our target market includes environmentally conscious homeowners and businesses seeking sustainable energy solutions. With increasing regulatory support and growing environmental awareness, the demand for our products is poised for substantial growth.

Econnovate’s proprietary solar technology not only increases efficiency but also reduces costs, giving us a significant edge over competitors. We not only provide renewable energy solutions but also adhere to sustainable practices in our own operations. Additionally, our exceptional customer service and strong brand reputation further differentiate us in the marketplace. We also offer comprehensive warranties and maintenance services, ensuring long-term customer satisfaction and loyalty.

We project a 30% annual revenue growth over the next five years, with profitability expected to be achieved by year three. Our robust financial model is based on conservative estimates and thorough market analysis. By year five, we anticipate generating $50 million in annual revenue, with a healthy profit margin of 15%.

We are seeking $2 million in funding to scale our manufacturing capabilities and expand our market reach. This investment will enable Econnovate to double production capacity and increase market share by 15% within two years. The funds will be allocated to enhancing our production facilities, boosting our marketing plan, and expanding our sales team.

1. What is an executive summary in a business plan?

It's a concise summary of the key points of a business plan, highlighting the business’s mission, products or services, market, competitive advantages, financial projections, and funding needs. The goal is to give a quick overview that captures the reader’s interest and encourages them to read the full plan.

2. How long should an executive summary be?

An executive summary is typically one to two pages long. It should provide a concise overview without overwhelming the reader. Focus on the most important aspects of your business plan, making sure each point is clear and impactful.

3. Can I use a template to write an executive summary?

Yes! Templates offer an effective structure and help ensure you cover all essential elements. But don't just fill in the blanks. Tailor the template to fit your business and make it your own. (Feel free to use our example as a guide.)

4. Should an executive summary be written in first person or third person?

An executive summary is typically written in the third person to maintain a professional tone. However, if your business plan is for internal use or a more personal presentation, using the first person can be appropriate. The key is to keep your writing clear and professional at all times.

5. How do I make my executive summary stand out?

To make your executive summary stand out, focus on being clear and compelling. Start with a strong opening statement that grabs attention. Use visual elements like bullet points, headings, and charts to make it easy to read. Highlight your unique selling points and ensure your summary is free of complex jargon and technical language.

Remember, your executive summary is often the first impression of your business, so make it count!

How to Write an Executive Summary Execs Can't Ignore [+ 5 Top Examples]

Published: May 30, 2024

Early in my career, I was intimidated by executive summaries. They sounded so corporate and formal. But, proper name aside, they’re really just the elevator pitch or the TL;DR (too long, didn’t read) of a document.

Writing an executive summary is an important leadership skill, whether you're an entrepreneur creating a business plan or a CEO delivering a quarterly report.

So, let’s sharpen that skill.

What is an Executive Summary?

An executive summary is a brief overview of a longer professional document, like a business plan, proposal, or report. It's commonly at the beginning of a document and aims to grab a reader’s attention while summarizing critical information such as the problem or opportunity being addressed, objectives, key findings, goals, and recommendations.

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don't have to read the entire thing.

Think of it like the SparkNotes of the business world.

Documents that frequently have an executive summary include:

• Business plans
• Research reports
• Project proposals
• Annual reports

How does it differ from other business statements? Let’s compare.

Free Executive Summary Template

Use this executive summary template to provide a summary of your report, business plan, or memo.

• Company & Opportunity
• Industry & Market Analysis
• Management & Operations
• Financial Plan

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That’s where an executive summary comes in handy.

Note: Need help putting together your business plan? We’ve got a template for you.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.

3. ClickUp: Product Update Release Notes

Now, I know this article is about writing an executive summary, but I love ClickUp’s unique approach with its product release notes videos.

This digital report from research firm McKinsey Global Institute features an executive summary titled “At a Glance.”

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.

It’s compelling, easy to digest, and makes it easy to jump into the full report with download links.

5. UN: World Economic Situation and Prospects 2024

Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN) , clocking in at 16 pages.

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.

The executive summary highlights the report’s largest conclusions with headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected (something the reader will likely be most interested in).

The tone and visual design are both formal, which matches the esteem of the United Nations. Overall, this executive summary does an admirable job of making the report's information more approachable.

Make your executive summary memorable.

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digest language. If you can, get visual.

An executive summary should be concise, but also memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

Related articles.

18 of My Favorite Sample Business Plans & Examples For Your Inspiration

23 of My Favorite Free Marketing Newsletters

The 8 Best Free Flowchart Templates [+ Examples]

What is a Business Plan? Definition, Tips, and Templates

7 Gantt Chart Examples You'll Want to Copy [+ 5 Steps to Make One]

20 Free & Paid Small Business Tools for Any Budget

Maximizing Your Social Media Strategy: The Top Aggregator Tools to Use

The Content Aggregator Guide for 2024

16 Best Screen Recorders to Use for Collaboration

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

How to Write an Executive Summary

9 min. read

Updated December 13, 2023

An executive summary isn’t just the beginning of your business plan – it’s your opening act, your first chance to impress potential investors, banks, clients and other stakeholders.

An effective executive summary gives decision-makers critical information about your business instantly.

Creating an executive summary is more than just a writing exercise. It requires careful crafting and strategic thinking, as well as an ability to balance the needs to be both succinct and comprehensive.

• What is an executive summary?

The executive summary is a brief introduction and summary of your business plan. It introduces your business, the problem you solve, and what you’re asking from your readers. Anyone should be able to understand your business by simply reading this section of your plan.

While structurally it is the first chapter of your plan—you should write it last. Once you know the details of your business inside and out, you will be better prepared to write this section.

• Why write an executive summary?

The business plan executive summary provides quick access to critical information from your more detailed business plan.

It is essential for informing anyone outside of your business. Many people—including investors and bankers—will only read your summary. Others will use it to decide if they should read the rest. For you, it is a snapshot of your business to reference when planning or revising your strategy.

Now if you’re writing a business plan solely for internal use you may not need an executive summary. However, some internal plans may necessitate writing an executive summary for assignment—such as for an annual operations plan or a strategic plan .

It takes some effort to do a good summary, so if you don’t have a business use in mind, don’t do it.

• How long should it be?

Business plan executive summaries should be as short as possible. Your audience has limited time and attention and they want to quickly get the details of your business plan.

Try to keep your executive summary under two pages if possible, although it can be longer if absolutely necessary. If you have a one-page business plan, you can even use that as your executive summary.

Brought to you by

Create a professional business plan

Using ai and step-by-step instructions.

Secure funding

Validate ideas

Build a strategy

• Executive summary outline

Two pages isn’t a ton of space to capture the full scope of your vision for the business. That means every sentence of your executive summary counts.

You will want to immediately capture the reader’s attention with a compelling introduction. Without getting too lengthy, present who you are as an organization, the problem you are seeking to solve, your skills, and why you are the best entity to solve the problem you’ve outlined.

It’s crucial to establish the need or problem your business is solving in a clear manner, in order to convince your audience that it must be addressed. Following that, recommend the solution and show its value. Be clear and firm in your recommendation, making sure to justify your cause and highlighting key reasons why your organization is the perfect fit for the solution you’re proposing. Finally, a strong conclusion is needed to reiterate the main points and wrap up the executive summary.

What to include in your executive summary

1. business overview.

A one-sentence description that explains what you do, why you do it, and how you do it.

Summarize the problem you’re solving in the market and reference any data that solidifies that there is a need.

3. Solution

Describe your product or service and how it addresses the problem you identified.

4. Target market

Who is your ideal customer? Describe who they are, how they’ll benefit, and why they’re an attainable customer base.

5. Competition

Who are your competitors? List out any primary competition as well as alternatives that your customers may consider. Include key details about their current offerings, promotions, and business strategy.

6. Your team

In your executive summary, outline your organizational structure and current team. List out brief explanations of who you and your team are, your qualifications, and what your function will be within the business. It may be valuable to also highlight any gaps in your team and how you intend to fill them. If you have potential partners or candidates in mind, briefly mention them and expand on their qualifications within your full business plan.

7. Financial summary

Highlight key aspects of your financial plan that address sales, expenses, and profitability. Try to keep these in chart or graph form to ensure the information is easy to consume and resonates visually.

8. Funding requirements

This section is only necessary if you’re seeking out funding or pitching to investors. Be sure to throw out your financing number and reasoning upfront, rather than hiding it later on in your plan. It helps investors understand your position, what you’re asking for, and how you’ll use it.

9. Milestones and traction

Add initial sales, pre-sales, newsletter sign-ups, or anything else that showcases customer interest. Outline what steps you’ve already taken to launch your business, the milestones you’ve hit, and your goals and milestones for the next month, six months, year, etc.

Executive summary vs introduction

A common mistake some people make when starting an executive summary outline is thinking it performs the same function as the introduction to their business plan. In fact, the two serve different purposes and contain different types of information, even though they are both essential.

As we’ve discussed, the executive summary is a high-level overview of the entire business plan. The introduction, by contrast, dives deeper into your business, providing information about the nature of your business, the history of your company, your mission statement, products or services, and the specific problem that your business solves.

The introduction is more detailed, and usually comes right after the executive summary.

On the other hand, the introduction gives investors or lenders – anyone reading your business plan – a sense of why they should continue reading. Think of it more as the space to tell stakeholders why you are speaking to them. An executive summary can also serve this purpose, but the introduction is meant to speak more directly to your target audience, while an executive summary could give a larger audience a general overview of your business.

Tips for writing an effective executive summary

Here are a few best practices to make writing your executive summary easier, and ultimately more effective. 

1. Think of an executive summary as your pitch

The executive summary is like an elevator pitch. You’re selling someone on reading your full plan while quickly summarizing the key points. Readers will expect it to cover certain areas of your business—such as the product, market, and financial highlights, at the very least.

While you need to include what’s necessary, you should also highlight areas that you believe will spark the reader’s interest. Remember, you’re telling the brief but convincing story of your business with this summary. Just be sure that you’re able to back it up with the right details with the rest of your business plan. 

2. Write it last

Even though the executive summary is at the beginning of a finished business plan, many experienced entrepreneurs choose to write it after everything else. In theory, this makes it easier to write since all of the information is already written out and just needs to be condensed into a shorter format. 

Now, if you’ve started with a one-page plan, this process is even easier. Just use your one-page plan as a starting point and add additional details to any sections that need it. You may even find that no changes are necessary.  

3. Keep it short

Ideally, the executive summary is short—usually just a page or two, five at the outside—and highlights the points you’ve made elsewhere in your business plan. Whatever length you land on, just focus on being brief and concise. Keep it as short as you can without missing the essentials. 

4. Keep it simple

Form follows function, so don’t overcomplicate or over-explain things. The best executive summaries are a mixture of short text, broken up with bullets and subheadings, and illustrations, such as a bar chart showing financial highlights. 

Run through a legibility test after writing your summary. Is it easy to skim through? Are the right pieces of information jumping out? If the answer to either of those questions is no, then work back through and try breaking up information or adjusting the formatting.

5. Create an executive summary outline based on importance and strengths

Organize your executive summary outline so that the most important information appears first. While there are specific components to include, there is no set order of appearance. So, use the order to show emphasis.

Lead with what you want to get the most attention, and add the rest by order of importance. For example, you may start with the problem because that can add drama and urgency that tees up the solution you provide.

Additional resources to write a great executive summary

Need more information and guidance to craft a convincing executive summary? Check out these in-depth resources and templates.

Key mistakes to avoid when writing an executive summary

Here are the critical mistakes you should avoid when writing your executive summary.

How to write your executive summary for specific audiences

The executive summary should tell your audience exactly what your business is, what it does, and why it’s worth their time. Here’s how you can take it a step further and fine-tune it for specific people.

How to develop a mission statement

Learn to put a heart behind the business and create an easy-to-understand narrative by writing a mission statement.

Executive Summary FAQ

What is in an executive summary?

The executive summary of a business plan is a brief introduction and summary of your business strategy, operations, and goals.

What is the purpose of an executive summary?

An executive summary is typically written to convince someone to read your more detailed plan. For investors, it may be the only thing they look at when deciding if they’d like to hear your pitch. Loan officers may review it to determine if your business seems financially sound. And partners, mentors, or anyone else may use it to determine if they want to be involved with your business.

How do you start an executive summary?

While there is no required order for an executive summary, it’s often recommended that you lead with the problem you’re solving or the purpose of your business. This will help frame your intent for the reader, and ideally make them more interested in learning more.

How do you write a good executive summary?

A good executive summary is brief, convincing, and easy to read. Focus on keeping things short and concise, only including necessary information. Be sure to lead and highlight anything that is especially interesting or important about your business. And after writing, spend some time reviewing and reformatting to make your summary as attractive to read as possible.

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

Table of Contents

• What to include
• Writing tips
• Additional resources

Related Articles

3 Min. Read

What to Include in Your Business Plan Appendix

10 Min. Read

How to Write a Competitive Analysis for Your Business Plan

How to Write the Company Overview for a Business Plan

24 Min. Read

The 10 AI Prompts You Need to Write a Business Plan

The LivePlan Newsletter

Become a smarter, more strategic entrepreneur.

Your first monthly newsetter will be delivered soon..

Unsubscribe anytime. Privacy policy .

The quickest way to turn a business idea into a business plan

Fill-in-the-blanks and automatic financials make it easy.

No thanks, I prefer writing 40-page documents.

Discover the world’s #1 plan building software

Free Executive Summary Template [PDF + Masterful Examples]

Use these templates to craft an effective executive summary for your business or project.

According to Time Magazine, 55% of people only read a piece of content for 15 seconds. Attention spans across the board are at an all-time low —  including those of potential investors and project stakeholders. If you want to capture and hold interest, then you need to craft an engaging executive summary that can effectively hold someone’s focus.

Before you dive into the details of your business plan or project proposal,  your first step should be an executive summary that captures the attention of those in a position to give buy-in.

Think of the executive summary as the back cover of your book. It convinces readers to purchase a copy because the storyline is worth their time. An investor or C-level executive with limited time probably won’t feel motivated to read a full business or product plan without a compelling executive summary.

In this guide, we’ll show you how to write a captivating executive summary, what to include in the document, and jumpstart yours with customizable templates.

What is an executive summary? 

An executive summary is a brief synopsis of a larger document such as a report or business plan. It provides a quick overview of your business plan with details like a description of your company, financial information, and market analysis.

The executive summary is made for lenders, investors, and busy executives who don’t have time to read the full proposal.

Done right, it zeroes in on what your prospective investor or project sponsor wants to hear and clearly communicates the value of your business or plan. Many investors or stakeholders will only read the executive summary during the first contact with your business, so all the information they need should be included. 

The goals of an executive summary include:

• Grab the reader’s attention
• Tell them what to expect in the business plan so they are motivated to keep reading
• Provide a high-level overview of your company, your short-term and long-term goals
• Acts as an elevator pitch

What is an executive summary in a business plan?

An executive summary in a business plan is a concise overview that provides a snapshot of the key elements of the plan as it pertains to the business overall. It outlines the business concept, objectives, market analysis, financial projections, and other essential information. The executive summary serves as a summary and introduction to the entire business plan, allowing lenders, investors, and decision-makers to quickly grasp the main points and make informed decisions.

What is an executive summary in project management?

An executive summary in project management is a summary of the most critical information of your project proposal. It’s everything that management needs to know when they land on your project before they review your project plan .

An executive summary in project management shouldn’t be confused with a project overview. While they have similar elements, an executive summary can stand alone as a document, while a project overview needs to be attached to your project.

Executive summary vs abstract

An abstract summarizes a document like a journal article while an executive summary sums up a longer document.

An abstract is mostly used in academia as a requirement when submitting conference papers, book proposals, or applying for a research grant. The abstract is not an excerpt but an original document that is self-sufficient.

An executive summary is aimed at a business audience. It contains information to help executives make funding decisions. Where the language in an abstract is technical, the language of an executive summary is non-technical. An executive summary is written as a condensed version of a project plan to secure buy-in while an abstract is written for orientation.

Executive summary vs introduction

The introduction is the first part of your project plan or business plan. It explains what the project is about and the goals you want to achieve. On the other hand, the executive summary is a standalone document condensed into a few paragraphs. It is thorough and high-level. Decision-makers can choose to read only the executive summary and still get the gist of the entire project proposal.

Think of the introduction as the first few pages of a long book with many chapters and an executive summary like a short book with only one chapter. You can understand both context and storyline when you read a short book. 

What should an executive summary include? 

For a project .

What is the problem you’re going to solve? What product plan, customer feedback, or insight led to this project? Why should it happen now ? These are questions to lead with in the opening paragraph of your executive summary.

What steps or methods are you taking to solve the problems you’ve listed in the opening paragraph? What are the goals and objectives you’ll achieve at the end of the project? Detail the answers in this section.

Value proposition

This is an important section where you briefly explain the value of the outcome. What is the ROI of the solution you’ve proposed? How will it improve service delivery and customer experience?

In a few sentences reiterate why it’s important to solve the problem now and the next steps or actions you want the reader to take.

For a business plan 

Introduction  .

For a business plan, the introduction is an opening statement that explains the purpose of the document. Your goal is to grab and hold the reader’s attention by clearly communicating the value of the business and the desired outcome. 

Company description

Include the following details in the company description:

• Business name and location
• Contact information
• Description of the purpose
• Leadership, founders, and current investors at your company
• The team responsible for the project

Products and services

Briefly explain the problem you’re going to solve. If you’ve conducted research that shows a need for the proposal, include your findings here. Also, explain how you’ll accomplish the project goals and what you’ll need for success.

Market analysis

A few questions to answer in this section include:

• Is there a market opportunity for the problem? 
• How do you plan to grow your customer base and expand your market share? 
• What is the five-year growth plan for this product/service? 
• What is the most interesting thing you’ve learned about your target audience that the reader should know?

Competitive analysis

Questions to answer as part of your competitive analysis include:

• Who are your competitors?
• What are the present and future opportunities?
• What is the unique value proposition of the product or service?
• Do you have experience with competitors?
• What are the risks particular to this niche or line of product?
• What roadblocks do you expect to address?

Funding request and use

Use this section to sweeten the pot for investors. How much will you need to fund your business? What is the profitability of your business? How will investors benefit?

Financial projections 

Include financial data that supports your research such as:

• The budget baseline for your business plan
• Your projected revenue for the first three years
• Your plan to manage finances
• Your current and future business finances

Conclusion  

The conclusion is a recap of the problem and the solution. Ask about the decision you want the reader to take. The outcomes should be obvious but leave room for intrigue so they feel compelled to read the rest of the business proposal.

Executive summary examples 

Executive summary presentation.

Often, executive summaries are presented to stakeholders in addition to the document. Get the templates below to snag these PowerPoint executive summary presentation templates.

One-page executive summary template  

A one-page executive summary is a short document with a big impact. You’ll present it as a mini version of a project plan during a meeting with decision-makers or as a business plan when pitching investors.

A few details to include in a one-page executive summary:

• Business name
• Financial information
• Use of funding
• Management team
• Business model
• Unique value proposition
• Competitive advantage
• Go-to-market strategy

Startup executive summary template

Your startup executive summary could be the difference between getting a pitch meeting or not. Venture capitalists and investors and overwhelmed with pitches from startups looking for a partnership. 

An executive summary is the fastest way for them to learn about your company and evaluate its potential. It’s usually a one-page document that is concise, yet detailed and engaging. Before writing your startup executive summary, determine the goal and ensure it matches what potential investors want to see.

Details to include in your startup executive summary:

• A description of your product or service
• The value proposition
• Market analysis showing the merit of the project
• Your current business model and future plans
• An explanation of your market and customer base
• Financial projections and funding request
• Other special information that could sway a decision in your favor

Business plan executive summary template

The business plan executive summary shouldn’t exceed two pages. Make sure you’ve tailored it to your audience to show why the opportunity is special. An executive summary for a business plan should include:

• Mission statement
• Company information with details about your services or product
• Business highlights describing how you’ve grown over the years. Include details of revenue increase, number of customers, profitability, revenue increase, and market share
• Future goals
• Financial summary
• A closing sentence that reassures the value of the plan

Project executive summary template

The goal of a project executive summary is to show what life will look like after you’ve executed the project. Your executive summary should tell a story that helps the reader visualize the solution and inspire them to choose you.

The executive summary should be written as the final step of your project proposal template. This way, you save time revising the content.

Details to include in a project executive summary:

• Summary of the challenge the client wants to solve
• Description of how you’ll solve the pain point
• Overview explaining how you’ve solved similar problems in the past
• Unique value that competitors don’t offer

Marketing plan executive summary template

An executive summary for a marketing plan offers an overview of how you’ll reach your intended audience and drive conversions.

Details to include in a marketing plan executive summary:

• Introduction
• Brief description of your company and key leaders
• Project goals and objectives
• Your product or services and the major features and benefits
• Description of market factors and trends affecting them
• Who is your audience and how will you reach them?
• Financial projections

Healthcare executive summary template

A healthcare executive summary template is used in formal communications for hospitals, government health agencies, and nonprofits. The template accommodates longer-research proposal plans targeted at a wider audience of the general public, external investors, and management.

Details to include in healthcare executive summary:

• Project topic
• Overview of the organization
• Two to three key problems that have a profound impact on quality care, operations, or regulatory compliance
• A proposed solution to each identified problem
• Obstacles and opportunities
• Policy changes and program proposal
• Vision and recommendation

Executive summary report template

An executive summary for a research or analyst report offers an overview of key points from the research.

Details to include in a report executive summary report:

• Brief description of your company
• Analysis findings
• Why these findings matter

Here's an example: 

How to write an executive summary

1. write a problem-based introduction.

Use the opening paragraph to explain why your project matters. Outline the problem with supporting research or customer feedback to strengthen your claim. The reader should understand why it’s important to solve the problem now and the relevance to your customer base. 

A powerful way to grab attention is to open with a customer quote or thought-provoking statistic that forces the reader to sit up and listen.

For example:

“I wish this camera had a longer battery life span so I could record an entire football game on 4K without switching to full HD when the battery is low .” - Customer review

In a recent survey, 70% of our customers expressed a desire for a camera with a longer battery life that could last up to six hours while recording in 4k. 80% said they wouldn’t mind paying more for the convenience of not having to log extra battery packs when going out. To serve our existing clientele and improve our market share, we need to create a camcorder that performs at optimal levels while using fewer resources on battery life.

2. Tell your story

Use storytelling to explain the mission statement of your organization. Explain how you’ll use your skill and experience to solve the problem you’ve highlighted in the introduction. Storytelling sets the tone and gets the reader excited about reading the project plan.

3. Make sure you’ve done the research 

While an executive summary is short, it’s loaded with research. Research shows that you know your competitors, understand your target audience, and have a plan for capturing a significant market share.

Think of your executive summary like an elevator pitch. If an investor only read your executive summary without making it to the project proposal or business plan, what would you want them to know?

4. Outline the solution

After telling the reader the pain points and explaining your business credentials, use a bullet list to outline the solution. Your goal is to convince the reader that your solution is the best fit. Save deliverables and milestones for the project proposal. Instead, describe what will happen during the project so the user can picture the outcome working for them.

5. Show the value of the solution 

This is where you get into more details about the impact of the solution. Explain how the results provide relief and improve ROI for the company. include potential risks that may arise and relevant financial information such as income projections.

6. Formal or informal tone?

While an executive summary usually has a formal tone, your decisions should be based on your audience. 

Presenting to your C-level executives in your company? What language do they respond to? Don’t be afraid to break the mold if it gets the desired results. However, avoid clichés as they rub readers the wrong way.

If you’re presenting to investors, use language that resonates with your audience. Use personal pronouns like “I”, “you” and “we” over impersonal pronouns like “they” or “the company.

7. Make sure the summary can stand alone 

If you follow the clearly defined structure we’ve listed above, your executive summary can stand on its own merit. Keep revising the document until you’ve achieved this goal. The introduction, problem, solution, and conclusion should be detailed, yet concise. 

After writing, take a second look and read from the viewpoint of the decision-maker. Is there any section where more context is needed to clear confusion and help the reader understand the summary? Consider linking to a relevant section in the project proposal or explaining briefly in the summary.

8. Be concise

Every word in your executive summary must have an impact. The executive summary is not the place to brainstorm new ideas as it could jeopardize the project plan. 

Avoid using jargon words. Readers without prior knowledge of your company or niche should understand key findings by reading the executive summary alone.

 When you find yourself going deep into details, pull back and ask yourself if this belongs in the project proposal or executive summary. The goal is to keep the executive summary engaging and actionable.

9. Proofread for errors 

Before sending it off to executives or potential investors, read through the document three times in order to catch errors. It also helps to send it to a colleague to review with a fresh pair of eyes in case you missed a typo here and there.

10. Write the executive summary last

It takes longer to write an executive summary when you haven’t yet written the project proposal or business plan. Instead, wait to create a summary until you’ve written the full document, then pull details. This ensures that your executive summary captures the information you’ve detailed in the project plan.

Manage your executive summary templates with Guru

An executive summary is a quick and easy way to bring stakeholders up to speed on your project proposal. In a few paragraphs, you can communicate the problem, why it matters now and the key information they need to make a decision.

Rather than creating a new executive summary from scratch, these templates will add impact to your report and speed up the process. Use Guru’s knowledge management software to store your templates, collaborate remotely, and work efficiently on projects.

FAQ for executive summaries

Where does an executive summary go in a report.

Place the executive summary before the table of contents and after the title page. Include a page break before and after the executive summary.

How long should an executive summary be?

Most executive summaries are 5-10% of the length of the project proposal. Ideally, aim for one page for a 20-page project proposal.

Who is the audience of an executive summary?

The audience of an executive summary can include:

• Project stakeholders
• Management personnel who make decisions on funding
• Venture capitalists
• C-level executives

What is included in an executive summary?

Elements to include in an executive summary are:

• A summary of the key points of the project proposal report
• Major points of the report you want the reader to remember
• The goal of the report
• Results and recommendations from the report
• Other details that enable the executive summary to function as a standalone document

AI ASSISTANTS

Upmetrics AI Your go-to AI-powered business assistant

AI Writing Assist Write, translate, and refine your text with AI

AI Financial Assist Automated forecasts and AI recommendations

TOP FEATURES

AI Business Plan Generator Create business plans faster with AI

Financial Forecasting Make accurate financial forecasts faster

INTEGRATIONS

QuickBooks Sync and compare with your QuickBooks data

Strategic Planning Develop actionable strategic plans on-the-go

AI Pitch Deck Generator Use AI to generate your investor deck

Xero Sync and compare with your Xero data

See how easy it is to plan your business with Upmetrics: Take a Tour  →

AI-powered business planning software

Very useful business plan software connected to AI. Saved a lot of time, money and energy. Their team is highly skilled and always here to help.

- Julien López

BY USE CASE

Secure Funding, Loans, Grants Create plans that get you funded

Starting & Launching a Business Plan your business for launch and success

Validate Your Business Idea Discover the potential of your business idea

E2 Visa Business Plan Create a business plan to support your E2 - Visa

Business Consultant & Advisors Plan with your team members and clients

Incubators & Accelerators Empowering startups for growth

Business Schools & Educators Simplify business plan education for students

Students & Learners Your e-tutor for business planning

• Sample Plans

WHY UPMETRICS?

Reviews See why customers love Upmetrics

Customer Success Stories Read our customer success stories

Blogs Latest business planning tips and strategies

Strategic Planning Templates Ready-to-use strategic plan templates

Business Plan Course A step-by-step business planning course

Help Center Help & guides to plan your business

Ebooks & Guides A free resource hub on business planning

Business Tools Free business tools to help you grow

How to Write a Great Executive Summary in a Business Plan

Free Executive Summary Template

• March 2, 2024

11 Min Read

We all know that pursuing investors for funding or entrepreneurs for partnership is a challenging task. But an engaging executive summary makes it easy for you.

A well-written executive summary acts as the first impression in convincing your readers of anything related to your business.

But the question is how to write one!

See, include all the sections in the summary, highlight all the main points of the business plan, keep the language simple & clear, and voila, you will have a nice executive summary.

But if you want to know more about how to write an engaging executive summary in a business plan with all the tips, then hop on, let’s begin.

What is a business plan executive summary?

An executive summary is a concise and compelling overview of the whole business plan. It includes and highlights all the key points of the plan as an introduction.

It should be clear, well-structured, and engaging, prompting the reader to want to learn more. It also should provide enough information to convey the business plan’s purpose.

Simply put, it is an outline of the business plan. And it helps readers to understand your business before making any decision.

Executive Summary vs. Business Plan

A business plan is a detailed document that has sections like executive summary, company’s description, product or services, market analysis, marketing & sales strategy, management team, and more.

Whereas, an executive summary is a concise overview of the whole business plan. It also acts like an elevator pitch with a brief information about the business.

The length of a business plan can range from ten pages to fifty pages longs, while an executive summary is only a couple of pages long. Generally, the executive summary is written after writing the entire business plan.

Now as we know the difference between a business plan and an executive summary, let’s move forward with the actual purpose of the summary.

Purpose of an executive summary

An Executive summary is one of the core parts of the business plan, and it has many purposes instead of just being a section, let’s see:

Concise overview

An executive summary is a short version of your business plan. Since not everyone has time to read the full plan, a well-crafted summary gives investors a quick overview of your business, helping them make decisions right there and then.

Decision-making

Executive summary plays a crucial role in the decision-making journey. As it presents all the facts and key findings of the business concisely, it helps decision-makers get a quick overview in no time. This way, readers do not have that fear of not making an informed decision.

Accessibility

An executive summary makes a document more accessible to a wider audience. Those who are not an expert in understanding all the technicalities of the plan can get the gist of the entire business plan by reading an executive summary.

Now that you know the importance of writing an executive summary, let us move forward with the topic of how to actually write one.

Create winning Business Plans with our

AI Business Plan Generator

Plans starting from $7/month

How to write an executive summary for a business plan

1. introduce the purpose.

First things first, let your readers know what is this all about—meaning what your document is all about and which business you are doing.

Then introduce the purpose your business plan is going to address. This way you are setting the base of your business plan, giving a clear idea to the readers about why this document is important.

2. Give the company description

Here, briefly describe your company. It includes things like business name , location, owners, company history, and other such things of the business that matter.

If you are just starting up, then focus on the qualifications and responsibilities of your team members.

Highlight any key milestones or achievements demonstrating your company’s growth and success. This section should give readers a clear understanding of what your company does, why it exists, and how it has evolved.

3. State the problem and how will you solve it

Mention the problem in the market first that your product or service will help solve. This will make your readers confident about your market research and your offerings.

Then showcase the innovative solution your business will offer. Highlight the unique value proposition of your business along with it. Also, mention how your product or service is a market fit and has demand in the industry.

4. Outline market analysis

Once you have defined the problem and solution, it is time to mention the market landscape for your business. It should include the market size, expected growth, target market, and all other demographics.

Also, highlight your competitive advantage here. And mention the market share you are going to capture.

5. Define your business model

In this section, mention how your business earns the revenue and how it works. It sets a clear picture of how your company will make a profit and cover the costs.

This information is necessary for investors, so make sure to present it engagingly and realistically.

6. Give an overview of your marketing and sales strategies

Once you start the business, one of the most important things investors would want to know is how will you attract customers. Therefore, this section is all about what strategies you will implement to bring in new customers and how your business will retain them.

It includes the brand message, logo, marketing medium, and all other tools you have for marketing. Apart from that, it also showcases the seriousness of reaching the sales goal of your business.

7. Mention the team you hired or will hire

Provide an overview of the organizational structure and current team. Introduce yourself and your team members, along with their qualifications and roles in the firm.

Also, identify any gaps and the needs of other employees in the business. In short, this section gives readers a clear understanding of your team’s capabilities and how you plan to leverage their skills for the success of your business.

8. Mention your financial summary

In this part, you outline your company’s current brief financial summary and future projections. It includes annual revenue, sales and expenses, and milestones for the coming years.

For existing companies, former years’ revenue and sales numbers can act as evidence to support forecasts. For startups, it is suggested to include all the costs as it will help investors to know completely about the financial picture of your company before making any decision.

9. Funding requirement

If you are preparing your business plan’s executive summary for seeking funding, then make sure to include this section. Make sure what you include in this section and what you ask practically.

Some of the questions you need to answer in this section are:

• How much funding do you need in total?
• How much have you already secured?
• How much are you seeking from the current readers?
• Where are you going to use this funding?
• How much will this funding impact your business?

Answering these questions will help investors get a quick look at your funding requirements without having to wait till the end of your business plan. This saves time and is more efficient.

How long should an executive summary be?

Before you write an executive summary, this question might have occurred to you a lot more times what is the ideal length of a summary, right? Worry not, let’s discuss the length here.

Keep your executive summary as short as possible, because your audience has limited time and attention span.

Generally, executive summaries are 1-2 pages long, but you can exceed this norm if necessary. However, it is necessary to consider the length of the business plan too before you finalize the length of the executive summary.

The key over here is to get the reader’s attention and highlight all the essential points of a detailed business plan.

Tips for writing an effective executive summary

Understand your audience.

Before writing the summary, you need to first know and understand your audience. Consider their background, knowledge level, and expectations to ensure that the summary matches their expectations.

Keep it as an elevator pitch

Remember, executive summaries are like elevator pitches. You’re selling your business just by reading the focus points only.

Perhaps readers would want to know every aspect of your business, and with a well-written summary, they can have the essence of the business in no time.

Keep it short and sweet

Ideally, a great executive summary is about a page or two. Whatever length seems ideal to you, make sure to make it a brief and not a detailed one. Keep it as short as you can without missing the needed part.

Prefer to write it last

Though being the first sections, entrepreneurs generally choose to write the executive summary at the end, till then, they have a thorough knowledge of the entire plan.

And it is easier to write the summary after having all the focus points to write about. So, prefer writing the summary in the end.

Use a structured format and highlight the main points first

You have to present your summary in an organized structure, though change the order as per the importance. You can highlight the main things first and then gradually go to the financial plan. In short, in skim reading, your audience should get the crux.

Example of a business plan executive summary

A couple of pages is not enough to give every detail of your business in the summary. So, including everything important and in an engaging manner becomes a challenge.

This even includes writing a compelling introduction to grab readers’ attention. Too much isn’t it? To overcome that, explore the below-given executive summary example as inspiration to write yours.

Business Name: Elegance Bistro Location: Queens, New York Type of Business: Restaurant

Elegance Bistro is a new upscale dining establishment located in the vibrant borough of Queens, New York. Our mission is to provide an elegant and unforgettable dining experience, combining exceptional service with a curated menu of gourmet dishes inspired by global cuisine.

Despite the diverse culinary scene in Queens, there is a lack of upscale dining options that offer a refined ambiance and high-quality cuisine. Residents and visitors seeking an upscale dining experience often have to travel to Manhattan, leading to a gap in the market that Elegance Bistro aims to fill.

Elegance Bistro will provide a sophisticated dining experience that showcases the rich diversity of flavors and ingredients found in global cuisine. Our menu will feature a selection of expertly crafted dishes made from locally sourced, seasonal ingredients, ensuring freshness and quality in every bite.

Market Analysis

Queens is a thriving culinary destination, known for its diverse population and vibrant food scene. With a growing number of residents and tourists seeking unique dining experiences, there is a significant opportunity for a high-end restaurant like Elegance Bistro to attract a discerning clientele. There is a competition for the same, but our dining experience with appealing ambiance stands out from all.

Our curated menu includes all the culinary dishes that are popular among New Yorkers and tourists.

Our mission at Elegance Bistro is to elevate the dining experience in Queens by offering exceptional cuisine, impeccable service, and a warm, inviting atmosphere that celebrates the art of dining.

Financial Position

Based on our market research and projected sales, we anticipate generating annual revenues of $1.5 million in our first year of operation, with a net profit margin of 15%. Our startup costs are estimated at $500,000, which will be primarily used for leasehold improvements, kitchen equipment, and initial marketing efforts.

Funding Requirement

To fund our startup costs and initial operating expenses, we are seeking a total investment of $750,000. This will allow us to launch Elegance Bistro successfully and establish a strong presence in the Queens dining scene.

So, finally, you know what it takes to write an engaging executive summary. We hope this has been helpful to you in your writing journey.

If you are still confused or don’t know where to start, then you can always rely on good business plan software like Upmetrics—an AI business plan generator . It will provide you with step-by-step guidance and AI assistance, so you don’t have to roam to and fro for the next step. 

Build your Business Plan Faster

with step-by-step Guidance & AI Assistance.

Frequently Asked Questions

Is executive summary first in the business plan.

Yes, an executive summary is the first chapter of the business plan. Yet, people prefer to write it at the last, after having the full knowledge of the whole business plan.

What writing style should I use?

An executive summary serves as the introduction to the business plan. So, ideally, it should be in a professional tone. However, whichever writing style you choose, make sure it is clear, concise, engaging, and maintains professionalism. 

What are the key elements of an effective executive summary?

Key elements of an effective executive summary are:

• Introduction
• Problem statement
• Market analysis
• Value proposition
• Business model
• Financial Overview
• Implementation plan
• Call to action

By including these key elements in your executive summary, you can effectively communicate the key points of your business and make a strong impression on your audience.

What is the best format for an executive summary?

The best format for an executive summary is one that is clear, concise, and well-organized.

It should provide a brief overview of the main points of the document, including the purpose, problem & solution, market analysis, unique value proposition, business model, financial position, team, milestones, funding requirements, and call to action.

The format should be easy to read and understand, with headings and subheadings to break up the text.

When should I update my executive summary?

You should update your executive summary whenever any necessary changes to your business impact the information in the summary.

If there are no frequent changes, then you should change your executive summary at least once in a quarter, two quarters, or a year.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

Reach Your Goals with Accurate Planning

• Search Search Please fill out this field.
• Building Your Business
• Becoming an Owner
• Business Plans

How to Write an Executive Summary

Make Writing Your Executive Summary Easier With This Example

Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.

What to Include in an Executive Summary

Executive summary example.

The Balance / Jo Zhou

An executive summary is a brief overview at the beginning of your business plan. It should provide a short, concise summary of your business that captures the reader's attention and gives them an interest in learning more about it.

The executive summary is important as it sets the tone for the entire business plan and can often be the deciding factor in whether the reader continues. See an example of a business plan's executive summary and learn the key components of one so you can begin writing one of your own.

The executive summary goes near the beginning of the business plan but is written last. To include a summary of the different parts of your business plan, you'll need to write them first.

When you write the executive summary, keep it under two pages. The executive summary should contain brief summaries of other sections of the plan. 

The idea is to give a brief overview of your business first before going into detail about each of the different parts.

The executive summary should contain all of the important information about your business, such as:

• Business name
• Business location
• Your mission as a company
• A history of the company
• Management and advisors
• Services or products offered
• The market for your offerings
• Your business's competitive advantages
• Your financial projections
• Startup financing required, if any

Format the executive summary clearly and attractively, with headings for each section. Your word processing software may have a template you can use that will make your business plan look good.

It's always easier to write something if you can read an example first, so here's an executive summary example that you can use as a model for your own business plan's executive summary.

This executive summary is for a fictional company called Pet Grandma Inc.

Company Mission

Pet Grandma Inc. offers superior on-site pet sitting and exercising services for dogs and cats, providing the personal loving pet care that the owners themselves would provide if they were home. Our team will ensure that pet owners can take business trips or vacations knowing that their pets are in good hands.

Company and Management

Pet Grandma Inc. is headquartered in the City of West Vancouver and incorporated in the Province of British Columbia. The company is owned by partners Pat Simpson and Terry Estelle. Pat has extensive experience in animal care while Terry has worked in  sales and marketing  for 15 years.

The management of Pet Grandma Inc. consists of co-owners Pat Simpson and Terry Estelle. Both partners will be taking hands-on management roles in the company. In addition, we have assembled a  board of advisors  to provide management expertise. The advisors are:

•  Juliette LeCroix, partner at LeCroix Accounting LLP
•  Carey Boniface, veterinarian and partner at Little Tree Animal Care Clinic
•  John Toms, president of Toms Communications Ltd.

Our clients are dog owners and cat owners who choose to leave their pets at home when they travel, or who want their pets to have company when their owners are at work. Pet Grandma Inc. offers a variety of pet care services, all in the pet’s home environment, including:

• Dog walking
• Daily visits
• 24-hour care for days or weeks
• Administration of medications by qualified staff
• Emergency treatment in case of illness (arranged through veterinarians)
• Plant watering
• Mail collection
• Garbage/recycling

Across Canada, the pet care industry has seen an explosion of growth over the last three years. West Vancouver is an affluent area with a high pet density. Our  market research  has shown that nine out of 10 pet owners polled in West Vancouver would prefer to have their pets cared for in their own homes when they travel rather than be kenneled and six out of 10 would consider having a pet sitter provide company for their dog when they were at work.

Competitive Advantages

While there are currently eight businesses offering pet sitting in West Vancouver, only three of these offer on-site pet care and none offers “pet visit” services for working pet owners.

Pet Grandma’s marketing strategy is to emphasize the quality of pet care we provide (“a Grandma for your pet!”) and the availability of our services. Dog owners who work, for instance, will come home to find happy, friendly companions who have already been exercised and walked, instead of demanding, whiny animals.

All pet services will be provided by animal care-certified staff.

All employees are insured and bonded.

Financial Projections

Based on the size of our market and our defined market area, our  sales projections  for the first year are $340,000. We project a growth rate of 10% per year for the first three years.

The salary for each of the co-owners will be $40,000. At startup, we will have six trained staff to provide pet services and expect to hire four more this year once  financing  is secured. To begin with, co-owner Pat Simpson will be scheduling appointments and coordinating services, but we plan to hire a full-time receptionist this year as well.

Already we have service commitments from more than 40 clients and plan to aggressively build our client base through newspaper, website, social media, and direct mail advertising. The loving, on-site professional care that Pet Grandma Inc. will provide is sure to appeal to cat and dog owners throughout the West Vancouver area.

Startup Financing Requirements

We are seeking an operating line of $150,000 to finance our first-year growth. Together, the co-owners have invested $62,000 to meet working capital requirements.

Key Takeaways

• An executive summary is a concise overview of the business plan.
• Place the executive summary near the beginning of the business plan.
• Before you write the executive summary, you'll have to write the rest of the business plan first.
• The executive summary should contain all relevant information about the business, including name, mission, services offered, market, and financial projections.

Executive Summary Examples & Templates

When introducing your business to angel investors, stakeholders, and venture capitalists, they won’t want to sit through fifty pages explaining why they should work with you. A simple and effective way to present your business in a palatable way is to write an executive summary. This document can tell the potential investors what to expect from the meeting where you will discuss your business plan or investment proposal. It will summarize the reason for your project.

Have you ever prepared an executive summary? If not, the following guideline and Executive Summary Example should help you create a concise and compelling one.

What Is an Executive Summary?

An executive summary is a broad overview of a business document that tells the reader everything they need to know about a business plan or investment proposal. While the length and scope will often depend on the document being summarized, most executive summaries are about one to two pages long. Important documents that usually include an executive summary include:

• Project plans
• Business cases
• Project proposals
• Environmental studies
• Research documents
• Market surveys

Purpose of an Executive Summary

As mentioned, most lenders, executives, managers, and investors will not want to take time out of their busy day to read an entire novel-sized document. Still, they will want to know what your plan is about and why they should invest in or approve it. A summarized version of the plan – the executive summary – presents an analysis of all your arguments, funding considerations, and projected returns, among other key details. This is often enough to convince them to take a better look at your plan.

Essential Elements of an Executive Summary

A business plan consists of your company’s mission, vision, product or service description, brand identity, goals, target market, and financial projections. In turn, an executive summary should be a short version of your business plan. It should contain the following details:

• Your company’s name and office locations
• Mission and vision
• A brief history and company description
• An overview of your management, advisors, and employees
• A product or service description, including its niche market and competition status – how does it stand out from products from other companies?
• Company goals and objectives
• Startup financial budget and projected returns
• A review of how the reader can help you accomplish your goals

How to Write an Executive Summary

Most executive summaries have four main parts: the problem, the solution, the value of the solution, and the takeaway. The following step-by-step guide will help you flesh out these elements with information that your stakeholders want to know.

Step 1: Define the Pain Point

Start by defining the problem that your business plan or project proposal aims to solve. Include market research and customer feedback to back up your claims and explain why this problem is worth solving. How will solve it helps your target market? Why does it matter?

Step 2: Outline Your Solution

Next, explain your solution and convince the stakeholder that it is the right approach to the problem. Answer the question, ‘how will my product or service solve the problem?’ Once you have, support your solution with facts and figures.

Tip: At the time of writing an executive summary, you will often not have the complete map of your product or service and milestones. Rather than use this document to brainstorm, briefly tell the reader what you plan to do and back it with success-rate research.

Step 3: Expound on the Value of Your Solution

Now, go into detail about how the solution you have described will solve the problem you defined in step 1. Why is your solution important? What results will it yield? This is also where you should highlight potential returns, projected risks, and financial projections for the solution. You should also explain how it ties into your company’s mission, vision, and goals.

Step 4: Supply the Takeaway

Lastly, guide the reader to a takeaway by telling them what they should conclude from your executive summary. Think of this as one final chance to convince them to get on board.

Executive Summary Example

The following is an Executive Summary Example for the imaginary company: Green Future Ltd.

Company Mission

Green Future Ltd. provides green energy solutions to factories, industries, warehouses, and homes, allowing efficient functioning that is safe to both the user and the environment. Our mission is to help you watch TV, drive your tractor, and perform your manufacturing process without worrying about your health or those around you.

Company and Management

The Green Future Ltd.’s main office is located in Jersey City, New Jersey, with branches in Huntington Beach and Bayonne. It is owned and run by Holly Howard, Ph.D., an environmental engineer at MIT, and James Sutton, MBA, who has 30 years of experience in green solar energy solutions.

The company management consists of the two owners and a board of advisors that includes:

• Malcolm Right, CEO of Right Engineering Firm LLP
• Att. Grace Hawkins of the Law Offices of Grace Hawkins (Environmental Law)
• Hellen Irene of ABC Marketing and Accounting

Our Services

We cater to industries, companies, farms, and homeowners that would like to switch to more affordable, environment-friendly, and efficient energy sources and systems. Our services include:

• Solar panel installation
• Panel restorations
• Windmill constructions
• Biogas plant construction
• Bio-digester system installation
• Energy consultations
• Large scale green energy solutions
• Energy recycling
• Round-the-clock repair services

Recently, the call for industries to turn to green energy has become more prominent. More and more companies in New Jersey are looking for ways to optimize their energy use for more efficiency in industrial processes, a smaller carbon footprint, and affordable solutions. According to our market research, eight out of every ten business owners in Jersey City alone plan to switch to solar energy within the next five years.

Competitive Edge

Currently, there are five companies offering green energy solutions in New Jersey but none at our scale. Four of these businesses cater to small-scale farms and homes, while one only focuses on large plants. Green Future Ltd. emphasizes its all-size approach because our solutions can be up or downscaled to meet the needs of a single homeowner or multi-warehouse industry. Our technicians are also highly accredited and from prestigious engineering schools in the country.

Financial Projections

Our market research shows sales projections of $3.6 million for the first year and a steep 20 percent growth rate for the next four years.

Startup Requirements

Green Future Ltd will need $1.5 million in startup costs to finance this first year of operation. The owners have already invested $900,000 toward the capital.

Executive Summary Samples & Templates

An executive summary is a brief overview of a business plan or project proposal, usually found among the first pages of the entire document. It captures the reader’s attention and tells them everything they need to know about the company, your plans, and where they come in – so they can decide whether to invest in or approve your plan (project). If you are preparing to meet with potential stakeholders, this guide and the Executive Summary Example should help you capture and keep their attention.

How did our templates helped you today?

Opps what went wrong, related posts.

23+ Business Travel Itinerary Templates

Restaurant Employee Evaluation Form

Peer Evaluation Form: Templates and Examples

Free Newspaper Templates

40 Free Event Program Templates

44 Open House Sign in Sheet Templates

22+ Free Packing Slip Templates

40+ Free Christmas Wish List Templates

Thank you for your feedback.

How To Write an Effective Executive Summary to Yield Results

By Kate Eby | April 3, 2018

• Share on Facebook
• Share on LinkedIn

Link copied

In this article, you'll learn how to craft an organized, well written executive summary the next time you have to gain the attention of a time-strapped audience.

Included on this page, you’ll find information on how to write an executive summary that wins the proposal, how to format your executive summary , an executive summary checklist , and more. 

What Is the Purpose of the Executive Summary?

An executive summary should be clear and concise (typically one to two pages long) and present the main points in a formal tone. The purpose of an executive summary is to pique the reader’s curiosity by presenting facts from the larger piece of content it is summarizing.

The executive summary can be either a portion of a business document (a business plan, project proposal, or report) or long articles and documents common in research-driven communities and academia. When crafted correctly, the executive summary provides an overview of the information and objectives in the larger document. The executive summary stands alone from the content it summarizes, and should include the essential information, the recommendations, the findings, and the conclusion of the more extensive document.

The Benefits of a Well Written Executive Summary

A well planned, well written executive summary is a valuable tool because it prioritizes the reader’s time and reduces the effort required to learn the critical aspects of the content. The summary can convey the purpose of your business plan, project proposal, product launch presentation, or sales pitch to keep the reader engaged and reading further, or empowered to take action. Even if it is the only thing your audience reads, a strong executive summary creates value for the reader as a first impression. Use the executive summary to make a business case, support a position, or tell a story. The reader should know how the subject of your content impacts them, benefits their work, their company, or their projects after reading the executive summary.  

Various industries use executive summaries as a communication tool, including healthcare, education, government, technology, real estate, finance, law, the nonprofit sector, and more. One of the benefits of using an executive summary is that it is not exclusive to one type of communication. Executive summaries show up in a variety of use cases, including the following:

Business plans

Legal briefs

Product launch plans

College campus surveys

Market research reports

Environmental studies

Project proposals

Hospital planning and evaluation

How to Write an Executive Summary

Crafting a useful executive summary requires more than simply cutting and pasting vital information from the body of your report or proposal. The executive summary may be the only part of the report your target audience reads, so you should spend the time to make it valuable.

It doesn’t have to be an intimidating process, but before you begin writing, you should ask the following critical questions:

Who depends on the information? When you write the executive summary, decide who you are targeting and the critical information that audience needs. What do they need to know to make a decision? What would they already know? Do you have a specific customer you want to reach with your message or story? Writing the executive summary with that audience in mind will make it useful because the story you’re telling about your business, project, or proposal will resonate.

What is the objective? While it’s true that an executive summary recaps essential information from the body of the content it summarizes, that is its function, not its purpose. Write the summary to your intended audience and include the crucial information that supports your objective for creating the document. What do you need the reader to understand? Is the aim to recommend change based on the results of your research? What needs to happen for the project plan to succeed based on your proposal? Let your objectives determine the content and context of your summary.  

What are you recommending? Use the executive summary to draw conclusions and make recommendations to the reader. If your report presents the need for change, recommend the actions that the body of your document supports in the summary. State the benefits of your product or service, or the solutions you provide more detail on in the proposal. Ultimately, don’t make the reader work to find out what action they need to take: Make your recommendations clear in the executive summary.

How will you make an impression? The “executive” summary earned its name from the need to get the upper management’s attention. Executives did not have the time to read every word of every document. The summary had to make an impression because it might be the only part of the material that would be read. Regardless of its origins, the principle of using the summary to make an impression on the reader is sound, as that impression might encourage the reader to keep reading or take action. Consider how you shape the message, organize the sections of your summary, or present research to stand out in a brief space.

Executive Summary Checklist

After you answer these questions and begin writing your document, refer to the following checklist as you develop the executive summary.

Download Executive Summary Checklist

What Is the Format of an Executive Summary?

Every executive summary intends to distill information to the reader upfront, so it is typically placed first in the document. (Sometimes it is a separate section of a formal business document listed in the table of contents.)

When used in a less formal manner, the executive summary is an opening paragraph, a separate one-page summary memo, or the first page of a report. For example, if your goal is to raise capital, use the executive summary like an investor profile that provides the reader the information necessary to land the meeting or get the funding, without further reading.

The format and length vary based on the purpose of the content that you are summarizing; there is no set structure to follow. Here are some formatting tips that you can use for any executive summary, regardless of the style:

Order of Appearance : Beyond the introduction, decide what sections of the summary are most important to the purpose of the document. Organize your subheadings or sections in that order. Use bullet points and plenty of spacing between the different parts of the summary to make the content more accessible to scanning eyes. By doing so, you naturally discard information better left to the body of the document, and you honor the reader’s time by prioritizing the message, recommendations, conclusions, or solutions in the longer document.  

How Much Is Too Much : Executive summaries vary in length based on the type of content they summarize or their purpose. Some recommend keeping the summary to a specific percentage of the overall document, while others advocate a set number of pages. Focus on keeping the summary brief but comprehensive, with the most important information available to the reader.

Audience Aim : The tone and language of the executive summary should match that of the target audience. Avoid using technical jargon that requires definitions, and present the information in an accessible manner based on the knowledge and expertise of your intended audience. Do not include acronyms or highlight data that need an extensive background for context, and avoid using casual, informal tones. That said, an executive summary used in internal communications will have a different tone and style than one used in external communication tools.

One-page Executive Summary Template

This template is designed to fit your executive summary on one page. Take advantage of the short sections and bullet points to keep the document concise and hook the reader with the information that will keep them reading. Organize the key points by customizing the subheadings to emphasize their importance based on your purpose for the document.

Download One-page Executive Summary Template

Excel  |  Word  |  PDF

What Are the Common Pitfalls of Executive Summaries?

When formatting and organizing the executive summary, beware of the following pitfalls that plague poorly written and poorly planned summaries:

Fact or Persuasion : Support your motives and the objective of the executive summary with the facts. If the summary is for a sales proposal or pitch deck, persuade your reader up front with data and information, not buzzwords and cliches. If the executive summary includes generalizations or opinions that you don't support within your material with market research, project examples, independent data, testimonials, etc., you risk misleading the reader. Avoid writing a summary that leads clients, policy makers, or management to an unsupported recommendation or conclusion for the sake of persuasion — instead, focus on the facts.  

Relevance Over Repetition : By nature, the executive summary is a repetitive summary of content. Therefore, only include the most relevant details — those that summarize the true purpose of the overall content. Use the rest of your business plan, research report, or client proposal to cover topics relevant background information at length. If you try to cut and paste too much information and context from your longer business or research document into the summary, the details might overshadow the impression you want to make on the reader. The background becomes the introduction, and you risk losing a reader’s attention (especially an online audience).

Consistency Is Key : The executive summary highlights the substance of the larger piece of content. Don’t feature information here that is not covered in the body of the proposal. Avoid using different subheadings to organize copy in the body of the report. For example, if you highlight “Project Milestones” in the executive summary, do not list them in a new section for “Project Goals” in the business proposal. Use the tone and language you establish in the summary throughout the material. If you target an audience without expertise in the subject matter, don’t switch to highly technical analysis in the body copy. Finally, if you cover something in the executive summary, cover it again in the report. Don’t make the reader work to learn more about something you highlighted in the summary.

Draw a Clear Conclusion : Write an executive summary that comes to a conclusion and supports your purpose for creating the document. Keep the reader’s interest in mind when you summarize a lengthy project proposal or report. Does the reader have a clear understanding of the solutions you propose? Can they identify the problems you solve? If the executive summary is the only thing they read, can they take action on your recommendations or anticipate a desired outcome based on the information you included?

Executive Summary Outline Template - PowerPoint

Use this free template to outline your next big presentation, or keep it updated as a live meeting record to keep up with your evolving internal business plans or funding needs. The slides are formatted to outline the important elements of a formal business plan summary. You can customize the slides to fit the order of importance for your content’s purpose or extend each. Use the slides as an outline to keep track of the content you want to summarize after every update or draft of the report.

‌ Download Executive Summary Outline Template - PowerPoint

What to Include in an Executive Summary

You will determine the components of each executive summary you write based on the reason for writing it and your target audience.

For example, a business plan for an external audience includes financial information and details on the size and scale of a company; startups seeking funding and investors will highlight specific financial requirements and how they impact the business strategy. Executive summaries vary in the content they cover, but here is a common framework:

Introduction : This opening statement, paragraph, or section should clearly state the document’s purpose and the content to follow. How you will use this section depends on the desired outcome for the reader or audience, who should immediately find value in the information you present. Therefore, the details included in the introduction should grab and hold the reader’s attention.  

Company Information : When writing an executive summary for an external audience, include your company name, a description of your mission or purpose, contact information, location, and the size and scale of your operations. In some cases, the summary introduces the founders, investors, and corporate leadership. It might include background information of each that outlines previous industry or startup experience, or historical context on the current state of the company. When used in a presentation or research report, introduce the team presenting or responsible for the report’s findings.

Products and Services : The executive summary is the place to highlight the problem you solve or the need you fulfill. For a report, this is where you might highlight what you researched and what the reader should know about your findings. For a project proposal, include what you’re planning to accomplish and what you need to make it successful. For marketing plans or product launch presentations, tell the reader why your service or product is relevant at this particular moment in time.

Market Analysis : The executive summary of a business plan might profile the target customer and explain the market opportunity for a product or service. Consider answering questions like: Is there a five year plan for this market? How do you anticipate growing the customer base and improving market share? What stands out from your research about your customers that the reader should know?

Competition Analysis : This section should include answers to the following questions:

What is the competitive advantage of your proposed solution or product and who or what do you compete with in this market?

What are the opportunities now and in the future?

What are the risks in your market and your product or service?

Do you have relevant experience with major competitors?

What are the future plans for growth and what obstacles do you anticipate addressing?

Financials : The executive summary might summarize key financial data that is relevant to the reader or data that supports your research. If the purpose is to secure funding, include the specific amount you are requesting. Be sure to provide context for the financial data or any number you highlight in the executive summary. This section is a great way to highlight growth, or to use metrics to provide perspective on the company.

Conclusions : Recap your findings, the problem and solution discussed, or the project and work proposed. If there is a decision the reader needs to make, be direct about it. Make the outcomes obvious, but leave enough intrigue for the rest of the content to follow.

How Do You End An Executive Summary?

Although the executive summary begins a document, it concludes so that it can stand alone from the rest of the content and still be of value. Use the conclusion to recap your findings, make recommendations, and propose solutions to the problem.

If there is a decision you want the reader to make, ask make a call to action in this section. If you are summarizing a research report, summarize the findings and the research methods used to conclude the work. Make the outcomes or recommendations visible, but leave enough out to incentivize the audience to continue reading. Close the executive summary with a strong statement or transition that sets up the theme or central message to the story you tell in the report or proposal.

What Should Be in the Executive Summary of a Business Plan?

Traditional business plans differ in context and content based on if the audience is internal or external. Both audiences benefit from some of the previously discussed elements of the executive summary (like a substantial introduction).

However, the summary of an internal business plan does not require a section that introduces management or key personnel. An external business plan targets an audience that expects to find crucial financial information in the summary. When you develop the executive summary of the business plan, determine the information to include based on the audience and purpose of the document.

Business Plan Executive Summary Template

This executive summary template is designed to get your business plan noticed and reviewed. In this scenario, you’re presenting to an external audience and therefore should include more attention to detail with a standard business plan document. Use bullet points and clear, formal language to guide the reader to the most important information about your company.

Download Business Plan Executive Summary Template

Excel  |  Word  |  PDF  | Smartsheet

You can find a variety of templates for various industries and needs by reading “Free Executive Summary Templates.”

What Should Be in an Executive Summary of a Report?

Josh Bernoff spent 20 years writing and editing reports for Forrester Research. He is an advocate of creating actionable reports that tell a story. He believes that the executive summary is crucial.

“If the report is a story, the right executive summary is the same story, written briefly,” writes Bernoff . He recommends imagining that your readers ask you questions like, “What’s the coolest stuff in this report?” and “What did you find out?” while writing the report.

“Your answer, written directly to the reader, is the executive summary,” Bernoff explains in his book.

The executive summary of a report requires vivid details that grab online readers’ attention in a hurry. According to Bernoff, the summary recaps the story you want to tell behind all the words in the report. Using this advice as a guidepost, consider including the following answers to these questions to create your report’s summary:

What is the central plot of your report?

Why is this story important?

What are the most memorable scenes (examples, data, case study results, etc.) from the different sections of the report?

How does your research address the story’s central conflict (the problem solved)?

How does your research support the story’s conclusion?

What actions does the story recommend the reader be aware of?

The executive summary of lengthy research reports — especially those used in academic articles, scientific journals, government studies, or healthcare initiatives — require additional formatting considerations and elements not found in business plans or proposals. Consider the following guidelines when developing the executive summary of a research report:

Present the sections of the executive summary in the same order as in the main report.

Do not include information or research that is not supported and presented in the body of the report.

Draw a conclusion with the executive summary that justifies the research and provides recommendations.

Use a tone and language to describe technical information that readers without advanced knowledge or expertise of the subject matter can understand.

Remember that an executive summary of a report is distinct from an abstract. Abstracts are shorter overviews of a report and are common in academia. They familiarize the reader with a synopsis of the research that is much shorter than an executive summary. You can also think of an abstract as a standalone statement that helps the reader determine if they will read on. The executive summary, by contrast, summarizes the research in a structure that includes the summary, methods, results, conclusions, and recommendations for the reader without necessarily having to read further.

Research Report Executive Summary Template

Use this template to create a synopsis of research results for reports — these will typically be longer than an executive summary for a business plan and proposal. The template is formatted to accommodate in-depth reports that need space for charts and tables to illustrate research data. It is designed to summarize technical information in a concise manner, with clear subheadings that communicate key findings to readers with various expertise and interest.

Download Research Report Executive Summary Template

Word  |  PDF

Get Funding with Your Executive Summary

Startups seeking capital investment from venture capital funds and angel investors can repurpose the executive summary from a business plan as a more concise, less formal investor profile.

This type of summary memo is stripped down and focused on the specific financial requirements and how the funding makes an impact on the business strategy. It is the perfect template to create a profile on investor platform websites like AngelList and Gust . Use the following tips to transform traditional business plan summaries into the pitch that lands you a meeting or funding:

Include the specific dollar amount you’re requesting, the purpose for the funds raised, and any relevant data such as repayment terms, collateral, equity share information, etc.

Keep the financial data simple and round to the nearest whole dollar amount.

List founders, partners, and key management personnel and highlight specific domain expertise or previous startup experience.

Describe your company’s growth plan and the proposed exit strategy.

Remove any industry buzzwords, meaningless phrases, and cliches (for example “the Uber of…,” “game-changing,” “disruptive,” “next Facebook,” “world-class,” etc.).

Mention noteworthy achievements, intellectual property, important business partnerships, or information on product development stages in test markets.

Describe work in progress and highlight relevant information about customer growth, market demand, and product development.

Startup Executive Summary Template

Transform your executive summary into an investor document with this template. It acts as a one-page pitch that serves as your company profile on investor platforms. You can repurpose this template and save it as a PDF summary memo to land future meetings with investors. For more information on business plans for startups, including free budget templates, read “ Free Startup Plan, Budget & Cost Templates .”

Download Startup Executive Summary Template

Seamlessly Track the Progress of Your Executive Summary with Real-Time Work Management in Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Take your work to the next level. See how Smartsheet can help.

Business Plan Executive Summary with Example

Written by Dave Lavinsky

Executive Summary of a Business Plan

The Executive Summary is the most important part of your business plan. This is because it’s the first section in your plan, and if it doesn’t excite readers, they won’t continue reviewing it. Importantly, there is a way to ensure your executive summary is compelling and includes the key information readers expect. In this article, you’ll learn how to craft the perfect executive summary for your business plan.

Download our Ultimate Business Plan Template here >

Table of Contents:

What is an executive summary, why do i need an executive summary, how long should an executive summary be for a business plan, how to write an executive summary for a business plan + template, sample executive summary, other helpful resources for writing your business plan.

An executive summary of a business plan gives readers an overview of your business plan and highlights its key points.

The executive summary should start with a brief overview of your business concept. Then it should briefly summarize each section of your business plan: your industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan and funding needs.

If presented for funding, the executive summary provides the lender or investor a quick snapshot which helps them determine their interest level and if they should continue reading the rest of the business plan.

An effective executive summary is a quick version of your complete business plan. You need to keep it simple and succinct in order to grab the reader’s attention and convince them it’s in their best interest to keep reading.

As mentioned above, your business plan is a detailed document that requires time to read. Capturing the reader’s attention with a concise format that provides an interesting overview of your plan saves them time and indicates which parts of the business plan may be most important to read in detail. This increases the odds that your business plan will be read and your business idea understood. This is why you need a well-written executive summary.

When structuring your executive summary, the first thing to keep in mind is that it should be short and comprehensive. The length of your executive summary should never exceed 3 pages; the ideal length is one or two pages.

Finish Your Business Plan Today!

To write a compelling executive summary, follow the steps below and use our executive summary template as a guide:

State the Problem and/or Business Opportunity

Briefly describe your business idea, provide key information about your company history, conduct market research about your industry, identify the target market or ideal customer, explain your competitive advantage, establish relevant milestones for your business to achieve, develop a financial plan, describe the qualifications of your management team.

To help you get started, you can download our executive summary example business plan pdf here.

Whether you’re a large or small business, your executive summary is the first thing someone reads that forms an opinion of your business. Whether they decide to read your detailed business plan or push it aside depends on how good your executive summary is. We hope your executive summary guide helps you craft an effective and impactful executive summary. That way, readers will be more likely to read your full plan, request an in-person meeting, and give you funding to pursue your business plans.

Looking to get started on your business plan’s executive summary? Take a look at the business plan executive summary example below!

Finish Your Business Plan in 1 Day!

Don’t you wish there was a faster, easier way to finish your business plan?

With Growthink’s Ultimate Business Plan Template you can finish your plan in just 8 hours or less!

Shoutmouth.com Executive Summary

Business Overview Launched late last year, Shoutmouth.com is the most comprehensive music news website on the Internet.

Music is one of the most searched and accessed interests on the Internet. Top music artists like Taylor Swift receive over 5 million searches each month. In addition, over 500 music artists each receive over 25,000 searches a month.

However, music fans are largely unsatisfied when it comes to the news and information they seek on the artists they love. This is because most music websites (e.g., RollingStone.com, MTV.com, Billboard.com, etc.) cover only the top eight to ten music stories each day – the stories with mass appeal. This type of generic coverage does not satisfy the needs of serious music fans. Music fans generally listen to many different artists and genres of music. By publishing over 100 music stories each day, Shoutmouth enables these fans to read news on all their favorite artists.

In addition to publishing comprehensive music news on over 1200 music artists, Shoutmouth is a social network that allows fans to meet and communicate with other fans about music, and allows them to:

• Create personal profiles
• Interact with other members
• Provide comments on news stories and music videos
• Submit news stories and videos
• Recommend new music artists to add to the community
• Receive customized news and email alerts on their favorite artists

Success Factors

Shoutmouth is uniquely qualified to succeed due to the following reasons:

• Entrepreneurial track record : Shoutmouth’s CEO and team have helped launch numerous successful ventures.
• Monetization track record : Over the past two years, Shoutmouth’s founders have run one of the most successful online affiliate marketing programs, having sold products to over 500,000 music customers online.
• Key milestones completed : Shoutmouth’s founders have invested $500,000 to-date to staff the company (we currently have an 11-person full-time team), build the core technology, and launch the site. We have succeeded in gaining initial customer traction with 50,000 unique visitors in March, 100,000 unique visitors in April, and 200,000 unique visitors in May.

Unique Investment Metrics

The Shoutmouth investment opportunity is very exciting due to the metrics of the business.

To begin, over the past five years, over twenty social networks have been acquired. The value in these networks is their relationships with large numbers of customers, which allow acquirers to effectively sell to this target audience.

The sales price of these social networks has ranged from $25 to $137 per member. Shoutmouth has the ability to enroll members at less than $1 each, thus providing an extraordinary return on marketing expenditures. In fact, during a recent test, we were able to sign-up 2,000 members to artist-specific Shoutmouth newsletters at a cost of only 43 cents per member.

While we are building Shoutmouth to last, potential acquirers include many types of companies that seek relationships with music fans such as music media/publishing (e.g., MTV, Rolling Stone), ticketing (e.g., Ticketmaster, LiveNation) and digital music sales firms (e.g., iTunes).

Financial Strategy, Needs and Exit Strategy

While Shoutmouth’s technological, marketing and operational infrastructure has been developed, we currently require $3 million to execute on our marketing and technology plan over the next 24 months until we hit profitability.

Shoutmouth will primarily generate revenues from selling advertising space. As technologies evolve that allow us to seamlessly integrate music sampling and purchasing on our site, sales of downloadable music are also expected to become a significant revenue source. To a lesser extent, we may sell other music-related items such as ringtones, concert tickets, and apparel.

Topline projections over the next three years are as follows:

How it works

Transform your enterprise with the scalable mindsets, skills, & behavior change that drive performance.

Explore how BetterUp connects to your core business systems.

We pair AI with the latest in human-centered coaching to drive powerful, lasting learning and behavior change.

Build leaders that accelerate team performance and engagement.

Unlock performance potential at scale with AI-powered curated growth journeys.

Build resilience, well-being and agility to drive performance across your entire enterprise.

Transform your business, starting with your sales leaders.

Unlock business impact from the top with executive coaching.

Foster a culture of inclusion and belonging.

Accelerate the performance and potential of your agencies and employees.

See how innovative organizations use BetterUp to build a thriving workforce.

Discover how BetterUp measurably impacts key business outcomes for organizations like yours.

Daring Leadership Institute: a groundbreaking partnership that amplifies Brené Brown's empirically based, courage-building curriculum with BetterUp’s human transformation platform.

• What is coaching?

Learn how 1:1 coaching works, who its for, and if it's right for you.

Accelerate your personal and professional growth with the expert guidance of a BetterUp Coach.

Types of Coaching

Navigate career transitions, accelerate your professional growth, and achieve your career goals with expert coaching.

Enhance your communication skills for better personal and professional relationships, with tailored coaching that focuses on your needs.

Find balance, resilience, and well-being in all areas of your life with holistic coaching designed to empower you.

Discover your perfect match : Take our 5-minute assessment and let us pair you with one of our top Coaches tailored just for you.

Find your coach

Research, expert insights, and resources to develop courageous leaders within your organization.

Best practices, research, and tools to fuel individual and business growth.

View on-demand BetterUp events and learn about upcoming live discussions.

The latest insights and ideas for building a high-performing workplace.

• BetterUp Briefing

The online magazine that helps you understand tomorrow's workforce trends, today.

Innovative research featured in peer-reviewed journals, press, and more.

Founded in 2022 to deepen the understanding of the intersection of well-being, purpose, and performance

We're on a mission to help everyone live with clarity, purpose, and passion.

Join us and create impactful change.

Read the buzz about BetterUp.

Meet the leadership that's passionate about empowering your workforce.

For Business

For Individuals

How to write an executive summary in 10 steps

Whether presenting a business plan, sharing project updates with stakeholders, or submitting a project proposal, an executive summary helps you grab attention and convey key insights.

Think of it as a condensed version of a document, report, or proposal that highlights the most important information clearly and concisely. It's like a "cheat sheet" that gives you a snapshot of the main points without reading the entire thing.

Throughout the article, we'll explore some examples of executive summaries to give you a better understanding of how they can be applied. Plus, we'll provide you with ready-to-use templates and best practices for writing compelling executive summaries.

What is an executive summary?

An executive summary is a concise overview of a longer document or report. It is typically written for busy executives or decision-makers who may not have the time to read the entire document but still need to grasp its key points and recommendations. 

An effective executive summary should capture the essence of the document, highlighting the most important information in a brief and easily understandable way. It should provide a snapshot of the document's purpose, methodology, major findings, and key recommendations. The summary should be written in a way that allows the reader to quickly grasp the main ideas and make informed decisions based on the information presented.

Why do you need to write one?

For a business owner , an executive summary is one of the most important documents you will have. Like a business plan , they help you lay out the potential value of your business and your potential for success. 

Unlike a business proposal, however, an executive summary is designed to be read in a brief amount of time. That makes them ideal for a variety of uses, like project proposals and research summaries. Sending your strategic plan to a prospective investor or stakeholder likely won’t get you far. But a brief report that clearly states your key findings and what’s in it for them might help you — and your proposal — stand out. It isn't all the details. It's what gets you the meeting to share more.

An executive summary is also a business document that can travel without you. It may be presented to other leaders and potential investors. If it’s written well, it will take on a life of its own. You may find that you get support and resources from places you never imagined.

What should be included in an executive summary?

Your executive summary should include brief descriptions of who your product, service, or proposal is for and your competitive advantage. Be sure to introduce your report concisely yet clearly . Note the most important points and its overall purpose––what do you hope to achieve with this report? 

Also, include any necessary background information and statistics about the industry, high-level information about your business model, necessary financial information, or other insights you discuss in the report. Depending on your proposal, you may want to consider summarizing a market analysis of your target market.

Typically, an executive summary follows a structured format, including sections such as:

• Introduction: Provides a brief background and context for the document.
• Objective or purpose: Clearly states the goal of the document and what it aims to achieve.
• Methodology: Briefly describes the approach, data sources, and methods used to conduct the research or analysis.
• Findings: Summarizes the main findings, conclusions, or results derived from the document.
• Recommendations: Outlines the key recommendations or proposed actions based on the findings.
• Conclusion: Provides a concise wrap-up of the main points and emphasizes the significance of the document.

How do you write an executive summary?

When tackling an executive summary, it's all about following a structured approach to ensure you effectively communicate those crucial points, findings, and recommendations. Let’s walk through some steps and best practices to make it a breeze:

Step 1: Get to know the document

Take the time to dive into the full document or report that your executive summary will be based on. Read it thoroughly and identify the main objectives, key findings, conclusions, and recommendations.

Step 2: Know your audience

Think about who you're writing the executive summary for. Consider their knowledge level, interests, and priorities. This helps you tailor the summary to their needs and make it relevant and impactful.

Step 3: Outline the structure

Create an outline for your executive summary with sections like introduction, objective, methodology, findings, recommendations, and conclusion. This way, you'll have a logical flow that's easy to follow.

Step 4: Start strong

Kick off your executive summary with a captivating opening statement. Make it concise, engaging, and impactful to hook the reader and make them want to keep reading.

Step 5: Summarize objectives and methodology

Give a brief overview of the document's objectives and the methodology used to achieve them. This sets the context and helps the reader understand the approach taken.

Step 6: Highlight key findings

Summarize the main findings, conclusions, or results. Focus on the juiciest and most relevant points that support the document's purpose. Keep it clear and concise to get the message across effectively.

Step 7: Present key recommendations

Outline the important recommendations or proposed actions based on the findings. Clearly state what needs to be done, why it matters, and how it aligns with the document's objectives. Make those recommendations actionable and realistic.

Step 8: Keep it snappy

Remember, an executive summary should be short and sweet. Skip unnecessary details, jargon, or technical language . Use straightforward language that hits the mark.

Step 9: Review and polish

Once you've written the executive summary, give it a careful review for clarity, coherence, and accuracy. Make sure it captures the essence of the full document and represents its content faithfully. Take the extra step to edit out any fluff or repetition.

Step 10: Dress to impress

Consider formatting and presentation. Use headings, bullet points, and formatting styles to make it visually appealing and easy to skim. If it makes sense, include some graphs, charts, or visuals to highlight key points.

Tips for writing an effective executive summary

• Adapt your language and tone to suit your audience.
• Keep things concise and crystal clear—say no to jargon.
• Focus on the most important info that packs a punch.
• Give enough context without overwhelming your reader.
• Use strong and persuasive language to make your recommendations shine.
• Make sure your executive summary makes sense even if the full document isn't read.
• Proofread like a pro to catch any pesky grammar, spelling, or punctuation errors.

Executive summary template for business plans

Here's a general template for creating an executive summary specifically for business plans:

[Your Company Name]

[Business Plan Title]

Business overview

Provide a brief introduction to your company, including its name, location, industry, and mission statement . Describe your unique value proposition and what sets your business apart from competitors.

Market analysis

Summarize the key findings of your market research. Provide an overview of the target market, its size, growth potential, and relevant trends. Highlight your understanding of customer needs, preferences, and behaviors.

Product or service offering

Outline your core products or services, including their key features and benefits. Emphasize how your offerings address customer pain points and provide value. Highlight any unique selling points or competitive advantages.

Business model

Explain your business model and revenue generation strategy. Describe how you will generate revenue, the pricing structure, and any distribution channels or partnerships that contribute to your business's success.

Marketing and sales strategy

Summarize your marketing and sales approach. Highlight the key tactics and channels you will use to reach and attract customers. Discuss your promotional strategies, pricing strategies, and customer acquisition plans.

Management team

Introduce the key members of your management team and their relevant experience. Highlight their expertise and how it positions the team to execute the business plan successfully. Include any notable advisors or board members.

Financial projections

Summarize your financial projections, including revenue forecasts, expected expenses, and projected profitability. Highlight any key financial metrics or milestones. Briefly mention your funding needs, if applicable.

Funding requirements

If seeking funding, outline your funding requirements, including the amount needed, its purpose, and the potential sources of funding you are considering. Summarize the expected return on investment for potential investors.

Reiterate the vision and potential of your business. Summarize the key points of your business plan, emphasizing its viability, market potential, and the expertise of your team. Convey confidence in the success of your venture.

Note: Keep the executive summary concise and focused, typically within one to two pages. Use clear and compelling language, emphasizing the unique aspects of your business. Tailor the template to suit your specific business plan, adjusting sections and details accordingly.

Remember, the executive summary serves as an introduction to your business plan and should pique the reader's interest, conveying the value and potential of your business in a concise and persuasive manner.

Executive summary examples

Every executive summary will be unique to the organization's goals, vision, and brand identity. We put together two general examples of executive summaries to spark your creativity and offer some inspiration. 

These are not intended to be used as-is but more to offer ideas for how you may want to put your own executive summary together. Be sure to personalize your own summary with specific statistics and relevant data points to make the most impact.

Example 1: executive summary for a communications business plan

Introduction:

We're thrilled to present our innovative [insert product] that aims to revolutionize the way people connect and engage. Our vision is to empower individuals and businesses with seamless communication solutions that break barriers and foster meaningful connections.

Market opportunity:

The communications industry is evolving rapidly, and we've identified a significant opportunity in the market. With the proliferation of remote work, the need for reliable and efficient communication tools has skyrocketed. Our extensive market research indicates a demand for solutions that prioritize user experience, security, and flexibility.

Product offering:

At [Company Name], we've developed a suite of cutting-edge communication tools designed to meet the diverse needs of our customers. Our flagship product is a unified communication platform that integrates voice, video, messaging, and collaboration features into a seamless user experience. We also offer customizable solutions for businesses of all sizes, catering to their unique communication requirements.

Unique value proposition:

What sets us apart from the competition? Our user-centric approach and commitment to innovation. We prioritize user experience by creating intuitive interfaces and seamless interactions. Our solutions are scalable, adaptable, and designed to keep up with evolving technological trends. By combining ease of use with advanced features, we deliver unparalleled value to our customers.

Target market:

Our primary focus is on small and medium-sized businesses (SMBs) that require efficient and cost-effective communication tools. We also cater to individuals, remote teams, and larger enterprises seeking reliable and secure communication solutions. Our target market encompasses industries such as technology, finance, healthcare, and professional services.

Business model:

To generate revenue, we employ a subscription-based business model. Customers can choose from different plans tailored to their specific needs, paying a monthly or annual fee. We also offer additional services such as customization, integration, and customer support, creating additional revenue streams and fostering long-term customer relationships.

Marketing and sales strategy:

Our marketing strategy centers around building brand awareness through targeted digital campaigns, content marketing, and strategic partnerships. We'll leverage social media, industry influencers, and online communities to reach our target audience. Additionally, our sales team will engage in proactive outreach, nurturing leads and providing personalized consultations to convert prospects into loyal customers.

Team and expertise:

Our team is composed of experienced professionals with a deep understanding of the communications industry. Led by our visionary founder and supported by a skilled and diverse team, we have the expertise to drive innovation, develop robust products, and deliver exceptional customer service. We're passionate about our mission and dedicated to making a lasting impact in the market.

Financial projections:

Based on extensive market research and financial analysis, we anticipate strong growth and profitability. Our financial projections indicate steady revenue streams, with increasing customer adoption and market share. We're committed to managing costs effectively, optimizing our resources, and continuously reinvesting in research and development.

Funding requirements:

To fuel our ambitious growth plans and accelerate product development, we're seeking [funding amount] in funding. These funds will be allocated towards expanding our team, scaling our infrastructure, marketing efforts, and ongoing product innovation. We believe this investment will position us for success and solidify our market presence.

Conclusion:

In summary, [Company Name] is poised to disrupt the communications industry with our innovative solutions and customer-centric approach. We're ready to make a positive impact by empowering individuals and businesses to communicate effectively and effortlessly. Join us on this exciting journey as we redefine the future of communication. Together, we'll shape a connected world like never before.

Example 2: executive summary for a project proposal

[Project Name]

[Project Proposal Date]

Hello! We're thrilled to present our project proposal for [Project Name]. This executive summary will provide you with a high-level overview of the project, its objectives, and the value it brings.

Project overview:

Our project aims to [describe the project's purpose and scope]. It's a response to [identify the problem or opportunity] and has the potential to bring significant benefits to [stakeholders or target audience]. Through meticulous planning and execution, we're confident in our ability to achieve the desired outcomes.

Objectives:

The primary goal of our project is to [state the overarching objective]. In addition, we have specific objectives such as [list specific objectives]. By accomplishing these goals, we'll create a positive impact and drive meaningful change.

Our proposed approach for this project is based on a thorough analysis of the situation and best practices. We'll adopt a structured methodology that includes [describe the key project phases or activities]. This approach ensures efficient utilization of resources and maximizes project outcomes.

The benefits of this project are truly exciting. Through its implementation, we anticipate [describe the anticipated benefits or outcomes]. These benefits include [list specific benefits], which will have a lasting and positive effect on [stakeholders or target audience].

Implementation timeline:

We've devised a comprehensive timeline to guide the project from initiation to completion. The project is divided into distinct phases, with well-defined milestones and deliverables. Our timeline ensures that tasks are executed in a timely manner, allowing us to stay on track and deliver results.

Resource requirements:

To successfully execute this project, we've identified the key resources needed. This includes [list the resources required, such as human resources, technology, equipment, and funding]. We're confident in our ability to secure the necessary resources and allocate them effectively to ensure project success.

A project of this nature requires a well-planned budget. Based on our analysis, we've estimated the required funding to be [state the budget amount]. This budget encompasses all project-related costs and aligns with the anticipated benefits and outcomes.

Our project proposal is an exciting opportunity to address [the problem or opportunity] and create tangible value for [stakeholders or target audience]. With a clear vision, defined objectives, and a robust implementation plan, we're ready to embark on this journey. Join us as we bring this project to life and make a lasting impact. 

Is an executive summary the same as a project plan?

While both are important components of project management and documentation , they serve different purposes and contain distinct information.

An executive summary, as discussed earlier, is a concise overview of a longer document or report. It provides a snapshot of the key points, findings, and recommendations. It focuses on high-level information and aims to provide an overview of the document's purpose, methodology, findings, and recommendations.

On the other hand, a project plan is a detailed document that outlines the specific activities, tasks, timelines, resources, and milestones associated with a project. It serves as a roadmap for project execution, providing a comprehensive understanding of how the project will be carried out.

A project plan typically includes objectives, scope, deliverables, schedule, budget, resource allocation, risk management, and communication strategies. It is intended for project team members, stakeholders, and those directly involved in the execution.

In summary, an executive summary offers a condensed overview of a document's key points, while a project plan provides a comprehensive and detailed roadmap for executing a project.

Executive summaries vs. abstracts

An executive summary is not the same as an abstract. Executive summaries focus on the main points of a proposal. They highlight when and why a reader should invest in the company or project.

An abstract, on the other hand, concentrates on what the business does and its marketing plan. It typically doesn’t include detailed information about finances.

While it is usually compelling, it’s less of an elevator pitch and more of a summary. The goal of an abstract is to inform, not to persuade. On the other hand, the goal of an executive summary is to give readers who are pressed for time just enough information that they’ll want to look further into your proposition.

When do you use an executive summary?

An executive summary is used in various situations where there is a need to present a condensed overview of a longer document or report. Here are some common instances when an executive summary is used:

• Business proposals: When submitting a business proposal to potential investors, partners, or stakeholders, an executive summary is often included. It provides a concise overview of the proposal, highlighting the key aspects such as the business idea, market analysis, competitive advantage, financial projections, and recommended actions.
• Reports and research studies: Lengthy reports or research studies often include an executive summary at the beginning. This allows decision-makers, executives, or other stakeholders to quickly understand the purpose, methodology, findings, and recommendations of the report without going through the entire document.
• Project updates: During the course of a project, project managers may prepare executive summaries to provide updates to stakeholders or higher-level management. These summaries give a brief overview of the project's progress, achievements, challenges, and upcoming milestones.
• Strategic plans: When developing strategic plans for an organization, an executive summary is often included to provide an overview of the plan's goals, objectives, strategies, and key initiatives. It allows executives and stakeholders to grasp the essence of the strategic plan and its implications without reading the entire document.
• Funding requests: When seeking funding for a project or venture, an executive summary is commonly used as part of the funding proposal. It provides a succinct summary of the project, highlighting its significance, potential impact, financial requirements, and expected outcomes.

In general, an executive summary is used whenever there is a need to communicate the main points, findings, and recommendations of a document concisely and efficiently to individuals who may not have the time or inclination to read the entire content. It serves as a valuable tool for understanding and facilitates quick decision-making.

5 ways project managers can use executive summaries

Project managers can use executive summaries in various ways to effectively communicate project updates, status reports, or proposals to stakeholders and higher-level management. Here are some ways project managers can use executive summaries:

• Project status updates: Project managers can provide regular executive summaries to stakeholders and management to communicate the current status of the project. The summary should include key achievements, milestones reached, challenges encountered, and any adjustments to the project plan. It allows stakeholders to quickly grasp the project's progress and make informed decisions or provide guidance as needed.
• Project proposals: When pitching a project idea or seeking approval for a new project, project managers can prepare an executive summary to present the essential aspects of the project. The summary should outline the project's objectives, scope, anticipated benefits, resource requirements, estimated timeline, and potential risks. It helps decision-makers understand the project's value and make an informed choice about its initiation.
• Project closure reports: At the end of a project, project managers can prepare an executive summary as part of the project closure report. The summary should highlight the project's overall success, key deliverables achieved, lessons learned, and recommendations for future projects. It provides a concise overview of the project's outcomes and acts as a valuable reference for future initiatives.
• Steering committee meetings: When project managers present updates or seek guidance from a steering committee or governance board, an executive summary can be an effective tool. The summary should cover the important aspects of the project, such as progress, issues, risks, and upcoming milestones. It ensures that decision-makers are well-informed about the project's status and can provide relevant guidance or support.
• Change requests: When submitting a change request for a project, project managers can include an executive summary to summarize the proposed change, its impact on the project, potential risks, and benefits. It helps stakeholders and decision-makers quickly assess the change request and make informed decisions about its implementation.

Using executive summaries, project managers can efficiently communicate project-related information to stakeholders, executives, and decision-makers. The summaries provide a concise overview of the project's status, proposals, or closure reports, allowing stakeholders to quickly understand the key points and take appropriate action.

When should you not use an executive summary?

While executive summaries are widely used in many situations, there are some cases where they may not be necessary or suitable. Here are a few scenarios where an executive summary may not be appropriate, along with alternative approaches:

• Highly technical documents: If the document contains highly technical or specialized information that requires a detailed understanding, an executive summary alone may not be sufficient. In such cases, it is better to provide the complete document and supplement it with explanatory materials, presentations , or meetings where experts can explain and discuss the technical details.
• Personal or creative writing: Executive summaries are typically used for informational or analytical documents. If the content is more personal in nature, such as a memoir, novel, or creative piece, an executive summary may not be relevant. Instead, focus on providing an engaging introduction or book blurb that entices readers and conveys the essence of the work.
• Short documents: If the document itself is already concise and can be easily read in its entirety, an executive summary may be redundant. In these cases, it is more effective to present the complete document without an additional summary.
• Interactive presentations: In situations where you can present information interactively, such as in meetings, workshops, or conferences, it may be more effective to engage the audience directly rather than relying solely on an executive summary. Use visual aids, demonstrations, discussions, and Q&A sessions to convey the necessary information and capture the audience's attention.

Final thoughts on writing a compelling executive summary

An executive summary isn’t the kitchen sink — it’s the bells and whistles. Geared toward busy decision-makers, these one-pagers communicate your case for action and proposed solutions. When it’s written well, your audience will walk away with an understanding of what needs to be done, why it needs to happen, and why they should help it move forward. 

But writing it well doesn’t just mean spell-checking. It means tailoring your communication to an influential, yet busy and distracted audience. To be effective, you’ll need to write your proposal with empathy and an understanding of what matters to them .

Understand Yourself Better:

Big 5 Personality Test

Allaya Cooks-Campbell

With over 15 years of content experience, Allaya Cooks Campbell has written for outlets such as ScaryMommy, HRzone, and HuffPost. She holds a B.A. in Psychology and is a certified yoga instructor as well as a certified Integrative Wellness & Life Coach. Allaya is passionate about whole-person wellness, yoga, and mental health.

Tips for how to write a LinkedIn summary and examples

How to write a resume summary that works + examples, executive development is personalized to leaders everywhere, 12 resume career objective examples and tips for writing one, executive presence: what is it, why you need it and how to get it, what is a career statement, and should you write one, how to write a professional development plan for career success, how executive functioning governs daily life activities, 10 personal brand statements to put all eyes on you, how to create a scope of work in 8 steps, 3 problem statement examples and steps to write your own, what’s a project scope, and how do you write one, how the minto pyramid principle can enhance your communication skills, how to make decisions like a multi-billion dollar corporation, cv versus resume demystify the differences once and for all, how to write a memo: 8 steps with examples, stay connected with betterup, get our newsletter, event invites, plus product insights and research..

3100 E 5th Street, Suite 350 Austin, TX 78702

• Platform Overview
• Integrations
• Powered by AI
• BetterUp Lead™
• BetterUp Manage™
• BetterUp Care®
• Sales Performance
• Diversity & Inclusion
• Case Studies
• Why BetterUp?
• About Coaching
• Find your Coach
• Career Coaching
• Communication Coaching
• Personal Coaching
• News and Press
• Leadership Team
• Become a BetterUp Coach
• BetterUp Labs
• Center for Purpose & Performance
• Leadership Training
• Business Coaching
• Contact Support
• Contact Sales
• Privacy Policy
• Acceptable Use Policy
• Trust & Security
• Cookie Preferences

• Link to facebook
• Link to linkedin
• Link to twitter
• Link to youtube
• Writing Tips

How to Write an Executive Summary for a Business Plan

• 3-minute read
• 19th November 2023

An executive summary is the part of a business plan that gives an outline of the main plan. So to write an executive summary, we first need to read the business plan carefully and understand its key points. These key points are what we will condense to form the executive summary. It’s important to ensure that the executive summary can stand alone because plenty of users will read only that and not the main business plan. We could say that the business plan is the original TL;DR (too long; didn’t read)!

But first, let’s take a quick look at what goes into a business plan so we can focus on the sections we need for our executive summary.

What Is a Business Plan?

A business plan is a document that sets out a business’s strategy and the means of achieving it. The business plan usually contains the following sections:

How to Write an Executive Summary

The executive summary covers the same headings as the main business plan but not in so much detail. This is where our editing skills come to the fore!

The following six steps explain how to approach writing the executive summary.

Consider the Audience

Who will be using the summary? The business plan might be issued only to a very specific group of people, in which case, their needs are paramount and specialized. If the business plan is going out on wider release, we need to think about what a general reader will want to know.

Check That It Makes Sense on Its Own

Make sure the summary can be read as a stand-alone document for users who won’t read the whole plan.

Use Formatting Effectively

Make good use of formatting, headings, numbering, and bullets to increase clarity and readability.

Keep It Brief

One page (or around ten percent of the total word count for a large document) is great.

Avoid Jargon

Try to avoid jargon and use straightforward language. Readers of the executive summary might not have business backgrounds (for instance, if they are friend and family investors in a small start-up business).

Find this useful?

Subscribe to our newsletter and get writing tips from our editors straight to your inbox.

Proofread the Executive Summary

The executive summary will very likely be the first – and perhaps the only – part of the business plan some people will read, and it must be error-free to make a professional impression.

●  Consider the audience .

●  Ensure that the executive summary can stand alone.

●  Use formatting tools to good advantage.

●  Keep it brief.

●  Keep it simple.

●  Proofread it.

If you’d like an expert to proofread your business plan – or any of your writing – get in touch!

Share this article:

Post A New Comment

Got content that needs a quick turnaround? Let us polish your work. Explore our editorial business services.

5-minute read

Free Email Newsletter Template (2024)

Promoting a brand means sharing valuable insights to connect more deeply with your audience, and...

6-minute read

How to Write a Nonprofit Grant Proposal

If you’re seeking funding to support your charitable endeavors as a nonprofit organization, you’ll need...

9-minute read

How to Use Infographics to Boost Your Presentation

Is your content getting noticed? Capturing and maintaining an audience’s attention is a challenge when...

8-minute read

Why Interactive PDFs Are Better for Engagement

Are you looking to enhance engagement and captivate your audience through your professional documents? Interactive...

7-minute read

Seven Key Strategies for Voice Search Optimization

Voice search optimization is rapidly shaping the digital landscape, requiring content professionals to adapt their...

4-minute read

Five Creative Ways to Showcase Your Digital Portfolio

Are you a creative freelancer looking to make a lasting impression on potential clients or...

Make sure your writing is the best it can be with our expert English proofreading and editing.

We earn commissions if you shop through the links below.  Read more

How to Write an Executive Summary for a Business Plan

Back to Business Plans

Written by: Carolyn Young

Carolyn Young is a business writer who focuses on entrepreneurial concepts and the business formation. She has over 25 years of experience in business roles, and has authored several entrepreneurship textbooks.

Edited by: David Lepeska

David has been writing and learning about business, finance and globalization for a quarter-century, starting with a small New York consulting firm in the 1990s.

Published on February 27, 2023 Updated on August 18, 2024

Launching a business involves countless tasks, but a crucial early hurdle is writing a business plan . Many entrepreneurs who aren’t looking for funding think they can skip this step, but that’s never a good idea . 

A sharp business plan is essentially a business owner’s commitment to and preparation for the road ahead, and the executive summary might be the most important part. Investors and lenders usually only read the executive summary, unless it succeeds in grabbing their interest. 

Thus, if you’re looking for financing, an excellent executive summary is absolutely essential. But even if you’re not, writing a strong executive summary can help gather your thoughts and lessons learned. Lucky for you, this guide shows you just how to do it. 

• What is an Executive Summary?

The executive summary opens your business plan, but it’s the section you’ll write last. It summarizes the key points and highlights the most important aspects of your plan. 

Again, often investors and lenders will only read the executive summary; if it doesn’t capture their interest they’ll stop reading, so it must be as compelling as possible, even at two pages or less. 

• What to Include in the Executive Summary

Several key points should be included in the executive summary.

1. The Business Opportunity

What problem are you solving in the market and for whom? Write a few sentences about the opportunity and your target market . This should be at the top of your executive summary after a very brief introduction of your concept and vision. 

2. The Business Idea and Model

Provide specific information about your product or service, how it solves a market problem, and how you’ll sell it. Will it be one-time sales or a subscription? Focus on your product or service as a solution, discussing how it solves the problem and why it’s better than other solutions. 

3. Company History

What have you done to this point? When you’re just getting started, this may be nothing more than coming up with the idea, choosing a business name , and forming a business entity. Highlight milestones you’ve achieved. 

4. Market Summary

Discuss the state of the industry, market size, and projected growth. Include data points with links to sources. Also, touch upon why you chose your target market and the competitive landscape of your market. Don’t go into too much detail, just mention the most intriguing elements.

5. Competitive Advantage

Write a strong statement about how your company is going to stand out in the market – why will customers choose your product over those of competitors? This is extremely important to investors, so take your time on this one after you’ve done your full competitive analysis . 

6. Objectives

Write a short list of specific goals that you plan to achieve in the short term, such as developing your product, launching a marketing campaign, or hiring a key person. 

7. Management team

Provide a summary of your management team, their roles, and the relevant experience that they have to serve in those roles. Don’t be overly self-promotional here; just state the facts in a positive way. 

8. Financial Highlights

Provide a summary of your financial plan including revenue and profit projections (best in bullet form) for at least three years and a break-even analysis in a simple chart form. If you’ve already made some sales, include your revenue numbers.

9. The “Ask”

Your “ask”, if applicable, is what you’re requesting from the investor or lender. You’ll include the amount you’d like and how it will be spent, such as “We are seeking $50,000 in seed funding to develop our beta product”.  

It’s best not to specify the terms of funding you’re requesting, such as stating an equity offer. That will be a matter of negotiation.

10. Other Compelling Points

If there are any other points from your business plan that illustrate how your business will be unique and successful, be sure to include those as well. The executive summary should be as persuasive as possible. 

If you finish your executive summary and it’s more than two pages long, cut it down. Investors and lenders aren’t looking for a long read; they want you to get to the point and to be “wowed” by your vision. That will persuade them to dig into your full plan. 

So take all the time you need to write an excellent summary, then have somebody you trust review it to make sure it delivers. The future of your business could depend on it.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Subscribe to Our Newsletter

Featured resources.

Crafting the Perfect Business Plan: A Deep Dive with Upmetrics’ Vinay Kevadiya

Carolyn Young

Published on October 13, 2023

In the first segment of our conversation with Vinay Kevadiya, the visionary behind Upmetrics, we explored the platform’s origins and itsunique ...

LivePlan Software Review: Features, Cost, Pros & Cons

Published on September 15, 2023

When you’re starting a business, a business plan is essential whether you’re going to obtain financing or not. Creating a business plan helpsyou ...

What to Include in Your Business Plan Appendix?

Published on September 13, 2023

Launching a business involves countless tasks, and one of the crucial early hurdles is writing a business plan. Many entrepreneurs who aren’tlooki ...

No thanks, I don't want to stay up to date on industry trends and news.

Our Recommendations

• Best Small Business Loans for 2024
• Businessloans.com Review
• Biz2Credit Review
• SBG Funding Review
• Rapid Finance Review
• 26 Great Business Ideas for Entrepreneurs
• Startup Costs: How Much Cash Will You Need?
• How to Get a Bank Loan for Your Small Business
• Articles of Incorporation: What New Business Owners Should Know
• How to Choose the Best Legal Structure for Your Business

Small Business Resources

• Business Ideas
• Business Plans
• Startup Basics
• Startup Funding
• Franchising
• Success Stories
• Entrepreneurs
• The Best Credit Card Processors of 2024
• Clover Credit Card Processing Review
• Merchant One Review
• Stax Review
• How to Conduct a Market Analysis for Your Business
• Local Marketing Strategies for Success
• Tips for Hiring a Marketing Company
• Benefits of CRM Systems
• 10 Employee Recruitment Strategies for Success
• Sales & Marketing
• Social Media
• Best Business Phone Systems of 2024
• The Best PEOs of 2024
• RingCentral Review
• Nextiva Review
• Ooma Review
• Guide to Developing a Training Program for New Employees
• How Does 401(k) Matching Work for Employers?
• Why You Need to Create a Fantastic Workplace Culture
• 16 Cool Job Perks That Keep Employees Happy
• 7 Project Management Styles
• Women in Business
• Personal Growth
• Best Accounting Software and Invoice Generators of 2024
• Best Payroll Services for 2024
• Best POS Systems for 2024
• Best CRM Software of 2024
• Best Call Centers and Answering Services for Busineses for 2024
• Salesforce vs. HubSpot: Which CRM Is Right for Your Business?
• Rippling vs Gusto: An In-Depth Comparison
• RingCentral vs. Ooma Comparison
• Choosing a Business Phone System: A Buyer’s Guide
• Equipment Leasing: A Guide for Business Owners
• HR Solutions
• Financial Solutions
• Marketing Solutions
• Security Solutions
• Retail Solutions
• SMB Solutions

Business News Daily provides resources, advice and product reviews to drive business growth. Our mission is to equip business owners with the knowledge and confidence to make informed decisions. As part of that, we recommend products and services for their success.

We collaborate with business-to-business vendors, connecting them with potential buyers. In some cases, we earn commissions when sales are made through our referrals. These financial relationships support our content but do not dictate our recommendations. Our editorial team independently evaluates products based on thousands of hours of research. We are committed to providing trustworthy advice for businesses. Learn more about our full process and see who our partners are here .

5 Steps for Writing an Executive Summary

Learn what to include in your executive summary and how to go about writing one.

Table of Contents

Anyone starting a new business must create a business plan that clearly outlines the organization’s details and goals. The executive summary is a crucial element of that business plan.

We’ll explore five steps to writing your business plan’s executive summary, including what to include and avoid. We’ll also point you toward executive summary templates to help you get started. 

What is an executive summary?

New entrepreneurs or business owners typically use a business plan to present their great business idea to potential stakeholders like angel investors . The purpose of the business plan is to attract financing from investors or convince banking executives to get a bank loan for their business . An executive summary is a business plan overview that succinctly highlights its most essential elements. 

It’s not just a general outline; the executive summary might be the only part of your business plan that busy executives and potential investors read. 

“The executive summary of a business plan is designed to capture the reader’s attention and briefly explain your business, the problem you are solving, the target audience, and key financial information,” Ross Kimbarovsky, CEO and founder of Crowdspring, told Business News Daily. “If the executive summary lacks specific information or does not capture the attention of the reader, the rest of the plan might not be read.”

While your executive summary should be engaging and comprehensive, it must also be quick and easy to read. These documents average one to four pages – ideally, under two pages – and should comprise less than 10% of your entire business plan.

How do you write an executive summary?

Your executive summary will be unique to your organization and business plan. However, most entrepreneurs and business owners take the following five steps when creating their executive summary.

• Write your business plan first. The executive summary will briefly cover the most essential topics your business plan covers. For this reason, you should write the entire business plan first, and then create your executive summary. The executive summary should only cover facts and details included in the business plan.
• Write an engaging introduction. What constitutes “engaging” depends on your audience. For example, if you’re in the tech industry, your introduction may include a surprising tech trend or brief story. The introduction must be relevant to your business and capture your audience’s attention. It is also crucial to identify your business plan’s objective and what the reader can expect to find in the document.
• Write the executive summary. Go through your business plan and identify critical points to include in your executive summary. Touch on each business plan key point concisely but comprehensively. You may mention your marketing plan , target audience, company description, management team, and more. Readers should be able to understand your business plan without reading the rest of the document. Ideally, the summary will be engaging enough to convince them to finish the document, but they should be able to understand your basic plan from your summary. (We’ll detail what to include in the executive summary in the next section.)
• Edit and organize your document. Organize your executive summary to flow with your business plan’s contents, placing the most critical components at the beginning. A bulleted list is helpful for drawing attention to your main points. Double-check the document for accuracy and clarity. Remove buzzwords, repetitive information, qualifying words, jargon, passive language and unsupported claims. Verify that your executive summary can act as a standalone document if needed.
• Seek outside assistance. Since most entrepreneurs aren’t writing experts, have a professional writer or editor look over your document to ensure it flows smoothly and covers the points you’re trying to convey.

What should you include in an executive summary?

Your executive summary is based on your business plan and should include details relevant to your reader. For example, if your business plan’s goal is pitching a business idea to potential investors , you should emphasize your financial requirements and how you will use the funding. 

The type of language you use depends on whether your audience consists of generalists or industry experts.

While executive summary specifics will vary by company, Marius Thauland, business strategist at OMD EMEA, says all executive summaries should include a few critical elements:

• Target audience
• Products and services
• Marketing and sales strategies
• Competitive analysis
• Funding and budget allocation for the processes and operations
• Number of employees to be hired and involved
• How you’ll implement the business plan 

When synthesizing each section, highlight the details most relevant to your reader. Include any facts and statistics they must know. In your introduction, present pertinent company information and clearly state the business plan’s objective. To pinpoint key messages for your executive summary, ask yourself the following questions: 

• What do you want the reader to take away from the document? 
• What do you want to happen after they read it? 

“Put yourself in the business plan reader’s shoes, and think about what you would like to know in the report,” Thauland advised. “Get their attention by making it simple and brief yet still professional. It should also attract them to read the entire document to understand even the minute details.”

What should you avoid in an executive summary?

When writing your executive summary, be aware of the following common mistakes: 

• Making your executive summary too long. An executive summary longer than two pages will deter some readers. You’re likely dealing with busy executives, and an overlong stretch of text can overwhelm them.
• Copying and pasting from other executive summary sections. Reusing phrases from other sections and stringing them together without context can seem confusing and sloppy. It’s also off-putting to read the same exact phrase twice within the same document. Instead, summarize your business plan’s central points in new, descriptive language.
• Too many lists and subheadings in your executive summary. After one – and only one – introductory set of bullets, recap your business plan’s main points in paragraph form without subheadings. Concision and clarity are more important for an executive summary than formatting tricks.
• Passive or unclear language in your executive summary. You’re taking the reins of your business, and your executive summary should show that. Use active voice in your writing so everyone knows you’re running the show. Be as clear as possible in your language, leaving no questions about what your business will do and how it will get there.
• Avoid general descriptions in your executive summary. Kimbarovsky said it’s best to avoid generalities in your executive summary. For example, there’s no need to include a line about “your team’s passion for hard work.” This information is a given and will take attention away from your executive summary’s critical details.
• Don’t use comparisons in your executive summary. Kimbarovsky also advises staying away from comparisons to other businesses in your executive summary. “Don’t say you will be the next Facebook, Uber or Amazon,” said Kimbarovsky. “Amateurs make this comparison to try and show how valuable their company could be. Instead, focus on providing the actual facts that you believe prove you have a strong company. It’s better if the investor gives you this accolade because they see the opportunity.”

Executive summary templates and resources

If you’re writing an executive summary for the first time, online templates can help you outline your document. However, your business is unique, and your executive summary should reflect that. An online template probably won’t cover every detail you’ll need in your executive summary. Experts recommend using templates as general guidelines and tailoring them to fit your business plan and executive summary.

To get you started, here are some popular executive summary template resources:

• FormSwift. The FormSwift website lets you create and edit documents and gives you access to over 500 templates. It details what an effective executive summary includes and provides a form builder to help you create your executive summary. Fill out a step-by-step questionnaire and export your finished document via PDF or Word.
• Smartsheet. The Smartsheet cloud-based platform makes planning, managing and reporting on projects easier for teams and organizations. It offers several free downloadable executive summary templates for business plans, startups, proposals, research reports and construction projects.
• Template.net. The Template.net website provides several free business templates, including nine free executive summary templates that vary by project (e.g., business plan, startup, housing program development, proposal or marketing plan). Print out the templates and fill in your relevant details.
• TemplateLab. The TemplateLab website is a one-stop shop for new business owners seeking various downloadable templates for analytics, finance, HR, marketing, operations, project management, and time management. You’ll find over 30 free executive summary templates and examples.
• Vertex42. The Vertex42 website offers Excel templates for executive summaries on budgets, invoices, project management and timesheets, as well as Word templates for legal forms, resumes and letters. This site also provides extensive information on executive summaries and a free executive summary template you can download into Word or Google Docs.

Summing it all up

Your executive summary should preview your business plan in, at most, two pages. Wait until your business plan is complete to write your executive summary, and seek outside help as necessary. A thorough, engaging business plan and executive summary are well worth the time and money you put into them. 

Max Freedman contributed to the reporting and writing in this article. Some source interviews were conducted for a previous version of this article.

Building Better Businesses

Insights on business strategy and culture, right to your inbox. Part of the business.com network.

Advisory boards aren’t only for executives. Join the LogRocket Content Advisory Board today →

• Product Management
• Solve User-Reported Issues
• Find Issues Faster
• Optimize Conversion and Adoption

How to write an executive summary: Templates and examples

Imagine you are a CEO or chief product officer (CPO) with a day full of meetings, business agreements, and high-level initiatives to manage.

At the same time, you have to review market research and usability testing reports your team has come up with. Not to mention signing off on any big feature initiatives that require significant investments and thus executive approval.

Does that leave you enough time to go through a 100-page report detailing the minutiae of your team’s operations and every bit of data that went into each and every decision? Of course not! This is where an executive summary comes in handy.

What is an executive summary?

An executive summary (ES) is a high-level document or paragraph written as part of a report or a handout that summarizes the critical information of a specific project or feature.

The executive summary, also called the speed read or management summary, is written specifically to provide key stakeholders, such as C-suite executives, senior managers, and investors, with a very abstract and holistic understanding of what is going on.

The executive summary can be a great way for product managers to secure buy-in quickly from upper management and other stakeholders.

Executive summary vs. project overview

Before we delve deeper into executive summaries for product managers, we should note some important differences between an executive summary and a project overview.

Executive summary examples and templates

In product management, you’ll come across various situations that require you to prepare and present an executive summary. Each scenario calls for a different format.

Below are some examples of reports that require executive summaries when presenting to senior stakeholders:

Product updates

Investor pitch, annual or quarterly product review.

After one or more development cycles have been executed and release is imminent, the product manager may need to write an executive summary to communicate any fundamental changes in the product, such as new features, UI/UX enhancements, and fixed bugs.

An executive summary for product updates should be written in straightforward language with minimal jargon. For a clean, succinct format, use the following template:

• Problem — (Describe the problem you solved) 
• Change — (Describe the solution you came up with)
• Problem — (Describe the problem you solved)

In some early-stage startups, product managers represent the voice of the market and customers. As such, they are often tasked with writing investor pitches.

Over 200k developers and product managers use LogRocket to create better digital experiences

In this case, the product manager should prepare a handout with slides along with an executive summary page. The executive summary should include the following details on a single page:

• Target user problems
• Summary of your competitive edge
• What is your solution?
• Total addressable market (TAM)
• Return on investment (ROI)

Product managers in large corporations often need to write an annual or quarterly product review report that details the critical performance of the product, including key objectives, improved or declined product metrics, notable achievements, and obstacles faced during a given time span.

For a periodic product review, you should prepare an executive summary of only one paragraph, stating the improved and declined metrics and linking them with the reasons behind success and failure.

How to write an executive summary

There’s no broad, established template for writing an executive summary because the requirements differ based on your function, role, project, goal, and situation. However, any executive summary should include the following components:

In product management alone, you will be using at least three different executive summaries in multiple situations. However, all of them should include some components. Those components are:

• State the problem
• Propose a solution
• Summarize the impact

1. State the problem

The executive summary should always start by detailing a problem. This problem should be evidenced and supported by either qualitative or quantitative data.

In our recent product analytics report, we discovered that it takes the user at least seven hours to place an order after initiating a search session. This is damaging our monthly conversion rates.

2. Propose a solution

The executive summary should outline a clear solution. It should be focused on persuading the reader that you chose the right solution. As always, the best way to do that is to include hard data as evidence that your solution is viable.

Based on our latest design sprint and our user testing, we believe that building an integrated recommendation system into our search function will decrease the time to place an order from search by 20 percent. This is because we uncovered the highest drop-off rate happens when there are no results available.

3. Summarize the impact

The final section should include the achieved impact (if you are sharing it in a product update) or the expected impact (if it is a feature proposal like in the example above). In this section, you should also restate any significant takeaways from your executive summary.

Finally, based on our extensive research, we believe that building the recommendation with some search enhancements, such as search results filters and sorting, will not only help decrease the time to place an order from a search by 20 percent, but will also increase the basket size by 27 percent. For more information, go through our design sprint, user research synthesis, and product requirement documentation.

Executive summary checklist

Below is a checklist that you can use to evaluate your executive summary and make sure it’s compelling and practical before you present it to stakeholders. If you can answer “yes” to each question, your executive summary is in good shape:

• Does it have a clear opening statement packed with data? E.g., In recent user interviews we ran, 60 percent of our interviewed users explicitly mentioned the need for new payment methods
• Does it mention the problem that you want executives to consider?
• Does it describe the solution you and your product team are proposing?
• Is it contained to no more than two pages?
• Does it use clear and simple language?
• Was it reviewed by another product manager or product associate?

Final thoughts

An executive summary is an essential tool for product managers to communicate various aspects of product development effectively to senior executives at all stages of product development. A well-crafted executive summary can help you gain the buy-in you need from senior executives and product leaders.

By following the checklist above, you can ensure that they are providing you senior stakeholders with the best executive summary possible.

Featured image source: IconScout

LogRocket generates product insights that lead to meaningful action

Get your teams on the same page — try LogRocket today.

Share this:

• Click to share on Twitter (Opens in new window)
• Click to share on Reddit (Opens in new window)
• Click to share on LinkedIn (Opens in new window)
• Click to share on Facebook (Opens in new window)
• #collaboration and communication
• #project management

Stop guessing about your digital experience with LogRocket

Recent posts:.

A guide to AI ethics

Because AI has become increasingly integrated into our society, it’s important that you ensure AI operates fairly and transparently.

Leader Spotlight: Solving sustainability at scale, with Madhur Aggarwal

Madhur Aggarwal shares his view that the PM should be general managers of their product and responsible for the business from end to end.

Understanding delighters and their role in customer satisfaction

Apple’s Face ID and Spotify’s Discover Weekly are delighter features. And adding them to your next product will bring smiles. Learn more in this blog.

Leader Spotlight: Teaching an organization to think analytically, with Julie Acosta

Julie Acosta reflects on her efforts to unlock an organization’s curiosity by promoting a data-driven culture.

Leave a Reply Cancel reply

• Credit cards
• View all credit cards
• Banking guide
• Loans guide
• Insurance guide
• Personal finance
• View all personal finance
• Small business
• Small business guide
• View all taxes

You’re our first priority. Every time.

We believe everyone should be able to make financial decisions with confidence. And while our site doesn’t feature every company or financial product available on the market, we’re proud that the guidance we offer, the information we provide and the tools we create are objective, independent, straightforward — and free.

So how do we make money? Our partners compensate us. This may influence which products we review and write about (and where those products appear on the site), but it in no way affects our recommendations or advice, which are grounded in thousands of hours of research. Our partners cannot pay us to guarantee favorable reviews of their products or services. Here is a list of our partners .

How to Write an Executive Summary in 6 Steps

Many, or all, of the products featured on this page are from our advertising partners who compensate us when you take certain actions on our website or click to take an action on their website. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

When you’re starting a business, one of the first things you need to do is write a business plan. Your business plan is like a roadmap for your business, so you can lay out your goals and a concrete plan for how you’ll reach them.

Not only is a business plan essential for any business owner, but it’s also a requirement if you decide to apply for small business funding or find investors. After all, before a bank or individual hands over any money, they’ll want to be sure your company is on solid ground (so they can get their money back).

A business plan consists of several pieces, from an executive summary and market analysis to a financial plan and projections. The executive summary will be the first part of your business plan.

If wondering how to write an executive summary has kept you from completing your business plan, we’re here to help. In this guide, we’ll explain what an executive summary is and provide tips for writing your own so your business plan can start strong.

What is an executive summary?

An executive summary is a short, informative, and easy-to-read opening statement to your business plan. Even though it’s just one to two pages, the executive summary is incredibly important.

An executive summary tells the story of what your business does, why an investor might be interested in giving funds to your business, why their investment will be well-spent, and why you do what you do. An executive summary should be informative, but it should also capture a busy reader’s attention.

How much do you need?

with Fundera by NerdWallet

We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

Why write an executive summary?

Anyone you’re sending your executive summary and business plan to is likely busy—very busy. An entire business plan is long, involved, and deals with a lot of numbers.

Someone busy wants to get an understanding of your business, and they want to do it quickly, which is to say not by diving into a complicated, 80-page business plan. That’s where your executive summary comes in.

An executive summary provides just the opportunity to hook someone’s interest, tell them about your business, and offer a clear selling point as to why they should consider investing in your business.

Your executive summary is your chance to sell your business to potential investors and show them your business is worth not only their money but also their time.

What to include in an executive summary

By its nature, an executive summary is short. You must be able to clearly communicate the idea of your business, what sets you apart, and how you plan to grow into a successful enterprise.

The subsequent sections of your business plan will go into more detail, but your executive summary should include the most critical pieces of your business plan—enough to stand on its own, as it’s often the only thing a prospective investor will read. Here’s what your executive summary should include—consider it an executive summary template from which you can model your own.

1. The hook

The first sentence and paragraph of your executive summary determine whether or not the entire executive summary gets read. That’s why the hook or introduction is so important.

In general, a hook is considered anything that will get a reader’s attention. While an executive summary is a formal business document, you do want your hook to make you stand out from the crowd—without wasting time.

Your hook can be sharing something creative about your company, an interesting fact, or just a very well-crafted description of your business. It’s crucial to craft your hook with the personality of your reader in mind. Give them something that will make your company stand out and be memorable among a sea of other business plans.

Grab their attention in the first paragraph, and you’re much more likely to get your executive summary read, which could lead to an investment.

2. Company description summary

Now that you’ve hooked your reader, it’s time to get into some general information about your business. If an investor is going to give you money, after all, they first need to understand what your company does or what product you sell and who is managing the company.

Your company description should include information about your business, such as when it was formed and where you’re located; your products or services; the founders or executive team, including names and specific roles; and any additional details about the management team or style.

3. Market analysis

Your market analysis in the executive summary is a brief description of what the market for your business looks like. You want to show that you have done your research and proven that there is a need for your specific product or services. Some questions you should answer:

Who are your competitors?

Is there a demand for your products or services?

What advantages do you have that make your business unique in comparison to others?

To reiterate, stick to the highlights of your market analysis in your executive summary. You’ll provide a complete analysis in a separate section of your business plan, but you should be able to communicate enough in the executive summary that a potential investor can gauge whether your business has potential.

4. Products and services

Now that you’ve established a need in the market, it’s time to show just how your business will fill it. This section of your executive summary is all about highlighting the product or service that your company offers. Talk about your current sales, the growth you’ve seen so far, and any other highlights that are a selling point for your company.

This is also a good time to identify what sets your business apart and gives you a competitive advantage. After all, it’s unlikely that your business is the first of its kind. Highlight what you do better than the competition and why potential customers will choose your product or service over the other options on the market.

5. Financial information and projections

In this section of your executive summary, you want to give the reader an overview of your current business financials. Again, you’ll go more in-depth into this section later in your business plan, so just provide some highlights. Include your current sales and profits (if you have any), as well as what funding you’re hoping to acquire and how this will affect your financials in the next few years.

This is also where you can explain what funding, if any, you’ve received in the past. If you paid back your loan on time, this is an especially bright selling point for potential lenders.

6. Future plans

While asking for what funding you need is essential, you’ve also got to make clear what you’re going to use that funding for. If you’re asking for money, you want the person to know you have a plan to put those funds to good use.

Are you hoping to open another location, expand your product line, invest in your marketing efforts? This final section of your executive summary should detail where you want your business to go in the future, as well as drive home how funding can help you get there.

Tips for writing an executive summary

Even if you include each part of a good executive summary, you might not get noticed. What is written can be just as important as how it’s written. An executive summary has to strike a delicate balance between formal, personable, confident, and humble.

1. Be concise

An executive summary should include everything that’s in your business plan, just in a much shorter format. Writing a concise executive summary is no easy task and will require many revisions to get to the final draft. And while this is the first section of your executive summary, you’ll want to write it last, after you’ve put together all the other elements.

To choose your most important points and what should be included in the executive summary, go through your business plan, and pull out single-line bullet points. Go back through those bullet points and eliminate everything unnecessary to understanding your business.

Once you have your list of bullet points narrowed down, you can start writing your executive summary. Once it’s written, go back in and remove any unnecessary information. Remember, you should only be including the highlights—you have the rest of your business plan to go into more detail. The shorter and clearer your executive summary is, the more likely someone is to read it.

2. Use bullet points

One simple way to make your executive summary more readable is to use bullet points. If someone is reading quickly or skimming your executive summary, extra whitespace can make the content faster and easier to read.

Short paragraphs, short sentences, and bullet points all make an executive summary easier to skim—which is likely what the reader is doing. If important numbers and convincing stats jump out at the reader, they’re more likely to keep reading.

3. Speak to your audience

When writing your executive summary, be sure to think about who will be reading it; that’s who you’re speaking to. If you can personalize your executive summary to the personality and interests of the person who will read it, you’re more likely to capture their attention.

Personalizing might come in the form of a name in the salutation, sharing details in a specific way you know that person likes and the tone of your writing. An executive summary deals with business, so it will generally have a formal tone. But, different industries may be comfortable with some creativity of language or using shorthand to refer to certain ideas.

Know who you’re speaking to and use the right tone to speak to them. That might be formal and deferential, expert and clipped, informal and personable, or any other appropriate tone. This may also involve writing different versions of your executive summary for different audiences.

4. Play to your strengths

One of the best ways to catch the attention of your reader is to share why your business is unique. What makes your business unique is also what makes your business strong, which can capture a reader’s interest and show them why your business is worth investing in. Be sure to highlight these strengths from the start of your executive summary.

5. Get a test reader

Once you’ve written and edited your executive summary, you need a test reader. While someone in your industry or another business owner can be a great resource, you should also consider finding a test reader with limited knowledge of your business and industry. Your executive summary should be so clear that anyone can understand it, so having a variety of test readers can help identify any confusing language.

If you don’t have access to a test reader, consider using tools such as Hemingway App and Grammarly to ensure you’ve written something that’s easy to read and uses proper grammar.

How long should an executive summary be?

There’s no firm rule on how long an executive summary should be, as it depends on the length of your business plan and the depth of understanding needed by the reader to fully grasp your ask.

That being said, it should be as short and concise as you can get it. In general, an executive summary should be one to two pages in length.

You can fudge the length slightly by adjusting the margin and font size, but don’t forget readability is just as important as length. You want to leave plenty of white space and have a large enough font that the reader is comfortable while reading your executive summary. If your executive summary is hard to read, it’s less likely your reader will take the time to read your business plan.

What to avoid in an executive summary

While the rules for writing a stellar executive summary can be fuzzy, there are a few clear rules for what to avoid in your executive summary.

Your executive summary should avoid:

Focusing on investment. Instead, focus on getting the reader to be interested enough to continue and read your business plan or at least schedule a meeting with you.

Clichés, superlatives, and claims that aren’t backed up by fact. Your executive summary isn’t marketing material. It should be straightforward and clear.

Avoiding the executive summary no-nos is just as important as striking the right tone and getting in the necessary information for your reader.

The bottom line

While an executive summary is short, it’s challenging to write. Your executive summary condenses your entire introduction, business description, business plan, market analysis, financial projections, and ask into one to two pages. Condensing information down to its most essential form takes time and many drafts. When you’re putting together your business plan’s executive summary, be sure to give yourself plenty of time to write it and to seek the help of friends or colleagues for editing it to perfection.

However, some tools make crafting a business plan, including your executive summary, a simpler process. A business plan template is a great place to start, and business plan software can especially help with the design of your business plan. After all, a well-written executive summary can make all the difference in obtaining funding for your business, so you’ll want all the help you can get.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

On a similar note...

• Newsletters
• Best Industries
• Business Plans
• Home-Based Business
• The UPS Store
• Customer Service
• Black in Business
• Your Next Move
• Female Founders
• Best Workplaces
• Company Culture
• Public Speaking
• HR/Benefits
• Productivity
• All the Hats
• Digital Transformation
• Artificial Intelligence
• Bringing Innovation to Market
• Cloud Computing
• Social Media
• Data Detectives
• Exit Interview
• Bootstrapping
• Crowdfunding
• Venture Capital
• Business Models
• Personal Finance
• Founder-Friendly Investors
• Upcoming Events
• Inc. 5000 Vision Conference
• Become a Sponsor
• Cox Business
• Verizon Business
• Branded Content
• Apply Inc. 5000 US

Inc. Premium

How to Write a Great Business Plan: The Executive Summary

The second in a comprehensive series to help you craft the perfect business plan for your startup..

This article is part of a series on  how to write a great business plan .

The Executive Summary is a brief outline of the company's purpose and goals.

While it can be tough to fit on one or two pages, a good Summary includes:

• A brief description of products and services
• A summary of objectives
• A solid description of the market
• A high-level justification for viability (including a quick look at your competition and your competitive advantage)
• A snapshot of growth potential
• An overview of funding requirements

I know that seems like a lot, and that's why it's so important you get it right. The Executive Summary is often the make-or-break section of your business plan.

A great business solves customer problems; if your Summary cannot clearly describe, in one or two pages, how your business will solve a particular problem and make a profit, then it's very possible the opportunity does not exist--or your plan to take advantage of a genuine opportunity is not well developed.

So think of it as a snapshot of your business plan. Don't try to "hype" your business--focus on helping a busy reader get a great feel for what you plan to do, how you plan to do it, and how you will succeed.

Since a business plan should above all help you start and grow your business, your Executive Summary should first and foremost help you do the following.

1. Refine and tighten your concept.

Think of it as a written "elevator pitch" (with more detail, of course). Your Summary describes the highlights of your plan, includes only the most critical points, and leaves out less important issues and factors.

As you develop your Summary you will naturally focus on the issues that contribute most to potential success. If your concept is too fuzzy, too broad, or too complicated, go back and start again. Most great businesses can be described in several sentences, not several pages.

2. Determine your priorities.

Your business plan walks the reader through your plan. What ranks high in terms of importance? Product development? Research? Acquiring the right location? Creating strategic partnerships?

Your Summary can serve as a guide to writing the rest of your plan.

Editor's Note: Looking for Business Loans for your company? If you would like information to help you choose the one that's right for you, use the questionnaire below to have our partner, BuyerZone, provide you with information for free:

3. make the rest of the process easy..

Once your Summary is complete, you can use it as an outline for the rest of your plan. Simply flesh out the highlights with more detail.

Then work to accomplish your secondary objective by focusing on your readers. Even though you may be creating a business plan solely for your own purposes, at some point you may decide to seek financing or to bring on other investors, so make sure your Summary meets their needs as well. Work hard to set the stage for the rest of the plan. Let your excitement for your idea and your business shine through.

In short, make readers want to turn the page and keep reading. Just make sure your sizzle meets your steak by providing clear, factual descriptions.

How? The following is how an Executive Summary for a bicycle rental store might read.

Introduction

Blue Mountain Cycle Rentals will offer road and mountain bike rentals in a strategic location directly adjacent to an entrance to the George Washington National Forest. Our primary strategy is to develop Blue Mountain Cycle Rentals as the most convenient and cost-effective rental alternative for the thousands of visitors who flock to the area each year.

Once underway we will expand our scope and take advantage of high-margin new equipment sales and leverage our existing labor force to sell and service those products. Within three years we intend to create the area's premier destination for cycling enthusiasts.

Company and Management

Blue Mountain Cycle Rentals will be located at 321 Mountain Drive, a location providing extremely high visibility as well as direct entry and exit from a primary national park access road. The owner of the company, Marty Cycle, has over twenty years experience in the bicycle business, having served as a product manager for ACME Cycles as well as the general manager of Epic Cycling.

Because of his extensive industry contacts, initial equipment inventory will be purchased at significant discounts from OEM suppliers as well by sourcing excess inventory from shops around the country.

Due to the somewhat seasonal nature of the business, part-time employees will be hired to handle spikes in demand. Those employees will be attracted through competitive wages as well as discounts products and services.

Market Opportunities

460,000 people visited the George Washington National Forest during the last twelve months. While the outdoor tourism industry as a whole is flat, the park expects its number of visitors to grow over the next few years.

• The economic outlook indicates fewer VA, WV, NC, and MD cycling enthusiasts will travel outside the region
• The park has added a camping and lodging facilities that should attract an increased number of visitors
• The park has opened up additional areas for trail exploration and construction, ensuring a greater number of single-track options and therefore a greater number of visitors

The market potential inherent in those visitors is substantial. According to third-party research data, approximately 30% of all cyclists would prefer to rent rather than transport their own bicycles, especially those who are visiting the area for reasons other than cycling.

Competitive Advantages

The cycling shops located in Harrisonburg, VA, are direct and established competitor. Our two primary competitive advantages will be location and lower costs.

Our location is also a key disadvantage where non-park rentals are concerned. We will overcome that issue by establishing a satellite location in Harrisonburg for enthusiasts who wish to rent bicycles to use in town or on other local trails.

We will also use online tools to better engage customers, allowing them to reserve and pay online as well as create individual profiles regarding sizes, preferences, and special needs.

Financial Projections

Blue Mountain Cycle Rentals expects to earn a modest profit by year two based on projected sales. Our projections are based on the following key assumptions:

• Initial growth will be moderate as we establish awareness in the market
• Initial equipment purchases will stay in service for an average of three to four years; after two years we will begin investing in "new" equipment to replace damaged or obsolete equipment
• Marketing costs will not exceed 14% of sales
• Residual profits will be reinvested in expanding the product and service line

We project first-year revenue of $720,000 and a 10% growth rate for the next two years. Direct cost of sales is projected to average 60% of gross sales, including 50% for the purchase of equipment and 10% for the purchase of ancillary items. Net income is projected to reach $105,000 in year three as sales increase and operations become more efficient.

Keep in mind this is just a made-up example of how your Summary might read. Also keep in mind this example focused on the rental business, so a description of products was not included. (They'll show up later.) If your business will manufacture or sell products, or provide a variety of services, then be sure to include a Products and Services section in your Summary. (In this case the products and services are obvious, so including a specific section would be redundant.)

Bottom line: Provide some sizzle in your Executive Summary... but make sure you show a reasonable look at the steak, too.

Now let's look at another main component in a business plan: your Business Overview and Objectives .

More from this series:

• How to Write a Great Business Plan: Key Concepts
• How to Write a Great Business Plan: the Executive Summary
• How to Write a Great Business Plan: Overview and Objectives
• How to Write a Great Business Plan: Products and Services
• How to Write a Great Business Plan: Market Opportunities
• How to Write a Great Business Plan: Sales and Marketing
• How to Write a Great Business Plan: Competitive Analysis
• How to Write a Great Business Plan: Operations
• How to Write a Great Business Plan: Management Team
• How to Write a Great Business Plan: Financial Analysis

Editorial Disclosure: Inc. writes about products and services in this and other articles. These articles are editorially independent - that means editors and reporters research and write on these products free of any influence of any marketing or sales departments. In other words, no one is telling our reporters or editors what to write or to include any particular positive or negative information about these products or services in the article. The article's content is entirely at the discretion of the reporter and editor. You will notice, however, that sometimes we include links to these products and services in the articles. When readers click on these links, and buy these products or services, Inc may be compensated. This e-commerce based advertising model - like every other ad on our article pages - has no impact on our editorial coverage. Reporters and editors don't add those links, nor will they manage them. This advertising model, like others you see on Inc, supports the independent journalism you find on this site.

A refreshed look at leadership from the desk of CEO and chief content officer Stephanie Mehta

Privacy Policy

• Product overview
• All features
• Latest feature release
• App integrations

CAPABILITIES

• project icon Project management
• Project views
• Custom fields
• Status updates
• goal icon Goals and reporting
• Reporting dashboards
• workflow icon Workflows and automation
• portfolio icon Resource management
• Capacity planning
• Time tracking
• my-task icon Admin and security
• Admin console
• asana-intelligence icon Asana AI
• list icon Personal
• premium icon Starter
• briefcase icon Advanced
• Goal management
• Organizational planning
• Campaign management
• Creative production
• Content calendars
• Marketing strategic planning
• Resource planning
• Project intake
• Product launches
• Employee onboarding
• View all uses arrow-right icon

Project plans

• Team goals & objectives
• Team continuity
• Meeting agenda
• View all templates arrow-right icon
• Work management resources Discover best practices, watch webinars, get insights
• Customer stories See how the world's best organizations drive work innovation with Asana
• Help Center Get lots of tips, tricks, and advice to get the most from Asana
• Asana Academy Sign up for interactive courses and webinars to learn Asana
• Developers Learn more about building apps on the Asana platform
• Community programs Connect with and learn from Asana customers around the world
• Events Find out about upcoming events near you
• Partners Learn more about our partner programs
• Asana for nonprofits Get more information on our nonprofit discount program, and apply.

Featured Reads

• Project planning |
• How to write an executive summary, with ...

How to write an executive summary, with examples

The best way to do that is with an executive summary. If you’ve never written an executive summary, this article has all you need to know to plan, write, and share them with your team.

What is an executive summary?

An executive summary is an overview of a document. The length and scope of your executive summary will differ depending on the document it’s summarizing, but in general an executive summary can be anywhere from one to two pages long. In the document, you’ll want to share all of the information your readers and important stakeholders need to know.

Imagine it this way: if your high-level stakeholders were to only read your executive summary, would they have all of the information they need to succeed? If so, your summary has done its job.

You’ll often find executive summaries of:

Business cases

Project proposals

Research documents

Environmental studies

Market surveys

In general, there are four parts to any executive summary:

Start with the problem or need the document is solving.

Outline the recommended solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the work.

What is an executive summary in project management?

In project management, an executive summary is a way to bring clarity to cross-functional collaborators, team leadership, and project stakeholders . Think of it like a project’s “ elevator pitch ” for team members who don’t have the time or the need to dive into all of the project’s details.

The main difference between an executive summary in project management and a more traditional executive summary in a business plan is that the former should be created at the beginning of your project—whereas the latter should be created after you’ve written your business plan. For example, to write an executive summary of an environmental study, you would compile a report on the results and findings once your study was over. But for an executive summary in project management, you want to cover what the project is aiming to achieve and why those goals matter.

The same four parts apply to an executive summary in project management:

Start with the problem or need the project is solving.  Why is this project happening? What insight, customer feedback, product plan, or other need caused it to come to life?

Outline the recommended solution, or the project’s objectives.  How is the project going to solve the problem you established in the first part? What are the project goals and objectives?

Explain the solution’s value.  Once you’ve finished your project, what will happen? How will this improve and solve the problem you established in the first part?

Wrap up with a conclusion about the importance of the work.  This is another opportunity to reiterate why the problem is important, and why the project matters. It can also be helpful to reference your audience and how your solution will solve their problem. Finally, include any relevant next steps.

If you’ve never written an executive summary before, you might be curious about where it fits into other project management elements. Here’s how executive summaries stack up:

Executive summary vs. project plan

A  project plan  is a blueprint of the key elements your project will accomplish in order to hit your project goals and objectives. Project plans will include your goals, success metrics, stakeholders and roles, budget, milestones and deliverables, timeline and schedule, and communication plan .

An executive summary is a summary of the most important information in your project plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance to look at the project plan—that’s your executive summary.

Executive summary vs. project overview

Project overviews and executive summaries often have similar elements—they both contain a summary of important project information. However, your project overview should be directly attached to your project. There should be a direct line of sight between your project and your project overview.

While you can include your executive summary in your project depending on what type of  project management tool  you use, it may also be a stand-alone document.

Executive summary vs. project objectives

Your executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, or the project’s objectives ). In addition to including your project objectives, your executive summary should also include why achieving your project objectives will add value, as well as provide details about how you’re going to get there.

The benefits of an executive summary

You may be asking: why should I write an executive summary for my project? Isn’t the project plan enough?

Well, like we mentioned earlier, not everyone has the time or need to dive into your project and see, from a glance, what the goals are and why they matter.  Work management tools  like Asana help you capture a lot of crucial information about a project, so you and your team have clarity on who’s doing what by when. Your executive summary is designed less for team members who are actively working on the project and more for stakeholders outside of the project who want quick insight and answers about why your project matters.

An effective executive summary gives stakeholders a big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they want more information, they can access the project plan or navigate through tasks in your work management tool.

How to write a great executive summary, with examples

Every executive summary has four parts. In order to write a great executive summary, follow this template. Then once you’ve written your executive summary, read it again to make sure it includes all of the key information your stakeholders need to know.

1. Start with the problem or need the project is solving

At the beginning of your executive summary, start by explaining why this document (and the project it represents) matter. Take some time to outline what the problem is, including any research or customer feedback you’ve gotten . Clarify how this problem is important and relevant to your customers, and why solving it matters.

For example, let’s imagine you work for a watch manufacturing company. Your project is to devise a simpler, cheaper watch that still appeals to luxury buyers while also targeting a new bracket of customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed a need for a simpler and cheaper version of our product. In surveys of customers who have chosen competitor watches, price is mentioned 87% of the time. To best serve our existing customers, and to branch into new markets, we need to develop a series of watches that we can sell at an appropriate price point for this market.

2. Outline the recommended solution, or the project’s objectives

Now that you’ve outlined the problem, explain what your solution is. Unlike an abstract or outline, you should be  prescriptive  in your solution—that is to say, you should work to convince your readers that your solution is the right one. This is less of a brainstorming section and more of a place to support your recommended solution.

Because you’re creating your executive summary at the beginning of your project, it’s ok if you don’t have all of your deliverables and milestones mapped out. But this is your chance to describe, in broad strokes, what will happen during the project. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  project roadmap  before diving into your executive summary.

Continuing our example executive summary:

Our new watch series will begin at 20% cheaper than our current cheapest option, with the potential for 40%+ cheaper options depending on material and movement. In order to offer these prices, we will do the following:

Offer watches in new materials, including potentially silicone or wood

Use high-quality quartz movement instead of in-house automatic movement

Introduce customizable band options, with a focus on choice and flexibility over traditional luxury

Note that every watch will still be rigorously quality controlled in order to maintain the same world-class speed and precision of our current offerings.

3. Explain the solution’s value

At this point, you begin to get into more details about how your solution will impact and improve upon the problem you outlined in the beginning. What, if any, results do you expect? This is the section to include any relevant financial information, project risks, or potential benefits. You should also relate this project back to your company goals or  OKRs . How does this work map to your company objectives?

With new offerings that are between 20% and 40% cheaper than our current cheapest option, we expect to be able to break into the casual watch market, while still supporting our luxury brand. That will help us hit FY22’s Objective 3: Expanding the brand. These new offerings have the potential to bring in upwards of three million dollars in profits annually, which will help us hit FY22’s Objective 1: 7 million dollars in annual profit.

Early customer feedback sessions indicate that cheaper options will not impact the value or prestige of the luxury brand, though this is a risk that should be factored in during design. In order to mitigate that risk, the product marketing team will begin working on their go-to-market strategy six months before the launch.

4. Wrap up with a conclusion about the importance of the work

Now that you’ve shared all of this important information with executive stakeholders, this final section is your chance to guide their understanding of the impact and importance of this work on the organization. What, if anything, should they take away from your executive summary?

To round out our example executive summary:

Cheaper and varied offerings not only allow us to break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, plus the anticipated demand for cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market strategy  and  customer feedback documentation .

Example of an executive summary

When you put it all together, this is what your executive summary might look like:

Common mistakes people make when writing executive summaries

You’re not going to become an executive summary-writing pro overnight, and that’s ok. As you get started, use the four-part template provided in this article as a guide. Then, as you continue to hone your executive summary writing skills, here are a few common pitfalls to avoid:

Avoid using jargon

Your executive summary is a document that anyone, from project contributors to executive stakeholders, should be able to read and understand. Remember that you’re much closer to the daily work and individual tasks than your stakeholders will be, so read your executive summary once over to make sure there’s no unnecessary jargon. Where you can, explain the jargon, or skip it all together.

Remember: this isn’t a full report

Your executive summary is just that—a summary. If you find yourself getting into the details of specific tasks, due dates, and attachments, try taking a step back and asking yourself if that information really belongs in your executive summary. Some details are important—you want your summary to be actionable and engaging. But keep in mind that the wealth of information in your project will be captured in your  work management tool , not your executive summary.

Make sure the summary can stand alone

You know this project inside and out, but your stakeholders won’t. Once you’ve written your executive summary, take a second look to make sure the summary can stand on its own. Is there any context your stakeholders need in order to understand the summary? If so, weave it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a living document, and if you miss a typo you can always go back in and fix it. But it never hurts to proofread or send to a colleague for a fresh set of eyes.

In summary: an executive summary is a must-have

Executive summaries are a great way to get everyone up to date and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why it matters, an executive summary is the perfect way to give them the information they need.

For more tips about how to connect high-level strategy and plans to daily execution, read our article about strategic planning .

Related resources

New site openings: How to reduce costs and delays

Provider onboarding software: Simplify your hiring process

15 creative elevator pitch examples for every scenario

Timesheet templates: How to track team progress

• Buchhaltung
• Gründe Dein Unternehmen
• Geschäfts­konto
• Rechnungs­stellung
• Fintech-Welt

Executive Summary

Ein Executive Summary dient als eine kurze, prägnante Zusammenfassung eines umfangreichen Dokuments. Diese Zusammenfassung schreibst Du für alle, die einen schnellen Überblick über die wichtigsten Punkte benötigen. Dazu können Zielgruppen wie Investoren, Top-Management und andere Entscheidungsträger gehören.

Was ist ein Executive Summary?

Inhalt eines executive summary , zielgruppen eines executive summary , wichtige punkte beim schreiben eines executive summary .

Unter dem Executive Summary versteht man eine komprimierte Version eines umfassenden Dokuments, das die wichtigsten Punkte zusammenfasst. Es wird oft am Anfang von einem  Businessplan , Bericht oder Projektdokument platziert. 

Das Ziel eines Management Summary wird so bezeichnet: 

• Interesse zu wecken
• Leser dazu bringen, das gesamte Dokument zu lesen

Executive Summaries sind in der Geschäftswelt von großer Bedeutung, da sie als Kommunikationsmittel dienen, um komplexe Informationen auf eine zugängliche Weise zu präsentieren. Sie werden nicht nur in Geschäftsberichten verwendet, sondern finden auch Anwendung in akademischen und Forschungsdokumenten.

Ein Executive Summary sollte klar strukturiert sein und folgende Punkte enthalten:

• Einleitung : Dieser Abschnitt bietet einen kurzen Überblick über das Dokument. Hier werden die wichtigsten Themen und der Zweck des Dokuments kurz und bündig zusammengefasst. Dadurch bekommt der Leser sofort den ersten Eindruck über das Thema.
• Ziel : Dieser Teil erläutert die Hauptziele und Aufgaben des Dokuments. Dies hilft den Lesern, die Relevanz des Inhalts schnell zu erfassen.
• Beschreibung des Problems/der Möglichkeit : Hier erklärt man, was den Anlass zur Erstellung des Dokuments gegeben hat. Der Leser erfährt, welches Problem oder welche Gelegenheit behandelt wird und warum das Dokument erstellt wurde. Dies schafft Kontext und zeigt die Dringlichkeit oder Bedeutung des Themas auf.
• Lösung/Vorschlag : In diesem Abschnitt wird beschrieben, welche Strategie oder Maßnahmen vorgeschlagen werden. Man präsentiert mögliche Lösungen oder Handlungspläne, die zur Behebung des Problems oder zur Nutzung der Gelegenheit beitragen sollen.
• Finanzielle Aspekte : Ein kurzer Überblick über Budget, Ausgaben und prognostizierte Einnahmen (falls zutreffend) ist ebenfalls wichtig. Dieser Punkt bietet eine schnelle Einsicht in die finanziellen Dimensionen des Projekts oder der vorgeschlagenen Maßnahmen.
• Schlussfolgerung : Eine kurze Zusammenfassung und Hauptaussagen runden das Executive Summary ab. Hier werden die zentralen Punkte noch einmal gebündelt dargestellt, um dem Leser eine klare und prägnante Schlussfolgerung zu geben.
• Empfehlungen : Abschließend werden die Hauptempfehlungen und nächste Schritte dargestellt. Dieser Abschnitt gibt dem Leser klare Handlungsvorschläge und zeigt auf, welche Maßnahmen als nächstes ergriffen werden sollten.

Informationen, die nicht enthalten sein sollten:

• übermäßige technische Details
• detaillierte Methoden
• vertrauliche Informationen

Die empfohlene Länge eines Executive Summary beträgt in der Regel eine Seite oder etwa 10% des Originaldokuments.

Ein gut strukturiertes Executive Summary kann Dir helfen,  Investoren zu finden und das Vertrauen anderer wichtiger Stakeholder zu gewinnen. Zudem sollte das Dokument eine fundierte  Marktanalyse enthalten, um die Chancen und Risiken im Markt aufzuzeigen.

Ein Executive Summary richtet sich an verschiedene Zielgruppen, die unterschiedliche Bedürfnisse und Erwartungen an die bereitgestellten Informationen haben. Zu diesen Zielgruppen gehören vor allem:

Investoren 

Diese Gruppe ist besonders am Potenzial der Rendite und den finanziellen Aussichten des Projekts oder der Unternehmung interessiert. Sie benötigen eine klare und präzise Darstellung der wirtschaftlichen Vorteile und Risiken. 

Ein gut formuliertes Executive Summary hilft Investoren schnell zu beurteilen, ob ein Projekt ihren Erwartungen entspricht und ob es eine lohnende Investition darstellt.

Top-Management

Führungskräfte und Entscheidungsträger im Top-Management benötigen schnelle und klare Übersichten, um fundierte Entscheidungen treffen zu können. Ihr Fokus liegt auf den wichtigsten Informationen, die eine unmittelbare Auswirkung auf die Unternehmensstrategie oder das Tagesgeschäft haben. 

Das Executive Summary sollte daher prägnant und auf die Kernaspekte der Entscheidung fokussiert sein.

Partner und Kunden

Diese Gruppe sucht nach Informationen über mögliche Kooperationsmöglichkeiten und die Vorteile einer Partnerschaft. Das Executive Summary muss daher die Vorteile und den Mehrwert klar hervorheben, um das Interesse an einer Zusammenarbeit zu wecken und mögliche Fragen zur Kooperation zu beantworten.

Behörden und Regulierungsstellen

Diese Instanzen benötigen kurze und präzise Informationen zur Bewertung von Compliance und Regulierung. Ein Executive Summary für diese Zielgruppe sollte auf gesetzliche Anforderungen achten sowie regulatorische Aspekte verständlich und korrekt darstellen.

Für all diese Zielgruppen ist es wichtig, dass das Executive Summary eine klare Darstellung bietet. Es sollte keine überflüssigen Details, aber dennoch alle wichtigen Fakten enthalten.

Beim Schreiben eines Executive Summary solltest Du auf folgende Punkte besonders achten:

Kürze und Klarheit

Die Sprache in einem Executive Summary sollte einfach und verständlich sein. Vermeide komplizierte Begriffe und lange Sätze, da die Leser einen schnellen Überblick benötigen. Klarheit ist entscheidend, um die Hauptbotschaft präzise zu vermitteln.

Fokus auf Schlüsselpunkte

Konzentriere Dich auf die wichtigsten Informationen, die für das Verständnis des Dokuments unerlässlich sind. Alles Überflüssige oder Detailreiche sollte weggelassen werden. Das Ziel ist es, die zentralen Aussagen und wichtigsten Fakten klar hervorzuheben.

Strukturierung

Eine logische und konsistente Darstellung der Informationen ist unerlässlich. Gliedere das Executive Summary klar und übersichtlich, um es den Lesern zu ermöglichen, die Kernpunkte schnell zu erfassen. Eine gut durchdachte Struktur hilft, die Informationen effektiv zu präsentieren.

Verwendung von Daten und Fakten

Stütze Deine Aussagen auf konkrete Daten und Beweise. Dies verleiht dem Executive Summary Glaubwürdigkeit und stärkt die Argumentation. Vermeide es jedoch, zu viele Details oder technische Informationen einzufügen, die vom Hauptinhalt ablenken könnten.

Visuelle Darstellung

Nutze Überschriften, Unterüberschriften, Listen und Tabellen, um die Lesbarkeit zu verbessern. Eine visuell ansprechende Darstellung hilft, die wichtigsten Punkte hervorzuheben und das Dokument leichter erfassbar zu machen. So wird der Leser nicht von einer Flut an Text erschlagen, sondern kann die zentralen Informationen auf einen Blick erkennen.

Erhalte jede Woche die neuesten Business- und Tech-Trends

Durch Ankreuzen des Kästchens erklärst Du Dich mit unseren Bedingungen einverstanden

Ein gut geschriebenes Executive Summary kann den Unterschied zwischen Erfolg und Misserfolg ausmachen. Es dient nicht nur als Management Summary, sondern auch als entscheidendes Werkzeug, das das Interesse der Leser weckt und sie dazu bringt, sich intensiver mit dem Originaldokument zu beschäftigen. 

Denke daran, dass Klarheit, Prägnanz und Struktur die Schlüssel zum Erfolg sind. Nutze die Gelegenheit, Deine wichtigsten Punkte effektiv zu präsentieren und sicherzustellen, damit Dein Dokument die gewünschte Wirkung erzielt.

Lesen Sie auch unsere anderen Artikel:

• GmbH & Co. KG:  Vor- und Nachteile
• Kontoführungsgebühren Steuererklärung
• GmbH: Vorteile und Nachteile
• GmbH-Haftung: Wer haftet bei einer GmbH?
• Schanklizenz: Definition, Antragsverfahren und Verantwortlichkeit

Letzte Artikel

Einzelunternehmen Steuern: Alles, was Sie wissen müssen

ESG-Reporting

Brutto-Netto-Rechner

Passive Rechnungsabgrenzung

Geschäftsessen absetzen: steuerliche Vorteile optimal nutzen

GmbH auflösen: Praktische Anleitung und rechtliche Grundlagen

Lohnsteuerjahresausgleich 2024: Für wen ist er gedacht?

Beitrag teilen

Ähnliche Beiträge

GmbH kaufen: Ein umfassender Leitfaden

Die Frage nach dem GmbH-Kauf wird für Unternehmer und Investoren immer wichtiger. Die Gesellschaft mit beschränkter Haftung (GmbH) ist eine der beliebtesten Unternehmensformen in Deutschland und bietet zahlreiche Vorteile.

In diesem Artikel beleuchten wir die wichtigsten Aspekte beim Kauf einer GmbH, die Unterschiede zu einer Neugründung und geben praktische Tipps für den erfolgreichen Erwerb einer GmbH.

Crowdfunding: Definition, Bedeutung, Arten, Funktionsweise

Finanzierungsarten für KMU