How to Write a Powerful Executive Summary [+4 Top Examples]

Caroline Forsey

Published: August 31, 2023

Whether you're an entrepreneur looking for investors for your small business or the CEO of a large corporation, an executive summary can help you succeed and is a critical component for long-term growth.

Executive summary with examples

A short, attention-grabbing executive summary is an essential part of your business plan . Done correctly, it will ensure your company becomes or remains a key player in your industry. In this post, you’ll learn what an executive summary is and how to write one that engages investors, customers, and general audiences.

Executive Summary

An executive summary is a brief overview of a long document, such as a business plan, proposal, or report. It's a section that grabs readers’ attention and summarizes critical information from the document, such as the problem or opportunity being addressed, objectives, key findings, goals, and recommendations.

Some documents that may have an executive summary include:

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

Ultimately, the executive summary is meant to inform readers of the most important information in the document, so they don't have to read it all and can get caught up quickly.

example executive summary for business plan

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

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, your company's short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and a list including each member of your management team. In this case, the executive summary is the first section of the business plan that convinces readers that it’s worth their time to read the whole thing.

Business plans are very detailed and comprehensive, and can be as short as a dozen pages or as long as 100 pages. However, a CEO or investor might not have the interest or time to read your full business plan without first getting the general gist of your company or goals through an executive summary.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically both 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.

Ultimately, your mission statement provides direction for developing your business plan, while your executive summary describes your business plan to executives and shareholders.

Executive Summary vs. Company Description

Like mission statements and executive summaries, company descriptions can also be found in business plans as well as the “About us” page of your website . It provides an overview of your business, including essential details like company history, what your company does, unique selling points, goals, management team, and overall value proposition.

Executive Summary vs. Objective

An objective is a specific goal or target that your company takes aims to achieve its overall goal. It is a concrete, measurable outcome that guides your business’s actions and decisions. Objectives are usually set at the strategic level and are typically aligned with the company’s mission, vision, and overall strategic plan.

Company objectives are often included in executive summaries, but are not the sole focus of them.

What is the purpose of an executive summary?

Writing an executive summary may not seem that necessary. After all, you can find the same information just by reading the rest of the document.

However, the executive summary serves many purposes for your document and those who read it. Here are some of the benefits of having one:

  • It saves your readers time. CEOs and investors often have limited time to review lengthy documents. An executive summary allows them to quickly grasp the main points, key findings, and recommendations without needing to read the entire document.
  • It provides clarity and conciseness. By providing a condensed overview, executive summaries help to distill complex information and present it in a manner that’s easy to understand.
  • It helps with document navigation. For longer documents or reports, an executive summary provides a roadmap for readers. It helps them navigate through the document by signaling the main sections or topics covered, improving overall document usability and accessibility.

To write an impressive executive summary that effectively embodies all the important elements of your business plan, we've cultivated a list of necessary components for an executive summary, as well as an example to get you started.

Follow Along With HubSpot's Executive Summary Template

Executive summary template from HubSpot

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How to write an executive summary.

A good executive summary tells your company’s story, contains in-depth research, conveys information with an appropriate tone, is void of clichés, and follows your business plan’s structure. These elements will ensure your executive summary is effective, informative, and impactful.

1. Tell your story.

When investors or CEO's read your executive summary, they should understand what your business is about. This is one of the first elements of your business plan, so it should set the tone.

In your executive summary, be sure to tell your story and include an overview about what your company does and why you do what you do. You can also briefly highlight important details about your company’s management.

For instance, you could talk about your founder or CEO’s qualifications and motivations. You can also provide a high-level summary of your company’s business operations and any management methods or best practices that you abide by.

You’ll also want to explain the problem or opportunity that is being addressed, and how it is valuable to investors and customers. Think of this like an elevator pitch . If someone stopped reading and you only had the executive summary to explain your company, what information would you include?

2. Highlight important data.

An executive summary, while short, should include plenty of research.

Highlight the most important findings and insights from the document, including any critical data or statistics discovered in your competitor analysis . While your business plan will flesh out the details, it's important to include your key findings in your executive summary.

You should also provide a basic rundown of your target market, how you plan on addressing their needs and pain points, and how you will reach them.

Additionally, you should include key financial information. The main points you should cover are the overall budget, the price per product/service, and your financial projections.

3. Pay attention to your tone.

Although the tone of your executive summary should be professional and concise, it should also be true to your company and target audience. Aim to convey a sense of authority and credibility while remaining accessible and engaging.

Here are some tips to keep in mind:

  • Focus on presenting information objectively with facts and evidence.
  • Don’t voice your personal opinions or use subjective statements.
  • Strive for clarity and simplicity in your language and ensure that your message is easily understood.
  • Avoid unnecessarily complexity or convolution.
  • Don’t use hyperbole or excessive claims.
  • Use strong verbs, active voice, and concise language to make your points effectively.
  • Aim to resonate with the reader’s interests and concerns.

By striking the right balance between professionalism, clarity, and engagement, you can effectively deliver your message and compel the reader to take action or make informed decisions based on the summary.

4. Avoid cliché language.

With any style of writing, it's best to avoid clichés. Clichés can convey the wrong message or be misunderstood, which is something you want to avoid when someone reads your executive summary.

Additionally, clichés tend to overpromise and under-deliver. For example, including something like “The Best Restaurant in Town” isn‘t true because you’re untested as a business. Your executive summary should reflect the truth and who you are as a company.

To avoid clichés while writing, it’s essential to be aware of their presence. Familiarize yourself with common clichés and be mindful of them as you write. Some examples include:

  • “Thinking outside the box”
  • “Innovative solutions”
  • “Cutting-edge technology”

Instead of relying on these overused phrases, be descriptive and embrace the uniqueness of your brand when writing your executive summary. For instance, there’s no need to vaguely refer to your product as a “game-changer,” when you could explain how it benefits your target audience instead. Show, don’t tell.

By staying true to your voice and delivering an honest message, you can keep your writing fresh and your audience engaged.

5. Write it after completing your business plan.

An executive summary is a summary of your business plan. However, it‘s hard to write a summary when you haven’t written your business plan yet. That's why your executive summary should be the final thing you write.

By saving this step for last, you’re able to gain a thorough understanding of the entire plan, including your business’s goals, strategies, market analysis, and financial projections. This enables you to accurately depict the most important aspects in your summary.

If you write you executive summary first, you’re more likely to miscommunicate the essence of your business plan to executives and shareholders. Sure, you may have an outline prepare, but not having all the information can lead to inconsistencies or inaccuracies in your summary. You also risk including irrelevant details or omitting important details that come up during the planning process.

Ultimately, writing your executive summary last ensures that precisely represents the content and findings your plan.

If you don’t have a business plan yet, don’t worry; we have a comprehensive business plan template to help you create one quickly and effectively.

Featured Resource: Business Plan Template

how to write executive summary: use business plan template from hubspot

Download Your Free Template Here

Now that you know how to write an executive summary, let's dive into the details of what to include.

What to Include in Your Executive Summary

Your business plan should convey your company‘s mission, your product, a plan for how you’ll stand out from competitors, your financial projections, your company's short and long-term goals, your buyer persona, and your market fit.

Ultimately, an executive summary should provide a preview for investors or CEO's, so they know what to expect from the rest of your report. Your executive summary should include:

  • The name, location, and mission of your company
  • A description of your company, including management, advisors, and brief history
  • Your product or service, where your product fits in the market, and how your product differs from competitors in the industry
  • Financial considerations, start-up funding requirements, or the purpose behind your business plan — mention what you hope the reader will help your company accomplish

How long should an executive summary be?

While there is no hard and fast rule for the exact length, executive summaries typically range from one to three pages. However, it's important to note that the length should be determined by the document it accompanies and the content itself rather than a predetermined page count.

At the end of the day, your executive summary should engage the reader and highlight the most important points of your document while avoiding unnecessary details.

Feeling at a loss? Download a free template below that will take you through the executive summary creation process.

Executive Summary Template

executive summary template from hubspot

Download Your Free Executive Summary Template Here

In this free executive summary template, you’ll be able to outline several pieces of information, including:

  • Introduction: Explain what your executive summary contains.
  • Company & Opportunity: Explain who you are and your biggest opportunities for growth.
  • Industry & Market Analysis: Explain the state of your industry and your target market.
  • Management & Operations: Explain who your key leaders are and their roles.
  • Implementation & Marketing: Explain how you plan to deploy your product to the marketplace.
  • Financial Plan: Explain your company’s finances. Change the verbiage depending on whether you’re writing to investors or a general audience.
  • Conclusion: Summarize what you’ve covered.

Ready? Download your free executive summary template .

To understand more tactically how an executive summary should look, let’s review a few examples.

Executive Summary Examples

1. connected.

executive summary example: connected

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How to Write an Executive Summary in 6 Steps

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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.

example executive summary for business plan

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?

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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.

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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...

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

How to write an executive summary, with examples

Julia Martins contributor headshot

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

Project plans

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:

[Product UI] Example executive summary in Asana (Project Overview)

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 .

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How to Write an Executive Summary (Example & Template Included)

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Here’s the good news: an executive summary is short. It’s part of a larger document like a business plan, business case or project proposal and, as the name implies, summarizes the longer report.

Here’s the bad news: it’s a critical document that can be challenging to write because an executive summary serves several important purposes. On one hand, executive summaries are used to outline each section of your business plan, an investment proposal or project proposal. On the other hand, they’re used to introduce your business or project to investors and other stakeholders, so they must be persuasive to spark their interest.

Writing an Executive Summary

The pressure of writing an executive summary comes from the fact that everyone will pay attention to it, as it sits at the top of that heap of documents. It explains all that follows and can make or break your business plan or project plan . The executive summary must know the needs of the potential clients or investors and zero in on them like a laser. Fortunately, we’ll show you how to write and format your executive summary to do just that.

Getting everything organized for your executive summary can be challenging. ProjectManager can help you get your thoughts in order and collaborate with your team. Our powerful task management tools make it easy to get everything prioritized and done on time. Try it free today.

List view in ProjectManager

What Is an Executive Summary?

An executive summary is a short section of a larger document like a business plan , investment proposal or project proposal. It’s mostly used to give investors and stakeholders a quick overview of important information about a business plan like the company description, market analysis and financial information.

It contains a short statement that addresses the problem or proposal detailed in the attached documents and features background information, a concise analysis and a conclusion. An executive summary is designed to help executives and investors decide whether to go forth with the proposal, making it critically important. Pitch decks are often used along with executive summaries to talk about the benefits and main selling points of a business plan or project.

Unlike an abstract, which is a short overview, an executive summary format is a condensed form of the documents contained in the proposal. Abstracts are more commonly used in academic and research-oriented writing and act as a teaser for the reader to see if they want to read on.

example executive summary for business plan

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Executive Summary Template

Use this free Executive Summary Template for Word to manage your projects better.

How to Write an Executive Summary

Executive summaries vary depending on the document they’re attached to. You can write an executive summary for a business plan, project proposal, research document, or business case, among other documents and reports.

However, when writing an executive summary, there are guidelines to ensure you hit all the bases.

Executive Summary Length

According to the many books that have been written about executive summaries, as well as training courses, seminars and professional speakers, the agreed-upon length for an executive summary format should be about five to 10 percent of the length of the whole report.

Appropriate Language

The language used should be appropriate for the target audience. One of the most important things to know before you write professionally is to understand who you’re addressing. If you’re writing for a group of engineers, the language you’ll use will differ greatly from how you would write to a group of financiers.

That includes more than just the words, but the content and depth of explanation. Remember, it’s a summary, and people will be reading it to quickly and easily pull out the main points.

Pithy Introduction

You also want to capture a reader’s attention immediately in the opening paragraph. Just like a speech often opens with a joke to break the tension and put people at ease, a strong introductory paragraph can pull a reader in and make them want to read on. That doesn’t mean you start with a joke. Stick to your strengths, but remember, most readers only give you a few sentences to win them over before they move on.

Don’t forget to explain who you are as an organization and why you have the skills, personnel and experience to solve the problem raised in the proposal. This doesn’t have to be a lengthy biography, often just your name, address and contact information will do, though you’ll also want to highlight your strengths as they pertain to the business plan or project proposal .

Relevant Information

The executive summary shouldn’t stray from the material that follows it. It’s a summary, not a place to bring up new ideas. To do so would be confusing and would jeopardize your whole proposal.

Establish the need or the problem, and convince the target audience that it must be solved. Once that’s set up, it’s important to recommend the solution and show what the value is. Be clear and firm in your recommendation.

Justify your cause. Be sure to note the key reasons why your organization is the perfect fit for the solution you’re proposing. This is the point where you differentiate yourself from competitors, be that due to methodology, testimonials from satisfied clients or whatever else you offer that’s unique. But don’t make this too much about you. Be sure to keep the name of the potential client at the forefront.

Don’t neglect a strong conclusion, where you can wrap things up and once more highlight the main points.

Related: 10 Essential Excel Report Templates

What to Include in an Executive Summary

The content of your executive summary must reflect what’s in the larger document which it is part of. You’ll find many executive summary examples on the web, but to keep things simple, we’ll focus on business plans and project proposals.

How to Write an Executive Summary for a Business Plan

As we’ve learned above, your executive summary must extract the main points of all the sections of your business plan. A business plan is a document that describes all the aspects of a business, such as its business model, products or services, objectives and marketing plan , among other things. They’re commonly used by startups to pitch their ideas to investors.

Here are the most commonly used business plan sections:

  • Company description: Provide a brief background of your company, such as when it was established, its mission, vision and core values.
  • Products & services: Describe the products or services your company will provide to its customers.
  • Organization and management: Explain the legal structure of your business and the members of the top management team.
  • SWOT analysis: A SWOT analysis explains the strengths, weaknesses, opportunities and threats of your business. They describe the internal and external factors that impact your business competitiveness.
  • Industry & market analysis: This section should provide an overview of the industry and market in which your business will compete.
  • Operations: Explain the main aspects of your business operations and what sets it apart from competitors.
  • Marketing plan: Your marketing plan describes the various strategies that your business will use to reach its customers and sell products or services.
  • Financial planning: Here, you should provide an overview of the financial state of your business. Include income statements, balance sheets and cash flow statements.
  • Funding request: If you’re creating your business plan to request funding, make sure to explain what type of funding you need, the timeframe for your funding request and an explanation of how the funds will be used.

We’ve created an executive summary example to help you better understand how this document works when using it, to sum up a business plan.

To put all of that information together, here’s the basic format of an executive summary. You can find this same information in our free executive summary template :

  • Introduction, be sure to know your audience
  • Table of contents in the form of a bulleted list
  • Explain the company’s role and identify strengths
  • Explain the need, or the problem, and its importance
  • Recommend a solution and explain its value
  • Justify said solution by explaining how it fits the organization
  • A strong conclusion that once more wraps up the importance of the project

You can use it as an executive summary example and add or remove some of its elements to adjust it to your needs. Our sample executive summary has the main elements that you’ll need project executive summary.

Executive summary template for Word

Executive Summary Example

For this executive summary example, we’ll imagine a company named ABC Clothing, a small business that manufactures eco-friendly clothing products and it’s preparing a business plan to secure funding from new investors.

Company Description We are ABC Clothing, an environmentally-friendly manufacturer of apparel. We’ve developed a unique method of production and sourcing of materials that allows us to create eco-friendly products at a low cost . We have intellectual property for our production processes and materials, which gives us an advantage in the market.

  • Mission: Our mission is to use recycled materials and sustainable methods of production to create clothing products that are great for our customers and our planet.
  • Vision: Becoming a leader in the apparel industry while generating a positive impact on the environment.

Products & Services We offer high-quality clothing products for men, women and all genders. (Here you should include pictures of your product portfolio to spark the interest of your readers)

Industry & Market Analysis Even though the fashion industry’s year-over-year growth has been affected by pandemics in recent years, the global apparel market is expected to continue growing at a steady pace. In addition, the market share of sustainable apparel has grown year-over-year at a higher pace than the overall fashion industry.

Marketing Plan Our marketing plan relies on the use of digital marketing strategies and online sales, which gives us a competitive advantage over traditional retailers that focus their marketing efforts on brick-and-mortar stores.

Operations Our production plant is able to recycle different types of plastic and cotton waste to turn it into materials that we use to manufacture our products . We’ve partnered with a transportation company that sorts and distributes our products inside the United States efficiently and cost-effectively.

Financial Planning Our business is profitable, as documented in our balance sheet, income statement and cash flow statement. The company doesn’t have any significant debt that might compromise its continuity. These and other financial factors make it a healthy investment.

Funding Request We’re requesting funding for the expansion of our production capacity, which will allow us to increase our production output in order to meet our increasing customer demand, enter new markets, reduce our costs and improve our competitiveness.

If you’d like to see more executive summary examples for your business plan, you can visit the U.S. small business administration website. They have business plans with executive summary examples you can download and use.

Executive summaries are also a great way to outline the elements of a project plan for a project proposal. Let’s learn what those elements are.

How to Write an Executive Summary for a Project Proposal

An executive summary for your project proposal will capture the most important information from your project management plan. Here’s the structure of our executive summary template:

  • Introduction: What’s the purpose of your project?
  • Company description: Show why you’re the right team to take on the project.
  • Need/problem: What is the problem that it’s solving?
  • Unique solution: What is your value proposition and what are the main selling points of your project?
  • Proof: Evidence, research and feasibility studies that support how your company can solve the issue.
  • Resources: Outline the resources needed for the project
  • Return on investment/funding request: Explain the profitability of your project and what’s in for the investors.
  • Competition/market analysis: What’s your target market? Who are your competitors? How does your company differentiate from them?
  • Marketing plan: Create a marketing plan that describes your company’s marketing strategies, sales and partnership plans.
  • Budget/financial planning: What’s the budget that you need for your project plan?
  • Timeline: What’s the estimated timeline to complete the project?
  • Team: Who are the project team members and why are they qualified?
  • Conclusions:  What are the project takeaways?

Now that we’ve learned that executive summaries can vary depending on the type of document you’re working on, you’re ready for the next step.

What to Do After Writing an Executive Summary

As with anything you write, you should always start with a draft. The first draft should hit all the marks addressed above but don’t bog yourself down in making the prose perfect. Think of the first draft as an exploratory mission. You’re gathering all the pertinent information.

Next, you want to thoroughly review the document to ensure that nothing important has been left out or missed. Make sure the focus is sharp and clear, and that it speaks directly to your potential client’s needs.

Proofread for Style & Grammar

But don’t neglect the writing. Be sure that you’re not repeating words, falling into cliché or other hallmarks of bad writing. You don’t want to bore the reader to the point that they miss the reason why you’re the organization that can help them succeed.

You’ve checked the content and the prose, but don’t forget the style. You want to write in a way that’s natural and not overly formal, but one that speaks in the manner of your target audience . If they’re a conservative firm, well then, maybe formality is called for. But more and more modern companies have a casual corporate culture, and formal writing could mistakenly cause them to think of you as old and outdated.

The last run should be proofing the copy. That means double-checking to ensure that spelling is correct, and there are no typos or grammatical mistakes. Whoever wrote the executive summary isn’t the best person to edit it, however. They can easily gloss over errors because of their familiarity with the work. Find someone who excels at copy-editing. If you deliver sloppy content, it shows a lack of professionalism that’ll surely color how a reader thinks of your company.

Criticism of Executive Summaries

While we’re advocating for the proper use of an executive summary, it’d be neglectful to avoid mentioning some critiques. The most common is that an executive summary by design is too simple to capture the complexity of a large and complicated project.

It’s true that many executives might only read the summary, and in so doing, miss the nuance of the proposal. That’s a risk. But if the executive summary follows the guidelines stated above, it should give a full picture of the proposal and create interest for the reader to delve deeper into the documents to get the details.

Remember, executive summaries can be written poorly or well. They can fail to focus on results or the solution to the proposal’s problem or do so in a vague, general way that has no impact on the reader. You can do a hundred things wrong, but if you follow the rules, then the onus falls on the reader.

ProjectManager Turns an Executive Summary Into a Project

Your executive summary got the project approved. Now the real work begins. ProjectManager is award-winning project management software that helps you organize tasks, projects and teams. We have everything you need to manage each phase of your project, so you can complete your work on time and under budget.

Work How You Want

Because project managers and teams work differently, our software is flexible. We have multiple project views, such as the kanban board, which visualizes workflow. Managers like the transparency it provides in the production cycle, while teams get to focus only on those tasks they have the capacity to complete. Are you more comfortable with tasks lists or Gantt charts? We have those, too.

A screenshot of the Kanban board project view

Live Tracking for Better Management

To ensure your project meets time and cost expectations, we have features that monitor and track progress so you can control any deviations that might occur. Our software is cloud-based, so the data you see on our dashboard is always up to date, helping you make better decisions. Make that executive summary a reality with ProjectManager.

ProjectManager’s dashboard view, which shows six key metrics on a project

You’ve now researched and written a persuasive executive summary to lead your proposal. You’ve put in the work and the potential client sees that and contracts you for the project. However, if you don’t have a reliable set of project management tools like Gantt charts , kanban boards and project calendars at hand to plan, monitor and report on the work, then all that preparation will be for nothing.

ProjectManager is online project management software that gives you real-time data and a collaborative platform to work efficiently and productively. But don’t take our word for it, take a free 30-day trial.

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How to Write an Executive Summary

Folder with a light bulb emerging from it. Represents summarizing your business as an executive summary from a larger document.

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.

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  • 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.

What’s your biggest business challenge right now?

  • 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.

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Content Author: Tim Berry

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.

example executive summary for business plan

Table of Contents

  • What to include
  • Writing tips
  • Additional resources

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How to write an executive summary in 10 steps

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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.

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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.

presenting-to-board-meeting-executive-summary-example

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. 

person-holding-one-sheet-executive-summary-example

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 .

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How to Write an Executive Summary for a Business Plan

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?

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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!

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How To Write A Good Business Plan Executive Summary

The executive summary for a business plan is a brief, positive synopsis of the business that goes at the beginning of your business plan. 3 min read updated on February 26, 2023

What Is An Executive Summary?

What is an executive summary for a business plan, and how do you create one? 

An executive summary is a brief, positive synopsis of the business and goes at the beginning of your business plan. An executive summary is normally about one to two pages long, contains two-sentence overviews of each section within the plan, and covers the most important information about the business. 

Ideally, potential  investors will be able to quickly grasp the key elements of your business plan from the executive summary alone. They can then read deeper into areas they are particularly interested in.

Finally, the executive summary should be clear, succinct, and engaging while remaining succinct and professional. A dry executive summary will not entice readers to take an interest in your business.

What Goes into an Executive Summary?

The full content of the executive summary will vary depending on if the business is a startup or an established business. However, there are certain elements common to both.

Every executive summary should include:

  • The name and location of the business.
  • Your company's value proposition, explaining what sets your company apart from your competitors.
  • The marketplace need(s) your company meets, with evidence of that need.
  • How your company's products and/or services meet that need.
  • A description of your competition and the advantages your company has over them.
  • A description of your target market and customer.
  • An overview of your company's management team and how each member contributes to its success.
  • A description of the company's current developmental stage.
  • A financial summary, showing projected sales and profits for the next three years in a way that is both honest and convincing.
  • If you are requesting money from a financial institution, state the specific amount you want. For investors, state the percentage stake in the company you're offering for their financial backing.
  • A summary of major milestones so far and your goals for the future.

Startups, or pre-revenue companies, should also include:

  • A brief overview of your sales and marketing strategy.
  • Your implementation plan, describing how you intend to get the business from planning to opening.

For established businesses, be sure to add:

  • Your  mission statement , which is a brief description of the purpose and values of the company. This helps to attract the right investors who share your common vision.
  • A short history of the company, including the products and/or services it provides and general statistics (number of employees, locations, etc.).
  • An overview of how the business has grown, both revenue and market share.
  • A financial summary.
  • A   business roadmap describing your plans for the company. Investors want to see how you plan to use their money to grow the business.

How To Write A Business Plan Executive Summary

  • Write it after - Write the executive summary after you have completed  the entire business plan .
  • Create a compelling case - Start the executive summary with a compelling case for why you have a great business idea. No matter how good the rest of the plan looks, no one is going to be interested in a bad idea.
  • Keep the tone upbeat, but don't oversell. While you don't need to mention ordinary risks, it's OK to note unusual challenges. However, always be sure to highlight the positives.
  • Write in concise language using layman's terms. Anyone without knowledge of your business should be able to understand your executive summary and recognize the opportunity it presents.
  • Present a clear plan for your business. Do not be ambiguous. Multiple options convey indecision and uncertainty which are turn-offs for potential investors.
  • Conclude with positivity. Your executive summary should end with a few sentences that tell the reader why your business will be successful. Keep the language positive and confident, and avoid unsure words like “maybe” and “possibly.”
  • When you've finished, read it back to yourself aloud. Make changes where sentences sound awkward or don't flow well. Then give it to someone who is unfamiliar with your business to read. Note their feedback.

The executive summary is the most important part of your business plan, but it need not be the hardest to write. If you've written the plan, you've already done most of the work.

Do you want a lawyer to review your business plan?

There are plenty of  examples of executive summaries online to guide you further.

If you need help reviewing your business plan with a legal counsel business plan, you can  post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.

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Executive Summary of the Business Plan

How to Write an Executive Summary That Gets Your Business Plan Read

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.

example executive summary for business plan

CP Cheah / Getty Images

An executive summary of a business plan is an overview. Its purpose is to summarize the key points of a document for its readers, saving them time and preparing them for the upcoming content.

Think of the executive summary as an advance organizer for the reader. Above all else, it must be clear and concise. But it also has to entice the reader to read the rest of the business plan .

This is why the executive summary is often called the most important part of the business plan. If it doesn’t capture the reader's attention, the plan will be set aside unread—a disaster if you've written your business plan as part of an attempt to get money to start your new business . (Getting startup money is not the only reason to write a business plan; there are other just-as-important reasons .)

Because it is an overview of the entire plan, it is common to write the executive summary last (and writing it last can make it much easier).

What Information Goes in an Executive Summary?

The information you need to include varies somewhat depending on whether your business is a startup or an established business.

For a startup business typically one of the main goals of the business plan is to convince banks, angel investors , or venture capitalists to invest in your business by providing startup capital in the form of debt or equity financing .

In order to do so you will have to provide a solid case for your business idea which makes your executive summary all the more important. A typical executive summary for a startup company includes the following sections:

  • The business opportunity. Describe the need or the opportunity.
  • Taking advantage of the opportunity. Explain how will your business will serve the market.
  • The target market . Describe the customer base you will be targeting.
  • Business model . Describe your products or services and and what will make them appealing to the target market.
  • Marketing and sales strategy . Briefly outline your plans for marketing your products and services.
  • The competition. Describe your competition and your strategy for getting market share. What is your competitive advantage, e.g. what will you offer to customers that your competitors cannot?
  • Financial analysis. Summarize the financial plan including projections for at least the next three years.
  • Owners/Staff. Describe the owners and the key staff members and the expertise they bring to the venture.
  • Implementation plan. Outline the schedule for taking your business from the planning stage to opening your doors.

For established businesses the executive summary typically includes information about achievements, growth plans , etc. A typical executive summary outline for an established business includes:

  • Mission Statement . Articulates the purpose of your business. In a few sentences describe what your company does and your core values and business philosophy.
  • Company Information. Give a brief history of your company —d escribe your products or services, when and where it was formed, who the owners and key employees are, statistics such as the number of employees, business locations, etc.
  • Business Highlights. Describe the evolution of the businesshow it has grown, including year-over-year revenue increases, profitability, increases in market share, number of customers, etc.
  • Financial Summary. If the purpose of updating the business plan is to seek additional financing for expansion, then give a brief financial summary.
  • Future goals. Describe your goals for the business . If you are seeking financing explain how additional funding will be used to expand the business or otherwise increase profits.

How Do I Write an Executive Summary of a Business Plan?

Start by following the list above and writing one to two sentences about each topic (depending on whether your business is a startup or an established business). No more! 

The Easy Way of Writing One

Having trouble getting started? The easiest way of writing the executive summary is to review your business plan and take a summary sentence or two from each of the business plan sections you’ve already written.

If you compare the list above to the sections outlined in the  Business Plan Outline , you’ll see that this could work very well.

Then finish your business plan’s executive summary with a clinching closing sentence or two that answers the reader’s question, “Why is this a winning business?”

For example, an executive summary for a pet-sitting business might conclude: “The loving on-site professional care that Pet Grandma will provide is sure to appeal to both cat and dog owners throughout the West Vancouver area.”

(You may find it useful to read the entire Pet Grandma  executive summary example  before you write your own.)

Tips for Writing the Business Plan’s Executive Summary

  • Focus on providing a summary.  The business plan itself will provide the details and whether bank managers or investors, the readers of your plan don’t want to have their time wasted.
  • Keep your language strong and positive.  Don’t weaken your executive summary with weak language. Instead of writing, “Dogstar Industries might be in an excellent position to win government contracts,” write “Dogstar Industries will be in an excellent position.”
  • Keep it short–no more than two pages long . Resist the temptation to pad your business plan’s executive summary with details (or pleas). The job of the executive summary is to present the facts and entice your reader to read the rest of the business plan, not tell him everything.
  • Polish your executive summary.  Read it aloud. Does it flow or does it sound choppy? Is it clear and succinct? Once it sounds good to you, have someone else who knows nothing about your business read it and make suggestions for improvement.
  • Tailor it to your audience.  If the purpose of your business plan is to  entice investors , for instance, your executive summary should focus on the opportunity your business provides investors and why the opportunity is special. If the purpose of your business plan is to get a small business loan , focus on highlighting what traditional lenders want to see, such as management's experience in the industry and the fact that you have both collateral and strategies in place to minimize the lender's risk.
  • Put yourself in your readers’ place. And read your executive summary again. Does it generate interest or excitement in the reader? If not, why? Also try giving it to a friend or relative to read, who is not engaged in the business. If you've done a good job on the executive summary, an impartial third party should be able to understand it.

Remember, the executive summary will be the first thing your readers read. If it's poorly written, it will also be the last thing they read, as they set the rest of your business plan aside unread.

Office of the Comptroller of the Currency. " Business Plan Guidelines ," Page 2.

Corporate Finance Institute. " Executive Summary ."

United Nations Conference on Trade and Development. " How to Prepare Your Business Plan ," Page 167.

Iowa State University. " Types and Sources of Financing for Start-up Businesses ."

U.S. Small Business Administration. " Write Your Business Plan ."

Clute Institute. " Using Business Plans for Teaching Entrepreneurship ," Page 733.

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Helpful business executive summary template

example executive summary for business plan

Pitching a business idea to an investor is enough to break down even the most prepared entrepreneurs. If you’re scrambling to get your value proposition across while fighting the clock, your business plan can quickly fall apart — along with your confidence.

It doesn’t have to be that way, though. You can write a great business plan and deliver it — almost — without breaking a sweat. The key to success is summarizing your thoughts in a concise summary. In this article, you’ll learn how to grab your stakeholders’ attention and deliver all the key information with an effective executive summary template.

Get the template

What is a business executive summary template?

A business executive summary template is a framework for highlighting the core points of your business plan with your target audience in mind. In the template, you’ll have space to fill out all information that pertains to the management of your business. This can include sales and marketing strategies, figures related to the staff and other expenses, and short and long-term objectives.

One way to think of the summary is as an elevator pitch that seeks to convey as much information as possible in the shortest time.

Download Excel template

Why use a business executive summary template?

With the business executive summary template, all you have to do is distill down the essential parts of your business plan into easy-to-digest words. Bullet point lists and short sentences can help get across the most important information in a way that’s brief and scannable.

You can use the business executive summary template as a guide for boiling down the basics of your company for potential investors. Without a summary template, you may neglect to mention significant aspects of your business that could detrimentally affect your pitch. The last thing you want is to create an executive summary that’s long-winded and padded out with irrelevant data.

Give investors a pitch to remember by creating a hard-hitting executive summary that’s granular yet concise — which you can use a template to do. Often, this approach will yield better results than the long-winded approach since you condense the information down into a palatable presentation.

It also ensures that you use a consistent format each time you create a new one, which makes them skimmable for busy investors and high-level executives — in fact, investors have little time to read pitch decks, with an average time spent of 3 minutes and 44 seconds . This evidence suggests that investors don’t have time for reading the entire document, so you only have a few minutes to get your message across.

A business executive summary template can also streamline your pitching process. If you have meetings with various investors, you can plug in and swap out information according to the individuals you’re pitching to. The dawn of a new year can bring the promise of fresh investment, yet the reality is that as of February 2022, investor activity has declined by 5.56% .

What are some examples of business executive summary templates?

Let’s look at a few business executive summary template examples.

Problem resolution

Highlight the customer pain point you’re looking to address with your business, and you’ll quickly capture the interest of your audience.

screenshot of problem resolution template

( Image Source )

A business idea that doesn’t solve an obvious problem can be left by the wayside if investors don’t see the potential financial gain. Customers should have a compelling reason to buy the product or service, and if you can’t prove that you have one, investors won’t have a reason to invest.

Risk and opportunity analysis

With the risk and opportunity analysis, you can show off your knowledge of your target market and where your business fits in. Demonstrate to investors that you’ve carried out the research and prove that the opportunity is there for the taking.

screenshot of risk and opportunity analysis

When you show an understanding of your target audience and what the competition offers, you give the investor an overview of what risks they’ll assume and what they could gain.

Action plan summary

When evaluating business pitches, investors generally appreciate a clear roadmap for the business’s long-term success. Highlight the route to market, including your market strategy, and indicate any obstacles you’ll face to demonstrate that you’ve thought it through.

screenshot of action plan

When you present a bulleted list of next steps or actions for your management team to take, you prove to investors that you’re forward-thinking and can elevate your business with financial backing. Investors ultimately want to know where their money will be going, so they’ll want to see that information when they read your executive summary.

monday.com’s business executive summary template

Use monday.com business executive summary template to take the core information from your business plan and break it down into bite-sized takeaways for investors. Our template gives you something to work from by giving you a space to create a central knowledge base. When it comes time to draw up your executive summary, you just need to enter the information and change it according to who you’re pitching to.

example executive summary for business plan

monday.com Work OS real-time tracking and analytics can help you reinforce every point you make in your summary with data. That way, you can show off your understanding of the current state of the market as well as future trends.

monday.com workdocs can be another useful tool to aid your quest for investment, as you can pass your summary around and receive valuable feedback. With monday.com workdocs, it’s easy to collaborate on business documents, share comments, and ultimately promote teamwork. Since it’s important to get the summary right, you want as many people to see it as possible so you can present an airtight pitch to investors.

example executive summary for business plan

Business executive summary template tips and tricks

Here are a few tips to keep in mind when using a business executive summary template.

1. Carry out a market analysis

If you want to create an effective business plan executive summary, it’s best to start with a thorough market analysis. If you can sprinkle relevant statistics and figures into your summary, there’s a greater chance it’ll do a better job of convincing investors to part with their cash.

Without market research to back up your claims, investors won’t have any real data to latch onto. If you were to pitch a brick-and-mortar business a few months into the pandemic in 2020, you’d likely be laughed out of the boardroom.

If you show investors that you have your finger on the pulse of market trends, they’ll listen up.

2. Use financial projections

Think about where your business could fit into the market, not only today but several months and even years from now. Consider the market share you could conceivably reach and what your figures might be based on your closest competition.

Financial projections are critical to the success of any pitch. The bottom line is investors want to make money, so they’re not likely to invest in a business that will operate at a loss.

3. Remember that it’s a summary, not a plan

The business executive summary is called such because it should be drawn up after you’ve created a detailed business plan. If you were to try and create it before making your business plan, you may leave out important information that could prove costly.

FAQs about business executive summary templates

Let’s go over the answers to some common questions about business executive summary templates.

What does an executive business summary include?

An executive business summary should include all of the following information:

  • Financial information and projections
  • Route to market
  • Sales and marketing strategy
  • Business goals and objectives
  • Competitor analysis
  • Allocation of funds
  • Next steps to ensure your business comes to fruition

How do you write an executive summary for a business plan?

To write an executive summary, you need to take all the most important information from your business plan and present it clearly. A good way to approach the summary is to assume that it will be the only text the investors will read. This is often a reality, as investors safeguard their time and receive many pitches throughout the day. With that in mind, you want the summary to contain everything investors need to know without having to read the rest, according to the elements laid out in the template.

How long should an executive summary be?

Ideally, an executive summary should capture the investors’ attention and deliver all the key points in the space of a few minutes. The shorter, the better, but as a general goal, it’s wise to aim for two pages maximum, or 10% of your entire business plan.

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example executive summary for business plan

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Executive Summary Example For A Business Plan

Executive Summary Template

Free Executive Summary Template

  • December 12, 2023

Executive Summary Example

The Executive Summary writing could be overwhelming. Hence we have come up with a detailed business plan executive summary example . We hope that this example explains you well and helps you with an executive summary outline that serves your objection.

Important details about the example:

The following example is explicitly drawn out for people wanting to start child care services in America. The business name/domain and other important details are fictional facts and figures. We, as a company has solely used the details to draw an example for our readers like you. Any relevance in the details and the format of the business plan’s executive summary is completely coincidental.

Executive Summary Example of a Child Care Business Plan:

Executive summary for samantha’s child care services.

child care services

Samantha’s Child Care Services is a day child care service center in Seattle, Washington.

The center offers daycare and hands-on learning facilities for children between three to five. The center is headed by Samantha Wheeler, from UCLA University with 15 years of experience working as Principal of CIS of Seattle.

The main objective of presenting this executive summary for child care is to seek investments.

Today’s children need a hands-on learning experience right from the start. They need to learn the lessons that don’t feel like ‘learning’. They should not feel forced to learn. Rather, they must enjoy it. They need a curriculum that allows them to read, write, play, and have fun.

On the contrary, the school system is failing.

Samatha Wheeler, the founder, and director of Samantha’s Child Care Services is trained and has been teaching and looking after children for more than 5 years.

According to her experience, here are the solutions Samantha’s Child Care Services offer:

  • Offering practical learning experiences
  • Including activities like developing activities in art, self-defense, robotics, phonics, and others under the same roof.
  • We will nurture and look after the neighborhood children like their parents would by offering more than just babysitting.

Vision Statement

Our vision is to offer holistic childcare along with fun and engaging extracurricular activities to children. So that they don’t miss the joy of community.

Mission Statement

Our mission is to offer every child here fun and an international standard daycare center where kids can be groomed and prepared to be leaders of tomorrow.

Target Market

Samantha’s Child Care Services will be offering child care/development for infants aged three to five.

Our services are specifically for families where both parents (or all elders) are working professionals. And due to work obligations, can not manage child care during the day.

Which includes:

  • Corporate Executives
  • Business Professionals
  • Sports Professionals
  • Government Officials

We will be targeting parents and guardians who are looking for a daycare center that offers help in the overall development of their child.

Competition and Competitive Advantages:

Direct competition:.

  • Sunflower Day Care
  • Little Lilies Child Care

Indirect Competition:

Tertiary competition:, competitive advantages.

  • We offer quality childcare services with hands-on early education at affordable prices
  • Everything that a child needs for a healthy and happy childhood, we provide under one roof.
  • It’s not just another child care center. But a child’s second home. Where every child is looked after and nurtured, physically, emotionally, and intellectually.

Procedure and Implementations

The current procedure at Samantha’s Child Care Services are:

  • Renovating the center
  • Management provisions
  • Recruiting teacher’s staff
  • Recruiting a team of pediatric nurses and counselors
  • Setting up the marketing team
  • Culinary team to suffice breakfast and lunch provision

Financial Summary

Samantha’s Child Services has been a side hustle for the last two years. During that time, it’s been quite stable. However, upon the thought of expansion, here are a few financial facts and figures for Samantha’s Child Care Services:

  • Our sales projections for the first year are $270,000.
  • We project a growth rate of 10% per year for the first three years.
  • The salary for each partner will be $30,000

Financing Requirements

We are seeking an operating line of $100,000 to finance our first-year growth. Samantha Wheeler, the founder has invested $47,000 to meet working capital requirements.

Write executive summary for your business plan

1. Define your business idea

It is very important to mention what you do, how you do it, and for whom you do it. Of course, you don’t have to go into the details of how you started. Explain the purpose of your business and the impact it brings to the market.

2. Identify business metrics

The business metrics are also called key performance indicators . These key indicators vary with the type of business. However, here are a few metrics you can consider regardless of your business-

  • Year-on-year revenue
  • Number of customers and users
  • Industry rankings and positions
  • Marketing investments and results
  • Year-on-year return on investments

3. Pay attention to your niche

While you get into framing your business plan, stay close and true to your niche. Study the recent trends and techniques going on in the industry. Try to be a little intuitive so that you can see those trends and techniques. We would suggest you go through the business plans that have worked in your industry. This will help you to stand out from your competitors.

4. Use simple language

Any person, regardless of his/her age and designation, has an attention span of 5th grade. Plus your readers are busy. They are looking for a business and do not want to be impressed by your vocabulary. In that case, write your content in the simplest manner possible. The best is if you can stick to your industry lingo. In any case, writing short and easy sentences with a decent vocabulary is the best fit for your executive summary for the business plan.

5. Don’t write the executive summary first

Writing an executive summary first can put you in a big confusion. Because, it is simply too early to give any facts and figures, let alone the briefs. To write a business plan , you need to do a lot of research. You need to go to the very bottom of all the aspects before you come to any conclusion. Once you complete all other chapters of your business plan, know that you know how to write an executive summary.

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Example of Executive Summary for a Business Plan

Starting a business can be intimidating due to the complex web of decisions, uncertainties, and risks that entrepreneurs must navigate through, while ensuring the path to success for their businesses. Business plans serve as a business’s compass to direct a business and drive its growth to achieve its goals and objectives. 

Consequently, a concise but striking executive summary is an essential part and arguably, one of the most critical components of a business plan.

However, people spend only an approximate 48 minutes a day reading about business, according to a study by The Economist Intelligence Unit and Peppercomm. In a week, about 69% of young executives and 43% of veteran professionals read for business for less than four hours. 

Similarly, an article from Time Magazine mentioned that 55% of people only actively read content for less than 15 seconds. This implies that a robust executive summary of a business plan should capture a reader’s interest and show that a business plan is worthy of a reader’s attention in a very narrow timeframe.

As such, it is necessary to know how to craft an impactful executive summary that will communicate the vision of a business. Let’s explore the how-tos of writing an executive summary of business plan, its significance, and some business plan executive summary examples.

What is an Executive Summary?

An executive summary is the first key component in a document such as a business plan, proposal, or report that serves as a concise snapshot that effectively captures reader interest. It also encapsulates vital details that discuss the identified issue or opportunity, market findings, overarching goals, and strategic plans .

A variety of professional documents incorporate executive summaries. Here are some examples:

  • Business plans
  • Financial reports
  • Marketing proposals
  • Professional resumes

What is an Executive Summary in a Business Plan?

In a business plan, the executive summary should vouch for a business through a writing that is positive and assertive. The focus should be on factual and practical information that readers want to know, instead of subjective or emotional aspects such as hard work and passion. 

Considering the interest of the target audience in the executive summary will answer their underlying questions about a business and avoid creating new ones that will hold them back from reading a business plan further.

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Executive Summary vs. Business Overview

In general, both an executive summary and business overview play the role of providing a project summary in business plans to give readers a short outline. Both provide essential information but serve distinct purposes. 

The executive summary is a high-level synopsis crafted to capture the reader’s attention, providing a quick understanding of a business plan’s main points. In contrast, a business overview focuses on specifically highlighting a company’s background, mission, vision, and market positioning. This offers a brief description of the business and a comprehensive perspective of its brand and place within an industry.

What Makes the Executive Summary Significant?

The executive summary is that one business plan section that everyone will read. It saves the readers’ time, provides clarity, and assists with document navigation. The benefits of a solid executive summary make it an important portion of a business plan.

Readers look into the executive summary to acquire critical information about a business in a short period to quickly formulate an appropriate decision or course of action thereafter. The contents of the executive summary are important as these outline what the audience will expect to learn while reading a business plan. The executive summary further helps readers navigate the business plan, indicating the main topics discussed in the plan. This makes a business plan more accessible and usable.

What are the Elements of an Effective Executive Summary?

The following will detail the important areas to be included in the executive summary of the business plan:

Business Opportunity: The business opportunity discusses the problem in the existing market that the business aims to address. This section highlights the market need and a business’s plans to meet said demand. The business opportunity will outline the solutions to the market problem and how these initiatives will create a change in the current business scene. 

Target Market: This pertains to the demographic a business intends to reach as its customer base. The target market section in the executive summary will include market research and highlight the consumer group who has potential interest in a business’s product or service. This studies traits such as age, occupation, gender, education level, and socioeconomic status.

Business Model: The business model is the part of the executive summary that zooms into the business concept. This includes the specific products or services a business intends to offer and specific characteristics that allow them to compete in the market.

Marketing Strategy: The marketing strategy presents the methods a business will implement to mold its brand and build brand recognition for its products or services. Marketing techniques such as digital marketing efforts, like Google Ads , and traditional media are discussed in this part.

Competition: This part provides a summary on the analysis of a business’s competitors, industry trends, and customer demand. This highlights the results of a business’s market research and showcases its understanding of the industry. This will allow a business to stand out on a local or international level.

Financial Analysis: A business plan’s executive summary should include how a business intends to control its finances, while generating revenue in the long-term. This section talks about how resources and funds will be utilized to propel the business towards growth and success and how the potential investors will benefit from these plans.

Company Overview: The company overview helps readers understand the growth of a business, its milestones, and how it has evolved throughout the years. This part is a brief description of the business and also includes an introduction of its key members, their qualifications and achievements, and how these people influenced and assisted in the development of the business.

Implementation Plan: The implementation plan is one of the vital parts of an executive summary. This component of the executive summary sketches both a structure and a timeline, starting from a business idea and moving towards launching an actual business.

5 Helpful Executive Summary Writing Tips

 1. Engage Your Audience through Your Story

      As an entrepreneur that steers a business forward, the executive summary should reflect the leadership you want to showcase. Set the tone of the business plan through the executive summary and make your readers understand what your business is about. Tell your story and how that pushed you to start the business that you aspire to build. Using an active voice in writing will demonstrate your proactive role in the business. Ambiguity does not have a place in your business and in achieving your business goals.

2. Highlight Key Elements

Working as a business plan overview, the executive summary focuses on the most critical aspects of your business plan, such as the problem, solution, market research , competitor analysis, and financial projections . While the business plan body elaborates on the details, specific findings will be highlighted in the executive summary.

3. Use a Compelling Tone and Tailor it to Your Audience

      Staying true and accessible is essential to writing an executive summary, similar to the importance of keeping a professional and concise tone in your writing. Discussing information objectively and substantiating it with evidence, projects authority and credibility, while also showing an approachable and engaging side. Avoid voicing out personal opinions and using excessive claims. The key is to strive for clarity and simplicity to resonate with the interest and concerns of your readers.   

4. Steer Clear from Clichés

      Avoiding cliché language is a vital point on how to make an executive summary effective. A good tip to stay true to this is to stay away from using general descriptions in your executive summary. Generalities and clichés tend to create unrealistic expectations that your business may fall short of meeting. Understand and detail the uniqueness of your business by being specific. Do not sell your business short, but stay truthful.

5. Complete it After Doing the Entire Business Plan

      Building the executive summary after completing the whole business plan allows you to have a better understanding of your business and to communicate the vital aspects in the summary. Writing it at the beginning risks the miscommunication of your business’s core concepts to its intended readers. This may further lead to inconsistent and irrelevant details and reduce the precision of the executive summary.

Final Thoughts

Empathizing with business plan readers and grasping the most valuable information to them makes a comprehensive and persuasive executive summary. Overall, keep in mind the following questions before starting an executive summary:

  • What knowledge and key takeaways should the business plan reader have?
  • What outcomes should the readers achieve after reading the executive summary in business plan?
  • Do these expected outcomes align with the business’s mission and long-term goals?

Business Plan Executive Summary Template and Examples

Now, we have established the key elements of and some writing tips on creating an executive summary. If you don’t have a business plan yet, BSBCON has a free business plan template that can help you start with building your own. Looking at an example of executive summary for business plans will allow you to be more familiar with its contents. Below are two examples of an executive summary in a business plan:

example executive summary for business plan

Executive Summary Example 1

“ProSecure Squad Corporation” operating as “ProSecure Squad” (The Company) was first incorporated in September of 2016 in Massachusetts, USA and subsequently incorporated in the State of Massachusetts on June 10th 2020. Over the past years ProSecure Squad has developed and patented revolutionary Cyber- security products.  

With digital transformation of industries being hastened by factors such as E-Commerce, Internet of Things (IoT), Connected Machines, Self-Driving vehicles, Cloud Computing, Artificial Intelligence (AI), there has been an enormous increase in the amount of electronic data.

Despite strong cyber-security defenses implemented, cyber-criminals have been getting past these defenses at an increasingly alarming rate and the cost for an organization to retain end-to-end cybersecurity professionals has become astronomical.  This has made the Cybersecurity Market one of the fastest growing industries.  

With patented products, an accomplished team of cybersecurity experts, and a clear strategy for product and service deployment, ProSecure Squad is ready to lead the next wave of cybersecurity.  The company is focused on making its world class data security solutions accessible and inclusive; therefore, targeting wide-scale adoption from medium to large businesses, and government organizations across the globe.

What makes the company’s offering so unique is our focus on simplifying data resiliency; making it easy to protect your data from being spied on, stolen or held for ransom even if a hacker or malware gets past the current cyber-defenses. 

With years of research and development, ProSecure Squad has refined our products and has garnered the interests of large corporations in the security and other Industries. With our offering being tailored to meet the current data security demands, ProSecure Squad is well positioned to become leaders in data security. 

ProSecure Squad Corporation is seeking a 15 Million USD capital investment in return for a 15% equity and voting stake in the company.  These funds will be allocated to taking the company’s products and services to market through direct sales, marketing, customer onboarding and customer support.  With this investment the company will execute on established opportunities, further develop its capabilities, and forge a notable position in one of the fastest growing industries.

Executive Summary Example 2

“Silver Studios, Inc.” (herein also referred to as “Silver”, “Silver Studios” and “the company”) was incorporated on January 9, 2021, in the City of Chicago by Founder and CEO, Jamie Malcolm. With plans to expand the company’s operational reach, Silver Studios also incorporated in New York, U.S.A. on April 30, 2022.

Silver Studios has rapidly emerged as a promising record label and music production company following the successful signing of eight talented artists who have achieved impressive results to date. These include charting on the Top Chicago Downloads, Top U.S. Rotation AC Tracks, U.S. Billboard Country Indicator Chart, and the American Billboard Chart. Additionally, the artists signed to the Silver Studios label have amassed a substantial following with over 58,000 collective monthly listeners and a significant number of streams on Spotify alone.

Today, Silver sits at a focal point where there is an abundance of opportunity to discover emerging artists, sign new talent and support existing artists.  In order to complete the development of the studio, acquire a variety of recording equipment, and hire additional staff, the company is seeking a strategic partnership and capital investment of $8.5M. With this partnership secured, Silver Studios will be positioned to welcome an array of upcoming artists and expedite growth within the music production and distribution industry.

Under the leadership of Mrs. Malcolm, Silver Studios has achieved significant success and earned a reputation as a champion for emerging artists. The company’s unwavering commitment to being an artist-first record label, along with a unique approach to equitable contracts and creative expression, has resulted in the discovery and development of exceptional talent. With increased strategic and financial resources, Silver Studios will continue to push boundaries and pave the way for the next generation of emerging artists.

This business plan acts as a strategic roadmap for Silver Studios in terms of operations, marketing, human resources and finance.

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Business Plan Executive Summary

Business Plan Executive Summary Examples

Just like in any reading material, especially lengthy, consolidated ones, it is important to include a summary work plan that will give a background as to what the document is all about. This will help the reader/s prepare for what is up ahead and at the same time entice them to read on. If you are able to present compelling in your summary, it may convince your reader/s to give your document a chance.

Business Plan Executive Summary Template

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What Is a Business Plan Executive Summary?

An  executive summary  is a section in a document that presents the highlights of the discussed topics. This includes the long term goal and the objectives of the business plan executive summary. The executive summary simplifies the discussions as well as state the purpose of the document. It is basically the summary of the entire document that is intended to encourage the reader/s to read further.

How to Write the Executive Summary of a Business Plan

Step 1: the company information.

Although the first paragraph of your executive summary is intended for an introduction , you can also use it formally introduce the business to the reader/s. You should use a compelling intro before you include the information of your business.

Step 2:  The Problem/S the Business Will Solve

If you have a personal mission statement for the company, it is more fitting to put it in this part. Although it is not a requirement in the business plan, the mission statement gives your business direction and defines the character and culture of your company. Your business is only viable if the products and/or services you provide answers or solves an existing problem in the market.

Step 3: The Solution the Business Will Provide

Since you have clearly determined the problem your business will address and solve, explain how your business will be able to do just that. This is where you present the solution your business will provide to the target consumers in order to address and solve such existing issue. However, you have to remember that this is only a budget summary .

Step 4: Concept of the Business

In this part, you need to explain the consumers you are trying to sell your products and/or service to. You also have to explain how your concept fits directly into what they need. This is where you explain and lay out how you will be able to entice your target clients through the concept you have already established.

What are the guidelines of making an executive summary of a business plan?

Writing it with too much or too little information can highly affect your chances of achieving your goal. It should be written once the entire business plan is completed. It should be 3–4 pages in length and should be attached on the first part of the business plan. Its ultimate goals should be enticing and convincing the reader/s to read the entire business plan. It needs to clearly outline the core idea and the main purpose of the business plan. It should be consistent with the contents of the entire business plan as well as the business pitch or presentation. It needs to be compelling, professional, and present the business as well as the owner in a good light so that the reader/s can be convinced to give the business a chance.

What to expect in an executive summary for a business plan?

Here is a list of what you should include in the executive summary of your business plan: name and location of the business, one-sentence summary explaining what separates the business from its competition, overview what problem the business intends to solve, brief explanation of how the business’s products or services solve the stated problem, honest acknowledgment of existing competitors and a short description of your business’s competitive advantages, description of your target customer evidence or proof that the products or services have a target market.

Why do you need an executive summary for a business plan?

It explains the purpose of your business, what you intend to produce or provide, how you plan to sustain it, and so on. Aside from helping you securing funding, a good business plan will also help you run your business since it includes all necessary stages and information needed to start and manage your business.

An executive summary of your business plan will help you present a comprehensive outline of your company’s purpose and goals. It is the part of your business plan that can either make or break your chances to achieving your purpose especially if it meant to help you secure financial aid.

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If you take a look at any business plan , the first section you will come across is the executive summary. The executive summary essentially provides an overview of the rest of the document.

It summarizes the contents of the business plan for readers, giving them a glimpse of what they should expect to find within the business plan and thereby helping them save time.

Because of this, the executive summary should be clear and concise, and interesting enough to entice the reader to dive deeper into the business plan.

Since it provides the reader with a glimpse of the rest of the business plan, the executive summary is often regarded as the most important section of a business plan.

If the executive summary fails in its purpose of capturing the reader’s attention, the reader will set aside the business plan without reading the rest of it. This would be a very great disadvantage, especially if the purpose of the business plan was to help you raise capital to start your business .

Considering that it is an overview of the rest of the business plan, the executive summary is typically the last section of the business plan to be written. Writing it last is also a lot easier. You can easily come up with an executive summary by simply reviewing and creating a summary of each section of your business plan.

Like I mentioned before, the executive summary is meant to save time for the reader, therefore it should be brief – typically, an executive summary does not exceed 2 pages.

The executive summary should end with a closing sentence or two aimed at showing the reader why the proposed business is a winning business.

Given that it is easier to learn how to do something by looking at example, below is a sample business plan executive summary that you can use as a guide as you write one for your business plan.

In the example, we are going to use a fictitious business named Pronto Lounge and Restaurant.

SECTION 1: EXECUTIVE SUMMARY FOR PRONTO LOUNGE AND RESTAURANT

1.1 introduction.

The future looks promising for Queens Borough in Manhattan, particularly the Bay Terrace Neighborhood. Already, there are a number of high end commercial and residential developments coming up in the neighborhood. The development of a state of the art mixed use estate in the nearby Bayside neighborhood is also well underway.

Combined, these new developments will add over 150,000 sq. feet of commercial space and over 1000 residential units. The residential units will be sold at prices in the range of $200,000 to $500,000, while rents for the units will range from $1000 to $2500 per month. The completion of these developments will provide the Bay Terrace neighborhood with a year-round economy.

While the completion of these developments will increase the population within the neighborhood and stimulate the expansion of the economy, the area does not have a warm and friendly place where residents and visitors can enjoy some fine food. Pronto Lounge and Restaurant will provide such a place.

Pronto Lounge and Restaurant will be a fine-dining restaurant with a capacity of 50 seats and a lounge with a 20 seat capacity. The lounge and restaurant will focus on offering an American-Italian menu, with a little Moroccan influence.

The lounge and restaurant will be located in the booming Bay Terrace area in Queens, Manhattan, overlooking the ocean and Fort Totten Park along Cross Island parkway.

Pronto Lounge and Restaurant will have an elegant lounge and a cozy dining room, complete with comfortable furnishings and exquisite décor. The lounge will be fitted with antique love seats and comfortable leather couches.

On one corner of the lounge will be a softly lit bar stocked with classical drinks. Pronto Lounge and Restaurant will be the perfect place for people to get a drink or a bite, or for small business meetings.

1.2 Mission

Pronto Lounge and Restaurant will be a great place to eat, offering a combination of excellent food and an interesting, welcoming atmosphere. The mission is to be New York’s leading restaurant, with the best tasting food and the highest quality of service.

We want Pronto Lounge and Restaurant to be the restaurant of choice for all within this area, the young and the old, singles and married couples. Good treatment of our staff will be part of our success, since we believe that employee satisfaction will translate into employees who care deeply about the business and its clients.

We want the staff of Pronto Lounge and Restaurant to feel as part of the business and to give their best in ensuring the success of the business. Through a combination of excellent menu variety, great and interesting atmosphere and exceptionally friendly staff, we want to create a lounge and restaurant that will be a great place for clients to eat, a rewarding place for our staff to work, and a profitable business for its owners.

1.3 The Service And Products

The menu at Pronto Lounge and Restaurant will focus on American-Italian cuisine. It will also offer of few of the best Moroccan dishes. For those who want to please their palates with an Italian taste, there will be several specialties to choose from, such as pasta carbonara, bruschetta, mushroom risotto, osso buco alla Milanese and ribollita.

For those who choose to enjoy American dishes, there will be a wide variety, from Charleston red rice and Hawaiian haystack to Texan barbeque, baked beans, chicken nuggets, coleslaw and lobster rolls.

Every day, the menu will feature a single special Moroccan dish, such as Moroccan Seafood Bastilla, tagine, Moroccan mixed salad, eggplant zalouk and chickpea stew. The food at Pronto Lounge and Restaurant will have premium pricing to match its upscale feel. The strategy is to give Pronto Lounge and Restaurant a perception of a high end, fine dining restaurant through its food, price, entertainment and excellent service.

Pronto Lounge and Restaurant will be open on all days of the week. The restaurant will be defined by its warm and comfy atmosphere. To create such an atmosphere, the restaurant will be painted in warm colors.

On the walls will be amazing artwork by some of the world’s best contemporary artists. On each table will be a small vase with fresh flowers. Soft piped music will subtly sooth and entertain our guests. Every week, Pronto Lounge and Restaurant will have a special theme night with the aim of attracting new clients.

During summer months, the restaurant will have some extra seating on the patio where clients will get to enjoy a special summer menu. The patio setting will provide tourists with a casual atmosphere to enjoy their meal while taking in the sights of the street.

The service offered at Pronto Lounge and Restaurant will be very friendly and very relaxed. The business will hire people with a diploma in hospitality, people we can count on to provide the best service to our clients.

In addition, the business will provide continuous training for its staff and keep motivating and encouraging them to ensure they continue providing the best possible service to clients.

The management team will be comprised of professionals with several years’ experience in management, hotel and restaurant, food, catering, marketing and finance.

1.4 Management

Pronto Lounge and Restaurant has assembled a strong and able management team. The team will be led by Cameron Pryce as the general manager. Pryce has a bachelor’s degree in Hospitality Management and an MBA.

He has extensive experience in the hotel and management industry and spent the last five years as the manager at a Las Vegas restaurant that made over $1 million in annual sales.

The financial and accounting functions of the business will be overseen by Leslie Montrose, who has over five years’ experience as a certified public accountant.

Marketing will be overseen by Frank Shields, who has a marketing degree and has formerly worked with some of the city’s best marketing agencies.

Finally, we have Everett Bracket as the senior chef. Chef Bracket has over ten years’ experience in the culinary industry. Before agreeing to join the Pronto Lounge and Restaurant team, Bracket was an assistant chef on a private yacht.

1.5 Target Market

Pronto Lounge and Restaurant will be targeting locals who live and work within Queens Borough and the greater New York and are active restaurant seekers. We will also target the tourists who flock to the many tourist attractions in Queens Borough.

We will specifically focus on young to middle aged adults with an income of $30,000 to $60,000 who are looking for excellent food and a great time.

The general demographics of our target market are males and females in the 20-50 years age bracket who have at least a college degree and are employed.

1.6 Competitive Advantages

  • Pronto Lounge and Restaurant will differentiate itself from the competition by creating a unique and exciting fine dining atmosphere. The restaurant will be set apart from other restaurants by its unique, well thought out design and its exquisite décor. Each client dining at Pronto Lounge and Restaurant will enjoy an experience that is unlike anything they’ve experienced before.
  • Pronto Lounge and Restaurant will also set itself apart through its commitment to high product quality, not only in terms of food but also through offering friendly and high quality service.
  • A unique and varied American-Italian menu with a touch of Moroccan influence.
  • Commitment to controlling and minimizing costs at all times.
  • Pronto Lounge and Restaurant will have a special theme night once each week, which will help to attract new and varied clientele to the restaurant.

1.7 Financial Projections

The most important thing for us is to ensure financial success for Pronto Lounge and Restaurant. We believe that we can achieve this by offering excellent food to our clients and maintaining a high quality of service.

Based on our knowledge and experience in the hotel and restaurant industry, we have come up with projections for the business.

Starting with an expenditure of $300,000 in the first year, we have forecasted sales of $1,200,000 and $2,000,000 for years two and three. We expect to achieve a net profit of 15% in year three.

1.8 Financing Requirements

We are seeking for an investment of $200,000 which will go towards financing Pronto Lounge and Restaurant’s first-year growth. The founders of Pronto Lounge and Restaurant have already invested $100,000 of our own capital into the business.

In exchange for their investment, investors will be given 40% equity in the business.

1.9 Objectives

In the first three years of operation, the objectives for Pronto Lounge and Restaurant will be:

  • To launch the lounge and restaurant with a highly publicized grand opening event that will coincide with the New Year celebrations.
  • To keep the costs of food under 35% of revenue.
  • To keep the labor costs below 30% of revenue.
  • To maintain a reputation of providing excellent food and high quality service.
  • To keep the average sales of the business between $1,000,000 and $2,000,000 every year.
  • To expand our marketing and advertising efforts so as to attract clients from the whole of New York.
  • To achieve over 10% profit for the first two years and increase it to 15% from the third year.

There is a lot of competition in the hotel and restaurant business, and restaurateurs must find ways to make their restaurants unique if they want to achieve and maintain a competitive advantage.

Pronto Lounge and Restaurant’s founders are well aware of this. With the developments coming up in Bay Terrace and the nearby Bayside neighborhood, the area will need a pace that will fit into its sophisticated and entertaining new look.

The developments will also attract a significant population of moneyed adults into the area. Considering that no other restaurant in the area has come up with such a concept, we believe that we have a window of opportunity to enter and fill a profitable niche in the market.

There you have it. If you are in the process of writing a business plan for your business, you can use the above example as a guide to help you come up with a clear, concise and interesting executive summary for your business plan.

Business Plan Executive Summary Example

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Sample Executive Summary for Business Plan

Sample Executive Summary for Business Plan

Create a sample executive summary business plan by editing sample executive summary for business plan template from venngage..

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A sample executive summary for business plan template provides an overview of your business and the key information about your proposed product or service. It typically includes details about your company, such as its mission statement, goals, and plans for growth, as well as information about your target market and how you plan to meet the needs of your customers.Your executive summary should be clear, concise, and engaging, and it should give readers a good sense of what your business is all about and why they should support it. If you're not sure how to write an executive summary for your business plan, Venngage got you. To customize this template, you won't need any design expertise. With Venngage, you may create an excellent executive summary for business plan in a few simple steps. All design work is completed using easy-to-use templates and prebuilt design components with Venngage's sample executive summary for business plan template. To get started, simply click the "create" button. If you haven't already, you'll be asked to create a free account. Then you'll be in the online editor

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Sample Coffee Shop Business Plan

example executive summary for business plan

Writing a business plan is a crucial step in starting a coffee shop. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring coffee shop business owners, having access to a sample coffee shop business plan can be especially helpful in providing direction and gaining insight into how to draft their own coffee shop business plan.

Download our Ultimate Coffee Shop Business Plan Template

Having a thorough business plan in place is critical for any successful coffee shop venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A coffee shop business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document.

The coffee shop business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your coffee shop as Growthink’s Ultimate Coffee Shop Business Plan Template , but it can help you write a coffee shop business plan of your own.

Example – BeanBrews Corner

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

At BeanBrews Corner, we’re proud to introduce our community-focused coffee shop located in the heart of the city’s bustling downtown area. Our mission is to serve high-quality, artisanal coffee and a selection of gourmet pastries and sandwiches, catering to both the early morning rush and the leisurely afternoon crowd. Our establishment is not just about serving great coffee; it’s a place where patrons can feel at home, whether they’re grabbing a quick takeaway or settling in for a few hours of work or relaxation. With our prime location and commitment to excellence in every cup, BeanBrews Corner aims to become a beloved staple in our local community, offering a warm, welcoming atmosphere that coffee lovers will cherish.

Our journey at BeanBrews Corner has been marked by several key success factors and accomplishments. Our focus on high-quality ingredients, coupled with our staff’s expertise in coffee brewing, has allowed us to offer a distinctive selection of coffee blends and drinks that stand out in the market. Our location has also played a crucial role in our success, providing us with high foot traffic and visibility. To date, we’ve successfully fostered a loyal customer base through our exceptional service and inviting atmosphere. Additionally, our engagement with the local community through events and partnerships has strengthened our brand presence and contributed significantly to our growth.

The coffee shop industry is experiencing a period of robust growth, driven by increasing consumer demand for specialty coffee and a rising culture of coffee appreciation. This industry is characterized by its high competitiveness and the importance of location, product quality, and brand differentiation. There is a significant trend toward sustainability and ethical sourcing of coffee beans, as well as an increasing preference for unique and customizable coffee experiences. Given these trends, BeanBrews Corner is positioned to thrive by focusing on quality, sustainability, and creating a unique customer experience that resonates with the values and preferences of today’s coffee enthusiasts.

Our target customers range from busy professionals seeking a quick coffee fix to students and remote workers looking for a cozy place to spend several hours. We also cater to coffee aficionados who appreciate the art of coffee making and seek unique blends and brewing techniques. Recognizing the diverse needs of our clientele, we’ve designed our product offerings and store layout to create a welcoming environment for everyone. Our approach to customer service is tailored to make every visit memorable, ensuring that BeanBrews Corner becomes a preferred destination for a wide range of coffee lovers in our community.

Java Joe’s: A chain with a wide selection of coffee and quick service. The Grind: Known for its cozy atmosphere and strong community engagement. Café Artisan: Focuses on high-end, specialty coffee offerings.

Our competitive advantages lie in our commitment to quality, our prime location, and our strong community ties. Unlike our competitors, we balance the convenience of quick service with the experience of enjoying artisanal coffee in a welcoming environment, making us a go-to spot for a broad customer base.

Our product line includes a wide variety of artisanal coffees, gourmet pastries, and sandwiches, with a focus on quality and uniqueness. Our pricing strategy is competitive, aimed at offering value for premium products. To promote BeanBrews Corner, we leverage social media, local events, and word-of-mouth, emphasizing our community involvement and unique offerings. We plan to introduce loyalty programs and seasonal promotions to encourage repeat business and attract new customers.

At BeanBrews Corner, our daily operations are centered around ensuring excellence in every aspect of our service. This includes meticulous inventory management, strict quality control, outstanding customer service, maintaining cleanliness and hygiene, efficient order fulfillment, effective financial management, strategic staff management, proactive marketing and promotion efforts, attentive feedback collection, and responsible energy and resource management. Our operational milestones include achieving consistent customer satisfaction, expanding our product offerings, and implementing sustainable practices across all operations.

Our management team at BeanBrews Corner brings together individuals with a passion for coffee and a wealth of experience in the hospitality industry. Led by our founder, a seasoned barista and entrepreneur, our team includes experts in operations, marketing, and customer service. Together, we share a commitment to creating an unrivaled coffee experience for our customers, fostering a positive work environment for our staff, and contributing to our community’s vibrancy. Our collective expertise and dedication are the driving forces behind our success and growth.

Welcome to BeanBrews Corner, a fresh and vibrant coffee shop nestled in the heart of Charlotte, NC. As a local coffee shop, we pride ourselves on filling a much-needed gap in the area—a high-quality, local coffee experience. Our passion for coffee, combined with a commitment to our community, drives us to serve not just a drink, but an experience.

At BeanBrews Corner, our menu boasts a wide range of offerings designed to cater to diverse tastes and preferences. Our coffee beverages stand out for their quality and variety, ensuring every coffee lover finds their perfect cup with us. For those who prefer a different kind of warm comfort, our tea selection offers both classic favorites and unique blends. But we don’t stop at drinks; our pastries and bakery items are the perfect companions to our beverages, made fresh daily. For those looking for something more substantial, we offer a selection of sandwiches and snacks, ideal for a quick lunch or a leisurely afternoon treat. And for those special occasions or simply to indulge, our specialty drinks provide a unique BeanBrews Corner experience.

Our location in Charlotte, NC, is no accident. We chose this vibrant city to be close to our customers, understanding their needs and being part of the community we serve. It’s not just about serving coffee; it’s about creating a space where people can gather, share, and connect.

BeanBrews Corner’s potential for success is rooted deeply in several key factors. Our founder brings invaluable experience, having previously run a successful coffee shop. This experience guides our vision and operations, ensuring we understand the intricacies of creating a beloved coffee destination. Furthermore, our commitment to quality sets us apart; we confidently claim to make better coffee than our competition, supported by our extensive variety of coffee and tea options. This combination of experience, quality, and variety positions us uniquely in the market, ready to become a favorite among the coffee-loving community of Charlotte.

Since our founding on January 6, 2024, we’ve made significant strides as a Limited Liability Company. Our journey began with the essentials: developing a company name that resonates with our vision, designing a logo that reflects our brand, and securing a great location that meets the needs of our customers and our business. These accomplishments are just the beginning of our story—one that we are excited to continue writing with our community in Charlotte.

The Coffee Shop industry in the United States is currently a thriving market, with an estimated size of over $45 billion. This figure reflects the growing popularity of coffee culture and the increasing demand for specialty coffee beverages among consumers. With a steady increase in coffee consumption over the years, the industry is expected to continue its growth trend in the coming years.

One of the key trends in the Coffee Shop industry is the shift towards customization and personalization. Consumers are looking for unique and personalized experiences when it comes to their coffee choices, driving the demand for specialty coffee shops like BeanBrews Corner. With a focus on providing high-quality, customizable coffee options, BeanBrews Corner is well-positioned to capitalize on this trend and attract a loyal customer base in Charlotte, NC.

Furthermore, the increasing preference for convenient, on-the-go coffee options has also been a driving force in the industry. With more consumers opting for quick and efficient coffee solutions, BeanBrews Corner can leverage this trend by offering fast service and grab-and-go options for busy customers. By aligning its offerings with the current market trends, BeanBrews Corner can establish itself as a competitive player in the Coffee Shop industry in Charlotte, NC.

Below is a description of our target customers and their core needs.

Target Customers

BeanBrews Corner will target a diverse range of customers, with local residents forming the core of its clientele. These individuals, seeking convenience along with quality coffee and a comfortable space to relax or work in, will find BeanBrews Corner especially appealing. The shop will tailor its offerings to meet the preferences and needs of this group, ensuring a steady flow of patrons from the surrounding neighborhoods.

Commuters and professionals working in or near Charlotte will also constitute a significant customer segment for BeanBrews Corner. The shop will provide a quick and efficient service for those in need of a morning coffee fix or a casual meeting spot. By offering Wi-Fi and work-friendly spaces, BeanBrews Corner will cater to the demands of this busy demographic, establishing itself as a go-to spot for both convenience and quality.

Moreover, BeanBrews Corner will also attract students and young adults looking for a cozy place to study, socialize, or enjoy artisan coffee. This segment values atmosphere as much as the quality of the coffee, and thus, the shop will create a welcoming and vibrant environment. Special promotions and events aimed at this demographic will further ensure their loyalty and frequent visits.

Customer Needs

BeanBrews Corner provides high-quality coffee that meets the expectations of residents with a discerning taste. Customers can savor an array of expertly crafted beverages, ensuring that their desire for premium coffee is fully satisfied. This commitment to excellence sets the foundation for a loyal customer base that values superior taste and quality.

In addition to serving top-tier coffee, BeanBrews Corner creates a welcoming atmosphere where individuals and groups can gather, work, or relax. The shop offers comfortable seating and complimentary Wi-Fi, catering to the needs of remote workers, students, and casual meet-ups. This environment encourages customers to spend time enjoying their coffee, fostering a sense of community and belonging.

BeanBrews Corner understands the importance of convenience for its customers. The coffee shop provides options for quick service, including online ordering and a mobile app for fast pick-ups. This ensures that even the busiest customers can enjoy their favorite beverages without significant delays, meeting the modern need for efficiency and time management.

BeanBrews Corner’s competitors include the following companies:

Summit Coffee – SouthPark:

Summit Coffee – SouthPark offers a wide variety of coffee blends and specialty drinks, as well as a selection of baked goods and light bites. Their price points cater to the mid-range consumer, providing a balance between affordability and premium quality. The revenue generated by Summit Coffee – SouthPark signifies a strong presence in the Charlotte market, with growth reflecting a loyal customer base and effective marketing strategies.

Summit Coffee – SouthPark operates primarily in the SouthPark area, serving a diverse clientele that includes young professionals, families, and students. Their key strength lies in their commitment to sustainability and community involvement, which resonates well with their customer segment. However, their location, while advantageous for reaching a specific demographic, may limit their geographical reach compared to competitors with multiple outlets.

Mugs Coffee:

Mugs Coffee is known for its cozy atmosphere and a broad selection of coffee and tea options, alongside a variety of sandwiches, pastries, and vegan options. They position themselves at a competitive price point, appealing to budget-conscious consumers without compromising on quality. The revenue of Mugs Coffee suggests a steady flow of regular customers and a positive reception in the local market.

With its location in a bustling neighborhood, Mugs Coffee attracts a mix of students, freelancers, and local residents looking for a comfortable place to work or relax. One of their key strengths is the welcoming environment and free Wi-Fi, making it a popular spot for work and study. A potential weakness for Mugs Coffee is the limited seating capacity, which can deter larger groups or peak-hour customers.

Thousand Hills Coffee:

Thousand Hills Coffee prides itself on its direct trade coffee, offering a premium range of single-origin coffees and artisanal blends. Their price points are on the higher end, targeting coffee connoisseurs and those willing to pay a premium for ethically sourced beans. The revenue trends for Thousand Hills Coffee indicate a niche but growing market share, benefiting from the increasing consumer interest in sustainable and ethical consumption.

Thousand Hills Coffee serves the greater Charlotte area, with a particular focus on the upscale market segment, including professionals and ethically conscious consumers. Their key strength is their commitment to quality and ethical sourcing, which distinguishes them from competitors. However, their premium pricing and niche focus could limit their appeal to a broader audience, potentially impacting their market reach.

Competitive Advantages

At BeanBrews Corner, our commitment to quality sets us apart in the vibrant Charlotte coffee scene. We pride ourselves on making better coffee than our competition, a claim rooted in our meticulous selection of beans and our perfected brewing techniques. Our baristas are artisans, trained in the craft of coffee making, ensuring each cup exceeds our customers’ expectations. This dedication to quality is not just a promise but a reality that can be tasted in every sip. Our customers come back not just for the coffee, but for the assurance of excellence that comes with every visit.

Furthermore, our variety is unmatched. We offer an extensive range of coffee and tea varieties, catering to the diverse preferences of our community. Whether a customer seeks the comfort of a classic espresso or the adventure of trying a new, exotic blend, we have something to satisfy every palate. This extensive selection allows us to provide a unique experience for each customer, making BeanBrews Corner a destination for both coffee aficionados and casual drinkers alike. Our variety extends beyond beverages; our cozy, welcoming space is designed to suit a range of needs, from a quiet spot for studying to a comfortable venue for social gatherings.

In addition to our superior coffee and wide variety, our location offers an added advantage. Situated in a convenient spot in Charlotte, we are easily accessible to both locals and visitors, making us a popular choice for anyone in search of quality coffee in a comfortable setting. This strategic location, combined with our commitment to excellence and variety, positions BeanBrews Corner as a leading coffee shop in the area, inviting more customers to discover the unique experience we offer.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

At BeanBrews Corner, customers can indulge in a variety of meticulously crafted coffee beverages. The coffee menu encompasses everything from the classic espresso to more contemporary concoctions, ensuring there’s something for every coffee enthusiast. With an average price point of $3 for a basic coffee to around $5 for more intricate beverages, patrons can enjoy high-quality coffee without breaking the bank.

Aside from coffee, BeanBrews Corner offers a broad selection of teas to cater to non-coffee drinkers or those simply in the mood for something different. From traditional black and green teas to herbal and fruit-infused blends, the tea selection is designed to satisfy a wide range of palates. Prices for tea beverages are generally in the range of $2 to $4, making it an affordable option for tea lovers.

Complementing the beverage options, BeanBrews Corner also boasts an assortment of pastries and bakery items. Whether customers are in the mood for a sweet treat or a savory snack, the bakery section offers fresh, daily-made options including croissants, muffins, and scones, with prices averaging between $2 and $5. These bakery items are perfect for pairing with a cup of coffee or tea.

For those seeking a more substantial meal, the coffee shop also serves a variety of sandwiches and snacks. From gourmet sandwiches to wraps and salads, there’s something to satisfy any appetite. These menu items are ideal for lunch breaks or a quick, healthy snack, with prices ranging from $5 to $8, offering both value and quality.

Last but not least, BeanBrews Corner prides itself on its specialty drinks menu, which includes a range of unique and seasonal beverages. These specialty drinks are a testament to the creativity and passion of the baristas, showcasing flavors and combinations that can’t be found elsewhere. With an average price of $4 to $6, these specialty drinks offer a unique experience for those looking to try something new and exciting.

In summary, BeanBrews Corner caters to a wide range of tastes and preferences with its extensive menu of coffee and tea beverages, pastries, sandwiches, and specialty drinks. With its focus on quality, affordability, and variety, it’s the perfect spot for anyone looking to enjoy a delicious beverage or snack in a welcoming atmosphere.

Promotions Plan

BeanBrews Corner embraces a comprehensive promotional strategy to attract a vibrant customer base. At the heart of its efforts lies a robust online marketing campaign. The coffee shop leverages social media platforms such as Instagram, Facebook, and Twitter to engage with potential customers. By posting captivating content, including high-quality images of their coffee and pastries, BeanBrews Corner will build a strong online presence. Moreover, the shop will utilize targeted ads to reach coffee enthusiasts within Charlotte, NC, ensuring that their marketing efforts resonate with the local community.

In addition to online marketing, BeanBrews Corner will implement several other promotional tactics. The coffee shop will initiate a loyalty program to encourage repeat business. Customers will accumulate points with every purchase, which they can redeem for discounts or free items. This program not only incentivizes frequent visits but also fosters a sense of belonging among customers.

Furthermore, BeanBrews Corner will harness the power of local partnerships. By collaborating with nearby businesses and community organizations, the shop will gain exposure to a broader audience. These partnerships could include coffee pop-ups at local events or offering exclusive discounts to employees of partner organizations. Such collaborations will bolster BeanBrews Corner’s visibility and reputation within the community.

Email marketing will also play a crucial role in BeanBrews Corner’s promotional efforts. By collecting email addresses both in-store and online, the shop will send out regular newsletters. These newsletters will feature new products, special promotions, and upcoming events, keeping customers informed and engaged.

To cap off its promotional strategy, BeanBrews Corner will host a grand opening event. This event will not only serve as a celebration of the shop’s launch but also as an opportunity to showcase its offerings to the community. Live music, free samples, and special deals will attract a large crowd, generating buzz and excitement around the brand.

In summary, BeanBrews Corner employs a multifaceted promotional strategy encompassing online marketing, loyalty programs, local partnerships, email marketing, and a grand opening event. By executing these tactics, BeanBrews Corner will attract and retain a loyal customer base, establishing itself as a cherished destination for coffee lovers in Charlotte, NC.

Our Operations Plan details:

  • The key day-to-day processes that our business performs to serve our customers
  • The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of BeanBrews Corner, there are several key day-to-day operational processes that we will perform.

  • Inventory Management: We continuously monitor our stock levels to ensure we have all necessary ingredients and supplies, such as coffee beans, milk, and paper cups. This enables us to serve our customers without delay.
  • Quality Control: Daily checks are performed on our coffee machines and grinders to maintain the highest quality of coffee. We also taste our coffee throughout the day to ensure consistency in flavor.
  • Customer Service: Our staff engages with customers in a friendly and helpful manner, taking orders accurately and providing recommendations when asked. We ensure a welcoming atmosphere for all customers.
  • Cleanliness and Hygiene: Regular cleaning schedules are maintained throughout the day to ensure the shop, including the kitchen and seating areas, is clean and hygienic. This also includes sanitizing surfaces and equipment regularly.
  • Order Fulfillment: We efficiently manage the queue and prepare orders promptly while ensuring that every coffee served meets our quality standards. This minimizes wait times and improves customer satisfaction.
  • Financial Management: Daily sales are tracked, and expenses are monitored to manage the shop’s budget effectively. This includes performing cash handling duties and preparing deposits.
  • Staff Management: We schedule staff shifts to ensure adequate coverage during peak hours and manage the workload effectively. Staff training sessions are also conducted regularly to improve service quality.
  • Marketing and Promotion: We engage with our customers on social media platforms to promote our daily specials and upcoming events. This helps in building a community around our brand and attracting new customers.
  • Feedback Collection: We encourage customers to provide feedback on their experience and suggestions for improvement. This information is used to make necessary adjustments to our service and offerings.
  • Energy and Resource Management: We implement measures to reduce energy consumption and waste, such as using energy-efficient appliances and recycling, to ensure our operations are sustainable.

BeanBrews Corner expects to complete the following milestones in the coming months in order to ensure its success:

  • Securing a Prime Location : Identify and secure a lease for a location that is visible, accessible, and situated in a high-traffic area within Charlotte, NC, to ensure a steady flow of potential customers.
  • Obtaining Permits and Licenses : Successfully navigate the local regulatory environment to obtain all necessary permits and licenses required to legally operate a coffee shop in Charlotte, NC. This includes health department permits, business licenses, and any other local requirements.
  • Building Out the Coffee Shop : Complete the interior design, purchase, and installation of all necessary equipment and furniture to create a welcoming and efficient space for customers. This also includes ensuring the space meets all health and safety standards.
  • Hiring and Training Staff : Recruit, hire, and thoroughly train a team of baristas and support staff who are passionate about coffee and customer service. This team will be crucial in creating a positive customer experience and building a loyal customer base.
  • Marketing and Promotional Activities : Implement a strategic marketing plan that includes a grand opening event, social media campaigns, and local community engagement to generate buzz and attract customers to the shop.
  • Launch Our Coffee Shop : Officially open BeanBrews Corner to the public, ensuring that all operational, staffing, and marketing elements are in place for a successful launch.
  • Establishing Supplier Relationships : Secure relationships with high-quality coffee bean suppliers, local bakeries, and other necessary vendors to ensure a consistent and premium product offering.
  • Implementing a Customer Loyalty Program : Develop and launch a loyalty program or system to encourage repeat business and build a dedicated customer base.
  • Monitoring and Adapting Operations : Regularly review operational efficiency, customer feedback, and financial performance to identify areas for improvement and adapt strategies accordingly.
  • Get to $15,000/Month in Revenue : Reach the critical financial milestone of generating $15,000 in monthly revenue, which indicates a growing customer base and operational success. This will involve continuously optimizing the menu, pricing strategies, and marketing efforts to increase sales.

BeanBrews Corner management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Benjamin Taylor, CEO

With an impressive track record in the coffee shop industry, Benjamin Taylor brings a wealth of experience to his role as CEO of BeanBrews Corner. His previous success in running a coffee shop demonstrates his deep understanding of the business, from operations to customer satisfaction. Benjamin’s leadership skills, combined with his passion for coffee and commitment to excellence, make him uniquely qualified to lead BeanBrews Corner towards lasting success. His experience not only in managing day-to-day operations but also in strategic planning and execution, places BeanBrews Corner in capable hands.

To achieve our growth goals, BeanBrews Corner requires a strategic investment in marketing, product development, and further establishment of our community presence. This investment will support our expansion plans, including enhancing our existing location, extending our product range, and implementing innovative marketing strategies to attract a broader customer base. Our financial strategy is designed to ensure sustainable growth while maintaining our commitment to quality and community engagement.

Financial Statements

Balance sheet.

[insert balance sheet]

Income Statement

[insert income statement]

Cash Flow Statement

[insert cash flow statement]

Coffee Shop Business Plan Example PDF

Download our Coffee Shop Business Plan PDF here. This is a free coffee shop business plan example to help you get started on your own coffee shop plan.  

How to Finish Your Coffee Shop Business Plan in 1 Day!

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  26. Sample Coffee Shop Business Plan

    The coffee shop business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your coffee shop as Growthink's Ultimate Coffee Shop Business Plan Template, but it can help you write a coffee shop business plan of your own. Example - BeanBrews Corner Table of ...