The Executive Summary
How to Write Your Executive Summary...

The executive summary should be on a single page if possible. The intention behind the executive summary is to give a clear, non technical overview.

Here are the main points it should cover:

  • Your USP (Unique Selling Point)

    If you don't have a USP, try our USP generator tool. A good USP will clearly state your product or service, the target customer, the unique benefits and the result.

    Example USP: Netflare is a web design and marketing company that produces purpose driven websites backed by full marketing support to give small businesses the ability and confidence to take ownership of their marketing strategies to generate clear results.

  • Your Mission Statement

    Your mission statement should be one or two sentences that outlines the primary purpose and objectives of your business. The purpose of your mission statement is to define the key measures used to determine your success.

    Use the following steps to create a mission statement:

    1. Identify the essence of your uniqueness.
    2. Imagine the point at which your business has reached the desired level of success.
    3. Identify the key measures that indicate that success has been achieved.
    4. Combine the first 3 points to define a tangible and measurable goal.

    Example Missions Statement: To become marketing partners with 80% of all our customers by developing trusted relationships and positioning our business to give, serve and share with 100% satisfaction and delivering positive results to 99% of our customers.

  • Your Vision Statement

    Your vision statement also defines your purpose, but includes the ethics and values of your business. The purpose of your vision statement is to define the reasons why your customers should do business with you.

    Use the following steps to create a vision statement:

    1. List the values your business stands by.
    2. Identify the target markets and clients your business wants.
    3. Identify the values that are important to your customers.
    4. Identify the responsibilites your business has towards these customers.
    5. Combine the first four points to define values that your business aspires to and are also attractive to your customers.

    Example Vision Statement: Our vision is that Netflare will be a working example to all businesses by demonstrating successful marketing strategies, both traditional and on-line, and implementing best-practice business development and knowledge management strategies so that this can be duplicated by any business.

  • Initiatives

    Describe how you intend to meet your objectives. Demonstrate how the proposed activities are in alignment with your goals.

  • Conclusions

    List the main conclusions drawn from the whole document. This section should include the important facts and statistics to help the reader understand the reasoning behind the actions.

  • Recommendations

    Use the conclusions to explain why this plan of action was chosen. State any time or financial constraints that exist to add weight to the importance of the strategy.

  • Actions

    Summarise each activity with the anticipated result and time-frame.

  • Financial Return On Investment

    If you have calculated the costs and the anticipated profits, state the estimated returns in terms of months and years.

The main points to include are:
  • Your USP (Unique Selling Point)
  • Your Mission Statement
  • Your Vision Statement
  • Initiatives
  • Conclusions
  • Recommendations
  • Actions
  • Financial Return On Investment

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