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The Executive Summary section of
your marketing plan allows you to introduce your company and
explain the major points of your plan "in a nutshell." A number
of people lack the time and interest to read your entire marketing
plan; nonetheless, they need to be "on board." The
Executive Summary is for them. You'll need to write it after the
other sections have been written, since it's a summary of their
major points. Some of the key points to cover are listed below:
1. Introduce your company by briefly
describing the nature of your business and the products or services
you offer.
- If your business is already in operation, state
how long you've been in business and how long you've been at
your current location. Describe your business activities including
sales and customers. Highlight your accomplishments and successes.
- If your business is not yet in operation, describe
the experience and training you have that qualifies you to operate
this type of business. Include similar information for business
partners or key managers of the company.
2. State your founding
philosophy–often called a mission statement–and company objectives.
- Mission statements are relatively
abstract, such as "to provide quality day care for children."
- Company objectives are more specific, such as "to
be the child care provider of choice in the Tri-County area and
to increase enrollment by 25 percent in 12 months."
3. Introduce your management team.
(This may be you–wearing many hats!)
- Describe the organizational structure of your
business. Is it a sole proprietorship, partnership or corporation?
- List key management. Include copies of their
resumes in the supporting documents section.
- Disclose management salaries and ownership,
management assistance and training needs, and supporting professionals
(such as a bookkeeper or lawyer).
- List the board of directors.
4. Close the executive summary with
a brief statement of the main marketing objectives and strategies
contained in the plan. |