executive summary

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Understanding the Executive Summary

By |October 3rd, 2012|

The Executive Summary is the most important section of a business plan, and while presented first, should be written last. It is an “enthusiastic and realistic snapshot” and should be no more than 10%, in page count, of your business plan. Usually a few pages is sufficient. Its purpose is to explain the fundamentals of the business in a way that both informs and stimulates the reader.

Executive Summary: an overview of a plan or proposal written for an executive that does not have the time to read the entire report. The Executive Summary could include:

• A clear explanation of your business

• A quick description of the market need that your business will address

• Qualifying points that showcase how you intend to meet this need

• Identifying the customer and the competition

• Highlights of your management and your marketing plans

• A summarization of your financial projections

• Introduction to any investment opportunities or request for funding

Remember, this must be written so well that the reader will want to read your entire business plan.

For more information about Executive Summaries and Business Planning strategies and examples, visit: www.ionfreshstart.com

Business Plan Outline

By |March 3rd, 2011|

Planning to sell a product? Here is a business plan outline that may help you get started.

A business plan communicates a company’s value proposition to its intended audience, be-it potential business partners, investors, or yourself as a business owner needing a road map and written goals to be obtained. A formal business plan should include the following sections:

Business Plan Outline for Selling a Product

– Cover page with company logo, company name, address, phone number and date
– Confidentiality Statement and in some instances, a personalized cover letter (for partners/investors)

1. Executive Summary, briefly covering topics concerning:
a) What you are producing and what makes your proposal and product unique
b) Why/How your business will be profitable
c) Background Overview, in brief
i) ownership and management
ii) legal structure
iii) current status of business
d) Description of the market opportunity
e) Table with financial projections
f) Overview of financial funding needs (if applicable)
g) Key relationships

2. Mission Statement and Objectives

3. Company Overview (background information, more in depth than 1c.)

4. Location and Facilities

5. Introduction to the Product
a) Detailed description of the product
b) Ways it will serve the market
c) Challenges and obstacles and proposed solution
d) Patent protection options or proprietary plans

6. Green Analysis
a) Efficiencies
b) Certifications
c) Recycling
d) Third party validation

7. The Market
a) General market analysis
i) size of industry
ii) target market
iii) consumer trends
b) Competitor analysis
c) Your product’s competitive advantage
d) The customer

8. Marketing Plan
a) How you will portray your product to your customer
b) Pricing and pricing analysis
c) Sample campaign plans
d) Website, brochures, marketing materials
e) Sales Plan

9. Operations
a) Manufacturing
b) Distribution
c) Vendors and Partners

10. Management and Personnel

11. Legal

12. Continuity Planning

13. Risk Management

14. Financial
a) Financial summary
b) Required start-up funds
c) Salaries and wages
d) Income statement (proforma)
e) Balance sheet (proforma)
f) Cash flow statement
g) Break-even analysis

15. Summary
a) Next steps
b) Contact details

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For complete business plan writing tips, guidelines, integrated financial workshops and more, visit ION FreshStart.