“Do this thoughtfully and deliberately.” 

THE EYE-CATCHING INTRO. The first paragraph of an Executive Summary should be compelling and capture the reader’s attention. Take your best shot. Play your strongest card by stressing that single feature of your business that is its most eye-catching and distinctive characteristic.

BUSINESS DEFINITION. Your second paragraph or section should define your business, leading off with a clear statement of what your product or service is, and for whom it is targeted.

THE INVESTMENT YOU ARE SEEKING. Right up front indicate how much capital you are seeking, and to what use the proceeds will be put to.

MANAGEMENT. Management is the single most important part of an Executive Summary in the eyes of most investors.

BOARD OF DIRECTORS (OR ADVISORS). You are judged substantially by the company you keep! Or attract.

FINANCIAL PERFORMANCE. Too many executive summaries place the historical and projected financial performance at the very end, whereas most investors want to know what the expectations are for the company in terms of how large will the firm become, and how soon will it be profitable.

FINANCIAL MODELING. Today a financial model consisting of a simple income statement is unacceptable. Cash management is essential from the onset and an investor needs to see evidence that the company has built a fully integrated financial model before investing. 

MARKET. By now you should have the reader’s attention, and he/she is steeled to the task of reading the rest of the Executive Summary or requesting a copy of the full business plan.

SALES & CUSTOMERS. If you are currently generating revenue, list your key customers and their purchase history and volume, and the outlook for future orders.

TECHNOLOGY. For companies in which technology is a key component of the story, describe it in your plan and how you plan to remain current or ahead of the rest of the industry. 

CLOSING PARAGRAPH. Why do so many Executive Summaries or business plans fall on a flat note? So often they do because the writer has run out of steam, or simply is not highly skilled at composing narratives. 

The Executive Summary should summarize the essence of the opportunity, and invite action such as a meeting, a conference call, or a request for additional information.