Write an Executive Summary An executive summary previews the main points of an in-depth report; it is written for nontechnical people

who don't have time to read the main report. The executive report contains enough information for a reader to get familiarized with what is discussed in the full report without having to read it. Here is how you write an executive report. Difficulty: Easy

Instructions
Things You'll Need

Word-processing Software Printer Paper Computers Printers Thesaurus Report Covers Dictionaries 1. 1 Plan to create a summary each time you write a business report exceeding four pages. Write the summary after you write the main report, and make sure it is no more than one-tenth the length of the main report.
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2 List the main points the summary will cover in the same order they appear in the main report.

3 Write a simple declarative sentence for each of the main points.

4 Add supporting or explanatory sentences as needed, avoiding unnecessary technical material and jargon.

Read the summary slowly and critically, making sure it conveys your purpose, message and key recommendations. You want readers to be able to skim the summary without missing the point of the main report.
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6 Check for errors of style, spelling, grammar and punctuation. Ask a fellow writer to proofread and edit the document.

7 Ask a nontechnical person -- for example, your parents or your spouse -to read the document. If it confuses or bores them, the summary probably will have the same effect on other nontechnical readers.

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Tips & Warnings

Keep your main points in mind as you write the summary. You do not need to include every point in the summary, but ensure that the major ideas are covered succinctly.

Read more: How to Write an Executive Summary | eHow.com http://www.ehow.com/how_16566_write-executive-summary.html#ixzz1NsLnqhlA

Write a marketing plan Marketing plan summary and introduction

Your marketing plan should start with an executive summary, which gives a quick overview of the main points of the plan. However, although the executive summary appears at the beginning of the plan, you should write it last. Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.

Business strategy
It's a good idea to introduce the main body of the plan with a reminder of your overall business strategy, including:

what your business is about (your business mission) your key business objectives your broad strategy for achieving those objectives

This helps to ensure that your marketing plan, your marketing strategy and your overall business strategy all work together. For example, suppose your business strategy is based on providing premium quality products and service. Your marketing strategy and plan will need to take this into account, targeting customers who appreciate quality, promoting your product in ways that help build the right image and so on.

Executive Summary Example Make Writing Your Executive Summary Easier with This Executive Summary Example

By Susan Ward , About.com Guide Its always easier to write something if you can read an example first, so heres an executive summary example that you can use as a model for your own business plans executive summary. Please note that Pet Grandma is a fictional business invented for this executive summary sample. For instructions and tips on how to write an executive summary for your own business plan, see Writing the Executive Summary of the Business Plan, part of my Writing a Business Plan series. Pet Grandma Executive Summary Example Pet Grandma offers on-site pet sitting services for dogs and cats, providing the personal loving pet care that the owners themselves would provide if they were there. Our clients are dog and cat owners who choose to leave their pets at home when they travel or who want their pets to have company when their owners are at work. Pet Grandma offers a variety of pet care services from day visits through 24 hour care over a period of weeks all in the pets home environment. Across Canada the pet care business has seen an explosion of growth over the last three years. West Vancouver is an affluent area with a high pet density. Our market research has shown that 9 out of 10 pet owners polled in West Vancouver would prefer to have their pets cared for in their own homes when they travel rather than be kenneled and 6 out of 10 would consider having a pet sitter provide company for their dog when they were at work. While there are currently eight businesses offering pet sitting in West Vancouver, only three of these offer on-site pet care and none offers pet visit services for working pet owners. Pet Grandmas marketing strategy is to emphasize the quality of pet care we provide (a Grandma for your pet!) and the availability of our services. Dog owners who work, for instance, will come home to find happy, friendly companions who have already been exercised and walked rather than demanding whiny animals. All pet services will be provided by staff trained in animal care. On start up we will have six trained staff to provide pet services and expect to hire four more this year once financing is secured. To begin with, co-owner Pat Simpson will be scheduling appointments and coordinating services, but we plan to hire a full-time receptionist this year as well.

The management of Pet Grandma consists of co-owners Pat Simpson and Terry Estelle. Pat has extensive experience in animal care while Terry has worked in sales and marketing for 15 years. Both partners will be taking hands-on management roles in the company. In addition, we have assembled a board of advisors to provide management expertise. The advisors are: Juliette LeCroix, partner at LeCroix Accounting, Carey Boniface, veterinarian and partner at Little Tree Animal Care Clinic, John Toms, president of Toms Communications Ltd. Based on the size of our market and our defined market area, our sales projections for the first year are $340,000. The salary for each of the co-owners will be $40,000. We are seeking an operating line of $150,000 to finance our first year growth. Together, the co-owners have invested $62,000 to meet working capital requirements. Already we have service commitments from over 40 clients and plan to aggressively build our client base through newspaper, local television and direct mail advertising. The loving on-site professional care that Pet Grandma will provide is sure to appeal to cat and dog owners throughout the West Vancouver area.

I'm the type of person who has to actually see something before I do it. If I can't see it in my head, it takes me forever to do it. I guess you can say that I'm a very visual person. Business plans are no different. If you would have asked me what a business plan or executive summary was when I was just coming out of university, I would have told you something right out of a text book. Today, I know better. After years of looking at business plans (And doing them), this is something you just can't learn from a text book. Experience is the key here and what I will outline to you, is a sample executive summary so you can understand what is required. However, you will have to use your experience and judgement. I've decided to use a fictional company called Terra Engineering for my business planning examples. This following executive summary example will show you how to structure your executive summary. Terra Engineering is a fictional company who's main product is environmental consulting. Remember that this is only an executive summary example and should be used as a guide. Here's an executive summary example: Terra Engineering

Executive Summary Terra Engineering

Terra Engineering is a new company that will provide high quality technical and environmental engineering services to its clients. Terra Engineering is scheduled to begin operations on July 16, 2004. Terra Engineering will be a partnership, owned and operated by Norm Johnson and Rupert Smith. Terra Engineering will provide a wide array of environmental consulting services to its market which includes: Site Specific Environmental Services; Permitting; Strategic Planning; Project Design and Management; Technical Third Party Services; Environmental Policy Development and Liaison Services. Terra Engineering will target small to medium sized companies and government organizations within the Southern part of Michigan including Detroit and surrounding areas as well as Southern Ontario. Terra Engineering will seek major contracts with medium sized firms. Those contracts will be serviced with the assistance of strategic alliances, both with other

engineering companies such as Randolf and Associates and Barnard and Barry Environmental, as well as other professional groups. The environmental industry in Southern Michigan and Southern Ontario is an evolving sector which is comprised of companies and organizations that provide environmental technologies or goods and services which: Reduce human health risks and ecological damage; Improve eco-efficiencies and cost-effectiveness in processes; and Address environmental issues and problems. In total, the environmental industry is represented by over 9,500 firms which range from one person operations to large multi-national firms. Presently, environmental firms average over 25 employees, with a total of average revenues over $3.9 million. This industry is a large employer of a highly skilled and productive workforce. It is estimated that approximately 221,000 workers are employed within this industry which is 1.6% of total state employment. The environmental market in Michigan and Southern Ontario is valued at an approximate $25.8 billion. Key leading sectors within the environmental industry include environmental consulting/engineering like Terra Engineering; waste management; water supply and purification and waste water treatment. Overall, the environmental industry and Southern Michigan and Southern Ontario is a growing one. Market drivers in the environmental industry include such pressures as: pollution prevention and eco-efficiency; performance in managing complex environmental issues and human health. Today, citizens, governments, businesses, lenders, investors, and organizations are becoming more aware of and placing more pressure on the importance of a healthy environment. As a result, there is a growing demand for environmentally sound processes and solutions to possible present and future problems. The entire market has identified the increasing demand for environmental services since similar driving forces as the mainstream market have taken effect. This is due to a number of key factors such as: Increasing number of business start ups and expansions in all industry sectors including primary industry; Municipalities are more aware and demand tightened environmental safe policies and procedures for the governments, businesses and organizations;

 Major funding programs in Southern Michigan and Southern Ontario require environmental assessments and or third party reviews in order to meet federal/state legal requirements and program criteria before funding is disbursed. The company's knowledge and awareness of the driving forces behind the increasing demand for environmental services like Terra Engineering by it's municipal and community markets will remain invaluable. Presently, the need for environmentally specialized firms and businesses to fulfill this need is apparent and has become increasingly large. Terra Engineering will differentiate its company in the marketplace in 3 specific ways; the owners, Norm Johnson and Rupert Smith have been employed in the environmental industry for over 20 years and have unmatchable skills and knowledge of the industry; centralized location to the company's target market allows for full market reach and serviceability and a vision of growth for the company's market that will enable the application of contemporary tools to determine solutions for the surrounding areas. Terra Engineering's sales strategy is three tiered. First, the company will plan on achieving first year direct sales of $82,000 in the target market. Secondly, the company will plan to achieve a more profitable level of sales equal to or better than $92,250 in years two and $102,500 in year three. Thirdly, the company plans to aggressively promote its services with a higher profit margins to allow for maximized profits. It the first year of operations, Terra Engineering plans on breaking even. In years two and three the company will become more profitable as contracts and clientele increase and as the company learns to become more efficient in operations. The initial start up expense for Terra Engineering include: capital $75,000, marketing $25,000, and business support $5,000. Capital funds will be used to purchase building improvements, specialized field equipment software, and technical field equipment. Marketing funds will be used for trade show booth design, trade show attendance, company apparel and various print materials and advertisements. Business support funds will be utilized to hire an accountant. In order to properly fund the start up of Terra Engineering, the financing package consists of personal equity, federal assistance and traditional borrowing. Mr. Smith and Mr. Johnson will contribute a total of $30,000 or 30% of the project's total capital costs. Federal Environmental will be approached to invest $30,000 or 30% of the project's capital costs. The remaining balance of $15,000 or 20% will be financed by a commercial bank over a four year term. Remember, the executive summary is meant to summarize the most important aspects of your business. Stick to the facts about your business and stay away from fluff!