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INT 601 Module Ten 1

The executive summary is the most important part of the business plan and quite possibly the most difficult to write. This is particularly true if the entrepreneur is seeking financing for the business. The reason being, financiers, venture capitalists, and even angel funders will use this summary as a determination as to whether they will read the rest of the plan. The executive summary is the entrepreneur’s sales tool. The executive summary must be convincing and written as if business depends on it…because it does! All executive summaries must contain at least the following elements:

• Explain the characteristics, capabilities, and experiences of the entrepreneur and the management team

• Discuss the nature and degree of innovation related to the proposed product or service

• Convey market size and key industry characteristics • Summate expected results in terms of sales and profits

Entrepreneurs must write and rewrite the executive summary many times until convinced that it tells the unique story of the business.