Executive Summary
Make a Memorable Impression
Read first, but written last, the executive summary is the most
important part of a marketing plan.
If you have never written an executive summary for your small business,
the task can seem somewhat intimidating. After all, the executive summary is
what introduces your company and must wow readers with the brilliance of
your marketing plan, right? Capturing these ideas would certainly be more
difficult if you were in the early stages of developing your plan, but not
if you have already pulled all of your marketing points and primary
strategies together. That's why the executive summary should be written
last, after all of the other sections of the plan have been completed. By
briefly summarizing the ideas you have already developed, you can easily
present your company and the important points of your marketing plan in a
nutshell.
The purpose of the executive summary is to inform those who lack the time
or interest to read your marketing plan in its entirety. It gives the reader
an overview of what you business is all about, and how you plan to succeed.
The executive summary should include the following:
- Introduction. Briefly introduce your company, the nature of your
business and the product or services you offer. If your business is
existing, include information about where the business is located and
how long you have been operational. Highlight your customers, sales
figures and accomplishments.
- Company objectives. Explain your vision for the company, and the
goals you desire to accomplish. Include specific statistics related to
market analysis to support the objectives and strategies in your
marketing plan. This will not only add relevance to your plan, it can
guide you in making smart decisions for the company in the future.
- Management. Describe the business structure of your organization and
introduce key figures in the management team.
- Supporting materials. Include preliminary budgets and timelines
related to your marketing action plan. Include copies of the resumes of
key members of the management team.
- Conclusion. Conclude the executive summary of your marketing plan
with a brief summary of the main marketing message and why your business
will be successful.
For more information on having MarketBlazer guide your business to
the next level in marketing, call (770) 406-6343 or email us at
info@marketblazer.com.
