executive summary sample marketing research

Extract insights from Interviews. At Scale.

Research executive summary: examples and best practices.

Home » Research Executive Summary: Examples and Best Practices

Executive summary tips are crucial for crafting impactful research reports. These concise overviews serve as the gateway to your findings, capturing the essence of your work in a digestible format. Mastering the art of executive summaries can significantly enhance the reach and influence of your research.

In today's fast-paced world, decision-makers often rely on these summaries to quickly grasp key insights. By honing your skills in creating compelling executive summaries, you can effectively communicate complex ideas and ensure your research resonates with its intended audience. This guide will explore best practices and examples to help you elevate your executive summary writing skills.

Importance of a Well-Crafted Executive Summary

A well-crafted executive summary serves as the gateway to your research findings, offering a concise yet comprehensive overview of your work. This crucial component distills complex information into a digestible format, allowing busy decision-makers to grasp key points quickly. An effective summary highlights the most significant aspects of your research, including objectives, methodologies, and critical outcomes.

To create an impactful executive summary, focus on clarity and brevity. Start by clearly stating the purpose of your research and its relevance to the target audience. Then, outline your main findings and their implications, emphasizing how they address the initial research questions. Conclude with actionable recommendations based on your insights, providing a clear path forward for stakeholders. Remember, a well-written executive summary can make the difference between your research being acted upon or overlooked, so invest time in refining this essential element of your report.

Executive Summary Tips: Key Benefits for Stakeholders

Executive summaries serve as powerful tools for stakeholders, offering concise insights into complex research findings. By distilling key information, these summaries enable decision-makers to grasp essential points quickly and efficiently. One primary benefit is time-saving, allowing busy executives to absorb critical data without sifting through lengthy reports.

Moreover, well-crafted executive summaries facilitate better decision-making by highlighting actionable insights. They provide a clear overview of research objectives, methodologies, and outcomes, empowering stakeholders to make informed choices. Additionally, these summaries foster improved communication among team members, ensuring everyone is aligned on crucial findings and recommendations. By presenting a snapshot of the research, executive summaries help stakeholders prioritize resources and focus on areas that require immediate attention, ultimately driving more effective strategic planning and implementation.

Enhancing Decision-Making with Concise Summaries

Crafting an effective executive summary is crucial for decision-makers who need quick access to key information. A well-structured summary distills complex research into actionable insights, saving time and facilitating informed choices. To create impactful summaries, focus on clarity, conciseness, and relevance.

Start by identifying the main objectives and findings of your research. Highlight critical data points and recommendations, ensuring they align with the intended audience's needs. Use clear, jargon-free language to explain complex concepts, and organize information logically. Include visual aids like charts or graphs to enhance understanding. Remember, the goal is to provide a comprehensive overview that enables swift decision-making without overwhelming the reader with unnecessary details.

Crafting an Effective Research Executive Summary

Crafting an effective research executive summary requires a blend of concision and clarity. This crucial document distills complex findings into digestible insights for decision-makers. To create a compelling summary, start by identifying the key objectives and methodologies of your research. Then, highlight the most significant results and their implications for the business or project at hand.

Best practices for executive summaries include using clear, jargon-free language and organizing information in a logical flow. Consider incorporating visual elements like charts or graphs to illustrate key points quickly. Remember to tailor the content to your audience's needs and knowledge level. By following these executive summary tips, you'll ensure your research findings make a lasting impact and drive informed decision-making within your organization.

Research Executive Summary Tips: Essential Elements

Creating an effective executive summary for research reports is crucial for conveying key findings and recommendations succinctly. To craft a compelling summary, focus on distilling the most important information into a concise format. Begin by clearly stating the research objectives and methodology used. Then, highlight the main findings, emphasizing their significance and implications for the client's business.

Include actionable insights and recommendations, ensuring they are specific and aligned with the client's goals. Use visuals sparingly but effectively to illustrate key points or trends. Keep the language clear and jargon-free, making it accessible to all stakeholders. Remember to tailor the content to your audience, addressing their primary concerns and interests. By following these executive summary tips, you'll create a powerful tool that captures the essence of your research and drives decision-making.

Structuring Your Summary for Maximum Impact

Crafting an effective executive summary requires a strategic approach to structure and content. By following a template-style format, you can ensure your summary covers all essential topics while remaining concise and readable. Start by identifying the key themes from your research or interview guide, such as market trends, customer pain points, or product recommendations.

Next, organize these themes into distinct sections within your summary. For each section, provide a brief overview of the main findings, supported by relevant data or quotes. Use bullet points or short paragraphs to enhance readability. Remember to tailor the content to your audience, focusing on the information most relevant to their needs and decision-making processes. By structuring your executive summary in this way, you'll create a powerful tool that quickly conveys the most critical insights from your research.

Common Pitfalls and How to Avoid Them

When crafting an executive summary, it's crucial to avoid common pitfalls that can diminish its effectiveness. One frequent mistake is information overload, where authors include too much detail, obscuring the main points. To prevent this, focus on distilling the most critical information and presenting it concisely.

Another pitfall is failing to tailor the summary to the intended audience. Different stakeholders may require different levels of detail or emphasis on specific aspects. To address this, research your audience beforehand and customize the content accordingly. Additionally, avoid using jargon or technical terms without explanation, as this can alienate readers unfamiliar with industry-specific language. Instead, opt for clear, accessible language that conveys your message effectively. By steering clear of these common mistakes and following best practices, you can create an executive summary that captures attention and delivers key insights efficiently.

Executive Summary Tips: Frequent Mistakes to Watch Out For

When crafting an executive summary, it's crucial to avoid common pitfalls that can undermine its effectiveness. One frequent mistake is information overload, where authors include too much detail, obscuring the main points. Remember, brevity is key – aim to distill complex information into concise, impactful statements.

Another error to watch out for is neglecting to tailor the summary to your audience. Different stakeholders have varying interests and levels of expertise, so customize your content accordingly. Additionally, many summaries fall short by failing to provide clear, actionable recommendations. Your executive summary should not only present findings but also offer strategic insights and next steps. By steering clear of these mistakes, you'll create a more compelling and useful executive summary that resonates with your readers.

Best Practices for Clear and Persuasive Summaries

Creating a clear and persuasive executive summary is crucial for effectively communicating research findings. To craft an impactful summary, start by distilling the main points of your research into concise, easy-to-understand statements. Focus on highlighting key insights, methodologies, and outcomes that are most relevant to your audience.

When writing your executive summary, use straightforward language and avoid jargon. Structure your content logically, presenting information in a flow that guides readers through your research journey. Include visual elements like charts or graphs to illustrate complex data points quickly. Remember to tailor your summary to your specific audience, emphasizing aspects that align with their interests and needs. By following these best practices, you'll create an executive summary that captures attention and conveys your research's value effectively.

Conclusion: Mastering Executive Summary Tips for Research

Mastering executive summary tips is crucial for researchers aiming to convey their findings effectively. As we've explored various strategies and best practices, it's clear that a well-crafted executive summary can significantly impact the reception of your research. By distilling complex information into concise, actionable insights, you empower decision-makers and stakeholders to grasp the essence of your work quickly.

Remember, the key to a compelling executive summary lies in its clarity, brevity, and relevance. Focus on highlighting the most critical aspects of your research, including methodology, key findings, and recommendations. As you refine your skills in creating these summaries, you'll find that they not only enhance the accessibility of your research but also increase its potential for real-world application and impact.

Turn interviews into actionable insights

On this Page

Market Analysis in Executive Summaries: Examples and Tips

You may also like, detailed study about marketing strategy for 2024 market success.

Top 12 Customer Experience Analytics Tools for 2024

Customer experience data analytics to drive success.

Unlock Insights from Interviews 10x faster

• Request demo
• Get started for free

Contact Us (315) 303-2040

• Market Research Company Blog

What is Included in a Market Research Executive Summary?

by Tim Gell

Posted at: 6/29/2020 3:06 PM

No good market research study is complete without a report. Not all reports have to be 100 to 200 page PowerPoint documents. It seems like management is more stretched than ever before when it comes to time, so reading a long report could prove very burdensome. 

This has resulted in the growth of more digestible reports such as executive summaries, toplines, infographics , and bullet point takeaways.

The secret to executive summaries is all in the name. What you are viewing should be concise and effective enough to earn the approval of even the busiest executive. Communicate the highlights and cut the fluff.

In this post, we'll discuss key pieces of an executive summary in a market research report. Although executive summaries are abbreviated, they can still cover quite a bit of content and key takeaways.

Here are 5 items included in a market research executive summary. Click each title to skip to that section.

• Key Statistics
• Significant Cross-Tabulations
• Recommendations
• Next Steps with Research

Still in the early stages? Here is what you can expect in a market research proposal for an upcoming project.

Think back to your kickoff meeting for the market research. Remember those 5 or 6 key objectives and key questions you had? Make sure your executive summary answers those questions for your team. This makes the creation of themes relatively straightforward. 

Circle back to the proposal, kickoff meeting notes, or just simply revisit your objectives throughout the project asked by your team to create these themes.

Each theme can easily be separated into paragraphs or separate pages of a report.

Walking through the main themes is a key step in a market research report readout. Read about this and other essentials in a research debrief here.

2. Key Statistics

Although the narrative used to answer your themes is helpful, your executive summary must also include those key statistics, numbers, and facts. These can be built directly into your narrative or be shown as a separate callout box on the page.

For example, highlighting a key statistic within a report may look something like:

• 2 in 3 respondents are aware of [X Company].
• 68% of customers were highly satisfied with the products provided by [X Company].

You won't find a good executive summary without some reference of key data points.

If the study is qualitative in nature, such as in-depth interviews or focus groups , adding supporting quotes are a great option for breaking up the text in your themes.

These quotes are pulled verbatim from transcripts to back a finding much like a statistic would.

3. Significant Cross-Tabulations

In addition to the general statistics and takeaways, the best market research companies will dig a layer deeper in the data. This includes referencing key takeaways and differences among categories and demographics. 

In the executive summary, you may read or view some breakdowns of differences by:

• Company size

These breakdowns may vary depending on whether it is a B2C or B2B study.

Don’t worry if you don’t see an exact data cut you were looking for. A good market research partner will provide as many additional runs and follow-ups as your business needs.

The information you seek may even be available elsewhere in the report or another deliverable like a banner run .

4. Recommendations

Our market research company often talks about not stopping with the data. The value lies in the next steps taken. The action items. The recommendations. 

Any executive summary should not only summarize the themes, key statistics, and discuss cross-tabs but it should also include recommendations.

These recommendations are the "now what?" They assist organizations with implementations and changes around strategy and marketing .

5. Next Steps with Research

In addition to implications for your business, a market research firm should also offer ideas on future research possibilities. Market research is often most valuable when it builds on or complements other studies you’ve done.

Chances are your business will learn something new from a study that warrants further investigation. Who better to help brainstorm this follow-up research than a trusted market research partner? You can expect to be presented with customized ideas for a variety of methodologies.

There should also be no pressure involved with these research suggestions.

A good market research company will play the role of an advisor here, not a salesperson. The goal of this component in the executive summary is to get your team thinking about where to go from there.

You can expect a wealth of additional information in a full market research report. Here are four types of insights we like to include in our reports.

Contact Drive Research

Drive Research is a national market research company headquartered in Syracuse, NY. Interested in learning more about our market research services or have a question about an upcoming project?

Contact our team through 1 of the 4 ways below.

• Message us on our website
• Email us at  [email protected]
• Call us at  888-725-DATA
• Text us at 315-303-2040

As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology. 

Learn more about Tim, here .

Categories: Market Research Glossary

Need help with your project? Get in touch with Drive Research.

View Our Blog

How To Write A High-Impact Executive Summary

By Derek Jansen | January 2018

In this post, I’ll deconstruct the often-misunderstood executive summary and show you how to develop a high-impact executive summary for your assignment, research report or even your dissertation or thesis.

So, what is an executive summary?

An executive summary (sometimes called an abstract ) is quite simply a summary of summaries. In other words, an executive summary provides a concise summary of each of your assignment or report chapters/sections . More specifically, it should communicate the key points/insights/findings/suggestions from the following chapters:

• Introduction
• Recommendations
• Implementation (if applicable)
• Reflection (if applicable)

I’ll discuss which key points from each section need to be addressed a bit later. On a separate note – if you’re writing an executive summary for a dissertation or thesis, all of the concepts described in this post will still apply to you, however, you’ll include an additional paragraph about your methodology, and you’ll likely spend more word count discussing your analysis findings.

The 4 Important Attributes Of An Exec Summary

Before I discuss what goes into the executive summary, let’s quickly look at 4 attributes that make for a strong executive summary:

#1 – It should be able to stand alone.

The executive summary should be able to stand independently as an informative document . In other words, the reader should be able to grasp your broad argument without having to read the full document. Further reading should be purely for attaining more detail. Simply put, the executive summary should be a “Mini-Me” of the assignment.

This independence means that anything you write in the executive summary will need to be re-stated in the body of your assignment. A common mistake that students make is to introduce key points in the executive summary and then not discuss them again in the document – accordingly, the marker must view the main document as missing these key points. Simply put – make sure you discuss key points in both the executive summary and the main body . It will feel repetitive at times – this is normal.

#2 – It should be written for the intelligent layman.

When crafting your executive summary, its useful to keep the intelligent layman front of mind. What I mean by this is that you should write your summary assuming that your reader (i.e. the marker) will be intelligent but won’t be familiar with your topic and/or industry. This means that you should explain any technical concepts, avoid jargon and explain acronyms before using them.

#3 – It should be concise.

Typically, your executive summary should be a one-pager (one and a half pages at worst). To summarise a 3000 – 5000-word document into one page is no easy task, so you’ll need to:

• Present only the most important information (key insights, recommendations, etc).
• Write concisely – i.e. with brevity and completeness.

To the first point, I’ll explain what the “most important” information is for each chapter shortly. To the second point (writing concisely), there are various ways to do this, including:

• Using simple, straightforward language.
• Using the active voice.
• Removing bloaty adverbs and adjectives.
• Reducing prepositional phrases.
• Avoiding noun strings.

Does this sound like gibberish to you? Don’t worry! The Writing Center at the University of Wisconson-Madison provides a practical guide to writing more concisely, which you can download here.

On a related note, you typically would not include headings, citations or bulleted/numbered lists in your executive summary. These visual components tend to use a lot of space, which comes at a premium, as you know.

#4 – It should be written last.

Given that your executive summary is a summary of summaries, it needs to be written last , only once you’ve identified all your key insights, recommendations and so on. This probably sounds obvious, but many students start writing the summary first (potentially because of its position in the document) and then end up re-writing it multiple times, or they don’t rewrite it and consequently end up with an executive summary which is misaligned with the main document.

Simply put, you should leave this section until everything else is completed. Once your core body content is completed, you should read through the entire document again and create a bullet-point list of all the key points . From this list, you should then craft your executive summary . The approach will also help you identify gaps, contradictions and misalignments in your main document.

So, what goes into an executive summary?

Right, let’s get into the meat of it and consider what exactly should go into your executive summary. As I’ve mentioned, you need to present only the absolutely key point points from each of your chapters, but what does this mean exactly?

Each chapter will typically take the form of 1 paragraph (with no headings) in your executive summary. So, 5 chapters means 5 paragraphs. Naturally, some will be longer than others (let this be informed by the mark allocation), but assuming one page contains 500 words, you’re aiming for roughly 100 words per paragraph (assuming a 5-paragraph structure). See why conciseness is key!

Now, let’s look at what the key points are for each chapter in the case of a typical MBA assignment or report. In the case of a dissertation or thesis, the paragraph structure would still mimic the chapter structure – you’d just have more chapters, and therefore, more paragraphs.

Paragraph 1: Introduction

This paragraph should cover the following points:

• A very brief explanation of the business (what does it do, for whom and where?).
• Clear identification and explanation of the problem or opportunity that will be the focus of the assignment/report.
• A clear statement of the purpose of the assignment (i.e. what research questions will you seek to answer?).
• Brief mention of what data sources were utilised (i.e. secondary research) and any fieldwork undertaken (i.e. primary research ).

In other words, your first paragraph should introduce the business, the problem/opportunity to be addressed, why it’s important, and how you approached your analysis. This paragraph should make it clear to the reader what the assignment is all about at a broad level. Here’s a practical example:

This assignment focuses on ABC Ltd, a XXX business based in XXX, which provides XXX to XXX customers. To date, the firm has relied almost exclusively on XXX marketing channel. Consequently, ABC Ltd has little understanding of consumer segments, wants, and needs. This marketing channel is now under regulatory threat due to XXX.  The core challenge, therefore, is that whilst ABC Ltd seeks to grow its market share, it has little understanding of its market characteristics or competitive set, and its sole marketing channel under regulatory threat. Accordingly, the objective of this assignment is XXX. The assignment draws on survey, interview, and industry data.

Paragraph 2: Analysis and findings

In this paragraph, you should discuss the following:

• What exactly did you analyse? For example, you might have analysed the macro context (i.e. PESTLE analysis), followed by the meso (i.e. competitor or industry analysis) and then the micro (i.e. internal organisational analysis).
• What were your key findings in relation to the purpose of the assignment? For example, you may have identified 4 potential causes of a problem and would then state them.

In other words, your second paragraph should concisely explain what you analysed and what your main findings were . An example of this:

Segmentation analysis, consisting of macro, industry and firm-level analyses, revealed a strong segmentation variable in the form of XXX, with distinct needs in each segment. Macro analysis revealed XXX, while industry and firm-level analyses suggested XXX. Subsequently, three potential target segments were established, namely XXX, XXX and XXX.  These were then evaluated using the Directional Policy Matrix, and the results indicated XXX.

From a presentation perspective, you might structure this section as:

• Analysis 1, findings from analysis 1.
• Analysis 2, findings from analysis 2.
• Analysis 3, findings from analysis 3.

Importantly, you should only discuss the findings that are directly linked to the research questions (i.e. the purpose of the assignment) – don’t digress into interesting but less relevant findings. Given that the analysis chapter typically counts for a large proportion of marks, you could viably write 2-3 paragraphs for this. Be guided by the mark allocation.

Lastly, you should ensure that the findings you present here align well with the recommendations you’ll make in the next paragraph. Think about what your recommendations are, and, if necessary, reverse engineer this paragraph to create a strong link and logical flow from analysis to recommendations.

Paragraph 3: Recommendations

With the key findings from your analysis presented in the preceding paragraph, you should now discuss the following:

• What are your key recommendations?
• How do these solve the problems you found in your analysis?
• Were there any further conclusions?

Simply put, this paragraph (or two) should present the main recommendations and justify their use (i.e. explain how they resolve the key issue). As mentioned before, it’s critically important that your recommendations tightly align with (and resolve) the key issues that you identified in the analysis. An example:

Based on the Directional Policy Matrix analysis, it is recommended that the firm target XXX segment, because of XXX. On this basis, a positioning of XXX is proposed, as this aligns with the segment’s key needs. Furthermore, a provisional high-level marketing mix is proposed. The key aspects of the marketing mix include XXX, XXX and XXX, as these align with the firm’s positioning of XXX. By adopting these recommendations, the key issue of XXX will be resolved.

Also, note that (typically) the tone changes from past to present tense when you get to the recommendations section.

Paragraph 4: Implementation

If your assignment brief requires an implementation/project plan-type section, this paragraph will typically include the following points:

• Time requirements (how long will it take?)
• People requirements (what skills are needed and where do you find them?)
• Money requirements (what budget is required?)
• How will the project or change be managed? (i.e. project management plan)
• What risks exist and how will these be managed?

Depending on what level of detail is required by your assignment brief, you may need to present more, less or other details in this section. As always, be guided by the assignment brief.

A practical example:

A high-level implementation plan is proposed, including a stakeholder analysis, project plan and business case. Resource requirements are presented, detailing XXX, XXX and XXX requirements. A risk analysis is presented, revealing key risks including XXX, XXX and XXX. Risk management solutions are proposed, including XXX and XXX.  

Paragraph 5: Reflection

As with the implementation chapter, the need for a reflection chapter/section will vary between assignments and universities. If your assignment has this requirement, it’s typically good to cover the following points:

• What were your key learnings? What were your ah-ha moments?
• What has changed in the real world as a consequence of these learnings? I.e. how has your actual behaviour and approach to “X” changed, if any?
• What are the benefits and/or disadvantages of this change, if any?

This section is very personal, and so each person’s reflections will be different. Don’t take the above points as gospel.

Time to test it out.

Once you’ve written up your executive summary and feel confident that it’s in good shape, it’s time to test it out on an unsuspecting intelligent layman. This is a critically important step, since you, as the writer, are simply too close to the work to judge whether it all makes sense to a first-time reader. In fact, you are the least suitable person on the planet!

So, find someone who is not familiar with your assignment topic (and ideally, not familiar with your industry), and ask them to have a read through your executive summary. Friends and family will usually tell you its great, regardless of the quality, so you need to test them on their understanding. Do this by asking them to give the details back to you in their own words. Poke and prod – can they tell you what the key issues and recommendations were (in their own words!). You’ll quickly spot the gaps this way, and be able to flesh out any weak areas.

  Wrapping up.

In this post, I’ve discussed how to write the all too often undercooked executive summary. I’ve discussed some important attributes of a strong executive summary, as well as the contents that typically go into it. To recap on the key points:

The key attributes of a high-impact executive summary:

• It should be able to stand alone.
• It should be written for the intelligent layman.
• It should be concise.
• It should be written last.

The key contents of a high-impact executive summary:

Each paragraph should cover a chapter from the document. For example, In the case of a typical assignment, it would be something like:

• Summary of the introduction chapter.
• Summary of the analysis chapter.
• Summary of the recommendations and/or conclusions chapter.
• Depending – summary of the implementation and reflection.

Lastly, don’t forget to test out your executive summary on an unsuspecting layman or two. This is probably the most important step of them all!

If you have any questions or suggestions, we’d love to hear from you. Please get in touch here or leave a comment below.

Thanks so much for your methodical process and explanation of Executive Summary. It is exactly what I was researching for.

Regards Saane

It’s a pleasure!

This was really helpful with how to structure my assignment.

Thank you so much for the step by step process. It’s so helpful for beginners like me.

Great! This post is very informative and gives clear guidance on to write an executive summary. Thanks very much for sharing this information, it’s very helpful.

Thanks for the feedback, Anna. Best of luck with your writing 🙂

Thank you for the great article, really helped explain what was needed.

Great insight and tips . Thanks

Thank you so much for sharing this. It was exactly what I was looking for.

Thank you for your help

Submit a Comment Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• Print Friendly

Daring Leadership Institute: a groundbreaking partnership that amplifies Brené Brown's empirically based, courage-building curriculum with BetterUp’s human transformation platform.

What is Coaching?

Types of Coaching

Discover your perfect match : Take our 5-minute assessment and let us pair you with one of our top Coaches tailored just for you.

Find your coach

We're on a mission to help everyone live with clarity, purpose, and passion.

Join us and create impactful change.

Read the buzz about BetterUp.

Meet the leadership that's passionate about empowering your workforce.

For Business

For Individuals

How to write an executive summary in 10 steps

Whether presenting a business plan, sharing project updates with stakeholders, or submitting a project proposal, an executive summary helps you grab attention and convey key insights.

Think of it as a condensed version of a document, report, or proposal that highlights the most important information clearly and concisely. It's like a "cheat sheet" that gives you a snapshot of the main points without reading the entire thing.

Throughout the article, we'll explore some examples of executive summaries to give you a better understanding of how they can be applied. Plus, we'll provide you with ready-to-use templates and best practices for writing compelling executive summaries.

What is an executive summary?

An executive summary is a concise overview of a longer document or report. It is typically written for busy executives or decision-makers who may not have the time to read the entire document but still need to grasp its key points and recommendations. 

An effective executive summary should capture the essence of the document, highlighting the most important information in a brief and easily understandable way. It should provide a snapshot of the document's purpose, methodology, major findings, and key recommendations. The summary should be written in a way that allows the reader to quickly grasp the main ideas and make informed decisions based on the information presented.

Why do you need to write one?

For a business owner , an executive summary is one of the most important documents you will have. Like a business plan , they help you lay out the potential value of your business and your potential for success. 

Unlike a business proposal, however, an executive summary is designed to be read in a brief amount of time. That makes them ideal for a variety of uses, like project proposals and research summaries. Sending your strategic plan to a prospective investor or stakeholder likely won’t get you far. But a brief report that clearly states your key findings and what’s in it for them might help you — and your proposal — stand out. It isn't all the details. It's what gets you the meeting to share more.

An executive summary is also a business document that can travel without you. It may be presented to other leaders and potential investors. If it’s written well, it will take on a life of its own. You may find that you get support and resources from places you never imagined.

What should be included in an executive summary?

Your executive summary should include brief descriptions of who your product, service, or proposal is for and your competitive advantage. Be sure to introduce your report concisely yet clearly . Note the most important points and its overall purpose––what do you hope to achieve with this report? 

Also, include any necessary background information and statistics about the industry, high-level information about your business model, necessary financial information, or other insights you discuss in the report. Depending on your proposal, you may want to consider summarizing a market analysis of your target market.

Typically, an executive summary follows a structured format, including sections such as:

• Introduction: Provides a brief background and context for the document.
• Objective or purpose: Clearly states the goal of the document and what it aims to achieve.
• Methodology: Briefly describes the approach, data sources, and methods used to conduct the research or analysis.
• Findings: Summarizes the main findings, conclusions, or results derived from the document.
• Recommendations: Outlines the key recommendations or proposed actions based on the findings.
• Conclusion: Provides a concise wrap-up of the main points and emphasizes the significance of the document.

How do you write an executive summary?

When tackling an executive summary, it's all about following a structured approach to ensure you effectively communicate those crucial points, findings, and recommendations. Let’s walk through some steps and best practices to make it a breeze:

Step 1: Get to know the document

Take the time to dive into the full document or report that your executive summary will be based on. Read it thoroughly and identify the main objectives, key findings, conclusions, and recommendations.

Step 2: Know your audience

Think about who you're writing the executive summary for. Consider their knowledge level, interests, and priorities. This helps you tailor the summary to their needs and make it relevant and impactful.

Step 3: Outline the structure

Create an outline for your executive summary with sections like introduction, objective, methodology, findings, recommendations, and conclusion. This way, you'll have a logical flow that's easy to follow.

Step 4: Start strong

Kick off your executive summary with a captivating opening statement. Make it concise, engaging, and impactful to hook the reader and make them want to keep reading.

Step 5: Summarize objectives and methodology

Give a brief overview of the document's objectives and the methodology used to achieve them. This sets the context and helps the reader understand the approach taken.

Step 6: Highlight key findings

Summarize the main findings, conclusions, or results. Focus on the juiciest and most relevant points that support the document's purpose. Keep it clear and concise to get the message across effectively.

Step 7: Present key recommendations

Outline the important recommendations or proposed actions based on the findings. Clearly state what needs to be done, why it matters, and how it aligns with the document's objectives. Make those recommendations actionable and realistic.

Step 8: Keep it snappy

Remember, an executive summary should be short and sweet. Skip unnecessary details, jargon, or technical language . Use straightforward language that hits the mark.

Step 9: Review and polish

Once you've written the executive summary, give it a careful review for clarity, coherence, and accuracy. Make sure it captures the essence of the full document and represents its content faithfully. Take the extra step to edit out any fluff or repetition.

Step 10: Dress to impress

Consider formatting and presentation. Use headings, bullet points, and formatting styles to make it visually appealing and easy to skim. If it makes sense, include some graphs, charts, or visuals to highlight key points.

Tips for writing an effective executive summary

• Adapt your language and tone to suit your audience.
• Keep things concise and crystal clear—say no to jargon.
• Focus on the most important info that packs a punch.
• Give enough context without overwhelming your reader.
• Use strong and persuasive language to make your recommendations shine.
• Make sure your executive summary makes sense even if the full document isn't read.
• Proofread like a pro to catch any pesky grammar, spelling, or punctuation errors.

Executive summary template for business plans

Here's a general template for creating an executive summary specifically for business plans:

[Your Company Name]

[Business Plan Title]

Business overview

Provide a brief introduction to your company, including its name, location, industry, and mission statement . Describe your unique value proposition and what sets your business apart from competitors.

Market analysis

Summarize the key findings of your market research. Provide an overview of the target market, its size, growth potential, and relevant trends. Highlight your understanding of customer needs, preferences, and behaviors.

Product or service offering

Outline your core products or services, including their key features and benefits. Emphasize how your offerings address customer pain points and provide value. Highlight any unique selling points or competitive advantages.

Business model

Explain your business model and revenue generation strategy. Describe how you will generate revenue, the pricing structure, and any distribution channels or partnerships that contribute to your business's success.

Marketing and sales strategy

Summarize your marketing and sales approach. Highlight the key tactics and channels you will use to reach and attract customers. Discuss your promotional strategies, pricing strategies, and customer acquisition plans.

Management team

Introduce the key members of your management team and their relevant experience. Highlight their expertise and how it positions the team to execute the business plan successfully. Include any notable advisors or board members.

Financial projections

Summarize your financial projections, including revenue forecasts, expected expenses, and projected profitability. Highlight any key financial metrics or milestones. Briefly mention your funding needs, if applicable.

Funding requirements

If seeking funding, outline your funding requirements, including the amount needed, its purpose, and the potential sources of funding you are considering. Summarize the expected return on investment for potential investors.

Reiterate the vision and potential of your business. Summarize the key points of your business plan, emphasizing its viability, market potential, and the expertise of your team. Convey confidence in the success of your venture.

Note: Keep the executive summary concise and focused, typically within one to two pages. Use clear and compelling language, emphasizing the unique aspects of your business. Tailor the template to suit your specific business plan, adjusting sections and details accordingly.

Remember, the executive summary serves as an introduction to your business plan and should pique the reader's interest, conveying the value and potential of your business in a concise and persuasive manner.

Executive summary examples

Every executive summary will be unique to the organization's goals, vision, and brand identity. We put together two general examples of executive summaries to spark your creativity and offer some inspiration. 

These are not intended to be used as-is but more to offer ideas for how you may want to put your own executive summary together. Be sure to personalize your own summary with specific statistics and relevant data points to make the most impact.

Example 1: executive summary for a communications business plan

Introduction:

We're thrilled to present our innovative [insert product] that aims to revolutionize the way people connect and engage. Our vision is to empower individuals and businesses with seamless communication solutions that break barriers and foster meaningful connections.

Market opportunity:

The communications industry is evolving rapidly, and we've identified a significant opportunity in the market. With the proliferation of remote work, the need for reliable and efficient communication tools has skyrocketed. Our extensive market research indicates a demand for solutions that prioritize user experience, security, and flexibility.

Product offering:

At [Company Name], we've developed a suite of cutting-edge communication tools designed to meet the diverse needs of our customers. Our flagship product is a unified communication platform that integrates voice, video, messaging, and collaboration features into a seamless user experience. We also offer customizable solutions for businesses of all sizes, catering to their unique communication requirements.

Unique value proposition:

What sets us apart from the competition? Our user-centric approach and commitment to innovation. We prioritize user experience by creating intuitive interfaces and seamless interactions. Our solutions are scalable, adaptable, and designed to keep up with evolving technological trends. By combining ease of use with advanced features, we deliver unparalleled value to our customers.

Target market:

Our primary focus is on small and medium-sized businesses (SMBs) that require efficient and cost-effective communication tools. We also cater to individuals, remote teams, and larger enterprises seeking reliable and secure communication solutions. Our target market encompasses industries such as technology, finance, healthcare, and professional services.

Business model:

To generate revenue, we employ a subscription-based business model. Customers can choose from different plans tailored to their specific needs, paying a monthly or annual fee. We also offer additional services such as customization, integration, and customer support, creating additional revenue streams and fostering long-term customer relationships.

Marketing and sales strategy:

Our marketing strategy centers around building brand awareness through targeted digital campaigns, content marketing, and strategic partnerships. We'll leverage social media, industry influencers, and online communities to reach our target audience. Additionally, our sales team will engage in proactive outreach, nurturing leads and providing personalized consultations to convert prospects into loyal customers.

Team and expertise:

Our team is composed of experienced professionals with a deep understanding of the communications industry. Led by our visionary founder and supported by a skilled and diverse team, we have the expertise to drive innovation, develop robust products, and deliver exceptional customer service. We're passionate about our mission and dedicated to making a lasting impact in the market.

Financial projections:

Based on extensive market research and financial analysis, we anticipate strong growth and profitability. Our financial projections indicate steady revenue streams, with increasing customer adoption and market share. We're committed to managing costs effectively, optimizing our resources, and continuously reinvesting in research and development.

Funding requirements:

To fuel our ambitious growth plans and accelerate product development, we're seeking [funding amount] in funding. These funds will be allocated towards expanding our team, scaling our infrastructure, marketing efforts, and ongoing product innovation. We believe this investment will position us for success and solidify our market presence.

Conclusion:

In summary, [Company Name] is poised to disrupt the communications industry with our innovative solutions and customer-centric approach. We're ready to make a positive impact by empowering individuals and businesses to communicate effectively and effortlessly. Join us on this exciting journey as we redefine the future of communication. Together, we'll shape a connected world like never before.

Example 2: executive summary for a project proposal

[Project Name]

[Project Proposal Date]

Hello! We're thrilled to present our project proposal for [Project Name]. This executive summary will provide you with a high-level overview of the project, its objectives, and the value it brings.

Project overview:

Our project aims to [describe the project's purpose and scope]. It's a response to [identify the problem or opportunity] and has the potential to bring significant benefits to [stakeholders or target audience]. Through meticulous planning and execution, we're confident in our ability to achieve the desired outcomes.

Objectives:

The primary goal of our project is to [state the overarching objective]. In addition, we have specific objectives such as [list specific objectives]. By accomplishing these goals, we'll create a positive impact and drive meaningful change.

Our proposed approach for this project is based on a thorough analysis of the situation and best practices. We'll adopt a structured methodology that includes [describe the key project phases or activities]. This approach ensures efficient utilization of resources and maximizes project outcomes.

The benefits of this project are truly exciting. Through its implementation, we anticipate [describe the anticipated benefits or outcomes]. These benefits include [list specific benefits], which will have a lasting and positive effect on [stakeholders or target audience].

Implementation timeline:

We've devised a comprehensive timeline to guide the project from initiation to completion. The project is divided into distinct phases, with well-defined milestones and deliverables. Our timeline ensures that tasks are executed in a timely manner, allowing us to stay on track and deliver results.

Resource requirements:

To successfully execute this project, we've identified the key resources needed. This includes [list the resources required, such as human resources, technology, equipment, and funding]. We're confident in our ability to secure the necessary resources and allocate them effectively to ensure project success.

A project of this nature requires a well-planned budget. Based on our analysis, we've estimated the required funding to be [state the budget amount]. This budget encompasses all project-related costs and aligns with the anticipated benefits and outcomes.

Our project proposal is an exciting opportunity to address [the problem or opportunity] and create tangible value for [stakeholders or target audience]. With a clear vision, defined objectives, and a robust implementation plan, we're ready to embark on this journey. Join us as we bring this project to life and make a lasting impact. 

Is an executive summary the same as a project plan?

While both are important components of project management and documentation , they serve different purposes and contain distinct information.

An executive summary, as discussed earlier, is a concise overview of a longer document or report. It provides a snapshot of the key points, findings, and recommendations. It focuses on high-level information and aims to provide an overview of the document's purpose, methodology, findings, and recommendations.

On the other hand, a project plan is a detailed document that outlines the specific activities, tasks, timelines, resources, and milestones associated with a project. It serves as a roadmap for project execution, providing a comprehensive understanding of how the project will be carried out.

A project plan typically includes objectives, scope, deliverables, schedule, budget, resource allocation, risk management, and communication strategies. It is intended for project team members, stakeholders, and those directly involved in the execution.

In summary, an executive summary offers a condensed overview of a document's key points, while a project plan provides a comprehensive and detailed roadmap for executing a project.

Executive summaries vs. abstracts

An executive summary is not the same as an abstract. Executive summaries focus on the main points of a proposal. They highlight when and why a reader should invest in the company or project.

An abstract, on the other hand, concentrates on what the business does and its marketing plan. It typically doesn’t include detailed information about finances.

While it is usually compelling, it’s less of an elevator pitch and more of a summary. The goal of an abstract is to inform, not to persuade. On the other hand, the goal of an executive summary is to give readers who are pressed for time just enough information that they’ll want to look further into your proposition.

When do you use an executive summary?

An executive summary is used in various situations where there is a need to present a condensed overview of a longer document or report. Here are some common instances when an executive summary is used:

• Business proposals: When submitting a business proposal to potential investors, partners, or stakeholders, an executive summary is often included. It provides a concise overview of the proposal, highlighting the key aspects such as the business idea, market analysis, competitive advantage, financial projections, and recommended actions.
• Reports and research studies: Lengthy reports or research studies often include an executive summary at the beginning. This allows decision-makers, executives, or other stakeholders to quickly understand the purpose, methodology, findings, and recommendations of the report without going through the entire document.
• Project updates: During the course of a project, project managers may prepare executive summaries to provide updates to stakeholders or higher-level management. These summaries give a brief overview of the project's progress, achievements, challenges, and upcoming milestones.
• Strategic plans: When developing strategic plans for an organization, an executive summary is often included to provide an overview of the plan's goals, objectives, strategies, and key initiatives. It allows executives and stakeholders to grasp the essence of the strategic plan and its implications without reading the entire document.
• Funding requests: When seeking funding for a project or venture, an executive summary is commonly used as part of the funding proposal. It provides a succinct summary of the project, highlighting its significance, potential impact, financial requirements, and expected outcomes.

In general, an executive summary is used whenever there is a need to communicate the main points, findings, and recommendations of a document concisely and efficiently to individuals who may not have the time or inclination to read the entire content. It serves as a valuable tool for understanding and facilitates quick decision-making.

5 ways project managers can use executive summaries

Project managers can use executive summaries in various ways to effectively communicate project updates, status reports, or proposals to stakeholders and higher-level management. Here are some ways project managers can use executive summaries:

• Project status updates: Project managers can provide regular executive summaries to stakeholders and management to communicate the current status of the project. The summary should include key achievements, milestones reached, challenges encountered, and any adjustments to the project plan. It allows stakeholders to quickly grasp the project's progress and make informed decisions or provide guidance as needed.
• Project proposals: When pitching a project idea or seeking approval for a new project, project managers can prepare an executive summary to present the essential aspects of the project. The summary should outline the project's objectives, scope, anticipated benefits, resource requirements, estimated timeline, and potential risks. It helps decision-makers understand the project's value and make an informed choice about its initiation.
• Project closure reports: At the end of a project, project managers can prepare an executive summary as part of the project closure report. The summary should highlight the project's overall success, key deliverables achieved, lessons learned, and recommendations for future projects. It provides a concise overview of the project's outcomes and acts as a valuable reference for future initiatives.
• Steering committee meetings: When project managers present updates or seek guidance from a steering committee or governance board, an executive summary can be an effective tool. The summary should cover the important aspects of the project, such as progress, issues, risks, and upcoming milestones. It ensures that decision-makers are well-informed about the project's status and can provide relevant guidance or support.
• Change requests: When submitting a change request for a project, project managers can include an executive summary to summarize the proposed change, its impact on the project, potential risks, and benefits. It helps stakeholders and decision-makers quickly assess the change request and make informed decisions about its implementation.

Using executive summaries, project managers can efficiently communicate project-related information to stakeholders, executives, and decision-makers. The summaries provide a concise overview of the project's status, proposals, or closure reports, allowing stakeholders to quickly understand the key points and take appropriate action.

When should you not use an executive summary?

While executive summaries are widely used in many situations, there are some cases where they may not be necessary or suitable. Here are a few scenarios where an executive summary may not be appropriate, along with alternative approaches:

• Highly technical documents: If the document contains highly technical or specialized information that requires a detailed understanding, an executive summary alone may not be sufficient. In such cases, it is better to provide the complete document and supplement it with explanatory materials, presentations , or meetings where experts can explain and discuss the technical details.
• Personal or creative writing: Executive summaries are typically used for informational or analytical documents. If the content is more personal in nature, such as a memoir, novel, or creative piece, an executive summary may not be relevant. Instead, focus on providing an engaging introduction or book blurb that entices readers and conveys the essence of the work.
• Short documents: If the document itself is already concise and can be easily read in its entirety, an executive summary may be redundant. In these cases, it is more effective to present the complete document without an additional summary.
• Interactive presentations: In situations where you can present information interactively, such as in meetings, workshops, or conferences, it may be more effective to engage the audience directly rather than relying solely on an executive summary. Use visual aids, demonstrations, discussions, and Q&A sessions to convey the necessary information and capture the audience's attention.

Final thoughts on writing a compelling executive summary

An executive summary isn’t the kitchen sink — it’s the bells and whistles. Geared toward busy decision-makers, these one-pagers communicate your case for action and proposed solutions. When it’s written well, your audience will walk away with an understanding of what needs to be done, why it needs to happen, and why they should help it move forward. 

But writing it well doesn’t just mean spell-checking. It means tailoring your communication to an influential, yet busy and distracted audience. To be effective, you’ll need to write your proposal with empathy and an understanding of what matters to them .

Understand Yourself Better:

Big 5 Personality Test

Allaya Cooks-Campbell

With over 15 years of content experience, Allaya Cooks Campbell has written for outlets such as ScaryMommy, HRzone, and HuffPost. She holds a B.A. in Psychology and is a certified yoga instructor as well as a certified Integrative Wellness & Life Coach. Allaya is passionate about whole-person wellness, yoga, and mental health.

Tips for how to write a LinkedIn summary and examples

How to write a resume summary that works + examples, executive development is personalized to leaders everywhere, 12 resume career objective examples and tips for writing one, executive presence: what is it, why you need it and how to get it, how to write a professional development plan for career success, what is a career statement, and should you write one, 10 personal brand statements to put all eyes on you, how executive functioning governs daily life activities, how to create a scope of work in 8 steps, 3 problem statement examples and steps to write your own, what’s a project scope, and how do you write one, how the minto pyramid principle can enhance your communication skills, how to make decisions like a multi-billion dollar corporation, cv versus resume demystify the differences once and for all, how to write a memo: 8 steps with examples, stay connected with betterup, get our newsletter, event invites, plus product insights and research..

3100 E 5th Street, Suite 350 Austin, TX 78702

• Platform overview
• Integrations
• Powered by AI
• BetterUp Lead™
• BetterUp Manage™
• BetterUp Care®
• Sales Performance
• Diversity & Inclusion
• Case studies
• ROI of BetterUp
• What is coaching?
• About Coaching
• Find your Coach
• Career Coaching
• Communication Coaching
• Personal Coaching
• News and Press
• Leadership Team
• Become a BetterUp Coach
• BetterUp Briefing
• Center for Purpose & Performance
• Leadership Training
• Business Coaching
• Contact Support
• Contact Sales
• Privacy Policy
• Acceptable Use Policy
• Trust & Security
• Cookie Preferences

Executive Summary: Research Guidelines for A+ Papers

• Icon Calendar 30 July 2024
• Icon Page 5955 words
• Icon Clock 27 min read

When people work on organizing their research papers, they need effective guidelines on how to write an executive summary. This article provides insights students should grasp to create high-standard texts, including defining what is an executive summary, its meaning, and its basic format and structure. About its structure and format, a particular guideline teaches students all the sections of an executive summary, such as introduction, purpose statement, methods, findings, recommendations, limitations, implementation, and conclusion elements, corresponding contents of each part, and how to write each element. Other insights include 20 tips for producing a high-standard executive summary, including 10 dos and 10 don’ts, what to include, and 10 common mistakes. Lastly, the article gives a sample outline template for writing a good executive summary and a practical example of this section of a research paper.

General Aspects

A habit of reading different types of papers is helpful to a student’s mental preparation for course assessments but, more importantly, to their intellectual development. Reading various types of essays, reports, and research papers also induces mental faculties of intellect, reason, imagination, and intuition, which are essential for academic discourse. Indeed, one can tell a writer who reads habitually by how they construct and defend arguments and ideas in their works. Basically, this guideline for writing an effective executive summary includes essential insights into what students should and should not do when writing this element. In principle, the three main elements of an executive summary are an introduction, key findings, and recommendations. A provided article also defines what is an executive summary and its meaning, outlines its format and distinctive features, shows how to write each part of this section of a research paper, explains concepts, and gives helpful tips for producing a high-standard document. In turn, this guideline gives a sample outline template of a project paper and an example of an executive summary, as well as what people can include and what they should avoid when organizing such an element.

What Is an Executive Summary and Its Purpose

According to its definition, an executive summary is a brief text that accounts for main points of a longer document, mainly a market study report, project plan, and business proposal. In this respect, such a text serves the same purpose as an abstract, the only difference being that it is not used in research papers (Thomas, 2022). Ideally, an abstract is a short and descriptive section of essential details of a research paper, such as background, methodology, results, and conclusion. In contrast, an executive summary means writing a comprehensive overview of a report, research proposal, or project that explains its main points, including recommendations (Rehart, 2021). As such, the main purpose of writing an executive summary is to highlight key points, findings, and recommendations without requiring a reader to read a full report. Practically, an abstract is between 0.5-1 page, while an executive summary is about 5-10% of a document’s total word count. Since the primary purpose of an executive summary is to summarize an entire paper and its research comprehensively, this part precedes an introduction section of a report, proposal, or business plan (Rehart, 2021). In terms of pages and words, the length of an executive summary depends on academic levels and document complexities, while general writing guidelines are:

High School

• Length: 0.5-1 page
• Word Count: 125-250 words
• Length: 1-2 pages
• Word Count: 250-500 words

University (Undergraduate)

• Length: 1-3 pages
• Word Count: 250-750 words

Master’s

• Length: 2-4 pages
• Word Count: 500-1,000 words
• Length: 3-6 pages
• Word Count: 750-1,500 words

Note: Some sections of an executive summary can be added, deleted, or combined with each other, and it depends on an entire paper’s length and its scope of research. Basically, the five main parts of an executive summary are an introduction, problem or purpose, methodology, key findings, and recommendations (Thomas, 2022). Moreover, an executive summary typically appears at the beginning of most documents, before an introduction section and after a title page. In turn, an executive summary is usually one to two pages long, or about 10% of a total length of a main document. Finally, to start an executive summary, people begin with a concise statement that introduces a main paper’s purpose and research scope of a document.

Distinctive Features

An executive summary is identifiable by specific features that distinguish it from other texts, including essays and research papers. For example, to write an executive summary, people clearly and concisely present a main purpose for research, key findings, conclusions, and recommendations of a document, ensuring this part captures a paper’s essence and an actual importance of a full report (Giampalmi, 2023). Essentially, all scholarly documents require the same level of mental preparation by writers to produce high-quality work. However, students must understand that some papers are demanding because of their contents, which underscore a basic essay outline. The main contents that earmark distinctive features of an executive summary are an introduction, a purpose statement, methods, findings, recommendations, limitations, an implementation plan, and a conclusion.

Use exceptional writing services that guarantee original and well-researched papers.

1️⃣ Introduction

An introduction of an executive summary highlights a document’s topic, which emphasizes the type of paper it is, such as a business proposal, project report, or market research report. In principle, an executive summary must be short and precise because a central focus is a chosen topic, and one should use a bridge sentence or short paragraph for an introduction (Falkenberg et al., 2024). In turn, some examples of sentence starters for beginning an executive summary are:

• This executive summary includes critical findings and strategic recommendations derived from a comprehensive analysis of [topic/issue].
• A primary objective of this report is to present main results and implications of extensive research on [topic/issue].
• This document synthesizes essential insights and proposed actions based on a presented investigation of [topic/issue].
• This proposal covers significant outcomes and strategic recommendations for an in-depth study of [topic/issue].
• A particular purpose of this study is to examine key conclusions and actionable insights from an entire evaluation of [topic/issue].
• This plan provides a concise overview of major findings and strategic advice resulting from a particular analysis of [topic/issue].
• A current business report outlines primary discoveries and strategic proposals from a rigorous examination of [topic/issue].
• This project paper aims to present pivotal results and recommendations identified through comprehensive research on [topic/issue].
• This business proposal offers a valid presentation of critical points and strategic implications derived from a particular study on [topic/issue].
• This executive summary for a research paper highlights core findings and proposed strategies based on a detailed literature review of [topic/issue].

2️⃣ Purpose Statement

A purpose statement of an executive summary communicates a document’s primary objective. In this respect, such an element provides a brief background of an assigned topic to enhance a reader’s understanding of an actual essence of an entire document (Rehart, 2021). In turn, a particular language in this part reflects an expected end, while common terms include ‘aim,’ ‘goal,’ ‘purpose,’ or ‘objective.’

3️⃣ Methods

In an executive summary, methods outline a scholar’s approach to achieving a primary objective, such as examining official data, conducting a field study, reviewing existing literature, or interviewing stakeholders. Basically, people need to understand that this component differs from methodology and literature review sections of research papers (Younas & Ali, 2021). In other words, this element does not detail the methods one has used to complete an entire work. On the other hand, authors need to outline particular strategies that help writers to better understand critical issues, such as challenges to a sector, stakeholder sentiments, industry insights, or potential barriers.

4️⃣ Findings

Findings in an executive summary are study outcomes of discussed methods. For example, it is what a scholar has discovered about a specific issue, such as an industry, stakeholders, or a project (Rehart, 2021). This component is crucial to readers because it offers a sneak peek into study outcomes that underscore a primary purpose of an entire document: project report, market research report, or business proposal.

5️⃣ Recommendations

Recommendations in an executive summary underscore a writer’s perspective regarding different issues that a research paper addresses as a challenge or problem. For example, if a given paper is a report about healthcare status, potential challenges or problems it identifies may be nursing shortages or medical errors (Thomas, 2022). In turn, provided recommendations should highlight what stakeholders, like the government and health institutions, must do to overcome these challenges or problems. Finally, such recommendations address what must be done to rectify a situation or make it possible to achieve specific outcomes.

6️⃣ Limitations

Like a research paper, an executive summary must point out some limitations that a document’s author encountered in reporting about a project or business plan. For example, these limitations may include a lack of goodwill among stakeholders, sufficient time to investigate a matter, or resources to execute a particular task (Thomas, 2022). This information is essential to a target audience because it indicates some dynamics influencing a primary objective.

7️⃣ Implementation Plan

An implementation plan is a component in an executive summary that provides a framework for adopting and implementing the recommendations. Typically, this information includes claims and activities, people responsible, a specific timeframe, and budget allocation (Rehart, 2021). Sometimes, an evaluation plan is also part of an implementation section.

8️⃣ Conclusion

A conclusion part of an executive summary is a call to action about a project paper, market research report, or business proposal. Unlike conclusions in other academic papers and essays that summarize paper’s main points, a conclusion part of an executive summary gives a direction about a whole document (Morris et al., 2024). Essentially, writers use this component to call to action an intended audience to adopt offered recommendations or compel stakeholders to adopt a particular perspective. In turn, this part also persuades a target audience to adopt a particular stance regarding a report or proposal.

Length Differences

Students should know the length of each of the above sections, except introduction and conclusion parts, depending on a document’s total length, which determines a specific word count of an executive summary. For example, a long and robust project report or business proposal requires a long executive summary with an extended purpose statement, methods, findings, recommendations, limitations, and implementation, which means the length of 4-10 double-spaced pages, or 2-5 single-spaced pages, or 1,000–2,500 words, depending on a particular volume of an overall work (Rehart, 2021). Typically, introduction and conclusion sections take a statement or short paragraph of 0.5-1 double-spaced page or 125-250 words, irrespective of a research paper or executive summary’s length. However, if a research paper is a long work of more than 10 double-spaced pages, 5 single-spaced pages, or 2,500 words, introduction and conclusion parts should not exceed 5-10% of a whole word count (Rehart, 2021). Besides, a corresponding body section of an executive summary must take about 80-90% of a total word count of a research paper, not less. The word count of a title page, a table of contents, an abstract, a reference page, and an appendix is not considered since these parts are technical and do not mean writing itself.

Structure and Writing of Each Section

Writing an executive summary requires students to demonstrate an understanding of its purpose. This understanding means students should know when to write its content, what to talk about, and how to write each of the sections above. On the other hand, to write a well-organized executive summary for a report, people concisely summarize a paper’s purpose and its scope of research, methodology, key findings, conclusions, and recommendations (Giampalmi, 2023). Therefore, writing an executive summary is essential to approach carefully and with the utmost focus.

1️⃣ Writing an Executive Summary as a Last Action

Because an executive summary overviews an entire research paper, students should write this part after finishing their market research papers, project reports, or business proposals. However, one should read and reread a whole document to know the most significant points forming part of brief components (Thomas, 2022). By writing an executive summary as a last item, one can have a mental picture of what to address to give a target audience a comprehensive sneak peek into a research document.

2️⃣ Making Notes of Important Aspects

While reading and rereading a research paper, students should take notes of the most critical aspects of their work that must appear in an executive summary. Moreover, one should identify crucial information in an introduction, a purpose statement, methods, findings, recommendations, limitations, an implementation plan, and a conclusion (Rehart, 2021). As such, these aspects must address each section above.

Writing an Introduction Part

When writing a college essay introduction, students must refrain from going into details about a specific purpose of a whole text because they will have an opportunity to do so later. While one may mention a document’s background, this person should make it concise to contextualize an assigned topic (Giampalmi, 2023). The most crucial detail is that an introduction part of an executive summary should be a sentence or brief paragraph. In turn, to write a well-structured executive summary for an essay, people succinctly present a main argument, key points, and conclusions of an entire paper, ensuring it captures an actual essence and significance of its content.

Writing a Purpose Statement Part

When writing a research paper’s purpose, students should communicate a specific type of document, such as a business proposal, a market report, or a project composition. The next thing is to state a valid background, provide a particular reason for writing, like sourcing funds, recommend solutions, or report progress and challenges (Rehart, 2021). However, one should avoid going into detail because they will do so later in an executive summary of a research paper.

Writing a Methods Part

When writing a methods section, one should focus on giving an intended audience a sense of a particular strategy that helps achieve study outcomes. However, students should approach this part differently than a methodology section of a research paper (Giampalmi, 2023). Instead, they should mention what they did to execute an entire work, such as interviewing stakeholders or analyzing official data. The best way to approach this section is to list everything one did to make a research paper.

Writing a Findings Part

Since a primary purpose of a findings section in a research paper is to narrate outcomes, students should write it in the past tense. Therefore, when writing this section of an executive summary, authors should see themselves as reporters educating a target audience about what they have learned in executing a particular task (Giampalmi, 2023). An essential detail students should note when writing this section is to refer to credible sources of information that lead to the findings. These reliable sources can be documents, organizations, individuals in leadership, or industry experts.

Writing a Recommendations Part

When writing a recommendations section in an executive summary for a research paper, students should focus on giving a clear and brief paragraph of what should happen after the findings. Essentially, one should address key decision-makers or stakeholders because they are responsible for creating change through policy (Rehart, 2021). The best approach to writing recommendations is to interrogate each challenge or problem and related findings to understand what must happen to create positive outcomes.

Writing a Limitations Part

The best approach to writing a limitations section in an executive summary for a research paper is to interrogate possible challenges. For example, such aspects that one has faced in a discussed project may include as a lack of goodwill among stakeholders or sufficient time, resources, or support (Rehart, 2021). Ideally, authors aim to inform an intended audience of some factors that have complicated their work or may complicate an overall implementation of offered recommendations.

Writing an Implementation Plan Part

When writing an implementation plan in an executive summary, students should focus on telling a target audience a specific procedure for actualizing provided recommendations. In this respect, the best approach to writing this section is to interrogate offered recommendations to determine what must happen to actualize each (Giampalmi, 2023). In principle, some issues to consider may include people in charge of implementation, such as an organization’s human resource director, a specific time it would take to actualize (timeline), a study budget, and how to measure success (evaluation).

Writing a Conclusion Part

When writing a conclusion part, students should aim to persuade an intended audience to adopt a particular stance regarding a research paper or proposal. Although one might reiterate a particular topic, it is not necessary to mention each of the preceding sections (Giampalmi, 2023). Instead, authors should focus on sending a strong communication regarding a central theme of a document. The best approach to writing a conclusion section is to influence a target audience’s perspective on an assigned topic in accordance with offered recommendations and implementation plan steps.

3️⃣ Explaining Acronyms, Abbreviations, and Key Terms

Since an executive summary is an overview of a market research paper, project report, or business plan, authors should write it clearly and precisely. For example, to write a correct executive summary for a research proposal, people briefly summarize a suggested purpose, key objectives, methodology, expected outcomes, and recommendations (Thomas, 2022). As such, the best approach is to use simple language and define all acronyms, abbreviations, and key terms. In turn, students should not assume that readers know what each acronym, abbreviation, and key term means when they read complete documents.

4️⃣ Proofreading, Revising, and Editing

After completing writing a research paper, students should proofread a complete document to identify grammatical and formatting mistakes and inconsistent arguments and ideas. For example, the best way to fix these mistakes and flaws is to revise a whole research paper by fixing mistakes, like missing punctuation and wrong citations, and editing a document by adding or deleting words and sentences to create a logical order of thoughts and ideas (Giampalmi, 2023). In turn, authors must be factual, not use word count fillers, and avoid unnecessary repetitions. Besides, they should know that a target audience is not interested in stories but in factual communication that makes logical sense.

Outline Template

Like essays, executive summaries have a specific structure students should demonstrate in their writing. The sections above underscore this outline template, meaning students should know what each section of writing an executive summary for a research paper entails and how to write it. Basically, the best way to write a high-quality executive summary is to create a template and populate this outline with ideas for a project, a business plan, a proposal, or a report (Giampalmi, 2023). In turn, such a preparation helps students to have a mental picture of a particular kind of document they want to have and a right attitude when writing.

I. Introduction: [Introduce a specific topic and state a particular kind of document, such as a market research paper, project report, or business plan].

II. Purpose Statement: [Explain a primary objective of a research paper, such as investigating a problem, souring some funds, or reporting its progress].

III. Methods: [Enumerate how a specific task is accomplished, such as examining official data, interviewing stakeholders, or reviewing existing literature].

IV. Findings: [Provide study outcomes of discussed methods, such as what official data reveals, stakeholders’ sentiments, or what research says].

V. Recommendations: [State clearly what stakeholders or key decisions must do to address possible challenges or problems that the findings reveal].

VI. Limitations: [Discuss defined challenges or problems that were encountered in completing a particular task, such as poor time management, a lack of support, or absent goodwill by stakeholders].

VII. Implementation Plan: [Include what stakeholders or key decision-makers must do to actualize provided recommendations, such as identifying a person responsible and establishing a budget and timeline].

VIII. Conclusion: [Persuade a target audience to adopt offered recommendations and work toward creating change by facilitating an implementation plan].

Join our satisfied customers who have received perfect papers from Wr1ter Team.

Executive Summary Example

Topic: A Need for Proactive Climate Change Initiatives

I. Introduction

Stakeholders in a particular climate change discourse must shift their focus from discourse to practical, proactive measures to demonstrate seriousness in tackling the biggest threat of the millennium.

II. Purpose Statement

A Particular purpose of writing this executive study is to examine a current status of a climate change discourse, interrogate dynamics that make it unpromising as a practical solution to a particular crisis, and recommend what stakeholders must do to restore hope to millions globally who are afraid that climate change poses the biggest threat to an overall existence of current and future generations.

III. Methods

An executive report employs several data-gathering methods to achieve these objectives, including examining a climate change discourse over the decades to identify key themes: environmental policies, greenhouse gases, industrial pollution, natural disasters, weather forecasts, and others. Another method is interrogating research and official data on climate change by government agencies in the last three decades. A current report also considers interviews with environmentalists, social justice advocates, government officials, and leaders of organizations that dedicate their mission to creating awareness about a particular need for environmental conservation and preservation.

IV. Findings

Overall, the methods above reveal worrying findings about a discussed climate change discourse:

• Human activities, including industries and deforestation, have increased global warming to 1.1 degrees C, triggering unprecedented changes to the Earth’s climate. The lack of consensus on reversing human-induced global warming among the most industrialized countries suggests that such a trend will worsen in the coming decades.
• Adverse impacts of climate change are evident on people and ecosystems. Without urgent practical interventions, these impacts will become more widespread and severe with every additional degree of global warming.
• Developing and implementing adaptation measures in communities can effectively build and foster the resilience of people and ecosystems. However, stakeholders must interrogate their climate change funding priorities for effective proactive interventions.
• Communities will continue recording climate-induced losses and damages as long as communities cannot adapt to some impacts of this global problem. An example is 1.1 degrees C of global warming.
• Projections indicate global greenhouse gas (GHC) emissions will peak at 1.5 degrees C before 2025 in selected at-risk pathways.
• Burning fossil fuels remains a leading cause of a global climate crisis.
• Carbon removal is the most effective and practical solution to limiting global warming from peaking at 1.5 degrees C.
• There is a lack of commitment by key stakeholders to finance climate change mitigation and adaptation.
• Climate change and collective efforts to mitigate and adapt to its impacts will exacerbate global inequity if stakeholders do not prioritize just transition.

These findings of a research paper confirm that a climate change discourse is alive to the threat the global problem poses to people and ecosystems and the weaknesses in current interventions.

V. Recommendations

This executive report recommends that key stakeholders, including governments, communities, policy experts, and financiers, must adopt to prioritize practical solutions to the global climate crisis.

• Stakeholders must target a net-zero climate-resilient future through urgent, systemwide transformations.
• Adopt policies that enhance access to fresh produce by establishing a relationship between farmers and consumers.
• Improve awareness about the critical benefits of organic foods.
• Consider policies that promote regenerative farm practices to eliminate toxins and revitalize soils.
• Create infrastructures for transforming waste into compost manure for farm use.
• Develop policies that encourage communities to embrace a green neighborhood.

VI. Limitations

This executive report recognizes several limitations that have made a real fight against climate change unproductive and threaten current and future endeavors to arrest the crisis. For example, stakeholders need to note that these limitations may undermine a particular implementation of provided recommendations in this report. One limitation is a lack of goodwill among key stakeholders. The four leading industrial powers, namely the United States, China, India, and Brazil, contribute to significant global atmospheric temperature increases. Traditionally, these countries have refused to agree on how to cut back on industries primarily because they are the main drivers of their economies. Another limitation is the mis-prioritization of financing, where much focus is on theoretical interventions, such as agreements and seminars, at the expense of practical solutions like building infrastructures for transforming waste into usable products. While stakeholders agree on an actual essence of the 3R (reuse, reduce, and recycle) framework, there is little practical implementation at the community level.

VII. Implementation Plan

A particular implementation plan for recommendations provided above recognizes government agencies as the most suitable implementers because official bodies are key stakeholders who finance climate change initiatives. A proposed business plan considers that, to shift a current climate change fight from mere discourse to practical evidence, stakeholders must prioritize the following:

• A budget of at least $50 million annually at the country level;
• A period of between 2-5 years; and
• Periodic evaluation of progress through at least one annual seminar or conference.

VIII. Conclusion

This executive research paper calls on all stakeholders in a discussed climate change discourse to reconsider a current focus by recognizing its failure to create meaningful change as evidence shows this crisis continues to worsen. Instead, they should focus on practical, proactive interventions focusing on communities because that is where much environmental damage happens. It is also where defined adversities of a current crisis manifest most powerfully.

Steps on How to Write an Executive Summary

Writing an executive summary is a technical undertaking requiring students to consider each section’s basic structure and essential details. When writing a research paper, one must know when to write each section and what to say (Thomas, 2022). In this respect, preparation, stage setup, writing a first draft of an executive section, and wrap-up are essential steps students should follow to produce a research paper document that meets quality standards. As a result, an executive summary should include a document’s purpose, key findings, conclusions, and recommendations.

Step 1: Preparation

As a first step in writing an executive summary, preparation helps auhtors to develop a proper mindset. For example, this step involves knowing a basic structure and what to write in each section of a research paper (Giampalmi, 2023). Therefore, a critical task for students in this stage is constructing a basic structure and stating what must happen in each section.

Step 2: Stage Setup

Setting up a stage is a second step in writing an executive summary. For instance, this step involves reading and rereading a document to identify critical details to address in each section of a basic structure (Giampalmi, 2023). The best approach to achieve this outcome is to make notes of the most vital data when reading a research paper.

Step 3: Writing a First Draft

A third step is to create a first draft of an executive summary by putting all the critical data into relevant sections. Ideally, people must start with a clear introduction where they point out a focal point of a research paper and then move to a study’s purpose statement, methods, findings, recommendations, limitations, implementation plan, and conclusion (Rehart, 2021). Each research section must summarize and not explain the most critical data.

Step 4: Wrap-Up

Wrapping a first draft into a final version of a research paper is a last step in writing an executive summary. This stage involves proofreading, revising, and editing a first version of an executive section to eliminate grammar mistakes and inconsistent statements (Rehart, 2021). As a result, authors must perfect their executive summaries of research papers by fixing errors and flaws that affect a logical progression of ideas and thoughts and an overall quality of an entire text.

Writing an executive summary can be demanding, particularly for students who do not prepare well or do not know what is most important. The following tips can be helpful: begin an executive summary by explaining why a specific topic is important; state a particular purpose of a research paper by outlining a unique problem and why it is essential or relevant to an intended audience; explain study methods that help to execute a defined task; state research findings; enumerate some limitations by addressing dynamics that undermine an overall implementation of solutions; consider different recommendations and list them using numbers or bullet points; outline an implementation plan that identifies a person or entity that oversee its execution, a budget allocation, and how to evaluate progress; and write a conclusion that persuades a target audience to adopt a particular perspective about a chosen topic. In turn, 10 dos and 10 don’ts that people should consider when writing their executive summaries in their research papers are:

• reading a research paper thoroughly to identify a primary objective, methods for collecting data, key findings, recommendations, significant limitations, and an implementation strategy;
• considering an intended audience of an executive summary to determine whether to use simple or technical language;
• writing formally and avoiding jargon;
• outlining a specific structure that considers all the main sections (introduction, purpose statement, methods, key findings, recommendations, limitations, implementation, and conclusion);
• organizing a brief text in a summary format;
• using a short, clear, precise, and captivating opening statement to hook readers;
• including each section to state the most critical details;
• focusing on summarizing a research paper rather than explaining its contents;
• reviewing a complete document for incorrect information;
• proofreading, revising, and editing an executive summary to eliminate all mistakes.

10 Dont’s

• using jargon to simplify complex terms and phrases;
• explaining rather than summarizing a research paper;
• creating too many grammar mistakes, such as missing punctuation and confusing words with a similar pronunciation;
• ignoring a basic outline for writing;
• writing a lengthy introduction;
• concentrating on some sections more than others;
• explaining ideas or concepts not discussed in a main text;
• providing a very short or long summary that does not align with a document’s total word count;
• beginning an executive summary with anecdote or irrelevant information;
• placing an executive summary at the end of a research paper.

Things to Remember

An executive summary in APA or any other format is a brief and well-structured summary of a long scholarly document, such as a research paper, that follows corresponding style guidelines, including a title, a clear statement of main points, and proper citations. In turn, general writing recommendations to remember include:

• Tell an interesting story. Writers should approach an executive summary as a platform for inducing a reader’s interest in reading a research paper. As such, one should use each section to tell what is most crucial to an intended audience.
• Highlight critical data. Writers should focus on what is most critical in each section of a brief text, emphasizing statistical data because it is visually captivating.
• Maintain a formal tone from beginning to end. Writers should avoid using jargon to simplify complex concepts or terminologies.
• Write an executive summary after completing an actual research paper. Writing an executive summary as a last element of a research paper helps one to approach this document as a final overview of main points. In turn, a typical mistake of starting an executive summary before writing an actual research paper is that authors can write about details they fail to address in a final version of a document.

What to Include

Common Mistakes

• Being Too Lengthy: An executive summary should be concise and straight to a single point, avoiding unnecessary details.
• Lacking Clarity: Failure to clearly present main points can confuse readers and dilute the impact.
• Ignoring a Target Audience: Not tailoring a presented content to specific needs and interests of an intended audience can make it less relevant and engaging.
• Overloading With Technical Jargon: Using too much technical language can make it difficult for non-expert readers to understand its content.
• Missing Key Information: Omitting essential findings or recommendations can leave readers without a clear understanding of a report’s significance.
• Focusing on Minor Details: Including trivial details can distract from a main message and reduce a research paper’s effectiveness.
• Inconsistent Tone: An inconsistent tone can make a brief text appear unprofessional and disorganized.
• Lack of Structure: Without a clear structure, a particular content can be hard to follow and fail to highlight the most important points.
• Repeating Content: Repeating the same information all the time can make a text redundant and longer than needed.
• Failing to Highlight Conclusions: Not emphasizing main conclusions and recommendations can leave readers uncertain about next steps.

This guide on how to write a well-organized executive summary of a research paper emphasizes its purpose and structure. Basically, such an element covers key sections, such as an introduction, background, objective, methods, findings, analysis, conclusions, and recommendations. Furthermore, effective executive summaries are clear, concise, and relevant, providing essential information without unnecessary details. As a result, following structured tips, like avoiding jargon and emphasizing key points, ensures this part of a research or any other type of paper communicates a document’s essence effectively.

Falkenberg, L. J., Joyce, P. W., & Soranno, P. A. (2024). How to write lay summaries of research articles for wider accessibility. Limnology and Oceanography Letters , 9 (2), 93–98. https://doi.org/10.1002/lol2.10373

Giampalmi, J. (2023). College research papers for dummies . John Wiley & Sons, Inc.

Morris, W., Crossley, S., Holmes, L., Ou, C., Dascalu, M., & McNamara, D. (2024). Formative feedback on student-authored summaries in intelligent textbooks using large language models. International Journal of Artificial Intelligence in Education , 1–22. https://doi.org/10.1007/s40593-024-00395-0

Rehart, M. J. (2021). Writing business research reports: A guide to scientific writing . Routledge.

Thomas, C. G. (2022). Research methodology and scientific writing . Springer.

Younas, A., & Ali, P. (2021). Five tips for developing useful literature summary tables for writing review articles. Evidence Based Nursing , 24 (2), 32–34. https://doi.org/10.1136/ebnurs-2021-103417

To Learn More, Read Relevant Articles

Influence of Colors on Mood and Behavior

• Icon Calendar 25 August 2023
• Icon Page 757 words

Influence of Social Media on Modern Society

• Icon Calendar 24 August 2023
• Icon Page 835 words

Ertugrul Portakal

Sep 22, 2024

3 Free Executive Summary Templates [+ How to Write a Executive Summary]

Learn how to write an executive summary for any purpose you have and get free templates at the end. Key tips to writing concise executive summaries.

TABLE OF CONTENTS

The primary advantage of project management lies in its ability to plan, manage, organise, and execute all aspects of employee work efficiently. However, most entrepreneurs and investors lack the time to peruse lengthy business documents. Consequently, it's crucial to provide them with a concise summary of your project or business plan. This is where executive summaries prove invaluable. These summaries allow you to create an engaging document that succinctly presents key points about your project to stakeholders, new employees, and potential investors.

In this article, we will explain what an executive summary is and how you can create one!

If you’re ready, let’s get started!

• Executive summary is a brief synopsis of a larger document such as a project, business plan, marketing plan, or project scope.
• The purpose of executive summaries is to attract the attention of stakeholders and potential investors and convince them to invest.
• Although there are different types of executive summary that you can use for your different projects, the two most commonly used are project and business plan.
• To write a project executive summary, you need to fill in the problem, solution, value proposition and conclusion sections.
• To prepare an executive summary for a business plan, you need to write the company, product or service, market & competitive analysis, funding request and financial projections sections.
• If you are looking for an AI assistant who can write an executive summary using your error-free and internal data, ZenoChat is the way to go with its multiple LLMs, powerful RAG and knowledge bases.

What is an Executive Summary?

An executive summary is a concise synopsis of a larger document, such as a project proposal, business plan, or comprehensive report. It offers a high-level overview, incorporating crucial details like financial information, problem identification, proposed solutions, market analysis, and competitive landscape. These summaries are primarily crafted for lenders, investors, stakeholder groups, and time-constrained executives. A well-crafted executive summary succinctly and clearly conveys the information that project sponsors deem most critical. Given that most stakeholders and investors often read only the executive summary of a business plan, this section must deliver all key information effectively.

Executive Summary vs Abstract

An abstract is often used to convey a summary of academic papers to professors. An executive summary is aimed at a business audience. Executive summaries contain information to help executives make funding decisions. An abstract is written in a technical tone of voice, while an executive summary is written in a non-technical tone of voice. This allows potential investors to understand your business plan without wasting time on technical jargon.

Executive Summary vs Introduction

An introduction is the first part of your executive summary. It explains what the project is about, its goals, and achievements. An executive summary is a document consisting of several paragraphs and headings that summarise the parts of your business plan. An executive summary also facilitates the decision-making process of investors, while an introduction only provides information. You can think of an introduction as the introductory paragraph of the document and an executive summary as a one-page summary of the document.

Executive Summary Types

Before we dive into the steps of writing an executive summary, you need to know that there are several different types. The two most commonly used executive summary types are the project proposal and the business plan, although you may need to use other types from time to time. Executive summary types include:

• Business Plan Executive Summary
• Project Proposal Executive Summary
• Research Report Executive Summary
• Marketing Plan Executive Summary
• Sales Executive Summary
• Customer Journey Executive Summary
• Business Highlights Executive Summary
• Project Scope Executive Summary

How to Write an Executive Summary for a Project?

The most common type of executive summary you will use is the project executive summary, which is mostly used to conduct a project and explain it to investors. Writing a project executive summary is a straightforward task if you know the outline.

In your project executive summary, you should first mention the problem your project will solve. You should write the answers to questions such as what is your product plan, what is customer feedback, or what are your insights about realising this project in this section. In this way, you can make an introduction that will attract the attention of investors or stakeholders and convince them.

Since you mentioned the potential problems of your business in the previous section, you need to explain what your project’s solutions are to these problems. You should explain the steps you need to take to solve the problems you listed and your project’s goals and objectives. In this section, you should explain in detail how your project will solve the problems.

Value Proposition

In this section, you need to explain why the problem needs to be solved and explain the ROI (Return on Investment) of your project. If your project will increase the profitability of investors by solving the problems, you should highlight it in this section. This is the part where you will list the benefits your project will provide to the business.

In this section, you should summarise in a few sentences why the problem is important and why it needs to be solved and explain the actions you want the reader to take. This will take the first step to launching your project.

How to Write an Executive Summary for a Business Plan

Business plan executive summaries represent one of the two most common types of executive summaries. A business plan is a comprehensive document that outlines your company's objectives and the strategies to achieve them. This concise yet detailed overview serves as a crucial tool for presenting your business concept to potential investors, partners, or stakeholders.

Introduction

The introduction section for a business plan executive summary explains the purpose of the document. Your goal is to grab and hold readers' attention and inform them about the value of your business and desired outcome.

Company Description

In this section, you need to provide the business name and location, contact information, description of the purpose, leadership, founders and current investors at your company, and the team responsible for the project.

Products and Services

Briefly explain the problem you will solve and include the findings you have obtained as a result of your research. Also, write down how you will reach your project goals and what you need in this process.

Market Analysis

In this section, you need to explain your target audience and how you meet their needs with your business plan. You should also write how you will grow your customer base and what your business plan expects in 5 years.

Competitive Analysis

You need to explain the situation of rival companies and initiatives regarding the problem you have solved, what you can do differently and more than them, and how you will gain an advantage over your competitors in your marketing plan.

Funding Request and Use

In this section, you need to explain how much investment you want from investors, the benefits of investors and the profitability of your business plan. This section is important for convincing investors and making requests from them.

Financial Projections

You should include financial data that supports your research and business plan, such as:

• The budget baseline
• The projected revenue
• Financial management strategy
• The current and future finances

In this section, you need to recap the problem, solution, and state what you want from the reader. It should also be intriguing to encourage investors to examine your entire business plan.

Free Executive Summary Templates (Created by ZenoChat)

Creating executive summaries manually can take days or even weeks, and your final product needs to be error-free and concise. With ZenoChat , you can create error-free, clear, and concise executive summaries or improve existing executive summaries. ZenoChat is an AI companion developed by TextCortex designed to ease the workload of enterprises. ZenoChat offers web search, multiple LLMs, sophisticated Retrieval-Augmented Generation (RAG), individual personas, knowledge bases, and 30,000+ integrations to boost your enterprise.

Executive Summary Template #1: Non-Profit Funding Proposal

Executive Summary

Introduction: [Non-Profit Organization Name] is on a mission to [brief description of mission or vision]. This funding proposal seeks support for our [specific program or project], which aims to [purpose or goal of the project].

Problem Statement: Our community faces [detailed description of the problem or need]. This problem affects [number and demographic of people affected] and has [negative impacts described briefly].

Program Overview: Our proposed project, [Project Name], will address this issue by [brief description of project activities]. The key components of the program include [list major components or activities].

Outcomes: We expect to achieve [specific, measurable outcomes]. This will lead to [detailed description of the benefits and impact on the community].

Budget: The total budget for this project is [amount]. Funding will be allocated to [brief breakdown of major expenses]. We are requesting [specific amount requested] to support this initiative.

Evaluation Plan: We will measure our success through [evaluation methods such as surveys, metrics, reports]. Our reporting process will include [frequency and type of reports to be provided to funders].

Conclusion: Your support will enable [Non-Profit Organization Name] to [specific impact of the funding]. Together, we can make a meaningful difference in addressing [the identified problem]. We appreciate your consideration of our proposal and look forward to the opportunity to partner with you.

Executive Summary Template #2: Academic Research Project

Introduction: This research project, titled [Title of the Research], aims to investigate [brief description of the research objective]. Conducted by [Research Team/Institution], this study explores [key topics or questions of the research].

Background: The background of this research is rooted in [brief history or context]. Previous studies have shown [summary of relevant past research or findings], indicating the need for further investigation in [specific area].

Methodology: Our research design includes [qualitative/quantitative/mixed methods]. We will collect data through [methods of data collection such as surveys, experiments, interviews], with a sample size of [number].

Key Findings: Preliminary findings suggest [brief summary of initial results or expected outcomes]. These findings indicate [potential implications or significance of the research].

Implications: The results of this study are expected to [how the findings will contribute to the field, potential applications, policy recommendations, etc.]. This research will provide valuable insights into [specific area of study].

Conclusion: We anticipate that this research will [brief summary of expected impact or next steps]. We are committed to advancing knowledge in [field of study] and look forward to sharing our findings with the academic community.

Executive Summary Template #3: Business Proposal

Introduction: [Company Name] is dedicated to [brief description of company mission or vision]. This proposal outlines our plan to [purpose of the proposal, such as launching a new product, entering a new market, or expanding services].

Market Opportunity: The [industry/market] is currently experiencing [current trends, statistics, and growth potential]. There is a significant opportunity for [Company Name] to [how your company plans to capitalize on this opportunity].

Solution Overview: We propose to [brief description of the solution or project]. This solution will provide [key benefits, such as cost savings, increased efficiency, customer satisfaction, etc.].

Financial Projections: Our financial analysis forecasts [revenue projections, cost estimates, ROI, etc.]. We project a [specific percentage or amount] increase in [revenue/customer base/market share] within [time frame].

Competitive Advantage: [Company Name] stands out due to [unique strengths, such as experienced team, innovative technology, strong partnerships, etc.]. Our competitive analysis shows that we have a distinct advantage in [key areas].

Implementation Plan: The project will be executed in [time frame], with key milestones including [list major milestones]. We have a detailed plan to ensure [successful implementation/delivery].

Conclusion: We believe that this project aligns with our strategic goals and offers significant growth potential for [Company Name]. We look forward to discussing this proposal in more detail and answering any questions you may have.

Ready to explore how you can automate workflows like creating an executive summary with AI?

Click here to leverage TextCortex and its advanced features to boost your enterprise's productivity.

Interested in adopting AI across your organization?

Teams using TextCortex save 3 work days a month per employee and achieve up to 28x ROI.

Did you like this article? Explore a few more related posts.

How to Write Project Briefs [+ Free Project Brief Template]

Action Plan Templates & Best Practices to Write Action Plans

5 Free Onboarding Checklist Templates [For Sales, HR, IT and more]

Questions  answers..

TextCortex is a powerful AI-powered writing tool that can help you reduce your writing time, handle big tasks, and create high-quality content without errors. With its customizable platform, personalized intelligence experience, advanced writing and research capabilities, and error-free content, TextCortex is the perfect tool for creative professionals who want to be a creative force in their industry.

Our AI copilot learned how to write from more than 3 billion sentences and has the ability to create unique content. However, fact-checking is something which still requires a human approval.

TextCortex supports more than 25 languages including English, Dutch, German, Ukranian, Romanian, Spanish, Portuguese, French, Italian.

Yes, TextCortex is completely free to use with many of its core features. When you sign up, you receive 100 free creations. Then you will receive 20 recurring creations every day on the free plan.

Yes, we have a Text Generation API, please talk to us directly to implement it. You can reach out to us at [email protected]

Account sharing is not allowed. If you have a need for more than 5 seats for an account, you can directly contact us at [email protected]

Yes, TextCortex offers 14-day free trial for users to try out all features extensively with higher number of generations. But keep in mind that you can already try everything with the free plan. There is no feature that is locked behind a premium plan.

Overall, TextCortex AI has over 1000 five-star reviews on reputable review sites such as G2, Trustpilot and Capterra.

TextCortex learns and adapts to your unique writing style and knowledge, making it easier for you to write high-quality & personalized content.

Your premium features will be available until the end of your subscription date, then your account plan will be set to Free plan.

General Questions

Your ai copilot is ready to collaborate with you..

Connect your knowledge, customize the style and start collaborating with your AI copilot.

How to Write an Effective Executive Summary: Examples and Tips

In the world of startups, first impressions can make or break opportunities. Founders, imagine presenting your vision to potential investors, only to lose their interest within minutes. The issue? A lackluster executive summary . But there’s hope. With the right approach, you can captivate your audience from the get-go, ensuring they’re eager to learn more. 

Dive in to discover a proven strategy that transforms your summary from mundane to magnetic, opening doors to success.

What is an Executive Summary?

An Executive Summary is a brief and concise summary of a longer document, report, or proposal. It provides an overview of the main points, key findings, and recommendations, allowing the reader to quickly understand the purpose and content of the document without having to read the entire text. It is often used in business plans , research reports, and other documents to provide a snapshot of the content to busy executives or stakeholders.

Source:  Google

When Should You Employ an Executive Summary? 

An executive summary is useful whenever a document becomes lengthy or intricate, requiring a concise overview to assist busy executives and decision-makers grasp its essence.

Common scenarios where an executive summary is valuable include:

• Business plans
• Research papers
• Marketing plans
• Investment proposals

Varieties of Executive Summaries 

Before delving into the steps of composing an executive summary, let’s briefly explore the diverse types you might encounter:

• Business Plan Executive Summary:

A concise outline of a company’s business plan, spotlighting its mission, market analysis, products/services, financial projections , and growth strategies.

• Project Proposal Executive Summary:

A condensed rendition of a project proposal, outlining its objectives, scope, methodology, budget , and anticipated outcomes.

• Research Report Executive Summary:

A summary of an extensive research report, delivering an overview of the study, methodology, key findings, and recommendations.

• Marketing Plan Executive Summary:

An overview of a marketing plan, encompassing market analysis, target audience, marketing strategies , and projected results.

Components of an Executive Summary

The executive summary must be brief, usually limited to one or two pages.

It should encompass:

If your plan involves product manufacturing, consider incorporating a Products and Services section. Provide as much relevant information as possible within a well-organized and concise document.

Before We Begin!

For startup enterprises, the executive summary assumes paramount importance. The journey toward success necessitates an in-depth understanding of the target market, coupled with meticulous research. The executive summary is like a storage place that holds all the important information from the research. It shows how much thought and effort the startup put into planning. This makes the startup more appealing to potential investors. This could lead to getting the funding needed to start and grow the startup.  

Dos and Don’ts of Writing an Executive Summary

A Single-page Document of Executive Summary could Encompass:

• Elevator pitch
• Simplified description of your services (skip the convoluted “global leader” language)
• Team introduction with images – encompassing board members and advisors
• Distinctive aspects of your solution
• Target market details (economic buyer and estimated numbers)
• Strategy for expansion (go-to-market approach)
• Initial progress and early accomplishments, including positive user feedback
• Notable clientele list, if applicable
• Business model clarification
• Future company trajectory and ambitious vision
• Key factors that set your company apart Tailored to the audience:
• Seeking funding? Mention the required amount and its allocation – provide contact details.
• Searching for talent? Direct applicants where to apply.
• Targeting customers? Indicate where to make purchases.
• Needing beta users? Provide registration information.
• Comprehensive contact information, including email, website, online platforms, and phone number. Also, specify your company’s location.

Below are some one pager executive summary report examples : 

(Click to access examples)

(Startup Executive Summary Examples)

(Templates for startups)

Your summary has to fit all the important things investors need to decide on just one page. Usually, this includes:

• Saying why your company is special
• Explaining what your product or service is
• Talking about the people who will buy your product and the market it’s in
• Telling how your business works and what you’re planning for the future
• Showing how much money you think you’ll make
• Saying how much money you need
• Sharing any other interesting things about your company and the people who started it

Making your startup’s executive summary can help you understand what your company is good at and where it needs to improve and it can help you talk about the things that investors care about when you’re trying to get their support.

Crafting an Effective Startup Executive Summary: A Comprehensive Step-by-Step Guide

• Craft a Compelling Introduction: 

Begin your executive summary with an attention-grabbing introduction that not only introduces your startup but also evokes curiosity and interest. Use powerful language and vivid imagery to captivate the reader from the outset. 

Let’s take the example of a startup dedicated to revolutionizing botanical perennials for the natural supplement industry:

“Botanical Bounty is an existing farm dedicated to the production of botanical perennials for the natural supplement industry and plant nurseries. The farm has existed for two years now, initially operating as a hobby for the owner who recently decided to turn the farm into a profit-making business. Due to the market’s increasing interest in naturally grown products, the farm plans to increase production and become a full-time venture. The farm’s clear advantage is its dedication to this niche market, which gives it a competitive edge.” Source: Bplans

• Address the Problem and Propose the Solution: 

Delve into the heart of the issue your startup seeks to address. Provide comprehensive context for the problem, emphasizing its relevance and impact. Subsequently, unveil your innovative solution that promises to alleviate this pain point. 

Let’s look at a down-to-earth example of a startup focusing on improving food delivery:

“In today’s busy world, getting food delivered quickly is a challenge. People want their meals fast, but sometimes the food arrives cold or late. Our startup steps in with a simple yet effective solution. We’re introducing smart, heated delivery bags that keep food warm and fresh from the restaurant to your doorstep. No more lukewarm meals or frustrating delays. With our heated bags, you can enjoy your food just as it should be—hot and delicious.”

• Introduce the Key Team Members: 

In the journey of launching a startup, building an effective management team is paramount. This team will drive your day-to-day operations and long-term strategic direction.

Your management team must possess a diverse range of skills and experiences to harmoniously contribute to achieving your business goals. Ensure your startup business plan’s executive summary includes a detailed segment about your management team, highlighting their roles and responsibilities.

This section should encompass:

• Organizational structure and hierarchy
• Role and responsibilities of each team member
• Experience and qualifications of team members
• Collaboration dynamics among team members
• Management style adopted by the team
• Decision-making processes within the team

Your management team’s section in your business plan holds significance in assuring potential investors of the strength and potential of your startup. Invest time and effort in crafting a compelling and robust presentation of your management team’s strengths.

Example from an eco-friendly home products startup: 

“Introducing the powerhouse behind our startup, the embodiment of our mission. Emma Parker, our visionary CEO, seamlessly combines expertise in sustainable design with a strong commitment to the environment. Mark Ramirez, our CFO, harmonizes financial acumen with a deep passion for sustainability. Lisa Chen, our R&D Head, infuses a dedication to green technology into every innovative product. Together, our team drives us towards a future that’s greener and brighter.”

• Expound Your Business Model: 

Articulate your startup’s underlying philosophy and mission. Having an incredible idea isn’t enough without a strong business plan. In this part, you’ll present to investors your detailed plans and the necessary business skills to put them into action.

If you’ve already written a business plan, this is where you’ll extract the key details. If not, take a break from the executive summary and draft one. You must have a business plan before you can approach investors.

Condense your business plan into a few short sentences covering:

• Your revenue strategy (selling units, subscriptions, hourly services, etc.)
• The potential for your business to grow over time
• A brief timeline outlining your future goals and a clear schedule for achieving them
• Your team composition. Are there industry experts, academics, award winners, or notable advisors/investors?
• Avoid diving into the nitty-gritty details; that’s what the pitch meeting is for. Provide a broad overview that demonstrates you have a solid plan.

Highlight how your customer-centric approach ensures seamless alignment between your offerings and target audience. 

Here’s an example: 

EcoTech Innovations Executive Summary:

EcoTech Innovations is positioned for success through a robust revenue strategy focused on selling waste-to-energy technology units to commercial partners. Our scalable solution offers a compelling value proposition, reducing waste disposal costs and carbon emissions. As market demand grows for sustainable solutions, our technology’s potential to disrupt and lead is significant.

With a clear roadmap, our vision is to achieve nationwide adoption within three years, targeting key sectors including hospitality, manufacturing, and municipalities. Year one focuses on technology validation and partnership establishment, followed by accelerated growth and expanding product offerings in year two. By year three, we aim to solidify market leadership and explore international expansion.

Our diverse team includes industry veterans, technology experts, and environmental specialists. Leveraging our collective experience, we are well-positioned to execute our strategic goals and navigate industry challenges. Notable advisors and investors further strengthen our foundation and endorse our innovative approach.

In summary, EcoTech Innovations is poised for sustainable growth, capitalizing on our pioneering waste-to-energy technology and a dedicated team committed to driving positive environmental impact.

• Explore the Market Landscape: 

Embark on a comprehensive exploration of the market terrain your startup navigates. Present a thorough analysis of competitors, similar products, and current market trends. Leverage data to substantiate your understanding of the landscape and establish the viability of your startup’s concept. 

For instance, if your startup focuses on sustainable fashion, consider competitor pricing, sustainable materials, and customer preferences.

Example: 

Our market analysis reveals a compelling landscape for sustainable fashion. A comprehensive study of competitors showcases that our pricing strategy aligns well, focusing on affordability while using eco-friendly materials. The demand for sustainable materials is rising, as evidenced by a 25% increase in consumer preference for eco-conscious clothing in the past year. By tapping into this trend and leveraging our unique product offerings, we position ourselves as a frontrunner in the sustainable fashion sector.

• Outline Strategies Against Competitors: 

Engage in a strategic discussion of how your startup plans to distinguish itself from competitors. Showcase your unique value proposition (UVP) and outline tailored strategies that position your venture as an attractive alternative. Highlight your competitive advantages, whether through innovation, branding, or distribution channels. Using the refillable sustainable fashion startup, elaborate on your proactive social media campaign to amplify brand visibility and engagement.

Our startup stands out in the competitive sustainable fashion market through a refillable model. This unique approach combines eco-friendly clothing with convenience. Our branding emphasizes this innovation, supported by partnerships with local artisans for distinct designs. We’ll use a hybrid distribution model, including online sales and pop-up stores, and drive brand visibility through a dynamic social media campaign. This positions us as a leader in stylish and responsible fashion choices.

• Detail Startup Expenditures: 

Present a comprehensive breakdown of anticipated startup expenditures. Categorize costs associated with research and development, production, marketing, distribution, and any other relevant areas. Provide transparency in your financial planning , demonstrating a meticulous approach to resource allocation. In the context of launching a mobile app, outline expenses spanning app development, design, user acquisition, server costs, and ongoing maintenance. Show where you stand financially, how much funding you seek, and how you intend to utilize it. This can be done concisely with a few bullet points:

• Your current financial situation: How much money you’ve raised in previous rounds, your monthly operating costs.

The amount of funding you seek, both overall and from the specific investor. Strategically decide how much to ask for.

• The allocation of funds: Break it down into percentages if you’d like, such as 30% for product development, 20% for marketing, etc.

This section is crucial. Avoid overwhelming the reader with excessive text. Summarize the essential figures using a few bullet points.

Startup Expenditure Breakdown for Mobile App Launch:

• App Development
• User Interface Design
• User Acquisition
• Social Media Advertising
• Server Costs
• Backend Infrastructure
• App Store Fees
• Content Delivery Network
• Legal and Compliance
• Ongoing Maintenance

Financial Snapshot:

• Raised $500,000 in Seed Round
• Monthly Operating Costs: $25,000
• Funding Sought: $1,000,000
• Product Development: 40%
• Marketing and User Acquisition: 25%
• Operations and Infrastructure: 20%
• Legal and Compliance: 10%
• Contingency: 5%
• Discuss Return on Investment (ROI):

Conclude by outlining the mechanisms through which investors can expect returns on their investment. Elaborate on various ROI avenues, such as equity ownership, profit-sharing, or interest payments. 

Align your ROI strategy with your startup’s financial model and investor preferences, underscoring your commitment to delivering value. 

Engage in a candid discussion on ROI terms and engage potential investors in a dialogue to tailor the approach to mutual satisfaction.

Delivering Returns on Investment (ROI) for Investors:

At [Startup Name], we are committed to ensuring that our investors realize substantial returns on their investment. Our ROI strategy is carefully designed to align with our startup’s financial model and investor preferences, demonstrating our dedication to delivering value.

We offer multiple avenues for ROI, each tailored to provide investors with attractive and mutually beneficial opportunities:

• Equity Ownership: Investors will have the opportunity to own a stake in our company, allowing them to benefit directly from our growth and success. As our startup thrives, so will our investors’ equity value.
• Profit-Sharing: We believe in sharing success. Our investors can expect a share of the profits generated by our operations. This approach directly ties their ROI to the performance of our business.
• Interest Payments: For those who prefer a more structured approach, we offer the option of receiving regular interest payments on their investment. This provides consistent returns over time.

Our ROI terms are open for discussion, reflecting our commitment to transparency and mutual satisfaction. We encourage potential investors to engage in a candid dialogue with us, allowing us to tailor the ROI approach to their preferences and financial goals.

At [Startup Name], we see our investors as partners on our journey to success. By choosing us, investors are not only investing in a promising venture but also becoming integral contributors to our growth story.

Invest with us, and together, we’ll shape a future of innovation, growth, and impressive returns.

• Perfect Your Presentation

How you present your executive summary matters just as much as the content. If you can’t get investors to open and read it, your pitch might fall flat. 

Spend time crafting your sentences. Keep the pitch brief, professional, and direct. Explain who you are and why your company deserves their interest. Give them a compelling reason to read your summary.

Some Real Life Examples of Executive Summaries: 

• Read Jeff Bezos’ 1997 shareholder letter.
• Read Facebook’s 2012 IPO prospectus.
• Read Tesla’s 2021 impact report foreword.

Examples of Effective Executive Summaries in different contexts: 

• Business Plan Executive Summary Example:

Our startup, EcoLife Innovations, aims to revolutionize the consumer market with our cutting-edge eco-friendly household product. Designed to reduce plastic waste, our product addresses the growing demand for sustainable solutions. Market research reveals a 20% year-on-year increase in eco-conscious consumers. Our experienced team of engineers and marketers is poised to capture this market.

Key Points:

• Unique Product: Our patented design offers a reusable and durable alternative to single-use plastics, resonating with environmentally conscious consumers.
• Target Market: Millennial and Gen Z consumers seeking eco-friendly alternatives, supported by a $10 billion market opportunity.
• Financial Projections: Projected revenue of $5 million in the first year, driven by a robust marketing strategy and strategic partnerships.
• Sustainability Impact: Our product contributes to reducing plastic waste by 50%, aligning with global sustainability goals.

By investing in EcoLife Innovations, you’re supporting an innovative solution to a pressing environmental challenge while tapping into a lucrative market. Join us in making a lasting impact while generating impressive returns.

[Additional Contact Information and Call to Action ]

• Project Proposal Executive Summary Example:

Our proposed community development initiative, “EmpowerLocal,” aims to uplift underserved neighborhoods by creating vocational training centers. We begin with a powerful story: A single mother’s journey from unemployment to self-sufficiency through our pilot program. This initiative targets high unemployment rates, offering skill-building workshops and job placement services.

• Program Objectives: Reduce unemployment by 30% within two years through vocational training and job placement support.
• Methodology: Establish three training centers across targeted neighborhoods, partnering with local businesses for job placement.
• Community Impact: By empowering residents with marketable skills, we contribute to economic growth and sustainable livelihoods.
• Sustainability: A self-sustaining model achieved through partnerships with local businesses and government agencies.

Your support for EmpowerLocal will make a tangible difference in the lives of underserved individuals, fostering economic growth and community resilience. Join us in creating a brighter future for our neighborhoods.

[Additional Contact Information and Call to Action]

Executive Summary Tools:

These tools offer templates, guides, and features to help you structure and format your executive summary effectively. Be sure to explore these tools to find the best fit your needs. Here are some tools available on the web that can assist you in crafting an effective executive summary:

• LivePlan: 

Source: LivePlan.com

It offers templates and examples that help you craft a professional executive summary. It guides you through the process of creating a business plan, including the executive summary, making it easier to organize your thoughts and present your business idea clearly.

Source: Canva.com

Although primarily a design tool, Canva offers templates for business documents, including executive summaries. You can customize the template with your own text, colors, and branding to create a visually appealing executive summary.

Source: Upmetrics.co

This is a business planning tool that provides templates and examples for various sections of a business plan, including the executive summary. It helps you structure your executive summary and ensures that you include all the necessary information.

Source: Bplan.com

It offers a wide range of sample business plans from various industries, which can provide you with inspiration and guidance on how to craft your own executive summary.

Source: Venngage.com

This is a design tool that offers templates for various business documents, including executive summaries. You can customize the template to create a visually appealing and professional executive summary.

Source: Pandadoc.com

This tool offers document automation features that can help you create an executive summary quickly and efficiently. You can use their templates or create your own document from scratch.

• Tarkenton GoSmallBiz:

Source: GoSmallBiz.com

This is a comprehensive business planning tool that guides you through the entire process of creating a business plan, including the executive summary. It offers templates, examples, and tips to help you craft an effective executive summary.

Source: Bizplan.com

This is an online business planning tool that guides you through the process of creating a business plan, including the executive summary. It offers templates and examples to help you structure your executive summary effectively.

Tailoring the Executive Summary to Different Audiences

Crafting an effective executive summary involves more than just summarizing the report’s content; it also requires tailoring the tone, language, and content to cater to specific target audiences. Recognizing that different stakeholders have varying interests and priorities, a customized approach ensures that the executive summary resonates with each group. Here’s how the tone, language, and content of an executive summary may vary based on the target readers:

Investors: 

When presenting to potential investors, the executive summary should emphasize the startup’s growth potential, market opportunity, and financial projections. The tone should be confident and visionary, showcasing the startup’s potential to generate returns on investment. The language should be business-focused and highlight key metrics such as revenue, profit margins, and market share. Additionally, the executive summary should emphasize the startup’s competitive advantage and the scalability of its business model.

Stakeholders: 

For stakeholders such as board members or internal teams, the executive summary should provide a comprehensive overview of the startup’s performance, challenges, and strategic initiatives. The tone should be balanced and informative, conveying both achievements and areas for improvement. The language should be professional and technical, using industry-specific terms that resonate with the stakeholders’ expertise. The content should address key operational metrics, innovation efforts, and the alignment of strategies with the startup’s mission and values.

Clients: 

When targeting clients or customers, the executive summary should focus on the value proposition of the startup’s products or services. The tone should be customer-centric and solution-oriented, highlighting how the startup addresses clients’ pain points. The language should be accessible and free of jargon, making it easy for clients to understand the benefits they can expect. The content should showcase real-world examples, testimonials, and case studies demonstrating the startup’s track record of delivering value to its clients.

Partnerships and Collaborators: 

In the context of potential partnerships or collaborations, the executive summary should emphasize the mutual benefits and synergies. The tone should be collaborative and highlight how the partnership aligns with the goals of both parties. The language should emphasize shared objectives and the potential for innovation through collaboration. The content should showcase how the startup’s strengths complement the partner’s capabilities and how the combined efforts can lead to a win-win scenario.

Wrapping Up

The executive summary showcases your skill in summarizing your startup’s potential in a short and engaging way. It’s the vital link that connects curiosity to belief, capturing the core of your venture. Your executive summary isn’t just an introduction; it’s a build-up of potential, inviting stakeholders, partners, and investors to accompany you on this transformative journey. 

As you embark on this path, may your executive summary pave the road for a symphony of accomplishments, echoing the triumphant successes of your startup’s future.

Was this helpful?

About the author: Aqsa Sheraz

Aqsa Sheraz, an accomplished writer, possesses a diverse set of skills that bring a captivating edge to her work. With a Bachelor's degree in psychology, she seamlessly integrates her understanding of human behavior with expertise in HR, Digital Marketing, SEO, and SMM. By leveraging this unique combination of talents, Aqsa expertly crafts content that not only yields tangible results but also captivates and resonates with the target audience. Her strategic optimization techniques strategically enhance brand impact, ensuring her content is both impactful and engaging.

• Starting a Business

Our Top Picks

• Best Small Business Loans
• Best Business Internet Service
• Best Online Payroll Service
• Best Business Phone Systems

Our In-Depth Reviews

• OnPay Payroll Review
• ADP Payroll Review
• Ooma Office Review
• RingCentral Review

Explore More

• Business Solutions
• Entrepreneurship
• Franchising
• Best Accounting Software
• Best Merchant Services Providers
• Best Credit Card Processors
• Best Mobile Credit Card Processors
• Clover Review
• Merchant One Review
• QuickBooks Online Review
• Xero Accounting Review
• Financial Solutions

Human Resources

• Best Human Resources Outsourcing Services
• Best Time and Attendance Software
• Best PEO Services
• Best Business Employee Retirement Plans
• Bambee Review
• Rippling HR Software Review
• TriNet Review
• Gusto Payroll Review
• HR Solutions

Marketing and Sales

• Best Text Message Marketing Services
• Best CRM Software
• Best Email Marketing Services
• Best Website Builders
• Textedly Review
• Salesforce Review
• EZ Texting Review
• Textline Review
• Business Intelligence
• Marketing Solutions
• Marketing Strategy
• Public Relations
• Social Media
• Best GPS Fleet Management Software
• Best POS Systems
• Best Employee Monitoring Software
• Best Document Management Software
• Verizon Connect Fleet GPS Review
• Zoom Review
• Samsara Review
• Zoho CRM Review
• Technology Solutions

Business Basics

• 4 Simple Steps to Valuing Your Small Business
• How to Write a Business Growth Plan
• 12 Business Skills You Need to Master
• How to Start a One-Person Business
• FreshBooks vs. QuickBooks Comparison
• Salesforce CRM vs. Zoho CRM
• RingCentral vs. Zoom Comparison
• 10 Ways to Generate More Sales Leads

Business.com aims to help business owners make informed decisions to support and grow their companies. We research and recommend products and services suitable for various business types, investing thousands of hours each year in this process.

As a business, we need to generate revenue to sustain our content. We have financial relationships with some companies we cover, earning commissions when readers purchase from our partners or share information about their needs. These relationships do not dictate our advice and recommendations. Our editorial team independently evaluates and recommends products and services based on their research and expertise. Learn more about our process and partners here .

How to Write an Executive Summary for a Marketing Plam

An executive summary of your marketing plan gives a brief overview of how you intend to reach your target audience and drive conversions. Here's what you should include.

Table of Contents

A marketing plan is essential when you are launching a new business or product. This plan guides your marketing activities, which can include building brand awareness, establishing your competitive advantage, growing your customer base and attracting new leads.

Marketing plans can be complex because they provide a lot of detail about your overall marketing goals and supporting activities. That’s why it’s important to also write an executive summary for your marketing plan.

What is an executive summary for a marketing plan?

As the name suggests, an executive summary provides a high-level overview of your marketing plan. Its primary purpose is to reduce complex topics and projects within your greater marketing plan to the basics and show your short-term and long-term goals. In one or two pages, it describes the key results of your marketing research and provides an overview of your brand objectives, marketing goals and related activities. 

How to write a marketing plan executive summary

The executive summary should cover the main parts of your marketing plan, as well as information about your company and brand, your products or services, the market, and your overall direction. While the marketing plan is typically written in sections separated by subheadings, the executive summary is usually written as a series of paragraphs, with each paragraph focusing on one section of the marketing plan.

Here’s how to write your executive summary and what information you should include in each paragraph:

1. Write an introduction.

Your executive summary should begin with an introduction that briefly explains what the reader can expect. It provides valuable context and will make the subsequent points easier to understand. Concisely explain the project, the purpose of your marketing plan, and the key benefits it provides to potential customers. Keep the introduction simple, short and direct.

Example : This plan is presented for XYZ Company, which sells widgets for the IT industry. We’ve created a new widget for the healthcare industry, and our marketing plan will show that we have a unique opportunity to expand into a new market.

2. Describe your company and team.

Briefly describe your business, including its history, structure, customer base and sales figures. List the main people involved with the business, including their positions and responsibilities, their respective skills and experience, and their responsibilities with respect to achieving your marketing goals . Include relevant external service providers (e.g., accountants, marketing experts and suppliers) and your company’s name, location and contact information.

Example : XYZ Company has been around since 2010 and is based in Anaheim, California. We sell widgets for the IT industry, which are designed to increase energy efficiency and reduce operating costs.

3. Outline market factors and trends.

Describe the marketplace and industry sectors in which you sell your products and services, and the main trends that affect them. List the factors that influence the market, the innovations that are taking place, and the main drivers or players involved.

Example : There are several large companies and a few smaller specialty companies that sell similar widgets to the IT industry. Innovations in this market can cause disruptions, but only when they provide significant benefits in cost savings or efficiencies.

4. Describe products or services being marketed.

Describe your products or services and explain their key features and benefits. Outline your products’ or services’ unique selling propositions to show how they differ from or are better than competitors’ offerings.

Example : We’ve created a new widget for the healthcare industry, which is outside our current market. This new product provides healthcare companies with greater efficiencies and cost savings not currently offered by existing products. Similar products exist in other industries, but there are currently no widgets designed specifically for the healthcare industry.

5. Define your customer base and related marketing activities.

Describe the key aspects of your target audience, as well as how you identify those customers. Briefly explain where you find your target customers and how you will reach them. Outline your promotional strategy, including its main objectives and related timelines. Describe your key marketing priorities and how they relate to specific business activities (e.g., entering a new market or creating new products). Explain what methods you will use to distribute your products or services.

Example : Our target market is large healthcare companies, including hospitals, clinics and manufacturers of healthcare devices. We plan to do a marketing campaign through direct sales and social media marketing. [Learn more about how to design an email marketing campaign you can include in your marketing plan/executive summary.]

6. Define any financial plans and projections.

Clearly define key financial information related to short-term and long-term marketing activities. Provide line-by-line budget details for individual activities and related metrics to determine their success.

Example : Our marketing budget for the year is $100,000, which will be spread over the following marketing activities.

7. Summarize your overall objectives and any related strategies.

Briefly describe the project’s goals and the strategies that will be implemented to achieve those goals. Conclude with a couple of sentences that will encourage the reader to review your marketing plan.

Example : We’ve developed a marketing plan that will help us to quickly reach key stakeholders in the healthcare industry and become the main provider of widgets to this market. We will use our experience in selling to the IT industry to showcase the benefits of our widget.

Additional tips for writing an executive summary

These tips should help you create an effective executive summary of your marketing plan:

Write the executive summary last.

The executive summary is a brief overview of your marketing plan. Write the complete marketing plan before you provide a summary of that plan. Once you have all of the information for your marketing plan, you can decide what’s important enough to include in the executive summary. 

Whoever reads the executive summary should come away with a complete understanding of your marketing goals. Tell your story. Explain what your company does and why you chose to do what you do. Talk about what matters to you, the people who are helping you meet your goals, and what you want to achieve with your marketing.

Take notes.

When you’re creating your marketing plan, make note of anything that stands out. This could include interesting statistics, memorable moments, key findings about your competitors, anecdotes from leadership, ideas to support promotion and newsworthy events. Check out what your favorite brands are doing, note anything interesting you’ve read in a blog or article, or recall an interesting tool or technology that you can apply to your business. These ideas can be inspiration for an engaging executive summary.

Do your research.

Your executive summary must contain key data and findings, including an analysis of the market and your competition, as well as budgetary and financial considerations. Your full marketing plan will provide more details, but the executive summary should contain important research data to get your reader interested in your marketing plan.

Watch your language.

An executive summary is a professional document, so you should write in a professional manner. However, the language should also reflect who you are as a person and as a company.

Your executive summary tells your story. What is your style? What is your audience’s style? The tone of this document should match the tone of your marketing material and your company.

Avoid clichés and hyperbole, as they come off as inauthentic and can rub readers the wrong way. Clichés tend not to match the reality of your situation, as they can overpromise on what you can actually deliver. Is your company the best in its category among all competitors? What determines “best”? Ensure any claims you make are specific and measurable.

Remember the marketing.

Keep in mind that the purpose of your executive summary is to market your business. The summary should concisely position what you’ve written in the marketing plan in a way that compels the reader to continue. Include a brief explanation of the most important and interesting information and the key takeaways that will matter to the reader. [Learn more about effective offline marketing tactics you could potentially include in your marketing plan.] 

Keep it current.

Your marketing plan should change over time, and so should your executive summary. Include any updates to your products, services or technologies, or any significant changes in your market and competition. For example, COVID-19 forced many companies to change their marketing strategies and business practices. Your executive summary should reflect the changes your company has made to its marketing plan to deal with the changes in the market.

Importance of the executive summary in a marketing plan

A marketing plan has several benefits:

• It helps you understand the needs of your target audience.
• It enables you to market your products to meet your customers’ specific needs.
• It determines what content you should produce to support your marketing efforts.
• It describes your competitive advantage and unique selling points.

The marketing plan is your guide to marketing your business effectively. The executive summary highlights the most important goals, actions and research results of your marketing plan. It is designed to grab readers’ attention and ensure they quickly understand where your business is going and how it plans to get there.

Additional reporting by Sean Peek.

Get Weekly 5-Minute Business Advice

B. newsletter is your digest of bite-sized news, thought & brand leadership, and entertainment. All in one email.

Our mission is to help you take your team, your business and your career to the next level. Whether you're here for product recommendations, research or career advice, we're happy you're here!

How To Write an Effective Executive Summary to Yield Results

By Kate Eby | April 3, 2018

• Share on Facebook
• Share on LinkedIn

Link copied

In this article, you'll learn how to craft an organized, well written executive summary the next time you have to gain the attention of a time-strapped audience.

Included on this page, you’ll find information on how to write an executive summary that wins the proposal, how to format your executive summary , an executive summary checklist , and more. 

What Is the Purpose of the Executive Summary?

An executive summary should be clear and concise (typically one to two pages long) and present the main points in a formal tone. The purpose of an executive summary is to pique the reader’s curiosity by presenting facts from the larger piece of content it is summarizing.

The executive summary can be either a portion of a business document (a business plan, project proposal, or report) or long articles and documents common in research-driven communities and academia. When crafted correctly, the executive summary provides an overview of the information and objectives in the larger document. The executive summary stands alone from the content it summarizes, and should include the essential information, the recommendations, the findings, and the conclusion of the more extensive document.

The Benefits of a Well Written Executive Summary

A well planned, well written executive summary is a valuable tool because it prioritizes the reader’s time and reduces the effort required to learn the critical aspects of the content. The summary can convey the purpose of your business plan, project proposal, product launch presentation, or sales pitch to keep the reader engaged and reading further, or empowered to take action. Even if it is the only thing your audience reads, a strong executive summary creates value for the reader as a first impression. Use the executive summary to make a business case, support a position, or tell a story. The reader should know how the subject of your content impacts them, benefits their work, their company, or their projects after reading the executive summary.  

Various industries use executive summaries as a communication tool, including healthcare, education, government, technology, real estate, finance, law, the nonprofit sector, and more. One of the benefits of using an executive summary is that it is not exclusive to one type of communication. Executive summaries show up in a variety of use cases, including the following:

Business plans

Legal briefs

Product launch plans

College campus surveys

Market research reports

Environmental studies

Project proposals

Hospital planning and evaluation

How to Write an Executive Summary

Crafting a useful executive summary requires more than simply cutting and pasting vital information from the body of your report or proposal. The executive summary may be the only part of the report your target audience reads, so you should spend the time to make it valuable.

It doesn’t have to be an intimidating process, but before you begin writing, you should ask the following critical questions:

Who depends on the information? When you write the executive summary, decide who you are targeting and the critical information that audience needs. What do they need to know to make a decision? What would they already know? Do you have a specific customer you want to reach with your message or story? Writing the executive summary with that audience in mind will make it useful because the story you’re telling about your business, project, or proposal will resonate.

What is the objective? While it’s true that an executive summary recaps essential information from the body of the content it summarizes, that is its function, not its purpose. Write the summary to your intended audience and include the crucial information that supports your objective for creating the document. What do you need the reader to understand? Is the aim to recommend change based on the results of your research? What needs to happen for the project plan to succeed based on your proposal? Let your objectives determine the content and context of your summary.  

What are you recommending? Use the executive summary to draw conclusions and make recommendations to the reader. If your report presents the need for change, recommend the actions that the body of your document supports in the summary. State the benefits of your product or service, or the solutions you provide more detail on in the proposal. Ultimately, don’t make the reader work to find out what action they need to take: Make your recommendations clear in the executive summary.

How will you make an impression? The “executive” summary earned its name from the need to get the upper management’s attention. Executives did not have the time to read every word of every document. The summary had to make an impression because it might be the only part of the material that would be read. Regardless of its origins, the principle of using the summary to make an impression on the reader is sound, as that impression might encourage the reader to keep reading or take action. Consider how you shape the message, organize the sections of your summary, or present research to stand out in a brief space.

Executive Summary Checklist

After you answer these questions and begin writing your document, refer to the following checklist as you develop the executive summary.

Download Executive Summary Checklist

What Is the Format of an Executive Summary?

Every executive summary intends to distill information to the reader upfront, so it is typically placed first in the document. (Sometimes it is a separate section of a formal business document listed in the table of contents.)

When used in a less formal manner, the executive summary is an opening paragraph, a separate one-page summary memo, or the first page of a report. For example, if your goal is to raise capital, use the executive summary like an investor profile that provides the reader the information necessary to land the meeting or get the funding, without further reading.

The format and length vary based on the purpose of the content that you are summarizing; there is no set structure to follow. Here are some formatting tips that you can use for any executive summary, regardless of the style:

Order of Appearance : Beyond the introduction, decide what sections of the summary are most important to the purpose of the document. Organize your subheadings or sections in that order. Use bullet points and plenty of spacing between the different parts of the summary to make the content more accessible to scanning eyes. By doing so, you naturally discard information better left to the body of the document, and you honor the reader’s time by prioritizing the message, recommendations, conclusions, or solutions in the longer document.  

How Much Is Too Much : Executive summaries vary in length based on the type of content they summarize or their purpose. Some recommend keeping the summary to a specific percentage of the overall document, while others advocate a set number of pages. Focus on keeping the summary brief but comprehensive, with the most important information available to the reader.

Audience Aim : The tone and language of the executive summary should match that of the target audience. Avoid using technical jargon that requires definitions, and present the information in an accessible manner based on the knowledge and expertise of your intended audience. Do not include acronyms or highlight data that need an extensive background for context, and avoid using casual, informal tones. That said, an executive summary used in internal communications will have a different tone and style than one used in external communication tools.

One-page Executive Summary Template

This template is designed to fit your executive summary on one page. Take advantage of the short sections and bullet points to keep the document concise and hook the reader with the information that will keep them reading. Organize the key points by customizing the subheadings to emphasize their importance based on your purpose for the document.

Download One-page Executive Summary Template

Excel  |  Word  |  PDF

What Are the Common Pitfalls of Executive Summaries?

When formatting and organizing the executive summary, beware of the following pitfalls that plague poorly written and poorly planned summaries:

Fact or Persuasion : Support your motives and the objective of the executive summary with the facts. If the summary is for a sales proposal or pitch deck, persuade your reader up front with data and information, not buzzwords and cliches. If the executive summary includes generalizations or opinions that you don't support within your material with market research, project examples, independent data, testimonials, etc., you risk misleading the reader. Avoid writing a summary that leads clients, policy makers, or management to an unsupported recommendation or conclusion for the sake of persuasion — instead, focus on the facts.  

Relevance Over Repetition : By nature, the executive summary is a repetitive summary of content. Therefore, only include the most relevant details — those that summarize the true purpose of the overall content. Use the rest of your business plan, research report, or client proposal to cover topics relevant background information at length. If you try to cut and paste too much information and context from your longer business or research document into the summary, the details might overshadow the impression you want to make on the reader. The background becomes the introduction, and you risk losing a reader’s attention (especially an online audience).

Consistency Is Key : The executive summary highlights the substance of the larger piece of content. Don’t feature information here that is not covered in the body of the proposal. Avoid using different subheadings to organize copy in the body of the report. For example, if you highlight “Project Milestones” in the executive summary, do not list them in a new section for “Project Goals” in the business proposal. Use the tone and language you establish in the summary throughout the material. If you target an audience without expertise in the subject matter, don’t switch to highly technical analysis in the body copy. Finally, if you cover something in the executive summary, cover it again in the report. Don’t make the reader work to learn more about something you highlighted in the summary.

Draw a Clear Conclusion : Write an executive summary that comes to a conclusion and supports your purpose for creating the document. Keep the reader’s interest in mind when you summarize a lengthy project proposal or report. Does the reader have a clear understanding of the solutions you propose? Can they identify the problems you solve? If the executive summary is the only thing they read, can they take action on your recommendations or anticipate a desired outcome based on the information you included?

Executive Summary Outline Template - PowerPoint

Use this free template to outline your next big presentation, or keep it updated as a live meeting record to keep up with your evolving internal business plans or funding needs. The slides are formatted to outline the important elements of a formal business plan summary. You can customize the slides to fit the order of importance for your content’s purpose or extend each. Use the slides as an outline to keep track of the content you want to summarize after every update or draft of the report.

‌ Download Executive Summary Outline Template - PowerPoint

What to Include in an Executive Summary

You will determine the components of each executive summary you write based on the reason for writing it and your target audience.

For example, a business plan for an external audience includes financial information and details on the size and scale of a company; startups seeking funding and investors will highlight specific financial requirements and how they impact the business strategy. Executive summaries vary in the content they cover, but here is a common framework:

Introduction : This opening statement, paragraph, or section should clearly state the document’s purpose and the content to follow. How you will use this section depends on the desired outcome for the reader or audience, who should immediately find value in the information you present. Therefore, the details included in the introduction should grab and hold the reader’s attention.  

Company Information : When writing an executive summary for an external audience, include your company name, a description of your mission or purpose, contact information, location, and the size and scale of your operations. In some cases, the summary introduces the founders, investors, and corporate leadership. It might include background information of each that outlines previous industry or startup experience, or historical context on the current state of the company. When used in a presentation or research report, introduce the team presenting or responsible for the report’s findings.

Products and Services : The executive summary is the place to highlight the problem you solve or the need you fulfill. For a report, this is where you might highlight what you researched and what the reader should know about your findings. For a project proposal, include what you’re planning to accomplish and what you need to make it successful. For marketing plans or product launch presentations, tell the reader why your service or product is relevant at this particular moment in time.

Market Analysis : The executive summary of a business plan might profile the target customer and explain the market opportunity for a product or service. Consider answering questions like: Is there a five year plan for this market? How do you anticipate growing the customer base and improving market share? What stands out from your research about your customers that the reader should know?

Competition Analysis : This section should include answers to the following questions:

What is the competitive advantage of your proposed solution or product and who or what do you compete with in this market?

What are the opportunities now and in the future?

What are the risks in your market and your product or service?

Do you have relevant experience with major competitors?

What are the future plans for growth and what obstacles do you anticipate addressing?

Financials : The executive summary might summarize key financial data that is relevant to the reader or data that supports your research. If the purpose is to secure funding, include the specific amount you are requesting. Be sure to provide context for the financial data or any number you highlight in the executive summary. This section is a great way to highlight growth, or to use metrics to provide perspective on the company.

Conclusions : Recap your findings, the problem and solution discussed, or the project and work proposed. If there is a decision the reader needs to make, be direct about it. Make the outcomes obvious, but leave enough intrigue for the rest of the content to follow.

How Do You End An Executive Summary?

Although the executive summary begins a document, it concludes so that it can stand alone from the rest of the content and still be of value. Use the conclusion to recap your findings, make recommendations, and propose solutions to the problem.

If there is a decision you want the reader to make, ask make a call to action in this section. If you are summarizing a research report, summarize the findings and the research methods used to conclude the work. Make the outcomes or recommendations visible, but leave enough out to incentivize the audience to continue reading. Close the executive summary with a strong statement or transition that sets up the theme or central message to the story you tell in the report or proposal.

What Should Be in the Executive Summary of a Business Plan?

Traditional business plans differ in context and content based on if the audience is internal or external. Both audiences benefit from some of the previously discussed elements of the executive summary (like a substantial introduction).

However, the summary of an internal business plan does not require a section that introduces management or key personnel. An external business plan targets an audience that expects to find crucial financial information in the summary. When you develop the executive summary of the business plan, determine the information to include based on the audience and purpose of the document.

Business Plan Executive Summary Template

This executive summary template is designed to get your business plan noticed and reviewed. In this scenario, you’re presenting to an external audience and therefore should include more attention to detail with a standard business plan document. Use bullet points and clear, formal language to guide the reader to the most important information about your company.

Download Business Plan Executive Summary Template

Excel  |  Word  |  PDF  | Smartsheet

You can find a variety of templates for various industries and needs by reading “Free Executive Summary Templates.”

What Should Be in an Executive Summary of a Report?

Josh Bernoff spent 20 years writing and editing reports for Forrester Research. He is an advocate of creating actionable reports that tell a story. He believes that the executive summary is crucial.

“If the report is a story, the right executive summary is the same story, written briefly,” writes Bernoff . He recommends imagining that your readers ask you questions like, “What’s the coolest stuff in this report?” and “What did you find out?” while writing the report.

“Your answer, written directly to the reader, is the executive summary,” Bernoff explains in his book.

The executive summary of a report requires vivid details that grab online readers’ attention in a hurry. According to Bernoff, the summary recaps the story you want to tell behind all the words in the report. Using this advice as a guidepost, consider including the following answers to these questions to create your report’s summary:

What is the central plot of your report?

Why is this story important?

What are the most memorable scenes (examples, data, case study results, etc.) from the different sections of the report?

How does your research address the story’s central conflict (the problem solved)?

How does your research support the story’s conclusion?

What actions does the story recommend the reader be aware of?

The executive summary of lengthy research reports — especially those used in academic articles, scientific journals, government studies, or healthcare initiatives — require additional formatting considerations and elements not found in business plans or proposals. Consider the following guidelines when developing the executive summary of a research report:

Present the sections of the executive summary in the same order as in the main report.

Do not include information or research that is not supported and presented in the body of the report.

Draw a conclusion with the executive summary that justifies the research and provides recommendations.

Use a tone and language to describe technical information that readers without advanced knowledge or expertise of the subject matter can understand.

Remember that an executive summary of a report is distinct from an abstract. Abstracts are shorter overviews of a report and are common in academia. They familiarize the reader with a synopsis of the research that is much shorter than an executive summary. You can also think of an abstract as a standalone statement that helps the reader determine if they will read on. The executive summary, by contrast, summarizes the research in a structure that includes the summary, methods, results, conclusions, and recommendations for the reader without necessarily having to read further.

Research Report Executive Summary Template

Use this template to create a synopsis of research results for reports — these will typically be longer than an executive summary for a business plan and proposal. The template is formatted to accommodate in-depth reports that need space for charts and tables to illustrate research data. It is designed to summarize technical information in a concise manner, with clear subheadings that communicate key findings to readers with various expertise and interest.

Download Research Report Executive Summary Template

Word  |  PDF

Get Funding with Your Executive Summary

Startups seeking capital investment from venture capital funds and angel investors can repurpose the executive summary from a business plan as a more concise, less formal investor profile.

This type of summary memo is stripped down and focused on the specific financial requirements and how the funding makes an impact on the business strategy. It is the perfect template to create a profile on investor platform websites like AngelList and Gust . Use the following tips to transform traditional business plan summaries into the pitch that lands you a meeting or funding:

Include the specific dollar amount you’re requesting, the purpose for the funds raised, and any relevant data such as repayment terms, collateral, equity share information, etc.

Keep the financial data simple and round to the nearest whole dollar amount.

List founders, partners, and key management personnel and highlight specific domain expertise or previous startup experience.

Describe your company’s growth plan and the proposed exit strategy.

Remove any industry buzzwords, meaningless phrases, and cliches (for example “the Uber of…,” “game-changing,” “disruptive,” “next Facebook,” “world-class,” etc.).

Mention noteworthy achievements, intellectual property, important business partnerships, or information on product development stages in test markets.

Describe work in progress and highlight relevant information about customer growth, market demand, and product development.

Startup Executive Summary Template

Transform your executive summary into an investor document with this template. It acts as a one-page pitch that serves as your company profile on investor platforms. You can repurpose this template and save it as a PDF summary memo to land future meetings with investors. For more information on business plans for startups, including free budget templates, read “ Free Startup Plan, Budget & Cost Templates .”

Download Startup Executive Summary Template

Seamlessly Track the Progress of Your Executive Summary with Real-Time Work Management in Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Take your work to the next level. See how Smartsheet can help.

Marketing Plan Executive Summary

Considering that a marketing plan is a lengthy document and people who usually read it are busy individuals, it is important to provide your potential reader a faster way to understand your composition. Consequently, the summary of your overall marketing plan is essential to be presented to your target audience so you can get their attention even if they have not fully seen the entirety of your document’s discussion. In this article, we are going to tackle the basic pieces of information about this writing. Read through to learn more.

A well-formulated executive summary for a marketing plan can help you provide a positive and strong impact that can make your marketing plan more appealing, impressive, and relevant. This is why executive summary writing is expected to be one of the skills that the individual/s who will be tasked to develop a marketing plan must-have. Here is a wide variety of market plan templates and samples you can cite:

Marketing Plan Executive Summary Template

• Google Docs

Size: A4, US

In any case that you need references and guides when developing both the content and format of the executive summary of your marketing plan, do not forget to browse through and download the marketing plan executive summary examples in PDF available in this post.

Marketing Plan Executive Summary Example

Size: 10 KB

Marketing Plan with Executive Summary Example

Size: 467 KB

What to Do Before Writing Your Marketing Plan Executive Summary?

Developing executive summary samples  is not only for the purpose of summarizing a business plan. An executive summary can also be written to provide a brief presentation or an overview of what can be expected from a marketing plan. If you want to provide an accurate and specific perception or impression about the marketing plan that you have created for your business or organization, it is highly recommended for you to come up with an effective marketing plan executive summary.

Here are some of the things that you should take note of when drafting your own marketing plan executive summary:

1. Most, if not all, businesses create a marketing plan. Hence, there are also marketing plan executive summaries that are essential to be made so that appropriate synopsis can be provided to creditors, business partners, investors, and other stakeholders that the management would like to update about the marketing plan of the organization. You may also see marketing strategy plan examples .

Even if there are existing documents that you can refer to, it is imperative for you to come up with an executive summary which is the real and exact representation of the marketing strategies , tactics, and action plans that you want to realize.

2. You have to ensure that your marketing plan executive summary is well-developed, original, and brief.

Not all businesses have the same marketing plan of action, which is why you should be knowledgeable on how to develop a marketing plan executive summary that is suitable for your business operations and the marketing activities or programs that you will execute in the future with the help of your workforce and other concerned entities. You may also like strategic marketing plan examples .

3. There are no strict protocols or regulations in terms of writing the marketing plan executive summary of the business. No matter what industry your business belongs in, the content and formulation of your marketing plan executive summary will still depend on your own decisions and rules. You may also check out business marketing plan examples .

However, it is recommended for you to create the entire marketing plan first so you can just look into its sections or areas of discussion when making the executive summary for the document.

Integrated Marketing Communications Plan Executive Summary Example

Strategic Branding Development and Marketing Plan Executive Summary Example

Size: 25 MB

How to Write an Effective Marketing Plan Executive Summary

When drafting an  executive summary for a marketing plan , you have to be careful with the details that you will present as these can affect the impression of your audience. You have to ensure that all the information that you will include in the marketing plan executive summary are updated and have undergone a series of evaluation or assessment. Aside from this, there are also other activities that can help you come up with an impressive marketing plan executive summary.

A few of the processes or things that you can do to ensure the efficiency and effectiveness of the marketing plan executive summary, as well as the completion of its content, include the following:

1. Think of your marketing plan executive summary as an elevator pitch. This means that you should build the excitement and anticipation of what is in store for the people whom you will give access to the marketing plan content .

As much as possible, cover all the key points of the marketing plan especially those sections that deal with your current marketing activities, the marketing condition that serves as your milestone margin, your marketing plans for the business, and the factors or elements that must be considered for your general action plans to be fulfilled and realized.

2. Know the purpose of the marketing plan so you can come up with a necessary and relevant executive summary. Knowing your audience and the reason why it is essential for you to create the document can make it easier to put together all the information that can make the entire marketing plan and its executive summary compelling. You may also see restaurant marketing plan examples .

As an example, there are differences when it comes to the key points that can get the attention of your investors from that of your workforce. You need to be more thorough when it comes to explaining the financial benefits of the marketing plan when presenting the document to your investors. On the other hand, you can give more importance to the operational impacts of the marketing plan when dealing with your employees. You may also like digital marketing plan examples .

3. Set the tone of the conversation. Your marketing plan executive summary is a representation of what you can offer in terms of your marketing deliverable and aspirations. With this, you have to stick to a formal language within a brief discussion. Most marketing plan executive summaries are only a page or two long which is already enough to cover all the essential functions and areas of the actual marketing plan. You may also check out personal marketing plan examples .

Simple Marketing Plan Executive Summary Example

Size: 192 KB

Digital Marketing Plan Executive Summary Example

Outlined Marketing Plan and Executive Summary Example

Size: 213 KB

What Are the Key Components in a Marketing Plan Executive Summary?

Knowing how to create an executive summary for a marketing plan can give you an easier time to make your target audience hooked into your ideas and the actual plan of action. Even if there are only a few sentences that can be read from a marketing plan executive summary, it is still important for you to understand how this document can impact the evaluation and perception of your target audience.

With this, it is imperative for you to come up with an understandable and comprehensive marketing plan executive summary. Here are the key details that are expected to be seen in a basic marketing plan executive summary:

1. Present the financial profitability and sustainability that the business can get from the marketing plan. You have to develop a pitch that can make your marketing plan’s objectives to be aligned with the vision of the business. You have to make sure that all the activities and programs that you want to execute can help the business achieve its corporate intentions and aspirations. You may also see apartment marketing plan examples .

2. Discuss all the key elements that should be present or at hand for all your general plans to be realized. Your marketing plan executive summary must contain an overview of what it would like for your marketing vision to be incorporated into the operations and activities of the business.

3. Have a bottom line. Present the marketing activities that previously worked for the business and the changes, updates, or maintenance that you will implement for your future marketing efforts and undertakings.

The marketing plan executive summary that you will come up with must have a discussion of what you can do to better the business and its operations. In this manner, you can ensure your audience that the overall content of the document is fit for the current needs and requirements of the business and its stakeholders. You may also check out event marketing plan examples .

4. Focus your discussion on what your marketing plan would like to achieve. Have a purpose that will serve as the foundation of the document.

As an example, your marketing plan executive summary may contain details about the new products that you would like to launch, the development of the operations and management of the business’s marketing department, or the full listing of the marketing tactics and strategies that you think can be very helpful to the business’s sales and market reach. You might be interested in marketing plans for bakery business examples .

This is what we mean when we say that marketing plan executive summaries different from one another—it all depends on what your business or organization would like to prioritize in terms of its marketing undertakings.

5. Provide information about your pieces of evidence or the basis of the marketing plan’s development . Your executive summary must contain a short presentation of the results of your market and competitive analysis as well as other research studies that you have conducted or immersed in to get firsthand information. Being able to do this can make your marketing plan look more credible and professional.

6. Show the results that you expect to have after the marketing plan’s usage. A marketing plan executive summary can end with the projections of the financial status of the business, the growth of market shares within various market segments, the widening of market visibility and presence, and/or the improvement of the brand and image of the business. You may also see annual marketing plan examples .

Listing down all the possible return of investments can help your marketing plan executive summary become stronger.

Comprehensive Marketing Plan with Executive Summary Example

Size: 330 KB

Executive Summary for Your Marketing Plan Guidelines Example

Size: 176 KB

Marketing Plan and Executive Summary Writing Guide Example

Size: 287 KB

Marketing Plan Executive Summary and Overall Marketing Plan Example

Size: 77 KB

Size: 33 KB

Marketing Plan Executive Summary in PDF

Marketing and Social Media Executive Summary

Size: 89 KB

Printable Marketing Plan Executive Summary

Size: 45 KB

Sample Marketing Plan Executive Summary

Tips in Making an Impressive Marketing Plan Executive Summary

Your marketing plan executive summary must be unique and based on the current marketing needs of the business. This part of your marketing plan should already be able to separate you from your competition especially when it comes to the marketing strategies that you will incorporate in your business operations. You may also see affiliate marketing plan examples .

Listed below are some of the most useful tips that can help you draft an impressive marketing plan executive summary:

1. A simple marketing plan executive summary is a formal discussion. Hence, you should select a language and presentation that is business-appropriate. For one, avoid using bullet points. Even if you are presenting different areas or sections of the marketing plan, you should still create full sentences that are aligned with one another.

2. Make sure that your marketing plan executive summary can be used as a framework of what your marketing plan is all about. You have to ensure that all the essential sections in the marketing plan are gathered together and summarized accordingly to paint an overview of the entire marketing plan picture. You may also like product marketing plan examples .

3. Discuss your current marketing condition. Your basic marketing plan executive summary should present your target audience, the environment of your market, the review of your offers, the analysis of your competitions and the channels, touchpoints, and platforms that you will use for content distribution and marketing message dissemination.

4. Do not solely rely on references, previous marketing plan executive summaries used by the business, or the templates and examples that you can download online. Maximize these items as guides and do not fully copy their content so you can create a marketing plan executive summary that is truly your business’s own. You may also check out email marketing plan examples .

Just like a business plan executive summary , your marketing plan executive summary must only contain relevant and necessary information. Limiting the content of your marketing plan executive summary can help the document become more direct to the point, precise, and concise. Develop your organization’s marketing plan executive summary now. Make the document as outstanding as possible with the help of the references and discussions that we have presented you with.

Text prompt

• Instructive
• Professional

Create a study plan for final exams in high school

Develop a project timeline for a middle school science fair.

• IT/Operations
• Professional Services & Consulting
• IT and Software Solutions
• Facilities & Maintenance
• Infrastructure & Construction

Want help from the experts?

We offer bespoke training and custom template design to get you up and running faster.

• Books & Guides
• Knowledge Base

State of Proposals 2024 Report

We’ve dug deep into our data and extracted the information that sales and marketing leaders can use to make their proposals better and boost their business.

• Book a demo
• Sign Up Free
• Product Updates

How To Write an Executive Summary (with examples)

An effective executive summary can mean the difference between a client win and the recycle bin. It's arguably the most valuable component of any business proposal , but many people get confused when it comes time to put pen to paper.

An executive summary is not actually about summarizing at all; it’s about selling. Here’s how to write a proposal executive summary that seals the deal, including the 5 key components you need and some helpful dos and don'ts.

(This article was originally published on 7/4/2017 and updated on 05/16/2023)

There is so much dissent surrounding the executive summary of a proposal— Where does the executive summary go? How long should an executive summary be? How do you format an executive summary? These uncertainties can add to the already stressful task of getting a winning proposal written, designed, and delivered to the prospective client on time. It’s time to set things straight.

What is an executive summary?

The executive summary is arguably the most valuable component of any proposal. It serves as an introduction, allowing readers to quickly get acquainted with your proposal by outlining what’s to come. It gives you an opportunity to sell your proposed solution and explain why the prospective client should choose you over the competition.

The purpose of an executive summary

First of all, the term “executive summary” needs a rebrand. The name itself speaks of stuffy suits, boring, jargon-filled reports, and boardrooms filled with cigar smoke and people ready to say no.

They can’t wait to read your executive summary.

In all seriousness, the word “summary” can be misleading, and this is the first mistake people often make when it comes to writing their executive summary. They think that the purpose of an executive summary is to explain the entire proposal in 250 words. But it’s not.

The real purpose of an executive summary is to engage your prospective client. It helps the prospect quickly decide whether they're going to read the rest of the proposal, pass it on to other decision-makers, or if it's destined for the recycle bin.

So you better make it good.

The executive summary of your proposal needs to grab the reader’s attention and pique their interest. Even though you and your team spent painstaking hours writing this proposal, selecting just the right graphics, and coming up with the best solution for your potential client’s problem, they may only read this one page and then flip to your pricing table.

That’s why this section needs to be specific and persuasive, with a focus on results and benefits of your company/product/service, rather than describing features. You can save the features for the body of the proposal.

When should you write the executive summary?

Whether you write the executive summary before or after the rest of the proposal is as contentious as the debate about the best part of a Reese’s Peanut Butter Cup: the chocolate or the peanut butter.

Some people feel that you should write the executive summary first because it can help you outline your concept and organize your thoughts for the entire proposal. That way, it acts as a guide for members of your team who are tasked with preparing sections of the proposal, ensuring that the big idea is consistent throughout, and that all necessary components are included.

Others feel strongly that you should write the executive summary after you’ve prepared the rest of the proposal because you’ve had a chance to work through the objectives and the solutions, and you’ll have a better idea of what to say and how to say it. Plus, things may have changed since you first started the proposal, so you might need to adjust your approach.

How to format an executive summary

The format of an executive summary is an important consideration that many people overlook. What do you include? How do you arrange the sections? To help you get started, here are the components of a good proposal executive summary:

The Opener: Capture their attention

You need an opener that's compelling. A way to get the potential client’s attention right away, and you do that by talking about THEM, not about you. Focus on the issue and the result, but be direct, concise, and evocative.

This is the time to hook them in — get them excited about what they’re going to read next.

The Need: We get it

Before a client hires you, they want to know that you get them. You can’t solve a problem that you don’t understand. This section of the executive summary is where you demonstrate your grasp of the situation. You could include a bit of your own research or a brief reference to your company’s experience dealing with a similar situation. You should also talk about how the client will benefit from solving the problem — what will change, the positive outcomes, the results.

Again, the focus here is on the prospect and their challenge, not on you and your company.

The Proposed Solution: We’ve got it

Now you’re in the spotlight. This section is where you talk about the brilliant solution you’re proposing and why it will work. But remember, this is just an overview. The prospect can read all the delicious details in the proposal, so keep it high level but still provide enough detail to convince them you have something specific and well thought out for them.

This section should start to provide your prospect with a sense of relief and get them excited about the result.

The Evidence: We can do it

It's time to show your stuff. Talk about why your company, your team, or your product is not only willing to take this challenge on, but how and why you're qualified to do so. Demonstrate what sets you apart and why they should choose you over the competition.

Maybe this is your niche market and you have lots of experience helping other companies with a similar issue. Maybe it’s a particular skill set your team possesses, your research, your algorithm, or your project management process. Or maybe you’ve won 27 Academy Awards for best picture, and you know you can make this a hit.

Talk about WHY you can make this a successful project and deliver results, but (broken record) keep it brief.

The Call to Action: Let’s do it

Keeping in mind that the purpose of the executive summary is to sell, it’s now time to close the deal.

Make the client feel like they have no other chance for happiness than to hire you and proves your solution is the one that will make their dreams come true.

Talk about why you want to work with them — a little flattery goes a long way — and about how, as partners, you will be successful.

Executive Summary Examples

Without further adieu, here are four (fictional) business proposal executive summary examples that will get your prospects excited to work with you.

1. Example of Ecommerce Executive Summary

Prospect: Gyuto -- Japanese chef knife brand Sender: ThinkBig -- Shopify design agency Project title: Shopify ecommerce Proposal

Gyuto sells what is arguably the coolest line of artisanal, sustainably-sourced kitchen knives in the world. They're handmade in Japan, capable of slicing tomatoes as thin as paper, and surprisingly affordable, considering the attention to detail. But as impressive as Gyuto knives are, you've got a static website that merely showcases low-res photos of your product line and requires customers to pick up the phone and place orders manually.

As you're well aware, placing orders manually is not sustainable. It’s severely limiting your potential for sales, and it's negatively affecting the way your customers perceive and experience the Gyuto brand. You need an ecommerce store so that customers can easily buy products from you directly at any time, from anywhere, however they want. This is the only way to grow your business online.

Lucky for you (and 1,000,000 other retailers around the world) there's Shopify. Shopify is an awesome hosted ecommerce app that empowers retailers with an easy-to-use, easy-to-manage, customizable online store and secure checkout. Shopify gives you control over the look and feel of your store and allows you to add products, manage inventory, track sales, and more. It's hassle-free ecommerce that allows you to focus on other aspects of your business.

We'll focus on implementing Shopify and leveraging its features to help drive Gyuto revenue and improve your customer experience. We'll also include powerful search and categorization so customers can easily and quickly find what they're looking for. We use best practices so that product pages convert users to add more items to their shopping cart. And then, most importantly, we’ll guide people down the conversion funnel to complete the checkout process. With this solution, we aim to grow your monthly sales by 50% within the next six months.

Here at ThinkBig, we're proud to be Shopify experts. That means we're among an elite group of developers who have been trained and approved by Shopify to help businesses like yours grow their online presence. Our Shopify status only enhances our already extensive knowledge of ecommerce trends, functionality, customer behaviour, and design. We've helped many businesses transform underperforming sites to an all-out sales boom just by improving their online shopping experience.

We love working with companies like Gyuto. Those who embrace the changes required for growth while still honouring their brand values and customer loyalty. With this attitude, a partnership with ThinkBig can transform Gyuto from mom and pop shop to family-run global online enterprise in a way that is manageable, sustainable, and profitable. We've done it for superstar brands like Dollar Shave Club, and for soon-to-be star brands like Rum Runners Rum Cake Factory.

If you're ready to increase your monthly sales by 50% in 6 months, we're ready to take you there. This proposal outlines in more detail how we'll do it, and what you can expect along the way. But your biggest expectation should be one of success.

As you can see, ThinkBig addresses all five aspects of a winning executive summary. They focus on the client with the opener, identify the prospect's need in the second paragraph, offer a solution with evidence to back it up, and include a clear call-to-action. While this sample executive summary is on the longer side, it tells the prospect exactly why ThinkBig is right for the job before they even get to the meat of the proposal.

2. Example of Marketing Executive Summary

Prospect: Pete’s Pizzeria -- Toronto pizza restaurant Sender: uGrow -- Social media marketing agency Project title: Social Media Marketing Proposal

Pete’s Pizzeria has been our favorite restaurant since the very first day we moved our offices to Toronto. The crispy-yet-fluffy crust is to die for, the sauce is otherworldly, and don’t even get us started on that fresh buffalo mozzarella you use. Surely this isn’t the first time you’re hearing this, but we have a feeling that you don’t hear it often enough. We noticed that you don’t have much of a social media presence, which is unfortunate because we think that everyone in the city should be lining up to eat at Pete’s Pizzeria.

If you weren’t already aware, social media is one of the most effective ways to expand your reach and grow your business. Without it, you’re leaving a giant, untapped pool of potential customers on the table and you risk losing existing, hungry customers to other restaurants that they follow. What you need is a social media marketing strategy to showcase your delicious restaurant in order to increase sales and customer loyalty.

Fortunately, uGrow can help. We’ll leverage Instagram, Twitter, and TikTok to get your name out to millions of users. Here’s how: First, we’ll get you set up on each of the platforms and work with you to establish the Pete’s Pizzeria brand and voice. Then, we’ll take some stunning pictures of your food and write captions with trending hashtags. After that, we’ll create a consistent content calendar and posting schedule to maximize engagement. And to top it all off, we’ll manage all of the accounts to grow follower counts and increase traffic to your website. With this approach, we expect to increase your sales by 25% before year end.

At uGrow, we specialize in helping small, Toronto restaurants like Pete’s Pizzeria reach their full potential and grow their business. We’ve worked with over 75 restaurants across the city and throughout the GTA, and every one of our clients saw an increase in sales within three months of us taking over their social media. We’ve had several posts go viral, which resulted in our clients’ restaurants being completely sold out for the following weeks. All this to say: we love Pete’s Pizzeria and want to help you get the attention you deserve.

If you’re interested in increasing your sales by at least 25% by the end of the year, we can make it happen. This proposal goes into more detail on how exactly we plan to execute on your social media marketing strategy, and what you can expect once we start. Let’s get Pete’s Pizzeria trending.

In this sample executive summary, uGrow does a great job at playing to Pete’s Pizzeria’s pain points (whew!), and offers specific solutions and outcomes to build credibility with the prospect. uGrow also makes a great use of social proof to demonstrate its effectiveness with evidence from past clients.

3. Example of Cleaning Services Executive Summary

Prospect: ELC Holdings -- Property management company Sender: CLEAND -- Commercial cleaning services company Project title: Cleaning Services Proposal

With over 15,000 rentals in 3 states, ELC Holdings is one of the biggest property management companies in the midwest. Your growing portfolio of residential and commercial properties is seriously impressive, but we heard you could use some help keeping your commercial spaces in good shape. As people begin to return to the office, it’s essential that your properties are clean, safe, and compliant to public health guidelines.

As you know, maintaining commercial spaces is no walk in the park. It takes a lot of time and effort to clean even one floor, let alone 4. And that’s just one of your many buildings. But now more than ever, it’s important that your spaces are well-maintained so that your tenants feel safe and secure. It’s not an easy task, especially if you lack the staff and equipment. This is why you need commercial cleaning services.

Having spent over 25 years in the cleaning services industry, we’ve built an experienced team and an arsenal of cleaning equipment that will leave your building absolutely spotless. We offer daily, weekly, and biweekly cleaning arrangements to ensure that your buildings are always in perfect shape for your tenants. From the carpets to the ceilings and everything in between, we can help you clean and sanitize every last corner of your properties so you can rest assured that your tenants are happy.

CLEAND specializes in commercial cleaning services, and has worked with over 200 businesses across the Midwest. We currently have contracts with the United Center and the Auditorium Building in Chicago, and haven’t had a single complaint in the 10 years they’ve been using our services. We provide consistent, reliable results, and stand by our commitment to quality. In fact, if you aren’t happy with our services, we’ll pay the first month’s bill if you switch to another cleaning services company.

ELC Holdings is one of the biggest property management companies in the Midwest, and CLEAND is one of the best cleaning services companies in the area. What do you say we join forces? This proposal outlines how our services could benefit your company, and details what to expect if you choose to seize this opportunity.

This sample cleaning services executive summary immediately highlights the prospect’s pain points and explains why CLEAND is uniquely positioned to help relieve them. It incorporates all five components of a well-written executive summary and even highlights different service offerings before the prospect digs into the solutions section of CLEAND’s cleaning services proposal .

4. Executive Summary Template Example

Here's an example of an executive summary made using a customizable proposal template from Proposify's gallery.

Of course every executive summary needs to be tailored to your specific project, your potential client's needs, and your brand voice. But if you're looking for more inspiration, we have many other business proposal templates that you can customize yourself.

Executive summary tips: The Do’s and Don’ts

Some other important points and guidelines to keep in mind when writing your executive summary:

Do: use a template for your executive summary Getting started is the hardest part of writing a proposal executive summary. If you’re struggling to get the ball rolling, consider using a business proposal template that includes a sample executive summary. This can help ensure that you cover everything an executive summary should include.

Don’t: make it too long

Some people recommend that the executive summary should be 10% of your entire proposal, but it’s best if you try to keep it to one page, two tops if it’s a larger proposal. Be mindful that if you’re working on an RFP, they may already set out a particular length limit, so you’ll want to stick to that.

Don’t: use jargon

This rule applies to everything but is especially important when writing proposals. Jargon can act as a smokescreen to mask the fact that someone doesn’t really know what they’re talking about, or it can confuse people if they’re not familiar with the same terms.

Don’t: use overly technical language

Unless you are absolutely sure that the only person who will read the executive summary is an engineer or a developer or someone who will understand exactly what you’re talking about, don’t get too technical. In some situations, you may need to reference certain details, but remember that this is a persuasive document—sell the benefits, not the features. Save the tech stuff for the proposal.

Don’t: talk about your company history

The history of your company does not belong in the executive summary. After all, the executive summary is about your prospective client, not about you. However, if it is appropriate and relevant, put it in the body of the proposal under “About Us” or something.

Do: focus on your prospective client

Think about what they want to know, not what you want to tell them. Like any piece of copy, you need to write for your audience, so make sure you think about them; what turns them off and what turns them on.

Do: mention your potential client’s company name

People like to hear their names and the same holds true for businesses. Make sure you reference your prospect’s full company name several times in the executive summary, so they feel like you’re focused on them.

Do: use plain language

The regular rules for writing apply to executive summaries. Use simple, short sentences that are clear and can be understood at almost any reading level, especially if you might be writing for people whose first language is not English. Don’t be pretentious - you’ll come off like an ass. Be concise, and be persuasive. Here are some more writing tips for writing an effective business proposal .

Do: proofread and edit

This probably goes without saying, but you really, really don’t want any typos in your executive summary. Get more than one set of eyes on your document before it goes out, and preferably someone who wasn’t involved in its creation.

We hope this executive summary guide will help turn your ho-hum executive summaries into wicked pitches of excellence. Remember to be persuasive, not pedantic. And if anyone has a suggestion on a new name for executive summary, bring it on.

Director of Communications @proposify. Channeling Maria Von Trapp, Queen Elizabeth II, and my taxi-driving, yard-sale-obsessed grandmother. Professional word nerd and unapologetic disciple of the Oxford comma. Connect on LinkedIn

Subscribe via Email

Related posts.

Subscribe via email

How to Write an Executive Summary Execs Can't Ignore [+ 5 Top Examples]

Updated: May 30, 2024

Published: December 11, 2018

Early in my career, I was intimidated by executive summaries. They sounded so corporate and formal. But, proper name aside, they’re really just the elevator pitch or the TL;DR (too long, didn’t read) of a document.

Writing an executive summary is an important leadership skill, whether you're an entrepreneur creating a business plan or a CEO delivering a quarterly report.

So, let’s sharpen that skill.

What is an Executive Summary?

An executive summary is a brief overview of a longer professional document, like a business plan, proposal, or report. It's commonly at the beginning of a document and aims to grab a reader’s attention while summarizing critical information such as the problem or opportunity being addressed, objectives, key findings, goals, and recommendations.

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don't have to read the entire thing.

Think of it like the SparkNotes of the business world.

Documents that frequently have an executive summary include:

• Business plans
• Research reports
• Project proposals
• Annual reports

How does it differ from other business statements? Let’s compare.

Free Executive Summary Template

Use this executive summary template to provide a summary of your report, business plan, or memo.

• Company & Opportunity
• Industry & Market Analysis
• Management & Operations
• Financial Plan

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That’s where an executive summary comes in handy.

Note: Need help putting together your business plan? We’ve got a template for you.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.

3. ClickUp: Product Update Release Notes

Now, I know this article is about writing an executive summary, but I love ClickUp’s unique approach with its product release notes videos.

This digital report from research firm McKinsey Global Institute features an executive summary titled “At a Glance.”

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.

It’s compelling, easy to digest, and makes it easy to jump into the full report with download links.

5. UN: World Economic Situation and Prospects 2024

Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN) , clocking in at 16 pages.

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.

The executive summary highlights the report’s largest conclusions with headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected (something the reader will likely be most interested in).

The tone and visual design are both formal, which matches the esteem of the United Nations. Overall, this executive summary does an admirable job of making the report's information more approachable.

Make your executive summary memorable.

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digest language. If you can, get visual.

An executive summary should be concise, but also memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

Related articles.

The Best AI Tools for Ecommerce & How They'll Boost Your Business

18 of My Favorite Sample Business Plans & Examples For Your Inspiration

23 of My Favorite Free Marketing Newsletters

The 8 Best Free Flowchart Templates [+ Examples]

What is a Business Plan? Definition, Tips, and Templates

7 Gantt Chart Examples You'll Want to Copy [+ 5 Steps to Make One]

20 Free & Paid Small Business Tools for Any Budget

Maximizing Your Social Media Strategy: The Top Aggregator Tools to Use

The Content Aggregator Guide for 2024

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

WTO / Business / Proposals / 31 Executive Summary Examples (Guide + Free Templates)

31 Executive Summary Examples (Guide + Free Templates)

A well-crafted business proposal should grab the reader’s attention immediately and make them want to read your entire business plan; this is because there are instances where investors or sponsors make an early judgement and decision based on your business plan. Therefore, it is mandatory to write a great executive summary. By definition,

An executive summary is a synopsis and/or a brief introduction of your business strategy .

It helps to describe your business, the problems identified in the market and the possible solutions your business will provide, your target audience, and the business’s financial highlights. Moreover, this summary highlights the important sections and information in the main business plan document to the readers. 

Therefore, if you are planning on impressing your potential investors or sponsors, it is necessary that you craft a perfect summary that not only helps you over the investors but also highlights the key information contained in the rest of the proposal.

Notably, it can also be used in an already established organization. The executive summary plays a huge role in the formulation and presentation of a new strategic plan or a yearly operations scheme by emphasizing on the important points that are contained in the overall proposal.

Free Templates

Executive Summary Format

Most businesses will have different business plans. Therefore, your summary will heavily rely on the purpose of your business objectives.

Here is a basic format for any executive summary:

• Introduction– Your introduction should be direct to the point. It should state and describe the main purpose of the summary.
• Need– It is mandatory to identify a need or a problem in the market that your proposal will solve; this will help capture the attention of the investors or sponsors into reading or considering your business proposal.
• Solution– Once you have identified a problem, provide an implementable and working solution. By doing this, the investors will be interested in reading more of your summary. As a result, this will boost your credibility.
• Proposal– Provide the investors with the idea of what your business is all about. The this summary should pinpoint a problem in the current market and highlight the best solutions to those problems.
• Conclusion– provide a short and informative conclusion; this will help you leave an impression and urge the investors to read more. In most cases, this part is always a paragraph in length. 

Writing an Executive Summary

It is important to have the potential investors and stakeholders in mind when you are developing an executive summary; this is because most of them will want to get a detailed overview of your business proposal.

Therefore, you will have to break down the business plan into several detailed paragraphs to explain your business plan’s main points extensively.

Executive summary for a startup business

The main aim of those intending to set up a new business is to acquire the startup capital. Therefore, regardless of how you get the finances, it is necessary to make a great impression for your business by writing and capturing captivating information in your summary.

Below is how you can write this summary for startup businesses :

• Discuss the business opportunity– To start with, provide a summary of the problem your business is intending to solve in the current market. It is important to briefly elaborate to the investors the problem you have identified and propose the best ways that you think your business will solve them. Ensure that your business description is clear and straight to the point to avoid boring your potential investors.
• Tell how your startup will take advantage of that opportunity– Clarify how your business will influence and improve the market. It is necessary that you provide strategies and ways in which your business will help in solving the problem that you have identified in the market. Additionally, identify the resources that you require in order to adequately solve the identified problem.
• Explain your target market– Describe your target audience in detail. It is obvious that no matter how good your business proposal is, without an appropriate market, the idea is considered useless. Therefore, introducing your target audience to your investors is really important. It is necessary for them to understand who you are targeting, their needs, and how to get to them.
• Clarify the business sales and marketing– Explain the marketing strategies you will employ when running your business. Any business striving to build its reputation and retain its relevance in the market has to employ sales and marketing strategies that will propel their sales. Therefore it is mandatory to ensure that you brief your investors on the marketing and sales tactics that will help your business proposal become a reality and beneficial at the same time.
• Discuss your business model– Give a rough idea of the products and services you will offer and why they will attract your target market . In this stage, you will show and explain to your potential investors the plans that you have that will make your business a success. Without a concrete business model, most investors will disregard your proposal. Therefore, you will have to provide the investors with your revenue plan, your vision and mission and introduce your team.
• Provide a financial analysis – Briefly provide and explain your financial strategies. The financial information you provide in your summary will be a way to find out the level of interest of the investors. Therefore, highlight your current financial state, the financial support that you need, and the profit margin your business is likely to generate. While doing this, keep in mind what is as stake.
• Describe your management team– Give a brief description of your team, their qualities, and skills. Explain why you chose them and the value they will add to your business. A qualified team will make it easy for the business to grow and gain relevance in the market. Presenting a well-trained and qualified manpower to the investors will help you win them over with ease.
• Provide an implementation plan– Provide the key steps on how you and your team will take the business idea and create an actual business out of it. In most cases, the investors are interested in knowing how the business proposal will be actualized. It is important to have a well-organized and workable implementation plan that will oversee the birth of a successful business.

Executive summary for established business

An executive summary’s main aim in this stage is to highlight the organization’s accomplishments, development plans, marketing strategies, etc.

• State the company’s mission – State and explain the main objective of the business.
• Provide some company information– Briefly describe what the organization does, its location, the number of employees, the products and services it offers, its geographical location, and its statistics.
• Highlight the achievements– Provide a brief history of the organization, the growth of the business over the years, show who your regular and potential clients are, the profits you make, and the market share you own.
•  Include a financial summary– Briefly show how the business earns its profits, how it spends the earned revenue, and its investments; this may prove very important, especially when applying for a loan .
• Describe the company’s future goals– What is the company planning to achieve in the near future. Show who the key players are in this plan and who is targeted by this plan.

Executive summary for marketing proposal

The main aim of a marketing proposal is to allow the potential clients to see beyond the marketing strategies employed and the finances involved in the whole plan. The main purpose is to see how the business will turn out.

Additionally, the summary will provide the client with what to expect both from the business and working with you.

Below are the steps to be followed when preparing an executive summary for a marketing proposal:

• Introduction– Provide a brief explanation of what the project is all about and the main objective of the marketing plan .
• Company information– Give a summary of the company’s history, its objectives, its structure, and the clients it targets and serves.
• Project management team– Provide information of all the key individuals in the management team, their qualities, skills, and the role they play in realizing the organizational goals.
• Market analysis– Briefly describe who you are selling to, the marketing strategies you employ, the current trends in the market, what is influencing these trends, and how they affect your reputation and credibility.
• Products and services– Describe the Unique Selling Propositions (USPs) for the products and services you are offering. Moreover, provide an analysis of the competitive advantage they bring to the organization.
• Marketing strategy– Point out and describe who your potential clients are and how to meet and satisfy their demands easily.
• Financial planning and projections– Provide a brief financial statement that breaks down both the long and short-term financial and marketing activities. Additionally, it will provide data on the prospected budget and the projected Return on Investment (ROI).
• Goals– Break down the aims of the advertising promotion and the approaches that will lead to the business’s success.

Executive summary for a report

Another important use of the executive summary is as a prologue for a report. In this case, this summary will provide you with a breakdown of the information found in the report. It includes the objective, methodology, and major findings of the report.

With this summary, you as the reader can establish and understand what is in the report before even reading the actual report.

Below are the steps that you can use to write an executive summary for a report:

• Write an opening statement– You should provide a short but detailed background on the scope of the report. In this phase, you will be required to briefly introduce and explain the subject covered in the report. By doing this, the reader will have an idea of what the full report is all about.
• Explain the purpose of the research– Point out the objectives of the study you have discussed in the report. This step will succinctly point out the main purpose of the report by highlighting the main objectives of the report.
• Highlight the methodology– Here, discuss the methods that have been used in the report to gather data and the analysis techniques employed. You will be required to point out all the methods that you used to gather data and show what you used to examine the collected data.
• Outline the key findings– When it comes to key findings, elaborate on the outcome of your study and the major takeaways that you would like your readers to know. Additionally, break down the findings in such a way that you only highlight the key points; this will make it easy for the readers to relate and understand what your report is talking about.
• Describe your recommendations– Write the recommendations you made in the report, and you can also add some justifications of the points you have made. In order to justify your points, it is necessary that you provide a brief elaboration of what your future recommendations are depending on the subject that you have covered in your report.

Supplementary Topics to Cover

These are extra details that your summary might need to cover or have as you prepare it.

Evidence of early success

In case you are a young business and are preparing a business plan, you may need to provide evidence of traction in your summary. This involves surveys from customers and sales numbers. You do not have to write much, but evidence of early success is proof enough to show that your business is doing well.

Evidence of early success also shows that your products, business type, and your research about the market are well-established.

Future milestones

It may also be wise to include what your business hopes to achieve in the future in your summary. Businesses with complex structures like drug companies may benefit by writing their plans or milestones in their summary.

You will need to mention your future agendas and establish where you are currently and how you plan to move further forward.

Evidence of financial stability

This is necessary when you want a loan from a bank or any other financial institution. In your summary, the bank might need evidence of financial stability like your finances, your money history, and assets before offering you a loan.

Do’s and Don’ts to Consider

Just like most documents, there are things to do and things not to do when writing them. For you to write an effective executive summary , here are some things you should observe. Stick to the do’s and steer clear from the don’ts to have a successful summary.

Do: Write a shining intro paragraph.

An executive summary is somewhat lengthy, and your potential client might not read the whole proposal. Therefore, you need a strong and shining introduction that will get the client’s attention and trigger him/her to read your summary.

A powerful introduction paragraph will ensure that even though the client decides to skim through your summary, he/she will still spot evidence of your confidence, skills, and abilities as you sell him/her your ideas.

Don’t: Steer clear of sweeping generalizations or false information.

Avoid all repetitive and overused statements. Do not use cliché statements. Try to use creative, unique, and honest information. Professional work makes the client excited and attracted to the plan of your executive summary. 

Do: Provide a thoughtful aim to your audience.

After a powerful introduction , focus on tailoring your summary to address the client’s specific needs and issues. Try and offer well-researched and detailed information that directly addresses your client for you to grasp and keep their attention.

Even if you choose to use a template, ensure you edit it so that the client can relate to your work.

Don’t: Do not get technical.

Avoid in-depth explanations and technical language. Such language will not be able to grab your reader’s attention. Use simple language that will be attractive to the client and will push the client to read the whole summary.

Do: Offer up an identifiable goal.

Clients are mostly interested in the end goal or solutions more than their problems and how you plan to solve them. They appreciate what your results will be. You can focus on the returns or profits the client will make your executive summary more interesting.

Clients focus on the benefits they will achieve; hence, if you want your summary to be attractive enough for them, research the potential gains they will achieve.

Don’t: Do not get carried away

It might be exciting to write an executive summary. However, do not get carried away when writing one. Try and summarize your ideas in a way that captures the attention of your readers. A one-page summary might be more comprehensive than a 20-page one.

Do: Pay close attention to detail.

Avoid mistakes in your summary. Try and focus on the details of your proposal correctly. Ensure you check and edit any errors in your summary before you submit it. Any mistakes might make you look unprofessional and might not get your summary approved. 

Don’t: Do not leave it till last.

Most of us might have been told that it is way easier to write an executive summary after finishing your report. However, do not be tempted to write your summary as the last thing. Write your summary first to avoid having to re-write new points that might emerge. This summary will act as a map and guide you as you make the actual report.

Do: Leave your company history in the past.

Mentioning your previous successes in your summary is not an issue. In fact, it helps to lure potential clients into being actual clients. However, an executive summary is not a place for you to start explaining your business’ or company’s history. Get straight to defining the problem, stating the goal, identifying the issues, and state the solutions. And by doing this, you save your and the client’s time.

Quick Tips for Your Executive Summary

Here are some professional tips that will help you in not only writing this summary but also representing it in front of the investors.

Writing tips

• As you prepare to write an executive summary, think of it as a pitch. It should be attention-grabbing and still powerful.
• Ensure you avoid writing your summary last to ensure you do not waste time changing your whole report in case of new content.
• Have a brief and precise summary . You do not want to bore your client even before he/she reads your full report.
• This summary should be simple. Avoid jargon and technical language.
• Ensure you prioritize your sections based on the importance and strength of the information
• You can also use your executive summary for your summary memo . Since this summary is a brief breakdown of what is in a report, it can be used as a summary memo which also serves the same purpose but is shorter.
• Try to view different summary examples and templates before writing to make it easier. Through that, you will learn different formats and details that you need to write a proper executive summary.

Investor seeking tips

• Prepare a proper executive summary as investors tend to use them to screen for opportunities.
• Remember that investors always require a full business plan to complete due diligence as they review their candidates. A properly written summary will ensure you have a full business plan.
• When writing for investors, ensure you briefly mention your previous experience or industry expertise.
• Inform the investors of the amount of money you intend to raise and inform them how you plan to spend it in your summary.
• Investors would like to understand your exit strategy for them to know when they can get their shares and sell them to get a return.
• Convince the investors to believe in you through your summary. Be persuasive with your facts.
• Save your time and that of the investors by avoiding clichés and obvious statements.

Tips for bank loans

• Ensure you outline your personal net worth if you are to secure a loan from the bank easily. The bank will need proper collateral before you can secure a loan.
• A bank appreciates honesty and transparency when it comes to your financial history and bankable assets. 
• Ensure you provide evidence of your potential stability and longevity for them to determine their exit strategy after a while.
• Banks do not like taking risks when it comes to loaning a business. Ensure you have a properly written summary that establishes your funds and stability.

Frequently Asked Questions

An executive summary should be a full rundown of the whole report. The general rule is that it should be about 7% of the length of the whole document.

The executive summary is the first part of the report, even before an introduction but after the table of contents. It summarizes the entire document, and one can get the gist without reading the whole report. On the other hand, the introduction does not provide a summary but states a brief explanation of what will be found in the report. Also, an executive summary is always longer than the introduction.

If you are writing an executive summary for outsiders, then it is necessary to have one. If your business plan is for internal use, then you do not need to write an executive summary.

Final Words

An executive summary is a document that is used for business purposes. You write it to summarize the synopsis of your business strategy. You should not write a very lengthy executive summary. Make it concise and use simple language which will grab the client’s attention. Whether for a report, a marketing proposal, or a young or established business, an effective executive summary should be powerful and observe the stipulated format. You can download our free Executive Summary Templates today and get yourself a creative and unique executive summary.

About This Article

Was this helpful?

Great! Tell us more about your experience

Not up to par help us fix it, keep reading.

Business , Reports

Free briefing note templates and examples (guide + tips).

Employment , Human Resource

How to write an employee work statement (14 examples).

Business , Proposals

14 simple scope of work templates (word) | free downloads.

22 Free Policy Brief Templates & Examples

Business , Statements

Free billing statement templates (excel, word, pdf).

How to Write a Business Case (20 Free Templates & Examples)

Business , Proposals , Reports

14 Best Balance Sheet Templates for Excel

Analysis , Business

How to do a requirement analysis (with examples).

Free Decision Tree Templates | PowerPoint

Business , Log Sheets

Free decision log templates (for excel, word, pdf).

Business , Planners

12 free construction schedule templates for excel, thank you for your feedback.

Your Voice, Our Progress. Your feedback matters a lot to us.

• USC Libraries
• Research Guides

Organizing Your Social Sciences Research Paper

• Executive Summary
• Purpose of Guide
• Design Flaws to Avoid
• Independent and Dependent Variables
• Glossary of Research Terms
• Reading Research Effectively
• Narrowing a Topic Idea
• Broadening a Topic Idea
• Extending the Timeliness of a Topic Idea
• Academic Writing Style
• Applying Critical Thinking
• Choosing a Title
• Making an Outline
• Paragraph Development
• Research Process Video Series
• The C.A.R.S. Model
• Background Information
• The Research Problem/Question
• Theoretical Framework
• Citation Tracking
• Content Alert Services
• Evaluating Sources
• Primary Sources
• Secondary Sources
• Tiertiary Sources
• Scholarly vs. Popular Publications
• Qualitative Methods
• Quantitative Methods
• Insiderness
• Using Non-Textual Elements
• Limitations of the Study
• Common Grammar Mistakes
• Writing Concisely
• Avoiding Plagiarism
• Footnotes or Endnotes?
• Further Readings
• Generative AI and Writing
• USC Libraries Tutorials and Other Guides
• Bibliography

An executive summary is a thorough overview of a research report or other type of document that synthesizes key points for its readers, saving them time and preparing them to understand the study's overall content. It is a separate, stand-alone document of sufficient detail and clarity to ensure that the reader can completely understand the contents of the main research study. An executive summary can be anywhere from 1-10 pages long depending on the length of the report, or it can be the summary of more than one document [e.g., papers submitted for a group project].

Bailey, Edward, P. The Plain English Approach to Business Writing . (New York: Oxford University Press, 1997), p. 73-80 Todorovic, Zelimir William and Marietta Wolczacka Frye. “Writing Effective Executive Summaries: An Interdisciplinary Examination.” In United States Association for Small Business and Entrepreneurship. Conference Proceedings . (Decatur, IL: United States Association for Small Business and Entrepreneurship, 2009): pp. 662-691.

Importance of a Good Executive Summary

Although an executive summary is similar to an abstract in that they both summarize the contents of a research study, there are several key differences. With research abstracts, the author's recommendations are rarely included, or if they are, they are implicit rather than explicit. Recommendations are generally not stated in academic abstracts because scholars operate in a discursive environment, where debates, discussions, and dialogs are meant to precede the implementation of any new research findings. The conceptual nature of much academic writing also means that recommendations arising from the findings are distributed widely and not easily or usefully encapsulated. Executive summaries are used mainly when a research study has been developed for an organizational partner, funding entity, or other external group that participated in the research . In such cases, the research report and executive summary are often written for policy makers outside of academe, while abstracts are written for the academic community. Professors, therefore, assign the writing of executive summaries so students can practice synthesizing and writing about the contents of comprehensive research studies for external stakeholder groups.

When preparing to write, keep in mind that:

• An executive summary is not an abstract.
• An executive summary is not an introduction.
• An executive summary is not a preface.
• An executive summary is not a random collection of highlights.

Christensen, Jay. Executive Summaries Complete The Report. California State University Northridge; Clayton, John. "Writing an Executive Summary that Means Business." Harvard Management Communication Letter (July 2003): 2-4; Keller, Chuck. "Stay Healthy with a Winning Executive Summary." Technical Communication 41 (1994): 511-517; Murphy, Herta A., Herbert W. Hildebrandt, and Jane P. Thomas. Effective Business Communications . New York: McGraw-Hill, 1997; Vassallo, Philip. "Executive Summaries: Where Less Really is More." ETC.: A Review of General Semantics 60 (Spring 2003): 83-90 .

Structure and Writing Style

Writing an Executive Summary

Read the Entire Document This may go without saying, but it is critically important that you read the entire research study thoroughly from start to finish before you begin to write the executive summary. Take notes as you go along, highlighting important statements of fact, key findings, and recommended courses of action. This will better prepare you for how to organize and summarize the study. Remember this is not a brief abstract of 300 words or less but, essentially, a mini-paper of your paper, with a focus on recommendations.

Isolate the Major Points Within the Original Document Choose which parts of the document are the most important to those who will read it. These points must be included within the executive summary in order to provide a thorough and complete explanation of what the document is trying to convey.

Separate the Main Sections Closely examine each section of the original document and discern the main differences in each. After you have a firm understanding about what each section offers in respect to the other sections, write a few sentences for each section describing the main ideas. Although the format may vary, the main sections of an executive summary likely will include the following:

• An opening statement, with brief background information,
• The purpose of research study,
• Method of data gathering and analysis,
• Overview of findings, and,
• A description of each recommendation, accompanied by a justification. Note that the recommendations are sometimes quoted verbatim from the research study.

Combine the Information Use the information gathered to combine them into an executive summary that is no longer than 10% of the original document. Be concise! The purpose is to provide a brief explanation of the entire document with a focus on the recommendations that have emerged from your research. How you word this will likely differ depending on your audience and what they care about most. If necessary, selectively incorporate bullet points for emphasis and brevity. Re-read your Executive Summary After you've completed your executive summary, let it sit for a while before coming back to re-read it. Check to make sure that the summary will make sense as a separate document from the full research study. By taking some time before re-reading it, you allow yourself to see the summary with fresh, unbiased eyes.

Common Mistakes to Avoid

Length of the Executive Summary As a general rule, the correct length of an executive summary is that it meets the criteria of no more pages than 10% of the number of pages in the original document, with an upper limit of no more than ten pages [i.e., ten pages for a 100 page document]. This requirement keeps the document short enough to be read by your audience, but long enough to allow it to be a complete, stand-alone synopsis. Cutting and Pasting With the exception of specific recommendations made in the study, do not simply cut and paste whole sections of the original document into the executive summary. You should paraphrase information from the longer document. Avoid taking up space with excessive subtitles and lists, unless they are absolutely necessary for the reader to have a complete understanding of the original document. Consider the Audience Although unlikely to be required by your professor, there is the possibility that more than one executive summary will have to be written for a given document [e.g., one for policy-makers, one for private industry, one for philanthropists]. This may only necessitate the rewriting of the introduction and conclusion, but it could require rewriting the entire summary in order to fit the needs of the reader. If necessary, be sure to consider the types of audiences who may benefit from your study and make adjustments accordingly. Clarity in Writing One of the biggest mistakes you can make is related to the clarity of your executive summary. Always note that your audience [or audiences] are likely seeing your research study for the first time. The best way to avoid a disorganized or cluttered executive summary is to write it after the study is completed. Always follow the same strategies for proofreading that you would for any research paper. Use Strong and Positive Language Don’t weaken your executive summary with passive, imprecise language. The executive summary is a stand-alone document intended to convince the reader to make a decision concerning whether to implement the recommendations you make. Once convinced, it is assumed that the full document will provide the details needed to implement the recommendations. Although you should resist the temptation to pad your summary with pleas or biased statements, do pay particular attention to ensuring that a sense of urgency is created in the implications, recommendations, and conclusions presented in the executive summary. Be sure to target readers who are likely to implement the recommendations.

Bailey, Edward, P. The Plain English Approach to Business Writing . (New York: Oxford University Press, 1997), p. 73-80; Christensen, Jay. Executive Summaries Complete The Report. California State University Northridge; Executive Summaries. Writing@CSU. Colorado State University; Clayton, John. "Writing an Executive Summary That Means Business." Harvard Management Communication Letter , 2003; Executive Summary. University Writing Center. Texas A&M University;  Green, Duncan. Writing an Executive Summary.   Oxfam’s Research Guidelines series ; Guidelines for Writing an Executive Summary. Astia.org; Markowitz, Eric. How to Write an Executive Summary. Inc. Magazine, September, 15, 2010; Kawaski, Guy. The Art of the Executive Summary. "How to Change the World" blog; Keller, Chuck. "Stay Healthy with a Winning Executive Summary." Technical Communication 41 (1994): 511-517; The Report Abstract and Executive Summary. The Writing Lab and The OWL. Purdue University; Writing Executive Summaries. Effective Writing Center. University of Maryland; Kolin, Philip. Successful Writing at Work . 10th edition. (Boston, MA: Cengage Learning, 2013), p. 435-437; Moral, Mary. "Writing Recommendations and Executive Summaries." Keeping Good Companies 64 (June 2012): 274-278; Todorovic, Zelimir William and Marietta Wolczacka Frye. “Writing Effective Executive Summaries: An Interdisciplinary Examination.” In United States Association for Small Business and Entrepreneurship. Conference Proceedings . (Decatur, IL: United States Association for Small Business and Entrepreneurship, 2009): pp. 662-691.

• << Previous: 3. The Abstract
• Next: 4. The Introduction >>
• Last Updated: Sep 17, 2024 10:59 AM
• URL: https://libguides.usc.edu/writingguide

• Contact sales

Start free trial

How to Write an Executive Summary (Example & Template Included)

Here’s the good news: an executive summary is short. It’s part of a larger document like a business plan, business case or project proposal and, as the name implies, summarizes the longer report.

Here’s the bad news: it’s a critical document that can be challenging to write because an executive summary serves several important purposes. On one hand, executive summaries are used to outline each section of your business plan, an investment proposal or project proposal. On the other hand, they’re used to introduce your business or project to investors and other stakeholders, so they must be persuasive to spark their interest.

What Is an Executive Summary?

An executive summary is a short section of a larger document like a business plan , investment proposal or project proposal. It’s mostly used to give investors and stakeholders a quick overview of important information about a business plan like the company description, market analysis and financial information.

It contains a short statement that addresses the problem or proposal detailed in the attached documents and features background information, a concise analysis and a conclusion. An executive summary is designed to help executives and investors decide whether to go forth with the proposal, making it critically important. Pitch decks are often used along with executive summaries to talk about the benefits and main selling points of a business plan or project.

Unlike an abstract, which is a short overview, an executive summary format is a condensed form of the documents contained in the proposal. Abstracts are more commonly used in academic and research-oriented writing and act as a teaser for the reader to see if they want to read on.

Benefits of Writing an Executive Summary

An executive summary offers several benefits as it’s an important part of any report, plan or proposal. We’ve outlined some key advantages.

• Offers a brief yet all-encompassing overview that helps readers understand key information quickly
• Improves communication, especially of complex ideas, to help stakeholders grasp key points
• Engages readers and helps them want to explore the whole document
• Helps stakeholders make informed decisions
• Aligns the project’s goals and objectives by summarizing key messages

When to Write an Executive Summary

Executive summaries can only come once the main content document is complete. This can include a business plan, project proposals, strategic plans or research projects.

• Business Plans: Think of an executive summary as a way to invite readers to explore deeper into your plan. Ideally, an executive summary should be written once the main sections of the business plan are complete. This ensures that it properly and accurately portrays the most important elements.
• Project Proposals: The project proposal includes the project description, objectives, methodology, budget and timeline. As the key points are now understood, the executive summary can help summarize the main aspects of the proposal. This can also help when presenting the proposal to stakeholders or other project decision-makers.
• Strategic Plans: Finalize all sections of the strategic plan such as the mission, vision, objectives, strategies, action plans and performance metrics. From there, you’ll be able to write the executive summary to note the most important insights and provide recommendations based on the plan.
• Research Projects: Similarly, once the main aspects of your research projects or proposals are finished, be sure to finalize all sections such as the methodology, findings and conclusions. The executive summary should be written last to extract the key findings and messages of the research you want to display.

What to Include in an Executive Summary

The content of your executive summary must reflect what’s in the larger document which it is part of. You’ll find many executive summary examples on the web, but to keep things simple, we’ll focus on business plans and project proposals.

Getting everything organized for your executive summary can be challenging. ProjectManager can help you get your thoughts in order and collaborate with your team. Our powerful task management tools make it easy to get everything prioritized and done on time. Try it free today.

Sample Executive Summary Format & Template

To put all of that information together, here’s the basic format of an executive summary. You can find this same information in our free executive summary template :

• Introduction, be sure to know your audience
• Table of contents in the form of a bulleted list
• Explain the company’s role and identify strengths
• Explain the need, or the problem, and its importance
• Recommend a solution and explain its value
• Justify said solution by explaining how it fits the organization
• A strong conclusion that once more wraps up the importance of the project

You can use it as an executive summary example and add or remove some of its elements to adjust it to your needs. Our sample executive summary has the main elements that you’ll need project executive summary.

How to Write an Executive Summary

The pressure of writing an executive summary comes from the fact that everyone will pay attention to it, as it sits at the top of that heap of documents. It explains all that follows and can make or break your business plan or project plan . The executive summary must know the needs of the potential clients or investors and zero in on them like a laser. Fortunately, we’ll show you how to write and format your executive summary to do just that.

As stated above, executive summaries vary depending on the document they’re attached to. You can write an executive summary for a business plan, project proposal, research document, or business case, among other documents and reports. However, when writing an executive summary, there are guidelines to ensure you hit all the bases.

1. Establish the Length of the Executive Summary Length

According to the many books that have been written about executive summaries, as well as training courses, seminars and professional speakers, the agreed-upon length for an executive summary format should be about five to 10 percent of the length of the whole report.

2. Use the Appropriate Language

The language used should be appropriate for the target audience. One of the most important things to know before you write professionally is to understand who you’re addressing. If you’re writing for a group of engineers, the language you’ll use will differ greatly from how you would write to a group of financiers.

That includes more than just the words, but the content and depth of explanation. Remember, it’s a summary, and people will be reading it to quickly and easily pull out the main points.

3. Begin the Executive Summary with a Pithy Introduction

You also want to capture a reader’s attention immediately in the opening paragraph. Just like a speech often opens with a joke to break the tension and put people at ease, a strong introductory paragraph can pull a reader in and make them want to read on. That doesn’t mean you start with a joke. Stick to your strengths, but remember, most readers only give you a few sentences to win them over before they move on.

Don’t forget to explain who you are as an organization and why you have the skills, personnel and experience to solve the problem raised in the proposal. This doesn’t have to be a lengthy biography, often just your name, address and contact information will do, though you’ll also want to highlight your strengths as they pertain to the business plan or project proposal .

Get your free

Executive Summary Template

Use this free Executive Summary Template for Word to manage your projects better.

4. Only Include Relevant Information

The executive summary shouldn’t stray from the material that follows it. It’s a summary, not a place to bring up new ideas. To do so would be confusing and would jeopardize your whole proposal.

Establish the need or the problem, and convince the target audience that it must be solved. Once that’s set up, it’s important to recommend the solution and show what the value is. Be clear and firm in your recommendation.

Justify your cause. Be sure to note the key reasons why your organization is the perfect fit for the solution you’re proposing. This is the point where you differentiate yourself from competitors, be that due to methodology, testimonials from satisfied clients or whatever else you offer that’s unique. But don’t make this too much about you. Be sure to keep the name of the potential client at the forefront.

Don’t neglect a strong conclusion, where you can wrap things up and once more highlight the main points.

Related: 10 Essential Excel Report Templates

The steps above cover the basics of making an executive summary. However, the specific steps that you’ll need to take will vary depending on the type of document for which the executive summary is being prepared. Now, let’s go through the process of writing an executive summary for a business plan or a project proposal, along with some examples.

How to Write an Executive Summary for a Business Plan

As we’ve learned above, your executive summary must extract the main points of all the sections of your business plan. A business plan is a document that describes all the aspects of a business, such as its business model, products or services, objectives and marketing plan , among other things. They’re commonly used by startups to pitch their ideas to investors.

Here are the most commonly used business plan sections:

• Company description: Provide a brief background of your company, such as when it was established, its mission, vision and core values.
• Products & services: Describe the products or services your company will provide to its customers.
• Organization and management: Explain the legal structure of your business and the members of the top management team.
• SWOT analysis: A SWOT analysis explains the strengths, weaknesses, opportunities and threats of your business. They describe the internal and external factors that impact your business competitiveness.
• Industry & market analysis: This section should provide an overview of the industry and market in which your business will compete.
• Operations: Explain the main aspects of your business operations and what sets it apart from competitors.
• Marketing plan: Your marketing plan describes the various strategies that your business will use to reach its customers and sell products or services.
• Financial planning: Here, you should provide an overview of the financial state of your business. Include income statements, balance sheets and cash flow statements.
• Funding request: If you’re creating your business plan to request funding, make sure to explain what type of funding you need, the timeframe for your funding request and an explanation of how the funds will be used.

We’ve created an executive summary example to help you better understand how this document works when using it, to sum up a business plan.

Executive Summary Example

For this executive summary example, we’ll imagine a company named ABC Clothing, a small business that manufactures eco-friendly clothing products and it’s preparing a business plan to secure funding from new investors.

Company Description We are ABC Clothing, an environmentally-friendly manufacturer of apparel. We’ve developed a unique method of production and sourcing of materials that allows us to create eco-friendly products at a low cost . We have intellectual property for our production processes and materials, which gives us an advantage in the market.

• Mission: Our mission is to use recycled materials and sustainable methods of production to create clothing products that are great for our customers and our planet.
• Vision: Becoming a leader in the apparel industry while generating a positive impact on the environment.

Products & Services We offer high-quality clothing products for men, women and all genders. (Here you should include pictures of your product portfolio to spark the interest of your readers)

Industry & Market Analysis Even though the fashion industry’s year-over-year growth has been affected by pandemics in recent years, the global apparel market is expected to continue growing at a steady pace. In addition, the market share of sustainable apparel has grown year-over-year at a higher pace than the overall fashion industry.

Marketing Plan Our marketing plan relies on the use of digital marketing strategies and online sales, which gives us a competitive advantage over traditional retailers that focus their marketing efforts on brick-and-mortar stores.

Operations Our production plant is able to recycle different types of plastic and cotton waste to turn it into materials that we use to manufacture our products . We’ve partnered with a transportation company that sorts and distributes our products inside the United States efficiently and cost-effectively.

Financial Planning Our business is profitable, as documented in our balance sheet, income statement and cash flow statement. The company doesn’t have any significant debt that might compromise its continuity. These and other financial factors make it a healthy investment.

Funding Request We’re requesting funding for the expansion of our production capacity, which will allow us to increase our production output in order to meet our increasing customer demand, enter new markets, reduce our costs and improve our competitiveness.

If you’d like to see more executive summary examples for your business plan, you can visit the U.S. small business administration website. They have business plans with executive summary examples you can download and use.

Executive summaries are also a great way to outline the elements of a project plan for a project proposal. Let’s learn what those elements are.

How to Write an Executive Summary for a Project Proposal

An executive summary for your project proposal will capture the most important information from your project management plan. Here’s the structure of our executive summary template:

• Introduction: What’s the purpose of your project?
• Company description: Show why you’re the right team to take on the project.
• Need/problem: What is the problem that it’s solving?
• Unique solution: What is your value proposition and what are the main selling points of your project?
• Proof: Evidence, research and feasibility studies that support how your company can solve the issue.
• Resources: Outline the resources needed for the project
• Return on investment/funding request: Explain the profitability of your project and what’s in for the investors.
• Competition/market analysis: What’s your target market? Who are your competitors? How does your company differentiate from them?
• Marketing plan: Create a marketing plan that describes your company’s marketing strategies, sales and partnership plans.
• Budget/financial planning: What’s the budget that you need for your project plan?
• Timeline: What’s the estimated timeline to complete the project?
• Team: Who are the project team members and why are they qualified?
• Conclusions:  What are the project takeaways?

Now that we’ve learned that executive summaries can vary depending on the type of document you’re working on, you’re ready for the next step.

Tips for Writing an Executive Summary

As with anything you write, you should always start with a draft. The first draft should hit all the marks addressed above but don’t bog yourself down in making the prose perfect. Think of the first draft as an exploratory mission. You’re gathering all the pertinent information.

Next, you want to thoroughly review the document to ensure that nothing important has been left out or missed. Make sure the focus is sharp and clear, and that it speaks directly to your potential client’s needs.

Proofread for Style & Grammar

But don’t neglect the writing. Be sure that you’re not repeating words, falling into cliché or other hallmarks of bad writing. You don’t want to bore the reader to the point that they miss the reason why you’re the organization that can help them succeed.

You’ve checked the content and the prose, but don’t forget the style. You want to write in a way that’s natural and not overly formal, but one that speaks in the manner of your target audience . If they’re a conservative firm, well then, maybe formality is called for. But more and more modern companies have a casual corporate culture, and formal writing could mistakenly cause them to think of you as old and outdated.

The last run should be proofing the copy. That means double-checking to ensure that spelling is correct, and there are no typos or grammatical mistakes. Whoever wrote the executive summary isn’t the best person to edit it, however. They can easily gloss over errors because of their familiarity with the work. Find someone who excels at copy-editing. If you deliver sloppy content, it shows a lack of professionalism that’ll surely color how a reader thinks of your company.

Criticism of Executive Summaries

While we’re advocating for the proper use of an executive summary, it’d be neglectful to avoid mentioning some critiques. The most common is that an executive summary by design is too simple to capture the complexity of a large and complicated project.

It’s true that many executives might only read the summary, and in so doing, miss the nuance of the proposal. That’s a risk. But if the executive summary follows the guidelines stated above, it should give a full picture of the proposal and create interest for the reader to delve deeper into the documents to get the details.

Remember, executive summaries can be written poorly or well. They can fail to focus on results or the solution to the proposal’s problem or do so in a vague, general way that has no impact on the reader. You can do a hundred things wrong, but if you follow the rules, then the onus falls on the reader.

ProjectManager Turns an Executive Summary Into a Project

Your executive summary got the project approved. Now the real work begins. ProjectManager is award-winning project management software that helps you organize tasks, projects and teams. We have everything you need to manage each phase of your project, so you can complete your work on time and under budget.

Work How You Want

Because project managers and teams work differently, our software is flexible. We have multiple project views, such as the kanban board, which visualizes workflow. Managers like the transparency it provides in the production cycle, while teams get to focus only on those tasks they have the capacity to complete. Are you more comfortable with tasks lists or Gantt charts? We have those, too.

Live Tracking for Better Management

To ensure your project meets time and cost expectations, we have features that monitor and track progress so you can control any deviations that might occur. Our software is cloud-based, so the data you see on our dashboard is always up to date, helping you make better decisions. Make that executive summary a reality with ProjectManager.

You’ve now researched and written a persuasive executive summary to lead your proposal. You’ve put in the work and the potential client sees that and contracts you for the project. However, if you don’t have a reliable set of project management tools like Gantt charts , kanban boards and project calendars at hand to plan, monitor and report on the work, then all that preparation will be for nothing.

ProjectManager is online project management software that gives you real-time data and a collaborative platform to work efficiently and productively. But don’t take our word for it, take a free 30-day trial.

Deliver your projects on time and on budget

Start planning your projects.

Business Plan Executive Summary Example & Template

Updated: Jun 3, 2024, 1:03pm

Table of Contents

Components of an executive summary, how to write an executive summary, example of an executive summary, frequently asked questions.

A business plan is a document that you create that outlines your company’s objectives and how you plan to meet those objectives. Every business plan has key sections such as management and marketing. It should also have an executive summary, which is a synopsis of each of the plan sections in a one- to two-page overview. This guide will help you create an executive summary for your business plan that is comprehensive while being concise.

Featured Partners

ZenBusiness

$0 + State Fees

Varies By State & Package

On ZenBusiness' Website

Northwest Registered Agent

$39 + State Fees

On Northwest Registered Agent's Website

Tailor Brands

$0 + state fee + up to $50 Amazon gift card

Varies by State & Package

On Tailor Brands' Website

$0 + State Fee

On Formations' Website

The executive summary should mimic the sections found in the business plan . It is just a more concise way of stating what’s in the plan so that a reader can get a broad overview of what to expect.

State the company’s mission statement and provide a few sentences on what the company’s purpose is.

Company History and Management

This section describes the basics of where the company is located, how long it has been in operation, who is running it and what their level of experience is. Remember that this is a summary and that you’ll expand on management experience within the business plan itself. But the reader should know the basics of the company structure and who is running the company from this section.

Products or Services

This section tells the reader what the product or service of the company is. Every company does something. This is where you outline exactly what you do and how you solve a problem for the consumer.

This is an important section that summarizes how large the market is for the product or service. In the business plan, you’ll do a complete market analysis. Here, you will write the key takeaways that show that you have the potential to grow the business because there are consumers in the market for it.

Competitive Advantages

This is where you will summarize what makes you better than the competitors. Identify key strengths that will be reasons why consumers will choose you over another company.

Financial Projections

This is where you estimate the sales projections for the first years in business. At a minimum, you should have at least one year’s projections, but it may be better to have three to five years if you can project that far ahead.

Startup Financing Requirements

This states what it will cost to get the company launched and running. You may tackle this as a first-year requirement or if you have made further projections, look at two to three years of cost needs.

The executive summary is found at the start of the business plan, even though it is a summary of the plan. However, you should write the executive summary last. Writing the summary once you have done the work and written the business plan will be easier. After all, it is a summary of what is in the plan. Keep the executive summary limited to two pages so that it doesn’t take someone a long time to peruse what the summary says.

Start A Limited Liability Company Online Today with ZenBusiness

Click to get started.

It might be easier to write an executive summary if you know what to expect. Here is an example of an executive summary that you can use as a template.

Bottom Line

Writing an executive summary doesn’t need to be difficult if you’ve already done the work of writing the business plan itself. Take the elements from the plan and summarize each section. Point out key details that will make the reader want to learn more about the company and its financing needs.

How long is an executive summary?

An executive summary should be one to two pages and no more. This is just enough information to help the reader determine their overall interest in the company.

Does an executive summary have keywords?

The executive summary uses keywords to help sell the idea of the business. As such, there may be enumeration, causation and contrasting words.

How do I write a business plan?

If you have business partners, make sure to collaborate with them to ensure that the plan accurately reflects the goals of all parties involved. You can use our simple business plan template to get started.

What basic items should be included in a business plan?

When writing out a business plan, you want to make sure that you cover everything related to your concept for the business,  an analysis of the industry―including potential customers and an overview of the market for your goods or services―how you plan to execute your vision for the business, how you plan to grow the business if it becomes successful and all financial data around the business, including current cash on hand, potential investors and budget plans for the next few years.

• Best LLC Services
• Best Registered Agent Services
• Best Trademark Registration Services
• Top LegalZoom Competitors
• Best Business Loans
• Best Business Plan Software
• ZenBusiness Review
• LegalZoom LLC Review
• Northwest Registered Agent Review
• Rocket Lawyer Review
• Inc. Authority Review
• Rocket Lawyer vs. LegalZoom
• Bizee Review (Formerly Incfile)
• Swyft Filings Review
• Harbor Compliance Review
• Sole Proprietorship vs. LLC
• LLC vs. Corporation
• LLC vs. S Corp
• LLP vs. LLC
• DBA vs. LLC
• LegalZoom vs. Incfile
• LegalZoom vs. ZenBusiness
• LegalZoom vs. Rocket Lawyer
• ZenBusiness vs. Incfile
• How To Start A Business
• How to Set Up an LLC
• How to Get a Business License
• LLC Operating Agreement Template
• 501(c)(3) Application Guide
• What is a Business License?
• What is an LLC?
• What is an S Corp?
• What is a C Corp?
• What is a DBA?
• What is a Sole Proprietorship?
• What is a Registered Agent?
• How to Dissolve an LLC
• How to File a DBA
• What Are Articles Of Incorporation?
• Types Of Business Ownership

Next Up In Business

• Best Online Legal Services
• How To Write A Business Plan
• Member-Managed LLC Vs. Manager-Managed LLC
• Starting An S-Corp
• LLC Vs. C Corp
• How Much Does It Cost To Start An LLC?

What Is SNMP? Simple Network Management Protocol Explained

What Is A Single-Member LLC? Definition, Pros And Cons

What Is Penetration Testing? Definition & Best Practices

What Is Network Access Control (NAC)?

What Is Network Segmentation?

How To Start A Business In Louisiana (2024 Guide)

Kimberlee Leonard has 22 years of experience as a freelance writer. Her work has been featured on US News and World Report, Business.com and Fit Small Business. She brings practical experience as a business owner and insurance agent to her role as a small business writer.

Cassie is a former deputy editor who collaborated with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.

Newly Launched - AI Presentation Maker

Researched by Consultants from Top-Tier Management Companies

AI PPT Maker

Powerpoint Templates

PPT Bundles

Kpi Dashboard

Professional

Business Plans

Swot Analysis

Gantt Chart

Business Proposal

Marketing Plan

Project Management

Business Case

Business Model

Cyber Security

Business PPT

Digital Marketing

Digital Transformation

Human Resources

Product Management

Artificial Intelligence

Company Profile

Acknowledgement PPT

PPT Presentation

Reports Brochures

One Page Pitch

Interview PPT

All Categories

Top 5 Marketing Executive Summary Templates with Samples and Examples

Organizations devise their marketing strategies based on historical data, ongoing trends, projections, and slight assumptions of customer behaviors. Irrespective of business size, niche, or industry, marketing plans are vital for all organizations to navigate their promotional efforts and grow their customer base.

But do you think everyone in your marketing team (not even the organization) reads these plans to a ‘literal level’ understanding?

Admit it, while you are drafting the next marketing plan, you are aware that it is lengthy and complex, and readers do not have much time (or concern) to read all the details. What they want is a glance overview of meaningful information in it. For that, you should give them — a marketing executive summary.

What is an executive summary?

A marketing executive summary provides a quick review of your company’s marketing plan and boils down its components to their core level. It summarizes essential information like your brand objectives, marketing objectives, goals, objectives, and critical actions in one or two paragraphs. One can also include the major findings of their marketing research. 

Importance of A Marketing Executive Summary

Executive marketing summaries are crucial for many reasons. Some of these are:

• An executive summary outlines the benefits of a marketing strategy and attracts potential partners or investors. It helps them evaluate how the organization is considering using its funds or resources before investing. 
• A well-written compelling summary interests the reader and encourages them to read further about the company marketing strategy.
• It highlights the strengths of organizations and helps to win the confidence of readers — investors, stakeholders, customers, and employees.

Note: Keep the executive summaries as brief and straightforward as possible. They are for presenting the only crucial, intriguing, or critical information of the marketing plan in a short readability time, not the complete marketing plan.

Marketing Executive Summary Templates

Looking for a tool to help you draft a compelling, clear, and reader-heart-winning marketing executive summary? Stop your quest here. Utilize one or all of these pre-designed and 100% customizable marketing executive summary templates from Slideteam.

Template 1: Executive summary of an effective marketing plan

Use this executive summary template to present a condensed version or clear outline of your marketing plan. It includes all the essential elements that a marketing plan should have. This template will make grasping marketing plans a piece of cake with its simplified and easy-to-understand language. Download it right away! 

Download this template

Template 2: Digital Marketing Report With Executive Summary

Use this presentation template to give clients and investors a succinct overview of digital marketing strategy. It contains a wealth of information for readers about your company's mission, your product, competitive strategy, financial predictions, short and long-term goals, customer persona, and market fit. Get it now!

Template 3: Components of Marketing Strategy in Executive Summary

With the help of this executive summary template, you will be able to address the crucial components of a marketing plan. It allows you to create a sense of excitement and expectation among key members and persons responsible for the marketing plan’s success. You may quickly showcase your company and team information, market dynamics and trends, products and services, and marketing activities using this slide.

Template 4: Marketing Agency Company Profile Executive Summary PPT

This PPT slide will help you start or expand your new advertising firm. It displays an executive summary of an advertising firm that includes information about the company’s history, services it offers, headquarters, and more. You can use it to present the details on products, statistics, honors, accomplishments, etc. All you need to do is add your firm information to our company profile template, which is designed to accommodate all the information you need to make an impression. Get it now!

T emplate 5: Online Marketing Company Profile Executive Summary PPT  

With this captivating presentation that is sure to impress the audience, give your online marketing company a boost! The slide’s isometric graphics give a techy vibe that is ideal for the marketing presentations of a digital firm. Use this template to create professional-looking business profiles, proposals, presentations, or executive summaries. Download it now!

Template 6: Marketing and Business Development Action Plan Executive Summary PPT

This editable PPT template will help your organization set goals and suggests realistic ways to achieve them. Define the long and short-term objectives of your business, and analyze the funding requirements or set milestones with this PowerPoint set. The action plan lays out the measures to follow in order to achieve those goals and assigns particular responsibilities to people in order to keep them accountable for finishing them by the deadlines. Grab it today!

Template 7: One-page Restaurant Marketing Plan Executive Summary Presentation

A well-thought-out and actionable marketing plan is the foundation of your restaurant’s success and food business. Slideteam offers this one-page restaurant marketing plan executive summary PPT highlighting value proposition, pricing and positioning, marketing strategy, marketing channels, and advertising schedule and budget allocation. Download it now!

P.S. Utilize these marketing plan templates to create a strategic marketing plan to solve your company's issues while also maintaining profitability.

FAQs on Executive Summary

1. how do you write an executive summary for marketing.

When writing an executive summary for your marketing plan, follow the five steps below.

• The executive summary will briefly touch on the key points of your company plan. This calls for writing the whole business plan before producing the executive summary.
• Compose an interesting introduction. Depending on your target audience, "interesting" can mean different things. The introduction must be noteworthy to your company and draw the audience in.
• Briefly discuss each important aspect of the company plan. Talk about your target market, management team, company description, and more.
• Organize and edit your document. Put the most important information at the top of your executive summary. Check the document for precision and clarity. Eliminate jargon, buzzwords, facts that are repeated, terms, and statements that are not supported by evidence.

2. What should an Executive Summary include?

The following items should be in your executive summary:

• An introduction.
• Information on your service or product.
• Customer Persona.
• Competitive Analysis.
• Budget and financial projections.
• Team details.
• Funding requirements.

3. What are the 5 Parts of an Executive Summary?

• Project Overview: Describe the project, its goal, and the primary problem it was meant to solve or address in two to three sentences.
• Background: Give a brief overview of the project's past and identify the specific occasion that sparked its inception.
• Process: Talk about the departments involved, how and what they contribute, along with project duration. Emphasize how the group can deal with problems that arise throughout the execution of the project.
• Conclusions and Results: Give a brief explanation of the project's outcomes and main conclusions, along with suggestions for how the organization might use them. Give a brief explanation of how the project handled the main issue or problem it was intended to address and whether it actually offered a solution.
• Recommendations: Explain in a succinct manner how the conclusions and outcomes will be applied to the actual strategy. If a new policy or strategy results in changes, talk about how those changes will affect the company, the resources required, and other things like any new procedures, rules, or business directions that the change will entail.

4. What are 6 things you should include in an executive summary?

We have included every component that a fundamental executive summary must have. To suit your demands, you can change or add to some of its components.

• When giving an introduction, remember who your audience is.
• A bulleted list-style table of contents.
• Outline the company's purpose and strengths.
• Describe the issue or need and its significance.
• Suggest a solution and describe why it is worthwhile.
• Justify the solution by describing how it fits the company.
• A compelling ending that reiterates the significance of the project.

Related posts:

• How to Design the Perfect Service Launch Presentation [Custom Launch Deck Included]
• Quarterly Business Review Presentation: All the Essential Slides You Need in Your Deck
• [Updated 2023] How to Design The Perfect Product Launch Presentation [Best Templates Included]
• 99% of the Pitches Fail! Find Out What Makes Any Startup a Success

Liked this blog? Please recommend us

Top 15 Product Launch Marketing Plan Templates To Roll Out a Smashing Success

Top 10 Marketing Plan Templates with Samples and Examples

This form is protected by reCAPTCHA - the Google Privacy Policy and Terms of Service apply.

• Product overview
• All features
• Latest feature release
• App integrations
• project icon Project management
• Project views
• Custom fields
• Status updates
• goal icon Goals and reporting
• Reporting dashboards
• asana-intelligence icon Asana AI
• workflow icon Workflows and automation
• portfolio icon Resource management
• Capacity planning
• Time tracking
• my-task icon Admin and security
• Admin console
• Permissions
• list icon Personal
• premium icon Starter
• briefcase icon Advanced
• Goal management
• Organizational planning
• Project intake
• Resource planning
• Product launches
• View all uses arrow-right icon

• Work management resources Discover best practices, watch webinars, get insights
• Customer stories See how the world's best organizations drive work innovation with Asana
• Help Center Get lots of tips, tricks, and advice to get the most from Asana
• Asana Academy Sign up for interactive courses and webinars to learn Asana
• Developers Learn more about building apps on the Asana platform
• Community programs Connect with and learn from Asana customers around the world
• Events Find out about upcoming events near you
• Partners Learn more about our partner programs
• Asana for nonprofits Get more information on our nonprofit discount program, and apply.

Project plans

• Team goals & objectives
• Team continuity
• Meeting agenda
• View all templates arrow-right icon
• Project planning |
• How to write an executive summary, with ...

How to write an executive summary, with examples

The best way to do that is with an executive summary. If you’ve never written an executive summary, this article has all you need to know to plan, write, and share them with your team.

What is an executive summary?

An executive summary is an overview of a document. The length and scope of your executive summary will differ depending on the document it’s summarizing, but in general an executive summary can be anywhere from one to two pages long. In the document, you’ll want to share all of the information your readers and important stakeholders need to know.

Imagine it this way: if your high-level stakeholders were to only read your executive summary, would they have all of the information they need to succeed? If so, your summary has done its job.

You’ll often find executive summaries of:

Business cases

Project proposals

Research documents

Environmental studies

Market surveys

In general, there are four parts to any executive summary:

Start with the problem or need the document is solving.

Outline the recommended solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the work.

What is an executive summary in project management?

In project management, an executive summary is a way to bring clarity to cross-functional collaborators, team leadership, and project stakeholders . Think of it like a project’s “ elevator pitch ” for team members who don’t have the time or the need to dive into all of the project’s details.

The main difference between an executive summary in project management and a more traditional executive summary in a business plan is that the former should be created at the beginning of your project—whereas the latter should be created after you’ve written your business plan. For example, to write an executive summary of an environmental study, you would compile a report on the results and findings once your study was over. But for an executive summary in project management, you want to cover what the project is aiming to achieve and why those goals matter.

The same four parts apply to an executive summary in project management:

Start with the problem or need the project is solving.  Why is this project happening? What insight, customer feedback, product plan, or other need caused it to come to life?

Outline the recommended solution, or the project’s objectives.  How is the project going to solve the problem you established in the first part? What are the project goals and objectives?

Explain the solution’s value.  Once you’ve finished your project, what will happen? How will this improve and solve the problem you established in the first part?

Wrap up with a conclusion about the importance of the work.  This is another opportunity to reiterate why the problem is important, and why the project matters. It can also be helpful to reference your audience and how your solution will solve their problem. Finally, include any relevant next steps.

If you’ve never written an executive summary before, you might be curious about where it fits into other project management elements. Here’s how executive summaries stack up:

Executive summary vs. project plan

A  project plan  is a blueprint of the key elements your project will accomplish in order to hit your project goals and objectives. Project plans will include your goals, success metrics, stakeholders and roles, budget, milestones and deliverables, timeline and schedule, and communication plan .

An executive summary is a summary of the most important information in your project plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance to look at the project plan—that’s your executive summary.

Executive summary vs. project overview

Project overviews and executive summaries often have similar elements—they both contain a summary of important project information. However, your project overview should be directly attached to your project. There should be a direct line of sight between your project and your project overview.

While you can include your executive summary in your project depending on what type of  project management tool  you use, it may also be a stand-alone document.

Executive summary vs. project objectives

Your executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, or the project’s objectives ). In addition to including your project objectives, your executive summary should also include why achieving your project objectives will add value, as well as provide details about how you’re going to get there.

The benefits of an executive summary

You may be asking: why should I write an executive summary for my project? Isn’t the project plan enough?

Well, like we mentioned earlier, not everyone has the time or need to dive into your project and see, from a glance, what the goals are and why they matter.  Work management tools  like Asana help you capture a lot of crucial information about a project, so you and your team have clarity on who’s doing what by when. Your executive summary is designed less for team members who are actively working on the project and more for stakeholders outside of the project who want quick insight and answers about why your project matters.

An effective executive summary gives stakeholders a big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they want more information, they can access the project plan or navigate through tasks in your work management tool.

How to write a great executive summary, with examples

Every executive summary has four parts. In order to write a great executive summary, follow this template. Then once you’ve written your executive summary, read it again to make sure it includes all of the key information your stakeholders need to know.

1. Start with the problem or need the project is solving

At the beginning of your executive summary, start by explaining why this document (and the project it represents) matter. Take some time to outline what the problem is, including any research or customer feedback you’ve gotten . Clarify how this problem is important and relevant to your customers, and why solving it matters.

For example, let’s imagine you work for a watch manufacturing company. Your project is to devise a simpler, cheaper watch that still appeals to luxury buyers while also targeting a new bracket of customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed a need for a simpler and cheaper version of our product. In surveys of customers who have chosen competitor watches, price is mentioned 87% of the time. To best serve our existing customers, and to branch into new markets, we need to develop a series of watches that we can sell at an appropriate price point for this market.

2. Outline the recommended solution, or the project’s objectives

Now that you’ve outlined the problem, explain what your solution is. Unlike an abstract or outline, you should be  prescriptive  in your solution—that is to say, you should work to convince your readers that your solution is the right one. This is less of a brainstorming section and more of a place to support your recommended solution.

Because you’re creating your executive summary at the beginning of your project, it’s ok if you don’t have all of your deliverables and milestones mapped out. But this is your chance to describe, in broad strokes, what will happen during the project. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  project roadmap  before diving into your executive summary.

Continuing our example executive summary:

Our new watch series will begin at 20% cheaper than our current cheapest option, with the potential for 40%+ cheaper options depending on material and movement. In order to offer these prices, we will do the following:

Offer watches in new materials, including potentially silicone or wood

Use high-quality quartz movement instead of in-house automatic movement

Introduce customizable band options, with a focus on choice and flexibility over traditional luxury

Note that every watch will still be rigorously quality controlled in order to maintain the same world-class speed and precision of our current offerings.

3. Explain the solution’s value

At this point, you begin to get into more details about how your solution will impact and improve upon the problem you outlined in the beginning. What, if any, results do you expect? This is the section to include any relevant financial information, project risks, or potential benefits. You should also relate this project back to your company goals or  OKRs . How does this work map to your company objectives?

With new offerings that are between 20% and 40% cheaper than our current cheapest option, we expect to be able to break into the casual watch market, while still supporting our luxury brand. That will help us hit FY22’s Objective 3: Expanding the brand. These new offerings have the potential to bring in upwards of three million dollars in profits annually, which will help us hit FY22’s Objective 1: 7 million dollars in annual profit.

Early customer feedback sessions indicate that cheaper options will not impact the value or prestige of the luxury brand, though this is a risk that should be factored in during design. In order to mitigate that risk, the product marketing team will begin working on their go-to-market strategy six months before the launch.

4. Wrap up with a conclusion about the importance of the work

Now that you’ve shared all of this important information with executive stakeholders, this final section is your chance to guide their understanding of the impact and importance of this work on the organization. What, if anything, should they take away from your executive summary?

To round out our example executive summary:

Cheaper and varied offerings not only allow us to break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, plus the anticipated demand for cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market strategy  and  customer feedback documentation .

Example of an executive summary

When you put it all together, this is what your executive summary might look like:

Common mistakes people make when writing executive summaries

You’re not going to become an executive summary-writing pro overnight, and that’s ok. As you get started, use the four-part template provided in this article as a guide. Then, as you continue to hone your executive summary writing skills, here are a few common pitfalls to avoid:

Avoid using jargon

Your executive summary is a document that anyone, from project contributors to executive stakeholders, should be able to read and understand. Remember that you’re much closer to the daily work and individual tasks than your stakeholders will be, so read your executive summary once over to make sure there’s no unnecessary jargon. Where you can, explain the jargon, or skip it all together.

Remember: this isn’t a full report

Your executive summary is just that—a summary. If you find yourself getting into the details of specific tasks, due dates, and attachments, try taking a step back and asking yourself if that information really belongs in your executive summary. Some details are important—you want your summary to be actionable and engaging. But keep in mind that the wealth of information in your project will be captured in your  work management tool , not your executive summary.

Make sure the summary can stand alone

You know this project inside and out, but your stakeholders won’t. Once you’ve written your executive summary, take a second look to make sure the summary can stand on its own. Is there any context your stakeholders need in order to understand the summary? If so, weave it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a living document, and if you miss a typo you can always go back in and fix it. But it never hurts to proofread or send to a colleague for a fresh set of eyes.

In summary: an executive summary is a must-have

Executive summaries are a great way to get everyone up to date and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why it matters, an executive summary is the perfect way to give them the information they need.

For more tips about how to connect high-level strategy and plans to daily execution, read our article about strategic planning .

Related resources

7 steps to crafting a winning event proposal (with template)

How Asana drives impactful product launches in 3 steps

How to streamline compliance management software with Asana

New site openings: How to reduce costs and delays

• Business Planning

How long should an executive summary be

Written by Vinay Kevadiya

Published Sep. 21 2024 · 9 Min Read

Albert Einstein has precisely stated, “If you cannot explain it simply, you don’t understand it well enough”.

Executive summaries are closely aligned with the sentiment expressed in this quote.

You have a solid business plan that took months of hard work and is packed with detailed research and insights. But how do you take all that hard work and turn it into a short, clear, and effective executive summary?

This is where many struggle. How much detail is enough? How do you keep it short while still providing enough detail? Well, worry not, we’ve got you covered.

In this blog, you will explore how long an executive summary should be effective and what factors determine your executive summary length.

Let’s dive in.

How long should an executive summary be?

The ideal length of an executive summary should be one to two pages long. No more. But in most cases, it can be around 5 to 10% of the length of the entire business plan. If your business is 50 pages the executive summary should be anything between two pages to five.

However, the length can vary according to the business plan , industries, and scale of the project.

Though to prepare an executive summary make sure you consider the following aspects:

Keep the length as short as possible

The study shows when it comes to listening to presentations, the average attention span is about 8 to 10 seconds. Hence, if you’re presenting your executive summary, ensure to deliver your key points within the short window.

Make the summary engaging to read

If you’re preparing a summary in content form or sharing it online then the task will be more difficult for you. That’s because most individuals tend to stay focused on online content for just 2 to 3 seconds while reading.

So, to keep readers engaged, ensure you use tables, images, colorful visuals, and graphs.

Further, try to grasp your audience's attention using a hook. Discuss the pain point and talk about the solution. Try to define your key elements using bold statements, quotes, and stats.

Use bold fonts and different colors to emphasize key numbers, statements, and statistics. This makes it easier for readers to spot important details, even when skimming through your summary.

Keep the audience in mind

Remember, when crafting your executive summary, it’s essential to consider who you’re addressing.

Whether you’re presenting to finance professionals, investors, or internal stakeholders, tailor your content to their needs and expectations.

• Finance professionals may focus more on numbers, financial performance, and projections.
• Investors will want to quickly grasp the potential return on investment, market opportunities, and competitive advantages.
• Internal stakeholders might be more interested in operational plans, strategy alignment, and future growth.

By understanding your audience, you can adjust the tone, focus, and ideal length of your executive summary to make it both relevant and compelling.

Be specific

Being specific means directly addressing what your audience is looking for. Investors want to see profits and potential returns, so focus on the financials that highlight the projected revenue, profit margins, and timelines for returns.

Don’t waste time with unnecessary details; instead, provide clear answers to their questions, such as how and when they’ll see a return on their investment.

Similarly, finance professionals will be looking for precise data on financial performance, balance sheets, and forecasts. Give them the numbers they need without overwhelming them with nonessential information.

Internal stakeholders, on the other hand, will appreciate clarity on how the business plan aligns with broader company goals.

They want to understand the strategic direction, operational plans, and any key milestones. Be clear and direct in showing how the project will impact the company’s growth.

Know your industry

Different industries have different ideas, plans, and paths for execution. Therefore the ideal length for an executive summary varies. Here’s a recommended length of an executive summary for various industries:

There you have it—the answer to how long an executive summary should be. Further, If you're looking to craft a detailed executive summary, check out our guide on writing an executive summary for a business plan .

Now, let’s learn the factors to determine your executive summary length in the next section.

Factors influencing your executive summary length

Many aspects determine your executive summary length, it’s not only about numbers, stats, and graphs but about providing a clear and compelling narrative.

Hence, here are the factors that decide how long are executive summaries:

Complexity of business model

At times, many businesses, including banking, brokerage firms, and manufacturing enterprises, have complex business models.

Such businesses require longer summaries than others to effectively explain their intricate operations, financial structures, and market strategies.

Here are a few aspects that are important to include in complex business models that make executive summaries longer than other models:

Industry standards

Some industries require compelling and comprehensive explanations. For example, the healthcare industry often demands detailed descriptions of clinical data, regulatory compliance, and market needs.

Therefore, it’s important to determine the executive summary that meets the expectations and requirements of stakeholders in that field.

In industries like healthcare, graphs and numbers aren’t enough; summaries require detailed explanations of insights and the overall impact on patient care.

Such comprehensive information helps convey the full scope of the business model and its significance in a highly regulated and complex field. Thus, such businesses may have a longer summary length than others.

Purpose of summary

The purpose of your executive summary is a crucial factor in determining its length as different purposes require varying levels of detail and focus. For example:

• An informational overview informs the audience about the basic idea of your business.
• The investment pitch highlights financial projections, market opportunities, and the potential ROI.
• The operational planning summary covers strategic goals, operational plans, and key milestones.
• A regulatory compliance summary aimed at demonstrating compliance with regulations.
• When the goal is to form strategic partnerships, the summary should emphasize collaborative opportunities.

Project scope

Big projects with wide-reaching impacts typically require more explanation resulting in a larger document. Small projects require shorter explanations which shorten the length of the summary.

If your business plan involves significant market expansion, new product development, or high-stakes investments, a longer executive summary is necessary to convey the full scope of the entire business plan.

On the other hand, smaller projects with limited scope, such as minor operational changes or internal process improvements, require shorter executive summaries.

Here’s the table that provides estimated lengths for long-term and short-term business scope summaries:

Remember, preparing an executive summary is a lengthy and complex task hence determining all factors carefully makes your job easier.

Further, to make your executive summary preparation seamless go through our blog on common executive summary mistakes to avoid .

Now, as we learn the factors to determine your executive summary length it’s time to move on to the next crucial aspect. It demonstrates why you should write for your audience rather than focusing more on length.

Write for your audience (Forget length for a moment)

The most effective executive summaries deliver the right message to the right people. Thus, cover the points that address the “why, how, and when” of your audiences.

If a longer summary (more than two pages) provides valuable insights and benefits your audience, it can still be effective, regardless of its length. Hence, write for the audience and address their benefits rather than including lengthy and unnecessary information.

The audience may not be interested in your history and how you came across this idea. The only thing they want to know is how your business plan will benefit them.

They’re looking for answers to key questions like why they should invest, how it will succeed, and when they can expect results.

Here are some tips that you should use while you writing an executive summary for your audience:

• Show the immediate benefits and potential returns.
• Get straight to the point and avoid unnecessary details.
• Use numbers to back up your claims and add credibility.
• Use a compelling tone that keeps the reader interested.
• Focus on what matters most to investors, executives, or stakeholders.

Preparing a good executive summary

With a clear understanding of how long an executive summary should be, you’re now equipped to create an effective and good executive summary.

In this blog, we discussed how length may vary depending on different factors and aspects. Hence, by making use of tips, advice, and information from the mentioned blog you’ll be able to craft an engaging and effective executive summary that meets the expectations of your readers.

Get Your Business Plan Ready In Minutes

Answer a few questions, and AI will generate a detailed business plan.

Generate your Plan

Frequently Asked Questions

How long is a typical executive summary?

A typical executive summary is about 5-10% of the entire business plan, usually a one-page document. Maximum two pages. However, the length may vary depending on the business's complexity, audience, and business scope.

What happens if my executive summary is too long?

The survey shows the individual tends to focus on reading for 2-3 seconds. Thus if it's too long, you risk losing the reader’s attention and diluting your key points.

How do I shorten my executive summary without losing key information?

Focus on the most critical information, remove unnecessary details, and use concise language. You can even make use of graphics, images, and charts to shorten the content and highlight your key information—resulting in a one-page executive summary.

What should be avoided in an executive summary?

Avoid jargon, excessive details, vague statements, and irrelevant information. Stay focused on the main point, keep the summary personalized, and importantly, avoid faking projections on the document.

As the founder and CEO of Upmetrics, Vinay Kevadiya has over 12 years of experience in business planning. He provides valuable insights to help entrepreneurs build and manage successful business plans.

Follow Vinay Kevadiya

Related Articles

How Long Should a Business Plan Be?

How Long Does it Take to Write a Business Plan

How to Write a Business Plan Appendix?