Executive Summary

Executive Summary

Type your executive summary here.

Remember, the executive summary can vary widely from plan to plan. Keep it concise and focus on the information that your reader will care about most. Use subheadings, bullet points, and graphics wherever applicable.

Keep in mind that many successful executive summaries begin with a problem/solution section, in which the consumer’s problem and the product’s solution for it are succinctly described.

Company Description

Type your company description here.

This section should be a concise, inspiring, and forward-looking description of your business. Explain your business model, competitive advantages, and plans for growth.

Management Summary

Our Organization
Describe the company’s legal structure, organizational structure, and management philosophy here.

Our Team
Type bios of the key leaders here.

Skills Concerns
List your team’s skill gaps here and explain how you will compensate for them.

Industry Background

Type your industry background here.

This is where you include information like the industry growth rate, number and size of competitors, and barriers to entry. Be sure to include a list of your sources in the appendix.

Competitive Analysis

Type your competitive analysis here.

This is where you analyze specific competitors. Have a section for each competitor in which you describe the competitor and name the key differences between their company and yours, with an eye towards showing your competitive advantages.

Market Analysis

Type your market analysis here.

Here is where you segment the market. Describe each target market, its wants and needs, and how your company will address those wants and needs.

Marketing Plan

Type your marketing plan here. Describe each of the four Ps: product, price, place and promotion!

Unique Selling Proposition

This section, also occasionally titled “customer value proposition”, should describe your product and the unique value that it offers to each of your target markets.

Explain the position that your brand will occupy in the consumer’s mind. Is this product high-end? Bargain? Rugged? Sleek? Friendly? High-tech?

Consider using this format for your positioning statement: “For

[target customers]

who are dissatisfied with [products they have used], our product is a [product type or category] that provides [key benefit]. Unlike [competing products], we have [feaetures that competing products don’t have]. ”

Pricing Strategy
Describe your pricing strategy, including the prices you will charge, how these prices compare to competitors, and any deals or packages you might offer.

Explain where and how your product will be sold, and demonstrate that this fits in with your brand positioning.

Promotional Strategy
Describe your plans for advertising and promoting your product. This includes which advertising media you will use, how you will promote your product through additional channels such as public relations and personal selling, and how your strategy will grow or change over time.

Operations Plan

Our executive and business development and support team will be in this office.

Production Office:

Our web development and programming team is located in this location.

Staffing and Training:

Our staff will be hired according to experience and education in their field. Our production staff includes project manager, front end and back end programmers, web developers, UI design engineers etc, We will have other employees for sales and customer service representatives for marketing, sales and service. The staff will be onboarded and mentored for 2 weeks and will maintain a high standard through the corporate education and training for new employees. A employee skill and expectations checklist will be drafted to monitor their quality of service first three months. Programmers will be given specific assignments and valued on completion of the assignment. Sales team will have targets quarterly to monitor their performance.


Financial Plan

Capital Requirements
List capital requirements for your business, as well as any funds that have already been raised. Explain how these funds will be used.

Summary Financial Projections
Consider including a table that summarizes the key details of your financial plan. We’ve included a template below; see the S’Naps Sample Business Plan for an example.

Operating profit
Operating margin
Net income
Net margin


Describe the assumptions that underpin your financial projections. Include expected growth rates and fixed expenses. Explain how you arrived at your assumptions and show that they are in line with industry expectations.

Break-even Analysis

Explain how long you have projected it will take for your business to break even and calculate the sales that will be required for the business to cover its costs.

Risk & Reward Analysis

Describe the expected rate of return and the likelihood of achieving that rate.

Exit Strategy

Explain how investors will receive their initial investments back, plus any returns.

Financial Statements

Include your projected income statement, cash flow, and balance sheet.  We recommend building your financial statements in Excel. If you need help, Smartly has a course on Creating Financial Statements in Excel. You can either copy and paste these statements into this document or attach them separately as an appendix.

Appendix A: Sources


Include a list of your sources here. Use Chicago-style formatting.

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