How to Write an Effective Executive Summary Pitch    1 First   Your business plan will be a pitch Create your presentation first Your executive summary is a concise write up of yo

							How to Write an Effective
  Executive Summary
                 Pitch   First 1


   Your business plan will be a pitch
   Create your presentation first
   Your executive summary is a concise
    write-up of your presentation
   It should truly summarize your entire
    business plan
   Assume it is all the investor will read
            What to       Cover2


   The context
   The opportunity
   Your business model
   The people
   Risks and rewards
                  The Context
   Every opportunity exists within a context
   What events and trends in the
    environment create your opportunity?
       There may be a gap
       There may be a change occurring
       There may be a problem that needs solving
   What circumstances make your
    opportunity timely?
             The Opportunity

   Explain the need/problem/demand that
    your business will address
   How do existing offerings by others fall
    short?
   Or, if your idea is something entirely new,
    why customers will want it?
   How large is the potential market?
         Your Business       Model3


   Value proposition
   Value creation and delivery
   Value capture
           Value Proposition

   Your offering
   Your target market
   Your basic strategy and approach to
    competitive advantage: why will customers
    want to buy this from you?
     Value Creation and Delivery
   Your value chain: what activities you will
    undertake?
   Your position the value network: how will
    you reach key suppliers, complementors,
    and customers
   Key resources and capabilities: what do
    you have or are good at that enables you
    to deliver your value proposition?
              Value Capture

   Sources of revenue
   Economics of your business: cash flow
    and margins
               The People

   Identify each team member and key
    advisers
   What do they know?
   Who do they know?
   How well known are they?
          Risks and Rewards

   Projected sales and net income
   What are your key assumptions?
   What could go wrong?
   What will you do?
   How much money do you need?
   How will investors be rewarded?
               References
1.   The Art of the Start by Guy Kawasaki
2.   “How to Write a Great Business Plan” by
     William Sahlman, Harvard Business
     Review, July-August 1997
3.   “The Business Model Framework” by
     James Richardson, jamesr@hawaii.edu
4.   “Executive Summary Guide” on the
     PACE website