Executive summary Writing An Executive Summary That by rajtechnic


									[Writing An Executive
Summary That Means
[Writing for Business]

Submitted By
Arockia sagayaraj Arulsamy
According to author, “Executive summary is a bit of a misnomer," says (Tom Sant,) founder of the
Cincinnati-based Sant Corporation and author of Persuasive Business Proposals: Writing to Win
Customers, Clients, and Contracts (Amacom, 1992). "What you're really trying to do is lay out the
business case."

While the business plan’s executive summary is the first thing the readers of your business
plan see, it should be the last part of the business plan you write.

The purpose of the executive summary of the business plan is to provide your readers with an
overview of the business plan. Think of it as an introduction to your business. Therefore, your
business plan’s executive summary will include summaries of:

    •   a description of your company, including your products and/or services
    •   your mission statement
    •   your business’s management
    •   the market and your customer
    •   marketing and sales
    •   your competition
    •   your business’s operations
    •   financial projections and plans

The executive summary will end with a summary statement, a “last kick at the can” sentence
or two designed to persuade the readers of your business plan that your business is a winner.

How to write an Executive Summary

To write the executive summary of the business plan, start by following the list above and
writing one to three sentences about each topic. (No more!)

If you have trouble crafting these summary sentences from scratch, review your business plan
to get you going. In fact, one approach to writing the executive summary of the business plan
is to take a summary sentence or two from each of the business plan sections you’ve already
written. (If you compare the list above to the sections outlined in the Business Plan Outline,
you’ll see that this could work very well.)

Then finish your business plan’s executive summary with a clinching closing sentence or two
that answers the reader’s question “Why is this a winning business?”

The Author Chillibreeze, ( 2009) is enlightened some more ideas to deliver a good summary,

Tips for writing a good executive summary:

    1. The executive summary should be written last.
    2. List key questions which any reader may have. Refer RFP document or research brief
       for the same. The executive summary must have answers for all of them.
    3. List the main points you want to cover or inform the readers about
    4. Do not copy and paste from the report
    5. Do spelling and grammar check.
6. Avoid colored fonts. Use simple font type, highlight headings and use bullet points
7. Avoid jargon.
8. Proof read
9. Use technology, if possible, to link references to the main document.
10. Read the final version after a few hours break.
11. Ask a colleague to read and see if he or she gets the picture right.
12. If sending via email, send as PDF

This is a GOOD example of an executive summary from a marketing report.

         This report was commissioned to examine why the Terms of reference
         sales volume of Choice Chocolate has dropped over Statement of problem/
         the past two years since its peak in 1998 and to  topic
         recommend ways of increasing the volume.

         The research draws attention to the fact that in
         1998, the market share of Choice Chocolate was            Formal language
         37%. The shares of their key competitors such as          appropriate to report
         Venus and Bradbury were 22% and 18%                       writing
         respectively. The size of the chocolate market then
         was $36 million. Over the next two years, although        Key findings summarized
         Choice Chocolate retained its market share the
         volume of sales in the whole market decreased to
         $29 million. Further investigations reveal that this
         market shrinkage coincided with an increase in
         health awareness amongst consumers who regard
         the milk and sugar ingredients in chocolate as
         negative; moreover, since the second half of 1999,
         an increasing number of rival ‘health candies’ had
         appeared on the market. These claimed to offer the
         consumers a healthy alternative. These factors
         appear to be the major causes of the decreased sales
         volume of Choice Chocolate.

         Slim Choice is the latest chocolate range put
         forward by the R & D Department of Choice
         Chocolate. The report evaluates this range and
         concludes that it would be an ideal candidate to
         meet the challenge presented by the market and
         could satisfy the new consumer demand since it            Problem solution
         uses significantly reduced milk and sugar                 summarized
         ingredients and is endorsed by renowned health
         experts. According to 97% of the 2000 subjects
         tested recently, it also retains the same flavor as the
         original range.

         It is recommended:
             that Choice Chocolate take immediate measures
         to launch and promote Slim Choice alongside its
         existing product range;
             that Slim Choice adopt a fresh and healthy
             that part of the launch campaign contains
         product endorsement statements by renowned
         health experts;                                           Recommendations
                that Slim Choice be available in health food        summarized
             shops as well as in traditional chocolate retail

   This is a POOR example of an executive summary from a marketing assignment

             Executive Summary
             Every time a business or consumer purchases            Background to problem
             products or services they display forms of buyer
             behavior that are influenced by many factors. The      Report’s aims
             following report looks at the fast food industry and   Outlines what
             will analyze four McDonalds’ key products and          information the report
             services. It highlights what type of consumer          deals with but FAILS to
             buying or business buying behaviors are displayed      provide a summary of the
             in the purchase of a product or service and explains   results gained,
             why each behavior may occur. This enables a            conclusions drawn and
             conclusion to be drawn from applying theory to         recommendations made.
             reality. Although a full comprehension of buying       These are the functions
             behavior is impossible, since everyone is an           of an executive summary
             individual, it is useful to reflect on common          and are absent in this
             behaviors and attempt to divide behaviors in types     example.
             and stages. Even McDonalds, a leader in marketing      The information in this
             cannot always predict consumer behavior.               executive summary is
                                                                    vague rather than
                                                                    summarizing what the
                                                                    report found.


Chillibreeze on December 5, (2009) How to Write an Executive Summary: General Writing

Woodward-Kron, R. (1997) Writing in Commerce: a guide to assist Commerce students with
assignment writing, (Revised edition), Centre for the Advancement of Teaching and Learning,
The University of Newcastle.





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