Section 1: The Executive Summary

The Business Plan

1) Executive Summary2) Market Analysis3) Resource Analysis4) Operating Strategy5) Financial Strategy6) Contingency Plan

The Executive Summary

• A one page summary of the most important points in your business plan

• Made to:– introduce your venture– capture the attention of the reader

• If someone were to read one pageand one page only – this would beit

The Executive Summary

• This should be the last thing you do in your business plan– You need the rest of the information (sections 2-

6) in order to summarize and find the most important parts

– You can skim over the details in the executive summary and explain in more detail in the rest of the report

The Executive Summary

• Example– Executive Summary: Main form of advertising will

be on billboards throughout Brantford and in the local newspaper

– Rest of the report: Why you arechoosing billboards and newspapers (reach, frequency, etc), specific locations of billboards, what the message of the ad will be, etc.

The Mission Statement

• Every Executive Summary should begin with a mission statement

• The mission statement describes the purpose and goals of your business

• Clearly identifies – type of venture you are planning– What products or services it will deliver– Overall purpose

• Should be 1-2 sentences MAX

MISSION STATEMENT QUIZ

Mission Statement #1

• “To be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.”

Mission Statement #2

• “Continuously strive to meet the needs of its customers for total value by offering a unique package of location, price, service and assortment.”

Mission Statement #3

• “We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, "I'll be back!"

Mission Statement #4

• “Our mission is to enhance and integrate our supplier diversity programs into all of our procurement practices and to be an advocate for minority- and women-owned businesses.”

Mission Statement #5

• “To make the world's information universally accessible and useful”

Mission Statement #6

• “To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for noncomputer experts”

Mission Statement #7

• “To bring inspiration and innovation to every athlete in the world”

Mission Statement #8

• “We create happiness by providing the finest in entertainment for people of all ages, everywhere”

Mission Statement #9

• “To be the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”

Mission Statement # 10

• “To Refresh the World... in body, mind, and spirit”

Answers

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Tiebreaker

• “to provide a global trading platform where practically anyone can trade practically anything."

Tiebreaker Answer

The Executive Summary• Every executive summary should include the

following:1) Mission Statement2) Names of the contacts and management team

members – how to reach them3) Name of the business & a description of its nature

and goals4) Information about the goods and/or services offered• What makes it unique, location, timelines

5) Information about financials needed6) Any other key highlights of your business plan

Work Today

Create your mission statement- Save to your Business Plan folder