example executive summary of a business plan

Business Plan Executive Summary Example & Template

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Published: Oct 17, 2022, 2:00pm

Business Plan Executive Summary Example & Template

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.

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.

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.

example executive summary of a business plan

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.

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Kimberlee Leonard has taken her professional experience as an insurance agency owner and financial advisor and translated that into a finance writing career that helps business owners and professionals succeed. Her work has appeared on Business.com, Business News Daily, FitSmallBusiness.com, CentsibleMoney.com, and Kin Insurance.

Cassie is a deputy editor, collaborating with teams around the world while living in the beautiful hills of Kentucky. She is passionate about economic development and is on the board 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 at Fit Small Business.

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:

Project proposals

Research documents

Environmental studies

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:

[Product UI] Example executive summary in Asana (Project Overview)

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 .

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How To Write an Executive Summary With Example

Make writing your executive summary easier with this example.

Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.

example executive summary of a business plan

How To Write an Executive Summary

What to include in an executive summary, executive summary example.

The Balance / Jo Zhou

An executive summary is a brief overview at the beginning of your business plan. It should provide a short, concise summary of your business that captures the reader's attention and gives them an interest in learning more about it. See an example of a business plan's executive summary so you can begin writing one of your own.

Key Takeaways

The executive summary goes near the beginning of the business plan but is written last. To include a summary of the different parts of your business plan, you'll need to write them first.

When you write the executive summary, keep it under two pages. The executive summary should contain brief summaries of other sections of the plan.

The idea is to give a brief overview of your business first before going into detail about each of the different parts.

The executive summary should contain all of the important information about your business, such as:

Format the executive summary clearly and attractively, with headings for each section. Your word processing software may have a template you can use that will make your business plan look good.

It's always easier to write something if you can read an example first, so here's an executive summary example that you can use as a model for your own business plan's executive summary.

This executive summary is for a fictional company called Pet Grandma Inc.

Pet Grandma Inc. offers superior on-site pet sitting and exercising services for dogs and cats, providing the personal loving pet care that the owners themselves would provide if they were home. Our team will ensure that pet owners can take business trips or vacations knowing that their pets are in good hands.

Company and Management

Pet Grandma Inc. is headquartered in the City of West Vancouver and incorporated in the Province of British Columbia. The company is owned by partners Pat Simpson and Terry Estelle. Pat has extensive experience in animal care while Terry has worked in sales and marketing for 15 years.

The management of Pet Grandma Inc. consists of co-owners Pat Simpson and Terry Estelle. Both partners will be taking hands-on management roles in the company. In addition, we have assembled a board of advisors to provide management expertise. The advisors are:

Our clients are dog owners and cat owners who choose to leave their pets at home when they travel, or who want their pets to have company when their owners are at work. Pet Grandma Inc. offers a variety of pet care services, all in the pet’s home environment, including:

Across Canada, the pet care business has seen an explosion of growth over the last three years. West Vancouver is an affluent area with a high pet density. Our market research has shown that nine out of 10 pet owners polled in West Vancouver would prefer to have their pets cared for in their own homes when they travel rather than be kenneled and six out of 10 would consider having a pet sitter provide company for their dog when they were at work.

Competitive Advantages

While there are currently eight businesses offering pet sitting in West Vancouver, only three of these offer on-site pet care and none offers “pet visit” services for working pet owners.

Pet Grandma ’s marketing strategy is to emphasize the quality of pet care we provide (“a Grandma for your pet!”) and the availability of our services. Dog owners who work, for instance, will come home to find happy, friendly companions who have already been exercised and walked, instead of demanding, whiny animals.

All pet services will be provided by animal care-certified staff.

All employees are insured and bonded.

Financial Projections

Based on the size of our market and our defined market area, our sales projections for the first year are $340,000. We project a growth rate of 10% per year for the first three years.

The salary for each of the co-owners will be $40,000. At startup, we will have six trained staff to provide pet services and expect to hire four more this year once financing is secured. To begin with, co-owner Pat Simpson will be scheduling appointments and coordinating services, but we plan to hire a full-time receptionist this year as well.

Already we have service commitments from more than 40 clients and plan to aggressively build our client base through newspaper, website, social media, and direct mail advertising. The loving, on-site professional care that Pet Grandma Inc. will provide is sure to appeal to cat and dog owners throughout the West Vancouver area.

Startup Financing Requirements

We are seeking an operating line of $150,000 to finance our first-year growth. Together, the co-owners have invested $62,000 to meet working capital requirements.

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How to Write a Powerful Executive Summary [+4 Top Examples]

Caroline Forsey

Published: September 15, 2022

Whether you're an entrepreneur looking for investors for your small business or the CEO of a large corporation, an executive summary can help you succeed and is a critical component for long-term growth.

business owner writing an executive summary

A short, attention-grabbing executive summary is an essential part of your business plan . Done correctly, it will ensure your company becomes or remains a key player in your industry. In this post, you’ll learn what an executive summary is and how to write one that engages investors, customers, and general audiences.

Executive Summary

An executive summary is a brief overview of your company that is located at the beginning of your business plan and on the ‘About us’ page of your website. It's a section that grabs readers’ attention and summarizes critical information regarding your company and your upcoming short-term and long-term goals.

Essentially, an executive summary is the front cover of your business plan, convincing readers that it's worth their time to read the whole thing.

A business plan includes a company overview, your company's short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and a list including each member of your management team. However, a CEO or investor might not have the interest or time to read your full business plan without first getting the general gist of your company or goals through an executive summary.

Ultimately, the executive summary is meant to inform readers of the most important information in your business plan, so they don't have to read it all and can get caught up quickly.

To write an impressive executive summary that effectively embodies all the important elements of your business plan, we've cultivated a list of necessary components for an executive summary, as well as an example to get you started.

Follow Along With HubSpot's Executive Summary Template

Executive summary template from HubSPOT

Click to Download

How to write an executive summary.

A good executive summary tells your company’s story, contains in-depth research, conveys information with an appropriate tone, is void of clichés, and follows your business plan’s structure. These elements will ensure your executive summary is effective, informative, and impactful.

1. Tell your story.

When investors or CEO's read your executive summary, they should understand what your business is about. This is one of the first elements of your business plan, so it should set the tone.

In your executive summary, be sure to tell your story. What does your company do and why do you do it? Who's involved in your company? Answering these questions will help readers get excited about your company and eager to read the rest of the business plan.

2. Do your research.

An executive summary, while short, should include plenty of research. For example, your summary will include financial considerations and a competitor analysis .

While your business plan will flesh out the details, it's important to include your key findings in your executive summary. Think of this like an elevator pitch . If someone stopped reading and you only had the executive summary to explain your company, what information would you include?

3. Pay attention to your tone.

The tone of your writing tells a story itself. When you're writing anything, but especially a business document, make sure that the tone tells the story of who you are. Are you formal or more informal?

Ultimately, your tone should not only represent who you are as a company, but your target audience as well. What style of writing will represent your audience?

As you write an executive summary, don't forget to consider what your tone and writing says about you and your audience.

4. Avoid cliché language.

With any style of writing, it's best to avoid clichés. Clichés can convey the wrong message or be misunderstood, which is something you want to avoid when someone reads your executive summary.

Additionally, clichés tend to overpromise and under-deliver. For example, including something like "The Best Restaurant in Town" isn't true because you're untested as a business. Your executive summary should reflect the truth and who you are as a company.

5. Write it after completing your business plan.

An executive summary is a summary of your business plan. However, it's hard to write a summary when you haven't written your business plan yet. That's why you should write your executive summary last, so you know what you want to include.

If you don’t have a business plan yet, don’t worry; we have a comprehensive business plan template to help you create one quickly and effectively.

Featured Resource: Business Plan Template

how to write executive summary: use business plan template from hubspot

Download Your Free Template Here

Now that you know how to write an executive summary, let's dive into the details of what to include.

What to Include in Your Executive Summary

Your business plan should convey your company's mission, your product, a plan for how you'll stand out from competitors, your financial projections, your company's short and long-term goals, your buyer persona, and your market fit.

An executive summary, then, should be a short, maximum two-page synopsis of the information provided in your business plan.

Ultimately, an executive summary should provide a preview for investors or CEO's, so they know what to expect from the rest of your report. Your executive summary should include:

Feeling at a loss? Download a free template below that will take you through the executive summary creation process.

Executive Summary Template

executive summary template from hubspot

Download Your Free Executive Summary Template Here

In this free executive summary template, you’ll be able to outline several pieces of information, including:

Ready? Download your free executive summary template .

To understand more tactically how an executive summary should look, let’s review a few examples.

Executive Summary Examples

executive summary example: connected

Try It Yourself

Use the heading of your page to immediately describe what you do, as opposed to using “About Us” or “Executive Summary” as the title. Give readers the opportunity to get what they need above the fold and the option to read more. Note that this would not apply in an executive summary in a business plan.

2. Events Industry Council

Events Industry Council’s executive summary is short and sweet, yet provides plenty of information for readers to understand what the organization does and which products it offers. Note the brevity in the mission, vision, and values sections — that demonstrates that there’s no need to go on at length if it doesn’t suit you. The “Who we are” section has the most emphasis here, which is a powerful technique to draw readers’ attention.

Spend more time in the section that you feel your audience will care most about. If you’re pitching to investors, you might spend more time on the Market Analysis and Financials sections. If you’re writing for a general audience, you might focus on your company background.

3. Company Shop Group

One of the first things you see when visiting Company Shop Group’s About Us page is its subheading: “Company Shop Group is the UK’s leading redistributor of surplus food and household products.” Like Connected, Company Shop Group includes what it does above the fold, so that readers have the option to either keep reading or walk away knowing what the company is about. The organization also includes multimedia to engage visitors and explain its business model in a more digestible format.

Include what you do above the fold and add multimedia elements to provide an alternative way for readers to learn more about you. Videos, images, and headings can make it much easier to scan your executive summary, but be careful to only use this method for the right audience and through the right medium. (You might not include images inside a formal business plan, for instance.)

4. FirstEnergy

FirstEnergy’s executive summary is great inspiration if you’re a more corporate, formal brand. The company’s executive summary covers its mission, subsidiaries, operations, products and services, corporate responsibility values, and strategic plan goals. This is useful information for potential investors, as the company is publicly traded.

While it’s comprehensive, the executive summary remains short, using bullet points and images to break up the information and giving readers the opportunity to explore more with a sidebar menu.

Be conscious of the status of your company when writing your executive summary. If it’s publicly traded, you’ll want to include more information, such as your strategic plan and expansion opportunities. If you’re publishing your executive summary on your website, use a sidebar to allow readers to jump from page to page without leaving their place.

Start Your Executive Summary

An executive summary should be short and concise, but it should still convey who you are as a company. If you're starting a company, remember to tell your story, while also including important background and financial information. A strong executive summary will pave the way for more investors to invest in your business and more customers to trust in your brand.

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

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

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COMMENTS

Business Plan Executive Summary Example & Template
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...
How to write an executive summary, with examples
Continuing our example executive summary: 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.
How to Write a Powerful Executive Summary [+4 Top Examples]
Executive Summary Examples 1. Connected Connected’s executive summary immediately grabs your attention with its headline, which describes what the company does in a succinct, clear way. Even if you don’t read the rest of the summary, you’ll understand what Connected does from the heading alone.
20 Executive Summary Examples and Templates (Word
The following is an Executive Summary Example for the imaginary company: Green Future Ltd. Company Mission Green Future Ltd. provides green energy solutions to factories, industries, warehouses, and homes, allowing efficient functioning that is safe to both the user and the environment.