How to Write an Executive Summary

by C HI LL IB RE EZ E on DECEMBER 5, 2009

in G EN ER AL W RI TI NG T IP S

An executive summary, as the name implies, is a document that contains the key elements of reports,

studies, plans and proposals and helps executives to make informed decisions.

The Purpose

The executive summary is the preview to the report. It is a complete and stand alone document that is

read by the CEO or MD of a company before any discussion of a report. Top level managers do not have

the time to browse through voluminous reports and read the detailed reports only if the executive

summary makes sense. The conclusions of research studies and surveys can be presented as an executive

summary. The executive summary is also useful to evaluate plans and proposals.

The language and content

Use simple language to write the executive summary in a crisp and business like style. Avoid complex and

long drawn out sentences, jargon, slang and the use of too many abbreviations. Avoid expressions

like world class, best in the class and other clichés. Write the technical aspects such that they are easily

understood by a non technical person. Wherever possible, explain terms qualitatively in addition to

quantitative expressions. For example, it makes better sense to write ‘the height of the workstation is

high enough to provide privacy when sitting down and low enough to provide clear line of sight and

openness when standing’ rather than writing ‘the height of workstation provided is 1200mm’.Spell out the

problem very clearly. Write issues, strategies and processes clearly and explicitly. As far as possible,

present the content in the same order as it appears in the report.

The framework

The basic framework for the executive summary remains the same. However, what you write in the

executive summary will differ based on content of the main report, research study or business plan. For

example, an executive summary of a consumer research survey will include the objective, methodology,

survey findings, limitations and recommendations. On the other hand, the executive summary of a

business proposal will include company information, milestones, budget and management team. Brief case

studies and testimonials may also be included. Executive summaries which have a sales pitch (e.g.:

proposals) must have answers to following questions:

  Why should your company be selected?

 How are your services/ products different from the other bidders?

 How will your company, its work culture and personnel lend value to the project?

 How established are you in the industry?

 Does your company have the resources and manpower to take on the project?

 What are the major achievements of the company in the recent past?

The length

The executive summary should preferably not exceed 3-4 pages for a 100-page report.

An example of an executive summary

A good example of an executive summary is available at the link

The executive summary in this example has 8 paragraphs and one table. Each paragraph in the summary

is written to serve a very specific purpose starting with a problem and ending with recommendations for

solutions.

 The first paragraph states the problem in simple language.

 The second paragraph provides the approach and framework of the study that is reported.

 The next three paragraphs provide a summary of the important observations and key issues.

Note that the authors have not used any technical words or jargon to make their case.

 The discussion of the key issues is followed by a case study.

 The last paragraph and the table present specific recommendations from the author.

This executive summary provides a sneak preview of what the report contains. After reading the

summary, the reader can make an informed choice to read or not read the entire report.

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

How to Write an Executive Summary for a Proposal

By an eHow Contributor
Successful proposals lead to jobs, funding and research opportunities in the academic, non-profit
and business sectors. An unsuccessful proposal may lead to a dead end. The Executive Summary is the
first thing a prospective investor reads. It needs to be concise, but packed with information. It also needs to
inspire the reader to want to learn more and read on through your proposal.
Difficulty:

Moderately Challenging
Instructions
1.

o 1
Clarify the purpose of the proposal by stating the problem or the need that your proposal addresses. The
Statement of Need is essentially an explanation of what you plan to do. It serves as a brief introduction and
justification for the validity of your proposed research. This portion of the proposal must be written for a
general audience so try not to use any overly technical jargon.

o 2
Explain the program you want to follow in order to achieve the desired outcome of the proposal. Create a
detailed course of action that starts at your planning phase and goes through to your end result. Be sure to
include a statement of what you propose to do. This statement needs to be one or two sentences long and
must include what you plan on happening, the benefit of the project, and how and where the project is set to
happen.

o 3
Include funding requirements. If justification or explanation is necessary, ensure that it is as concise as
possible.

o 4
State your qualifications or the ability of your organization to carry out the proposed program. Include a brief
history and credentials of yourself and your organization.

Read more: How to Write an Executive Summary for a Proposal |

eHow.com http://www.ehow.com/how_2089069_write-executive-summary-proposal.html#ixzz1LrGRrBWK
Visit us online and see how you can improve your writing – http://www.supaproofread.com
How to Write an Executive Summary
An executive summary is a brief summary of an important business document. While it’s the first thing
people will read, it’s the last thing you should write. An executive summary should be well put together
as it could be the first thing your potential investor reads and it needs to make a huge impression on
them. Below, each step will be laid out and described to help you come up with a powerful summary of
your document that will grab attention. Then, some tips will be mentioned to ensure you give the best
summary in only a couple of paragraphs. An executive summary is usually no longer than one page so
it’s important to fit the key points in it and have more in-depth descriptions in the actual document.
Key Points
Those that write a business document that is more than four pages in length should plan to write an
executive summary. The first step is reading over your document and taking note of any key points. If
you’re writing a business plan, you may decide the Technical, Marketing, Finance, and Human
Resources sections of the document are the main components. The same segments can also be used in
other business documents as well.
Introductory Statement
The next step is writing the summary for each main topic. You may include an introductory statement
if you wish. Keeping with the business plan example, if your executive summary is going over the
components mentioned above, the Technical section should address propriety processes or materials,
the physical demands of your product, and how it’ll be manufactured. Each section should only have a
few sentences written about it.
Relevant Data
Any data related to your product, such as geographic, demographic, and psychographic information on
your target audience goes in the Marketing section. The Finance segment is to show when your
company would break even, if there have been any investments made so far, and how much money is
needed to continue. Within the Human Resources part, you’ll need to include who does what, what
technical skills are required, and the availability your business will have with human resources. At the
end of the summary, have one or two sentences to really grab the reader’s attention and convince them
for why you’re a winning business.
Summary
The summary should also mention any conclusions or recommendations you have. Unlike popular
books, you don’t want to leave your reader guessing; instead, have everything clearly addressed in the
summary. Once you’ve written the first draft, proofread it multiple times, being very thorough each
time to find any mistakes or to make any necessary changes. When reading through it, there are certain
questions that should be answered for the reader. Some of these questions include: how will the Visit us
online and see how you can improve your writing – http://www.supaproofread.com
customer benefit from your proposal, how is your approach less expensive or more efficient, what’s
different with your product compared to your competitions’, and are you reputable?
Using a template
Today, the majority of word processing software has templates for different documents. There may be
an executive summary template that can get you started. An executive summary should be no longer
than one-tenth of your business document. While this may not give you much space to write a summary
that covers everything, you want to cover as much as possible with the minimum amount of reading
required. If you do any descriptions in the summary, make sure the most important information is first.
Executives are busy, and the busier they are, the less likely they are to continue reading a long, drawn
out summary.
Sell your writing
Keep in mind that your executive summary is trying to sell your idea that the business document
further explains. Some people may not take the time to read your full-size document, and will base
their decisions on your summary. Therefore, writing a compelling summary is crucial to gain investors.
There are certain things to remember to include in your summary to truly grab the attention you’re
looking for.
First impressions count
The first sentence of the summary should convince the reader why your idea is so great. The longer it
takes you to give important information in the summary, the less likely it is an investor is going to even
get that far to see it. Include impressive names, like a company you’re already working with, or an
investor that founded a popular brand name. Although you want the best information in the first
paragraph, keep it specific, not conceptual.
Identify your market
Investors want to see that you’re going to solve a current or emerging problem, or there’s a great
opportunity out there for your product. Show how you’re going to reduce costs while increasing
revenues and speed. Clarify what it is you’re offering, and to who will be your target audience. If you
already have investors and customers, mention it here. If you don’t, include when you believe you will.
Make clear how you’ll make a profit, and from who. Tell executives any impressive levels you want to
meet in three to five years.
Also, take a few sentences and devote them to telling reader how much opportunity you have. Investors
would rather put their money toward something where the market is growing and well-defined. Make it
clear that you know there is going to be competition, but you have unique benefits and advantages.
Although you may think you need more than a couple of sentences to explain this, you don’t. The team
you’re working with will also leave an impression on any prospective investors. Quickly explain career
achievements your team members have accomplished. Don’t drop a name of a person you couldn’t get
a reference from. Visit us online and see how you can improve your writing –
http://www.supaproofread.com
Getting the Funds
Obviously, you want to convince investors that your product is going to make a lot of money in a short
amount of time, and without a high cost to start. When asking for money, ask for the minimum amount
needed to reach the next milestone. Once that has been accomplished, you can ask for more. If you
believe you will come back and ask for more, mention how much in this summary.
Honesty is the best policy
Don’t lie in your summary. While an entrepreneur may be excited about their project, keep enthusiasm
separate from misrepresentation. Don’t use complicated sentences, keep it simple. Ensure the whole
summary is in a positive tone. Sell yourself to investors and convince them that what you can do is
unique.
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Writing an Executive Summary

by TI M BE RR Y

Share98
The executive summary section of a business plan is a summary of the highlights of your business plan. Even though the topic
appears first in the printed document, most business plan developers leave the writing of the executive summary until the end.
This summary is the doorway to the rest of the plan. Get it right or your target readers will not go further than the executive
summary.

What should an executive summary include?

For a standard business plan, the first paragraph of the executive summary should generally include:

• Business name

• Business location

• What product or service you sell

• Purpose of the plan

Another paragraph should highlight important points, such as projected sales and profits, unit sales, profitability and keys to
success. Include the news you don’t want anyone to miss. This is a good place to put a highlights chart, a bar chart that shows
sales, gross margin, and profits before interest and taxes for the next three years. You should also cite and explain those numbers
in the text.
Different plans require different summaries
An internal plan, such as an operations plan, annual plan, or strategic plan, doesn’t have to be as formal with its executive
summary. Make the purpose of the plan clear, and make sure the highlights are covered, but you don’t necessarily need to repeat
the location, product/service description, or other details.

Never waste words in a summary.

If you’re looking for investment, say so in your executive summary, and specify the investment amount required and the percent of
equity ownership offered in return. You should probably also add some highlights of your management team and your competitive
edge.

If you’re looking for a loan, say so in the executive summary, and specify the amount required. Leave loan details out of the
summary.

How long should an executive summary be?

Experts differ on how long an executive summary should be. Some insist that it takes just a page or two, others recommend a
more detailed summary, taking as much as ten pages, covering enough information to substitute for the plan itself. Although 50+
page business plans used to be common, investors and lenders these days expect a concise, focused plan.

The best length for an executive summary is a single page. Emphasize the main points of your plan and keep it brief. You are
luring them in to read more of the plan, not explaining every detail.

Article continues below advertisement

Don’t confuse an executive summary with the summary memo. The executive summary is the first chapter in a business plan. A
summary memo is a separate document, normally only 5-10 pages at most, which is used to substitute for the plan with people
who aren’t ready to see the whole plan.
For more information on executive summaries, see our sample executive summaries below or use Business Plan Pro, which
helps you write an executive summary as well as containing over 500 executive summary examples.

Read more: http://articles.bplans.com/writing-a-business-plan/writing-an-executive-summary/207#ixzz1LrGjlalI