The executive summary of a plan is completed only when all the components of the plan are finalised.
The
summary provides an overview explaining where your business has been
and where it is going because of the strategies developed in the plan.
It
provides a synopsis of the thrust, reasoning and expected outcome of
the plan.
When and why the business was
established and the markets it was set up to cover.
A description of the products
or services you offer
A brief profile of your trade
and end-user customers
A summary of your progress in
the market to date
The dynamics that have arisen
that need to be addressed
A summary of the main factors
in the plan that will lead to forecast sales and profits. Among many
other considerations, this could include such factors as the
identification of new market opportunities, increased or more efficient
utilisation of advertising or promotional expenditure or more efficient
distribution or product development that will appeal more to your
target markets than competitive products.
The impact the plan will have
on your top (sales) and bottom (profit) lines.
