The Executive Summary section should include summaries of all sections of the business plan. It is important that each section is appropriately referenced and clearly conveyed . The executive summary should emphasize the elevator pitch, management summary, and market size.

Capital West Advisors has found that the executive summary should be tailored to the company’s growth stage. For instance, a start-up company should emphasize its management’s success launching and growing companies as well as the protection from potential aggressive competitors in the industry. A more mature company should emphasize historical cash flows and growth strategy.

Depending upon the stage of the company, key areas may be missing from the executive summary. This is acceptable provided that the plan clearly defines the strength of management, the product, and the market information that support the potential of the venture. However, it is generally not favorable if the key component of the key success factor is not indicated. For example, a plan that is fundamentally a marketing play should not seek financing without a stellar marketing advantage such as an experienced marketing team.

In conclusion, the Executive Summary section of the business plan is an opportunity to prove to investors that there is reason to read the full plan. Rather than waste this opportunity by merely showing employee resumes, which could be included in the Appendix, the section should be used to explain precisely how the team is uniquely qualified to execute the venture in its present state.

About Capital West Advisors

Capital West Advisors is headquartered in Los Angeles, CA and has satellite offices in San Francisco, Chicago, and New York. Our clients range from entrepreneurial start-ups to multi-national corporations and we are well-equipped to work with clients anywhere across the United States and around the world. Capital West Advisors has provided services to hundreds of clients in a wide array of industries including: Restaurant, Health Care, Food/Beverage, Con. Products, Biotechnology, Tele/Data Com, Medical Device, Software, Internet, Real Estate, Energy,Film/Music, Retail, and Apparel. Additionally, CWA provides an array of additional writing services including: drafting grant proposals, brochure content, website content, PowerPoint investor slide presentations, and venture capital/angel investor introduction.