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15 Executive Summary Mistakes - Business Plan Tips

15 Executive Summary Mistakes That Cause Your Business Plan to Find the Trash



Famous venture capitalist Guy Kawasaki said in his book,
`The Art of the Start`,


“Of the effort you put into write a business plan, 80 percent should go into the executive summary. These are the most important paragraphs of your organization’s existence.”



Why is your business plan executive summary so important? The simple answer is because no one is going to read your business plan. Bankers and investors are busy. Typically, they will read your executive summary and then make a decision whether or not to meet with you to give you a chance to pitch your business.

There are some very common mistakes that most entrepreneurs make when writing their executive summary part of their business plan, so now I want to walk through 15 of the worst executive summary mistakes.

Executive Summary Mistakes

1. Starting With Your Mission Statement - For some reason entrepreneurs feel compelled to start their executive summary with their mission statement. I wholeheartedly disagree with this practice. I think you should start with a grab/hook. Something that is going to grab the attention of the reader from your very first words. Do you have a statement that demonstrates traction, or a customer that shows credibility?

2. All Paragraphs – The design of your executive summary is actually really important. Would you rather read two pages of paragraph after paragraph of text? Or would you like to read 2 pages broken up with tables, numbered and bullet lists, and graphs?

3. No Contact Information – This is probably the single worst mistake you could ever make. Imagine your executive summary does its job. It convinces the investor to meet with you, and then they do not know how to contact you! Please make sure that you include your contact info!

4. Written Elevator Pitch – Some might say that your executive summary is simply a written elevator pitch. Again, I disagree. Your elevator pitch is a 2 minute pitch, tops. Your executive summary on the other hand can be 2 pages long, and include much more detail.

5. Too Long - Your executive summary is a summary not a book. You should keep your executive summary to 2 pages or less. If a reader cannot even make it through your executive summary because it is too long, do you really think they will read your business plan?

6. Failing to Identify The Problem You Are Solving - Every great business starts with a great problem. You need to make your reader feel the problem. They should read your problem section and be shaking their head in agreement. Make them feel the pain and annoyance, or risk a response like, “I just don’t get the business.”

7. No Skin in the Game - Some entrepreneurs try to ask for a loan or investment without ever making a personal investment into the company. Putting your own money into your business is known as having skin in the game. You should include what you have put into the business in your executive summary.

8. No Competition - Why do so many entrepreneurs think that there is no competition? Every single business has competition. Even if no one else provides a similar product or service, you still have competition. You are competing for the customers time and money. How might your customer spend their time and money if the do not spend it on you? That is your competition. Do not state that you have no competition in your executive summary, it truly shows your ignorance.

9. 1% of the Market - Do not ever say, “If I can just get 1% of the market…” Bankers and investors hear this ALL the time. The problem is that just stating that you will secure 1% of the market is not a plan. Explain exactly how you plan to capture market share rather than just assuming a small number like 1%.

10. $100 Billion Dollar Market Potential - Let’s say that you sell a medical device that is used in just about every hospital in the world. So you say that your market potential is the entire $100 billion dollar annual market. Is that really your market potential? Are you going to be able to get sales reps to all of these hospitals, and then distribution set up to service your contracts? No. Your market potential is not $100 billion, at least not today. It is much more meaningful to outline the true market potential that your company could realistically capture in the next 12 to 18 months.

11. Conservative Projections - I know, I know, your projections are conservative. Do you realize that every entrepreneur says that their projections are conservative? This is a completely meaningless statement to most bankers and investors, because every single business owner says that their projections are conservative. Don’t just tell me that your projections are conservative, instead you need to back up your claim with a data-driven, bottoms-up approach.

12. Half as Good as Competitor - Another one of the worst things you can say in your executive summary is “if I can just do half as good as Company XYZ our business will be profitable.” Again this shows that you took the easy way out. You did not develop a set of financial projections that detail how you plan to capture market share and grow your business. Instead you pick a competitor that you know is successful and assume that you must be able to do half as much in sales as they do. A common example is starting a coffee shop. You might know that the Starbucks in town generates $1 million in profit every year. You figure you should be able to do half as well, and $500,000 in profit sounds great! This is a major turnoff that is going to have bankers and investors running scared.

13. Over-hyping Your Management Team – This is a very difficult section to get right. There is a balance. You need to demonstrate to a potential investor or banker that you are capable and experienced to move the company forward, but at the same time you don’t want to come off as unteachable. Investors want teams who are willing to learn and accept mentoring. Finding the balance can be hard. Just make sure that you do not come off as over confident.

14. Cash Flow is King – Cash flow is incredibly important for startups. You need to develop a set of cash flow projections to demonstrate the viability and sustainability of your company. Do not spend all your time focusing on income statement projections. In the first 12 months of operation most investors will be far more concerned with your cash flow.

15. No Call to Action - At the end of your executive summary you must have a call to action. Ask the reader to contact you, or to visit your website, or to read the rest of your business plan.

Now go and write a Business Plan that will be accepted and be successful in your new business by avoiding these Executive Summary mistakes!


--- --- ---

More Economics and Business Inspiration:
`Accelerate with Impact` -
by Colin Thompson ISBN: 978-1-84549-289-2

Accreditation: UK Registered Learning Provider:10025755

ENDS
Note: About the Author Colin Thompson

Colin is a former successful Managing Director of Transactional/Print Manufacturing Plants, Print Management/Workflow Solutions companies and other organisations, former Group Chairman of the Academy for Chief Executives and Non-Executive Director, helping companies raise their `bottom-line` and `increase cash flow`. Plus, helping individuals to be successful in business and life in general. Author of several publications, research reports, guides, business and educational models on CD-ROM's/Software and over 400 articles published on business and educational subjects worldwide. International Speaker and Visiting University Professor.


Read more newly added articles, which you can add to, on NewsUSA-MyFeedPortal: http://newsusa.myfeedportal.com/i/libor-scandal <--- The Largest Scandal The World has Ever Seen - The LIBOR Scandal.


Colin Thompson
DDL: + 44 (0) 121 244 0306

Mobile: 07831 588310

Main T: + 44 (0) 121 244 1802

email: colin@cavendish-mr.org.uk

Skype: colin.thompson384

http://www.cavendish-mr.org.uk

http://www.colinthompson.org.uk


Executive Summary mistakes!



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Comments on this item:

thiru
27-08-2012 06:40:59
Found wonderful list to avoid while making successful business plan, Definitely, it makes my plan worth using. Thanks for the share.

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