The Executive Summary

1. The Executive Summary

2. What should be included in The Business Plan?

1. The Coverage Page
2. The Executive
Summary
3. The Strategy of the
Company
4. The Management
Team
5. The Market Analysis
6. Marketing Issues
7. Financial Forecasts
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3.

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4. The content of the executive summary

The problem:
It is an opportunity to be filled;
The content
of the
executive
summary
It is a problem to be solved;
It is basically a gap between supply and demand.
Examples:
People cannot practice due to weather conditions.
The meteo conditions are not sufficient in Poland.
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5. The content of the executive summary

The mission:
The content
of the
executive
summary
We will write what do we intend to do. We may
structure in in three points or on a timeframe basis.
You may write 2-3 sentences or you can write your
goals/objectives on a ST, MT, and LT timeframe.
Examples:
On a ST perspective I plan to be available in WAW.
On a MT, I will open in the mountains. On a LT, I
would like to open a branch in a close foreign
country.
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6. Part 1: the Cover Page

Name of the company
Name of the brand
address
phone number, fax, e-mail
chief executive’s name
Start your document with a Non Disclosure
Agreement (NDA)
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7. Part 2: Executive Summary

Stands alone as a business plan within a business plan.
Logical, clear, interesting and exciting.
Requires less than 4-5 minutes to read.
No more than 2 pages. Not an abstract, introduction,
preface, random collection of convincing highlights
It’s the BP in miniature
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8. The Bad Executive Summary

Says little about company strategy
The Bad
Executive
Summary
Barely touches on marketing issues
Emphasizes company’s financial needs
Internally directed vs. externally
Little explanation of competition and where the company
will go in marketplace
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9. The Better Executive Summary

Explains why the timing is right for
the company to be formed;
Establishes its strategy;
Explains how it will compete
effectively, concise, to the point;
Emphasizes marketing aspects;
Positive in nature, says what a
prospective investor wants to hear;
Synthesizes talents of team.
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10. The content of the executive summary

Based on:
https://www.hbs.edu/newventurecompetition/Doc
uments/SE-TrackAppSuccess_BusPlan.pdf
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11. The Content of the Executive Summary

1)
The Issue
2)
The Concept
3)
The Management Team
4)
The Market Analysis
5)
The Strategy
6)
Financial Projections
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12. 1. The Issue

The problem (or the challenge) is the issue to be
settled. It’s an opportunity.
Example:
1. The Issue
There is in Warsaw, a growing population of
foreigners and Poles, who are looking for a mixedlanguages education for their children.
The number of facilities welcoming such children is
limited in Warsaw.
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13. 2. The Mission

The concept will be the solution to the problem
that you discussed in the first part of your ES.
2. The
Mission
Example:
I plan to open a bilingual (russian-polish) prep
school, which will work with Russian Native
Speakers.
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14. 3. The Management Team

In a few lines, you will describe, those who will work
in your company.
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15. 4. The Market Analysis

In the point 4, you will provide the size of the
market + one line related to any growth forecasts.
How to determine the size of a market? You do
have to multiply the quantity sold for one year *
unit price.
4. The
Market
Analysis
Example:
Children who may to prep’ school with a foreign
language.
In this case we need to find the % of children going
to private foreign languages prep schools and
mutiply it by the annual tuition to be paid. Here,
the annual tuition fee is around PLN 22,In prep’
school in Warsaw you do have 000. [110;220] PLN
mln.
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16. 5. The strategy

Your vision may be structurized in several periods of
time:
5. The
strategy
ST Approach
MT Approach
LT Approach
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17. 6. Financial Projections

The growth of the market is determined by the
increase of sales.
The growth is marked by a percentage
Example:
6. Financial
Projections
The growth of the market of prep school in Warsaw
is about X%
In the academic year 2018/2019, we had 48 626
children going to preps chool. In the academic year
2019/2020, we had 49 374 children going to
prep’school. The increase was about 1.5%. We
should have a broader perspective including some
previous years. The potential growth is about 2%.
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18. Part 3: The Company Strategy

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19. Part 3: The Company Strategy

The strategy initially was related to military affairs.
The strategy is a way of reaching your goal using
your available resources.
Part 3: The
Company
Strategy
As a way of presenting your strategy, you may split it
three parts. On a ST perspective, on a MT
perspective, and on a LT perspective.
The fundamental point is how to prepare your
strategy?
As a starting point, you shall observe the strategy of
similar ventures (if they do exist).
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20. Case Study

Similar Ventures
You do plan to open a restaurant .
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21. The Mission Statement

Represents a more generalized and
idealistic vision of the company’s purpose in
life
often, these visions are a little too lofty
many times it is more than adequate just to
improve people’s lives
mission statements also establish
achievable goals
often focus on three issues: product,
economic and social objectives
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22. Four Principle Strategy Issues

1)
Four
Principle
Strategy
Issues
overall company strategy: overall
approach to producing and selling
products and services, goals for
maximizing success, what is your
guiding principle?
2) mission statement: a statement that
encapsulates your company’s values
and overall purpose in life
3) technology/information assessment:
ability to use technology and manage
information
4) management team: who determines
and implements strategy (must have
credibility)
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23. Overall Strategy: past, present and future issues

Discuss your company’s history, when it was started, by
whom, has strategy changed from that of the past, if so,
why?
Include fundamentals: sales, profits, number of
employees, locations
What is status of company today (snapshot)?
Strengths and Weaknesses: mention these, you will
appear more honest, open-minded
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24. Overall Strategy: future prospects

Also known as the “objectives” section
easy to project good growth, harder to make it
believable
if you had a history of growth, then it is more
believable
can sometimes use external trends (e.g., growth in
another area) to justify new direction
start-up companies can more easily speak to growth
because they have bad experiences to dispel optimism
people starting the business can lend credibility to the
plan if they, themselves, are credible
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25. Technology/Information Assessment

Technology/I
nformation
Assessment
Greater or higher technology allows small
companies to compete on an even playing
field with larger ones
used to achieve competitive advantages
with proper technology, customers can be
serviced more quickly and efficiently than
competitors
technology must be integrated into the
company’s most important operations
examples?
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26. Case Study:

https://www.youtube.com/watch?v=dJQn4DqzMV
Q
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27. Part 4: The management team

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28. The Management Team

This is the critical link in making the strategy
section believable
The
Management
Team
quality of the management team should speak for
itself because people are the key to determining
success
two most common problems: one-man-band
syndrome, everyone from same background
hard to expand if you have a dictator
successful management teams require diversity of
training and expertise
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29. The Management Team

This is where you provide details about the
education, qualifications and experience that you
and your management team bring to your small
business.
The management team section should help those
third parties recognize what sets your business
apart from others.
It should give meaning to that oft-repeated
business maxim: “I don't invest in ideas; I invest in
people.”
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30. The Management Team: structure

Education credentials, including college and
major, and any relevant certifications.
The
Management
Team:
structure
Employment highlights. Pick the last or last two
titles and company affiliations unless there is
something truly stellar in someone's past worth
mentioning.
Skills or specialties, meaning those things that
someone truly excels at or is known for.
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31. The Management Team: structure

Notable accomplishments, which can serve as a
subliminal message that they can be repeated at
your small business.
The
Management
Team:
structure
Personal insights, which may include anything
from community involvement to someone's
rationale for joining your company. You have a lot
of latitude here, so try to think in terms of what
conveys the mark of a can-do, energetic person. If
you're impressed by it, chances are someone
reading your business plan will be too.
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32. The management Team: example

A mass communication graduate of Illinois State
University, Tom brings to us nearly 20 years of marketing
experience and a proven ability to integrate best
practices into emerging businesses. Websites,
smartphones and digital marketing all came of age as the
proud redbird worked as a district marketing manager for
ABC Media and then marketing manager for XYZ
Newspaper Group, both in Chicago. Tom helped these
companies navigate sea changes in the newspaper
industry and return to profitability by developing
imaginative and synergistic marketing campaigns. We
expect him to replicate these efforts at Write-On
Marketing, at least when he's not busy critiquing the
latest creations at his family's award-winning Illinois
winery.
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33. Management Team Suggestions

1)
2)
3)
4)
5)
emphasize real-life business accomplishments
academic accomplishments only hold value for
technology businesses
identify evidence of special knowledge and creativity
make the most of your human resources: describe
all team members in positions of authority
describe your board of directors
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34. Case Study

https://www.youtube.com/watch?v=f60dheI4ARg
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35. Part 5: The Market ANalysis

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36.

The Microenvironment
- Customers
- Employees
- Suppliers
- Shareholders
- Media
- Competitors
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37. The competitors

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38.

The Macroenvironment
- The economic factors
- Legal issues
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39. KEY ISSUES

• Much information for market research is public domain
• many marketing surveys begin using on-line data bases
• doing it yourself is generally better than hiring someone
else
• it’s cheaper and you’ll learn more.
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40. Part 6: Marketing issues

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41. Goals of marketing

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42. Promotion

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43. PRICING

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44. pRODUCT

1)Define clearly your product
pRODUCT
2)Define your goals and objectives related to your
products
3)Define its advantages
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45. Emphasize the Best Benefits

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46. pLACEMENT

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47. CASE STUDY

E-Commerce Marketing Strategy
CASE STUDY
https://www.youtube.com/watch?v=GkOM7q9BYG
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48. A persuasive copy

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49. Part 7: FINANCIAL FORECASTS

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50. Part 7: FINANCIAL FORECASTS

The last section of the BP is the “Financial” Section.
This part contains financial projections.
This is the hardest part of the BP to prepare.
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