Business Plan Executive Summary Example

Business Plan Executive Summary Example

Are you planning an investor pitch and need a business plan executive summary example? If you run any business, chances are that opportunities to get a loan or grant may one-day surface that require a business plan.

A business plan executive summary is a concise document that summarizes the critical aspects of a business plan. This two-page overview determines your business plan’s fate with potential investors and lenders.

It should critically outline the business’s mission, vision statement, competition, products, or services. It is essential to be concise, attention-grabbing, focused and straight to the point with standard formatting methods.

So, whether you are a startup or an experienced business owner, you’d learn a lot from this business plan executive summary example. It will serve as a guide to help you develop an engaging executive summary for your business in a comprehensive yet concise way. So, keep reading!

What is a business plan executive summary?

Before discussing a business plan executive summary example, let’s look at what a business plan executive summary is.

A business plan executive summary is a one- to two-page review summarizing each business plan section. To better understand what a business plan executive summary is, let’s view it this way:

A business plan defines in detail your company’s aims and goals. This also includes a step-by-step approach to accomplishing these objectives. However, an executive summary business plan, on the other hand, is a one-to-two-page summary that mimics each significant business plan component.

Critical components of a business plan executive summary example

To help you create a compelling summary, we’ve outlined the different components in a business plan executive summary example.

Problem statements

This is an essential part of the executive summary business plan. It shows the need for your business and its success chances straightforwardly and persuasively.

Business idea

The entire business plan is built upon the foundation of your business idea. It outlines your business’s strategy, marketing plan, financial projections, and other vital components.

Company history

This section of the business plan’s executive summary summarizes your company’s history. This includes an overview of significant events and accomplishments.

It further demonstrates your company’s track record of success and predictions for the future.


This section briefly overviews the unique parts of your business’s target market, like an underserved demographic niche or region. It puts your business above competitors by demonstrating its growth potential and profitability.

Target market

This is your customer base, whom you aim your products and services to reach. You can identify this group based on demographics, behaviour, needs etc.

You must clearly state your target audience and how your products and services intend to reach and serve them.


These other businesses and industries offer your target market the same products and services as yours. It is vital to write a brief about your competitors.

This includes their strengths, weaknesses, sales strategy, etc. However, the key highlights here will be the unique features that differentiate yours from theirs, boosting investor confidence.


Milestones are business goals you wish to achieve within a specific time frame. It is important to note that your milestone should be measurable, precise, and achievable within a reasonable time frame.

Financial plan

This section outlines your financial projections and business strategies. This includes information such as your business’s projected expenses, profit, cash flows, financial needs and fund sourcing.

By showing a solid financial process and a clear path to profit, your business may boost confidence among investors.

Management teams

“Management teams” is the portion of an executive summary that highlights details about the experience and qualifications of each team member.

It also includes duties, responsibilities, and their track record of managing successful organizations in the past. It may also outline your team’s strategy for achieving your business’s objectives.

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The importance of executive summary in a business plan

Although the executive summary is typically just a page or two, it can take a while to draft or develop. However, it’s just as important as the business plan, if not more so. You’ll see a business plan executive summary example template as you read further.

So, the importance of an executive summary can’t be overemphasized. This is because chances are potential investors will not read beyond the introductory paragraphs. The bitter truth about business plans is that they rarely get read cover to cover.

Most investors just read the highlights of the executive summary and give it a cursory flip-through. However, a few are not just interested in the author’s note and may continue reading. But keeping their attention depends solely on your executive summary presentation and outline.

  • So, here are a few reasons why your executive summary is essential:
  • It provides an overview of the entire business plan
  • It captures the reader’s mind
  • It highlights vital components of the business plan
  • Provides a blueprint for the rest of the business plan
  • Helps investors and lenders make decisions
  • Help you demonstrate professionalism
  • Showcase your business expertise
  • Identifies market opportunities
  • Describes the competitive environment
  • Demonstrates growth potential
  • Identifies the organization’s mission
  • Describes goods or services

How to write a business plan executive summary

Where is the justice if we dive into a business plan executive summary example without first telling you how it’s been written?

It’s important to note that the first thing any investor or lender looks at in a business plan is the executive summary. This is why it’s an essential part of your business plan. If your investors aren’t impressed with your piece, they’ll not read to the end, and chances are you’ll lose them forever.

So, to expand your chances of success, follow this guideline in writing your executive summary.

Steps for writing a great business plan executive summary

Make your introduction clear

Start by introducing your business and briefly overview what your company does. Then clearly highlight your unique values and what differentiates your business from your competitors.

Explain your target market

Discuss your target audience, including strategies to reach them. You can also provide detailed research on your customers wants and pain points.

Describe your products or services

Describe your products and services as a solution to your target audience’s pain points. Outline the benefits of your products and services compared to those of your competitors.

Explain your sales and marketing strategy

Define your marketing and sales strategy, including your blueprint for reaching your customer base. Talk about your pricing, promotions, ads, and distribution channels.

Describe your management team

Briefly describe your management team and their experiences. Show how your team is uniquely qualified to carry out your business plan by highlighting any critical skills or accomplishments.

State your financial projections

This financial projection should include the expected profit and revenue your business can generate. You can also give a breakdown of your costs, such as those for operations, people, and marketing.

Have a strong conclusion

The idea is to leave a lasting impression, and your concluding paragraph can do that. Summarize the main points, highlighting the uniqueness of your business and explaining why potential investors should trust you with their money.

Generally, your executive summary should be clear, simple, and compelling. It should address your audience’s immediate and future needs. Taking your time on this piece is essential to attract investors or partners. A business plan executive summary example template awaits you. So, keep reading!

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Business plan executive summary example: what to include

There are certain features to include in your business plan executive summary to make it stand out and be engaging enough. It may differ a bit between a startup business and an established business.

For a startup company, the executive summary would typically include the following sections:

  • Business needs: This describes the business needs or opportunities.
  • Market service plan: Explain how your business intends to benefit the market by taking advantage of opportunities.
  • The target market: Describe your customer base and your target audience.
  • Business model: Describe your products and services in an attractive way explaining its features and benefits to your target audience.
  • Marketing and sales strategy: Summarize your marketing plans and sales strategy for your products and services.
  • Competition: State in simple words the unique features you intend to bring to your target audience that is different from your competitors. Explain what sets you apart from your competitors.
  • Financial analysis. This should summarize the financial blueprint, including a three-year forecast.
  • Owners and staff. State the owner and staff strengths, including each member’s experiences.
  • Implementation plan: Outline the steps in bringing your business from the drawing board to the marketplace.

Business plan executive summary examples: what to include for established businesses

However, the above may differ slightly regarding an already established business. Let’s have a look:

  • Mission statement: This is your business’s core values, purpose and philosophy. Explain what your company does and its guiding principles in a few sentences.
  • Company information. Give a brief company history, including product or service description, origin, and owners. Some other statistics include staff strength and location.
  • Business highlights: Describe your business’s growth, including revenue, profitability, market share, customers, etc.
  • Financial summary: This depends on the purpose of your executive summary. You’ll have to create a concise financial summary if it’s for sourcing funds and investors.
  • Future goals: Explain the long and short-term goals and objectives your business hopes to achieve within a specific time frame. This may include expansion, creating a new product or service line, ads and promotion etc.

We’ve added a business plan executive summary example template in this article; gradually work your way through it.

Business plan executive summary examples: what to avoid

The last thing you want is to have your business plan tossed in the garbage. It is essential to understand that creating a business plan executive summary goes beyond word counts and page numbers.

So, as you place your fingers against your keyboard or that pen on a piece of paper, here are some things you need to avoid in your business plan executive summary example:

  • Lack of focus
  • Use of lengthy words
  • Skipping the management team
  • Unrealistic financial projections
  • Using jargon or technical words
  • Focusing on details rather than summarizing
  • Avoid overly vague
  • Omitting key components
  • Ignoring the audience
  • Failing to make compelling cases
  • Failing to address potential challenges
  • Being overly optimistic
  • Not proofreading

When drafting a business plan executive summary example for your business, It is essential to avoid these common mistakes. This will help you create an appealing and compelling executive summary.

Business plan executive summary example: template

The purpose of this business plan executive summary example template is to provide you with an easy way to write your business plan executive summary.

Information provided in this template is strictly for educational purposes, not real-time. It cannot be associated with any known company.


XYZ Automotives


XYZ Automotives, focuses on selling affordable, high-quality cars to people in Canada. Our goal is to offer a wide range of vehicles that meet our customers’ different needs and tastes.

The business is based on the idea that owning a car shouldn’t be a hassle. And we’re committed to giving our customers the best service and support they can get throughout the ownership cycle.

Problem statements

Despite the plethora of automobile brands and models available on the market, it is still tricky for buyers to select a vehicle that suits their needs and budget. Customers are typically required to visit many dealerships and negotiate costs, which can make the buying process overwhelming.

In addition, customers are frequently concerned about the dependability and durability of their automobiles, resulting in expensive repair and maintenance costs.

Business idea

XYZ intends to address these issues by providing an extensive selection of inexpensive, dependable, high-quality vehicles. Using our knowledge of the automotive business, we will carefully pick and curate a selection of automobiles that meet the demands and tastes of our consumers.

Our customer-centric strategy will emphasize offering superior service and support to ensure a hassle-free ownership experience.

Company history

XYZ was created in 2022 by a team of experienced automotive professionals who shared a passion for simplifying and reducing the cost of the car-buying process for clients.

Our staff has worked in the auto industry for over 50 years combined, and we have built strong relationships with dealers and suppliers nationwide.


In 2023, an estimated 17 million new automobiles will be sold in Canada alone, making the automotive sector a significant and expanding market.

Population growth, more money in people’s pockets, and the need for reliable and fast transportation are expected to keep the industry growing.

Target market

XYZ’s target market consists primarily of middle-class individuals and families needing a dependable and reasonably priced automobile.

Students, young professionals, families, and senior citizens will all be catered to. Customers who care most about safety, dependability, and price will be interested in our cars.


XYZ faces competition from various automotive brands and dealerships. But our focus on the customer and competitive prices will set us apart. We will also leverage technology and social media to reach a wider audience and build a strong brand identity.


XYZ’s milestones for the next three years include the following:

  • Launching our e-commerce platform and online inventory in the first quarter of 2023
  • Opening our first physical dealership in a high-traffic location in the second quarter of 2023
  • Expanding our inventory to include hybrid and electric vehicles in the third quarter of 2023
  • Achieving $10 million in revenue by the end of 2024
  • Expanding our physical presence to two additional locations by the end of 2025

Management team

XYZ’s management team comprises seasoned auto experts who bring much experience and industry knowledge to the company. Our team includes:

  • John Smith, CEO: John has over 20 years of experience in the automotive industry, having previously worked at top automotive brands such as Toyota and Ford.
  • Jane Doe, COO: Jane has over 15 years of experience in operations and logistics, having previously worked at Amazon and Walmart.
  • Tom Lee, CMO: Tom has over 10 years of experience in marketing and branding, having previously worked at leading advertising agencies.

Financial plan

XYZ’s financial plan is based on a conservative growth strategy focusing on profitability and sustainable growth. We plan to fund our operations through a combination of equity and debt financing. Our revenue projections for the next three years are as follows:

  • Year 1 (2023): $2 million
  • Year 2 (2024): $10 million
  • Year 3 (2025): $20 million

This is one of the examples of an executive summary of business plan templates. However, you can follow this business plan executive summary example to craft an appealing executive summary for your business.

Business plan executive summary example conclusion

In this business plan executive summary example article, you learned that the most crucial section of your business plan is the executive summary. The hook makes investors want to learn more about your company and invest in your business plan. So, it’s best to ensure this vital part is clear and easy to read.

If necessary, pay for a well-written executive summary. Investing in your executive summary invariably means investing in your business idea. Looking for where to get help? There are professionals readily available to assist.

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FAQs about business plan executive summary examples

How long should a business plan executive summary be?

Following the general guidelines of a business plan executive summary example, an executive summary shouldn’t be more than 2 pages long. However, some companies may have specific requirements for their executive summary. Nevertheless, this piece should be short and straightforward, focusing on the business plan's most essential and relevant parts.

Why is the executive summary important in a business plan?

The executive summary is essential to your business plan. It provides a concise overview of the entire business plan and captures the attention of potential investors. This piece, if well written, can get you successful funding for your business.

Are there any common mistakes to avoid when writing a business plan executive summary?

Yes! There are several common mistakes to avoid while writing an executive summary that can hurt your business plan. These include a lack of clarity, omitting key components, a lack of focus, a lengthy word count, a lack of uniqueness, not proofreading, and many more. So, before you submit your business plan, you should check it to eliminate any errors.

Can a business plan executive summary be used as a standalone document?

Yes, an executive summary of a business plan can be used as a standalone document. Many investors and lenders like looking at an executive summary before reading the business plan. A well-written executive summary can help you get potential investors or lenders interested in your business and attract their attention.

Who is the target audience for a business plan executive summary?

Investors, lenders, and other key people who may be interested in the business idea are usually the ones who read the executive summary of a business plan. So, the executive summary should be well-written, focusing on the business's unique features and benefits and discussing possible risks and problems.

Should financial projections be included in a business plan executive summary?

Yes, financial projections should be included in the executive summary of a business plan. Financial projections are an essential element of a business plan since they help investors and lenders grasp the economic potential of the organization. In the executive summary, it is crucial to cover critical financial estimates such as revenue, expenses, profits, cash flow, and return on investment.

How should the tone and language of a business plan executive summary be?

The language and tone of an executive summary of a business plan should be professional, concise, and to the point. It shouldn't include excessive jargon or technical language that might be hard for the audience to understand. Instead, the language should be clear and easy to understand while still getting across the business's uniqueness and value proposition.

How should a business plan executive summary be formatted and presented?

Fonts like Times New Roman or Arial, which are easy to read, should be used with double spacing and bullet points to make the text easier to read. Keeping your business plan's executive summary short, well-organized, and presented professionally is essential.

Is it necessary to have a business plan executive summary when seeking funding?

Yes, when sourcing for funding, an executive summary is required. This is because the executive summary briefly reviews the company plan and highlights the main aspects that investors or lenders must know.   Hence, a well-written and convincing executive summary is vital for obtaining business investment.

Should a business plan executive summary contain any legal information?

Most of the time, legal information isn't needed in an executive summary. The summary aims to give a quick overview of the business plan and show how successful it could be. However, any legal or regulatory challenges could affect the funding process. In that case, these should be included briefly in the executive summary.


March 31, 2023
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