by C HI LL IB RE EZ E on DECEMBER 5, 2009
in G EN ER AL W RI TI NG T IP S
An executive summary, as the name implies, is a document that contains the key elements of reports,
studies, plans and proposals and helps executives to make informed decisions.
The Purpose
The executive summary is the preview to the report. It is a complete and stand alone document that is
read by the CEO or MD of a company before any discussion of a report. Top level managers do not have
the time to browse through voluminous reports and read the detailed reports only if the executive
summary makes sense. The conclusions of research studies and surveys can be presented as an executive
summary. The executive summary is also useful to evaluate plans and proposals.
Use simple language to write the executive summary in a crisp and business like style. Avoid complex and
long drawn out sentences, jargon, slang and the use of too many abbreviations. Avoid expressions
like world class, best in the class and other clichés. Write the technical aspects such that they are easily
understood by a non technical person. Wherever possible, explain terms qualitatively in addition to
quantitative expressions. For example, it makes better sense to write ‘the height of the workstation is
high enough to provide privacy when sitting down and low enough to provide clear line of sight and
openness when standing’ rather than writing ‘the height of workstation provided is 1200mm’.Spell out the
problem very clearly. Write issues, strategies and processes clearly and explicitly. As far as possible,
The framework
The basic framework for the executive summary remains the same. However, what you write in the
executive summary will differ based on content of the main report, research study or business plan. For
example, an executive summary of a consumer research survey will include the objective, methodology,
survey findings, limitations and recommendations. On the other hand, the executive summary of a
business proposal will include company information, milestones, budget and management team. Brief case
studies and testimonials may also be included. Executive summaries which have a sales pitch (e.g.:
How are your services/ products different from the other bidders?
How will your company, its work culture and personnel lend value to the project?
Does your company have the resources and manpower to take on the project?
What are the major achievements of the company in the recent past?
The length
The executive summary should preferably not exceed 3-4 pages for a 100-page report.
The executive summary in this example has 8 paragraphs and one table. Each paragraph in the summary
is written to serve a very specific purpose starting with a problem and ending with recommendations for
solutions.
The second paragraph provides the approach and framework of the study that is reported.
The next three paragraphs provide a summary of the important observations and key issues.
Note that the authors have not used any technical words or jargon to make their case.
The last paragraph and the table present specific recommendations from the author.
This executive summary provides a sneak preview of what the report contains. After reading the
summary, the reader can make an informed choice to read or not read the entire report.
2. List key questions which any reader may have. Refer RFP document or research brief for the
same. The executive summary must have answers for all of them.
3. List the main points you want to cover or inform the readers about
6. Avoid colored fonts. Use simple font type, highlight headings and use bullet points
7. Avoid jargon.
8. Proof read
11. Ask a colleague to read and see if he or she gets the picture right.
Moderately Challenging
Instructions
1.
o 1
Clarify the purpose of the proposal by stating the problem or the need that your proposal addresses. The
Statement of Need is essentially an explanation of what you plan to do. It serves as a brief introduction and
justification for the validity of your proposed research. This portion of the proposal must be written for a
general audience so try not to use any overly technical jargon.
o 2
Explain the program you want to follow in order to achieve the desired outcome of the proposal. Create a
detailed course of action that starts at your planning phase and goes through to your end result. Be sure to
include a statement of what you propose to do. This statement needs to be one or two sentences long and
must include what you plan on happening, the benefit of the project, and how and where the project is set to
happen.
o 3
Include funding requirements. If justification or explanation is necessary, ensure that it is as concise as
possible.
o 4
State your qualifications or the ability of your organization to carry out the proposed program. Include a brief
history and credentials of yourself and your organization.
Share98
The executive summary section of a business plan is a summary of the highlights of your business plan. Even though the topic
appears first in the printed document, most business plan developers leave the writing of the executive summary until the end.
This summary is the doorway to the rest of the plan. Get it right or your target readers will not go further than the executive
summary.
• Business name
• Business location
Another paragraph should highlight important points, such as projected sales and profits, unit sales, profitability and keys to
success. Include the news you don’t want anyone to miss. This is a good place to put a highlights chart, a bar chart that shows
sales, gross margin, and profits before interest and taxes for the next three years. You should also cite and explain those numbers
in the text.
Different plans require different summaries
An internal plan, such as an operations plan, annual plan, or strategic plan, doesn’t have to be as formal with its executive
summary. Make the purpose of the plan clear, and make sure the highlights are covered, but you don’t necessarily need to repeat
the location, product/service description, or other details.
If you’re looking for investment, say so in your executive summary, and specify the investment amount required and the percent of
equity ownership offered in return. You should probably also add some highlights of your management team and your competitive
edge.
If you’re looking for a loan, say so in the executive summary, and specify the amount required. Leave loan details out of the
summary.
The best length for an executive summary is a single page. Emphasize the main points of your plan and keep it brief. You are
luring them in to read more of the plan, not explaining every detail.
Don’t confuse an executive summary with the summary memo. The executive summary is the first chapter in a business plan. A
summary memo is a separate document, normally only 5-10 pages at most, which is used to substitute for the plan with people
who aren’t ready to see the whole plan.
For more information on executive summaries, see our sample executive summaries below or use Business Plan Pro, which
helps you write an executive summary as well as containing over 500 executive summary examples.