Executive Summary
Vision / Mission
In 19[xx], [Company] was [formed / created] to [describe the purpose of your activities].
Overall, our company can be characterized as a [x] (high-profile retail merchant, aggressive distributor or x, quality manufacturer of x--the business and image for your customers to see).
[ ] Examples of purpose: produce or distribute [x], take advantage of [x], fill the void of [x]
[ ] Include company vision and mission statements covering your line of products or services: What kind of company do you intend to be? What is your desired company image?
Background
For many years people have [x].
[ ] How people managed to do without [your product / service].
The "state of the art"/condition of the industry today is such that [x].
[ ] Explain your present situation in the industry vis-a-vis competition or technology, etc.
[ ] How and where a similar product or service is now being used.
[ ] Describe the [concept / opportunity / niche] in your marketplace to exploit as you build your business to the next level, etc.
We have just started / completed the design / development / testing / introduction of (product / service) -- a novel and proprietary [x] (example: soap for cleaning vinyl, retail store, construction tool, etc.)
The legal form of [Company] is [Sole Proprietorship / General or Limited Partnership / Corporation / Subchapter S-Corporation], located in [list primary business address as well as satellite locations].
[ ] Explain choice of form.
By 19[xx] our operation was producing $[x] (sales, units, products), and has operated at [financial condition -- profitable, break-even, etc.] ever since. Revenue projected for fiscal year 19[xx] without internal funding is expected to be $[x]. Annual growth is projected to be [x]% per year through 19[xx].
Now, [Company] is at a point where [what you need or want to do next].
[] Explain your place in the industry vis-a-vis competition or technology, etc.
Objectives
[ ] Near term and long term.
Revenue projected for fiscal year 19[xx] without external funding is expected to be $[x]. Annual growth is projected to be [x]% per year through 19[xx]. We feel that within [x] years, [Company] will be in a suitable position for [further expansion, an initial public offering or profitable acquisition]. Our objective, at this time, is to propel the company into a prominent market position.
Capital Requirements
According to the opportunities and requirements for [Company] described in this business plan, and based on what we feel are sound business assumptions, our [initial / first year / total] capital requirements are for $[x] by [date], 19[xx].
To accomplish this goal we have developed a comprehensive plan to intensify and accelerate our marketing and sales activities, product development, services expansion, engineering, distribution and customer service. To implement our plans we require a [loan / investment] totaling $[x] for the following purposes:
[ ] Choose the activities pertinent to your goals:
Build manufacturing facilities and ramp up production and inventory to meet customer demands.
Maximize sales with an extensive campaign to promote our products / services.
Add retail outlets, regional marketing / sales offices, print a direct-mail catalog.
Reinforce Customer Support services to handle the increased demands created by the influx of new orders and broader coverage of existing accounts.
Augment company staff to support and sustain prolonged growth under the new marketing plan.
Increase Research and Development to create additional follow-on products as well as to further fine-tune our competitive advantages.
We anticipate additional investment requirements of $[x] and $[x] in [x] [months / years] and [x] [months / years] to allow us to increase production capacities to meet market demand.
Management Team
Our management team consists of [x] men and women whose backgrounds consist of [x] years of marketing with [list company names], and [x] years of corporate development with [list company names].
Our management team also includes [x] men and women with [x] years of engineering and design with [company], a chief financial officer with [x] years of accounting, administrative, merger and acquisition, banking experience with [company].
[ ] Strong company backgrounds pertinent to your management team's functions are good references to demonstrate a solid background and assure a higher probability of future success.
In-House Management
[x], President
[x], Vice President of Marketing
[x], Vice President of Sales
[x], Vice President of Finance
[x], Vice President of R&D
[x], Vice President of Operations
[x], Controller
Outside Management Support [hourly / project basis]
[x], Accountant / CPA
[x], Corporate Attorney
[x], [Type of Consultant]
Additionally, our outside management advisors provide tremendous support for management decisions and creativity.
Product Strategy
Current Product
[ ] Give your concept description and desirability of your product or service.
[Company] currently offers [x] products: [List products and resources].
[x], our principal product, consists of [x].
Overall our existing product line is [give status: introductory, growth, maturity or growth stage].
Our product technology consists of [x].
Research and Development
In response to demonstrated needs of our market, new [products / services] are being developed to include [x], [x], and [x]. These new [products / services] are especially useful to [describe prospective customers] who can now easily [x]. Launches are planned for [month], 19[xx] and [month], 19[xx].
In addition to our existing products / services we have developed / plan to introduce [x] follow-on products / services, (product) is a [x] and is especially useful to [x] (prospective customers) who can now easily [x].
Other product / services include [x].
Production and Delivery
The key factors in our [production or service] delivery include [x]. Our current [product or service] is produced at [location or by x supplier]. Because of [x], our future facility will need to [expand / move / etc.]. Our biggest advantage is [x].
Market Analysis
[ ] Give a brief summary of your existing and projected marketplace.
Market Definition
The [x] market is growing rapidly. The market for these products amounted to $[x] million in 19[xx]–representing a [x]% growth over $[x] million in 19[xx].
According to the [research firm / industry report / trade journal], the overall market for the [x] industry [worldwide / nationwide / in this region] is projected to be $[x] [billion / million] by the end of 19[xx].
The area of biggest growth in the [x] market is in the area of "[x]".
Currently, the market distribution is shared by [x] participants, with [top competitor] considered the market leader.
In the next [x] to [x] years it is estimated that there will be more than [x] [thousand / million] of [product]s distributed by [Company]. The market potential for [product] in these quantities – with a current retail price of $[x] per unit – is approximately $[x] [thousand / million]. This translates to [Company]'s market share of [x]% of the overall market by 19[xx].
Customer Profile
[Company]'s target market includes [types of customers]. The typical customer of our products is someone who is in the [x] field, and who currently uses [product] for [give application / purpose].
[ ] Who are your customers? Where are they and how do you reach them?
[ ] Are they buying your product / service from someone else?
[ ] How will you educate customer to buy from you?
A partial list of [actual] customers includes:
[x]
[x]
[x]
Competition
Companies that compete in this market are [Competitor 1], [Competitor 2] and [Competitor 3]. All companies charge competitive prices: [list examples and range of prices].
Key factors of [list top factors] have resulted in the present competitive position in the industry.
Compared to competitive products (or the closest product available today) our (product/service) can/will [x].
The ability to [x] is a capability unique to (Company)'s products/services.
[ ] How would your customers compare your product with those of competitors?
[ ] Advantages product or service has -- its improvements over existing products or services.
Our strategy for meeting/dominating the competition is [lower price, bigger / better, -- your unique selling proposition].
Risk
The top business risks that [Company] faces as it begins to [enter / expand in] the [x] market are:
[ ] Give a 1 to 2 line description of your top 2 or 3 business risks.
An environmental risk that may cause some concern is [top environmental risk].
Marketing Plan
Responses from customers indicate that our [product / service] is enjoying an excellent reputation and we fully intend to continue this trend. Inquiries from prospective customers suggest that there is considerable demand for it. Relationships with leading OEMs (Original Equipment Mfgs.), retailers, Fortune 500/1,000 companies, major accounts, manufacturers and distributors substantiate the fitness of [Company] for considerable growth and accomplishment in our industry / area.
[Company]'s marketing strategy is to aggressively enhance, promote and support the fact that our products [list your unique features, benefits, established market position / presence].
Sales Strategy
Because of [product]'s special market characteristics], [seasonal / geographic / etc., as mentioned in your Market Analysis section], our sales strategy includes [x]
[ ] Examples: appealing to walk-in retail customers, reaching executives by direct mail, demonstrating your product in manufacturing facilities, etc.
[ ] Briefly describe how your sales strategy will address specific market / environmental conditions.
Distribution Channels
[Company]'s marketing strategy incorporates plans to sell our [product] through several channels.
[ ] Give a 1 to 2 line description of your major channels of distributing your product or service.
The determining factors in choosing these channels are [x].
Our mix of distribution channels will give us the advantages of [list advantages] over our competition.
A partial list of [Company]'s major current [distributors / retailers] includes:
[x], [x] and [x].
Advertising and Promotion
Our advertising and promotion strategy is to position [Company] as the leading [manufacturer / service provider / distributor] in the market.
We will utilize the following media and methods to drive our message home to our customers:
[ ] Give a 1 to 2 line description of your top means of advertising and promoting your company and products to your customers (classified ads, color catalog, etc.).
For the next [x] [months / years], advertising and promotion will require $[x].
[ ] Figure about 10% to 20% of sales $$$ the first year, depending on your industry.
On an ongoing basis we will budget our advertising investment as [x]% of total sales.
Public Relations
During 19[xx], [Company] will focus on the following publicity strategies:
[ ] Give a 1 to 2 line description of your top 2 or 3 publicity strategies or areas of focus.
We will track, wherever possible, the incremental revenue generated from our advertising, promotion and publicity efforts. We anticipate at least $[x] of sales will be generated directly from our promotions, and possibly an additional $[x] of indirect increase in sales through our various channels.
Financial Plan
Exit / Payback
The attached financial projections indicate that the exit of [investor] will be achievable in [x] years. The exit settlement will be in the form of [x].
[ ] -OR-
The increase in profits generated by [x] will allow us to have the funds to repay the loan in [x month / years].
Conclusion
[Company] enjoys an established track-record of excellent [support / service] for our customers. Their expressions of satisfaction and encouragement are numerous, and we intend to continue our advances and growth in the [x] marketplace with more unique and effective [product or service].
[ ] Add any personalized concluding remarks that you feel would augment the initial impression given by this Executive Summary.