How to Write the Best Executive Summary

Take plenty of time writing your executive summary because it will make your paper, project, or business plan really stand out!

Difficulty: Moderate

Instructions

1. Here is an example opening sentence for an executive summary: Dr. Pepper introducing energy drinks and coffee products is credible because the company is already in the business of delicious, carbonated beverages. Remember to establish credibility in the summary.

2. What is unique about your paper, project, or business plan? A business name is not enough to sell others on an idea. Create your competitive advantage in the executive summary so others feel intrigued by your case study and realize what you are doing differently within an industry.

3. Be aggressive. An executive summary should excite readers about the possibilities of the product, service, etc.

4. Provide an example of primary research data within the summary. For instance, write a survey and pass it out to people. Find survey-takers within your network online. Another option is to approach people in person and offer them $1 or a candy bar to complete the survey. One of the best software programs to evaluate information and provide statistics is SPSS. Their website is: http://www.spss.com/. Here is an example of the primary research data technique used in an executive summary: Considering students felt energy drinks were harmful scoring 4.5 out of 7 with 7 being most harmful, the idea of creating an energy drink that works but maintains health conscious decisions could break Dr. Pepper's gap with competitors in the beginning.

5. Keep it short and sweet. A shorter executive summary with the right words will go a long way.

6. Establish your market.

7. Read other executive summaries. A sample summary can be found here: http://www.associatedcontent.com/article/1905576/executive_summary_example_for_a_marketing.html?cat=5.

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on 12/7/2009 Great article on executive summaries! 5 *s