How to Write a Business Proposal Executive Summary

The executive summary is often the only section of a business proposal that some will read.

In a business proposal, the executive summary is the most important section because it often is what reviewers read to determine whether the rest of the proposal is worth their time. The executive summary should be written to provide an overview of the contents of the proposal with enough compelling information to convince lenders or investors that your business is a viable, profitable prospect. As you write, consider the anecdotes and facts that will make the strongest case for your business.

Instructions

1. Draft the executive summary after you have completed the rest of the proposal. In doing so, you will be able to look over the finished report and highlight the most important information and conclusions to include in the summary. Read through the proposal once before writing the summary to get an overall sense of the project.

2. Write a strong, attention-grabbing lead sentence. Construct a sentence that uses a surprising fact, provides a strong statement about the market, or makes a bold claim. The goal of the lead is to grab the reader's attention and pull him into the business idea. Consider using an idea that provokes an oppositional response; if you do so, back it up immediately with hard data or facts. Keep this paragraph short to keep readers moving.

3. Open the second paragraph with the solution to the problem posed in the first paragraph. The first sentence should introduce your business concept and provide a brief explanation of how it will meet the needs of the market. In the following sentences, provide a concise description of the business. Use bullet points in the description to make the summary easier to read and scan.

4. Describe the strongest aspects of your business. Choose aspects to which the reviewers can relate. Look over your business proposal and find the thing that sets your business apart. If you have unique technology that enables lower prices and will give you an edge over the competitors, for example, use it as a basis to explain why your profits will benefit. If you opened the summary with a strong statement of customer need, explain how you can fill it.

5. Explain why your proposed business can fit into the market now. Convince reviewers that they should act immediately to capitalize on a great investment opportunity by giving information that suggests a sense of urgency. You might provide data about consumer behavior or note the lack of competitors, for example.

6. Close with a brief financial summary. Provide a simple budget analysis, breaking the overall loan amount into four or five line items with the total at the bottom. Include a simple estimate of projected profits for the first five years. This helps lenders evaluate the proposal against their resources, taking into account the potential return on investment.

References

• Inc.: How to Write an Executive Summary
• California State University: Executive Summaries Complete the Report