Executive
Summary
A workshop on how to
prepare an executive
summary for Opportunity
Quest competition
Clifford Hurst
40 : 1
4 Judging Criteria
Executive
Summary
2-min
Video
Business Plan
Pitch
Thought
Starters
Is it doable?
Is it worth doing?
Can we do it?
Do we want to do it?
Feasibility
Market
Personal
Value
Is it
doable?
Is it
worth
doing?
Can we
do it?
Do we
want to
do it?
Source: Effectual Entrepreneurship (2011), by Read, et al
Suggested Content for 4 pg. Exec Summary
• Business Overview
• Business Model
• Product/Service Overview
• Industry Analysis
• Competitive Analysis
• Customer Analysis
• Marketing & Sales Strategy
• Operations Plan
• Management Team
• Primary Accomplishments
• To date
• Key Milestones
• Financial Plan
• Appendix
Cliff’s Notes
Appeal to the eye
Name, logo, and tag line should convey
meaning
Solve a problem you have.
Then, demonstrate that others have it, too.
State your assumptions
Top-Down Market Strategy
Facebook has 1.1
Billion users. If we get
only 1% of those as
customers, we will be
worth $100 million in
three years!
Bottoms-Up Market Strategy
• We will exhibit our home improvement service at 4 Home Shows in
Utah during the next 12 months
• Goal of obtaining 100 qualified leads per show
• Follow-up with thank you notes, offers of free estimates, then phone call
• Goal of getting 1 appointment for free estimate for every 10 leads, or 10
appointments per show
• Goal of converting 1 of every 2 estimates to a contract at average value of
$10k per sale
• Yield 20 sales = $200,000 in revenue from trade shows in next 12 months
If we win Opportunity Quest, we will…
• Buy a portable display booth to use at
trade shows
• Purchase portable router and table saw to
increase efficiency of construction crews
on site
• Hire professional to re-design logo and
color scheme of web site
• Stop using chintzy clip art in our
presentation materials
10-Slide Pitch (or for Exec Summary)
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Title
Problem and opportunity
Value proposition
Underlying magic
Business model
Go-to-market plan
Competitive analysis
Management team
Financial projections and key metrics
Current status, accomplishments to
date, timeline, and use of funds