Building a Business Plan- Step Seven
Executive Summary- The Hook
This section appears first in your business plan. It must be compelling in order to encourage
investors and others to see the vision of your business. It should be no longer than two pages, but one
page is better if possible.
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Answer the who, what, when, why, and how of the business.
Who will manage the business?
What is being asked in this plan?
When will the business plan start?
How will the business succeed long term?
Example:
Executive Summary
Happy Hoppy Company
Everyone loves pets. Pets provide comfort, friendship and companionship. In recent years there
has been an increase in pet ownership of animals other than cats and dogs. It is not strange to hear of
people owning exotic reptiles, pot-bellied pigs and even rare, endangered birds. People love their pets.
One animal that is frequently overlooked is the rabbit. Rabbits are some of the most gentle,
loving creatures on planet Earth. Jackrabbits and cottontail rabbits are common, and many people
associate all rabbits with these common, pesky breeds. However, there are over 200 breeds of rabbits,
many rare and exotic, that rival any pet for comfort, friendship and companionship. This is where the
Happy Hoppy Company fits in.
The Happy Hoppy Company was started back in 1975. Its original owner, Floyd McDavid, is still
the company’s President. The company has not pursued growth over the past three decades as it strictly
dealt with local farms in West Virginia. In recent years Floyd has expanded his operation to include the
acquisition and breeding of rare-breed rabbits. These rabbits are now available for ownership.
Most people don’t look at rabbits as pets. It is the goal of the HHC to raise awareness about
rabbits and how they make great pets. Education will be the first step in HHC’s plan to sell rare-breed
rabbits. Schools and pet stores in, and around, the West Virginia area will receive free education
seminars about rabbits, rabbit breeds and rabbit ownership. Education will help build and establish
rabbits as good pets and increase rare rabbit sales.
With over 200 million households with pets in the United States, the potential market for rabbit
ownership is vast. Through proper education and availability of pet rabbits, it is expected HHC will have
sales of rabbits and associated rabbit care products of $85,000 in its first year.
The operation will initially remain small. Currently there are three full-time employees at HHC
along with an education and sales staff of 15 people. As the business grows, more staff will be hired for
education and sales.
It is the goal of HHC to raise $100,000 for future education and sales staff. This money will help
establish an education system that will increase rabbit sales for many years to come. Potential revenues
in years two and three range from $150,000 to $200,000 and will extend to neighboring states. An
online education presence will also be built to help extend the reach of HHC to all of the United States
and neighboring countries, where feasible.
It is the hope of the Happy Hoppy Company that you will want to learn more about this exciting
opportunity to invest in the pet rabbit business.