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| Executive Summary: Make A Memorable Impression |
| Written by Ray L Perry |
| Friday, 11 June 2010 07:36 |
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A successful marketing plan depends heavily upon a well prepared executive summary.
A successful marketing plan depends heavily upon a well prepared executive summary. Working on a strong marketing plan for your business can be a difficult and lengthy task. One of the most important parts of your plan is the executive summary, which is a brief description of your entire marketing plan. Since anyone who looks your plan will start by reading the summary, it needs to be to the point, powerful, and informative. It would be very difficult to prepare such an effective summary before you have finished developing all of your marketing strategies completely. That is why you should not write your executive summary until all the details of your marketing plan have been worked out. After you have already done that, writing a summary of your efforts will be much easier. Some people will not want to read your entire marketing plan; that is why you need to write a compelling executive summary. It may be the only part of your plan that your readers take time to look at. The summary should describe the goals of your business and how you will reach them. Make sure it contains the following elements: * Introduction. Briefly introduce your company, the nature of your business and the product or services you offer. If your business is existing, include information about where the business is located and how long you have been operational. Highlight your customers, sales figures and accomplishments. * Company objectives. Explain your vision for the company, and the goals you desire to accomplish. Include specific statistics related to market analysis to support the objectives and strategies in your marketing plan. This will not only add relevance to your plan, it can guide you in making smart decisions for the company in the future. * Management. Describe the business structure of your organization and introduce key figures in the management team. * Additional details - Offer details related to your marketing action plan such as timelines and preliminary budgets. Your management teams' resumes should be included here as well. * Conclusion - The final part of your executive summary should combine your marketing message with the reasons why readers can trust in your company to succeed. About the Author: Learn more about the executive summary from Ray Perry. Stop by his website, where you can find information on marketing fundamentals and what MarketBlazer can do for you. |