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.
Although anyone who looks at your marketing plan is sure to read the executive summary, many readers will not read every part of the plan itself. This is why the summary needs to express the goals your company has set and its plans to achieve them. A good executive summary is made up of the following:-
Describe your business as well as its products or services. For companies already up and running, mention how long you have been in business and where your offices are located. Don’t forget to add information on current customers and sales figures.
Help readers understand the future of your company and why you believe the goals you have set for it are realistic and reachable. You should include market analysis and current statistics in order to back up your statements. Adding these details makes your plan stronger and leads to smarter business decisions down the road.
Present your company’s management structure by explaining how it is organized and who will be the key members of management.
This would include the resumes of each member of your management team as well as budgets and timelines regarding your marketing action plan.
The final part of your executive summary should combine your marketing message with the reasons why readers can trust in your company to succeed.