| Using the Executive Summary to Spread Your Marketing Message |
| Invention Development Advice - Marketing | |||
|
A successful marketing plan depends heavily upon a well prepared executive summary.
A successful marketing plan depends heavily upon a well prepared executive summary. If you have never written an executive summary for your small business, the task can seem somewhat intimidating. After all, the executive summary is what introduces your company and must wow readers with the brilliance of your marketing plan, right? Capturing these ideas would certainly be more difficult if you were in the early stages of developing your plan, but not if you have already pulled all of your marketing points and primary strategies together. That's why the executive summary should be written last, after all of the other sections of the plan have been completed. By briefly summarizing the ideas you have already developed, you can easily present your company and the important points of your marketing plan in a nutshell. 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 goals - 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. * Management - Explain how your company is organized and introduce the reader to the members of its 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. Conclude the executive summary of your marketing plan with a brief summary of the main marketing message and why your business will be successful. More information: Learn more about the executive summary from Ray Perry. Stop by his website, where you can find information on marketing fundamentals and what Market Blazer can do for you.
|