Executive Summary |
Current Situation |
Competitor and Issue Analysis |
Marketing Objectives |
Strategizing with "The 4 Ps" |
Action Programs |
Marketing Budget
Marketing Plan Components: The Executive Summary
The Executive Summary section of your marketing plan allows you to introduce your
company and explain the major points of your plan "in a nutshell." A number of people
lack the time and interest to read your entire marketing plan; nonetheless, they
need to be "on board." The Executive Summary is for them.
You'll need to write it after the other sections have been written, since it's a
summary of their major points. Some of the key points to cover are listed below:
1. Introduce your company by briefly describing the nature of your business and
the products or services you offer.
- If your business is already in operation, state how long you've been in business
and how long you've been at your current location. Describe your business activities
including sales and customers. Highlight your accomplishments and successes.
- If your business is not yet in operation, describe the experience and training you
have that qualifies you to operate this type of business. Include similar information
for business partners or key managers of the company.
2. State your founding philosophy-often called a mission statement-and company objectives.
- Mission statements are relatively abstract, such as "to provide quality day care
for children."
- Company objectives are more specific, such as "to be the child care provider of
choice in the Tri-County area and to increase enrollment by 25 percent in 12 months."
3. Introduce your management team. (This may be you-wearing many hats!)
- Describe the organizational structure of your business. Is it a sole proprietorship,
partnership or corporation?
- List key management. Include copies of their resumes in the supporting documents
section.
- Disclose management salaries and ownership, management assistance and training needs,
and supporting professionals (such as a bookkeeper or lawyer).
- List the board of directors.
4. Close the executive summary with a brief statement of the main marketing objectives
and strategies contained in the plan.