A marketing plan is a document that details how a business plans to persuade people to buy its products or services. The executive summary of a marketing plan is a brief overview of the entire plan. It introduces your company or business to the reader and highlights the main points of your marketing plan. Many people, especially those in positions of authority, are too busy to read an entire marketing plan; the executive summary allows them to have a basic understanding of your plan without having to read through a lengthy document.
Introduce your company. Briefly describe your business and the services and/or products you offer. If your business is already established, state how long you have been in business and describe daily business activities such as sales and clients. Next, highlight your accomplishments, honors and successes. If you are planning a new business, describe the experience and qualifications you have that make you equipped to run your business. Also include the qualifications of business partners and other key employees.
Write your mission statement and objectives. The mission statement tells the purpose of your business. It is a broad statement such as “to provide quality, affordable mechanic services.” The objectives are more specific ways that you plan to achieve your mission statement such as “hire mechanics with a minimum of five years' experience to ensure quality work.” List at least three objectives.
Describe the business and management team. Inform the reader whether your business is a sole proprietorship, partnership, limited liability company, or corporation. Also include specific information about key management people and why they were chosen for their specific positions. Include management salaries and any training that is needed. Mention other professionals with whom you will need to do business, such as accountants or lawyers. If you have a board of directors, list its members here.
Conclude the executive summary with a brief description of the marketing strategies and objectives discussed throughout the marketing plan.
Finish up your conclusion with one or two compelling sentences that will inspire the reader to review the entire marketing plan.
Include an Internet marketing strategy in your plan and executive summary. Keep the executive summary as brief as possible, while including relevant information. Remember that it is a summary.