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Executive Summary Template 1
Executive Summary
This document describes the entirety of the business in two or three pages. This will likely be the only
document a prospective investor reads initially, and hence brevity, conciseness, and clarity are of the utmost
importance. This document is designed to guide you on the creation of the critical components of this
document, and provide examples of appropriate content for each section.
Instructions: Read each section and fill it out using the instructions and examples to guide you. Once you
have completed the section, erase the instructions that appear in italics.
This section consists of a single paragraph that succinctly describes the product you intend to develop, the
target market for the product, the benefit the product provides to that target market, the competitors for the
product, and how the product is different from competitive solutions in the market. A sample overview
paragraph might look like this:
<Product name> is a <type of product/category description> that delivers <statement of
benefit>. Unlike <specific competitor or competitive category>, <product name> provides
<statement of differentiation>.
For example:
PayPal is a web-based payment service that allows buyers and sellers to transfer funds
instantaneously while protecting against fraud and identity theft. Unlike credit cards, PayPal
allows any merchant to accept funds, and allows customers to pay for goods without
disclosing sensitive banking or personal information.
Lorem ipsum…
This section consists of either a short story or a handful of bullet points that concisely identifies the problems
the product is designed to solve. Educate us – what is the current state of the world Tell us – why is this a
problem, and for whom is it a problem Inspire us – what could a customer achieve with the product that
currently isn’t possible Use declarative sentences with simple words to communicate each point. Less is
For example:
Small web-based merchants are currently unable to sell their goods online due to their
inability to process credit cards. Processing credit cards requires a merchant to acquire a
merchant account from their bank, something that is currently prohibitively expensive for
small online merchants. At the same time, customers are currently hesitant to disclose their
credit card number to merchants on the Internet, due to the risk of fraud. As a result, many
merchants are unable to capitalize on the World Wide Web to reach and sell to new
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