Key Takeaways:

  • A strong executive summary provides a concise yet compelling overview of a business plan.
  • It should include the business’s unique value proposition, market opportunity, financial highlights, and growth strategy.
  • Tailor the summary based on whether the business is a startup or established company.
  • Keep the language clear, confident, and jargon-free, emphasizing value and vision.
  • Avoid vague language; demonstrate clarity and ambition with measurable goals.

What Is An Executive Summary?

What is an executive summary for a business plan, and how do you create one? 

An executive summary is a brief, positive synopsis of the business and goes at the beginning of your business plan. An executive summary is normally about one to two pages long, contains two-sentence overviews of each section within the plan, and covers the most important information about the business. 

Ideally, potential investors will be able to quickly grasp the key elements of your business plan from the executive summary alone. They can then read deeper into areas they are particularly interested in.

Finally, the executive summary should be clear, succinct, and engaging while remaining succinct and professional. A dry executive summary will not entice readers to take an interest in your business.

What Goes into an Executive Summary?

The full content of the executive summary will vary depending on if the business is a startup or an established business. However, there are certain elements common to both.

Every executive summary should include:

  • The name and location of the business.
  • Your company's value proposition, explaining what sets your company apart from your competitors.
  • The marketplace need(s) your company meets, with evidence of that need.
  • How your company's products and/or services meet that need.
  • A description of your competition and the advantages your company has over them.
  • A description of your target market and customer.
  • An overview of your company's management team and how each member contributes to its success.
  • A description of the company's current developmental stage.
  • A financial summary, showing projected sales and profits for the next three years in a way that is both honest and convincing.
  • If you are requesting money from a financial institution, state the specific amount you want. For investors, state the percentage stake in the company you're offering for their financial backing.
  • A summary of major milestones so far and your goals for the future.

Startups, or pre-revenue companies, should also include:

  • A brief overview of your sales and marketing strategy.
  • Your implementation plan, describing how you intend to get the business from planning to opening.

For established businesses, be sure to add:

  • Your mission statement, which is a brief description of the purpose and values of the company. This helps to attract the right investors who share your common vision.
  • A short history of the company, including the products and/or services it provides and general statistics (number of employees, locations, etc.).
  • An overview of how the business has grown, both revenue and market share.
  • A financial summary.
  • A business roadmap describing your plans for the company. Investors want to see how you plan to use their money to grow the business.

Common Executive Summary Mistakes to Avoid

Even a well-written business plan can fall flat if the executive summary includes avoidable errors. Here are the most common pitfalls:

  • Too much detail: The executive summary is a high-level overview, not the place for in-depth analysis.
  • Lack of clarity: Avoid industry jargon and overly complex language.
  • No unique selling proposition: Investors want to know what sets your business apart—don’t skip this.
  • Unrealistic projections: Financial forecasts should be aspirational but grounded in logic and data.
  • Ignoring the target audience: Tailor your summary for your intended reader—bankers, investors, or partners.
  • Skipping the summary entirely: Writing it last doesn’t mean you should neglect it; it’s often the first (and sometimes only) section read.

How To Write A Business Plan Executive Summary

  • Write it after - Write the executive summary after you have completed the entire business plan.
  • Create a compelling case - Start the executive summary with a compelling case for why you have a great business idea. No matter how good the rest of the plan looks, no one is going to be interested in a bad idea.
  • Keep the tone upbeat, but don't oversell. While you don't need to mention ordinary risks, it's OK to note unusual challenges. However, always be sure to highlight the positives.
  • Write in concise language using layman's terms. Anyone without knowledge of your business should be able to understand your executive summary and recognize the opportunity it presents.
  • Present a clear plan for your business. Do not be ambiguous. Multiple options convey indecision and uncertainty which are turn-offs for potential investors.
  • Conclude with positivity. Your executive summary should end with a few sentences that tell the reader why your business will be successful. Keep the language positive and confident, and avoid unsure words like “maybe” and “possibly.”
  • When you've finished, read it back to yourself aloud. Make changes where sentences sound awkward or don't flow well. Then give it to someone who is unfamiliar with your business to read. Note their feedback.

The executive summary is the most important part of your business plan, but it need not be the hardest to write. If you've written the plan, you've already done most of the work.

Tips for Making Your Executive Summary Stand Out

To elevate your executive summary beyond the basics, apply these expert tips:

  • Lead with purpose: Start strong with a single sentence summarizing your business’s mission.
  • Quantify your opportunity: Use market data, customer insights, or industry trends to back up your claims.
  • Incorporate key performance indicators (KPIs): Highlight past metrics or future benchmarks—like growth rate, customer acquisition cost (CAC), or lifetime value (LTV).
  • Showcase traction: Mention any key milestones (e.g., revenue growth, signed contracts, beta product launch).
  • Use formatting to your advantage: Short paragraphs, subheadings, and bullet points make the summary more digestible.

Executive Summary Examples by Business Type

Different business types may require tailored executive summary content. Here’s how to approach a few common categories:

  • Technology Startup: Emphasize product innovation, market gap, scalability, and potential funding rounds.
  • Retail Business: Focus on brand, location strategy, supply chain efficiency, and customer demographics.
  • Service Provider: Highlight specialized expertise, market demand, pricing structure, and competitive edge.
  • Nonprofit Organization: Include mission impact, funding strategy, community outreach, and measurable outcomes.

Examples add clarity and help convey professionalism. Consider reviewing real summaries for inspiration—many are available online as public business plan samples.

Frequently Asked Questions

1. How long should an executive summary be in a business plan? Typically, one to two pages. It should be long enough to convey your vision and highlights without overwhelming the reader.

2. Should the executive summary include financial information? Yes. Include high-level financial projections and funding needs. Avoid detailed spreadsheets—just key figures.

3. When should I write the executive summary? After completing the full business plan. This allows you to accurately reflect all sections in the summary.

4. Can I use the same executive summary for different purposes? Not exactly. Tailor your executive summary for the intended audience—investors, banks, or partners.

5. What tone should the executive summary have? Confident and professional. Be optimistic but realistic, and avoid language that’s overly promotional or vague.

Do you want a lawyer to review your business plan?

There are plenty of examples of executive summaries online to guide you further.

If you need help reviewing your business plan with a legal counsel business plan, you can post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.