1. Executive Summary WHO S  Yourself  Your Customer  Investor

2. What  Summarizes the Key Points of a Business Plan  2 Pages Maximum  Most important part of the Business Plan  Sales Pitch of your Business Highlights the best value, benefits

3. WHY  Prepares readers for the Business Plan  Entice the reader to want to read the Plan  Makes X-ref easier Acts as a guide/ Map  Investors don’t have time to read whole plan

4. Where  Usually at the front of Business Plan  Front of supporting document.

5. WHEN S J  At meetings as part of a document  With your Plan when you go up against a panel of investors  Verbally at Networking Events

6. HOW  Summarizing all the juicy bits  Advertising Big Mac Toys R Us etc. Movie Trailers