Executive Summary A workshop on how to prepare an executive summary for Opportunity Quest competition Clifford Hurst

40 : 1

4 Judging Criteria Executive Summary 2-min Video Business PlanPitch

Thought Starters Is it doable? Is it worth doing? Can we do it? Do we want to do it?

Is it doable? Is it worth doing? Can we do it? Do we want to do it? Feasibility Value Market Personal Source: Effectual Entrepreneurship (2011), by Read, et al

Suggested Content for 4 pg. Exec Summary Business Overview Business Model Product/Service Overview Industry Analysis Competitive Analysis Customer Analysis Marketing & Sales Strategy Operations Plan Management Team Primary Accomplishments To date Key Milestones Financial Plan Appendix

Cliff’s Notes

Appeal to the eye

Name, logo, and tag line should convey meaning

Solve a problem you have. Then, demonstrate that others have it, too.

State your assumptions

Top-Down Market Strategy Facebook has 1.1 Billion users. If we get only 1% of those as customers, we will be worth $100 million in three years!

Bottoms-Up Market Strategy We will exhibit our home improvement service at 4 Home Shows in Utah during the next 12 months Goal of obtaining 100 qualified leads per show Follow-up with thank you notes, offers of free estimates, then phone call Goal of getting 1 appointment for free estimate for every 10 leads, or 10 appointments per show Goal of converting 1 of every 2 estimates to a contract at average value of $10k per sale Yield 20 sales = $200,000 in revenue from trade shows in next 12 months

If we win Opportunity Quest, we will… Buy a portable display booth to use at trade shows Purchase portable router and table saw to increase efficiency of construction crews on site Hire professional to re-design logo and color scheme of web site Stop using chintzy clip art in our presentation materials

10-Slide Pitch (or for Exec Summary) Title Problem and opportunity Value proposition Underlying magic Business model Go-to-market plan Competitive analysis Management team Financial projections and key metrics Current status, accomplishments to date, timeline, and use of funds