Know-How Exchange : Student Questions

There are some great examples at www.mplans.com and www.bplans.com .

Also try the following:

https://searchengineformarketers.com

Use the site search funtion here at MP to look for articles. There are a TON of tutorials and informative articles here.

I hope this helps!

Good Luck!

hi tess_bico,

Writing an Executive Summary

An executive summary should:
• provide a succinct, one page account of the report
• outline the objectives of the report
• explain the background to the problem
• discuss the key issues and themes identified in the analysis
• list the key recommendations of the report

Your subject says executive summary, but the body of your question says marketing plan. You';ll find lots on marketing plans at the sites which Jett talks above in his response.

An executive summary should be a quick summary of what the report says. Basically, it should be what someone at a very high level needs to know about this. It should be less than a page (and often no more than a paragraph or two). It should contain a brief statement of the problem and what your recommended solution is. All the details are in the body, so are not included in Executive Sumnmary.

Plus, the Executive Summary should summarise the content of the main report.

It should not contain new or different information!

Your questions asks for possible solutions to the case - where can we read the case? Or can you summarise the key points indicating what problem you need solved, exactly?

Thanks

ChrisB

Think of the executive summary as the "elevator speech" for the full plan. Tell the reader in a few sentences what the big idea is, and what will happen (at a high level) if the plan is approved. That's it.

It should NOT be a "teaser" to try to get someone to read the whole plan, and it should not, as ChrisB said, contain any new or different information [that what is in the plan document itself].

In some cases, the "Executive Summary" will be an abbreviated version of the section of the plan called "Strategic Overview" (or words to that effect).

Hope this helps.