Age Old Marketing Technique Improves Business Plan Executive Summaries

Every business plan book tells you how the Executive Summary is your opportunity to provide a brief overview of your business plan; capture your readers’ attention and imagination; and, summarize the plan’s highlights and key selling points.

So, why am I telling you these 3 things when you probably already know them?

Because it’s useless advice unless you employ one, not so obvious, age old marketing technique to make these points come alive.

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Business Plan For a Small Business – What Purpose Does it Serve?

One of my favorite types of projects is working on small business plans with clients. There is an air of excitement as they work out their ideas and put their dreams on paper. I always think that I might be witnessing a birth of another future corporate giant. Some of those ideas are compelling, others seem unattainable, and yet the confidence and certainty my clients exhibit leave me with no doubt that they will succeed.

The Challenge of Writing a Business Plan
As excited as these entrepreneurs are about their ideas, for many of them the actual task of writing things down in a business plan format is very hard. They would rather get started already, develop their product or service, find a location – do all the things a typical small business owner does. They have such inner clarity about every single detail and yet communicating all of it in writing – in a business plan format – seems completely against their nature. It feels too structured, almost unnecessary.

Obtaining Financing
And yet, especially it today’s world, it is necessary. Most of the time the purpose for a small business plan is to obtain financing. No matter which group you are thinking of approaching – venture capitalists, commercial lenders, potential investors – they will all want to see a formal, written business plan.

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Simple Business Plan – You Only Need One Page To Set Your Business On The Path To Success

A simple business plan is all you need to keep your company moving along the success track.

Ask many entrepreneurs if they have a strategic/business plan/blueprint and they will nearly always say yes, but ask to see it and you’ll discover that it is often just a mental vision they have in their heads.

Writing a strategic blueprint is one of the single most important things that any company owner can do and yet, many small business owners never get around to doing it! Yes, they may have a dream for what they hope to achieve with their company but unless it is written down with goals, strategies and a plan of action, it’s really just a pipedream.

» Read more: Simple Business Plan – You Only Need One Page To Set Your Business On The Path To Success