You Have 30 Seconds or Less for Your Business Plan Executive Summary


The average reading time for a business plan is 30 seconds and is getting shorter. If your plan or presentation does not capture the imagination in that time frame, you are wasting your time. Next in our Start Up Series: you have 30 seconds or less for your business plan executive summary:

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The same goes for your Executive Summary. It is the first part of a Business Plan to be read – and the last to be written.

Here, in less than a page, you summarise the key points of your plan. It should:

Describe your unique offering

And why it is exciting.

Describe the market

And the clients you have secured (make sure you name drop).

Show routes to market

Show how you will and have reached the market.

Explain your business model

Be concise and clear.

Show results and projections

Include the results so far and your projections.

Include the ask

Money, advice.

Explain how your company came to be

Give the brief story.

Recommended reading: Tailoring Your Business Plan For Different Readers

This is the most important part of the business plan, since it’s usually on this that a decision is taken to read further.

Most business plans are rejected before the Executive Summary has been fully read.

So make sure it makes the reader sit up, make it real, make it enjoyable and make them beg for your business!

Over to you now. Can you describe your start up in 30 seconds or less? Have you worked and reworked your business plan executive summary? Tell us in the comments below. 

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Tuesday, 19 November 2019
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