Lesson 8 Bus 120 Activity 1
The executive summary is a miniature version of your marketing plan – an elevator pitch of sorts. It has a section that summarizes each component that your marketing plan covers in detail. Keep the executive summary to less than one and a half pages. There is no set guideline for how long the summary should be, but it should concisely highlight the most important information. For each section, think about summarizing with one question in mind: Why is this information important to the success of my business?
Your executive summary should contain subsections that correspond with the marketing plan subsections. These may include company overview, product description, management, competitive analysis, customer analysis, performance evaluation and strengths, weaknesses opportunities and threats.
Ensure you write in paragraph form and sufficiently elaborate on the topics to be covered. One or two brief sentences in each area will not be sufficient. In addition, as research will be required, ensure you include proper documentation of your sources
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