sample executive summary for marketing research proposal

Executive Summary Examples for Business Plans, Project Plans, and Research Projects

By Kate Eby | February 8, 2024

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Executive summaries allow decision-makers to quickly grasp the key points of important documents and make decisions. We’ve collected a variety of executive summary examples and templates that you can use as models for your executive summaries. 

Included in this article, you’ll find a  business plan executive summary example , a  project proposal executive summary example , a  research report executive summary example , and more. Plus, learn  how to fix common executive summary mistakes .

What Are the Main Components of an Executive Summary?

An  executive summary is a concise overview of a larger document, report, or proposal. It gives high-level executives or decision-makers a quick understanding of the main points of a longer document without requiring them to read the whole text.   

These are the components you might include in an executive summary:   

• Problem Statement: Clearly state the problem or challenge the company, product, or project addresses.
• Key Proposition: Outline the proposed solution or key value proposition.
• Market Analysis: Summarize findings about the market, customer needs, or competition.
• Key Features and Benefits: Highlight the main features or benefits of the proposed solution or strategy.
• Financial Summary: Provide a snapshot of financial aspects, such as cost, revenue projections, or return on investment (ROI).
• Next Steps: Briefly describe the next steps or strategy for implementation.

Simple Executive Summary Example

The following simple executive summary presents a concise statement of key findings and links them directly to a strategic recommendation. It provides a clear snapshot of the situation and the proposed action, which is essential for an executive summary.

Problem Statement

Many small businesses struggle with inefficient inventory management, leading to lost sales and increased operational costs.

Key Proposition

Our company proposes an AI-driven inventory management system that automates tracking and forecasting, tailored for small businesses.

Market Analysis

Research shows a 40 percent increase in demand for automated inventory solutions in the small business sector, with a significant gap in affordable, user-friendly options.

Key Features and Benefits

The system offers real-time inventory tracking, predictive restocking alerts, and an intuitive interface, reducing inventory errors by an estimated 50 percent.

Financial Summary

Our projected development cost is five hundred thousand dollars with a break-even point in 18 months. The expected ROI is 200 percent in three years, tapping into a market with a potential revenue of five million dollars annually.

Development will commence in Q1 2024, with a pilot launch in Q3. Full market release is scheduled for Q1 2025, followed by targeted marketing campaigns and customer feedback integration for further enhancements.

Executive Summary Template

Download a Blank Executive Summary Template for

Microsoft Word | Google Docs

Download an Example Executive Summary Template for

Available in blank and example versions, this executive summary template guides you in succinctly presenting key information about your business plan or project to stakeholders. Simply fill in each section with relevant details to create a concise overview that highlights problems, solutions, market potential, product features, financials, and next steps.

Business Plan Executive Summary Example

Review the following example for a business plan executive summary of an eco-friendly transportation company. This example provides a clear, brief overview that is essential when you want to engage stakeholders and set the stage for more detailed discussions.

In urban areas, the lack of convenient, eco-friendly transportation options leads to increased traffic congestion and pollution.

GreenGo Mobility Solutions proposes a network of e-bike sharing stations, offering an affordable, sustainable, and flexible transportation alternative.

There is a growing trend toward eco-friendly transport in cities, with a 60 percent increase in e-bike usage. Surveys show high interest among urban commuters for more accessible e-bike options.

Key Features and Benefits 

Our e-bikes are equipped with GPS tracking and easy-to-use interfaces. The bikes are designed for urban environments, offering a convenient and environmentally friendly commuting option.

The project requires an initial investment of two million dollars, with projected annual revenue of five million dollars by the third year. We anticipate a break-even point within two years, based on subscription and pay-per-use models.

Marketing Plan Executive Summary Example

In the following example, an executive summary outlines a marketing initiative within a company, detailing both the challenge and the strategic response. It provides a clear overview of the marketing plan’s objectives, actions, and expected outcomes.

We have seen a decline in new user adoption of our company's flagship software product over the past year.

Initiate a Revitalize and Engage campaign, focusing on updating the product’s user interface and enhancing customer engagement through social media and community building.

Competitor analysis and customer feedback indicate a need for more intuitive design and stronger community presence to attract and retain users.

The campaign will introduce a sleek, user-friendly interface and a robust online community platform, aiming to increase user engagement and satisfaction.

The campaign requires a budget of five hundred thousand dollars, with an expected increase in user adoption rates by 20 percent within the first year post-implementation.

Begin a UI redesign in Q2 2024, launch a social media engagement strategy in Q3, and roll out the updated product with community features in Q4.

Project Proposal Executive Summary Example

The example executive summary below demonstrates a well-structured project proposal that succinctly identifies a specific challenge and proposes an actionable solution. It provides a comprehensive snapshot of the project, including its rationale, expected benefits, financial implications, and implementation timeline.

Our current customer relationship management (CRM) system is outdated, leading to inefficiencies in sales tracking and client management.

We propose the development and implementation of a new, custom-built CRM system to streamline sales processes and enhance customer engagement.

Internal analysis indicates a 35 percent increase in process efficiency with a modern CRM system, while competitor benchmarking shows significant advantages in customer retention.

The new CRM will offer real-time sales tracking, automated client communication tools, and advanced analytics features, improving sales efficiency and customer satisfaction.

The estimated project cost is two million dollars, with a projected increase in sales efficiency by 50 percent and customer retention by 20 percent within two years.

Initiate the project in Q2 2024, with phase-wise implementation and employee training, aiming for full deployment by the end of Q4 2024.

Startup Executive Summary Example

Startups need to communicate their vision to potential investors and key stakeholders. In this example, an executive summary helps convey the startup’s vision with a concise summary of the business opportunity, unique selling proposition, market potential, and action plan.

There is a growing demand for sustainable and eco-friendly home cleaning products, but the market lacks options that are both effective and affordable.

EcoClean Innovations is a startup offering a line of environmentally friendly, biodegradable cleaning products made from natural ingredients, catering to eco-conscious consumers.

Market trends show a 50 percent increase in consumer preference for green homecare products, with a significant gap in cost-effective options.

Our products are non-toxic and competitively priced, and they have a minimal environmental footprint, addressing the need for effective and sustainable cleaning solutions.

We require an initial investment of one million dollars, projecting a 30 percent market penetration in the eco-friendly segment within the first two years.

Launch with an initial range of products by Q3 2024, followed by marketing campaigns targeting eco-conscious communities and online marketplaces.

Real Estate Development Executive Summary Example

In the following executive summary example for a construction project, the author outlines their vision for the Greenway Residential Complex. This summary captures the essence of the construction project proposal, presenting key information in a concise and structured format.

The growing urban population in Metro City has led to a shortage of affordable, eco-friendly housing options, resulting in increased living costs and environmental concerns. Key Proposition

Our project proposes the development of the Greenway Residential Complex, a sustainable and affordable housing solution. Utilizing innovative construction methods and eco-friendly materials, the complex aims to provide a balanced urban living experience that is both cost-effective and environmentally responsible.

Research indicates a high demand for eco-conscious housing in Metro City, with a market gap in affordable segments. Surveys show that young families and professionals are actively seeking sustainable living options that align with their environmental values and budget constraints.

• Sustainable design incorporating solar panels, rainwater harvesting, and green spaces
• Affordable pricing, targeting middle-income families and young professionals
• Proximity to public transportation and city centers, reducing commute times and the carbon footprint
• High-quality, energy-efficient building materials, ensuring lower utility costs and a smaller environmental impact
• Estimated project cost: Fifty million dollars
• Anticipated revenue from sales: Seventy million dollars, with a projected ROI of 40 percent over five years
• Funding secured from green building grants and private investors
• Finalize construction permits and approvals by Q2 2024.
• Begin construction in Q3 2024, with a projected completion date in Q4 2026.
• Launch a marketing campaign targeting eco-conscious families and professionals. Tip:  In this example, notice how helpful it is to use bullet points to convey certain information. Using bulleted lists is a great way to organize and present information in an executive summary.

Construction Project Executive Summary Example

Construction projects have many moving parts, which means executive summaries need to capture a lot of information in a small space. Consider a construction-specific executive summary template to ensure that stakeholders are keyed into the most vital project information.

Download a Blank Construction Project Executive Summary Template for

Microsoft Word |  Adobe PDF | Google Docs

Download an Example Construction Project Executive Summary Template for

Microsoft Word | Adobe PDF | Google Docs

This construction project executive summary template allows users to give a high-level overview of the key aspects of a project, such as status, risks, issues, and changes. Available in both blank and sample versions, this editable template condenses complex project information into an easily digestible format. To use it, simply fill in each section with relevant, concise information about the current state and progress of your construction project, ensuring it remains updated and reflective of any changes or developments.

Renewable Energy Initiative Executive Summary Example

A renewable energy initiative executive summary should highlight the project’s objectives, strategies, and potential impact, as well as its contribution to environmental sustainability. In the following example, the summary articulates the project’s vision and its alignment with global environmental goals.

The urgent need to address environmental challenges and the increasing global demand for energy underscore the importance of transitioning to renewable energy sources. The reliance on traditional fossil fuels is unsustainable and contributes significantly to climate change.

The SunWind Project is a pioneering initiative combining solar and wind power to create a robust and sustainable energy solution. This project aims to leverage the strengths of both solar and wind energy, ensuring a continuous and reliable power supply while significantly reducing carbon emissions.

The renewable energy sector is experiencing rapid growth, fueled by global environmental policies and a rising consumer preference for sustainable energy. This shift presents an opportunity for the SunWind Project.

The project is unique in its integration of solar panels and wind turbines, ensuring consistent energy production under varying weather conditions. This scalable approach is designed to adapt to increasing energy demands. By significantly reducing the carbon footprint, the project supports global environmental sustainability goals and has the potential to power thousands of homes and businesses.

The SunWind Project has an estimated cost of two hundred million dollars, with projected revenues from energy sales anticipated to be around three hundred million dollars over the next 10 years. This represents a potential ROI of 50 percent. The project is poised to benefit from green energy grants, government subsidies, and private investments.

Immediate steps include securing the necessary environmental permits and clearances. The construction phase, slated to begin in the second quarter of 2024, will focus on installing solar panels and wind turbines, with a goal to commence energy production by the end of 2025.

One-Paragraph Healthcare Executive Summary Example

An executive summary of a healthcare initiative needs to do the following: concisely identify a pressing healthcare issue, present a tailored solution with its benefits, summarize market needs and competition, and outline the financial viability and next steps. 

In the following example, notice how an executive summary can capture all key elements in a single paragraph:

The HealthFirst Community Wellness Initiative addresses the critical problem of rising chronic illness rates in urban areas, focusing on diabetes and heart disease. Our comprehensive solution involves launching community health centers that provide preventive care, lifestyle education, and regular health screenings, as well as cater to the specific needs of urban populations. Market analysis indicates a significant demand for accessible healthcare services in these areas, with a lack of preventive and educational resources being a key gap. The initiative’s main features include state-of-the-art diagnostic tools, personalized health plans, and collaboration with local fitness and nutrition experts, offering benefits such as improved community health outcomes and reduced healthcare costs. Financially, the project is expected to be sustainable, with a mix of funding from public health grants and private partnerships. We are projecting a positive ROI within three years due to reduced hospital admissions. The next steps involve securing funding, establishing partnerships with local health professionals and organizations, and launching a pilot center in the downtown district, with a plan to expand to five more urban areas within two years.

Nonprofit Executive Summary Example

An executive summary for a nonprofit organization should communicate the essence of a project or initiative to donors and volunteers. It should concisely outline the organization’s mission, goals, and key solutions while also detailing strategies, actions, and their impact.

  This  executive summary example from Doctors Without Borders emphasizes the inadequacy of current Universal Health Coverage (UHC) agendas in meeting the needs of vulnerable populations. It then proposes six key recommendations to address these shortcomings. 

This executive summary succinctly identifies the core issue — inequitable access to healthcare — and clearly outlines actionable recommendations. This document helps facilitate advocacy and policy change, which are central to this organization’s goals.

Research Report Executive Summary Example

An executive summary in a research report concisely presents the key findings, conclusions, and recommendations derived from a research project. It covers elements such as the project topic, background, research methods, and critical insights, tailored for quick understanding and decision-making.

In this real-world  exampl e from the ASPCA , the executive summary details a study showing that veterinary hospitals’ proactive discussions about pet health insurance positively impacted hospital revenue and increased patient visits. 

Notice how this summary concisely outlines the study’s purpose, methodology, and significant findings, providing a clear overview for readers. In addition, it highlights the study’s relevance and implications for veterinary practices, emphasizing the practical benefits of educating clients about pet health insurance.

Research Report Executive Summary Template

Download a Blank Research Report Executive Summary Template for

Microsoft Word |  Adobe PDF | Google Docs Download an Example Research Report Executive Summary Template for

To create your own research report executive summary, download this customizable template. Available in blank and example versions and three printable formats, this template serves as a structured guide to organize and present the key components of a research report. Simply fill in each section with specific details about your research, including the project topic, background information, methods used, conclusions, and recommendations.

Research Project Proposal Executive Summary Example

An executive summary for a research project focuses mainly on the research question, methods, and expected outcomes. These summaries often point out how important the research could be and what impact it might have on the field.  

Download a Blank Research Project Proposal Executive Summary Template for Microsoft Word | Google Docs  

Download an Example Research Project Proposal Executive Template for Microsoft Word | Google Docs

Teams can use this one-page executive summary — available in a blank or sample version — to concisely present the key elements of a research project to stakeholders, potential funders, or academic committees. By structuring the summary with specific sections such as background, objectives, and methodology, you can be sure that you’ve clearly and briefly outlined all critical aspects of your research.

Executive Summary Slide Example

Executive summaries are often documents that one distributes to executives, potential investors, and other stakeholders. However, slideshow presentations can facilitate a more interactive discussion. Plus, the inclusion of charts, graphs, and other images can better illustrate key points.  

Download an Example Single Slide Executive Summary Template for

PowerPoint | Google Slides

Download a Blank Single Slide Executive Summary Template for

This executive summary slide template is a versatile tool for succinctly conveying key project information in a single, visually engaging slide. You can enter your project information in the blank template or download the sample version for additional guidance. Input relevant details in each section, such as an overview of your project and next steps. The template allows users to insert their own text, graphics, and data. Copy your completed slide into a longer presentation, or use it on its own as a visual complement to any stakeholder presentation.

How to Improve Your Executive Summary

A poorly constructed executive summary can serve as an instructive example of what to avoid. Ineffective executive summaries might be too detailed or technical, lack focus on key points, or omit a clear call to action. 

Here are examples of the three most common mistakes found in executive summaries:

Includes Too Many Details or Technical Information

This example demonstrates one of the most common mistakes, which is including too much detail or overly technical language. It dives deeply into the specific technical specifications of the equipment and financial metrics, which might be overwhelming for readers. A more effective executive summary would focus on the broader objectives, expected impacts, and benefits of the project in a language that is accessible to a non-technical audience.

Lacks Focus on Key Points  

Sometimes, summaries fail to clearly highlight the most critical aspects of the project or proposal. This summary lacks focus concerning the key points of the Pathways to Knowledge project. A more effective summary would concisely state the project’s goal, significance, and anticipated outcomes.

Omits a Clear Call to Action or Conclusion  

Failing to include a clear conclusion or call to action is another common mistake. The summary should not only inform but also persuade and guide the reader toward the desired action or decision. This summary outlines the project’s goals and structure, but omits a clear call to action. The document doesn’t specify what is expected from the reader or potential stakeholders, such as support, partnership, funding, or involvement in the project.

Corrected Example

To create a more effective example, start by removing overly technical details. (Stakeholders don’t need to know the specific standards with which the training modules are aligned or which types of processors power your computers.) Next, take out unnecessary details that stray from the main point of the project. An executive summary is not the place to discuss the origins of the project idea or the elements your team has not yet decided on. Finally, always conclude your executive summary with a clear call to action.

The Pathways to Knowledge project is a pioneering educational initiative by a nonprofit organization, aimed at bridging the educational divide in underprivileged and remote communities. This project involves the deployment of Mobile Education Hubs: state-of-the-art, solar-powered mobile units that are equipped with educational resources, technology, and internet access. These hubs are designed to travel to various underserved areas, providing children and adults with access to quality educational materials, online learning platforms, and virtual tutoring. Each hub also hosts workshops and seminars led by educators and experts, covering a wide range of subjects from basic literacy and numeracy to vocational training and digital literacy. The initiative seeks to empower communities by enhancing educational opportunities, fostering a culture of lifelong learning, and equipping individuals with the skills necessary for the 21st-century job market. By focusing on accessibility and adaptability, the Pathways to Knowledge project aspires to create a ripple effect of educational advancement and social upliftment across diverse communities.

Master the Art of Writing Executive Summaries with Examples for Business Plans, Project Plans, and Research Projects from Smartsheet

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How to Write an Executive Summary for a Marketing Plan

An executive summary of your marketing plan gives a brief overview of how you intend to reach your target audience and drive conversions. Here's what you should include.

Table of Contents

A marketing plan is essential when you are launching a new business or product. This plan guides your marketing activities, which can include building brand awareness, establishing your competitive advantage, growing your customer base and attracting new leads.

Marketing plans can be complex because they provide a lot of detail about your overall marketing goals and supporting activities. That’s why it’s important to also write an executive summary for your marketing plan.

What is an executive summary for a marketing plan?

As the name suggests, an executive summary provides a high-level overview of your marketing plan. Its primary purpose is to reduce complex topics and projects within your greater marketing plan to the basics and show your short-term and long-term goals. In one or two pages, it describes the key results of your marketing research and provides an overview of your brand objectives, marketing goals and related activities. 

How to write a marketing plan executive summary

The executive summary should cover the main parts of your marketing plan, as well as information about your company and brand, your products or services, the market, and your overall direction. While the marketing plan is typically written in sections separated by subheadings, the executive summary is usually written as a series of paragraphs, with each paragraph focusing on one section of the marketing plan.

Here’s how to write your executive summary and what information you should include in each paragraph:

1. Write an introduction.

Your executive summary should begin with an introduction that briefly explains what the reader can expect. It provides valuable context and will make the subsequent points easier to understand. Concisely explain the project, the purpose of your marketing plan, and the key benefits it provides to potential customers. Keep the introduction simple, short and direct.

Example : This plan is presented for XYZ Company, which sells widgets for the IT industry. We’ve created a new widget for the healthcare industry, and our marketing plan will show that we have a unique opportunity to expand into a new market.

2. Describe your company and team.

Briefly describe your business, including its history, structure, customer base and sales figures. List the main people involved with the business, including their positions and responsibilities, their respective skills and experience, and their responsibilities with respect to achieving your marketing goals . Include relevant external service providers (e.g., accountants, marketing experts and suppliers) and your company’s name, location and contact information.

Example : XYZ Company has been around since 2010 and is based in Anaheim, California. We sell widgets for the IT industry, which are designed to increase energy efficiency and reduce operating costs.

3. Outline market factors and trends.

Describe the marketplace and industry sectors in which you sell your products and services, and the main trends that affect them. List the factors that influence the market, the innovations that are taking place, and the main drivers or players involved.

Example : There are several large companies and a few smaller specialty companies that sell similar widgets to the IT industry. Innovations in this market can cause disruptions, but only when they provide significant benefits in cost savings or efficiencies.

4. Describe products or services being marketed.

Describe your products or services and explain their key features and benefits. Outline your products’ or services’ unique selling propositions to show how they differ from or are better than competitors’ offerings.

Example : We’ve created a new widget for the healthcare industry, which is outside our current market. This new product provides healthcare companies with greater efficiencies and cost savings not currently offered by existing products. Similar products exist in other industries, but there are currently no widgets designed specifically for the healthcare industry.

5. Define your customer base and related marketing activities.

Describe the key aspects of your target audience, as well as how you identify those customers. Briefly explain where you find your target customers and how you will reach them. Outline your promotional strategy, including its main objectives and related timelines. Describe your key marketing priorities and how they relate to specific business activities (e.g., entering a new market or creating new products). Explain what methods you will use to distribute your products or services.

Example : Our target market is large healthcare companies, including hospitals, clinics and manufacturers of healthcare devices. We plan to do a marketing campaign through direct sales and social media marketing. [Learn more about how to design an email marketing campaign you can include in your marketing plan/executive summary.]

6. Define any financial plans and projections.

Clearly define key financial information related to short-term and long-term marketing activities. Provide line-by-line budget details for individual activities and related metrics to determine their success.

Example : Our marketing budget for the year is $100,000, which will be spread over the following marketing activities.

7. Summarize your overall objectives and any related strategies.

Briefly describe the project’s goals and the strategies that will be implemented to achieve those goals. Conclude with a couple of sentences that will encourage the reader to review your marketing plan.

Example : We’ve developed a marketing plan that will help us to quickly reach key stakeholders in the healthcare industry and become the main provider of widgets to this market. We will use our experience in selling to the IT industry to showcase the benefits of our widget.

Additional tips for writing an executive summary

These tips should help you create an effective executive summary of your marketing plan:

Write the executive summary last.

The executive summary is a brief overview of your marketing plan. Write the complete marketing plan before you provide a summary of that plan. Once you have all of the information for your marketing plan, you can decide what’s important enough to include in the executive summary. 

Whoever reads the executive summary should come away with a complete understanding of your marketing goals. Tell your story. Explain what your company does and why you chose to do what you do. Talk about what matters to you, the people who are helping you meet your goals, and what you want to achieve with your marketing.

Take notes.

When you’re creating your marketing plan, make note of anything that stands out. This could include interesting statistics, memorable moments, key findings about your competitors, anecdotes from leadership, ideas to support promotion and newsworthy events. Check out what your favorite brands are doing, note anything interesting you’ve read in a blog or article, or recall an interesting tool or technology that you can apply to your business. These ideas can be inspiration for an engaging executive summary.

Do your research.

Your executive summary must contain key data and findings, including an analysis of the market and your competition, as well as budgetary and financial considerations. Your full marketing plan will provide more details, but the executive summary should contain important research data to get your reader interested in your marketing plan.

Watch your language.

An executive summary is a professional document, so you should write in a professional manner. However, the language should also reflect who you are as a person and as a company.

Your executive summary tells your story. What is your style? What is your audience’s style? The tone of this document should match the tone of your marketing material and your company.

Avoid clichés and hyperbole, as they come off as inauthentic and can rub readers the wrong way. Clichés tend not to match the reality of your situation, as they can overpromise on what you can actually deliver. Is your company the best in its category among all competitors? What determines “best”? Ensure any claims you make are specific and measurable.

Remember the marketing.

Keep in mind that the purpose of your executive summary is to market your business. The summary should concisely position what you’ve written in the marketing plan in a way that compels the reader to continue. Include a brief explanation of the most important and interesting information and the key takeaways that will matter to the reader. [Learn more about effective offline marketing tactics you could potentially include in your marketing plan.] 

Keep it current.

Your marketing plan should change over time, and so should your executive summary. Include any updates to your products, services or technologies, or any significant changes in your market and competition. For example, COVID-19 forced many companies to change their marketing strategies and business practices. Your executive summary should reflect the changes your company has made to its marketing plan to deal with the changes in the market.

Importance of the executive summary in a marketing plan

A marketing plan has several benefits:

• It helps you understand the needs of your target audience.
• It enables you to market your products to meet your customers’ specific needs.
• It determines what content you should produce to support your marketing efforts.
• It describes your competitive advantage and unique selling points.

The marketing plan is your guide to marketing your business effectively. The executive summary highlights the most important goals, actions and research results of your marketing plan. It is designed to grab readers’ attention and ensure they quickly understand where your business is going and how it plans to get there.

Additional reporting by Sean Peek.

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How To Write an Executive Summary

An effective executive summary can mean the difference between a client win and the recycle bin. It's arguably the most valuable component of any business proposal , but many people get confused when it comes time to put pen to paper.

An executive summary is not actually about summarizing at all; it’s about selling. Here’s how to write a proposal executive summary that seals the deal, including the 5 key components you need and some helpful dos and don'ts.

8 min. read

(This article was originally published on 7/4/2017 and updated on 05/16/2023)

There is so much dissent surrounding the executive summary of a proposal— Where does the executive summary go? How long should an executive summary be? How do you format an executive summary? These uncertainties can add to the already stressful task of getting a winning proposal written, designed, and delivered to the prospective client on time. It’s time to set things straight.

What is an executive summary?

The executive summary is arguably the most valuable component of any proposal. It serves as an introduction, allowing readers to quickly get acquainted with your proposal by outlining what’s to come. It gives you an opportunity to sell your proposed solution and explain why the prospective client should choose you over the competition.

The purpose of an executive summary

First of all, the term “executive summary” needs a rebrand. The name itself speaks of stuffy suits, boring, jargon-filled reports, and boardrooms filled with cigar smoke and people ready to say no.

They can’t wait to read your executive summary.

In all seriousness, the word “summary” can be misleading, and this is the first mistake people often make when it comes to writing their executive summary. They think that the purpose of an executive summary is to explain the entire proposal in 250 words. But it’s not.

The real purpose of an executive summary is to engage your prospective client. It helps the prospect quickly decide whether they're going to read the rest of the proposal, pass it on to other decision-makers, or if it's destined for the recycle bin.

So you better make it good.

The executive summary of your proposal needs to grab the reader’s attention and pique their interest. Even though you and your team spent painstaking hours writing this proposal, selecting just the right graphics, and coming up with the best solution for your potential client’s problem, they may only read this one page and then flip to your pricing table.

That’s why this section needs to be specific and persuasive, with a focus on results and benefits of your company/product/service, rather than describing features. You can save the features for the body of the proposal.

When should you write the executive summary?

Whether you write the executive summary before or after the rest of the proposal is as contentious as the debate about the best part of a Reese’s Peanut Butter Cup: the chocolate or the peanut butter.

Some people feel that you should write the executive summary first because it can help you outline your concept and organize your thoughts for the entire proposal. That way, it acts as a guide for members of your team who are tasked with preparing sections of the proposal, ensuring that the big idea is consistent throughout, and that all necessary components are included.

Others feel strongly that you should write the executive summary after you’ve prepared the rest of the proposal because you’ve had a chance to work through the objectives and the solutions, and you’ll have a better idea of what to say and how to say it. Plus, things may have changed since you first started the proposal, so you might need to adjust your approach.

How to format an executive summary

The format of an executive summary is an important consideration that many people overlook. What do you include? How do you arrange the sections? To help you get started, here are the components of a good proposal executive summary:

The Opener: Capture their attention

You need an opener that's compelling. A way to get the potential client’s attention right away, and you do that by talking about THEM, not about you. Focus on the issue and the result, but be direct, concise, and evocative.

This is the time to hook them in — get them excited about what they’re going to read next.

The Need: We get it

Before a client hires you, they want to know that you get them. You can’t solve a problem that you don’t understand. This section of the executive summary is where you demonstrate your grasp of the situation. You could include a bit of your own research or a brief reference to your company’s experience dealing with a similar situation. You should also talk about how the client will benefit from solving the problem — what will change, the positive outcomes, the results.

Again, the focus here is on the prospect and their challenge, not on you and your company.

The Proposed Solution: We’ve got it

Now you’re in the spotlight. This section is where you talk about the brilliant solution you’re proposing and why it will work. But remember, this is just an overview. The prospect can read all the delicious details in the proposal, so keep it high level but still provide enough detail to convince them you have something specific and well thought out for them.

This section should start to provide your prospect with a sense of relief and get them excited about the result.

The Evidence: We can do it

It's time to show your stuff. Talk about why your company, your team, or your product is not only willing to take this challenge on, but how and why you're qualified to do so. Demonstrate what sets you apart and why they should choose you over the competition.

Maybe this is your niche market and you have lots of experience helping other companies with a similar issue. Maybe it’s a particular skill set your team possesses, your research, your algorithm, or your project management process. Or maybe you’ve won 27 Academy Awards for best picture, and you know you can make this a hit.

Talk about WHY you can make this a successful project and deliver results, but (broken record) keep it brief.

The Call to Action: Let’s do it

Keeping in mind that the purpose of the executive summary is to sell, it’s now time to close the deal.

Make the client feel like they have no other chance for happiness than to hire you and proves your solution is the one that will make their dreams come true.

Talk about why you want to work with them — a little flattery goes a long way — and about how, as partners, you will be successful.

Executive Summary Examples

Without further adieu, here are four (fictional) business proposal executive summary examples that will get your prospects excited to work with you.

1. Example of Ecommerce Executive Summary

Prospect: Gyuto -- Japanese chef knife brand Sender: ThinkBig -- Shopify design agency Project title: Shopify ecommerce Proposal

Gyuto sells what is arguably the coolest line of artisanal, sustainably-sourced kitchen knives in the world. They're handmade in Japan, capable of slicing tomatoes as thin as paper, and surprisingly affordable, considering the attention to detail. But as impressive as Gyuto knives are, you've got a static website that merely showcases low-res photos of your product line and requires customers to pick up the phone and place orders manually.

As you're well aware, placing orders manually is not sustainable. It’s severely limiting your potential for sales, and it's negatively affecting the way your customers perceive and experience the Gyuto brand. You need an ecommerce store so that customers can easily buy products from you directly at any time, from anywhere, however they want. This is the only way to grow your business online.

Lucky for you (and 1,000,000 other retailers around the world) there's Shopify. Shopify is an awesome hosted ecommerce app that empowers retailers with an easy-to-use, easy-to-manage, customizable online store and secure checkout. Shopify gives you control over the look and feel of your store and allows you to add products, manage inventory, track sales, and more. It's hassle-free ecommerce that allows you to focus on other aspects of your business.

We'll focus on implementing Shopify and leveraging its features to help drive Gyuto revenue and improve your customer experience. We'll also include powerful search and categorization so customers can easily and quickly find what they're looking for. We use best practices so that product pages convert users to add more items to their shopping cart. And then, most importantly, we’ll guide people down the conversion funnel to complete the checkout process. With this solution, we aim to grow your monthly sales by 50% within the next six months.

Here at ThinkBig, we're proud to be Shopify experts. That means we're among an elite group of developers who have been trained and approved by Shopify to help businesses like yours grow their online presence. Our Shopify status only enhances our already extensive knowledge of ecommerce trends, functionality, customer behaviour, and design. We've helped many businesses transform underperforming sites to an all-out sales boom just by improving their online shopping experience.

We love working with companies like Gyuto. Those who embrace the changes required for growth while still honouring their brand values and customer loyalty. With this attitude, a partnership with ThinkBig can transform Gyuto from mom and pop shop to family-run global online enterprise in a way that is manageable, sustainable, and profitable. We've done it for superstar brands like Dollar Shave Club, and for soon-to-be star brands like Rum Runners Rum Cake Factory.

If you're ready to increase your monthly sales by 50% in 6 months, we're ready to take you there. This proposal outlines in more detail how we'll do it, and what you can expect along the way. But your biggest expectation should be one of success.

As you can see, ThinkBig addresses all five aspects of a winning executive summary. They focus on the client with the opener, identify the prospect's need in the second paragraph, offer a solution with evidence to back it up, and include a clear call-to-action. While this sample executive summary is on the longer side, it tells the prospect exactly why ThinkBig is right for the job before they even get to the meat of the proposal.

2. Example of Marketing Executive Summary

Prospect: Pete’s Pizzeria -- Toronto pizza restaurant Sender: uGrow -- Social media marketing agency Project title: Social Media Marketing Proposal

Pete’s Pizzeria has been our favorite restaurant since the very first day we moved our offices to Toronto. The crispy-yet-fluffy crust is to die for, the sauce is otherworldly, and don’t even get us started on that fresh buffalo mozzarella you use. Surely this isn’t the first time you’re hearing this, but we have a feeling that you don’t hear it often enough. We noticed that you don’t have much of a social media presence, which is unfortunate because we think that everyone in the city should be lining up to eat at Pete’s Pizzeria.

If you weren’t already aware, social media is one of the most effective ways to expand your reach and grow your business. Without it, you’re leaving a giant, untapped pool of potential customers on the table and you risk losing existing, hungry customers to other restaurants that they follow. What you need is a social media marketing strategy to showcase your delicious restaurant in order to increase sales and customer loyalty.

Fortunately, uGrow can help. We’ll leverage Instagram, Twitter, and TikTok to get your name out to millions of users. Here’s how: First, we’ll get you set up on each of the platforms and work with you to establish the Pete’s Pizzeria brand and voice. Then, we’ll take some stunning pictures of your food and write captions with trending hashtags. After that, we’ll create a consistent content calendar and posting schedule to maximize engagement. And to top it all off, we’ll manage all of the accounts to grow follower counts and increase traffic to your website. With this approach, we expect to increase your sales by 25% before year end.

At uGrow, we specialize in helping small, Toronto restaurants like Pete’s Pizzeria reach their full potential and grow their business. We’ve worked with over 75 restaurants across the city and throughout the GTA, and every one of our clients saw an increase in sales within three months of us taking over their social media. We’ve had several posts go viral, which resulted in our clients’ restaurants being completely sold out for the following weeks. All this to say: we love Pete’s Pizzeria and want to help you get the attention you deserve.

If you’re interested in increasing your sales by at least 25% by the end of the year, we can make it happen. This proposal goes into more detail on how exactly we plan to execute on your social media marketing strategy, and what you can expect once we start. Let’s get Pete’s Pizzeria trending.

In this sample executive summary, uGrow does a great job at playing to Pete’s Pizzeria’s pain points (whew!), and offers specific solutions and outcomes to build credibility with the prospect. uGrow also makes a great use of social proof to demonstrate its effectiveness with evidence from past clients.

3. Example of Cleaning Services Executive Summary

Prospect: ELC Holdings -- Property management company Sender: CLEAND -- Commercial cleaning services company Project title: Cleaning Services Proposal

With over 15,000 rentals in 3 states, ELC Holdings is one of the biggest property management companies in the midwest. Your growing portfolio of residential and commercial properties is seriously impressive, but we heard you could use some help keeping your commercial spaces in good shape. As people begin to return to the office, it’s essential that your properties are clean, safe, and compliant to public health guidelines.

As you know, maintaining commercial spaces is no walk in the park. It takes a lot of time and effort to clean even one floor, let alone 4. And that’s just one of your many buildings. But now more than ever, it’s important that your spaces are well-maintained so that your tenants feel safe and secure. It’s not an easy task, especially if you lack the staff and equipment. This is why you need commercial cleaning services.

Having spent over 25 years in the cleaning services industry, we’ve built an experienced team and an arsenal of cleaning equipment that will leave your building absolutely spotless. We offer daily, weekly, and biweekly cleaning arrangements to ensure that your buildings are always in perfect shape for your tenants. From the carpets to the ceilings and everything in between, we can help you clean and sanitize every last corner of your properties so you can rest assured that your tenants are happy.

CLEAND specializes in commercial cleaning services, and has worked with over 200 businesses across the Midwest. We currently have contracts with the United Center and the Auditorium Building in Chicago, and haven’t had a single complaint in the 10 years they’ve been using our services. We provide consistent, reliable results, and stand by our commitment to quality. In fact, if you aren’t happy with our services, we’ll pay the first month’s bill if you switch to another cleaning services company.

ELC Holdings is one of the biggest property management companies in the Midwest, and CLEAND is one of the best cleaning services companies in the area. What do you say we join forces? This proposal outlines how our services could benefit your company, and details what to expect if you choose to seize this opportunity.

This sample cleaning services executive summary immediately highlights the prospect’s pain points and explains why CLEAND is uniquely positioned to help relieve them. It incorporates all five components of a well-written executive summary and even highlights different service offerings before the prospect digs into the solutions section of CLEAND’s cleaning services proposal .

4. Executive Summary Template Example

Here's an example of an executive summary made using a customizable proposal template from Proposify's gallery.

Of course every executive summary needs to be tailored to your specific project, your potential client's needs, and your brand voice. But if you're looking for more inspiration, we have many other business proposal templates that you can customize yourself.

Executive summary tips: The Do’s and Don’ts

Some other important points and guidelines to keep in mind when writing your executive summary:

Do: use a template for your executive summary Getting started is the hardest part of writing a proposal executive summary. If you’re struggling to get the ball rolling, consider using a business proposal template that includes a sample executive summary. This can help ensure that you cover everything an executive summary should include.

Don’t: make it too long

Some people recommend that the executive summary should be 10% of your entire proposal, but it’s best if you try to keep it to one page, two tops if it’s a larger proposal. Be mindful that if you’re working on an RFP, they may already set out a particular length limit, so you’ll want to stick to that.

Don’t: use jargon

This rule applies to everything but is especially important when writing proposals. Jargon can act as a smokescreen to mask the fact that someone doesn’t really know what they’re talking about, or it can confuse people if they’re not familiar with the same terms.

Don’t: use overly technical language

Unless you are absolutely sure that the only person who will read the executive summary is an engineer or a developer or someone who will understand exactly what you’re talking about, don’t get too technical. In some situations, you may need to reference certain details, but remember that this is a persuasive document—sell the benefits, not the features. Save the tech stuff for the proposal.

Don’t: talk about your company history

The history of your company does not belong in the executive summary. After all, the executive summary is about your prospective client, not about you. However, if it is appropriate and relevant, put it in the body of the proposal under “About Us” or something.

Do: focus on your prospective client

Think about what they want to know, not what you want to tell them. Like any piece of copy, you need to write for your audience, so make sure you think about them; what turns them off and what turns them on.

Do: mention your potential client’s company name

People like to hear their names and the same holds true for businesses. Make sure you reference your prospect’s full company name several times in the executive summary, so they feel like you’re focused on them.

Do: use plain language

The regular rules for writing apply to executive summaries. Use simple, short sentences that are clear and can be understood at almost any reading level, especially if you might be writing for people whose first language is not English. Don’t be pretentious - you’ll come off like an ass. Be concise, and be persuasive. Here are some more writing tips for writing an effective business proposal .

Do: proofread and edit

This probably goes without saying, but you really, really don’t want any typos in your executive summary. Get more than one set of eyes on your document before it goes out, and preferably someone who wasn’t involved in its creation.

We hope this executive summary guide will help turn your ho-hum executive summaries into wicked pitches of excellence. Remember to be persuasive, not pedantic. And if anyone has a suggestion on a new name for executive summary, bring it on.

How to Structure a Proposal

May 18, 2021

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How to Write an Executive Summary Execs Can't Ignore [+ 5 Top Examples]

Published: May 30, 2024

Early in my career, I was intimidated by executive summaries. They sounded so corporate and formal. But, proper name aside, they’re really just the elevator pitch or the TL;DR (too long, didn’t read) of a document.

Writing an executive summary is an important leadership skill, whether you're an entrepreneur creating a business plan or a CEO delivering a quarterly report.

So, let’s sharpen that skill.

What is an executive summary?

What is an executive summary.

An executive summary is a brief overview of a longer professional document, like a business plan, proposal, or report. It's commonly at the beginning of a document and aims to grab a reader’s attention while summarizing critical information such as the problem or opportunity being addressed, objectives, key findings, goals, and recommendations.

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don't have to read the entire thing.

Think of it like the SparkNotes of the business world.

Documents that frequently have an executive summary include:

• Business plans
• Research reports
• Project proposals
• Annual reports

How does it differ from other business statements? Let’s compare.

Free Executive Summary Template

Use this executive summary template to provide a summary of your report, business plan, or memo.

• Company & Opportunity
• Industry & Market Analysis
• Management & Operations
• Financial Plan

You're all set!

Click this link to access this resource at any time.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That’s where an executive summary comes in handy.

Note: Need help putting together your business plan? We’ve got a template for you.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.

3. ClickUp: Product Update Release Notes

Now, I know this article is about writing an executive summary, but I love ClickUp’s unique approach with its product release notes videos.

This digital report from research firm McKinsey Global Institute features an executive summary titled “At a Glance.”

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.

It’s compelling, easy to digest, and makes it easy to jump into the full report with download links.

5. UN: World Economic Situation and Prospects 2024

Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN) , clocking in at 16 pages.

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.

The executive summary highlights the report’s largest conclusions with headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected (something the reader will likely be most interested in).

The tone and visual design are both formal, which matches the esteem of the United Nations. Overall, this executive summary does an admirable job of making the report's information more approachable.

Make your executive summary memorable.

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digest language. If you can, get visual.

An executive summary should be concise, but also memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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• How to write an executive summary, with ...

How to write an executive summary, with examples

The best way to do that is with an executive summary. If you’ve never written an executive summary, this article has all you need to know to plan, write, and share them with your team.

What is an executive summary?

An executive summary is an overview of a document. The length and scope of your executive summary will differ depending on the document it’s summarizing, but in general an executive summary can be anywhere from one to two pages long. In the document, you’ll want to share all of the information your readers and important stakeholders need to know.

Imagine it this way: if your high-level stakeholders were to only read your executive summary, would they have all of the information they need to succeed? If so, your summary has done its job.

You’ll often find executive summaries of:

Business cases

Project proposals

Research documents

Environmental studies

Market surveys

In general, there are four parts to any executive summary:

Start with the problem or need the document is solving.

Outline the recommended solution.

Explain the solution’s value.

Wrap up with a conclusion about the importance of the work.

What is an executive summary in project management?

In project management, an executive summary is a way to bring clarity to cross-functional collaborators, team leadership, and project stakeholders . Think of it like a project’s “ elevator pitch ” for team members who don’t have the time or the need to dive into all of the project’s details.

The main difference between an executive summary in project management and a more traditional executive summary in a business plan is that the former should be created at the beginning of your project—whereas the latter should be created after you’ve written your business plan. For example, to write an executive summary of an environmental study, you would compile a report on the results and findings once your study was over. But for an executive summary in project management, you want to cover what the project is aiming to achieve and why those goals matter.

The same four parts apply to an executive summary in project management:

Start with the problem or need the project is solving.  Why is this project happening? What insight, customer feedback, product plan, or other need caused it to come to life?

Outline the recommended solution, or the project’s objectives.  How is the project going to solve the problem you established in the first part? What are the project goals and objectives?

Explain the solution’s value.  Once you’ve finished your project, what will happen? How will this improve and solve the problem you established in the first part?

Wrap up with a conclusion about the importance of the work.  This is another opportunity to reiterate why the problem is important, and why the project matters. It can also be helpful to reference your audience and how your solution will solve their problem. Finally, include any relevant next steps.

If you’ve never written an executive summary before, you might be curious about where it fits into other project management elements. Here’s how executive summaries stack up:

Executive summary vs. project plan

A  project plan  is a blueprint of the key elements your project will accomplish in order to hit your project goals and objectives. Project plans will include your goals, success metrics, stakeholders and roles, budget, milestones and deliverables, timeline and schedule, and communication plan .

An executive summary is a summary of the most important information in your project plan. Think of the absolutely crucial things your management team needs to know when they land in your project, before they even have a chance to look at the project plan—that’s your executive summary.

Executive summary vs. project overview

Project overviews and executive summaries often have similar elements—they both contain a summary of important project information. However, your project overview should be directly attached to your project. There should be a direct line of sight between your project and your project overview.

While you can include your executive summary in your project depending on what type of  project management tool  you use, it may also be a stand-alone document.

Executive summary vs. project objectives

Your executive summary should contain and expand upon your  project objectives  in the second part ( Outline the recommended solution, or the project’s objectives ). In addition to including your project objectives, your executive summary should also include why achieving your project objectives will add value, as well as provide details about how you’re going to get there.

The benefits of an executive summary

You may be asking: why should I write an executive summary for my project? Isn’t the project plan enough?

Well, like we mentioned earlier, not everyone has the time or need to dive into your project and see, from a glance, what the goals are and why they matter.  Work management tools  like Asana help you capture a lot of crucial information about a project, so you and your team have clarity on who’s doing what by when. Your executive summary is designed less for team members who are actively working on the project and more for stakeholders outside of the project who want quick insight and answers about why your project matters.

An effective executive summary gives stakeholders a big-picture view of the entire project and its important points—without requiring them to dive into all the details. Then, if they want more information, they can access the project plan or navigate through tasks in your work management tool.

How to write a great executive summary, with examples

Every executive summary has four parts. In order to write a great executive summary, follow this template. Then once you’ve written your executive summary, read it again to make sure it includes all of the key information your stakeholders need to know.

1. Start with the problem or need the project is solving

At the beginning of your executive summary, start by explaining why this document (and the project it represents) matter. Take some time to outline what the problem is, including any research or customer feedback you’ve gotten . Clarify how this problem is important and relevant to your customers, and why solving it matters.

For example, let’s imagine you work for a watch manufacturing company. Your project is to devise a simpler, cheaper watch that still appeals to luxury buyers while also targeting a new bracket of customers.

Example executive summary:

In recent customer feedback sessions, 52% of customers have expressed a need for a simpler and cheaper version of our product. In surveys of customers who have chosen competitor watches, price is mentioned 87% of the time. To best serve our existing customers, and to branch into new markets, we need to develop a series of watches that we can sell at an appropriate price point for this market.

2. Outline the recommended solution, or the project’s objectives

Now that you’ve outlined the problem, explain what your solution is. Unlike an abstract or outline, you should be  prescriptive  in your solution—that is to say, you should work to convince your readers that your solution is the right one. This is less of a brainstorming section and more of a place to support your recommended solution.

Because you’re creating your executive summary at the beginning of your project, it’s ok if you don’t have all of your deliverables and milestones mapped out. But this is your chance to describe, in broad strokes, what will happen during the project. If you need help formulating a high-level overview of your project’s main deliverables and timeline, consider creating a  project roadmap  before diving into your executive summary.

Continuing our example executive summary:

Our new watch series will begin at 20% cheaper than our current cheapest option, with the potential for 40%+ cheaper options depending on material and movement. In order to offer these prices, we will do the following:

Offer watches in new materials, including potentially silicone or wood

Use high-quality quartz movement instead of in-house automatic movement

Introduce customizable band options, with a focus on choice and flexibility over traditional luxury

Note that every watch will still be rigorously quality controlled in order to maintain the same world-class speed and precision of our current offerings.

3. Explain the solution’s value

At this point, you begin to get into more details about how your solution will impact and improve upon the problem you outlined in the beginning. What, if any, results do you expect? This is the section to include any relevant financial information, project risks, or potential benefits. You should also relate this project back to your company goals or  OKRs . How does this work map to your company objectives?

With new offerings that are between 20% and 40% cheaper than our current cheapest option, we expect to be able to break into the casual watch market, while still supporting our luxury brand. That will help us hit FY22’s Objective 3: Expanding the brand. These new offerings have the potential to bring in upwards of three million dollars in profits annually, which will help us hit FY22’s Objective 1: 7 million dollars in annual profit.

Early customer feedback sessions indicate that cheaper options will not impact the value or prestige of the luxury brand, though this is a risk that should be factored in during design. In order to mitigate that risk, the product marketing team will begin working on their go-to-market strategy six months before the launch.

4. Wrap up with a conclusion about the importance of the work

Now that you’ve shared all of this important information with executive stakeholders, this final section is your chance to guide their understanding of the impact and importance of this work on the organization. What, if anything, should they take away from your executive summary?

To round out our example executive summary:

Cheaper and varied offerings not only allow us to break into a new market—it will also expand our brand in a positive way. With the attention from these new offerings, plus the anticipated demand for cheaper watches, we expect to increase market share by 2% annually. For more information, read our  go-to-market strategy  and  customer feedback documentation .

Example of an executive summary

When you put it all together, this is what your executive summary might look like:

Common mistakes people make when writing executive summaries

You’re not going to become an executive summary-writing pro overnight, and that’s ok. As you get started, use the four-part template provided in this article as a guide. Then, as you continue to hone your executive summary writing skills, here are a few common pitfalls to avoid:

Avoid using jargon

Your executive summary is a document that anyone, from project contributors to executive stakeholders, should be able to read and understand. Remember that you’re much closer to the daily work and individual tasks than your stakeholders will be, so read your executive summary once over to make sure there’s no unnecessary jargon. Where you can, explain the jargon, or skip it all together.

Remember: this isn’t a full report

Your executive summary is just that—a summary. If you find yourself getting into the details of specific tasks, due dates, and attachments, try taking a step back and asking yourself if that information really belongs in your executive summary. Some details are important—you want your summary to be actionable and engaging. But keep in mind that the wealth of information in your project will be captured in your  work management tool , not your executive summary.

Make sure the summary can stand alone

You know this project inside and out, but your stakeholders won’t. Once you’ve written your executive summary, take a second look to make sure the summary can stand on its own. Is there any context your stakeholders need in order to understand the summary? If so, weave it into your executive summary, or consider linking out to it as additional information.

Always proofread

Your executive summary is a living document, and if you miss a typo you can always go back in and fix it. But it never hurts to proofread or send to a colleague for a fresh set of eyes.

In summary: an executive summary is a must-have

Executive summaries are a great way to get everyone up to date and on the same page about your project. If you have a lot of project stakeholders who need quick insight into what the project is solving and why it matters, an executive summary is the perfect way to give them the information they need.

For more tips about how to connect high-level strategy and plans to daily execution, read our article about strategic planning .

Related resources

How to use a feasibility study in project management

How to track utilization rate and drive team profitability

How to accomplish big things with long-term goals

Smooth product launches are simpler than you think

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How to write an executive summary in 10 steps

Whether presenting a business plan, sharing project updates with stakeholders, or submitting a project proposal, an executive summary helps you grab attention and convey key insights.

Think of it as a condensed version of a document, report, or proposal that highlights the most important information clearly and concisely. It's like a "cheat sheet" that gives you a snapshot of the main points without reading the entire thing.

Throughout the article, we'll explore some examples of executive summaries to give you a better understanding of how they can be applied. Plus, we'll provide you with ready-to-use templates and best practices for writing compelling executive summaries.

What is an executive summary?

An executive summary is a concise overview of a longer document or report. It is typically written for busy executives or decision-makers who may not have the time to read the entire document but still need to grasp its key points and recommendations. 

An effective executive summary should capture the essence of the document, highlighting the most important information in a brief and easily understandable way. It should provide a snapshot of the document's purpose, methodology, major findings, and key recommendations. The summary should be written in a way that allows the reader to quickly grasp the main ideas and make informed decisions based on the information presented.

Why do you need to write one?

For a business owner , an executive summary is one of the most important documents you will have. Like a business plan , they help you lay out the potential value of your business and your potential for success. 

Unlike a business proposal, however, an executive summary is designed to be read in a brief amount of time. That makes them ideal for a variety of uses, like project proposals and research summaries. Sending your strategic plan to a prospective investor or stakeholder likely won’t get you far. But a brief report that clearly states your key findings and what’s in it for them might help you — and your proposal — stand out. It isn't all the details. It's what gets you the meeting to share more.

An executive summary is also a business document that can travel without you. It may be presented to other leaders and potential investors. If it’s written well, it will take on a life of its own. You may find that you get support and resources from places you never imagined.

What should be included in an executive summary?

Your executive summary should include brief descriptions of who your product, service, or proposal is for and your competitive advantage. Be sure to introduce your report concisely yet clearly . Note the most important points and its overall purpose––what do you hope to achieve with this report? 

Also, include any necessary background information and statistics about the industry, high-level information about your business model, necessary financial information, or other insights you discuss in the report. Depending on your proposal, you may want to consider summarizing a market analysis of your target market.

Typically, an executive summary follows a structured format, including sections such as:

• Introduction: Provides a brief background and context for the document.
• Objective or purpose: Clearly states the goal of the document and what it aims to achieve.
• Methodology: Briefly describes the approach, data sources, and methods used to conduct the research or analysis.
• Findings: Summarizes the main findings, conclusions, or results derived from the document.
• Recommendations: Outlines the key recommendations or proposed actions based on the findings.
• Conclusion: Provides a concise wrap-up of the main points and emphasizes the significance of the document.

How do you write an executive summary?

When tackling an executive summary, it's all about following a structured approach to ensure you effectively communicate those crucial points, findings, and recommendations. Let’s walk through some steps and best practices to make it a breeze:

Step 1: Get to know the document

Take the time to dive into the full document or report that your executive summary will be based on. Read it thoroughly and identify the main objectives, key findings, conclusions, and recommendations.

Step 2: Know your audience

Think about who you're writing the executive summary for. Consider their knowledge level, interests, and priorities. This helps you tailor the summary to their needs and make it relevant and impactful.

Step 3: Outline the structure

Create an outline for your executive summary with sections like introduction, objective, methodology, findings, recommendations, and conclusion. This way, you'll have a logical flow that's easy to follow.

Step 4: Start strong

Kick off your executive summary with a captivating opening statement. Make it concise, engaging, and impactful to hook the reader and make them want to keep reading.

Step 5: Summarize objectives and methodology

Give a brief overview of the document's objectives and the methodology used to achieve them. This sets the context and helps the reader understand the approach taken.

Step 6: Highlight key findings

Summarize the main findings, conclusions, or results. Focus on the juiciest and most relevant points that support the document's purpose. Keep it clear and concise to get the message across effectively.

Step 7: Present key recommendations

Outline the important recommendations or proposed actions based on the findings. Clearly state what needs to be done, why it matters, and how it aligns with the document's objectives. Make those recommendations actionable and realistic.

Step 8: Keep it snappy

Remember, an executive summary should be short and sweet. Skip unnecessary details, jargon, or technical language . Use straightforward language that hits the mark.

Step 9: Review and polish

Once you've written the executive summary, give it a careful review for clarity, coherence, and accuracy. Make sure it captures the essence of the full document and represents its content faithfully. Take the extra step to edit out any fluff or repetition.

Step 10: Dress to impress

Consider formatting and presentation. Use headings, bullet points, and formatting styles to make it visually appealing and easy to skim. If it makes sense, include some graphs, charts, or visuals to highlight key points.

Tips for writing an effective executive summary

• Adapt your language and tone to suit your audience.
• Keep things concise and crystal clear—say no to jargon.
• Focus on the most important info that packs a punch.
• Give enough context without overwhelming your reader.
• Use strong and persuasive language to make your recommendations shine.
• Make sure your executive summary makes sense even if the full document isn't read.
• Proofread like a pro to catch any pesky grammar, spelling, or punctuation errors.

Executive summary template for business plans

Here's a general template for creating an executive summary specifically for business plans:

[Your Company Name]

[Business Plan Title]

Business overview

Provide a brief introduction to your company, including its name, location, industry, and mission statement . Describe your unique value proposition and what sets your business apart from competitors.

Market analysis

Summarize the key findings of your market research. Provide an overview of the target market, its size, growth potential, and relevant trends. Highlight your understanding of customer needs, preferences, and behaviors.

Product or service offering

Outline your core products or services, including their key features and benefits. Emphasize how your offerings address customer pain points and provide value. Highlight any unique selling points or competitive advantages.

Business model

Explain your business model and revenue generation strategy. Describe how you will generate revenue, the pricing structure, and any distribution channels or partnerships that contribute to your business's success.

Marketing and sales strategy

Summarize your marketing and sales approach. Highlight the key tactics and channels you will use to reach and attract customers. Discuss your promotional strategies, pricing strategies, and customer acquisition plans.

Management team

Introduce the key members of your management team and their relevant experience. Highlight their expertise and how it positions the team to execute the business plan successfully. Include any notable advisors or board members.

Financial projections

Summarize your financial projections, including revenue forecasts, expected expenses, and projected profitability. Highlight any key financial metrics or milestones. Briefly mention your funding needs, if applicable.

Funding requirements

If seeking funding, outline your funding requirements, including the amount needed, its purpose, and the potential sources of funding you are considering. Summarize the expected return on investment for potential investors.

Reiterate the vision and potential of your business. Summarize the key points of your business plan, emphasizing its viability, market potential, and the expertise of your team. Convey confidence in the success of your venture.

Note: Keep the executive summary concise and focused, typically within one to two pages. Use clear and compelling language, emphasizing the unique aspects of your business. Tailor the template to suit your specific business plan, adjusting sections and details accordingly.

Remember, the executive summary serves as an introduction to your business plan and should pique the reader's interest, conveying the value and potential of your business in a concise and persuasive manner.

Executive summary examples

Every executive summary will be unique to the organization's goals, vision, and brand identity. We put together two general examples of executive summaries to spark your creativity and offer some inspiration. 

These are not intended to be used as-is but more to offer ideas for how you may want to put your own executive summary together. Be sure to personalize your own summary with specific statistics and relevant data points to make the most impact.

Example 1: executive summary for a communications business plan

Introduction:

We're thrilled to present our innovative [insert product] that aims to revolutionize the way people connect and engage. Our vision is to empower individuals and businesses with seamless communication solutions that break barriers and foster meaningful connections.

Market opportunity:

The communications industry is evolving rapidly, and we've identified a significant opportunity in the market. With the proliferation of remote work, the need for reliable and efficient communication tools has skyrocketed. Our extensive market research indicates a demand for solutions that prioritize user experience, security, and flexibility.

Product offering:

At [Company Name], we've developed a suite of cutting-edge communication tools designed to meet the diverse needs of our customers. Our flagship product is a unified communication platform that integrates voice, video, messaging, and collaboration features into a seamless user experience. We also offer customizable solutions for businesses of all sizes, catering to their unique communication requirements.

Unique value proposition:

What sets us apart from the competition? Our user-centric approach and commitment to innovation. We prioritize user experience by creating intuitive interfaces and seamless interactions. Our solutions are scalable, adaptable, and designed to keep up with evolving technological trends. By combining ease of use with advanced features, we deliver unparalleled value to our customers.

Target market:

Our primary focus is on small and medium-sized businesses (SMBs) that require efficient and cost-effective communication tools. We also cater to individuals, remote teams, and larger enterprises seeking reliable and secure communication solutions. Our target market encompasses industries such as technology, finance, healthcare, and professional services.

Business model:

To generate revenue, we employ a subscription-based business model. Customers can choose from different plans tailored to their specific needs, paying a monthly or annual fee. We also offer additional services such as customization, integration, and customer support, creating additional revenue streams and fostering long-term customer relationships.

Marketing and sales strategy:

Our marketing strategy centers around building brand awareness through targeted digital campaigns, content marketing, and strategic partnerships. We'll leverage social media, industry influencers, and online communities to reach our target audience. Additionally, our sales team will engage in proactive outreach, nurturing leads and providing personalized consultations to convert prospects into loyal customers.

Team and expertise:

Our team is composed of experienced professionals with a deep understanding of the communications industry. Led by our visionary founder and supported by a skilled and diverse team, we have the expertise to drive innovation, develop robust products, and deliver exceptional customer service. We're passionate about our mission and dedicated to making a lasting impact in the market.

Financial projections:

Based on extensive market research and financial analysis, we anticipate strong growth and profitability. Our financial projections indicate steady revenue streams, with increasing customer adoption and market share. We're committed to managing costs effectively, optimizing our resources, and continuously reinvesting in research and development.

Funding requirements:

To fuel our ambitious growth plans and accelerate product development, we're seeking [funding amount] in funding. These funds will be allocated towards expanding our team, scaling our infrastructure, marketing efforts, and ongoing product innovation. We believe this investment will position us for success and solidify our market presence.

Conclusion:

In summary, [Company Name] is poised to disrupt the communications industry with our innovative solutions and customer-centric approach. We're ready to make a positive impact by empowering individuals and businesses to communicate effectively and effortlessly. Join us on this exciting journey as we redefine the future of communication. Together, we'll shape a connected world like never before.

Example 2: executive summary for a project proposal

[Project Name]

[Project Proposal Date]

Hello! We're thrilled to present our project proposal for [Project Name]. This executive summary will provide you with a high-level overview of the project, its objectives, and the value it brings.

Project overview:

Our project aims to [describe the project's purpose and scope]. It's a response to [identify the problem or opportunity] and has the potential to bring significant benefits to [stakeholders or target audience]. Through meticulous planning and execution, we're confident in our ability to achieve the desired outcomes.

Objectives:

The primary goal of our project is to [state the overarching objective]. In addition, we have specific objectives such as [list specific objectives]. By accomplishing these goals, we'll create a positive impact and drive meaningful change.

Our proposed approach for this project is based on a thorough analysis of the situation and best practices. We'll adopt a structured methodology that includes [describe the key project phases or activities]. This approach ensures efficient utilization of resources and maximizes project outcomes.

The benefits of this project are truly exciting. Through its implementation, we anticipate [describe the anticipated benefits or outcomes]. These benefits include [list specific benefits], which will have a lasting and positive effect on [stakeholders or target audience].

Implementation timeline:

We've devised a comprehensive timeline to guide the project from initiation to completion. The project is divided into distinct phases, with well-defined milestones and deliverables. Our timeline ensures that tasks are executed in a timely manner, allowing us to stay on track and deliver results.

Resource requirements:

To successfully execute this project, we've identified the key resources needed. This includes [list the resources required, such as human resources, technology, equipment, and funding]. We're confident in our ability to secure the necessary resources and allocate them effectively to ensure project success.

A project of this nature requires a well-planned budget. Based on our analysis, we've estimated the required funding to be [state the budget amount]. This budget encompasses all project-related costs and aligns with the anticipated benefits and outcomes.

Our project proposal is an exciting opportunity to address [the problem or opportunity] and create tangible value for [stakeholders or target audience]. With a clear vision, defined objectives, and a robust implementation plan, we're ready to embark on this journey. Join us as we bring this project to life and make a lasting impact. 

Is an executive summary the same as a project plan?

While both are important components of project management and documentation , they serve different purposes and contain distinct information.

An executive summary, as discussed earlier, is a concise overview of a longer document or report. It provides a snapshot of the key points, findings, and recommendations. It focuses on high-level information and aims to provide an overview of the document's purpose, methodology, findings, and recommendations.

On the other hand, a project plan is a detailed document that outlines the specific activities, tasks, timelines, resources, and milestones associated with a project. It serves as a roadmap for project execution, providing a comprehensive understanding of how the project will be carried out.

A project plan typically includes objectives, scope, deliverables, schedule, budget, resource allocation, risk management, and communication strategies. It is intended for project team members, stakeholders, and those directly involved in the execution.

In summary, an executive summary offers a condensed overview of a document's key points, while a project plan provides a comprehensive and detailed roadmap for executing a project.

Executive summaries vs. abstracts

An executive summary is not the same as an abstract. Executive summaries focus on the main points of a proposal. They highlight when and why a reader should invest in the company or project.

An abstract, on the other hand, concentrates on what the business does and its marketing plan. It typically doesn’t include detailed information about finances.

While it is usually compelling, it’s less of an elevator pitch and more of a summary. The goal of an abstract is to inform, not to persuade. On the other hand, the goal of an executive summary is to give readers who are pressed for time just enough information that they’ll want to look further into your proposition.

When do you use an executive summary?

An executive summary is used in various situations where there is a need to present a condensed overview of a longer document or report. Here are some common instances when an executive summary is used:

• Business proposals: When submitting a business proposal to potential investors, partners, or stakeholders, an executive summary is often included. It provides a concise overview of the proposal, highlighting the key aspects such as the business idea, market analysis, competitive advantage, financial projections, and recommended actions.
• Reports and research studies: Lengthy reports or research studies often include an executive summary at the beginning. This allows decision-makers, executives, or other stakeholders to quickly understand the purpose, methodology, findings, and recommendations of the report without going through the entire document.
• Project updates: During the course of a project, project managers may prepare executive summaries to provide updates to stakeholders or higher-level management. These summaries give a brief overview of the project's progress, achievements, challenges, and upcoming milestones.
• Strategic plans: When developing strategic plans for an organization, an executive summary is often included to provide an overview of the plan's goals, objectives, strategies, and key initiatives. It allows executives and stakeholders to grasp the essence of the strategic plan and its implications without reading the entire document.
• Funding requests: When seeking funding for a project or venture, an executive summary is commonly used as part of the funding proposal. It provides a succinct summary of the project, highlighting its significance, potential impact, financial requirements, and expected outcomes.

In general, an executive summary is used whenever there is a need to communicate the main points, findings, and recommendations of a document concisely and efficiently to individuals who may not have the time or inclination to read the entire content. It serves as a valuable tool for understanding and facilitates quick decision-making.

5 ways project managers can use executive summaries

Project managers can use executive summaries in various ways to effectively communicate project updates, status reports, or proposals to stakeholders and higher-level management. Here are some ways project managers can use executive summaries:

• Project status updates: Project managers can provide regular executive summaries to stakeholders and management to communicate the current status of the project. The summary should include key achievements, milestones reached, challenges encountered, and any adjustments to the project plan. It allows stakeholders to quickly grasp the project's progress and make informed decisions or provide guidance as needed.
• Project proposals: When pitching a project idea or seeking approval for a new project, project managers can prepare an executive summary to present the essential aspects of the project. The summary should outline the project's objectives, scope, anticipated benefits, resource requirements, estimated timeline, and potential risks. It helps decision-makers understand the project's value and make an informed choice about its initiation.
• Project closure reports: At the end of a project, project managers can prepare an executive summary as part of the project closure report. The summary should highlight the project's overall success, key deliverables achieved, lessons learned, and recommendations for future projects. It provides a concise overview of the project's outcomes and acts as a valuable reference for future initiatives.
• Steering committee meetings: When project managers present updates or seek guidance from a steering committee or governance board, an executive summary can be an effective tool. The summary should cover the important aspects of the project, such as progress, issues, risks, and upcoming milestones. It ensures that decision-makers are well-informed about the project's status and can provide relevant guidance or support.
• Change requests: When submitting a change request for a project, project managers can include an executive summary to summarize the proposed change, its impact on the project, potential risks, and benefits. It helps stakeholders and decision-makers quickly assess the change request and make informed decisions about its implementation.

Using executive summaries, project managers can efficiently communicate project-related information to stakeholders, executives, and decision-makers. The summaries provide a concise overview of the project's status, proposals, or closure reports, allowing stakeholders to quickly understand the key points and take appropriate action.

When should you not use an executive summary?

While executive summaries are widely used in many situations, there are some cases where they may not be necessary or suitable. Here are a few scenarios where an executive summary may not be appropriate, along with alternative approaches:

• Highly technical documents: If the document contains highly technical or specialized information that requires a detailed understanding, an executive summary alone may not be sufficient. In such cases, it is better to provide the complete document and supplement it with explanatory materials, presentations , or meetings where experts can explain and discuss the technical details.
• Personal or creative writing: Executive summaries are typically used for informational or analytical documents. If the content is more personal in nature, such as a memoir, novel, or creative piece, an executive summary may not be relevant. Instead, focus on providing an engaging introduction or book blurb that entices readers and conveys the essence of the work.
• Short documents: If the document itself is already concise and can be easily read in its entirety, an executive summary may be redundant. In these cases, it is more effective to present the complete document without an additional summary.
• Interactive presentations: In situations where you can present information interactively, such as in meetings, workshops, or conferences, it may be more effective to engage the audience directly rather than relying solely on an executive summary. Use visual aids, demonstrations, discussions, and Q&A sessions to convey the necessary information and capture the audience's attention.

Final thoughts on writing a compelling executive summary

An executive summary isn’t the kitchen sink — it’s the bells and whistles. Geared toward busy decision-makers, these one-pagers communicate your case for action and proposed solutions. When it’s written well, your audience will walk away with an understanding of what needs to be done, why it needs to happen, and why they should help it move forward. 

But writing it well doesn’t just mean spell-checking. It means tailoring your communication to an influential, yet busy and distracted audience. To be effective, you’ll need to write your proposal with empathy and an understanding of what matters to them .

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Allaya Cooks-Campbell

With over 15 years of content experience, Allaya Cooks Campbell has written for outlets such as ScaryMommy, HRzone, and HuffPost. She holds a B.A. in Psychology and is a certified yoga instructor as well as a certified Integrative Wellness & Life Coach. Allaya is passionate about whole-person wellness, yoga, and mental health.

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Top 5 Marketing Executive Summary Templates with Samples and Examples

Organizations devise their marketing strategies based on historical data, ongoing trends, projections, and slight assumptions of customer behaviors. Irrespective of business size, niche, or industry, marketing plans are vital for all organizations to navigate their promotional efforts and grow their customer base.

But do you think everyone in your marketing team (not even the organization) reads these plans to a ‘literal level’ understanding?

Admit it, while you are drafting the next marketing plan, you are aware that it is lengthy and complex, and readers do not have much time (or concern) to read all the details. What they want is a glance overview of meaningful information in it. For that, you should give them — a marketing executive summary.

What is an executive summary?

A marketing executive summary provides a quick review of your company’s marketing plan and boils down its components to their core level. It summarizes essential information like your brand objectives, marketing objectives, goals, objectives, and critical actions in one or two paragraphs. One can also include the major findings of their marketing research. 

Importance of A Marketing Executive Summary

Executive marketing summaries are crucial for many reasons. Some of these are:

• An executive summary outlines the benefits of a marketing strategy and attracts potential partners or investors. It helps them evaluate how the organization is considering using its funds or resources before investing. 
• A well-written compelling summary interests the reader and encourages them to read further about the company marketing strategy.
• It highlights the strengths of organizations and helps to win the confidence of readers — investors, stakeholders, customers, and employees.

Note: Keep the executive summaries as brief and straightforward as possible. They are for presenting the only crucial, intriguing, or critical information of the marketing plan in a short readability time, not the complete marketing plan.

Marketing Executive Summary Templates

Looking for a tool to help you draft a compelling, clear, and reader-heart-winning marketing executive summary? Stop your quest here. Utilize one or all of these pre-designed and 100% customizable marketing executive summary templates from Slideteam.

Template 1: Executive summary of an effective marketing plan

Use this executive summary template to present a condensed version or clear outline of your marketing plan. It includes all the essential elements that a marketing plan should have. This template will make grasping marketing plans a piece of cake with its simplified and easy-to-understand language. Download it right away! 

Download this template

Template 2: Digital Marketing Report With Executive Summary

Use this presentation template to give clients and investors a succinct overview of digital marketing strategy. It contains a wealth of information for readers about your company's mission, your product, competitive strategy, financial predictions, short and long-term goals, customer persona, and market fit. Get it now!

Template 3: Components of Marketing Strategy in Executive Summary

With the help of this executive summary template, you will be able to address the crucial components of a marketing plan. It allows you to create a sense of excitement and expectation among key members and persons responsible for the marketing plan’s success. You may quickly showcase your company and team information, market dynamics and trends, products and services, and marketing activities using this slide.

Template 4: Marketing Agency Company Profile Executive Summary PPT

This PPT slide will help you start or expand your new advertising firm. It displays an executive summary of an advertising firm that includes information about the company’s history, services it offers, headquarters, and more. You can use it to present the details on products, statistics, honors, accomplishments, etc. All you need to do is add your firm information to our company profile template, which is designed to accommodate all the information you need to make an impression. Get it now!

T emplate 5: Online Marketing Company Profile Executive Summary PPT  

With this captivating presentation that is sure to impress the audience, give your online marketing company a boost! The slide’s isometric graphics give a techy vibe that is ideal for the marketing presentations of a digital firm. Use this template to create professional-looking business profiles, proposals, presentations, or executive summaries. Download it now!

Template 6: Marketing and Business Development Action Plan Executive Summary PPT

This editable PPT template will help your organization set goals and suggests realistic ways to achieve them. Define the long and short-term objectives of your business, and analyze the funding requirements or set milestones with this PowerPoint set. The action plan lays out the measures to follow in order to achieve those goals and assigns particular responsibilities to people in order to keep them accountable for finishing them by the deadlines. Grab it today!

Template 7: One-page Restaurant Marketing Plan Executive Summary Presentation

A well-thought-out and actionable marketing plan is the foundation of your restaurant’s success and food business. Slideteam offers this one-page restaurant marketing plan executive summary PPT highlighting value proposition, pricing and positioning, marketing strategy, marketing channels, and advertising schedule and budget allocation. Download it now!

P.S. Utilize these marketing plan templates to create a strategic marketing plan to solve your company's issues while also maintaining profitability.

FAQs on Executive Summary

1. how do you write an executive summary for marketing.

When writing an executive summary for your marketing plan, follow the five steps below.

• The executive summary will briefly touch on the key points of your company plan. This calls for writing the whole business plan before producing the executive summary.
• Compose an interesting introduction. Depending on your target audience, "interesting" can mean different things. The introduction must be noteworthy to your company and draw the audience in.
• Briefly discuss each important aspect of the company plan. Talk about your target market, management team, company description, and more.
• Organize and edit your document. Put the most important information at the top of your executive summary. Check the document for precision and clarity. Eliminate jargon, buzzwords, facts that are repeated, terms, and statements that are not supported by evidence.

2. What should an Executive Summary include?

The following items should be in your executive summary:

• An introduction.
• Information on your service or product.
• Customer Persona.
• Competitive Analysis.
• Budget and financial projections.
• Team details.
• Funding requirements.

3. What are the 5 Parts of an Executive Summary?

• Project Overview: Describe the project, its goal, and the primary problem it was meant to solve or address in two to three sentences.
• Background: Give a brief overview of the project's past and identify the specific occasion that sparked its inception.
• Process: Talk about the departments involved, how and what they contribute, along with project duration. Emphasize how the group can deal with problems that arise throughout the execution of the project.
• Conclusions and Results: Give a brief explanation of the project's outcomes and main conclusions, along with suggestions for how the organization might use them. Give a brief explanation of how the project handled the main issue or problem it was intended to address and whether it actually offered a solution.
• Recommendations: Explain in a succinct manner how the conclusions and outcomes will be applied to the actual strategy. If a new policy or strategy results in changes, talk about how those changes will affect the company, the resources required, and other things like any new procedures, rules, or business directions that the change will entail.

4. What are 6 things you should include in an executive summary?

We have included every component that a fundamental executive summary must have. To suit your demands, you can change or add to some of its components.

• When giving an introduction, remember who your audience is.
• A bulleted list-style table of contents.
• Outline the company's purpose and strengths.
• Describe the issue or need and its significance.
• Suggest a solution and describe why it is worthwhile.
• Justify the solution by describing how it fits the company.
• A compelling ending that reiterates the significance of the project.

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How to Write an Executive Summary (Example & Template Included)

Here’s the good news: an executive summary is short. It’s part of a larger document like a business plan, business case or project proposal and, as the name implies, summarizes the longer report.

Here’s the bad news: it’s a critical document that can be challenging to write because an executive summary serves several important purposes. On one hand, executive summaries are used to outline each section of your business plan, an investment proposal or project proposal. On the other hand, they’re used to introduce your business or project to investors and other stakeholders, so they must be persuasive to spark their interest.

Writing an Executive Summary

The pressure of writing an executive summary comes from the fact that everyone will pay attention to it, as it sits at the top of that heap of documents. It explains all that follows and can make or break your business plan or project plan . The executive summary must know the needs of the potential clients or investors and zero in on them like a laser. Fortunately, we’ll show you how to write and format your executive summary to do just that.

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What Is an Executive Summary?

An executive summary is a short section of a larger document like a business plan , investment proposal or project proposal. It’s mostly used to give investors and stakeholders a quick overview of important information about a business plan like the company description, market analysis and financial information.

It contains a short statement that addresses the problem or proposal detailed in the attached documents and features background information, a concise analysis and a conclusion. An executive summary is designed to help executives and investors decide whether to go forth with the proposal, making it critically important. Pitch decks are often used along with executive summaries to talk about the benefits and main selling points of a business plan or project.

Unlike an abstract, which is a short overview, an executive summary format is a condensed form of the documents contained in the proposal. Abstracts are more commonly used in academic and research-oriented writing and act as a teaser for the reader to see if they want to read on.

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Executive Summary Template

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How to Write an Executive Summary

Executive summaries vary depending on the document they’re attached to. You can write an executive summary for a business plan, project proposal, research document, or business case, among other documents and reports.

However, when writing an executive summary, there are guidelines to ensure you hit all the bases.

Executive Summary Length

According to the many books that have been written about executive summaries, as well as training courses, seminars and professional speakers, the agreed-upon length for an executive summary format should be about five to 10 percent of the length of the whole report.

Appropriate Language

The language used should be appropriate for the target audience. One of the most important things to know before you write professionally is to understand who you’re addressing. If you’re writing for a group of engineers, the language you’ll use will differ greatly from how you would write to a group of financiers.

That includes more than just the words, but the content and depth of explanation. Remember, it’s a summary, and people will be reading it to quickly and easily pull out the main points.

Pithy Introduction

You also want to capture a reader’s attention immediately in the opening paragraph. Just like a speech often opens with a joke to break the tension and put people at ease, a strong introductory paragraph can pull a reader in and make them want to read on. That doesn’t mean you start with a joke. Stick to your strengths, but remember, most readers only give you a few sentences to win them over before they move on.

Don’t forget to explain who you are as an organization and why you have the skills, personnel and experience to solve the problem raised in the proposal. This doesn’t have to be a lengthy biography, often just your name, address and contact information will do, though you’ll also want to highlight your strengths as they pertain to the business plan or project proposal .

Relevant Information

The executive summary shouldn’t stray from the material that follows it. It’s a summary, not a place to bring up new ideas. To do so would be confusing and would jeopardize your whole proposal.

Establish the need or the problem, and convince the target audience that it must be solved. Once that’s set up, it’s important to recommend the solution and show what the value is. Be clear and firm in your recommendation.

Justify your cause. Be sure to note the key reasons why your organization is the perfect fit for the solution you’re proposing. This is the point where you differentiate yourself from competitors, be that due to methodology, testimonials from satisfied clients or whatever else you offer that’s unique. But don’t make this too much about you. Be sure to keep the name of the potential client at the forefront.

Don’t neglect a strong conclusion, where you can wrap things up and once more highlight the main points.

Related: 10 Essential Excel Report Templates

What to Include in an Executive Summary

The content of your executive summary must reflect what’s in the larger document which it is part of. You’ll find many executive summary examples on the web, but to keep things simple, we’ll focus on business plans and project proposals.

How to Write an Executive Summary for a Business Plan

As we’ve learned above, your executive summary must extract the main points of all the sections of your business plan. A business plan is a document that describes all the aspects of a business, such as its business model, products or services, objectives and marketing plan , among other things. They’re commonly used by startups to pitch their ideas to investors.

Here are the most commonly used business plan sections:

• Company description: Provide a brief background of your company, such as when it was established, its mission, vision and core values.
• Products & services: Describe the products or services your company will provide to its customers.
• Organization and management: Explain the legal structure of your business and the members of the top management team.
• SWOT analysis: A SWOT analysis explains the strengths, weaknesses, opportunities and threats of your business. They describe the internal and external factors that impact your business competitiveness.
• Industry & market analysis: This section should provide an overview of the industry and market in which your business will compete.
• Operations: Explain the main aspects of your business operations and what sets it apart from competitors.
• Marketing plan: Your marketing plan describes the various strategies that your business will use to reach its customers and sell products or services.
• Financial planning: Here, you should provide an overview of the financial state of your business. Include income statements, balance sheets and cash flow statements.
• Funding request: If you’re creating your business plan to request funding, make sure to explain what type of funding you need, the timeframe for your funding request and an explanation of how the funds will be used.

We’ve created an executive summary example to help you better understand how this document works when using it, to sum up a business plan.

To put all of that information together, here’s the basic format of an executive summary. You can find this same information in our free executive summary template :

• Introduction, be sure to know your audience
• Table of contents in the form of a bulleted list
• Explain the company’s role and identify strengths
• Explain the need, or the problem, and its importance
• Recommend a solution and explain its value
• Justify said solution by explaining how it fits the organization
• A strong conclusion that once more wraps up the importance of the project

You can use it as an executive summary example and add or remove some of its elements to adjust it to your needs. Our sample executive summary has the main elements that you’ll need project executive summary.

Executive Summary Example

For this executive summary example, we’ll imagine a company named ABC Clothing, a small business that manufactures eco-friendly clothing products and it’s preparing a business plan to secure funding from new investors.

Company Description We are ABC Clothing, an environmentally-friendly manufacturer of apparel. We’ve developed a unique method of production and sourcing of materials that allows us to create eco-friendly products at a low cost . We have intellectual property for our production processes and materials, which gives us an advantage in the market.

• Mission: Our mission is to use recycled materials and sustainable methods of production to create clothing products that are great for our customers and our planet.
• Vision: Becoming a leader in the apparel industry while generating a positive impact on the environment.

Products & Services We offer high-quality clothing products for men, women and all genders. (Here you should include pictures of your product portfolio to spark the interest of your readers)

Industry & Market Analysis Even though the fashion industry’s year-over-year growth has been affected by pandemics in recent years, the global apparel market is expected to continue growing at a steady pace. In addition, the market share of sustainable apparel has grown year-over-year at a higher pace than the overall fashion industry.

Marketing Plan Our marketing plan relies on the use of digital marketing strategies and online sales, which gives us a competitive advantage over traditional retailers that focus their marketing efforts on brick-and-mortar stores.

Operations Our production plant is able to recycle different types of plastic and cotton waste to turn it into materials that we use to manufacture our products . We’ve partnered with a transportation company that sorts and distributes our products inside the United States efficiently and cost-effectively.

Financial Planning Our business is profitable, as documented in our balance sheet, income statement and cash flow statement. The company doesn’t have any significant debt that might compromise its continuity. These and other financial factors make it a healthy investment.

Funding Request We’re requesting funding for the expansion of our production capacity, which will allow us to increase our production output in order to meet our increasing customer demand, enter new markets, reduce our costs and improve our competitiveness.

If you’d like to see more executive summary examples for your business plan, you can visit the U.S. small business administration website. They have business plans with executive summary examples you can download and use.

Executive summaries are also a great way to outline the elements of a project plan for a project proposal. Let’s learn what those elements are.

How to Write an Executive Summary for a Project Proposal

An executive summary for your project proposal will capture the most important information from your project management plan. Here’s the structure of our executive summary template:

• Introduction: What’s the purpose of your project?
• Company description: Show why you’re the right team to take on the project.
• Need/problem: What is the problem that it’s solving?
• Unique solution: What is your value proposition and what are the main selling points of your project?
• Proof: Evidence, research and feasibility studies that support how your company can solve the issue.
• Resources: Outline the resources needed for the project
• Return on investment/funding request: Explain the profitability of your project and what’s in for the investors.
• Competition/market analysis: What’s your target market? Who are your competitors? How does your company differentiate from them?
• Marketing plan: Create a marketing plan that describes your company’s marketing strategies, sales and partnership plans.
• Budget/financial planning: What’s the budget that you need for your project plan?
• Timeline: What’s the estimated timeline to complete the project?
• Team: Who are the project team members and why are they qualified?
• Conclusions:  What are the project takeaways?

Now that we’ve learned that executive summaries can vary depending on the type of document you’re working on, you’re ready for the next step.

What to Do After Writing an Executive Summary

As with anything you write, you should always start with a draft. The first draft should hit all the marks addressed above but don’t bog yourself down in making the prose perfect. Think of the first draft as an exploratory mission. You’re gathering all the pertinent information.

Next, you want to thoroughly review the document to ensure that nothing important has been left out or missed. Make sure the focus is sharp and clear, and that it speaks directly to your potential client’s needs.

Proofread for Style & Grammar

But don’t neglect the writing. Be sure that you’re not repeating words, falling into cliché or other hallmarks of bad writing. You don’t want to bore the reader to the point that they miss the reason why you’re the organization that can help them succeed.

You’ve checked the content and the prose, but don’t forget the style. You want to write in a way that’s natural and not overly formal, but one that speaks in the manner of your target audience . If they’re a conservative firm, well then, maybe formality is called for. But more and more modern companies have a casual corporate culture, and formal writing could mistakenly cause them to think of you as old and outdated.

The last run should be proofing the copy. That means double-checking to ensure that spelling is correct, and there are no typos or grammatical mistakes. Whoever wrote the executive summary isn’t the best person to edit it, however. They can easily gloss over errors because of their familiarity with the work. Find someone who excels at copy-editing. If you deliver sloppy content, it shows a lack of professionalism that’ll surely color how a reader thinks of your company.

Criticism of Executive Summaries

While we’re advocating for the proper use of an executive summary, it’d be neglectful to avoid mentioning some critiques. The most common is that an executive summary by design is too simple to capture the complexity of a large and complicated project.

It’s true that many executives might only read the summary, and in so doing, miss the nuance of the proposal. That’s a risk. But if the executive summary follows the guidelines stated above, it should give a full picture of the proposal and create interest for the reader to delve deeper into the documents to get the details.

Remember, executive summaries can be written poorly or well. They can fail to focus on results or the solution to the proposal’s problem or do so in a vague, general way that has no impact on the reader. You can do a hundred things wrong, but if you follow the rules, then the onus falls on the reader.

ProjectManager Turns an Executive Summary Into a Project

Your executive summary got the project approved. Now the real work begins. ProjectManager is award-winning project management software that helps you organize tasks, projects and teams. We have everything you need to manage each phase of your project, so you can complete your work on time and under budget.

Work How You Want

Because project managers and teams work differently, our software is flexible. We have multiple project views, such as the kanban board, which visualizes workflow. Managers like the transparency it provides in the production cycle, while teams get to focus only on those tasks they have the capacity to complete. Are you more comfortable with tasks lists or Gantt charts? We have those, too.

Live Tracking for Better Management

To ensure your project meets time and cost expectations, we have features that monitor and track progress so you can control any deviations that might occur. Our software is cloud-based, so the data you see on our dashboard is always up to date, helping you make better decisions. Make that executive summary a reality with ProjectManager.

You’ve now researched and written a persuasive executive summary to lead your proposal. You’ve put in the work and the potential client sees that and contracts you for the project. However, if you don’t have a reliable set of project management tools like Gantt charts , kanban boards and project calendars at hand to plan, monitor and report on the work, then all that preparation will be for nothing.

ProjectManager is online project management software that gives you real-time data and a collaborative platform to work efficiently and productively. But don’t take our word for it, take a free 30-day trial.

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How to Write an Executive Summary (+ Examples)

• March 21, 2024
• Business Plan , How to Write

The executive summary is the cornerstone of any business plan, serving as a gateway for readers to understand the essence of your proposal.

It summarizes the plan’s key points into a digestible format, making it crucial for capturing the interest of investors, partners, and stakeholders.

In this comprehensive guide, we’ll explore what the executive summary is, why we use it, and also how you can create one for your business plan. Let’s dive in!

What is an Executive Summary?

An executive summary is a concise and compelling overview of a business plan (or simply a report), designed to provide readers, such as investors, partners, or upper management, with a quick and clear understanding of the document’s most critical aspects.

For a business plan, it summarizes the key points including the business overview , market analysis , strategy plan timeline and financial projections.

Typically, the executive summary is the first section of a business plan, but it should be written last to ensure it accurately reflects the content of the entire document.

The primary goal of an executive summary is to engage the reader’s interest and encourage them to read the full document.

It should be succinct, typically no more than one to two pages, and articulate enough to stand on its own, presenting the essence of the business proposal or report without requiring the reader to go through the entire document for basic understanding.

Why Do We Use It?

The executive summary plays a crucial role in whether a business plan opens doors to funding, partnerships, or other opportunities . It’s often the first (and sometimes the only) part of the plan that stakeholders read, making it essential for making a strong, positive first impression. As such, we use it in order to:

• Capture Attention: Given the volume of business plans investors, partners, and lenders might receive, an executive summary’s primary function is to grab the reader’s attention quickly. It highlights the most compelling aspects of the business to encourage further reading.
• Save Time: It provides a succinct overview of the business plan, allowing readers to understand the key points without going through the entire document. This is particularly beneficial for busy stakeholders who need to make informed decisions efficiently.
• Facilitate Understanding: An executive summary distills complex business concepts and strategies into a concise format. Therefore, it makes it easier for readers to grasp the business’s core mission, strategic direction, and potential for success.
• Driving Action: By summarizing the financial projections and funding requirements, an executive summary can effectively communicate the investment opportunity. Indeed the investment opportunity, whether to raise money from investors or a loan from a bank, is the most common reason why we prepare business plans.
• Setting the Tone: The executive summary sets the tone for the entire business plan. A well-written summary indicates a well-thought-out business plan, reflecting the professionalism and competence of the management team.

How to Write an Executive Summary in 4 Simple Steps

Here’s a streamlined approach to crafting an impactful executive summary:

1. Start with Your Business Overview

• Company Name: Begin with the name of your business.
• Location: Provide the location of your business operations.
• Business model: Briefly describe how you make money, the producfs and/or services your business offers.

2. Highlight the Market Opportunity

• Target Market : Identify your target market and its size.
• Market Trends : Highlight the key market trends that justify the need for your product or service.
• Competitive Landscape : Describe how your business is positioned to meet this need effectively.

3. Present Your Management Team

• Team Overview: Introduce the key members of your management team and their roles.
• Experience: Highlight relevant experience and skills that contribute to the business’s success.

4. Include Financial Projections

• Financial Summary: Provide a snapshot of key financial projections, including revenue, profits, and cash flow over the next three to five years.
• Funding Requirements: If seeking investment, specify the amount needed and how it will be used.

2 Executive Summary Examples

Here are 2 examples you can use as an inspiration to create yours. These are taken from our coffee shop and hair salon business plan templates.

Coffee Shop Executive Summary

Hair Salon Executive Summary

Privacy Overview

Free Executive Summary Template [PDF + Masterful Examples]

Use these templates to craft an effective executive summary for your business or project.

According to Time Magazine, 55% of people only read a piece of content for 15 seconds. Attention spans across the board are at an all-time low —  including those of potential investors and project stakeholders. If you want to capture and hold interest, then you need to craft an engaging executive summary that can effectively hold someone’s focus.

Before you dive into the details of your business plan or project proposal,  your first step should be an executive summary that captures the attention of those in a position to give buy-in.

Think of the executive summary as the back cover of your book. It convinces readers to purchase a copy because the storyline is worth their time. An investor or C-level executive with limited time probably won’t feel motivated to read a full business or product plan without a compelling executive summary.

In this guide, we’ll show you how to write a captivating executive summary, what to include in the document, and jumpstart yours with customizable templates.

What is an executive summary? 

An executive summary is a brief synopsis of a larger document such as a report or business plan. It provides a quick overview of your business plan with details like a description of your company, financial information, and market analysis.

The executive summary is made for lenders, investors, and busy executives who don’t have time to read the full proposal.

Done right, it zeroes in on what your prospective investor or project sponsor wants to hear and clearly communicates the value of your business or plan. Many investors or stakeholders will only read the executive summary during the first contact with your business, so all the information they need should be included. 

The goals of an executive summary include:

• Grab the reader’s attention
• Tell them what to expect in the business plan so they are motivated to keep reading
• Provide a high-level overview of your company, your short-term and long-term goals
• Acts as an elevator pitch

What is an executive summary in a business plan?

An executive summary in a business plan is a concise overview that provides a snapshot of the key elements of the plan as it pertains to the business overall. It outlines the business concept, objectives, market analysis, financial projections, and other essential information. The executive summary serves as a summary and introduction to the entire business plan, allowing lenders, investors, and decision-makers to quickly grasp the main points and make informed decisions.

What is an executive summary in project management?

An executive summary in project management is a summary of the most critical information of your project proposal. It’s everything that management needs to know when they land on your project before they review your project plan .

An executive summary in project management shouldn’t be confused with a project overview. While they have similar elements, an executive summary can stand alone as a document, while a project overview needs to be attached to your project.

Executive summary vs abstract

An abstract summarizes a document like a journal article while an executive summary sums up a longer document.

An abstract is mostly used in academia as a requirement when submitting conference papers, book proposals, or applying for a research grant. The abstract is not an excerpt but an original document that is self-sufficient.

An executive summary is aimed at a business audience. It contains information to help executives make funding decisions. Where the language in an abstract is technical, the language of an executive summary is non-technical. An executive summary is written as a condensed version of a project plan to secure buy-in while an abstract is written for orientation.

Executive summary vs introduction

The introduction is the first part of your project plan or business plan. It explains what the project is about and the goals you want to achieve. On the other hand, the executive summary is a standalone document condensed into a few paragraphs. It is thorough and high-level. Decision-makers can choose to read only the executive summary and still get the gist of the entire project proposal.

Think of the introduction as the first few pages of a long book with many chapters and an executive summary like a short book with only one chapter. You can understand both context and storyline when you read a short book. 

What should an executive summary include? 

For a project .

What is the problem you’re going to solve? What product plan, customer feedback, or insight led to this project? Why should it happen now ? These are questions to lead with in the opening paragraph of your executive summary.

What steps or methods are you taking to solve the problems you’ve listed in the opening paragraph? What are the goals and objectives you’ll achieve at the end of the project? Detail the answers in this section.

Value proposition

This is an important section where you briefly explain the value of the outcome. What is the ROI of the solution you’ve proposed? How will it improve service delivery and customer experience?

In a few sentences reiterate why it’s important to solve the problem now and the next steps or actions you want the reader to take.

For a business plan 

Introduction  .

For a business plan, the introduction is an opening statement that explains the purpose of the document. Your goal is to grab and hold the reader’s attention by clearly communicating the value of the business and the desired outcome. 

Company description

Include the following details in the company description:

• Business name and location
• Contact information
• Description of the purpose
• Leadership, founders, and current investors at your company
• The team responsible for the project

Products and services

Briefly explain the problem you’re going to solve. If you’ve conducted research that shows a need for the proposal, include your findings here. Also, explain how you’ll accomplish the project goals and what you’ll need for success.

Market analysis

A few questions to answer in this section include:

• Is there a market opportunity for the problem? 
• How do you plan to grow your customer base and expand your market share? 
• What is the five-year growth plan for this product/service? 
• What is the most interesting thing you’ve learned about your target audience that the reader should know?

Competitive analysis

Questions to answer as part of your competitive analysis include:

• Who are your competitors?
• What are the present and future opportunities?
• What is the unique value proposition of the product or service?
• Do you have experience with competitors?
• What are the risks particular to this niche or line of product?
• What roadblocks do you expect to address?

Funding request and use

Use this section to sweeten the pot for investors. How much will you need to fund your business? What is the profitability of your business? How will investors benefit?

Financial projections 

Include financial data that supports your research such as:

• The budget baseline for your business plan
• Your projected revenue for the first three years
• Your plan to manage finances
• Your current and future business finances

Conclusion  

The conclusion is a recap of the problem and the solution. Ask about the decision you want the reader to take. The outcomes should be obvious but leave room for intrigue so they feel compelled to read the rest of the business proposal.

Executive summary examples 

Executive summary presentation.

Often, executive summaries are presented to stakeholders in addition to the document. Get the templates below to snag these PowerPoint executive summary presentation templates.

One-page executive summary template  

A one-page executive summary is a short document with a big impact. You’ll present it as a mini version of a project plan during a meeting with decision-makers or as a business plan when pitching investors.

A few details to include in a one-page executive summary:

• Business name
• Financial information
• Use of funding
• Management team
• Business model
• Unique value proposition
• Competitive advantage
• Go-to-market strategy

Startup executive summary template

Your startup executive summary could be the difference between getting a pitch meeting or not. Venture capitalists and investors and overwhelmed with pitches from startups looking for a partnership. 

An executive summary is the fastest way for them to learn about your company and evaluate its potential. It’s usually a one-page document that is concise, yet detailed and engaging. Before writing your startup executive summary, determine the goal and ensure it matches what potential investors want to see.

Details to include in your startup executive summary:

• A description of your product or service
• The value proposition
• Market analysis showing the merit of the project
• Your current business model and future plans
• An explanation of your market and customer base
• Financial projections and funding request
• Other special information that could sway a decision in your favor

Business plan executive summary template

The business plan executive summary shouldn’t exceed two pages. Make sure you’ve tailored it to your audience to show why the opportunity is special. An executive summary for a business plan should include:

• Mission statement
• Company information with details about your services or product
• Business highlights describing how you’ve grown over the years. Include details of revenue increase, number of customers, profitability, revenue increase, and market share
• Future goals
• Financial summary
• A closing sentence that reassures the value of the plan

Project executive summary template

The goal of a project executive summary is to show what life will look like after you’ve executed the project. Your executive summary should tell a story that helps the reader visualize the solution and inspire them to choose you.

The executive summary should be written as the final step of your project proposal template. This way, you save time revising the content.

Details to include in a project executive summary:

• Summary of the challenge the client wants to solve
• Description of how you’ll solve the pain point
• Overview explaining how you’ve solved similar problems in the past
• Unique value that competitors don’t offer

Marketing plan executive summary template

An executive summary for a marketing plan offers an overview of how you’ll reach your intended audience and drive conversions.

Details to include in a marketing plan executive summary:

• Introduction
• Brief description of your company and key leaders
• Project goals and objectives
• Your product or services and the major features and benefits
• Description of market factors and trends affecting them
• Who is your audience and how will you reach them?
• Financial projections

Healthcare executive summary template

A healthcare executive summary template is used in formal communications for hospitals, government health agencies, and nonprofits. The template accommodates longer-research proposal plans targeted at a wider audience of the general public, external investors, and management.

Details to include in healthcare executive summary:

• Project topic
• Overview of the organization
• Two to three key problems that have a profound impact on quality care, operations, or regulatory compliance
• A proposed solution to each identified problem
• Obstacles and opportunities
• Policy changes and program proposal
• Vision and recommendation

Executive summary report template

An executive summary for a research or analyst report offers an overview of key points from the research.

Details to include in a report executive summary report:

• Brief description of your company
• Analysis findings
• Why these findings matter

Here's an example: 

How to write an executive summary

1. write a problem-based introduction.

Use the opening paragraph to explain why your project matters. Outline the problem with supporting research or customer feedback to strengthen your claim. The reader should understand why it’s important to solve the problem now and the relevance to your customer base. 

A powerful way to grab attention is to open with a customer quote or thought-provoking statistic that forces the reader to sit up and listen.

For example:

“I wish this camera had a longer battery life span so I could record an entire football game on 4K without switching to full HD when the battery is low .” - Customer review

In a recent survey, 70% of our customers expressed a desire for a camera with a longer battery life that could last up to six hours while recording in 4k. 80% said they wouldn’t mind paying more for the convenience of not having to log extra battery packs when going out. To serve our existing clientele and improve our market share, we need to create a camcorder that performs at optimal levels while using fewer resources on battery life.

2. Tell your story

Use storytelling to explain the mission statement of your organization. Explain how you’ll use your skill and experience to solve the problem you’ve highlighted in the introduction. Storytelling sets the tone and gets the reader excited about reading the project plan.

3. Make sure you’ve done the research 

While an executive summary is short, it’s loaded with research. Research shows that you know your competitors, understand your target audience, and have a plan for capturing a significant market share.

Think of your executive summary like an elevator pitch. If an investor only read your executive summary without making it to the project proposal or business plan, what would you want them to know?

4. Outline the solution

After telling the reader the pain points and explaining your business credentials, use a bullet list to outline the solution. Your goal is to convince the reader that your solution is the best fit. Save deliverables and milestones for the project proposal. Instead, describe what will happen during the project so the user can picture the outcome working for them.

5. Show the value of the solution 

This is where you get into more details about the impact of the solution. Explain how the results provide relief and improve ROI for the company. include potential risks that may arise and relevant financial information such as income projections.

6. Formal or informal tone?

While an executive summary usually has a formal tone, your decisions should be based on your audience. 

Presenting to your C-level executives in your company? What language do they respond to? Don’t be afraid to break the mold if it gets the desired results. However, avoid clichés as they rub readers the wrong way.

If you’re presenting to investors, use language that resonates with your audience. Use personal pronouns like “I”, “you” and “we” over impersonal pronouns like “they” or “the company.

7. Make sure the summary can stand alone 

If you follow the clearly defined structure we’ve listed above, your executive summary can stand on its own merit. Keep revising the document until you’ve achieved this goal. The introduction, problem, solution, and conclusion should be detailed, yet concise. 

After writing, take a second look and read from the viewpoint of the decision-maker. Is there any section where more context is needed to clear confusion and help the reader understand the summary? Consider linking to a relevant section in the project proposal or explaining briefly in the summary.

8. Be concise

Every word in your executive summary must have an impact. The executive summary is not the place to brainstorm new ideas as it could jeopardize the project plan. 

Avoid using jargon words. Readers without prior knowledge of your company or niche should understand key findings by reading the executive summary alone.

 When you find yourself going deep into details, pull back and ask yourself if this belongs in the project proposal or executive summary. The goal is to keep the executive summary engaging and actionable.

9. Proofread for errors 

Before sending it off to executives or potential investors, read through the document three times in order to catch errors. It also helps to send it to a colleague to review with a fresh pair of eyes in case you missed a typo here and there.

10. Write the executive summary last

It takes longer to write an executive summary when you haven’t yet written the project proposal or business plan. Instead, wait to create a summary until you’ve written the full document, then pull details. This ensures that your executive summary captures the information you’ve detailed in the project plan.

Manage your executive summary templates with Guru

An executive summary is a quick and easy way to bring stakeholders up to speed on your project proposal. In a few paragraphs, you can communicate the problem, why it matters now and the key information they need to make a decision.

Rather than creating a new executive summary from scratch, these templates will add impact to your report and speed up the process. Use Guru’s knowledge management software to store your templates, collaborate remotely, and work efficiently on projects.

FAQ for executive summaries

Where does an executive summary go in a report.

Place the executive summary before the table of contents and after the title page. Include a page break before and after the executive summary.

How long should an executive summary be?

Most executive summaries are 5-10% of the length of the project proposal. Ideally, aim for one page for a 20-page project proposal.

Who is the audience of an executive summary?

The audience of an executive summary can include:

• Project stakeholders
• Management personnel who make decisions on funding
• Venture capitalists
• C-level executives

What is included in an executive summary?

Elements to include in an executive summary are:

• A summary of the key points of the project proposal report
• Major points of the report you want the reader to remember
• The goal of the report
• Results and recommendations from the report
• Other details that enable the executive summary to function as a standalone document

Marketing Plan Executive Summary

Considering that a marketing plan is a lengthy document and people who usually read it are busy individuals, it is important to provide your potential reader a faster way to understand your composition. Consequently, the summary of your overall marketing plan is essential to be presented to your target audience so you can get their attention even if they have not fully seen the entirety of your document’s discussion. In this article, we are going to tackle the basic pieces of information about this writing. Read through to learn more.

A well-formulated executive summary for a marketing plan can help you provide a positive and strong impact that can make your marketing plan more appealing, impressive, and relevant. This is why executive summary writing is expected to be one of the skills that the individual/s who will be tasked to develop a marketing plan must-have. Here is a wide variety of market plan templates and samples you can cite:

Marketing Plan Executive Summary Template

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In any case that you need references and guides when developing both the content and format of the executive summary of your marketing plan, do not forget to browse through and download the marketing plan executive summary examples in PDF available in this post.

Marketing Plan Executive Summary Example

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Marketing Plan with Executive Summary Example

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What to Do Before Writing Your Marketing Plan Executive Summary?

Developing executive summary samples  is not only for the purpose of summarizing a business plan. An executive summary can also be written to provide a brief presentation or an overview of what can be expected from a marketing plan. If you want to provide an accurate and specific perception or impression about the marketing plan that you have created for your business or organization, it is highly recommended for you to come up with an effective marketing plan executive summary.

Here are some of the things that you should take note of when drafting your own marketing plan executive summary:

1. Most, if not all, businesses create a marketing plan. Hence, there are also marketing plan executive summaries that are essential to be made so that appropriate synopsis can be provided to creditors, business partners, investors, and other stakeholders that the management would like to update about the marketing plan of the organization. You may also see marketing strategy plan examples .

Even if there are existing documents that you can refer to, it is imperative for you to come up with an executive summary which is the real and exact representation of the marketing strategies , tactics, and action plans that you want to realize.

2. You have to ensure that your marketing plan executive summary is well-developed, original, and brief.

Not all businesses have the same marketing plan of action, which is why you should be knowledgeable on how to develop a marketing plan executive summary that is suitable for your business operations and the marketing activities or programs that you will execute in the future with the help of your workforce and other concerned entities. You may also like strategic marketing plan examples .

3. There are no strict protocols or regulations in terms of writing the marketing plan executive summary of the business. No matter what industry your business belongs in, the content and formulation of your marketing plan executive summary will still depend on your own decisions and rules. You may also check out business marketing plan examples .

However, it is recommended for you to create the entire marketing plan first so you can just look into its sections or areas of discussion when making the executive summary for the document.

Integrated Marketing Communications Plan Executive Summary Example

Strategic Branding Development and Marketing Plan Executive Summary Example

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How to Write an Effective Marketing Plan Executive Summary

When drafting an  executive summary for a marketing plan , you have to be careful with the details that you will present as these can affect the impression of your audience. You have to ensure that all the information that you will include in the marketing plan executive summary are updated and have undergone a series of evaluation or assessment. Aside from this, there are also other activities that can help you come up with an impressive marketing plan executive summary.

A few of the processes or things that you can do to ensure the efficiency and effectiveness of the marketing plan executive summary, as well as the completion of its content, include the following:

1. Think of your marketing plan executive summary as an elevator pitch. This means that you should build the excitement and anticipation of what is in store for the people whom you will give access to the marketing plan content .

As much as possible, cover all the key points of the marketing plan especially those sections that deal with your current marketing activities, the marketing condition that serves as your milestone margin, your marketing plans for the business, and the factors or elements that must be considered for your general action plans to be fulfilled and realized.

2. Know the purpose of the marketing plan so you can come up with a necessary and relevant executive summary. Knowing your audience and the reason why it is essential for you to create the document can make it easier to put together all the information that can make the entire marketing plan and its executive summary compelling. You may also see restaurant marketing plan examples .

As an example, there are differences when it comes to the key points that can get the attention of your investors from that of your workforce. You need to be more thorough when it comes to explaining the financial benefits of the marketing plan when presenting the document to your investors. On the other hand, you can give more importance to the operational impacts of the marketing plan when dealing with your employees. You may also like digital marketing plan examples .

3. Set the tone of the conversation. Your marketing plan executive summary is a representation of what you can offer in terms of your marketing deliverable and aspirations. With this, you have to stick to a formal language within a brief discussion. Most marketing plan executive summaries are only a page or two long which is already enough to cover all the essential functions and areas of the actual marketing plan. You may also check out personal marketing plan examples .

Simple Marketing Plan Executive Summary Example

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Digital Marketing Plan Executive Summary Example

Outlined Marketing Plan and Executive Summary Example

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What Are the Key Components in a Marketing Plan Executive Summary?

Knowing how to create an executive summary for a marketing plan can give you an easier time to make your target audience hooked into your ideas and the actual plan of action. Even if there are only a few sentences that can be read from a marketing plan executive summary, it is still important for you to understand how this document can impact the evaluation and perception of your target audience.

With this, it is imperative for you to come up with an understandable and comprehensive marketing plan executive summary. Here are the key details that are expected to be seen in a basic marketing plan executive summary:

1. Present the financial profitability and sustainability that the business can get from the marketing plan. You have to develop a pitch that can make your marketing plan’s objectives to be aligned with the vision of the business. You have to make sure that all the activities and programs that you want to execute can help the business achieve its corporate intentions and aspirations. You may also see apartment marketing plan examples .

2. Discuss all the key elements that should be present or at hand for all your general plans to be realized. Your marketing plan executive summary must contain an overview of what it would like for your marketing vision to be incorporated into the operations and activities of the business.

3. Have a bottom line. Present the marketing activities that previously worked for the business and the changes, updates, or maintenance that you will implement for your future marketing efforts and undertakings.

The marketing plan executive summary that you will come up with must have a discussion of what you can do to better the business and its operations. In this manner, you can ensure your audience that the overall content of the document is fit for the current needs and requirements of the business and its stakeholders. You may also check out event marketing plan examples .

4. Focus your discussion on what your marketing plan would like to achieve. Have a purpose that will serve as the foundation of the document.

As an example, your marketing plan executive summary may contain details about the new products that you would like to launch, the development of the operations and management of the business’s marketing department, or the full listing of the marketing tactics and strategies that you think can be very helpful to the business’s sales and market reach. You might be interested in marketing plans for bakery business examples .

This is what we mean when we say that marketing plan executive summaries different from one another—it all depends on what your business or organization would like to prioritize in terms of its marketing undertakings.

5. Provide information about your pieces of evidence or the basis of the marketing plan’s development . Your executive summary must contain a short presentation of the results of your market and competitive analysis as well as other research studies that you have conducted or immersed in to get firsthand information. Being able to do this can make your marketing plan look more credible and professional.

6. Show the results that you expect to have after the marketing plan’s usage. A marketing plan executive summary can end with the projections of the financial status of the business, the growth of market shares within various market segments, the widening of market visibility and presence, and/or the improvement of the brand and image of the business. You may also see annual marketing plan examples .

Listing down all the possible return of investments can help your marketing plan executive summary become stronger.

Comprehensive Marketing Plan with Executive Summary Example

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Executive Summary for Your Marketing Plan Guidelines Example

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Marketing Plan and Executive Summary Writing Guide Example

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Marketing Plan Executive Summary and Overall Marketing Plan Example

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Marketing Plan Executive Summary in PDF

Marketing and Social Media Executive Summary

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Printable Marketing Plan Executive Summary

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Sample Marketing Plan Executive Summary

Tips in Making an Impressive Marketing Plan Executive Summary

Your marketing plan executive summary must be unique and based on the current marketing needs of the business. This part of your marketing plan should already be able to separate you from your competition especially when it comes to the marketing strategies that you will incorporate in your business operations. You may also see affiliate marketing plan examples .

Listed below are some of the most useful tips that can help you draft an impressive marketing plan executive summary:

1. A simple marketing plan executive summary is a formal discussion. Hence, you should select a language and presentation that is business-appropriate. For one, avoid using bullet points. Even if you are presenting different areas or sections of the marketing plan, you should still create full sentences that are aligned with one another.

2. Make sure that your marketing plan executive summary can be used as a framework of what your marketing plan is all about. You have to ensure that all the essential sections in the marketing plan are gathered together and summarized accordingly to paint an overview of the entire marketing plan picture. You may also like product marketing plan examples .

3. Discuss your current marketing condition. Your basic marketing plan executive summary should present your target audience, the environment of your market, the review of your offers, the analysis of your competitions and the channels, touchpoints, and platforms that you will use for content distribution and marketing message dissemination.

4. Do not solely rely on references, previous marketing plan executive summaries used by the business, or the templates and examples that you can download online. Maximize these items as guides and do not fully copy their content so you can create a marketing plan executive summary that is truly your business’s own. You may also check out email marketing plan examples .

Just like a business plan executive summary , your marketing plan executive summary must only contain relevant and necessary information. Limiting the content of your marketing plan executive summary can help the document become more direct to the point, precise, and concise. Develop your organization’s marketing plan executive summary now. Make the document as outstanding as possible with the help of the references and discussions that we have presented you with.

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Create a study plan for final exams in high school

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An executive summary is a thorough overview of a research report or other type of document that synthesizes key points for its readers, saving them time and preparing them to understand the study's overall content. It is a separate, stand-alone document of sufficient detail and clarity to ensure that the reader can completely understand the contents of the main research study. An executive summary can be anywhere from 1-10 pages long depending on the length of the report, or it can be the summary of more than one document [e.g., papers submitted for a group project].

Bailey, Edward, P. The Plain English Approach to Business Writing . (New York: Oxford University Press, 1997), p. 73-80 Todorovic, Zelimir William and Marietta Wolczacka Frye. “Writing Effective Executive Summaries: An Interdisciplinary Examination.” In United States Association for Small Business and Entrepreneurship. Conference Proceedings . (Decatur, IL: United States Association for Small Business and Entrepreneurship, 2009): pp. 662-691.

Importance of a Good Executive Summary

Although an executive summary is similar to an abstract in that they both summarize the contents of a research study, there are several key differences. With research abstracts, the author's recommendations are rarely included, or if they are, they are implicit rather than explicit. Recommendations are generally not stated in academic abstracts because scholars operate in a discursive environment, where debates, discussions, and dialogs are meant to precede the implementation of any new research findings. The conceptual nature of much academic writing also means that recommendations arising from the findings are distributed widely and not easily or usefully encapsulated. Executive summaries are used mainly when a research study has been developed for an organizational partner, funding entity, or other external group that participated in the research . In such cases, the research report and executive summary are often written for policy makers outside of academe, while abstracts are written for the academic community. Professors, therefore, assign the writing of executive summaries so students can practice synthesizing and writing about the contents of comprehensive research studies for external stakeholder groups.

When preparing to write, keep in mind that:

• An executive summary is not an abstract.
• An executive summary is not an introduction.
• An executive summary is not a preface.
• An executive summary is not a random collection of highlights.

Christensen, Jay. Executive Summaries Complete The Report. California State University Northridge; Clayton, John. "Writing an Executive Summary that Means Business." Harvard Management Communication Letter (July 2003): 2-4; Keller, Chuck. "Stay Healthy with a Winning Executive Summary." Technical Communication 41 (1994): 511-517; Murphy, Herta A., Herbert W. Hildebrandt, and Jane P. Thomas. Effective Business Communications . New York: McGraw-Hill, 1997; Vassallo, Philip. "Executive Summaries: Where Less Really is More." ETC.: A Review of General Semantics 60 (Spring 2003): 83-90 .

Structure and Writing Style

Writing an Executive Summary

Read the Entire Document This may go without saying, but it is critically important that you read the entire research study thoroughly from start to finish before you begin to write the executive summary. Take notes as you go along, highlighting important statements of fact, key findings, and recommended courses of action. This will better prepare you for how to organize and summarize the study. Remember this is not a brief abstract of 300 words or less but, essentially, a mini-paper of your paper, with a focus on recommendations.

Isolate the Major Points Within the Original Document Choose which parts of the document are the most important to those who will read it. These points must be included within the executive summary in order to provide a thorough and complete explanation of what the document is trying to convey.

Separate the Main Sections Closely examine each section of the original document and discern the main differences in each. After you have a firm understanding about what each section offers in respect to the other sections, write a few sentences for each section describing the main ideas. Although the format may vary, the main sections of an executive summary likely will include the following:

• An opening statement, with brief background information,
• The purpose of research study,
• Method of data gathering and analysis,
• Overview of findings, and,
• A description of each recommendation, accompanied by a justification. Note that the recommendations are sometimes quoted verbatim from the research study.

Combine the Information Use the information gathered to combine them into an executive summary that is no longer than 10% of the original document. Be concise! The purpose is to provide a brief explanation of the entire document with a focus on the recommendations that have emerged from your research. How you word this will likely differ depending on your audience and what they care about most. If necessary, selectively incorporate bullet points for emphasis and brevity. Re-read your Executive Summary After you've completed your executive summary, let it sit for a while before coming back to re-read it. Check to make sure that the summary will make sense as a separate document from the full research study. By taking some time before re-reading it, you allow yourself to see the summary with fresh, unbiased eyes.

Common Mistakes to Avoid

Length of the Executive Summary As a general rule, the correct length of an executive summary is that it meets the criteria of no more pages than 10% of the number of pages in the original document, with an upper limit of no more than ten pages [i.e., ten pages for a 100 page document]. This requirement keeps the document short enough to be read by your audience, but long enough to allow it to be a complete, stand-alone synopsis. Cutting and Pasting With the exception of specific recommendations made in the study, do not simply cut and paste whole sections of the original document into the executive summary. You should paraphrase information from the longer document. Avoid taking up space with excessive subtitles and lists, unless they are absolutely necessary for the reader to have a complete understanding of the original document. Consider the Audience Although unlikely to be required by your professor, there is the possibility that more than one executive summary will have to be written for a given document [e.g., one for policy-makers, one for private industry, one for philanthropists]. This may only necessitate the rewriting of the introduction and conclusion, but it could require rewriting the entire summary in order to fit the needs of the reader. If necessary, be sure to consider the types of audiences who may benefit from your study and make adjustments accordingly. Clarity in Writing One of the biggest mistakes you can make is related to the clarity of your executive summary. Always note that your audience [or audiences] are likely seeing your research study for the first time. The best way to avoid a disorganized or cluttered executive summary is to write it after the study is completed. Always follow the same strategies for proofreading that you would for any research paper. Use Strong and Positive Language Don’t weaken your executive summary with passive, imprecise language. The executive summary is a stand-alone document intended to convince the reader to make a decision concerning whether to implement the recommendations you make. Once convinced, it is assumed that the full document will provide the details needed to implement the recommendations. Although you should resist the temptation to pad your summary with pleas or biased statements, do pay particular attention to ensuring that a sense of urgency is created in the implications, recommendations, and conclusions presented in the executive summary. Be sure to target readers who are likely to implement the recommendations.

Bailey, Edward, P. The Plain English Approach to Business Writing . (New York: Oxford University Press, 1997), p. 73-80; Christensen, Jay. Executive Summaries Complete The Report. California State University Northridge; Executive Summaries. Writing@CSU. Colorado State University; Clayton, John. "Writing an Executive Summary That Means Business." Harvard Management Communication Letter , 2003; Executive Summary. University Writing Center. Texas A&M University;  Green, Duncan. Writing an Executive Summary.   Oxfam’s Research Guidelines series ; Guidelines for Writing an Executive Summary. Astia.org; Markowitz, Eric. How to Write an Executive Summary. Inc. Magazine, September, 15, 2010; Kawaski, Guy. The Art of the Executive Summary. "How to Change the World" blog; Keller, Chuck. "Stay Healthy with a Winning Executive Summary." Technical Communication 41 (1994): 511-517; The Report Abstract and Executive Summary. The Writing Lab and The OWL. Purdue University; Writing Executive Summaries. Effective Writing Center. University of Maryland; Kolin, Philip. Successful Writing at Work . 10th edition. (Boston, MA: Cengage Learning, 2013), p. 435-437; Moral, Mary. "Writing Recommendations and Executive Summaries." Keeping Good Companies 64 (June 2012): 274-278; Todorovic, Zelimir William and Marietta Wolczacka Frye. “Writing Effective Executive Summaries: An Interdisciplinary Examination.” In United States Association for Small Business and Entrepreneurship. Conference Proceedings . (Decatur, IL: United States Association for Small Business and Entrepreneurship, 2009): pp. 662-691.

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How to Write an Executive Summary for a Grant Proposal

Every successful grant proposal starts with an engaging executive summary. It stresses the significance of the proposed research, and it makes a compelling case for your grant request in a short and readable passage. Here we explain the value of the executive summary and what should (and should not) go into it.

Updated on June 15, 2022

Every successful grant proposal starts with an executive summary. The executive summary presents the key elements of your application in a condensed and engaging form. It's also sometimes called a project description, abstract, or summary.

A grant proposal's executive summary introduces your research project goals, preliminary findings, and the personnel involved. It stresses the significance of the proposed research. It makes a compelling case for your grant request in a short and readable passage.

This article explains the value of the executive summary and what should (and should not) go into it if you want to get your funding.

Why is an executive summary important for a grant proposal?

Grant proposals are organized into distinct sections. The executive summary is often the most important section because it's the first thing reviewers will read, just like an abstract is often what readers read first when searching for useful research.

Some granting agency reviewers may base their opinion on the abstract alone. “The abstract must sell the grant,” says a US-based grant evaluator . “If I don't get interested by the first page, the proposal is lost,” says another .

Even when evaluators read the entire proposal, those first impressions are critical. If these decision-makers come across a poorly written executive summary, they might start reading the following pages with a negative bias—this may be difficult to overcome. Or they might stop right there. However, if the executive summary is well written, evaluators will likely approach your proposal with a more welcoming attitude.

There are also administrative reasons why the executive summary matters. Some granting agencies, like the U.S. National Institutes of Health ( NIH ), use the grant proposal title and executive summary to assign proposals to a specialist review panel. Your executive summary should reflect the key elements of your proposal so it ends at the hands of those who will see its value.

Strictly follow the granting agency's requirements

Before you start drafting the executive summary, learn everything there is about the sponsoring agency.

Start by perusing funded grant applications. How is their summary structured? How much did they score in this section?

Requirements differ across granting agencies. Many have a word limit for the executive summary (~500). Others ask for a more comprehensive description of the project (2–3 pages).

Some ask you to mention the type and amount of funding or other support you're after. And yet others want the budget to be submitted separately from the technical proposal. Picky picky, but they make the rules you have to play by.

Let the sponsor's mission and funding proprieties shape your executive summary.

What should you include in the executive summary?

Certainly, the granting agency's funding priorities, mission, and specific guidelines will inform the content of your executive summary. There are also general best practices that work across different fields.

Here, we'll give you a basic structure. Then keep reading to see a real example.

General concept

Try to structure your executive summary like an abstract—only with more emphasis on your (and your research project team's) ability to do the research.

Regardless of the summary length—ranging from one paragraph up to two full pages—you need to answer the following questions:

• What is the broader context in which your research is situated?
• What is the gap in the knowledge base that your research project will address?
• Why are you ideally suited to deliver this project?
• What do you intend to do (project objectives) and how (methodology)?
• Why is this research project worthy of funding?

Executive summary structure

This is the typical order you might follow, though it's not always as strictly defined as a research abstract.

Background and problem/need assessment

At the start of your executive summary, briefly contextualize your proposed research in the overall landscape of existing scholarly work. Then mention the unmet need(s) or knowledge gap(s) creating the need for your research. To make these points, you can use phrases like “It is still unclear how...”, “…has not been determined”, or “there is currently limited research on…”

Research project team's abilities and experience

Next, mention who you and the rest of the research project staff are, including any external collaborators. Describing your competencies and previous research record can convince the evaluators that you deserve this funding.

Your executive summary should stress your unique capacity to get work done and meet the sponsor's needs. If you have a website for your project, link to it in a footnote or with an embedded link.

Goal and objectives

Present your project's overall goal and particular. For policy-related research, this may also cover the aim to develop interventions that solve the real-world problem you are researching. You can make these points with phrases like “Our overarching aim is...”, “We propose to explore…”, or “We will investigate the…”

Strategy/methodology

After stating the purpose of your research project, briefly describe your research design or methods used to conduct the work. This includes possible barriers or shortcomings. To do so, use phrases like “We will show this, drawing on X/Y theories” or “We will achieve this goal by…”

Preliminary results/outcomes

It's good to refer to the initial or expected findings of your research. This builds the reviewers' confidence in the feasibility of your work.

Research project significance/impact

Conclude by addressing the (positive) impact of your proposed research.

• Why does the problem you're trying to solve matter?
• How will the expected outcomes benefit society and/or serve the funder's mission?

Useful phrases here include: “has important implications for …”, “will shed critical light into…”, and “These results will contribute greatly/play a key role in…”

Sample executive summary

Background : The cumulative intensity of human stressors has led to degradation of marine ecosystems and the deterioration of biodiversity in the Mediterranean Sea.

Gap in the field, need for this research : Practical conservation measures are required to shield threatened marine ecosystems from intrusive human activity. Conservation must involve social views supported by human values that differ significantly between Mediterranean countries. Social, financial, and political differences increase the challenge of balancing sea conservation with sustainable use. Extensive cross-regional cooperation is urgently needed to secure adequate protection of this region's marine ecosystems and biodiversity.

Research project goals : This research project aims to promote collaborative research to support marine management and conservation design and influence policymaking.

Methodology, team's abilities : We will devise innovative approaches and mechanisms to reduce knowledge gaps and promote marine conservation science.

This project involves collaboration between the Marine Conservation Department of Big Fish University and the G. W. Sharque Center for Applied Research. The project team comprises a multidisciplinary group of internationally renowned experts in marine biodiversity conservation. These members have collaborated successfully in the past on two funded projects.

Expected project activities and outcomes : This partnership is uniquely positioned to support the development of cross-regional and national policies through four key activities:

• Develop analytical tools to explore cumulative human impacts on the Mediterranean marine ecosystem
• Determine key scientific and technical gaps in existing conservation actions.
• Coordinate marine conservation policy across national borders in the Mediterranean.
• Identify adequate governance procedures to establish and manage marine protected areas.

Practical applications, research impact : Meeting these research aims will have important practical applications. It will enable integration of marine conservation policy into cross-regional maritime planning agendas for the Mediterranean seas. In this way, it will help counter the loss of biodiversity and ecosystem services in this region.

What should the tone be?

Grant evaluators read dozens, even hundreds, of grant proposals every week. The executive summary should capture their interest to convince them to read the entire application. To achieve this:

• Give a clear and concise account of who you are, what you need the money for, and how you'll use them. The executive summary should be a clear road map for your proposal.
• Write in an instructive manner to explain your topic and be understood by people working in the same or related fields. The executive summary should stand in its own right.
• Be convincing (but also pragmatic) about your research project team's ability to carry out the research. As noted, you can do this by mentioning your research record of accomplishment.

What to avoid when writing an executive summary

Naturally, as there are best practices, there are things to avoid. These are the main ones when writing your executive summary.

• Don't address the funder directly . Only do this in the cover letter (if requested).
• Don't give out too much . Don't go too deep into what your project will accomplish or how you'll manage it. And don't use too many citations; about five is enough. You'll have space for this later.
• Don't write in the first person . Aim to sound objective and persuasive. But note that a different tone may be needed for grants in areas like the arts and philosophy, where the researcher's subjectivity is often a key factor.
• Don't give any confidential information . Funding agencies might publish parts of the executive summary of the funded project on their website. You don't want your competitors to read any sensitive information.
• Don't focus more on problems than the proposed solutions . This might make reviewers think your project isn't feasible.

Expert insider tips

Hopefully, after reading this, you saw the executive summary is all about quality over quantity. A precise and specific summary beats a wordy and redundant one. So how can you use the limited space provided to the greatest effect? We'd like to offer a few experience-based tips.

• While the summary is the first section in the proposal document, it's often best to write it at the end . It will be easier to outline the most critical points in a condensed form when you have a complete picture of your project. (Double hint: take the same approach for writing your manuscript abstracts.)
• If your executive summary is longer than one page, use subheadings for each section to make it easier to read (just like we did in this article) . You can also include bulleted lists where possible. Avoid “walls of text.”
• The executive summary should follow the logical flow of the main points in your proposal . It should only reference topics and information explained in detail in the main body of your submission.
• If the call for grant proposals includes evaluation criteria, keep these in mind as you write the executive summary . For example, it might state that the project impact subsection carries more weight than the personnel. In this case, you could dedicate more attention to the significance and broader impact of the proposed research in the executive summary than to the team's competencies.

The AJE Team

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