1. Executive Summary

The Executive Summary is your primary selling section of the business plan. It should be clear, concise and compelling. Within 1 to 2 pages, the reader should be interested, engaged and well-informed about your business model, your requirements, and expectations.

1. What is the full legal name of your organization? ___________________________
2. Describe your business idea using Table 1.1 to guide the coverage of pertinent topics. Select them according to whether you are planning a start-up, purchasing an existing business, securing a franchise, or licensing technology. If you are expanding a firm, you can follow the guidelines which fit best.

Table 1.1 Executive Summary Description Guide
Components of the Business	Start-Up	Buy Existing	Secure a Franchise	License Technology
Customers	None	Established	None - but may have name recognition	None
Products or Services	None	Established	Developed	In process
Location	Needed	In place	Assistance possible	Needed
Management Control	Owner	Owner	Owner within terms of license	Owner within terms of license
Operational Control	Owner	Owner	Owner within terms of license	Owner
Marketing	Needed	In place (+/-)	Assistance possible. Rules absolutely.	Needed
Reputation	None	In place (+/-)	Should be. If not, why license?	Possible
Royalties/Fees	Not usual	Maybe	Ongoing	Likely
Financing	Needed	Prior owner may provide	Assistance possible	Needed
Disclosures	None	Buyer beware	UFOC & contracts	Agreement

My business best fits the ____________________ category and means that we will ___________

______________________________________________________________________________

Business Idea:

3. Target Market (Answer who, what, when, where, and why.)

Table 1.2 Target Market Description
Factor of Target Market	Description
(who)
(what)
(when)
(where)
(why)

4. What type of organization are you starting? (Manufacturing, Wholesale, Retail? For-profit or not-for-profit?) _______________________________________________

5. What products and/or services will you offer?

Table 1.3 Product/Service Offerings
	Description
Product/Service 1
Product/Service 2
Product/Service 3
Product/Service 4

6. What is your marketing and sales strategy? Explain how your business idea will satisfy a customer need.

Table 1.4 Marketing & Sales Strategy
Customer Need	How Your Business Will Satisfy It