The executive summary is often considered the most important section the plan. This section briefly tells your reader where your company is, where you want to take it, and why your business idea will be successful. The executive summary should highlight the strengths of your overall plan and therefore be the last section you write. What to Include in Your Executive Summary Below are several key points that your executive summary should include: The Mission Statement This explains what your business is all about. Company Information Include a short statement that covers when the business was formed, the names of the founders and their roles, the number of employees, and business location(s). Growth Highlights Include examples of company growth, such as financial or market highlights (for example, XYZ Firm increased profit margins and market share year-over-year since its foundation). Graphs and charts can be helpful in this section. Your Products/Services -- Briefly describe the products or services you provide. Financial Information Summary of sales/profits over the last two years; ROI on the new initiative. Summarize future plans Overview of the new strategic initiative New product/service offering, acquisition, divestiture, merger, new market Demonstrate that you have done thorough market analysis. Include information about a need or gap in your target market, and how your particular solutions can fill it. Convince the reader that you can succeed in your target market, then address your future plans.