The executive summary of your marketing plan is important. The summary is the first thing the reader sees, but it should be the last thing you write, which is not hard because it is a summary.
The purpose of the summary is to give your reader an overview of what your business is all about, and how you will succeed in your niche, or market. The executive summary of your marketing plan will include summaries of:
1. Your situation analysis: where are you now and where are you going?
2. Your market summary: where is the market now and where is it going?
3. Your target markets: your niche.
4. Your market analysis: break the niche down into groups.
5. What are your market demographics: Geographic: where? Demographic: who?
6. What are your behavior factors: why your costumers need you?
7. What are your market needs: problems to be solved, and how you will solve them.
8. What are your market trends: the movement of the market over time.
9. What is your market growth: is it growing or declining?
10.What is your target market growth: where is it growing?
11.SWOT Analysis includes: strengths, weaknesses, opportunities, threats, and competition.
12. Your service offering: what is so unique about you? How does your business differentiate from your competition?
How to write an executive summary.
To write the executive summary of your marketing plan, start by following the list above and writing just one or two sentences about each topic. Keep it short, show graphs, and make it colorful.
If you have trouble writing, and distilling the pure essence of your summary just copy sentences from your plan to get going.
Important is to finish the executive summary of your marketing plan with an intriguing closing sentence that tells the reader why this a winning business?
Now in this day and age your plan should included an Internet marketing strategy. Why? The Internet is is a profitable opportunity for almost any business these days. The Internet has hardly been hit by the recession. More and more costumers and companies are turning to it to find solutions to their problems, and for your business this is a win, win situation. I think this is an essential part of any executive summery of your marketing plan.