Example Executive Summary

CompanyX provides hosted content services within the online applications and platforms (OAP)
market via its ProductX product. ProductX is a platform for businesses and organizations to store,
manage, and publish content to the web and mobile devices. ProductX services are sold at
productx.com and used by our customers on a self-service basis.

What have we accomplished?

Development of ProductX 1.0 began in 2006 and was later launched in the winter of 2007. Soon
thereafter we began planning for ProductX 2.0, which after almost a year of development and iteration
based on customer feedback was launched in April 2009. ProductX is currently in use by over 800
organizations of all types and sizes and provides CompanyX with the necessary foundation to achieve
our main objectives over the next 12 months.

Who are our customers?

ProductX customers include ad agencies (WPP Group), universities (MIT), large enterprises (Ernst &
Young), industry associations, non-profits, film producers (David Lynch), media publishers
(Meredith), government agencies (New Your Lottery), and many other types of organizations that rely
on content for communications, marketing, and other core business activities.

What are we known for?

Our customers have told us there are there primary reasons why they chose ProductX over the
competition. First is price: ProductX is the most cost effective platform on the market. Second is
mobile: ProductX supports the delivery of content to all the most popular mobile devices. Third is
API: ProductX offers a built-for-developers-by-developers API that enables rapid integration with 3rd
party apps and services.

How big is the market?

According to a Forrester Research report published earlier this year, online applications and platforms
(OAPs) generated revenues of $4.1B in 2008, up 86% over 2007, and are expected to generate roughly
$5.9B in 2010. That same report also predicts that OAPs focused on mobile content delivery and 3rd
party integrations will increase their market share from 13.4% in 2008 to over 22% by 2010.

What’s our strategy goal?

Our goal is to establish ProductX as the leading SMB-focused online platform by Q4 2010. We plan
to do this by growing new signups and customers, and maintaining our lead in product innovation and
cost effectiveness.

How much do we need to get there?

To date we have raised roughly $4M in Seed and Series A financing from a small group of
professional angel investors. We are seeking to raise $3M in Series B financing to achieve our
objectives over the next 12 months.

What's the story of our company?

Internet entrepreneur and CompanyX CEO Bob B. founded the company in the winter of 2005 with a
vision for how the Internet was going to greatly enhance the role of content as a communications and
marketing tool. From its inception, the CompanyX leadership team has included CTO John D., SVP
Marketing Jane T., and a development staff of four. All members of the CompanyX leadership team
attended Massachusetts Institute of Technology.