THE EXECUTIVE

SUMMARY
• The executive summary contains everything that is relevant
and important to the business audience.
• It must contain the major argumentations of the business
proponent on why the business will work and succeed.
• It should provide the business plan audience all the
arguments on why they should participate in the business
venture.
THE EXECUTIVE SUMMARY SHOULD THEN INTRODUCE AND
HIGHLIGHT THE GOOD QUALITIES OF:

•The business proponents and their partners;

•The enterprise organization and its capabilities;
•The technology providers and their expertise and
experience; and
•The suppliers and all the major service providers.
• It should likewise describe the product/services of the
enterprise, their features and attributes and why they are the
right ones to deliver to the customers.
• The executive summary should then proceed to discuss and
justify the Enterprise Summary and Enterprise Delivery
System.
Enterprise Strategy builds and develop the plan for
attaining competitiveness.
Enterprise Delivery System is the entire process of
converting input into output and these output into outcomes.
THE BUSINESS
PROPONENT
• The third section of the business plan contains
information about the business proponents or
stakeholders. There are four types of stakeholders:
1. Resource providers
2. Technology providers
3. Governance and top management
4. Operating and support team
• If the business plan readers are the resource providers, then they will
want to know who else are on board to share the burden of raising
money.
• If the business plan readers are the technology providers, they will want
to know if there will be sufficient funds to pay for the technology.
• If the business plan readers are the governance and top management
team, then they will want to now what strategies and performance
indicators are proposed.
• If the business plan readers are the implementing, operating and
support teams, they will want to know what programs, activities, tasks
and resources would be in place.
THE TARGET CUSTOMERS
AND THE MAIN VALUE
PROPOSITION
•The fourth section of the business plan is the target
customers and the main value proposition.
•The business proponent must be precise about the
target audience.
• Target audience must be sufficient size, sufficient paying
capacity, and have sufficient interest to purchase the
products being offered by the enterprise.
• The main value proposition is the unique selling
proposition of the enterprise.
•Knowing where the target customers are exactly
concentrated, the business plan should the pinpoint
what the customers buy, how they buy, when they
buy, where they buy and what convince them to buy.
•These information should then be used to justify the
exact locations and marketing channels to be
employed by the enterprise.