Business Plan In A Day. Rhonda Abrams
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Pay Attention to Preparation
A few ways to make your Executive Summary look appealing to readers:
Divide the Summary into paragraphs that mirror the sections of your business plan.
Keep each topic brief.
Use bullets to highlight your most compelling information.
Include a small chart or graph if it makes an important point clear.
Use white space and informative subheads to break up text blocks and make the pages seem less intimidating.
For additional suggestions, see Presentation Pointers on pages 154-165.
On pages 8-10, you’ll find a worksheet to help you prepare your Executive Summary. Each question on the worksheet refers to corresponding worksheets throughout this book. You’ll find it much easier—and quicker—to complete the Executive Summary worksheet if you’ve already worked through the rest of the steps in this book (Steps 2-9). Just refer to your completed worksheets to assemble the key ingredients for an informative, compelling Executive Summary.
Before you get to the worksheets you’ll see a sample Executive Summary for the fictional company ComputerEase. Review this model for more ideas about the content and structure of an Executive Summary.
Executive Summary
THE COMPANY
ComputerEase, Incorporated, provides computer software and software-as-a-service (SaaS) training services, primarily to the corporate and business market. In addition to offering local training at its own dedicated facilities, the firm delivers on-premises training to corporations located in the greater Vespucci, Indiana, area. More recently, it has created online versions of its courses that can be accessed from anywhere with an Internet connection. The technology business services industry is one of the fastest growing in the United States, and ComputerEase intends to capitalize on that growth. The company’s stock is currently held by President and CEO Scott E. Connors and Susan Alexander, Vice President, Marketing.
Immediately highlights a positive factor
Provides basic company details in a straightforward style
PRODUCTS AND SERVICES
The company provides software training programs targeted to the corporate market, and currently has a portfolio that covers a broad range of leading business software programs. There are two ways that training is delivered. On-premise training is provided by in-person instructors, either at the customer’s place of business or at ComputerEase’s Corporate Training Center. Online training is offered via the Internet. In addition to providing training for the most-used enterprise and business software and web-based business services, ComputerEase also creates custom programs at corporate customers’ request for both on-premise and online delivery. The online training programs increasingly incorporate at least some video training segments, enhancing the learning experience.
Briefly describes the company’s offerings
TARGET MARKETS
ComputerEase’s “brick-and-mortar” business operates in the greater Vespucci, Indiana, area. Vespucci is the sixteenth-largest city in the United States, with a diverse and healthy economy. U.S. Census Bureau data show that more than 10,000 organizations with more than 50 employees (ComputerEase’s primary target market) are located in the area. ComputerEase’s online market is composed of English-speaking countries where a high percentage of businesses are automated or in the process of becoming automated. The market for online computer training has grown by more than 33 percent each year for the past five years, and is projected to sustain this rate of expansion into the next decade.
Shows large market potential
THE COMPETITION
No market leaders have yet emerged in the corporate software training field—either in the Vespucci region, or in the online space. Competition is diverse and uneven, creating substantial market opportunities. ComputerEase maintains the following advantages over existing competition: Strategic partnerships with leading software publishers; formal certifications from those publishers; a growing reputation for delivering highly effective training and superior customer support; a company-owned, state-of-the-art computer training center; a local sales staff with strong ties to target customers; and a national network of third-party consultants and computer retailers that bundle ComputerEase’s courses with their own services.
Describes competitive edge
MARKETING AND SALES STRATEGY
ComputerEase differentiates itself in its marketing by emphasizing the needs of the corporation, not merely the students taking the classes. Locally, the firm employs highly regarded sales professionals with extensive ties to the target market who secure sales predominantly through face-to-face solicitations. For customers who access ComputerEase’s online training, the company has an aggressive online marketing strategy that includes advertising on prominent training websites, exhibiting at training industry trade shows, publishing a monthly email newsletter on best practices in corporate training, and using search engine marketing by purchasing keywords. To support its customer base, ComputerEase also maintains an active Facebook fan page and has a Twitter feed.
OPERATIONS
ComputerEase owns its own Corporate Training Center with 20 PCs fully equipped with all the latest versions of the most popular business software programs. The company offers corporate training sessions at the Center, as well as at local corporations’ place of business. It plans to open a second Training Center with some of the funds currently being sought. ComputerEase utilizes the excess capacity of the Training Center by offering Saturday and evening classes to consumers. Additionally, ComputerEase has three development PCs for creating the interactive course content based on the instructor-led courses and documentation. All equipment is leased, resulting in lower capital expenses and ensuring the latest equipment at all times. All data center operations, including the server that hosts the online training applications and student data, are outsourced to a local managed services provider. Video production is outsourced to a local company experienced in creating instructional videos.
MANAGEMENT
President and Founder Scott E. Connors brings significant technology-related management experience to this position. Immediately before starting ComputerEase, Connors served as regional vice president for Wait’s Electronics Emporium, a large computer hardware and electronics retail chain. Previously, he was a sales representative for IBM. Vice President Susan Alexander brings direct experience in marketing to the target market from her prior position as assistant marketing director for AlwaysHere Health Care Plan, and sales experience as a sales representative for SpeakUp Dictation Equipment.
Highlights management’s relevant experience
FUTURE DEVELOPMENT AND EXIT STRATEGY
In addition to expanding online operations, ComputerEase will consider franchising. The company will also increase the number of company-run locations, choosing major metropolitan areas. Online, the company’s goal is to become a major player in the corporate software training market. It would be open