In this series of installments I am discussing the executive summary and how to make it stand out.  The executive summary should present the compelling reason for the investor to buy into the company.

Yesterday, I wrote that when you ask for money, you should state how it will be used. I discussed how the products and services will be made and sold.  Marketing makes that initial connection with the buyer and builds that relationship.  Often, the money is used towards marketing; however, simply stating that may not be enough.

On the other hand, going into depth with a marketing plan is going to be too much for an executive summary.  Remember, the point of the executive summary is to demonstrate that this company and management team will be successful. Therefore, what about the marketing of this product will make it successful enough to entice an investor to want to buy in?

Approach the question by addressing five basic aspects of the marketing plan:

1. How will this be promoted? (Remember, who is the audience for the product/service?)
2. How will this be sold? (Could be a very different channel than the promotion!)
3. Is there a specific price or range of prices, not already discussed that will be a major factor?
4. Are you in a contractual relationship with a key player that will help you market (that is different from yesterday’s answer)?
5. Are you in negotiations with a key player that will help you market (that is different from yesterday’s answer)?

From these five questions, you can come up with the key elements that will distinguish this marketing, and make it successful.  The critical element is that marketing must be addressed, whether or not the funds from the investors will be used for it.