In the next 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.

Have you ever read someone’s executive summary, ask yourself one question: What are they trying to do?  If it is not clearly stated then they missed the boat.

Clearly, they should introduce themselves and what they do; but then just right out state the goal. Three questions should be answered:

1. What is the name of the company and its form?
2. What is the company going to do?  This could be the goal or mission.
3. What will this lead to, or what else will the company do that will ultimately deliver the big payback?

Example:

ABC, Inc. will build and operate an ethanol production facility (100 Million gals/year) in Texas, primarily for the fuel additive market.  Other products will include 5 million tons of grain products for livestock feed and 50 Billion cubic feet of CO2 for carbonated beverages. 

All the investor has to do to know if this fits into their area of interest is to read the first two lines.  Secondly, if it is in their area of interest they would probably already know that this is a very large facility and would deliver a large return if built and operated successfully. If they are not in this arena then they can quickly say, “No, “ but more importantly, direct it to someone that might say, “Yes.”

Keep it simple and to the point. That will be the common theme in every one of these discussions on the Executive summary.