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.

Alternative title: Credibility is more important than secrecy.

For good reasons, entrepreneurs should keep their key players whether in a contractual relationship or in negotiations secret.  However, when presenting to investors, or other key players, they need to weigh secrecy versus credibility.

Have you ever heard someone say, “Very important people are in the know”?  Do they ever really state those “very important” people?  Not really. The sad reality is that they probably do not have the connections.  Investors have to be wary of this.  Credibility should be more important than secrecy. 

If you plan involves key players, state those key players. If it is in negotiations, state it is in negotiations.  Include in the body of the plan, the backup if things fail; but state specifics.

Remember, investors invest in people.  They need to see that these people are credible.