An executive summary should include (one to two pages):

• 1) The owner's names and credentials;
• 2) The product or service offered;
• 3) The market and the competition;
• 4) The amount of money needed;
• 5) The expected rate of return and timeframe for earning anticipated return.
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• The executive summary creates the angel's first impression of you and your business.  It should be a condensed but powerful summary of the business plan itself and should include the highlights of the plan.  Highlights include the idea behind the business and it must be stated as a realistic, business concept.  The plan for success must be clearly defined.  Management team members are named along with specific skills and the roles played in the business.  The market must be defined and specific.  Any niches and/or competitive advantages must be explained.  Statements concerning financial projections must be included and be realistic.

Mistakes to avoid in an executive summary:

• 1) Introduction rather than a summary;
• 2) Not enough information;
• 3) Long and wordy;
• 4) Personal opinions rather than facts;
• 5) Not consistent with the full business plan;
• 6) Too general.

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