You'll need to write your marketing plan's executive summary after the other sections have been written since it's a summary of their major points.
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Some of the key points to cover in the executive summary for a marketing plan are the company introduction, company objectives, the management team and an overview discussion of marketing strategies and tactics.
A good marketing plan executive summary will introduce your company by briefly describing the nature of your business and the products or services you offer:
- If your business is already in operation, state how long you've been in business and how long you've been at your current location. Describe your business activities including sales and customers. Highlight your accomplishments and successes.
- If your business is not yet in operation, describe the experience and training you have that qualifies you to operate this type of business. Include similar information for business partners or key managers of the company.
After describing your company, the marketing plan executive summary should explain your company's founding philosophy -- often called a mission statement -- and outline some of the key company objectives.
- Mission statements can be relatively abstract, such as "to provide quality day care for children."
- Company objectives are more specific, such as "to be the child care provider of choice in the Tri-County area and to increase enrollment by 25 percent in 12 months."
As part of the executive summary for a marketing plan, you should introduce your management team and explain who will be executing on the marketing plan.
- Describe the organizational structure of your business. Is it a sole proprietorship, partnership or corporation?
- List key management. Include copies of their resumes in the supporting documents section.
- Disclose management salaries and ownership, management assistance and training needs, and supporting professionals (such as a bookkeeper or lawyer).
- List the board of directors.
Overview of Marketing Strategies and Tactics
Close the executive summary with a brief discussion of the main marketing objectives and strategies contained in the marketing plan.