How To Write A Compelling Executive Summary For Your Online Business Plan

How to Write a Compelling Executive Summary for Your Online Business Plan


Are you an entrepreneur looking to start an online business? One of the most critical components of your business plan is the executive summary. An executive summary is a brief, but comprehensive, overview of your entire business plan, highlighting the key points and making it easy for investors, partners, and lenders to understand the essence of your business. In this article, we’ll show you how to write a compelling executive summary that is both informative and SEO-friendly.

Understanding the Purpose of an Executive Summary

Before we delve into the specifics of writing an executive summary, it’s essential to understand its purpose. The executive summary is the first section of your business plan, and it’s designed to provide a brief overview of your business to potential investors and lenders. It should cover the following:

  • A brief overview of your business idea
  • The problem you are solving
  • Your target market
  • Your business model
  • Financial projections
  • Key milestones

The primary goal of an executive summary is to get your reader excited about your business and motivate them to read the rest of your business plan. With that in mind, let’s take a look at how to write an executive summary that achieves this goal.

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How to Write a Compelling Executive Summary

1. Start with a Hook

The first sentence of your executive summary should be attention-grabbing. It should pique the reader’s interest and make them want to keep reading. Consider starting with a bold statement, a surprising fact, or a thought-provoking question. For example:

  • “In the next five years, the global online grocery market is expected to grow by over 20% annually.”
  • “Did you know that over 90% of Americans shop online?”
  • “Are you tired of traditional gym memberships? Our online fitness platform is here to revolutionize the industry.”

2. Define the Problem

The next section of your executive summary should define the problem you are solving. This should be a clear and concise statement that highlights the pain points your target market is facing. For example:

  • “Many busy professionals struggle to find the time to shop for groceries, leading to unhealthy eating habits and high-stress levels.”
  • “Traditional gym memberships are expensive, inflexible, and intimidating, making it challenging for people to achieve their fitness goals.”
  • “Small businesses often struggle to find affordable and effective marketing solutions to reach their target customers.”

3. Introduce Your Solution

After defining the problem, it’s time to introduce your solution. This should be a clear and concise statement that outlines how your business solves the problem for your target market. For example:

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  • “Our online grocery platform offers a convenient and stress-free way to shop for groceries, with fast delivery and a wide range of options to suit every taste and dietary requirement.”
  • “Our online fitness platform provides personalized training programs, interactive workouts, and a supportive community to help people achieve their fitness goals from the comfort of their own home.”
  • “Our marketing agency offers affordable and effective solutions for small businesses to reach their target customers, including social media marketing, email campaigns, and SEO optimization.”

4. Describe Your Target Market

In this section, you should describe your target market in detail, including demographics, psychographics, and behavior. This will help potential investors and lenders understand who your business is targeting and how you plan to reach them. For example:

  • “Our target market is busy professionals aged 25-45 who value convenience and healthy eating, and who are willing to pay a premium for high-quality groceries.”
  • “Our target market is people of all ages who are interested in fitness and wellness, but who find traditional gym memberships intimidating and inflexible.”
  • “Our target market is Apologies for the confusion. Here’s the continuation of the article:

5. Explain Your Business Model

Your business model is a critical component of your executive summary. It should explain how your business makes money, including revenue streams, pricing, and distribution channels. This will help potential investors and lenders understand the financial viability of your business. For example:

  • “Our online grocery platform generates revenue through delivery fees and a small markup on products, with a focus on providing high-quality and locally sourced options to our customers.”
  • “Our online fitness platform offers both a monthly subscription model and one-time purchase options for specific programs and services, with a commission-based structure for our trainers.”
  • “Our marketing agency offers tiered pricing plans based on the scope and complexity of our client’s needs, with a focus on transparent and measurable results.”
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6. Highlight Key Milestones

In this section, you should highlight key milestones that your business has achieved or plans to achieve in the near future. This could include product launches, strategic partnerships, or funding rounds. This will help potential investors and lenders understand the growth potential of your business. For example:

  • “We have already secured partnerships with several local farms and suppliers, and plan to launch our platform in five major cities in the next six months.”
  • “Our platform has already attracted over 10,000 users in its first year, and we are in talks with several major fitness influencers to promote our brand and expand our reach.”
  • “We have already helped over 50 small businesses increase their online presence and sales, and plan to expand our team and service offerings in the coming year.”

7. Include Financial Projections

Finally, your executive summary should include financial projections for your business, including revenue, expenses, and profit margins. This will help potential investors and lenders understand the financial potential of your business and the expected return on investment. For example:

  • “We project annual revenue of $10 million within the next five years, with a profit margin of 15% and a focus on sustainable and ethical practices.”
  • “We project annual revenue of $5 million within the next three years, with a profit margin of 20% and a focus on innovative and engaging content.”
  • “We project annual revenue of $2 million within the next two years, with a profit margin of 25% and a focus on personalized and results-driven marketing solutions.”
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In conclusion, writing a compelling executive summary for your online business plan is crucial to attracting potential investors and lenders. By following the seven steps outlined in this article, you can create an executive summary that effectively communicates the essence of your business and highlights its potential for growth and profitability.


  1. What should I include in an executive summary? An executive summary should include a brief overview of your business idea, the problem you are solving, your target market, your business model, financial projections, and key milestones.
  2. How long should an executive summary be? An executive summary should be no more than two pages long, with a focus on concise and clear language.
  3. Should I write the executive summary before or after the rest of the business plan? It’s recommended to write the executive summary after the rest of the business plan, as it should reflect the key points and highlights of the full plan.
  4. Can an executive summary be used as a standalone document? Yes, an executive summary can be used as a standalone document to pitch your business idea to potential investors and lenders.
  5. Should I hire a professional writer to create my executive summary? While it’s not necessary to hire a professional writer, it can be helpful to have a second set of eyes on your executive summary to ensure clarity and effectiveness.

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