ES2002 Business Communication

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ES2002 Business Communication

• Writing the Executive Summary

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Overview

• Definition
• Purpose
• Value
• Important writing considerations

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Definition

• Brief and factual overview of report designed to
  give readers quick preview of reports content
• Capsule form of report
• Names ? summary, abstract, overview, synopsis

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Purpose

• Facilitates quick processing
• Helps readers assess the significance of the
  material

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Value

• Readers can glean the main points of the report
  without reading it in full
• A time saver
• An especially useful document for busy managers

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Important writing considerations

• Creating the desired impression
• Organising the content
• Limiting the length
• Using an appropriate writing style
• Reviewing the summary

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Creating the desired impression
that the rest of your report is worth reading
Creating desired impression

• Select content carefully
• Present information in an effective and
  convincing manner

Important writing considerations
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Organising the content
Organising content

• Place the points in same order as in report or by
  level of importance
• Statement of problem and purpose
• Methodology and scope
• Important conclusions, citing significant
  findings
• Key recommendations

Important writing considerations
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Limiting the length
Limiting length

• Approximately 10 of the report
• Short enough to be economical and long enough to
  be clear and comprehensive

Important writing considerations
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Using an appropriate writing style
Using appropriate writing style

• Be formal and impersonal
• Avoid making evaluative comments about report
• Avoid making references to report

Important writing considerations
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Reviewing the summary
Reviewing summary

• Has the summary captured the report in miniature?
• Have the key ideas been highlighted? Could
  someone read the summary and tell the essence of
  the report?
• Is the organisation of information effective?
• Does the summary give the impression that the
  rest of the report is worth reading?
• Has the significance of the material to the
  readers been highlighted?
• Has the summary been written convincingly?
• Does language conform to the 5 Cs?

Important writing considerations
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• The Executive Summary of a Business Plan
• by Mike Volker
• When raising money, you generally need a business
  plan. But, it's not a good idea to send off a
  complete business plan without some introductory
  discussions or meetings first. In order to
  determine if someone might even be interested in
  looking at your opportunity, you need a summary,
  i.e. an "Executive Summary", of your plan which
  is brief, to the point, and will hopefully evoke
  sufficient interest in the recipient to warrant
  taking a closer look.

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• Think of your opening line about our company as
  if you were making an "elevator pitch", i.e.
  picture yourself on an elevator ride with a
  potential investor. You know that she's getting
  off on the top floor, so that only gives you a
  couple of minutes to get her attention. What will
  you tell her?
• This summary should contain the most important
  points of the business plan. It should be fairly
  brief, typically less than two  pages. In any
  event, it is important to capture the reader's
  interest in the first page.

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• So, What should be Included?
• Avoid general statements
• Articulate key points.
• The Company
• Mission statement
• Management
• The Opportunity
• Products Markets
• Sales and Profit summary
• Funding Requirement
• Investment Proposal