Do you want to start your own business? Starting up a new business, either small or enormous, needs to have fundamental components in different areas of the marketing plan. It includes essential strategies that transform marketing techniques into a target revenue. Still, writing it carefully on one page or two allows you to clearly see and understand the whole process and activities concisely. Are you struggling and feel anxious on where and how to begin your business journey? Please read this article as we provide you some relevant steps that come with a marketing plan executive summary template for you to get started. Scroll until the end!

1. Marketing Plan Executive Summary Template

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2. Sample Executive Summary Proposal

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3. Sample Executive Summary Report

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4. Cafe Executive Summary Marketing Plan

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5. B2B Executive Summary Marketing Plan

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6. Executive Summary Marketing Plan

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7. Basic Executive Summary Marketing Plan

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8. Formal Executive Summary Marketing Plan

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9. Sample Executive Summary

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10. Business Plan Executive Summary

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11. Digital Marketing Plan Executive Summary

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 What is a marketing plan?

A marketing plan is a document that a business needs to prepare as an outline for the marketing strategy that they will be using for the next year. This document is very important regardless of the size of the business. 

It contains four basic elements according to the book “Marketing Planning Guide:”

  1. A summary of the situation analysis, which includes general developments, consumer analysis, and opportunity analysis.
  2. A set of goals and objectives.
  3. A comprehensive strategy statement of where the competitive advantage remains and how the marketing variables will be incorporated to fulfill the goals and objectives as well as the financial impact.
  4. A set of procedures of monitoring and managing the plan through feedback about outcomes.

What is an Executive Summary?

“Off the effort you put into writing a business plan, 80% should go into the executive summary. These are the most important paragraphs of your organization’s existence.” – Guy Kawasaki, a venture capitalist and author of the book, The Art of the Start.

An executive summary is a very essential document as it serves as your first impression for your potential investors. It sets the one for your overall business plan. And remember this point: It is the key to the multi-billion dollar small business financing industry. 

How to Write a Marketing Plan Executive Summary

In order to intrigue your audience and leave them begging for more, creating a breath-taking and mesmerizing movie preview will surely grab their attention quickly, in just several seconds to leave them intrigued that they just have the urge and determination to watch your entire movie. 

Similarly, turn your own marketing plan executive summary like a movie preview with a suspenseful cliffhanger that entices the people to go watch the movie immediately. Indeed, a well-written marketing plan summary will help you attract great investors for your business.

We suggest that you download our templates above and follow the steps below:

1. Start with a clear, impressive overview

An executive summary format begins with your business’ overview. In this section, you need to tell the readers the name of your business, its background, the products or services you offer, and how these will really help in solving the problems of the market or your community.

2. Determine the target market

Next, identify the market your business aims to provide meaningful solutions to. Also, you need to discuss your business’s competitive edge and its marketing strategy. It is significant for the readers, notably the investors, to be knowledgeable on what makes your company unique from the rest and how you plan to reach the target market. This way, they can decide if your enterprise is really deserving and worthy of their investment.

Moreover, take note of this quote by Kevin J. Clancy and Robert S. Shulman: “If the dinosaurs had done an environmental analysis, they wouldn’t be extinct.” Thus, a business owner should not only analyze the existence and size of market segments but needs to fully understand factors affecting the customers. 

Clancy and Shulman found that 90% of all marketing plans discuss demographic developments, whereas only 20% provide analysis of customer values and lifestyle. The best way to do this is you must have a thorough and rigorous customer analysis to be able to identify avenues for customer values as explained from the book “Creating Customer Value Through Strategic Marketing Planning.”

3. Explain the operations of your business 

You don’t need to spread out all the details of your operations in this part, just concentrate on the basics. The information you need to reveal includes your office location, the type of business, and whether you will operate via a physical store, online store, or a combination of both.

4. Make a financial forecast and tracking

Apart from budgeting, a financial forecast is also imperative in various businesses. It is one of the parts of an executive summary wherein you will show your company’s projected revenue for the next few years. 

David Lavinsky, the author of the book, “Start at the End,” explained that to successfully grow your business, you will need a scorecard. Your scorecard, or financial dashboard, must include the KPIs that depend on your success. So, track your results closely and methodically enhance each aspect of your marketing system which includes your response rates, conversion rates, transaction prices, and repurchase rates.

5. Point out your investment needs

You will see that there is a section reserved for the details of your investment or financing needs if you try reading an executive summary sample for an investment proposal. In this part, get to the point with the numbers and make sure that these will align accordingly with the forecasts from the previous section.

FAQ

What is the difference between an executive summary and an introduction?

An introduction and an executive summary have two different purposes. The introduction is similar to the first chapter of the book as it only introduces you to the main characters and the story concept. On the contrary, the executive summary resembles a plot synopsis as it compresses the overall story and delivers it in a way that the readers will know the full content.

How long is an executive summary?

Many professionals say that the length of your executive summary actually differs from one another because it relies on how long is the overall content of your actual document. The more details the document has, the longer your executive summary will be. Even so, the average length of an executive summary is one to four pages long.

What is an executive summary example?

An article stated that an executive summary should give a preview for investors or CEO’s, so they become familiar on what to expect from the rest of your report. Your executive summary should include: The name, location, mission statement of your company, description of your company, including management, advisors, and brief history.

What is the difference between Executive Summary and Abstract?

An abstract and executive summary varies in several things. First, the abstract focuses on orienting the readers about what they are about to read. This document is shorter than the executive summary and is usually prevalent in academic research plans. 

While the executive summary aims at providing the readers another document to read instead of reading the whole document in determining whether or not they are going to accept the business proposal.

Each business unit needs to be carefully managed in a way that is appropriate based on its own unique circumstances. To acquire useful knowledge and insight about the steps and strategies in your marketing, creating a plan helps you in leveling up turbulence, complexity, and competitiveness of your business. Also, marketing planning pushes you to have an organized approach to developing a strategy and ensure consistent relationships in further expanding your company. Therefore, go ahead and take a marketing plan executive summary template today from this article and become optimistic in fulfilling your goals and objectives. Click the samples right now!

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