Executive Summary – How To Write One

When writing an executive summary (sometimes called a management summary) and the most common use of this is in a proposal – most people rely on common sense or intuition to “summarize” the proposal or report. Common sense is helpful however there is a science to writing an effective executive summary. You will know more about this science after reading this article…

Executive Summary (Management Summary) Format

First, what goes into an executive summary? Well, here is a quick list:

Organization or Corporate Overview

This is where you describe your outfit and what it provides to its customers or to the community.  This creates credibility.

Call to Action

You indicate next steps, asking for and moving towards a contract.

Problem/Need Statement

You demonstrate your understanding of the customer’s need and show how you researched the customer’s situation.

The Outcome

You specify what will be the beneficial and tangible outcome if your proposal is accepted.

Solution

You provide a brief overview of the solution that’s being proposed, tying each element of the solution to the customer’s stated needs.

Track Record

You talk about how you have assisted other clients in the same sector/industry.

But where do we start? What is the recommended sequence in a management summary?

In most cases, people start by writing about themselves and how great their company is. This is generally not the wisest thing to do as most customers do not really care about your achievements. This can come later or in an appendix.

A better strategy is to use

The Sequence

Get Attention

You demonstrate your understanding of the customer’s need and show how you researched the customer’s situation. It is vital for the customer to know you understand this and should be stated first.

Gain Commitment

You specify what will be the beneficial and tangible outcome if your proposal is accepted.  Make the benefit as quantitative as possible. For example, “the program will reach “15,000 beneficiaries in 6 months” or “your company will save $250,000 in 12 months in inventory savings alone”.

Educate and Inform

You provide a brief overview of the solution that’s being proposed, tying each element of the solution to the customer’s stated needs. The customer can now see how your solution maps to the needs of the organization.

Provide Evidence and Assure

Explain how you will deliver on time, who you have done this with before, how you will minimize the risk etc.

Energize into Action

Suggest next steps and mention one or two key factors that differentiate you as a vendor

You’ll notice that one of the possible openings “Corporate Overview” isn’t necessarily included in the executive overview.  This is because the focus of the executive summary is on the customer and what they need.

Here are some links for more advice on this topic:

Executive Summary according to Wikipedia

Writing a Compelling Executive Summary