Authors Marketing 2021

Where To Start?  The Tyranny of Choice

With the list of Business Plan headings posted and put out of the way, I had to choose one of the headings to cover.  If you are a linear person like me, you start at the top with the Executive Summary.

The Executive Summary is where you as the author (the entrepreneur in business terms) has to set the hook for your reader (the investor in business terms).  It is all about Ego (rewards in business terms) in promotion.

I can write with these flourishes because I have judged many Business Plans, and in scoring a plan, the Executive Summary is in an exalted position of every Business Plan.


There is another exalted position in every Business Plan, and it is consulted first.  It is the Financial Plan.  You fail at your writing here, then nothing else will be read.  So, this brings us back to where to start.  I will offer a new sorted list, and the solution is found in priority.

At this early stage, finish your high priority work before anything else.  My examples using less abstract annotation and more author specific guides will be posted.

1 Financial Plan (to show you know what real costs are)

1 Executive Summary (the reason for the investor to buy into your opportunity, and your ASK)

2 Management and Organization (biographies of principles)
2 Marketing Plan (which market, who competes, what advantage, what risk, when)
3 Startup Expenses and Capitalization (your ASK in comparison to your investment)
4 Company Description (what market or service sector, size, and position)
4 Products and Services (what do you have to offer?)
4 Operational Plan (how are you going to do this?)
never Appendices (no one reads this)

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