Выступление KARPOLAN в бизнес-инкубаторе Happy Farm для участников конкурса Инновационный Прорыв 2013 о важности говорить с каждым человеком на него языке, на примере Экзекьютив-саммари

1. Executive Summary
the most important part of a business plan
http://HappyFarm.com.ua

2. Why every business needs
it?
• Executive or management summary is a
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•
•
resume (CV) of your business.
You can show it to investors, to partners, to
employees, and even to the press.
First pages of a good business plan are an
executive summary itself.
You need to have it on hand so that you
always remember what your business is all
about, what to do, when, and why.
http://HappyFarm.com.ua

3. Who does read it?
• You. To know where are you now and what
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•
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to do next.
Investors. To understand your business in
30 seconds and decide if it's good, big (or
small) enough, fits the fond requirements.
Observers and press. To get key values and
goals of your business.
Competitors. To... :)
http://HappyFarm.com.ua

4. What information is the
must?
1. Your product name and contact info.
2. The problem you solve and the way you do.
3. Business model and monetization scheme
(b2c/b2b, sales/subscription, etc.)
4. Information about your team and key
members background.
5. Your market niche analysis and your
potential there.
6. Business plan, financing state and the
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amount of investments you need.

5. Biggest misunderstanding!
You write to:
make cool business overview, describe main
goals, advertise your business, show your
team photos, get some money.
They read to:
understand your product and the business
model, estimate your potential on the market,
calculate investment attractiveness, discover
your team skills and background.
http://HappyFarm.com.ua

6. So what to do?
• Write every document on your readers'
•
•
•
•
language, or make it even more simple!
Remember that 99% of people see your
summary for the first time and have no idea
who are you, how famous are you, etc.
Every part of summary must be informative,
even being detached from the document.
Write for target readers, not for yourself.
Show your summary to different people and
http://HappyFarm.com.ua
test the result.

7. So what to do?
• Write every document on your readers'
•
•
•
•
language, or make it even more simple!
Remember that 99% of people see your
summary for the first time and have no idea
who are you, how famous are you, etc.
Every part of summary must be informative,
even being detached from the document.
Write for target readers, not for yourself.
Show your summary to different people and
http://HappyFarm.com.ua
test the result.