Did you know that the vast majority of business owners and entrepreneurs aren`t business experts? They don`t have MBAs or accounting degrees. They`re learning as they go and finding tools and resources to help them.
Ideally, the executive summary can act as a stand-alone document that covers the highlights of your detailed plan. In fact, it`s very common for investors to ask for only the executive summary when they are evaluating your business. If they like what they see in the executive summary, they`ll often follow up with a request for a complete plan, a pitch presentation, and more in-depth financials.
Don`t bother to include terms of a potential investment, as that will always be negotiated later. Instead, just include a short statement indicating how much money you need to raise.
If you expect to be the market leader in 2 years, you need to demonstrate why this is possible and how you`ll meet this goal. If you say your product will be viral, you have to support this statement with facts and a strong analysis explaining why people will like your product or service and how they`ll help you promote it.
Later, as the investment process proceeds (if it does), the latest regularly-revised plan will serve as a companion piece to the pitch and a key document for due diligence.
Highlight the key aspects of your financial plan, ideally with a chart that shows your planned sales, expenses, and profitability. If your business model (i.e., how you make money) needs additional explanation, this is where you would do it.