How do you write a catchy executive summary for your business plan?

In my book "Business Matters: Strategic Blueprint, Crafting A Successful Business Plan" I discuss how essential knowing your audience is. Understanding who will be reading your summary allows you to tailor it to their specific needs and interests. Different types of readers have varying expectations, questions, and concerns. For instance, investors are likely to focus on your revenue model, growth potential, and exit strategy. They want to see how their investment will generate returns. On the other hand, customers might be more interested in your MVP, benefits, service offers, and its unique features. This approach ensures your summary resonates with the audience, captures their attention, and effectively communicates your core message.

Writing a catchy executive summary is all about smart brevity—think punchy, clear, and to the point. Structure it like a great story: problem, solution, market, and your secret sauce. Every sentence should earn its place, focusing on key insights that grab attention. Keep it short and snappy—aim for “mic-drop” moments, not a snooze fest. Polish it, then close with a clear CTA. Remember, it’s your business plan’s first impression, so make it crisp, compelling, and memorable. Smart brevity structure will help get you noticed.

As a professional that centers there entire work style around agile, I always follow the “user story structure” when formulating any summary. Most know this structure in the format of “As a… I want… So that”. When viewing an executive summary, people are looking for a solution, and you want to lay that out in the simplest form possible. Here’s how: As a… focuses on who I/we are and what I can bring to the table. The first line and/or two should instantly identify you as an authority. I want… Focuses on the intentions and your “why”, utilizing all of your expertise outlined in your intro sentences. So that… Focuses on what you can provide to your customer that will differentiate you from your competitors Add it together & be a solution

Think of your executive summary like a well-run meeting: clear agenda, key points, and a strong close. We structure ours by first grabbing attention with the core problem we solve, then building momentum with data, solutions, and a quick snapshot of our growth strategy. This approach keeps readers engaged and positions us as problem-solvers from the outset. Clarity isn’t just nice—it’s persuasive.

An executive summary should serve as a concise and engaging overview of your business plan, acting as a simplified introduction that highlights the key points. It's essential that every word in it has a purpose, aiming to give readers a clear understanding of the main content without excessive detail. The goal is to spark interest and encourage further reading, not to compress the entire plan into a brief format. Short and simple summaries effectively convey the essence of your business, its goals, and how it plans to succeed. This approach ensures that the executive summary acts as an invitation to the detailed plan, setting the stage for potential investors or stakeholders to grasp the value proposition and strategic vision quickly.

Smart brevity is our go-to. The goal is to get the reader excited and curious, not bogged down by details. For example, when presenting an exit strategy plan, we focus on the essentials—market fit, valuation, and team strength—all delivered in concise statements that pack a punch. We’ve found that the shorter the summary, the more it gets read and appreciated. Remember: precision builds authority.

Nothing undermines credibility faster than sloppy writing. We’ve learned the hard way that a single typo can shift the focus from your message to your mistake. Our process? After the final draft, we always do a “fresh eyes” review and run it by someone outside our team for unbiased feedback. That extra polish ensures the summary doesn’t just read well—it leaves a professional impression. PS - it ALWAYS comes back with edits for us to address :)

Your executive summary isn’t complete without a clear next step. Whether it’s scheduling a call or diving into the full plan, we’ve seen better engagement when we direct the reader towards action. In our case, we often invite prospects to book a strategy session or explore our valuation tools. Guide them toward what’s next—don’t assume they’ll know what to do after reading. Answer the question - what step do I want the reader to take next? Drive the CTA towards that.

Your executive summary is your first handshake. It’s where they’ll decide if you’re worth a deeper conversation. So, always ask yourself: if they only read this, would they understand our unique value and feel compelled to learn more? If not, rework it. For us, emphasizing our ability to turn insights into tangible results has been the key to winning that second glance.