1. The last thing written, the first thing read…
Executive Summaries
The last thing written, the first thing read…

2. Imagine…
You just stepped into an elevator and now find yourself alone with Bill Gates.
Bill Gates exclaims, “I wish I had some new, exciting idea to invest in! Oh, woe is me!”
The elevator ride to the top floor will take 60 seconds, thus…you have 60 seconds to explain to Bill Gates why your idea is worth his investment!

3. Ready…Go! Jot down some notes in your journal
In less than 60 seconds, explain to a member of the group next to yours why your idea is worthy of investment:
What are the key features of your idea?
Who is the customer?
How will you (and your investors) get paid?
Swap positions and listen to your partner’s “elevator pitch”

4. Executive Summaries
Positioned at the beginning of long documents (e.g., proposals)
They “cut to the chase” and provide readers with an overview of key points and rationales
The first thing read; the last thing written
References to other sections of the document
Hooks the reader and reels them in!
A 5-minute read—no more!

5. Hook Your Readers!
Work with your readers’ imaginations (especially in your opening) E.g…..
“Imagine…”
Try a second-person voice: “You are standing…,” “You see…,” “You hear…,” “you feel,” etc.
Build tension by outlining a problem to be solved, then…solve the problem (with your idea)

6. Use Graphics Early On
Your job is ultimately to project a compelling vision to your reader, therefore:
Frontload graphics to show your reader right away what your project is and/or does.
Answer the question, What does it look like? Show them!
Use visual, evocative language to amplify your vision and work with the graphics

7. “Visual, activating words”
Use visual, evocative, activated wording:
Instead of “does” or “is,” try “leaps,” “hums,” “whirls,” “flies,” “responds,” “dances,” etc. Use ‘action language’ that “pops!”
Instead of dull adjectives and adverbs (e.g., “interesting,”) try “revolutionary,” “world-changing,” “provocative,” etc.
Avoid overly superlative language, but engage the reader

8. Outline Your Proposal
The executive summary broadly outlines key points of your proposal
Remember: the executive summary is a 5-minute read: Keep it moving!
Use plenty of headings and subheadings to help organize the content:
Either follow the actual organization of your whole proposal, or…
Use a consolidated, “broad strokes” approach

9. Define Need and Relevance
Whose needs does your product/service address? Again, who is your customer?
Which of your customer’s needs are answered?
What is the relevance of your product/service to:
The customer
The market as a whole (e.g., your niche)

10. Describe Market and Customer Demographics
Skim the details of your marketing section
How old are your customers?
Where do they live/work and how will you reach them?
How much education and income do they have?
How much will they spend on your product? (Cf. existing, similar products)

11. Describe the Engineering
How does your product/service work?
What are the advantages of your design (compared to the competition)?
How is it manufactured?
How much does it cost to implement?
What is the profit margin?
What are the spin-offs, and what is your next step (if implemented)?

12. Remember: Show…don’t tell!
Use plenty of graphics throughout the ES
Two general types:
Assembly drawings (to explain workings)
Include figure numbers, captions, and sources (where applicable)
Stylistic graphics (to evoke tone)
Just include sources
It’s okay to reuse graphics from other portions of your proposal

13. End…at the beginning
Return to the excitement and energy of your opening
Briefly remind your reader of “why this is a terrific idea”
Embed strong transitions to the other, more detailed sections of your proposal (Keep your readers reading!)
End with a bang