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Question: Business Plan Marketing Project Executive Summary
The Executive Summary is the introduction of your idea in the business plan. This section is the most read on the part of investors and lenders, to determine if they will read the rest of your plan. There is debate that you write this document at the end of your plan, but in this course it is at the beginning. Why? I like to see how far along in your idea phase, and how close it is to being an opportunity. The Executive Summary also serves as a pitch document. How long should the Executive Summary be?
For the purposes of this class, and this assignment the Executive Summary should be 1-2 pages. What should it include?
The Executive Summary should include whatever is necessary to explain your idea, what the team is about, a brief market description and strategy, how you plan to penetrate the market, how much money are you looking for and what you plan to do with it (at the minimum).
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A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
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