An executive summary, as the name implies, is a document that contains the key elements of reports, studies, plans and proposals and helps executives to make informed decisions.
The Purpose
The executive summary is the preview to the report. It is a complete and stand alone document that is read by the CEO or MD of a company before any discussion of a report. Top level managers do not have the time to browse through voluminous reports and read the detailed reports only if the executive summary makes sense. The conclusions of research studies and surveys can be presented as an executive summary. The executive summary is also useful to evaluate plans and proposals.
The language and content
Use simple language to write the executive summary in a crisp and business like style. Avoid complex and long drawn out sentences, jargon, slang and the use of too many abbreviations. Avoid expressions like world class, best in the class and other clichés. Write the technical aspects such that they are easily understood by a non technical person. Wherever possible, explain terms qualitatively in addition to quantitative expressions. For example, it makes better sense to write ‘the height of the workstation is high enough to provide privacy when sitting down and low enough to provide clear line of sight and openness when standing’ rather than writing ‘the height of workstation provided is 1200mm’.Spell out the problem very clearly. Write issues, strategies and processes clearly and explicitly. As far as possible, present the content in the same order as it appears in the report.
The framework
The basic framework for the executive summary remains the same. However, what you write in the executive summary will differ based on content of the main report, research study or business plan. For example, an executive summary of a consumer research survey will include the objective, methodology, survey findings, limitations and recommendations. On the other hand, the executive summary of a business proposal will include company information, milestones, budget and management team. Brief case studies and testimonials may also be included. Executive summaries which have a sales pitch (e.g.: proposals) must have answers to following questions:
- Why should your company be selected?
- How are your services/ products different from the other bidders?
- How will your company, its work culture and personnel lend value to the project?
- How established are you in the industry?
- Does your company have the resources and manpower to take on the project?
- What are the major achievements of the company in the recent past?
The length
The executive summary should preferably not exceed 3-4 pages for a 100-page report.
An example of an executive summary
A good example of an executive summary is available at the link
The executive summary in this example has 8 paragraphs and one table. Each paragraph in the summary is written to serve a very specific purpose starting with a problem and ending with recommendations for solutions.
- The first paragraph states the problem in simple language.
- The second paragraph provides the approach and framework of the study that is reported.
- The next three paragraphs provide a summary of the important observations and key issues. Note that the authors have not used any technical words or jargon to make their case.
- The discussion of the key issues is followed by a case study.
- The last paragraph and the table present specific recommendations from the author.
This executive summary provides a sneak preview of what the report contains. After reading the summary, the reader can make an informed choice to read or not read the entire report.
Tips for writing a good executive summary:
- The executive summary should be written last.
- List key questions which any reader may have. Refer RFP document or research brief for the same. The executive summary must have answers for all of them.
- List the main points you want to cover or inform the readers about
- Do not copy and paste from the report
- Do spelling and grammar check.
- Avoid colored fonts. Use simple font type, highlight headings and use bullet points
- Avoid jargon.
- Proof read
- Use technology, if possible, to link references to the main document.
- Read the final version after a few hours break.
- Ask a colleague to read and see if he or she gets the picture right.
- If sending via email, send as PDF
Recommended readings:
- Crafting a Powerful Executive Summary
- Good and poor examples of executive summaries
- 21 Fundraising Pitfalls to Avoid: Why Business Plans Don’t Get Funded!"
Preeti Sharma
Preeti is a Chillibreezer. She coordinates ePublishing activities and works with the India-reports business research team.
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