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Example of Executive Summary for a Business Proposal (Finance, Startup)

The most common type of business proposal is a business proposal related to finance at the startup stage. This proposal is directed to a lender like a bank or credit broker. A typical business proposal includes information which is effectively an snapshot of the business model and business plan, complete with finance information, market analysis and other relevant data.

The format, information and presentation of this type of executive summary must be of a very high standard. The quality and scope of the business proposal quite literally decides whether the proposal succeeds or fails. The information must be clearly laid out, with no omissions. The executive summary component in a business proposal is particularly important. It contains the essence of all relevant factors related to the proposal and key issues relevant to the viability of the business.

Important: Include references to all external sources of information in your proposal. This saves you the embarrassing 'Where did you get these figures?' scenario.

Executive summary format


The introduction sets out who you are and what your business does. It includes a basic reference to the proposal, usually related to funding requirements.

For an existing company, concentrate on important selling points and major positives, like business achievements, products, and any form of industry recognition the business has received.

For a new business, focus on market opportunities, intended product values, and market-positive information. This information may also outline any relevant factors like location and commercial scope.

Goods and Services

This section contains a more detailed, thorough summary of your proposed business. The aim in this section is to explain why you believe the business proposal to be viable, and able to prosper. This includes a summary of competition, sales potentials, and a comparatively detailed assessment of business prospects for the goods or services.

The Market

The market section is really a description of the sales demographic. Describe the following:

  • Who is the market for your business?
  • Why do you believe this market can support your business proposal?
  • What sort of numbers/statistics can you produce to support your proposal?
  • What sort of competition does your business face?
  • What are the unique selling points of your business?

Business aims

This section is a goal-setting exercise, based on measurable parameters, meaning hard dollars. It's a description of your anticipated revenues and usually includes benchmark financial projections leading to clear positive outcomes and reliable revenue volumes.

Include a summary of risk management issues and citation of relevant figures.

Note: It's advisable to have these figures professionally drafted in the relevant accounting format.

Management Team

This section is often extremely relevant to a potential lender. The management section describes the professional track record of the people involved in the new business. Understandably, readers of the executive summary will want to know who they're dealing with, and want to see some business credentials. This section should be absolutely clear, showing business qualifications, years of experience, etc, and indicating appropriate business competence.


This final part of the executive summary is basically a sales pitch, explaining why you consider the proposal a good risk. You should develop the points from your executive summary into a logical argument in this section, making the best possible case for your proposal.


This is a typical executive summary for a business proposal for a small shop.


(Names) intend to open a new mixed business in the ABCDE Arcade at Anywhere Railway Station, Anywhere. We seek a loan of $100,000 for the purpose of opening this business, including leasing and purchase of stock and related shop fittings. We have extensive prior experience in retail, and consider this site a particularly good environment for this type of business.

Goods and Services

It is intended to offer a very wide range of consumer goods including:

  • Food
  • Snacks
  • Drinks and beverages
  • Multiple lines of groceries
  • Frozen food
  • Microwave dinners
  • Consumer goods like batteries
  • Newspapers and magazines

This is basically a 711 type of product range including major brands. There is no competition from similar businesses in the Arcade, or within 5 blocks of the Anywhere Station. We therefore consider business prospects excellent for this range of products.

The Market

The anticipated market for this business includes both local and passing customers in the Anywhere Station precincts.

The market factors are:

  • The Anywhere Station area contains a large number of businesses and their employees and receives a lot of through traffic from commuters.
  • According to local market research by Anywhere Marketing Inc in 2011, the Anywhere Station Arcade receives 125,000 patrons per week. (See attached documentation, Appendix A)
  • The nearest competitor is a mile away, the Super Gigantic Colossal Mart at Anywhere Square.

Business aims

The business aims to become financially self-supporting within 12 months. This aim is based on projections indicating a fundamental baseline revenue of $10,000 per week. (See attached documentation, Appendix B). This represents a low range estimate of the value of perceived market exposure to a large consumer base and is believed to be a conservative assessment of sales potentials.

Risks: Risk assessment indicates a requirement for basic shop and public liability insurance. (See attached documentation, Appendix C.)

Management Team

The managers of the business are:

John H. Smith-

  • Qualifications: Diploma of Business, Bachelor of Accounting Anywhere College 2003.
  • Experience: 20 years mixed business experience in Anywhere County, including operation of successful mixed business in Little Anywhere Mall.

Mary C. Smith-

  • Qualifications: Diploma of Business, Certified Bookkeeper
  • Experience: 15 years experience Anywhere County, including operation of successful mixed business in Little Anywhere Mall.


We consider this to be an excellent business opportunity in relation to a large, un-serviced built-in consumer base. We have received written representations from the management of Anywhere Arcade (See attached documentation, Appendix D) that they welcome our business proposal, and consider that our business would help support other businesses in the Anywhere Arcade, which is currently occupied by a range of specialist businesses.