How To Write a Proposal Executive Summary (with 3 examples)
AUG 21, 2024 | LAST UPDATED ON AUG 21, 2024 BY VIBHAV SINGH
Peter F. Drucker famously said, “Intelligence, imagination, and knowledge are essential resources, but only effectiveness converts them into results.”
When it comes to business proposals, this effectiveness often begins with a compelling executive summary.
Your executive summary serves as the initial point of contact with potential clients. It is a concise overview that showcases your understanding of their needs, your proposed solutions, and the value you bring. A well-crafted executive summary distills your proposal’s essence, enticing the reader to delve deeper.
It is not merely a recap of your proposal but a strategic instrument that frames your narrative. It highlights the key benefits, demonstrating how you will enable your client’s success. Think of it as your proposal’s elevator pitch, a snapshot that captures attention and sparks interest.
What is an executive summary and why should you include it in your proposal:
An executive summary is an outline of your proposal, which should be between 1-4 pages and can include tables and graphs. It’s your proposal’s elevator pitch, highlighting the key points and benefits you offer. Think of it as your first impression of potential clients or investors.
For instance, those for business plans differ from those for grant proposals or investor pitches.
What is an executive summary so important?
People are likely to read the executive summary part of the proposal. This is where they can see how your business addresses the client’s concerns and what they stand to gain upon hiring your company.
Do not just give an overall idea of the proposal but try to predict the client’s experience working with your organization if the project is awarded to the company. This is a chance to share an engaging narrative that resonates with your audience and makes them want to get more information. An appealing executive summary may grab their attention and compel them to read more into the details of your proposal and ultimately consider the offer earnestly.
How to write an executive summary
Here’s how you can write an executive summary:
Timing is key
It is also important to identify that the executive summary should be the last part of your proposal development process. This way, you get a big picture of all the details of your proposal, making it easier to create a summary of all the facts.
Know the details
You must use your knowledge and experience to read through the entire contents of your proposal before you embark on writing your executive summary. This will reduce the chances of having to edit it later on when you have developed more ideas on the topic. Get acquainted with project goals, deliverables, plans, strategy, and anticipated results.
Follow the Guidelines
In this case, your proposal has certain regulations for the executive summary section. Such protocols may prescribe the sort of structure, contents, and recommended number of lines or words for the summary.
Tailor the Structure
The structure of your executive summary will vary depending on the nature of your proposal.
- Startup Plan: Focus on your product or service, target market, financial projections, and funding requirements.
- Project Proposal: Highlight the project scope, timeline, budget, resources, and deliverables.
- Grant Proposal: Emphasize the problem, your solution, and the impact your project will have.
Key Requirements
Ensure that your executive summary meets any specific requirements outlined in the proposal guidelines. These might include a maximum word count or the inclusion of specific sections.
What are the 6 essential components of an executive summary?
To craft an executive summary that resonates with your audience and drives action, consider incorporating these essential components:
Start with an Attention-grabbing opening
Your opening is your first and possibly the only chance to capture the reader’s interest. It needs to be compelling enough to encourage them to read further.
Tip: You can also use a strong statement, a question, or a statistic to hook the reader.
Example: Instead of starting with “Company X is a leading provider of…”
Try something like what you can see in our Social Media Marketing Proposal, “You need a social media strategy – don’t let anyone tell you any different.”
This statement can grab your attention and make you read the executive summary simultaneously.
Summary of pain point/challenges
Understanding the client’s pain points or challenges is important for building trust and credibility.
Tip: Be specific and use quantifiable data wherever possible to illustrate the impact of the problem.
Example: Check out our Shopify ECommerce Proposal Template. It has one line which focuses on the client’s pain points, “The problem is that as awesome as your chopsticks are, you’ve got a static website that merely shows photos of your product line and requires customers to pick up the phone or send an email and place orders manually.”
Overview of how your company/solution helps achieve the goal
This is where you shine a spotlight on your unique value proposition. Explain how your product, service, or solution addresses the client’s challenges directly.
Tip: Use clear, concise language and avoid jargon. Focus on the outcomes and benefits, not just the features.
Example: “With over 25 years of expertise in the cleaning services sector, we have amassed a seasoned staff and a vast cleaning toolkit that will leave your facility immaculate. We provide cleaning schedules that are daily, weekly, or biweekly to make sure your properties are always immaculate for your tenants.”
Brief overview of the company/team (optional)
This section is especially relevant for new or lesser-known businesses. It is a chance to showcase your expertise, experience, and credentials.
Tip: Keep it brief and focus on the qualifications directly relevant to your proposal.
Testimonials/Case studies (optional)
Social proof is a strong concept that can become effective in the hands of a manipulator. Another tip may contain examples, including testimonials and case studies, to support the messages and avoid skepticism.
Tip: Ensure that the selected testimonials or case studies are appropriate for the client you are working on, in terms of industry, specialized demands, etc.
Call to action
As you conclude your summary, do not give the reader a feeling of being left suspended in mid-air. Lead them to the next level call. It could be a phone number, a call for the demo, or requesting them to view the whole proposal.
Tip: Ensure that the call to action does not complicate things and leave the readers or viewers guessing what you want them to do.
Proposal Executive Summary Examples
Executive Summary 1: Construction Equipment
Did you know that equipment downtime can cost construction projects up to 5% of their total budget? Inefficient equipment management is a major challenge in the construction industry, leading to delays, cost overruns, and safety risks. Your current fleet management system, while functional, lacks real-time tracking, predictive maintenance, and utilization optimization capabilities.
[Your Company Name] specializes in smart fleet management solutions that leverage IoT sensors, telematics, and data analytics to improve equipment utilization, reduce downtime, and enhance safety. Our platform has helped construction companies achieve up to 20% reduction in fuel costs and 15% increase in equipment utilization.
We will integrate our solution with your existing fleet, providing real-time visibility into equipment location, health, and performance. This will enable you to optimize maintenance schedules, minimize downtime, and make data-driven decisions to improve operational efficiency.
With a team of experienced engineers and construction industry experts, we are committed to delivering innovative solutions that address the unique challenges of the construction sector. Contact us today to learn more about how our smart fleet management solution can transform your operations and boost your bottom line.
Executive Summary 2: HVAC Services
Studies show that HVAC systems account for nearly 40% of a building’s energy consumption. Inefficient HVAC systems can significantly impact your operating costs and environmental footprint. Your current system, while adequate, lacks the advanced controls and optimization capabilities needed to maximize energy efficiency and occupant comfort.
[Your Company Name] specializes in HVAC optimization solutions that leverage smart sensors, advanced analytics, and machine learning to improve energy efficiency, reduce costs, and enhance occupant comfort. Our technology has helped businesses achieve up to 30% energy savings and improve indoor air quality by 20%. We will conduct a comprehensive energy audit of your building, identify optimization opportunities, and implement tailored solutions to improve your HVAC system’s performance.
With a team of experienced HVAC engineers and energy consultants, we are committed to providing cutting-edge solutions that address the unique challenges of building management. Contact us today to learn more about how we can optimize your HVAC system and create a more sustainable and comfortable environment for your occupants.
Additional Resource: Use our HVAC proposal template in PDF to increase the efficiency of your proposal process.
Executive Summary 3: Video Production Proposal
In today’s digital landscape, video content is king, with 82% of all internet traffic projected to be video by 2023. Your current video production process, while effective, may be time-consuming, costly, and lacking the latest trends and technologies to maximize engagement.
[Your Company Name] specializes in innovative video production solutions that leverage cutting-edge technology, creative storytelling, and data-driven insights to produce high-quality, engaging video content.
Our team of experienced videographers, editors, and producers have a proven track record of delivering exceptional results for clients across various industries. We will work closely with you to understand your brand, target audience, and goals, and develop a customized video production strategy that aligns with your overall marketing objectives.
Our services include scriptwriting, storyboarding, filming, editing, animation, motion graphics, and post-production. We also offer data analytics and optimization services to ensure your video content reaches the right audience and drives the desired results. Contact us today to learn more about how we can elevate your brand’s video presence and achieve your marketing goals.
Executive Summary Sample 4: Marketing Proposal
Additional Resources: Check out our video production proposal template.
Considerations before you submit your executive summary
Before you send your executive summary to potential clients or investors, take a moment to review it thoroughly. Here are the key areas to focus on:
Areas to focus | Dos | Don’ts |
Length | When composing the executive summary, leave the information out and elaborate on it. Ideally, it should be concise and be at most 5-10% of the total size of your proposal. | Your executive summary should summarize the general proposal you are presenting to your readers. Do not elaborate too much; just provide the key points concisely. |
Language | Avoid using industry-standard terms and complex vocabulary that your core audience will most likely have a limited understanding of. Refrain from using such words as often as possible or when finding an equivalent that does not belong to a specific field is impossible. | Don’t presume your intended readers know all the jargon of one’s field of work. When you use any technical terms or acronyms, define them because sometimes it might be difficult for laymen to understand what they stand for. |
Content | On the final consideration, ensure that the executive summary section mirrors the essence of your proposal. Loop here as you did in the format of your full document to ensure a logical sequence. | Introduce new information or arguments in your executive summary. It should only summarize what’s already in your proposal. |
Format | If your proposal includes formatting guidelines, adhere to them strictly. Otherwise, structure your executive summary in a way that’s easy to read and digest. Use headings, subheadings, and bullet points to break up text and highlight important information. | Submit an executive summary with dense paragraphs of text. This can be overwhelming and discourage readers from engaging with your proposal. |
Final review | Re-read your executive summary thoroughly before you submit it to avoid any mistakes in grammar or spelling. Perhaps it would be wise to have someone else read the final product and ask if it can be more concise and understandable. | Rush to submit your executive summary without a thorough review. A polished and error-free summary demonstrates professionalism and attention to detail. |
Conclusions
Learning how to write a good executive summary is vital in today’s economic world. Following these guidelines and using tools such as Super Proposal, you can create executive summaries that leave no one indifferent and bring the desired performance.
Ready to streamline your proposal process and elevate your sales game? Sign up for Super Proposal’s 15-day free trial today! Our all-in-one platform replaces MS Excel, MS Word, and e-sign tools, boosting your conversion rates by up to 40%. Experience the difference firsthand and unlock your proposal’s full potential.
FAQs
Is an executive summary the same as a project plan?
No, an executive summary is not equivalent to a project plan. A project plan shows who will do what, when, and how, while an executive summary briefly describes the project, its objectives, and the main advantages.
What is the main difference between an abstract and an executive summary?
The abstract is a brief and condensed version of the research paper or any academic document used to help the reader understand whether the complete document is important to him or not. In contrast, an executive summary is more argumentative and oriented towards a call to action that would encourage users to back a certain proposal or business strategy.
When do you use an executive summary?
Executive summaries are employed in various business documents, such as proposals, business plans, reports, and grant applications. They are designed to provide essential information for readers who do not have the time or energy to read the whole article.
When should you not use an executive summary?
Including an executive summary in brief papers or writing general messages where the important points cannot be missed is not very useful. It is also not applicable to specialized or technical reports in which the readers are assumed to have considerable prior understanding of the subject.
Where does an executive summary go in a report?
In most cases, the executive summary follows the title page and the report’s table of contents. This arrangement allows readers to quickly get an overview of the important information before they can read the whole document comprehensively.
How long should an executive summary be?
The length of an executive summary will depend on the length and content of the original document being summarized. However, as a best practice, it is recommended that the executive summary be no more than 5-10% of the total length of the document. Usually, one to two pages are enough for most business proposals and plans.
Additional Resources:
How To Write A Technical Proposal: 6 Samples Included
Proposal Title Pages Examples: Title, Subtitle, & Design
How to Start a Business Proposal Introduction
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