To sell, not to describe

Verkopen, en niet beschrijven. Dat is de primaire functie van een Executive Summary volgens Guy Kawasaki. Omdat je maar 30 seconden hebt om iemands aandacht te trekken.

The executive summary is often your initial face to a potential investor, so it is critically important that you create the right first impression. Contrary to the advice in articles on the topic, you do not need to explain the entire business plan in 250 words. You need to convey its essence, and its energy. You have about 30 seconds to grab an investor’s interest. You want to be clear and compelling.

Zie de uitgebreide handleiding op Bona tempora volvantur