We could easily produce a list of 20 items to include in a good executive summary. Unfortunately, taking this approach is a good way to reproduce your business plan instead of the blunt, succinct, lucid, exciting piece you’re looking for. To achieve this consider these five elements:

1. Limit the executive summary to one or three pages.
2. Deliver a physical attractiveness and uniqueness.
3. State clearly what you expect from the investor.
4. Simply indicate the expected returns and output for the total project.
5. Convincingly state the top 2-3 selling points of your investment proposition.

Brevity is key to your executive summary. Most well-qualified investors are very busy people. The executive summary should grab their attention quickly while efficiently and effectively providing the information they need to determine whether or not to study the entire business plan further.

In a sense, a physically attractive executive summary is a metaphor for the business you are running for a potential investor. If you produce a well-organized plan, chances are your business is well-organized. If the financial facts are convincing, chances are your accounts are well maintained. If your data shows solid research, your business is likely to be run in a measured, well thought out, and researched way. Good grammar and spelling represents a business in the form of a boat. If your presentation is unique, you are more likely to successfully differentiate yourself from your competition.

Active investors know what their investment appetites are. Both of you will save time if you have a clear understanding of what you expect from the investor and whether that expectation fits within the investor’s comfort zone. Of course, we are all tempted to try to attract all investors. The allure of your cash can be intoxicating. However, experienced entrepreneurs know that the best course is to attract investors who feel immediately comfortable with the proposed investment.

Your executive summary does not require a full pro forma. Instead, provide a simple statement of expected income, expenses (perhaps a brief summary breakdown), and anticipated income and cash flows. Finally provide the total capital needed and a summary of the return projections. Returns presentation typically benefits from showing return on investment (ROI) as a percentage of principal invested annually, internal rate of return (IRR), and cash-on-cash views. Providing this information briefly but as these “restatements” help the investor better understand the anticipated performance of their project. In addition, providing several looks gives the investor the peace of mind that there is not something hiding behind the numbers unexpectedly.

Finally, the executive summary is a sales opportunity. In addition to the information described, a great executive summary will provide highlights that you believe provide the excitement that will compel investors to join your opportunity.

These elements are the solid foundation for a great executive summary.