Writing an Effective Executive Summary

Executive Summaries

An executive summary is a crucial segment of a proposal.  In the executive summary, the author needs to ensure that whoever is making the decision on the contract is given a firm idea of who the business presenting this proposal is, and why they must be selected above all others.  Included in the summary is information about yourself, and what you are proposing for the client to understand about you, and what you are offering.  All of this needs to be explained in one-to-two pages.  An executive summary can be compared to an “elevator pitch”, wherein your summary should be able to be delivered within the time span of an elevator ride.  It needs to quickly and simply define your organization and its value proposition. 

Introductions in executive summary

Needed in an executive summary are an introduction of your organization or business, what you can deliver to the client, and persuasion on why you are the best choice for the job.  This includes demonstrating how your product or service will benefit the client, and how your product or service is undoubtedly superior to the competition.  You should also address how you will meet the evaluation criteria provided within the RFP.  

What matters most in not only the executive summary, but the proposal as a whole is hopefully an answer to the question, “Why you?”  Your goal in the executive summary is to persuade the decision maker to accept your proposal without needing to examine any further.

Establishing proposal themes in your executive summary

Reasoning as to why your company should be chosen can be defined as a theme to your proposal, and should be apparent throughout.  Themes should be informative, and show they best benefit the customer.  It is important to establish your themes in the executive summary so that both your content and the presentation you present are built around the reasons why you’re the best choice for the job.  It is also important to utilize win themes in the executive summary.  Explain why you deserve to win through these themes, and provide examples of how you have accomplished your claims.

Showing understanding of the requirement

Incorporate the client and their needs into your summary, explain in writing why accepting your proposal will benefit them the most.  Persuasion is the goal. 

Introduce team partners

If your proposal is a joint or team-effort, the executive summary is the place to present them to the client.  Describe your team, and the significance of this partnership to the client.  Utilizing a table here can be a useful strategy, as it allows you to illustrate how numerous members are important to the project.  Ensure to point out what your team offers, what the teammates bring to the effort, and what you offer together. 

Format

Graphic design is something that should always be utilized in an executive summary.  The summary should not merely have numerous graphics attached, but try and think of the executive summary as a graphic itself.  Utilize different varieties of text formatting, or varying typefaces.  It should stick out immediately to the client reading your proposal.  Consider utilizing organizational charts, or tables and matrices.  Ideally, the executive summary should be an arms length, and grant the client all the immediate information.