The Business Plan 267Executive Summary (1–3 pages)
This section is the most important part of the business plan. If you don’t cap-
ture readers’ attention in the executive summary, it is unlikely that they will
read any other parts of the plan. Therefore, you want to hit them with the most
compelling aspects of your business opportunity right up front.
EXHIBIT 9.4 Sample table of contents.
1.0 Executive Summary 3
2.0 Market Analysis 6
2.1 Entertainment Industry 6
2.2 Accessing Music Online 7
2.3 Telematics Industry 8
2.5 Market Research 11
3.0 Competition 13
3.1 Direct Competition 13
3.2 Indirect Competition 15
4.0 Company Description and Services 16
4.1 The Personal Radio Station 16
4.2 Listener ’s Choice 16
4.3 The Personal Music Collection 17
4.4 Recurring Royalties 17
4.5 Listener Consumption Data 17
5.0 Strategic Partners 20
5.1 Device Partners 20
5.2 Content Partners 21
5.3 Service Providers and Other 22
6.0 Development Strategy 23
6.1 Engineering Activities 23
6.2 Business Development Activities 24
7.0 Marketing and Sales Activities 25
8.0 Operations 27
8.1 VMC Core of Engineers 27
8.2 VMC Live Services 27
8.3 VMC Customer Service 27
9.0 Management Team 28
9.1 Founding Team 28
9.2 Advisors 29
10.0 Critical Risk Factors 30
11.0 Financials 31
11.1 Economics of the Business 31
11.2 VMC Consumer Assumptions 32
11.3 Service Assumptions 32
11.4 Personal Radio Station Assumptions 32
11.5 Listener ’s Choice Assumptions 33
11.7 Break-Even/Positive Cash Flow 34
11.8 Sources and Uses Schedule 35
11.9 Headcount Schedule 35