The executive summary is probably the most important section of the business plan. It must be concise, specific and well written. It summarizes the highlights of the completed business plan and provides a brief snapshot of the plan, with summary data on sales, expenses and profits. The summary emphasizes the factors that will make the company successful. It must contain reliable numbers regarding market size, trends, business objectives, spending, return on investment, capital expenditures and required financing. For new businesses or businesses seeking funding, credibility and enthusiasm are key elements of the executive summary. Venture capitalists receive hundreds of plans every month and only a few are actually read through. A quick 20-second scan of the executive summary is the basis for selecting which plans to read and which companies to interview for investments. When the plan is the vehicle used to attract funding or investment, the summary should make it clear to the reader who a potential source of funds is and why it is a worthwhile investment. Business Context The business context section of your business plan is typically made up of two to four sections that present information specific to your business. You may have gathered substantial information about competitors and the industry in general as you considered your business plans. This is not the place for this information. Instead, focus exclusively on the characteristics of your business that are specific to your particular business. The business background generally includes the following: a document describing the business entity and its general operation a document describing the product or service that your company will provide a document describing your facilities, if appropriate, a document describing the people in your organization, if appropriate. The Business Entity The business entity portion of the plan provides information specific to your business. This document outlines the current status of operations, management and organizational structure and identification of key personnel. If the plan is created for an existing company, historical information is also included. The business background provides the reader with information regarding: the type of business (e.g. wholesale, retail, manufacturing, services, etc.) the type of legal entity (e.g. corporation, partnership, sole proprietorship, etc.) at the time of business creation where the type of facility, if any, is located (e.g. retail establishment, manufacturing plant, etc.), although it may be necessary to dedicate a separate area