2.4. Summary and Conclusion of Chapter 2

At first, it is sufficient if you deal with the "Executive Summary" on a basic level. This only becomes important again at the end, when you have worked out the business plan completely and have to prepare the summary for the decision-maker about your business concept. Then, however, the summary becomes all the more important, because the maximum two pages of text usually determine what the decision-maker or assessor expects from your business plan. First impressions are usually not deceptive. Put the right facts on paper in the right words in the summary. Writing a short, concise and correct text is difficult than writing a long explanation. The executive summary should "whet your appetite" for more. Imagine you are taking part in a start-up competition. The jury has to read hundreds of plans. The executive summary plays a decisive role in whether you get through the first round or not.

The business idea & service description is the technical core of your business plan. After a successful start, you need to do more convincing work here. Is your business idea marketable? Are market opportunities recognisable to the trained reader? What specifically you want to sell and to whom? Can the products be sold at a profit? These and other questions must be answered here. The first two modules are of fundamental importance. Even if you have given a lot of thought to advertising, sales forecasts, employees, organisational structure, location, etc., you will not be able to sell your business unless the business idea is convincing. Only if the business idea is convincing will your business plan have a chance of success.

The point "Company & Management" is about concretising the framework conditions of the company for a successful sale. Your company needs a suitable legal form, employees must be found and hired with a certain salary. Resources need to be determined in a process plan. The company needs a hierarchy so that decisions can be made clearly. Resources are optimised in capacity planning. The enterprise must be organised and managed.