Phase I: Executive Summary
I. Executive Summary
• a summary of the planning issue , which includes a new product, new service opportunity, or
process improvement issue.
• A future –oriented, two page document demonstrating knowledge of the issue and provides the
prospective value
• What to include in the Executive Summary:
1. An introduction to your business plan which involves a discussion of the new service
opportunity, cost saving measure, or process improvement.
2. Marketing Highlights
a. Make a list of the distinctive features by answering these questions:
i. What is the real value regardless of the type of project?
ii. What will the product/service save the organization in dollars? (estimated
guess, doesn’t have to be accurate)
b. Ex: What savings or profits will it generate by improving efficiency? Or what saving or
profits will it generate by developing a new service? Or what will it bring by bringing in
paying patients or no-show patients?
3. Targeting Market Summary: Answer the following questions:
• Who is your target market?
• Who benefits from this plan?
• Is the market internal, external, or both?
4. Competitive Analysis (if a new service opportunity)
• Who else is doing it?
• Provide a competitive analysis
I. Executive Summary
• a summary of the planning issue , which includes a new product, new service opportunity, or
process improvement issue.
• A future –oriented, two page document demonstrating knowledge of the issue and provides the
prospective value
• What to include in the Executive Summary:
1. An introduction to your business plan which involves a discussion of the new service
opportunity, cost saving measure, or process improvement.
2. Marketing Highlights
a. Make a list of the distinctive features by answering these questions:
i. What is the real value regardless of the type of project?
ii. What will the product/service save the organization in dollars? (estimated
guess, doesn’t have to be accurate)
b. Ex: What savings or profits will it generate by improving efficiency? Or what saving or
profits will it generate by developing a new service? Or what will it bring by bringing in
paying patients or no-show patients?
3. Targeting Market Summary: Answer the following questions:
• Who is your target market?
• Who benefits from this plan?
• Is the market internal, external, or both?
4. Competitive Analysis (if a new service opportunity)
• Who else is doing it?
• Provide a competitive analysis
5. Key Marketing Strategies – Refer to Chapter 2
• What key marketing strategies will you use?
• How will you get compliance of patients, staff, the board, or referral services?
6. Operational Highlights
• Are there any critical legal or regulatory constraints?-Refer to Chapter 3
7. Intermediary Concerns or Issues
• Are there any noteworthy issues with referrals or other entities?
Grading Rubric
Executive Summary (2 pages) – 80 points
• Marketing Highlights
• Targeting Market Summary
• Competitive Analysis
• Key Marketing Strategies
• Operational Highlights
• Intermediary Concerns
APA Format, Use of References – 15 points
• What key marketing strategies will you use?
• How will you get compliance of patients, staff, the board, or referral services?
6. Operational Highlights
• Are there any critical legal or regulatory constraints?-Refer to Chapter 3
7. Intermediary Concerns or Issues
• Are there any noteworthy issues with referrals or other entities?
Grading Rubric
Executive Summary (2 pages) – 80 points
• Marketing Highlights
• Targeting Market Summary
• Competitive Analysis
• Key Marketing Strategies
• Operational Highlights
• Intermediary Concerns
APA Format, Use of References – 15 points
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