How to Write Better

1. Be ruthless when proofreading ... look for what you can cut.
2. Remember stories have a beginning, a middle, and an end.
3. Use "talking headings" to convey meaning.
4. When in doubt, check for rules of grammar and usage with a handbook.
5. Place the subject and main verb near each other and use strong verb.
6. Avoid the "to be" verb when a stronger verb carriers a more specific meaning.
7. Use the passive voice sparingly (It was decided to change the Company name for the sake of enhancing the effect.) vs. (We changed the company name to make it more powerful.)
8. Make sure the "ing" form is necessary: (We were working on a prototype) vs. (We developed ... ) Note: often a question of verb tense.
9. Make sure words ending in "'ion" are necessary; are they verbs masquerading as nouns? (The decision to acknowledge receipt of the letter was made.) vs. (We acknowledge receipt of the letter.)
10. Make certain the prepositional phrase is helpful ... cut wasted prepositional phrases
11. To tighten: circle the "to be" verbs, the "ing" words, the "ion' words, and prepositions. Then read out loud, and check to see what else you can cut.
12. Put old information first, new information second (OLD >> NEW)
13. Put easy-to-understand information first, complicated material second
14. When building transitions, use repetition of key terms, synonyms for key terms, appropriate pronoun reference, and the appropriate collocation chain
15. Make sure your pronoun usage is clear to the reader
16. Choose the best word, but avoid using thoughtless thesaurus words
17. When quoting, introduce the author, the text, and the concept; then provide the quotation with proper citation format; then provide the reader with your interpretation.
18. Keep your writing simple ... cut to the chase.
19. Avoid cliches and trite phrases.
20. Use strong verbs.
21. Use consistent verb tenses, and find the single most correct word.
22. Always look for what you can throwaway and always make it easier on your audience.

[Thank you, Randy Accetta]

How to Write an Executive Summaary

The purpose of the executive summary of the business plan is to provide your readers with an overview of the business plan. Think of it as an introduction to your business. Therefore, your business plan's executive summary will include summaries of ...

1. a description of your company, including your product and/or service solutions
2. your management
3. the market and your customers including basic quantitative information
4. marketing and sales strategies
5. your primary competition
6. your competitive advantage
7. your operational strategies
8. financial projections and plans
9. contact information

The executive summary will end with a summary statement, a "last kick at the can" sentence or two designed to persuade the readers of your business plan that your business is a winner.

To write the executive summary of the business plan, start by following the list above and writing one to three sentences about each topic. (No more!)

If you have trouble crafting these summary sentences from scratch, review your business plan to get you going. In fact, one approach to writing the executive summary of the business plan is to take a summary sentence or two from each of the business plan sections you've already written. (If you compare the list above to the sections outlined in the Business Plan Outline, you'll see that this could work very well.)

Then finish your business plan's executive summary with a clinching closing sentence or two that answers the reader's question "Why is this a winning business?"

Tips for Writing the Business Plan's Executive Summary

1. Focus on providing a summary. The business plan itself will provide the details and whether bank managers or investors, the readers of your business plan don't want to have their time wasted.
2. Keep your language strong and positive. Don't weaken the executive summary of your business plan with weak language. Instead of writing, "Dogstar Industries might be in an excellent position to win government contracts", write "Dogstar Industries will be in an excellent position..."
3. The executive summary should be no more than two pages long ... one page is probably better. Resist the tempation to pad your business plan's executive summary with details (or pleas). The job of the executive summary is to present the facts and entice your reader to read the rest of the business plan, not tell him everything.
4. Polish your executive summary. Read it aloud. Does it flow or does it sound choppy? Is it clear and succinct? Once it sounds good to you, have someone else who knows nothing about your business read it and make suggestions for improvement.
5. Tailor the executive summary of your business plan to your audience. If the purpose of your business plan is to entice investors, for instance, your executive summary should focus on the opportunity your business provides investors and why the opportunity is special.
6. Put yourself in your readers' place... and read your executive summary again. Does this executive summary generate interest or excitement in the reader? If not, why?
7. Remember, the executive summary of the business plan will be the first thing the readers of the business plan read. If your executive summary is poorly written, it will also be the last, as they will set the rest of your business plan aside unread!

[Thank you, Susan Ward]

Venture Plan Presentation Slides

1. Slide 1: "Billboard"
2. Slide 2: Core Team ... who, what
3. Slide 3: Problem / Customer / Opportunity ... scale and scope of problem, SOM/SAM/TAM
4. Slide 4: Solution ... brochure
5. Slide 5: Value Proposition ... Customer NWD Profile, Benefits, FFFF
6. Slide 6: "Underlying Magic"... differentiation, competitive advantages, core competencies
7. Slide 7: Industry and Environment ... Who, What, SWOT
8. Slide 8: Competitive Analysis ... Who, What, SWOT
9. Slide 9: Business Model ... BM canvas
10. Slide 10: Go-to-Market Plan ... Strategies
11. Slide 11: Sales Plan ... Objectives
12. Slide 12: Operations ... Production, distribution, delivery, margin objectives
13. Slide 13: Growth Strategies ... Scale and Scope
14. Slide 14: Timeline ... What, when, where
15. Slide 15: Financial Objectives and Key Metrics ...
16. Slide 16: Use of Funds ...
17. Slide 17: Funding Proposal ... Equity, debt, grants, gifts
18. Slide 18: "Billboard"

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Slides 19 to 100+ will have all the gory details!! Lists of 100: customers, prospective customers, target markets, competitors, prospective collaborators, suppliers, prospective investors, ...

These 18 slides also form the foundation for a formal written business plan and an executive summary.

Writing an Effective Venture Plan

1. Tell your story, tell it quickly, and tell the truth.
2. Make sure that on every page the reader gets the information you want them to get.
3. Creativity helps, but scale it back and be traditional with your headings and your formatting.
4. Use talking headings to send the reader in the desired direction.
5. Brand your pages; use appropriate colors; use images and charts and graphs to help reader understand key points; write short paragraphs; use headings that help the reader follow the story you are telling; caption your charts/graphs; use graphics to highlight your sentences and use sentences to explain the graphics. 
6. Avoid fluff.
7. Cite your sources. 
8. Every paragraph should represent a discrete chunk of information. Every paragraph needs a thesis sentence. This is normally the first sentence. The middle of the paragraph should add important information to elaborate on the main point. The last sentence of each paragraph should tie up the specific chunk of information and direct the reader to the next chunk of information in the next paragraph. The reader should know all of your main points by 'reading the first and last sentence of every paragraph.
9. When using bullets or other formatting maneuvers, decide what you want to emphasize, then use the appropriate marking words or graphics. To emphasize importance, for example, use words or phrases that indicate value; if you emphasize time, then use words that indicate chronology. Make sure that the mixture of bullets and numbers you choose conveys the right tone.
10. To proofread, print a copy and go through it out loud. Look for any place the reader stumbles out loud. Read it backwards if necessary. Have a friend outside of your team read it out loud and see where they get confused. Read slowly to catch basic errors. Allow adequate time to do all this ... it is time-consuming, so give yourself the time to become perfect.
11. When in doubt, check for rules of grammar and usage with a handbook. 

[Thank you, Dr Randolf Accetta]

Effective Communications

1. Clear: Make the goal of your message clear to your recipient. Ask yourself what the purpose of your communication is.
2. Concise: Your message should also be brief and to the point. Why communicate your message in six sentences when you can do it in three?
3. Concrete: Ensure your message has important details and facts, but that nothing deters the focus of your message.
4. Correct: Make sure what you're writing or saying is accurate. Bad information doesn't help anybody. Also make sure that your message is typo free.
5. Coherent: Does your message make sense? Check to see that all of your points are relevant and that everything is consistent with the tone and flow or your text.
6. Complete: Your message is complete when all relevant information is included in an understandable manner and there is a clear "call to action". Does your audience know what you want them to do?
7. Courteous: Ensure that your communication is friendly, open, and honest, regardless of what the message is about. Be empathetic and avoid passive-aggressive tones.
8. Clutching: Make sure your message has AIDA: grabss Attention, develosp Interest, builds Desire, triggers Action. Be sure there is a clear "path to action" for the reader to take ... call, email, website, et alia.