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Finishing Touches
Prof. Alon Rozen
École des Ponts Business School
Finishing touches– elements to include
Cover page
Executive Summary
Table of contents (optional)
Conclusion (optional)
Professional formatting (not optional)
Annexes
Alon Rozen / BPD 2
Finishing touches = to do last!
§Cover page
§Table of contents
§Executive Summary
§Conclusion
Confidential
Confidential
§ Successful if: you get a follow-up We are now looking to… (call to action)
expression of interest
Alon Rozen / BPD 6
Executive Summary: example
XYZ Company will be the first organic Najmi sheep breeding farm in the Emirates and will sell
sheep both for meat and for breeding.
The sheep-for-meat market is estimated at $500M in the Gulf, while the sheep-for-breeding
market is estimated at $50M. With premium prices for both meat and studs, the Najmi Sheep
Farm will generate estimated revenues of $55M by year 3.
While sheep farming for meat is normally a relatively low-margin business, the organic market,
in general, and the Najmi breed, in particular, are both highly profitable. With an up-market
brand strategy and premium pricing, we generate an estimated 35% net margin by year 5.
Margins for breeding are extremely high, ~75% (!), and will rise even further as the brand
equity rises.
One of the founders has 20 years experience in sheep farming and comes from the family of
the second largest sheep farmers in the UAE. Other members of the founding team include a
marketing specialist and a veterinarian.
We are now looking for $10 million to purchase the farmland (10 acres), build the farm facility
and purchase 20 Najmi ewes and 2 Najmi stud sheep.
Alon Rozen / BPD 7
Executive Summary: Style
§ One page
§ Concise and factual writing
§ Needs to be enticing… but it is not a pitch!
§ Assertive language (use “we will” not “we might”)
§ No more than a few numbers, and each is memorable!
§ NOT an introduction!!!
§ Very professional: language, spelling, content & format all
need to be impeccable!