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Executive Summary Evaluation Criteria
- Business concept - Explained clearly and easy to understand the nature of the business?
- Product and/or Service - Does the product or service address a specific need or solve a problem and does the plan provide proof of that? It's uniqueness or market niche explained? Does the plan address competition; provide differentiators and proof of why the product or service is better than the competition (features, benefits, price, etc.)?
- Market potential & Customer base - Is the target customer base and market size defined, proven, quantified and potent? Does the summary clearly explain how the product or service will be marketed? Is there a clear advertising strategy for creating a "need" for the product/service?
- Market Segments & Channels - Does the summary identify the marketplace segments, channels and competitors? The risks and considerations to be a viable business?
- Sales Strategy - Clearly spelled out?
- Management Team including any Advisors - Does the summary explain the structure of the organization such that it is clear how the business will function? Skills and experiences of the management noted?
- Financial overview and Revenue model - Does the financial plan show how and when the business will be profitable? Revenue model clearly defined and logical?
- Plan for use and payback of Venture Capital or loan - Resource planning shows effective allocation and utilization of resources? How well does it identify the use of funds and the payback of any loans?
- Documentation - Is it clear, concise, complete and well written? Is it compelling?
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