EXECUTIVE SUMMARY

What is the format for the assignment?

Your executive summary should be no longer than 1,500 words, not including headings and references. Note
that figures, charts, tables or pictures are not usually included in an executive summary.
The headings below should be used. In-text citations are required for any statement that is not your original
thought.
Where can I find a startup?
You could try website for the DMZ, other zones at Toronto Metropolitan U., MarsDD, other GTA incubators,
google search, the list of supplemental sources in the course outline – any organization that supports
entrepreneurship. Note: do not directly contact the company. It is your responsibility to research and identify a
subject company.
What is the definition of a startup?
To be classified as a “startup” and thus be eligible for this assignment, a startup must not exceed any of the
following:
1. The startup must have less than 30 full time employees;
2. The startup must be less than 7 years old; and
3. The startup must have less than $50,000,000 in revenue for the last 12 months.
Be aware that the subject you chose must also be arm’s length from you. Before settling on a subject for your
paper, ensure the company fits the criteria. Exceptions will not be granted for companies outside the restrictions
above.
How do I get full marks?
Make sure you reference all your sources with in-test citations. Include a reference list and make sure you
properly identify and apply course concepts to your company. Be sure to refer to the course concepts in the
same terms as used in the course – reference the class slide (week and slide number) or page in the readings
where the concept is discussed.
How should my executive summary look?
Use the framework below, including the headings. There is a reason it’s standardized.
Should I write in first or third person?
Neither. An executive summary describes a company, so it should be referred to as ‘the company’, or ‘Company

X’. Occasionally, executive summaries and business plans are written in first person, singular or plural, as
though the founders are speaking. This is acceptable if you are the founder but you cannot be for this
assignment.
Who is the audience for the executive summary?
Your executive summary should be written for potential investors. The tone should be positive but factual. Avoid
marketing ‘spin’. Limit the use of effusive, vague adjectives and adverbs, such as ground-breaking, awesome,
innovatively etc. You should show the reader what a great business has been created, not tell them. They will
want to decide for themselves if the business is great or not, based on the objective information provided.