1. Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

2. This Business Overview guide was developed by Keyworld Group, LLC, and is
provided specifically as a guide to assist our Clients with their business
organization and management goals. This guide is an exclusive tool which is
only available to KeyWorld Group, LLC Clients accessing our “live” web based
project and loan management site.
This can be expanded to a complete business plan but the intention of this
guide is for you to be able to create a 5 page (MAXIMUM) Executive Summary
review your deals.
which will generate interest very quickly from lenders or investors seeking to
The ideal Executive Summary is 1 to 2 pages.
comprehensive table of contents or guide Executive
Summary
There are 21 headings with a graphic provided below which would consist of a
for completing an
that includes all areas generally needed to be addressed when
seeking funding of just about any type. We have made comments that we feel
would be useful for you to keep in mind while writing up an executive
summary for your Client.
Whenever you see this graphic of means we have hada “gold key” it
experience where paying strict attention to being accurate and precise in this
area can be very beneficial to your Client regarding closing the deal.
Do not allow your Client to waist it. Spend some time
reviewing the different items identified below and ask your Client pointed and
specific questions about taking on his loan or funding request as his consultant
Your time is valuable!
or broker. QUALIFY YOUR CLIENT!
It is our sincere desire that you find this information of value and can use it to
either get a few ideas or save time on your next project or funding request.
You are a valued Client and we hope that our “real time” web based project
management software, templates, and quick reference guidebooks like this
will provide you with the additional success you are seeking for yourone
Clients.
Our commitment to providing you with useful tools and services like document
imaging for your underwriters electronic review, identity packaging services
for your clients, and lender relationships that use our system to review
funding requests will never stop until you have unlocked all of the tools and
information you need to be successful in your consulting or brokerage
business. We provide the keys to unlocking your world.
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

3. Start your Executive Summary with an introductory
paragraph that leads into the headings below.
section.
[ ]
being
How did this
The vision or mission statement should bring out the more appealing
aspects of your clients end goal and business commitment.
Include company vision and mission statements covering your Clients
request and his/her line of products or services. Specifically identify
your end goal for obtaining financing. Do not generalize to much and
try to be as precise, short, and clear as possible. The written word is
a very powerful tool and when it is combined properly with pictures
and eye catching images it can have a much greater effect on the
reader.
Dig into your Clients business background before you write this
Ask specific questions regarding the background of the
business and the events leading up to his/her request for funding.
How does your Clients present condition rate amongst his/her
competitors?
[ ] Are there other products used similar to the Clients, other
developments, other professionals, and where are they successful?
[ ] Describe the [concept / opportunity / niche] your Client believes
he/she has found that will generate a profit.
marketplace open up to your Client?
[ ] Ask your Client how the opportunity arose and what led him to the
path which ended in front of you?
Get out your Clients file cabinet. Ask specific questions regarding
the background of the business and the events leading up to the
request for funding. This section also should be only a few
paragraphs. This seems difficult but can be done with a little
practice.
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

4. The objective can be a few sentences long to several paragraphs.
The important thing is being precise and to the point. You are
providing your client and the prospective lenders with a 3 to 5 page
summary. Your objective statement should get right to the point.
Example: The objective of this project is to net $3.2 million dollars
in pure profit over the next 5 years. This will result in 56 lot sales
and will provide the investor with a12% cash on cash return as well
as full repayment of principal over a 24 month term.
The
Let the reader know why you need capital in the first place.
Validate your statements and most importantly be able to quickly
back up what you say. Better yet, make sure your Client can back up
what he tells you regarding his capital requirement needs.
reader should know that you have developed a comprehensive and
complete plan for marketing, development, and accountability
regarding the distribution and use of his/her funds. In this section be
specific and state the specific amount of capital infusion needed and
what form of request you are making [loan / investment].
Be very specific and make sure you can provide any documentation
requested within reason to demonstrate your clients capital needs.
We recommend that every capital requirement section contain a
sources and uses of funds breaking down to the penny what your client
will be doing with the money. You should be prepared to provide the
interested investor / lender invoices, cost breakdowns, contracts, or
any other documentation that will verify this cash requirement need.
In-House Management to be addressed:
Management Background and Strong Human Beings make up the
cornerstone of any successful venture. We cannot count the times
that Management was the deciding factor in funding a project.
[x], President
[x], Vice President of Marketing
[x], Vice President of Sales
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

5. [x], Vice President of Finance
[x], Vice President of R&D
[x], Vice President of Operations
[x], Controller
[x], Accountant / CPA
[x], Corporate Attorney
[x], [Type of Consultant]
We cannot stress strongly enough how important the “human factor”
Ethics, past
successes, and many other factors play in a lenders decision to invest
of management is to an investors decision to fund.
or loan money to another human being. A huge amount of collateral
and security is the only thing we know that can overshadow
management from a lender or investors perspective.
requests. This is an important
the product.
Research
It is
money really their is
This section should
Give your concept description and desirability of your product or
service. How will your client show desirability for his/her request.
This section can sometimes be omitted in the case of Land
Development and Construction
heading but it is more important in the complete business plan
where you would expand into greater depth about implementation of
and development is very important to many different
requests for funding. also important to providing and
establishing ‘SECURITY” for the lender or investor. Knowing that the
individual(s) requesting did homework
comforting to an Investor or perspective lender.
have specific facts regarding research and what was found as well as
the development status and future development of the product.
Again, each request for funding is unique, however, make sure your
client has done his/her homework or charge for your time to do this
for them.
Don’t forget to include patents, copyrights, trademarks, or unique
characteristics identified in your Clients concept, development, idea,
or product.
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

6. If your client is seeking funding or investment in the area of
manufacturing or producing a certain number of widgets, then
include very clearly information regarding the raw material used in
the production, it’s cost, availability, etc. Also, you should include
specific information with photo’s and brochures.
In the Executive Summary specify that all of this information is
included with contact information of several qualified individuals
verify the projects ability to deliver and meet time
constraints regarding the production and demand related thereto.
who can
In the Market Analysis section it is important to give the reader a
clear picture of the market your client is going to target and
penetrate to be successful.
The web is an excellent resource to quickly find facts and figures
about your clients market. Ask your client how much his company
knows about their own market. You will be surprised how little
companies know about and understand the economics of the market
they wish to enter or even continue in.
This section should be backed up with Facts and documentation
regarding any statements you might make.
Specific target markets include all types of customers. The typical
customer of our products is someone who is in the [x] field, and who
currently uses [product] for [give application / purpose].
[ ] Who are your clients customers? Where are they and how do
you reach them?
[ ] Are they buying your product / service from someone else?
[ ] How will your client educate the customer to buy from you?
[ ] Make a partial list of customers your client may have.
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

7. others.
Competition is very important in some requests and less important in
We have found that Lenders and investors tend to feel like
they understand your competition somewhat if they have chosen to
review your complete Business Plan or Loan Package after reviewing
a well written Executive Summary.
[ ] Identify at least 3 or 4 competitors in your market. Be specific
and provide actual price comparisons with other factual data
relating to their situation.
How would your customers compare your product with those of[ ]
competitors?
[ ] Advantages the product or service has -- its improvements over
existing products or services
.
Give a 1 to 2 line description of your clients top 2 or 3 business risks.
Being able to demonstrate clearly that your Client has identified all
potential risk associated with the project will greatly assist in
speeding up the funding process and will provide the Lender/Investor
with comfort.
What are the stepsYour Clients marketing plan must have merit.
your Client will take to market the product, service, or real estate
transaction you seek to fund?
Examples: appealing to walk-in retail customers, reaching executives
by direct mail, demonstrating your product in manufacturing
facilities, etc.
Briefly describe how your sales strategy will address specific market
/ environmental conditions.
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com

8. Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com
Identify your Clients specific distribution channels clearly and
provide a list of distributors.
How will your Client advertise and promote the product to ensure
repayment of the debt or capital provided?
Some projects will require a ton of advertising and promotion to get
them off the ground. Be sure to identify a good advertising &
promotional campaign for your client and the potential Investor or
lender.
Give a 1 to 2 line description of your top 2 or 3 publicity strategies or
areas of focus. How does your Client see the company publicly and
what plans does your Client have regarding dealing with public
opinion. Does the Client have any press releases prepared and when
are they scheduled for distribution to the public?
Your Client will need to be able to provide a comprehensive financial
plan (Cash Flow Projections). This financial model must provide
realistic projected revenues. Keyworld Group, LLC has developed
several basic cash flow modeling tools and there are many different
products on the market to assist with financial modeling. Depending
on the size and type of loan or funding sought, an accountant or
financial consultant might be a good choice for developing this part
of the request. We can recommend several excellent cash flow
experts who provide these services. Because this is a Summary or
Overview going into great detail will not be needed but prior to any
underwriting commitment this financial will be required in most
cases.

9. Besides the Financial Projections and Management Team unless your
Client is seeking funding that is strongly backed by “hard assets” the
exit strategy is one of the most important sections reviewed by the
Lender / Investor. Will you sell your product in sufficient amounts
to repay the debt? What if you are delayed, etc? Having an
excellent
obtaining comfort regarding “GETTING OUT” with a profit and the
exit strategy planned around your lender or investor
your Clients project.
original principal in tact is a very important component of presenting
Add any personalized concluding remarks that you feel would
augment the initial impression given by your completed Executive
Summary. The conclusion should summarize the entire Executive
Summary in a paragraph or so. Often it is good to use bullet points
a repeated focus on the above information.
to reiterate the strong areas of your request leaving the reader with
Your client may not have all of the above items available when you are
.asked to seek financing. This is most often the case Actually, it is one of
the main reasons we provide document imaging services because the
delay in obtaining and reviewing vital information about a project can kill
the deal quickly.
A good Executive Summary
fund a transaction.
accompanied with a well written and
documented Business Plan or Loan Request is only part of the battle to
The successful funding consultants we have known are
masters at presentation but more importantly they are extremely organized
and can obtain all the “SUPPORT DOCUMENTATION” requested by the
Investor or Underwriter in a specific transaction with lightning speed.
Creativity seems to be an important trait as well. Good luck with your next
request and thank you for using our products.
Risk comes from not knowing what
you're doing. - Warren Buffett
Executive Summary Guide Copyright 2004 – Keyworld Group, LLC www. .com