Think of the executive summary as a condensed version of your step-by-step business plan.
It gives the reader an overview of your concept and your plan before he or she reads the entire document, which makes it a very important part of your business plan.
You can use this section to expand some of the philosophies included in your brand positioning statement.
Here you will develop out your methods to communicate your brand’s most important attributes to the marketplace and effectively illustrate this strategy to the reader of your step-by-step business plan.
This is where you will flesh out the details of how your concept will differentiate itself in the marketplace by its physical space and design, its culinary offerings, and its place in the current landscape.
Important aspects of your brand, such as its proposed point of difference, also should be included so it’s clear how the concept intends to set itself apart in the marketplace.It is important because it serves as a reference point for future decisions pertaining to marketing, promotions and other important aspects of growing your concept.Defining your brand strategy means laying out, in great detail, how, where, when, and to whom to you will deliver your brand messaging to build your business.The building blocks of your brand that will need to be developed are: The brand positioning statement will help guide many decisions that will arise with regard to marketing, interior design, menu development, and other key concept components.It is a concise statement that describes the brand, whom it appeals to, where it sits in the marketplace, and what it promises to its customer.It’s also important to give the reader an overall glance at the current state of the restaurant industry, as well as how your restaurant fits in with up and coming trends.Additionally, you will want to provide a good overview of the financials involved in the project; its startup and some longer-term projections.It’s important to be flexible and adaptable through the process.A good outline will help guide you through the process of writing your step-by-step business plan.Doing this due diligence will not only help you to build your concept to compete well, but will also show potential investors and/or lenders that you have investigated a very important aspect of opening a restaurant.This part of your step-by-step business plan will describe your potential restaurant concept in specific detail.