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Finally, the cover should be eye-catching. If you have a product or prototype, a picture of it can
draw the reader in. Likewise, a catchy tagline draws attention and encourages the reader to look
further.
Executive Summary
This section is the most important part of the business plan. If you don‟t capture readers‟ attention in
the executive summary, it is unlikely that they will read any other parts of the plan. This is just like a
book‟s jacket notes. Most likely, readers will buy the book only if they are impressed with the notes
on the jacket flaps. Therefore, you want to hit them with the most compelling aspects of your business
opportunity right up front.
Exhibit 14.3 Cover of The History Shoppe business plan.