Executive Summary Template Page 40
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58This is a very effective way to analyse your business. The questions prior to this have been designed as a
diagnostic checklist. They should have drawn conclusions as to your strengths, weaknesses, opportunities
and threats.
This is a summary of the business's most important strengths, weaknesses, opportunities and threats.
"Which means that"
Strengths of the Business
Excellent customer base.
Can sell other products to this customer base.
Good reputation.
People will want to buy again.
Excellent quality product
Adds to reputation.
(waterproofing &
durability).
Well run business.
Good management skills.
Can control the business.
Good ability to extract information.
Weaknesses of the Business
Not promoting the product to some
Missing out on sales opportunities.
segments.
Need to improve or the company will falter.
Reduced profitability.
Further lost orders will result unless this is
Existing machinary needs replacing,
addressed.
production
problems have caused lost orders.
Without a positive sales force the company
Negative sales force.
will never
perform well.
Poor programs to "centres of
Missed potential referrals.
influence".
Opportunities in the Marketplace
A potentially enormous market for Capital
Add-on products such as contract
City to tap into.
management,
lubrication, anti-corrosive materials
etc.
Capital City should target these segments.
Growing marine and heavy industrial
equipment
segments.
Threats in the Marketplace
Resulting in reduced profitability.
Increasing supplier prices.
Need to focus on growing segments to spread
Declining size of the Automotive
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