This week, you will complete the marketing plan by adding the final elements and refining the Executive Summary at the beginning of the document.

The final elements of the marketing plan are the:

• Budget
• Action Plan
• Risk Factors

The Executive Summary.

Once you have completed your final edits, you should read your Marketing Plan thoroughly to identify the most salient points and write an executive summary that highlights those points for your reader. The executive summary is more than just a summary of your Marketing Plan. It is often the first, and sometimes the only, page of the document that many will read. If the executive summary fails to capture the attention of the reader and the essence of the Marketing Plan, your efforts at creating the Marketing Plan may be wasted. Therefore, be sure to take the time to develop an interesting and compelling executive summary.