Executive Report Writing „Wie sag ich es meinem Vorstand“ – der Prüfbericht im Kontext der digitalen Transformation
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Understanding who your audience is allows you to organize your thoughts and write persuasively. The second question to ask is, what problem are you trying to solve for your audience?
For example, are you providing a status overview of a project for senior management? In this case, you'll need to think about the problems and successes you've encountered, work in progress and upcoming milestones.
Have you performed research on the possibility of moving your production abroad, in which case, you need to give decision-makers all the data they need to make the final decision?
Once you know what problem you're solving and who you are solving it for, you can start pulling out the relevant information.
Keep the content tightly focused on the problem. The report should follow a logical structure: introduction, meat of the report, recommendations and conclusion.
The introduction sets out the purpose and scope of the report — why are you writing this document? What do you hope to achieve?
The reason for writing almost any executive report is a problem or a need, and you need to name it. This provides a clear context for the rest of the report.
The body of the report should be well-organized, with each pointing leading logically to the next. Describe what you're doing to solve the problem.
An executive report should be well-referenced and well-researched, so refer to core materials where the reader can find the source information.
Include charts, graphs and other visuals to support the key arguments you're making within the main body of the text.
The recommendations section should clearly define your next steps. Make sure the information you are presenting leads logically toward this section.
Are your recommendations for possible action clearly supported by the previous sections of the report? Do they mirror what the main project documents are recommending?
The conclusion should be clearly stated with no ambiguity about what the reader needs to do next. Do not introduce new material in this section.
There's an old adage for speechmakers, that you should, "Tell 'em what you're going to tell 'em; then tell 'em; then tell 'em what you told 'em.
There's no need to go over old ground, but you need to make sure the reader is on exactly the same page as you. The format of an executive summary is unregulated, so you can choose whatever font, margin size and layout suits you best.
However, form follows function as they say, and there are a few style choices that can enhance the reader's experience.
These are set out in the do's and don'ts section below. This report was commissioned to examine why the sales volume of Choice Chocolate has dropped over the past two years since its peak in and to recommend ways of increasing the volume.
These claimed to offer the consumers a healthy alternative. These factors appear to be the major causes of the decreased sales volume of Choice Chocolate.
The report evaluates this range and concludes that it would be an ideal candidate to meet the challenge presented by the market and could satisfy the new consumer demand since it uses significantly reduced milk and sugar ingredients and is endorsed by renowned health experts.
Executive Summary Every time a business or consumer purchases products or services they display forms of buyer behaviour that are influenced by many factors.
It highlights what type of consumer buying or business buying behaviours are displayed in the purchase of a product or service and explains why each behaviour may occur.
This enables a conclusion to be drawn from applying theory to reality. Write a brief review. What is the purpose of the company sponsoring the document, or of the original document itself?
What is its scope? Example: "Women World Wide is a not for profit organization that seeks to connect women all around the world with effective solutions to domestic violence, as well as offering a network of support for those suffering from domestic violence.
While operating from its headquarters in Alberta, Canada, it has received referrals from women in countries across the globe. Make the "grab" shine.
This section is probably the most important part of your entire executive summary. In two or three sentences you should tell the reader why your business is special.
Why does it deserve the scrutiny, business, or partnership of the people reading the summary? Maybe you just signed a partnership agreement with Google.
Maybe you were just awarded a patent, or maybe you just made your first big sale. Define the big problem. An ill-defined problem doesn't sound convincing, and won't set up your solution to be as impactful as it could be.
Example: "Los Angeles is crippled with traffic. It's not just annoying. The smog and pollution caused from gridlock is reducing worker productivity, increasing rates of asthma, and slowly creating a serious health problem.
There are more cars in L. Deliver your unique solution. The big problem is the easy part. Now you have to convince the reader that you have come up with a unique solution for the big problem.
If you deliver these two ingredients, you'll have the makings of a great idea. Example: " Innotech has created a groundbreaking traffic control system that shaves minutes off of commute time by installing patented "smart grids" into stoplight lanes that read the amount of cars in any given lane and direct traffic accordingly.
No longer will drivers of America have to stand at a red stoplight for minutes while the green light blinks for no cars in the other direction.
Talk about market potential. Elaborate on the big problem by providing stats for your industry. Be careful not to pretend that you have a larger market than you do!
Break it down to a realistic market potential. Incorporate your unique selling proposition. This is where you elaborate on your unique solution.
What specifically gives your product or service an advantage over the competition? Maybe your home health care service actually sends doctors to the home instead of just nurse practitioners, or maybe you guarantee same day visits so that you don't have to schedule ahead of time.
Point out why you are special. Example: "Intellilight has the added benefit of being able to detect when no one is home.
When a light is left on in an empty room, it automatically shuts off and turns back on again when it detects motion in the room.
This saves the customer money on their electrical bill and wastes less energy. Talk about your business model, if necessary. Some executive summaries will not need a business model.
Nonprofits, not for profits, and NGOs probably won't have a business plan. But if yours does, your business model needs to be clear and easy to follow.
A quick summary is all that is needed. Discuss your management team, if necessary. Depending on what industry you are in, this can be one of the most important parts of your executive summary.
Your investors or bankers are putting trust in the team, not the idea. Ideas are easy to come by, but executing on those ideas can only be accomplished with a strong team.
Quickly show why your team has the experience and knowledge to execute your business plan. Provide financial projections to support your claims.
Based on your market, your business model, and your historical performance, you need to develop a bottom-up financial forecast. The point of your projections is simply to demonstrate your competence, and your ability to build financial projections based on a sound set of assumptions.
If your plan is for a group of investors, don't spend too much time on this section because they know that you have no idea how much money you might make.
They will essentially make their own financial projections. Ease in to your request. Now it's time to request either an investment or loan, depending on the purpose of the executive summary.
You should restate why your company provides value. Remind the reader of the big pain that you are solving and your market potential.
Finally reemphasize your team and its ability to get the job done. Ask for the dollar amount needed to reach the next major milestone for your business.
Don't disclose how much equity you are willing to give up or what interest rate you are willing to pay. This should be done later through face-to-face negotiation.
Reread your summary.