Instagram has been a dominant social media marketing channel for quite some time. This is especially true for eCommerce companies that have access to an Instagram-focused platform that has enthusiastic followers and high engagement.

Instagram has evolved and grown at a similar rate to Facebook over the years. It adopts new features at lightning speed and becomes more valuable for users and merchants alike.

This guide will explain all the basics of Instagram marketing. It includes how to optimize your profile and create captivating content. How to get more results using both Stories and feed content. And how to measure your progress on Instagram.

Instagram: Why should you use it for marketing?

Many small businesses use Instagram as a key part of their marketing strategies. It’s a popular platform for small businesses. It boasts a diverse and large audience of more than one trillion monthly active users, and 500,000,000 daily Instagram Stories users who are happy to engage brands.

Read: How to Build an Inclusive Training Program with IDOL Courses

Optimize your Instagram Profile

The basics of setting up an online account are well-known to merchants. You need to enter your contact information and have a keyword-optimized description. Don’t forget the emojis! Choose a profile photo that is easily identifiable like a logo. This is a great place to start.

The following should be included in your Instagram profile to get the most from the space you have.

• Clickable hashtags. These hashtags can be added to your profile description by typing # followed by the desired phrase. This is just like a post. It is a great idea for businesses to focus on their branded hashtag. This will help you to work with the Instagram algorithm.
• Clickable profile links. This can be used in many ways. You can create a link in your bio page with a tool such Linkpop. This allows you to curate and display products and store them online using one link. In your Instagram bio, you can add clickable links that take you to other profiles. You can link to a sister profile by creating a clickable link. Link to another merchant if you are hosting a contest. If your brand is compatible with this feature, you can use it to link to your personal profile.
• Story Highlights. This feature is relatively new and allows you to add “expired”, Stories to different featured categories. These stories will appear above your Instagram feed. This allows you to showcase key Instagram content such as UGC and posts that highlight your brand’s story.
• Click the Shop button. You can also place a call to action button on your profile that directs your followers to your app store.

Create your content strategy

Instagram is home to one of the largest user bases. 63% of Instagram users log into the app at least once per day, spending on average 28 minutes. More than 200,000,000 Instagrammers visit profiles at least once per day within these 28 minutes.

You need to understand which types of posts are most successful if you want to make Instagram a success. Although every person is unique, there are many data points that can help us get an idea of where to start.

They are very open to seeing what types of Instagram posts they want to see. They are happy to see product photos, motivational quotes, and tutorials, as well as images shared by other users (i.e. user-generated content). They want variety. If you use the same type of post too often, they will get bored or annoyed.

Videos are more valuable because they share more information with users. However, high-quality photos get 36% less engagement than the average. Keep it short if you plan to use video for Instagram. Most Instagram users use their phones to access the site. They don’t tend to stay on the site for more than 10-15 seconds.

Also, you should change the camera effects to avoid giving users headaches by using Boomerang on every post.

The aesthetics of images and videos are important in many ways. Instagram is a visual-centric platform.

We know what works best on Instagram.

• It is better to have lighter images than darker ones.
• It is preferable to have more background or white space.
• Images with more blue dominant colors performed better than images with red dominant colors. Images with one dominant color performed better than images with multiple dominant colors.
• Contrasting textures are more popular than images that have the same texture.

There are many ways to interact with your Instagram audience, including product carousels and interactive content such as Reels. You just need to have a little knowledge. Use these suggestions and create your first Instagram marketing strategy.

Read: How to turn off a business account on Instagram?

The bad news is that executive summaries are critical documents and can be difficult to write. The executive summary serves multiple important purposes. Executive summaries can be used to outline every section of your investment proposition, business plan, or project proposal. They are also used to present your project or business to investors and other stakeholders. It must be compelling to get their attention.

Because it is at the top of the pile of documents, everyone will be paying attention to the executive summary. This puts pressure on you. It will explain everything that follows and make or break your project plan. It must be able to identify the needs of potential investors or clients and then zero in on them. We’ll help you write and format an executive summary that does exactly this.

What is an Executive Summary?

An executive summary is a brief section within a larger document such as a project proposal, investment proposition, or business plan. This summary is used to provide investors and stakeholders with a brief overview of key information regarding a business plan, such as the company description, market analyses, and financial information.

It includes a brief statement about the problem or proposal as well as background information, analysis, and a conclusion. Executive summaries are important because they help investors and executives decide whether or not to proceed with the proposal. Pitch decks can be used in conjunction with executive summaries to discuss the main selling points and benefits of a project or business plan.

An executive summary format, unlike an abstract, is a concise overview of the contents of the proposal. Abstracts are used more often in academic and research-oriented writing and serve as a teaser to the reader so they can decide if they wish to continue reading.

It can be difficult to organize everything for your executive summary.

How to write an executive summary

Depending on what document they are attached to, executive summaries can vary. An executive summary can be written for a business plan or project proposal, research paper, business case, and other documents.

There are some guidelines that you can follow when writing an executive summary.

Executive Summary Length

According to many books on executive summaries and training courses for professional speakers, the agreed-upon length for executive summary formats should be approximately five to ten percent of the entire report.

Use the appropriate language

It is important to use language that is appropriate for the intended audience. Before you can write professionally, it is important to understand the audience you are writing to. The language you use to write for a group consists of engineers. This is different from what you would use to communicate with financiers.

This includes not only the words but also the content and depth of explanation. It’s a summary. People will read it to quickly and easily find the key points.

Pithy Introduction

In the first paragraph, you want to grab a reader’s attention. A strong opening paragraph can draw a reader in, and encourage them to continue reading. But, it doesn’t have to be a joke. Jokes can be difficult. Keep your strengths in check, but keep in mind that most readers will only give you a few sentences before moving on.

It is important to describe who you are as an organization and why you have the experience, skills, and personnel to solve the problem in your proposal. You don’t need to write a long biography. Often, your name, address, and contact information are sufficient. However, you should highlight your strengths in relation to the business plan.

Relevant Information

It should not be different from the material following it. This summary is not meant to be a place for new ideas. This would confuse the reader and could jeopardize the whole of your proposal.

Establish the problem or need and convince your target audience to solve it. Once you have established the problem or need, it is important to propose the solution and demonstrate the value. Your recommendation should be clear and concise.

Justify your cause. Make sure you note the reasons your organization is the best fit for the solution that you propose. This is where you stand out from your competitors. testimonials from satisfied customers, methodology, or any other unique feature you provide. Don’t let this be about you. Keep the name of your potential client in mind.

Do not forget to conclude strong. This is where you can summarize and highlight the key points.

What to include in an Executive Summary

Your executive summary should reflect the content of the larger document it is part of. There are many examples of executive summaries on the internet, but we will focus our attention on project proposals and business plans.

How to write an executive summary for a business plan

Your executive summary should summarize the key points from each section of your business plan, as we have seen. A business plan describes the business’s business model, products, and services, as well as the objectives and marketing plan. Startups use them to present their ideas to investors.

These are the most frequently used sections of a business plan:

• Description of the company
• Products & Services
• SWOT Analysis
• Market Analysis
• Marketing Plan
• Financial Planning
• Funding Request

Executive summaries can also be used to describe the components of a project plan. Let’s find out what these elements are.

How to write an executive summary for a project proposal

A project proposal executive summary will summarize the most important information in your project management plan. This is the structure of our executive summaries template.

• Introduction: Why is your project important?
• Company Description: Let us know why we’re the best team for the job.
• Problem/Need: What’s the problem?
• Unique Solution: How do you define your value proposition? What are your main selling points?
• Proof: Research, evidence, and feasibility studies that show how your company can resolve the problem.
• Resources Outline all resources required for your project
• Return On Investment/Funding Request Please explain the profitability of your project as well as what the investors can expect.
• Market Analysis/Competition: Who is your target audience? Which are your competitors? What makes your company different from theirs?
• Marketing plan: Make a marketing strategy to describe your company’s sales, marketing, and partnership plans.
• Budget/Financial planning: What budget baseline do you need to plan your project?
• Timeline: What’s the estimated timeframe to finish the project?
• Team: Who and what are the members of the project team?
• Conclusions

You now know that executive summaries are different depending on what type of document you are working on. This is why you can use our executive summary template.

Executive Summary Template

Here’s how to combine all that information into an executive summary sample. This information can be found in our free executive summaries.

• Introduce, make sure you know your audience
• A bulleted table of contents is used in the table of contents
• Describe the role of the company and identify its strengths
• Describe the need or problem and the importance of it
• Provide a solution recommendation and its value
• Explain how the solution fits into your organization.
• A strong conclusion that again highlights the importance of this project

It can be used as an example executive summary and you can add or subtract elements to make it more suitable for your purposes. This sample executive summary contains the key elements you will need to create a project or business plan executive summary.

What to do after writing an executive summary

You should always begin with a draft, as with all writing. While your first draft should meet all of the above criteria, don’t let yourself get too bogged down in perfecting the prose. The first draft should be viewed as an exploratory mission. The goal is to gather all relevant information.

You should then go through the entire document and make sure nothing is missing or unclear. You should ensure that the document is clear and concise and speaks directly to the needs of your potential client.

Style and Grammar Proofread

The writing is just as important. You must ensure that your writing isn’t repetitive, cliche-like, or any other signs of poor writing. You don’t seek the Pulitzer Prize in Literature. However, you don’t want the reader to lose the reason why your organization can help them succeed.

Style is just as important as content. Your target audience will appreciate your natural style and informality. Formalism may be necessary if they are a conservative company. Modern companies are more casual in their corporate culture and formal writing might lead to them mistakingly identifying you as outdated and old.

Proofreading of the copy should be done at the end. This means that you should double-check the copy to ensure spelling accuracy and grammatical errors are corrected. The executive summary author is not the best person for editing it. Because they are familiar with the work, they can quickly overlook errors. Look for someone who is proficient in copy-editing. It is a sign of lack of professionalism and a reflection on your company that you are delivering sloppy content.

Critique of Executive Summaries

Every argument requires a rebuttal. While we support the use of executive summaries, it would be remiss to not mention some criticisms. Most people believe that an executive summary is too simplistic to accurately capture the complexity of large, complex projects.

True, many executives may only read the summary and miss the nuance of a proposal. This is a risk. If the executive summary is written in accordance with the above guidelines, it should provide a complete picture of the proposal. It should also encourage the reader to dig deeper into the documents for more details.

Executive summaries can be poorly written or very well. Executive summaries can be poorly written or not focused on the results or solution to the problem. They may also present information in a generalized way that is confusing or irrelevant to the reader. It’s possible to do many things wrong but the responsibility of following the rules falls on the reader.

A business plan is a document that describes your business’s financial goals, and how you will achieve them. You can share a strong, detailed plan with potential investors, lenders, or other partners to provide a roadmap for your business’s next three-five years.

1. Write an executive summary

This page is your business plan’s first page. This page is your elevator pitch. The mission statement, brief description of products and services, and a summary of your financial growth goals should be included.

Although the executive summary will be the first thing investors read, it is often easier to write it last. This allows you to highlight the information you have identified and write other sections that provide more detail.

2. Description of your company

Next, your company description should include information such as:

• The registered name of your business.
• Your business address.
• Names of key employees. Highlight the unique talents and technical expertise of members of your team.

The company description should include information about your business structure, such as a sole proprietorship or partnership. It should also mention the percentage ownership of each owner and how involved they are in the company.

It should also include information about your company’s history and current business. This section prepares you to share your goals with the reader in the next section.

3. Describe your business goals

An objective statement is the third section of business planning. This section outlines exactly what you want to achieve in the short- and long-term.

This section can be used to explain why you need the funds and how they will benefit your business. It is important to clearly explain the investment or loan opportunity and the benefits it will bring to your business.

If your business launches a second product line and you need to explain why the loan is necessary, and what you expect sales to rise over the next three years.

Read: Why 90% of startups fail and how to become profitable

4. Description of your products and services

This section will provide details about the products and services that you offer or plan on offering.

The following should be included:

• A description of the operation of your product or service.
• Your pricing model for your product/service.
• These are the typical customers that you serve.
• Your supply chain strategy and order fulfillment strategy.
• Your sales strategy.
• Your distribution strategy.

Also, you can discuss pending and current trademarks or patents that are related to your product or service.

5. Conduct market research

Investors and lenders will be interested in what makes your product different from the rest. Your market analysis section should include a description of your competitors. You can discuss what they do well and what you could do better. Explain to them if you are serving a niche market that isn’t being served.

Read: Here are some ways you can help local businesses

6. Your marketing and sales strategy should be outlined

This section will address how to convince customers to purchase your products and services or how to build customer loyalty that will result in repeat business.

7. Do a financial analysis of your business

You may not have enough information about your financials if you are a startup. If you have an existing business, however, you will need to include income statements or profit-and-loss statements, a balance sheet that lists assets and liabilities, and a cash flow statement showing how cash is coming into and going out.

Other metrics that you might include are:

• Net profit margin is the percentage of revenue that you keep as your net income.
• Current ratio: This is the measure of your liquidity and ability to repay debts.
• The ratio of accounts receivable turnover: This is a measure of how often you collect on receivables each year.

This area is great for displaying charts and graphs to make it easier for people to understand your financial health.

8. Financial projections

If you are looking for financing or investors, this is an important part of your business plan. This section outlines how your company will make enough profit to repay the loan, or how investors will be able to return a reasonable amount.

This section will allow you to provide information about your business’s sales, expenses, and profit estimates for at least three years. Future numbers are available if you have a new loan.

Accuracy is crucial. Before making projections, carefully review your financial statements. While your goals might be ambitious, they should be realistic.

9. An appendix can be added with additional information

You should list any additional information that is not included elsewhere. This includes resumes of key employees and licenses, equipment leases and permits, receipts, and bank statements. Contracts and personal credit histories. You may consider adding a table to the end of the appendix if it is too long.

Tips and resources for your business plan

These are some tips that will help you make your business plan stand out.

Don’t be too optimistic: A local bank loan officer will likely know your market well if you apply for a loan for a business. Unreasonable sales estimates could hurt your chances of getting a loan approved.

Proofread: Grammatical, punctuation, and spelling errors can make it difficult for potential investors and lenders to see your business. You might hire a professional writer, proofreader, or copy editor if editing and writing are not your forte.

U.S. Small Business Administration’s Small Business Development Centers can be used as a resource. They offer free business consulting and assistance with the development of your business plan.

For more information about creating your business plan, you can read a recent interview by Ken Watterworth.

It is much more difficult than people realize to start a business. Rarely does a business become so well-informed about its niche that it is able to scale with minimal effort? Why do so many startups fail, you ask? How many startups actually fail? 

About 90% of startups fail. 

These are just a few of the many reasons why businesses fail. 

Here is what you need to know before you start your own business.

What is a startup

A startup is a company in its initial stages of business. Founders finance startups and might try to attract outside capital before they are successful. Family and friends can provide funding, as well as venture capitalists, crowdfunding, and loans.

Startups are simply new companies; they are businesses that have been created recently. Many business schools have developed a new definition of startup over the past five years.

Business leaders have defined a startup as “a temporary organization designed to look for a business model that is repeatable and scalable.” Startups look for attractive business models, while companies are focused on executing them. This distinction impacts the nature and requirements of both types of organizations.

Why do startups fail

Cash flow problems, which are very common in startups, are one of the leading reasons startups close down. Even if investors aren’t backing out, startups can still fail if they don’t satisfy customers’ needs or their pricing is too high/low. Business owners say the main reasons for failure are money running out, not being in the right market, poor research, bad partnerships, and ineffective marketing.

Finding the right market

A product must be market-ready. This means that customers will pay for the product they are used to buying in order to solve their problems. It is important to start researching the details of your new venture before you begin thinking about the product. You can promote your product by creating a landing page. This will help you get traffic and measure engagement.

It’s also common for products that are well-marketed to not be properly promoted. Either companies sell their products in a way they don’t appeal to an audience or they don’t know what people want and push the wrong features. It doesn’t matter if you have the most amazing product in the world. But if it isn’t known about and not appealing to the right people, it will not sell. Many startup founders are so enthralled by their product that they neglect to market it.

Poor market research

Market research is essential to maintaining your brand, meeting client expectations, recognizing potential opportunities, increasing profit margins, and being competitive. Without data from your market and consumers, it’s difficult to prove that your products and/or services address the actual needs of your target audience.

You can learn a lot about your industry and the competition, which will help you to market your business to those customers and clients. You may be able to learn how to interact with them, how your business compares to others, and how to guide your future actions.

It is possible to create a framework based on facts for projecting profitability and sales by understanding how to conduct market research for startups. It could be the difference between making great decisions that will help your business grow or making poor decisions that will cause it to collapse.

The wrong partnership

A successful business partnership should be built on the strengths, talents, personalities, and experience of both potential partners. Relatives and friends must bring more to a business partnership than their personal relationships with you.

Separate your business and personal lives. That way, you’ll be able to have frank and open discussions with your partner(s) about difficult business decisions, goals, and finances–discussions that a close personal relationship can make difficult.

It is essential to have a complete partnership agreement before you start a business.

Ineffective marketing

A business can be described as a combination of marketing and bookkeeping. It doesn’t matter what product or service you offer, as long as you can excel in both of these areas, you will be successful. Most entrepreneurs are not experts in their field. Instead of struggling with your marketing campaigns, outsource this part of your business. Although it is expensive, the results will be worth it.

It doesn’t matter how amazing your product is. If no one knows about it, it will fail. Poor marketing is one of the main reasons startups fail. I get lots of questions about it. Although you don’t need to hire a professional PR staff at the start, it’s a good idea to learn from failed startups and not ignore marketing. Yes, even if you are bootstrapping.

Running out of money

The worst thing you can do when faced with a difficult situation in your company is to ignore it. There are still many options if money is tight in your company, but they will diminish as your situation gets worse.

To face the facts you must first understand them and assess the severity of your problem. You should focus on your cash flow statement and balance sheet. Calculate your long- and short-term cash needs in terms of decreasing expenses (lower your burn rate), and increasing cash coming into the business.

Cut costs when your business is struggling to make ends meet. There are many ways you can cut costs. You could cancel subscriptions or take a pay cut.

How Can You Successfully Scale a Startup?

Scalability is about having the right systems in place and people to support your growth. These are some things you should be thinking about as you plan to scale your startup.

• Find out how you can automate and outsource anything that is not directly related to your core competencies.
• Be disciplined about your spending. Spend your money only on people and features you are ready to use.
• Your business should be scalable. If the product or service requires it, there’s nothing wrong with staying small and lean.

It is essential to identify, verify, and make available the current status of a company’s scale-up status. Accessing better, more timely data about scale-ups is critical for productivity.

When companies “scale”, they increase their revenue exponentially without investing a lot in acquiring more resources. This means that they can improve their profit margins while keeping costs low. Startups are especially obsessed with productivity. If you follow this outline you will have a better understanding of why most startups fail and how to avoid failure when starting a business.