Blue Avocado.docx - Executive Summary Analysis The first...

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Executive Summary Analysis The first and certainly one of the more crucial components to a company’s business plan is the company. The executive summary should be the first section of the business plan that is seen by the reader and sets the first impression. In the case of Blue Avocado, the executive summary seems very attractive and as a reader it gives off the motivation to continue through the rest of the document. The beginning of the executive summary describes basics of the company such as ownership status, geographic location of the firm and overall objective of the company “to inspire consumers to reduce their ecological footprint with eco-chic products for life and home (Blue Avocado, 3).” The summary then goes into giving readers an idea of how much potential the market holds, in this case a $10 billon segment. Blue Avocado’s entry into this segment will come from the sale of their eco-friendly products such as: high-quality reusable shopping kits, lunch kits, a washable alternative to the Ziploc bag, recycling bins and eco-friendly travel and beauty items. Even though the reader is only a few lines into the document, the business plan has done a good job so far of giving the reader a lot of basic yet important information as opposed to creating a lot of “fluff” around it that tends to bore the reader. The summary then goes into talking about the new target market that the company is looking to attract; this is good because the reader can get a sense of future growth from the company. Now halfway through the summary is when there is more in depth information on Blue Avocado’s actual product and what makes it different. The products are made using special fabric and feature a label that gives the customer information on how their purchase has benefited the environment. One of the most important points that
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the summary touches on is their distribution partnership with a company that is well established and has been around for a long time. The partnership has been able to get Blue Avocado’s products into more than 5,000 major retail outlets. Overall, the executive summary is very well thought out and includes all of the information that it should. The summary gives information about what the company is, what it presently does, future objectives and more. It definitely captures the readers’ interest and makes it seem like the entrepreneurs do in fact know what they are talking about. Market Assessment The biggest advantage that Blue Avocado has going for it, is its growing trend of people who are becoming more "Eco-conscious" and an increasing population of people belonging to the LOHAS market. Particularly within the last 15 years or so, there has been a dramatic increase in people who have become aware of the seriousness of the environmental crisis affecting our planet. This has given an opportunity to companies to
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