Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.
The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of coffee shop you are operating and the status; for example, are you a startup, do you have a coffee shop that you would like to grow, or are you operating a chain of coffee shops.
Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the coffee industry. Discuss the type of coffee shop you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.