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In this tutorial, Alex from HubSpot explains how to write an effective executive summary for a business plan. Given that business plans can be lengthy, an executive summary serves to guide readers by highlighting essential points. He defines an executive summary as a concise overview at the beginning of a business plan, designed to capture the reader's attention and encapsulate key information about the company and its short-term and long-term goals. Alex emphasizes the importance of achieving a balance between brevity and clarity in crafting a good executive summary. Further details on effective writing techniques will follow in the tutorial.