“People don’t buy what you do; they buy why you do it.
And what you do simply proves what you believe.” Simon Sinek
So, you’ve taken the leap and decided to start your own company. And, no doubt, as you start talking to people and telling them about your new business, they are going to want to know more about what you do. A company profile is a great tool for introducing your company to your potential clients to give them an overview of your company and what it offers.
Here are some guidelines you can use when drafting the various sections of your company profile:
1. Introduction
Use this section to speak about your company and give a brief overview of what it stands for and what it offers. It does not have to be lengthy, but it should definitely be original. It must convey what value the company will give to the client. In this section, speak to what the client will become after engaging with your organisation. Your introduction should answer the following 3 questions:
2. About Us In this section talk briefly about why the company was formed and why it does what it does. On a high level, talk about what you offer to clients and again link to what they become after engaging with your organisation. This section should answer the following 3 questions on a high level:
3. About the directors/founders/team Many new companies skip this section and miss a valuable opportunity to showcase the human side of their company. One of the key benefits of including the human component of a company is that it enables potential clients to connect with you, the people at the centre of the organisation. They will then view the company as a supporting entity linked to a person or group of people who can add value to their lives, rather than a faceless entity. Use this powerful section to showcase the background, credentials and talents of your team and their passion for the organisation’s vision. 4. What sets you apart In this section describe exactly why a client would want to engage with you, rather than with your competitors. How is your offering different? What’s new, exciting and unique about your product or service? Is it an innovative feature of your product or service, or the way you interact with your clients, or do you offer other value added services? This section should answer the following 2 questions:
5. Vision At the pinnacle of success what do you envision your company being? This is vitally important in communicating to your potential clients where you are going and what the aspirations of the organisation are? For a client to partner with your organisation and utilise your services, they need to be excited about what your aspirations are as you are also subconsciously communicating to them that in partnering with you, they will become that too. The phrasing of the vision statement is also critically important – phrase it in the sense of having already attained that state rather than still becoming. This section should answer the question:
6. Purpose This section highlights the reason WHY the company exists and got into business in the first place. This is an ideal opportunity to inspire your clients. This is probably the shortest and at the same time the most important component of your company profile. If you can communicate to your clients simply yet powerfully why you are in business, you have succeeded. Answer the following 3 questions and combine it into a short inspiring statement:
7. Mission After having articulated what the organisation wants to be, and why it is in business, the next thing is to clarify what it does, specifically. What is the organisation tasking itself to do in order to fulfil its purpose and achieve its vision? An important point to note in this section is that the points highlighted in your mission should speak directly to the needs of the client. He or she should be able to know from reading this exactly which need of theirs will be addressed by engaging with this organisation. Use the following 2 questions to unpack this:
8. Core Values Your core values are the core characteristics that define what’s important to your organisation and guides how it does business from day to day. It is what creates and shapes the personality of the organisation. An important point to note is that the core values must align completely with the personal core values of the directors of the organisation and must carry through in every activity of the organisation. This is what gives your organisation credibility. People always act in alignment with their core values and consumers can immediately sense when the values of the organisation are misaligned with that of its leaders. Ask yourself the following question:
9. Products/Services Now that we have communicated to our clients what the organisation’s mission is, i.e. what the organisation has been tasked to do, you now need to highlight what products and services you can offer that will deliver on that mission. This must be a packaged offering of the solution you will be providing. In this section simply list the products or services and give a brief description of each. Answer the following question:
Good luck creating your company profile!
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Meera JeramI am passionate about helping people and organisations to achieve excellence by inspiring, empowering and enabling them to achieve their goals. ArchivesCategories
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