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It's your company's first big PR break. A local reporterwants to interview you as an "up-and-coming"entrepreneur. You dream of the business this will bring in andworry that you won't be able to return all the sales calls fastenough. You're so busy fantasizing about the future that youdon't prepare for the present. The end result? You can'tdescribe your company in 25 words or less. You stumble overessential data: the date you opened, the market you'retargeting, the product lines or services you sell. You come offsounding more like a new employee than a business owner, and yousuddenly realize this was a test--and you've failed. To avoidthis fiasco the next time the media comes calling, prepare acompany profile. Designed to give the reader a "snapshot"of your business, it is a brief summary of the company and theprincipals involved.
The key word here is "brief." Miles Spencer,co-founder of Norwalk, Connecticut-based MoneyHunt Properties LLC,a multimedia company that helps entrepreneurs find financing,advises the profile be kept to one page. "Too much more, andthe eyes will glaze over," cautions Spencer, whose clients useprofiles as part of their efforts to solicit financial backing."Include in the first two or three sentences what's uniqueabout the business, why it's going to change theworld."
"We typically call this `the New York version'--meaningwe deliver it quickly, yet communicate the critical factors to theintended audience," says Lance Chastain, 37, president and CEOof Interex, a Wichita, Kansas, developer and marketer of computeraccessories and peripherals. Here's a look at the key elementsof a company profile:
1.Open with your "hook." What is remarkableabout your company? Maybe you offer a service that no one else doesor have the sole marketing rights to a particular product.Emphasize that which sets you apart from your competitors.
2.Describe your target market, current customer base and anysignificant projects you've undertaken. If your prospectiveand existing customer base is one which shows growth, such as theteen market, point that out as well.
3.Summarize your business background, emphasizing any pastsuccesses, either in the same field or in business in general.If it's the latter, the key is to draw parallels between thepast and present. Maybe you started a landscaping service duringhigh school, and now you own an interior design business. Differentfields, but both require a commitment to customer satisfaction andthe ability to meet deadlines. When your accomplishments aresupported by specialized training, you'll come across as atwo-time winner.
4.Talk numbers: sales history and growth. When did yourcompany open, how well have you done, and what future earnings areprojected? A short-but-sweet financial summary provides the readerwith just enough information to assess your company's successwithout disclosing sensitive information. You should also includethe business form (sole proprietorship, partnership or corporation)and stock information, if applicable. Be sure to mention any newdevelopments or expansions.
5.Close with the all-important contact information. Listyour name and that of other key contacts; mailing and streetaddresses; phone and fax numbers, including area codes; and e-mailand Web site addresses. After you've spent all that timedeveloping your company profile, make sure it creates the rightimpression. Use good-quality paper. Proofread carefully forgrammatical errors and typos. Your company profile not only has toimpress potential clients, but also has to catch the eye ofjournalists who see countless pieces of business information eachday.
Nancy Christie (http://home.earthlink.net/~nmchristie) is a freelance writer whospecializes in career and business topics.
Work It
How can you use your company profile? Let us count the ways:
- Include it in presentation folders and sales packets tointroduce prospective clients to your company.
- Attach it to press releases, press conference invitations andrequests for coverage to give the media accurate information andadditional details to round out stories. When in doubt, useit!
- Add it to the paperwork when seeking financial assistance fromlenders to show your business' strength and potential.
- Use it as a recruiting and training tool for new employees toeducate them about the company's background and goals.
Contact Sources
Interex, (316) 636-5544, ext.225
MoneyHunt Properties LLC, (203) 866-2503
