How do I compile a professional business profile?

What to include in your business profile.

Answer / Solution

A business profile  is essentially a marketing tool. The purpose of a business proposal is to persuade investors, potential customers and even a government body to choose your goods or services. In a way, a profile is your company’s brag sheet, used to explain to investors and possible clients what your company can do for them.

Your Business Profile Objectives

You business profile needs to show prospective clients and partners that:

• You are a trustworthy, professional organisation
• You understand your client's needs and requirements
• Your products and/or services match their requirements
• You have a proven track record with solid references

How to Write a Business Profile

Here are the important points to include in your business profile:

1.    Company Particulars:

• A brief company background: When, why and by who was the business established
• Founders/Director’s credentials: A brief background on key players in the business – their qualifications and career experience
• Company contact details: Telephone, email, website and physical/postal address details

2.    About The Business:

• The business footprint: regional, national, international?
• What differentiates your business from competitors
• The products and/or services your business offers
• What are the benefits offered through your products or services
• Your customers: Which target market do you appeal to and how do you reach them
• BEE status
• Other legal compliance
• Industry body memberships and/or affiliations

3.    Company Achievements:

• Details and photos on successful completed projects, product launches and/or services delivered
• Has your company won awards? Provide details and explain the significance.
• Has the business been recognised in the media? Include press clippings.
• Milestones in your company’s history. Provide a timeline detailing key moments and successes in the business.

4.    Testimonials and Case Studies:

• Do you have satisfied customers who are willing to recommend your company. Include their photos, brief testimonials and contact details.

Business Profile Presentation Tips:

1. Keep it simple

• Use precise and use simple language
• Jargon and technical terms can be hindrance in the process of communicating important information aimed at attracting potential investors and/or clients

2. Keep It Short

• Prospects and executives are busy, they don’t have time to wade through reams of information. Edit out all superfluous information

3. Ensure It’s Error Free

• Spelling and grammatical errors spell doom for any business profile
• Make sure page numbers, dates and other figures are correct
• Check that your font sizes and other formatting is consistent throughout the document
• Keep the profile up-to-date

4. Remember Your Audience

• The information required by a potential investor will be different from that required by a potential customer. Tailor your proposal to suit needs of the reader

5. Use Company Branding

• Include a high quality, colour logo
• Use your corporate colours in the presentation

6. Limit The Frills & Fanfare

• Go easy with fancy borders, busy fonts, bright colours and clipart
• Only include elements that enhance your presentation, not detract from it
• Remember, less is (often) more

7. Convey The Company’s Personality

• A well-written company profile should contain not only descriptions of products or services, but also convey some sense of personality of the business and its key executives

Published | Editorial Disclaimer
© Entrepreneur Media SA (Pty) Ltd. All rights reserved.

We respect your privacy. Unsubscribe here