Business profile PDF download for start-ups and small businesses
This post includes a downloadable PDF business profile that start-ups and small businesses can use to understand, unpick and communicate their business effectively to others.
At the start of a branding project I send out this PDF to my clients as it will inform the strategy behind the design.
What is a business profile?
A business profile is very similar to an elevator pitch or resume that informs others of the main elements and purpose of your business.
A business profile gives an overview of your businesses past, present and future.
1. What does your business do?
You should be able to answer this question in a few sentences.
Introduction – Who you are and what you do.
Content – How you do it and who for.
USP – Your unique selling proposition, why do your customers choose you over your competitors?
2. The industry
As a designer this is very important that this answer is clear and definitive as it will inform how the brand will visually sit in that industry.
Some industries have very specific ways of communication and visual queues that will automatically register with customers in that category.
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3. Establish date
When was your business established? An establish date could inform a designer to make your brand feel old and hold lots of heritage or modern, young and new.
Storytelling is an extremely powerful communication tool, we as humans construct narratives to help us make sense of the world.
4. History/story
How did this business come about? What was the journey like?
Storytelling is an extremely powerful communication tool, we as humans construct narratives to help us make sense of the world. Stories create an emotional connection to others when we share them and we find that information much easier to understand and remember.
As a designer I often find nuggets of gold in a brands story which can go on to inform a visual identity which holds a lot of power in its story.
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5. Number of employees
It can be useful to know the size of the business as it could determine a more corporate look and feel or more of a personal brand.
6. The team
6. Describe its personality
7. Mission statement
A mission statement is the businesses purpose, it explains a company’s culture, values, and ethics.
8. Vision statement
A vision statement is what you want the business to achieve, it can inform the direction the business will head in the future.
9. Brand values
Like personal values, brand values are beliefs that your business stands for. Values serve as a compass that can help guide your brand story, actions, behaviours, and decision-making process.
10. Products
Do you have products? And if so what are they, what do they do, what is their USP?
11. Price range of products
This will help determine where you need to sit in the market are you low end, high end or somewhere in the middle? The price point can influence how the brand design or packaging should look.
12. Services
Do you offer services? And if so what are they, what do they do, what is their USP?
13. Price range of services
This will help determine where you need to sit in the market are you low end, high end or somewhere in the middle? The price point can influence how the brand design or service should be presented.
14. Physical or virtual business
Do you have a shop or an office or is everything you do purly online?
15. Customers point of contact
Where do your customers find you? How do they buy from you? How do they communicate with you? How do you follow up with them?
16. Awards or recognition
Are you a leader in this industry? Do you have sustainability credentials? Anything that your business has over its competitors that can you give a point of difference.
17. Point of difference
Why do your customer choose you over your competitors? What makes your business different and unique?
18. Top 3 competitors
Everybody has competitors of some sort. Name 3 business that are closest to you in terms of size, services or products they offer, price points, basically all of the information answered above.
19. Competitors successes
What do those 3 competitors do well? What are you envious of, wish you had thought of.
20. Competitors failures
What do those 3 competitors do not so well? What do you think they could improve upon or change?
21. Competitors you want be
It could be a combination of 2 immediate competitors or a competitor that is a lot further along in their business than you are.
22. Short term goals
What do you want to achieve in the next year? It could be launch a new product or service, turn over x amount of money, hire an employee.
23. Long term goals
Where do you see your business in the next 5-10 years? You might want to be able to sell your business or pivot into a new area.
24. Dreams
There are no limits, if money and time were no object what would you want to do with your business?
25. Extra information
This section is for anything you think that might have been missed or needs to be communicated to the person who will be receive your business profile.
Summary
I hope that this business profile breakdown was helpful for not only you as a small business owner or start-up but will also be helpful to whom may receive it.
Like mentioned as a brand designer I will send this exact document to my clients which will then be accompanied by a call which will help inform the strategy behind the brand design. Read about my brand process by clicking the button.
