Business Plan Series: Part 3 - Corporate Overview

Last time we discussed the importance of analyzing the market and setting up the problem(s) that exist so you can address.

Some cases you will want to answer in a shorter format what your company does and the problems it is fixing. This also the time to discuss vision and overall goals. This is what many call the “Company Overview”. Think of it like a birds-eye view of the company as it currently exists and where you envision it to be in the future. This is almost a quasi executive summary because you are trying to tie a number of elements into a picture that people understand and see where you are coming from.

You need to include the following things:

Company Description - This is a paragraph or two that is the core message and history of the company and if people read only this they should get what you are trying to do.
Mission - What are the guiding vision points for this company? Provide X, Support Y?
Goals and Objectives - This is the place for major milestones including revenue, customers and other important metrics.
Structure - This is for legal and tax structure plus owners/stockholders
Core Competencies - This is to close up the section with powerful value propositions and differentiators that will go into more depth in the the sales and marketing section. Right now it is about showing that you have the resources and wherewithal to build the business.

You might also want to include investor and company highlights to build the story you are trying to tell.

NEXT TIME: PRODUCTS AND SERVICES - After you have explained how compelling the problems and needs are and your vision for the company you will need to discuss the solutions your company provides to answer the problem.

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About the Author: Steve is currently Managing Consultant for Appsolve, Inc., a Product Development, Management and Marketing firm. Steve is also an expert in personal branding and is an avid pilot, musician and photographer. He currently resides in Columbia, MD, USA.