A company profile is an important part of any business plan. It is a comprehensive yet brief description of your company, and since it is a part of your business plan, it should be updated regularly. It should be an informative document that highlights what the business stands for and where it is at any moment in time. It’s an opportunity to make a strong first impression on potential clients and investor and should be well-written and informative. Write it with a focus on your target audience. The document will be given out with your business plan to interested parties and will be referenced internally as well, so make sure you give it the time it deserves.
Below are 20 questions that should be answered in your profile. These will give you the opportunity to get to know your company and your goals and to think about your company from different perspectives.
- When did you begin your company?
- Why did you start it?
- Your company’s contact information: address, phone, email, website.
- What products do you make or services that you offer?
- If you are a designer do you offer custom one-of-a-kind work, limited editions or production jewelry or all or part of the above?
- What is your product/service specialty and differentiator?
- Are you selling to or serving wholesale, retail or both customers?
- Are you in the craft, fine/industry, art or fashion part of the jewelry world?
- Do you sell locally, regionally, nationally or internationally?
- Do you have any major clients you can reference?
- How many retail stores and ultimate consumers do you sell to?
- Who is your wholesale customer? Small independent stores? Art galleries? Museums? Large department stores? Internet websites? Traditional jewelry stores? Boutiques?
- Who is your ultimate retail customer? Art collectors? Mothers? People getting married or making a commitment? Children? Individuals in a specific religion?
- What software, technology or social media capabilities do you have to meet your customers needs?
- Do you have any copyrights, patents, or trademarks?
- Do you have a Jewelers Board of Trade rating (JBT)?
- What is the background professionally, educationally, and artistically of the company’s owners, employees and/or subcontractors.
- What professional organizations are you a member? Do you have any specific certification?
- What are the top three to five competitive advantages your company has?
- What are the top successes the company has experienced?
Once you have answered these questions, write them up in a concise, easy-to-ready manner. I highly advise using bullet points. Make your presentation creative and visually pleasing. You want to emphasize that you are a creative business, and it should be seen in everything you do, including your company profile.
What have you learned about your business you never really thought about before? Did you get a different perspective from describing it in a more business-like manner? Did you enjoy the process? Let us know in the comments section.