This document provides guidance on writing a company overview, including sections to cover such as introduction, slogan, mission statement, history and current status. It recommends including the company's name and location in the introduction. The overview section should describe how the company's idea meets customer needs and major achievements. The nature of business section should explain the market needs, satisfaction method, and customer segments. The mission statement should uniquely define the company's purpose and reason for existing. The current status should explain why the company will succeed through elements like customer satisfaction, efficiencies, personnel and location.

1. Module 12.5
Writing a Company Overview
Jim Beach & Chris Hanks

2. © School For Startups. All Rights Reserved.
4 Things
• Introduction
• Slogan (4-10)
• Mission Statement
• History & Current Status
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3. © School For Startups. All Rights Reserved.
Introduction
• Name,
• Location,
• Organization
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4. © School For Startups. All Rights Reserved.
Overview
• If the story of where the idea for the company
came from is interesting or heartfelt, tell it.
• If not, tell how your idea will meet a compelling
need
• Brief timeline about major achievements
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5. © School For Startups. All Rights Reserved.
Overview
• Allow reader insight into how you shaped the
ideas for your product or service and how you
determined its positioning strategy/
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6. Overview
© School For Startups. All Rights Reserved.
• “A concept statement that outlined the company’s
initial business concept was distributed to 15
industry experts who suggested we broaden our
product line in select areas. As a result, we plan
to complement our product line with…. “
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7. © School For Startups. All Rights Reserved.
Nature of Your Business
• Marketplace needs to be satisfied
• Method of need satisfaction
• Individuals / organization with the needs
• Describe the problem
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8. © School For Startups. All Rights Reserved.
Slogan
• Pithy 4 to 10 word statement of company purpose
• Use in business plan, advertising, descriptions of
business, business cards, …
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9. © School For Startups. All Rights Reserved.
Mission Statements
• What is a mission statement?
• What makes a good mission statement?
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10. Mission Statements
© School For Startups. All Rights Reserved.
Fast Food Industry
To make, distribute and sell the finest quality
all-natural ice cream and related products in
a wide variety of innovative flavors made from
Vermont dairy products.
Ben & Jerry‘s
To satisfy the world's appetite for good food,
well served, at a price people can afford.
McDonald’s
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11. Mission Statement
© School For Startups. All Rights Reserved.
LL Bean
Sell good merchandise at a reasonable
price;
Treat your customers as you would your
friends.
Leon Bean, 1911
Collins and Lazier, Managing the Small to Mid-sized Company
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12. Mission Statements
© School For Startups. All Rights Reserved.
General Electric
Become #1 or #2 in every market we serve
and revolutionize this company to have the
agility of a small enterprise.
Jack Welch, 1983
Collins and Lazier, Managing the Small to Mid-sized Company
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13. Mission Statements
© School For Startups. All Rights Reserved.
Shipbuilding
We will always build good ships.
At a profit if we can,
At a loss if we must,
But always good ships.
Bath Ship Works
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14. Mission Statements
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World War 2 England
Our whole people and empire have vowed
themselves to the single task of cleansing
Europe of the Nazi pestilence and saving the
world from the new dark ages. We seek to
beat the life and soul of Hitler and Hitlerism.
That alone. That all the time. That to the end.
Winston Churchill, 1941
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15. © School For Startups. All Rights Reserved.
Mission
• Not a mini-overview of business
• Describes what makes you unique
• Honest – not something you are not
• Convey passion and stick in mind of reader
• Define your reason for being
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16. © School For Startups. All Rights Reserved.
Mission
• Be risky and challenging, but achievable
• Use a tone that best reflects your culture
• Be something that everyone involved with the
firm can relate to
• Involve everyone on team in its creation
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17. © School For Startups. All Rights Reserved.
Status Today
• Why will you be successful?
• Superior customer need satisfaction
• Delivery efficiencies
• Personnel
• Geographic location
• Method of need satisfaction
• Individuals / organization with the needs
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18. © School For Startups. All Rights Reserved.
THANKS!
Buy or Review!
Next: Lesson 6
Company Overview
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