How To Create the ULTIMATE Company Profile for Your Small Business (FREE TEMPLATE)
Summary
TLDRIn this informative video, Tory, a marketing manager at HubSpot, guides viewers step by step on crafting a compelling company profile. Emphasizing the importance of a strong first impression, Tory covers the profile's purpose, choosing the right style, and tailoring content to the audience. She provides actionable tips, from articulating the company's 'why' and history to showcasing the team, mission, and vision. The video also highlights the value of customer testimonials and awards, concluding with the significance of a well-constructed profile in attracting funding and customers.
Takeaways
- 😀 A company profile is crucial for making a strong first impression and can be the difference between securing funding or attracting customers.
- 📝 The primary goals of a company profile are to connect with customers and attract investors for funding opportunities.
- 🤔 The purpose of the company profile should guide the content inclusion and tone, depending on whether it's aimed at customers or investors.
- 📈 For investor-focused profiles, it's essential to include data such as company revenue, customer retention, and performance metrics.
- 🎨 The style of the company profile should match the business's nature, with traditional businesses using a traditional format and creative fields opting for a visually appealing style.
- 🏷 The cover page should include basic information such as location, website URL, contact info, and the established date.
- 📖 The company summary should tell the story of the business, focusing on authenticity and the unique journey of the company.
- 🕰 The company history should list notable moments in chronological order, keeping it engaging and readable.
- 👥 'Meet the team' section personalizes the profile by sharing team members' backgrounds and expertise, adding credibility.
- 🚀 The mission, values, and vision section is vital for building trust and credibility, outlining the brand's purpose, values, and future goals.
- 🌟 A vision statement should express the brand's aspirations and potential impact on the world, serving as a memorable destination for the business.
- 🏆 Highlighting awards and recognition can inspire trust and demonstrate the business's excellence and achievements.
Q & A
What is the primary purpose of a company profile?
-A company profile serves as a professional summary that describes a business and its operations, primarily aimed at connecting with customers and attracting investors for funding opportunities.
Why is creating a company profile crucial for a startup?
-For startups, a well-crafted company profile can make the difference in securing funding or attracting potential customers, as it provides a first impression and professional summary of the business.
Who is Tory and what is her role in the video?
-Tory is a marketing manager at HubSpot, and in the video, she guides viewers step by step on how to create a company profile.
What is the significance of understanding the 'why' behind a company profile?
-Understanding the 'why' helps in guiding the decision-making process, determining the content to be included, and tailoring the tone of the profile to effectively communicate with the intended audience.
How does the intended audience influence the tone and content of a company profile?
-The tone and content should be adjusted based on the audience. For customers, a less formal and data-heavy approach might be preferred, while for investors, including data such as company revenue and performance metrics is essential.
What are the two main goals of a company profile?
-The two main goals of a company profile are to connect with customers and attract investors for funding opportunities.
What information should be included on the cover page of a company profile?
-The cover page should include basic information such as the company's location, website URL, contact information, and the date it was established.
Why is the company's summary an important part of the profile?
-The company's summary is important as it tells the story of the business, highlighting its journey, achievements, and values, which helps in engaging the reader and conveying authenticity.
What should be included in the 'meet the team' section of a company profile?
-The 'meet the team' section should provide an overview of the team members, their experience, and expertise, which helps lend credibility to the organization.
How can a company profile contribute to forming partnerships or recruiting new employees?
-A company profile can inform other parts of the business by showcasing its values, mission, and vision, which may attract potential partners or talented individuals who align with the company's goals and culture.
What is the role of customer testimonials in a company profile?
-Customer testimonials provide social proof, allowing investors and potential customers to see that the company's products and services are effective and well-received, thus building trust.
Why are awards and recognition important to include in a company profile?
-Awards and recognition serve as undeniable proof of a company's excellence and achievements, inspiring trust and highlighting the company's standing in its industry.
How can a company profile help in differentiating a business from its competitors?
-A company profile can articulate the unique selling points and competitive advantages of a business, proving its value proposition and differentiating it from competitors.
What is the importance of a mission statement in a company profile?
-A mission statement is crucial as it defines the brand's purpose, values, and goals, helping investors and customers understand what the company stands for and aims to achieve.
What is the purpose of a vision statement in a company profile?
-A vision statement expresses the brand's future aspirations and potential impact, providing an inspirational destination for the company's growth and development.
Outlines
📄 Introduction to Creating a Company Profile
Tory, a marketing manager at HubSpot, introduces the concept of a company profile as a crucial first impression for businesses, akin to a first date. The profile is essential for startups to attract funding and customers. Tory offers a step-by-step guide on creating a company profile and provides free templates for viewers to follow along. The primary goals of a company profile are to connect with customers and attract investors, showcasing the company's value amidst competition. The video emphasizes the importance of understanding the purpose of the profile to guide content inclusion and tone selection, tailored to the target audience, whether customers or investors.
🛠 Crafting Your Company Profile: Steps and Strategies
The script outlines a structured approach to creating a company profile, starting with determining the 'why' behind the profile's creation. It advises on choosing a style that fits the business, whether traditional or creative, and tailoring the profile's cover page with essential contact information. The company summary should narrate the business's journey, highlighting authenticity over technical details. The history section should list notable milestones concisely, while the 'meet the team' segment personalizes the profile by introducing team members and their expertise. The mission, values, and vision are core components that define the company's purpose, guiding principles, and future aspirations. The profile should also differentiate the company from competitors through a competitive analysis, and include customer testimonials and awards for social proof and credibility.
🏆 Finalizing Your Company Profile and Additional Resources
The final part of the script emphasizes the importance of carefully selecting components to highlight in the company profile to convey the right message. It stresses the need for each element to serve its purpose in telling the organization's story and its goals. The script concludes by encouraging viewers to engage with the content, download the offered templates, and subscribe for more marketing insights. It also includes a light-hearted exchange about HubSpot's capabilities as a CRM platform that ensures data synchronization across applications, promoting team alignment and growth.
Mindmap
Keywords
💡Company Profile
💡Marketing Manager
💡Investors
💡Competition
💡Authenticity
💡Mission Statement
💡Values
💡Vision Statement
💡Competitive Analysis
💡Customer Testimonials
💡Awards and Recognition
Highlights
A company profile is crucial for making a strong first impression and attracting funding or customers.
Tory, a marketing manager at HubSpot, provides a step-by-step guide on creating a company profile.
The primary goals of a company profile are to connect with customers and attract investors for funding.
A well-crafted profile can inform other business aspects, like forming partnerships and recruiting employees.
Step one is to define the purpose and main objective of the company profile to guide content and tone.
Data and performance metrics are essential for profiles aimed at attracting investors.
Choosing the right style for the company profile depends on the nature of the business.
The cover page should include basic contact information and establishment date.
The company summary should tell the story of the business journey with authenticity.
Listing notable moments in chronological order is key for the company history section.
Introducing the team adds a personal touch and lends credibility to the organization.
A clear mission statement consisting of brand purpose, value, and goals is vital.
Values guide company actions and build customer appreciation and employee tone.
A vision statement represents an aspirational future destination for the brand.
Differentiating the company from competitors through a competitive analysis is important.
Customer testimonials provide social proof and confirm product/service effectiveness.
Awards and recognitions serve as proof of a company's excellence and trustworthiness.
Careful consideration of each component is crucial for conveying the right message in a company profile.
Transcripts
- A company profile is a business equivalent
of a first date.
It's a first impression wrapped up
in a professional summary that describes your business
and what it does.
If you're just starting out,
knowing how to create a company profile can be
the difference between getting funding
or attracting potential customers and not.
My name is Tory.
I'm a marketing manager here at HubSpot
and today I'm going to show you
how to create a company profile step by step.
Download our offer in the description
for the free templates I'll be working from today.
You can use them to follow along
with the video and for your business when you're done here.
Alright, let's get into it.
A company profile has many purposes,
but the two primary goals are to connect with customers
and attract investors for funding opportunities.
With so much competition out there,
this is where you can show investors, stakeholders,
and potential customers the true value of your company.
If done right,
companies can use these profiles to inform other parts
of their business, which may allow them to form partnerships
with other businesses, recruit new employees,
set company culture, or sell more products and services.
Step one, what's your why?
Before we can even get to the template, you have to pause
and ask yourself a very real and very important question.
What's the purpose of your company profile?
What's the main objective?
The answer to that will help guide
your decision making process,
inform what content should be included,
and help tailor the tone of your profile
for the audience that you actually want to communicate with.
For example, if it's intended for customers,
then you may not want it to sound too stuffy
or with a ton of data.
But if the goal is to attract investors,
it's absolutely essential to include data such
as company revenue, customer retention,
product value propositions,
and any other performance metrics.
Once you've chosen the tone,
it's time to let that choice dictate the style.
Step two, choose a style for your company profile.
There's no one-size-fits-all approach when it comes
to the style and structure of your profile,
but let your business dictate what your needs are here.
If you're more of a traditional business,
stick with a traditional format.
Prioritize data and lists and notable accomplishments,
but if you're in a more creative field like fashion
or social media marketing, then spruce up your profile
with something unique and visually appealing.
We offer a few different choices in our templates.
Step three is your cover page.
Here you wanna include basic info.
This is how folks will get
in touch with you after they see all
of your amazing work that you've done here.
Let's put in our location, website URL, contact info,
and established date.
As you can see, all of these documents are editable
so you can just delete the existing text
and replace it with your own.
Number four is your company's summary.
Listen to me closely.
In this section you want to tell the story
of your business.
Writing your company summary should be an adventure full
of all the juicy highs
and lows of your business journey so far.
If you're watching this video right now
and you think your story isn't very exciting
or that you don't have something original
to share, you're right.
There are tons of other entrepreneurs
who are probably pitching the same product
as you as we speak,
but nobody knows your story.
It takes more than technical details to wow readers.
Authenticity is the key to success here.
So, tell them who you are and why they should care.
Here's a quick example of something you could say.
Tory's Veggie Bagels was founded in 2016
and we have accomplished so much over the years.
To create a world where everyone can have access
to high quality, nutritious ingredients
has always been our goal.
Our founder and CEO, Tory Bullock,
was inspired to start this company
as a youth when he noticed his community didn't
have high quality supermarkets.
At Tory's Veggie Bagels,
we encourage our community to help solve food inequity,
one bagel at a time.
Step five, company history.
This is where you can list the bullet points of the history
of your business, keep it in chronological order,
and though it will be very tempting
don't list every single thing you've ever accomplished.
Try to only include the most notable moments
throughout your history.
While we do wanna show a legacy of your business,
we don't wanna bore the reader with 20 years worth of tabs.
Readability and engagement are your biggest priorities here.
Try to keep it to at least like six or seven bullet points.
Step six, meet the team.
This is where you can make your profile a bit more personal.
Share the members that make
up your team and provide a short overview
of the team's experience and expertise.
By giving an insight into their background knowledge
and qualifications, it'll help lend credibility
to your organization.
Step seven, adding your mission, values, and vision.
This is another important section to spend
some extra time focusing on.
For investors and customers alike,
seeing what you do and what you stand for
can really help in adding more credibility and trust.
Your mission statement is made up
of three parts: brand purpose, brand value, and brand goals.
To break that down a little bit more,
you need to ask yourself three questions.
What product or service do you provide
to solve a customer's problem?
AKA, how do you serve your customer?
Who's your target customer?
AKA, who do you serve or sell to?
And why would your customers trust
and buy from you over your competitors?
AKA, what values make you different?
If you're shorter in time
and intimidated by all the writing
it may take to write a mission statement,
it can be as short as a sentence long.
For example, let's say our goal is to provide young adults
with the most nutritious veggie bagels
at the best possible market price
without compromising quality.
Your values are going to be the principles
that guide your company's actions,
kind of like your North Star.
At HubSpot, for example,
everything we do is defined with heart:
humble, empathetic, adaptable, remarkable, and transparent.
One of Google's top values is it's best
to do one thing really, really well.
In their own words, dedication to improving search
helps us apply what we've learned
to new products like Gmail and Google Maps.
Now, take a second from me,
and think about what terms define your business.
Is it boldness, accountability, creativity, impact?
This not only builds appreciation from customers,
but also sets the tone for employees of the business.
A vision statement expresses your brand's plan
or vision for the future and potential impact on the world.
From create a better everyday life
for the many people, to ideas worth spreading,
over to be one of the world's leading producers
and providers of entertainment and information.
No matter the business, the vision statement represents
an aspirational destination for the future.
Think of it as something you want people
to remember your business for, future tense.
So if we were going to craft our own right now,
let's go with, to be the world's
most reliable veggie bagel provider
and enhance the nutrition of the world.
Step eight, what makes your company different?
Saying you're better than the competition is one thing,
but proving it is another thing entirely.
This slide is part of your competitive analysis.
Who are your direct competitors?
Who are the companies selling similar products or services?
If you're watching this video right now
and you don't know who your competitors are,
you can easily find them by doing a quick Google search
around your product or service.
So if you're making a new veggie bagel product, for example,
you can do a quick local search
and look up healthy bagels near me.
Then make a list
of companies that have similar product types
and target audience.
What products do they offer?
How are the products positioned?
What are the price points?
For this template, since it's public facing,
don't actually put the name of your competitor,
instead just reference them as the competition.
So, let's say that our competition has a massive budget,
brand recognition, custom orders, and is geared
towards customers who can pay a higher price.
When it comes to our business,
I can say that we are more affordable
and use healthy organic ingredients.
These are things that your employees, investors,
and potential customers can align on.
Step nine, customer testimonials.
A customer testimonial is a great way
to provide social proof to those viewing your profile.
By including product and service reviews
from real customers,
investors, and potential customers
get the chance to confirm that not only does your product
and service work, but people love it.
It's also an opportunity to brag a bit
about some of your most name worthy customers.
Lastly, step 10, awards and recognition.
Has your company ever been honored
with any awards, certifications, or recognition?
If so, this is the space to let the world know.
These accolades serve as undeniable proof
that you're not just another business on the block,
but a true beacon of excellence.
Make sure to display your success and inspire people's trust
in what your team, your business, and you stand for.
There you have it, your very own company profile.
I'm so proud of ya.
To wrap it all up,
ultimately, when constructing a company profile
it is absolutely crucial to carefully consider
which components need highlighting in order
to best reflect the desired message that's trying
to be conveyed.
With thoughtful consideration
each element should effectively serve its purpose
in conveying the right story
about who you are as an organization
and what you hope to accomplish.
One veggie bagel at a time.
Did you find this content helpful?
If so, comment below with your favorite tip.
Don't forget to download our free offer
and subscribe for more marketing insights.
Until next time.
(upbeat music)
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform
so it shares its data across every application.
Every team can stay aligned.
No out sync spreadsheets or dueling databases.
- [Commentator] HubSpot, grow better.
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