How To Create the ULTIMATE Company Profile for Your Small Business (FREE TEMPLATE)

Summary

In 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

00:00

📄 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.

05:02

🛠 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.

10:03

🏆 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.

Keywords

💡Company Profile

A company profile is a comprehensive overview of a business, encapsulating its mission, history, and objectives. It serves as a professional introduction, akin to a first impression on a first date, and is crucial for startups seeking funding or attracting customers. In the video, Tory emphasizes the importance of creating a compelling company profile to stand out amidst competition and to communicate the business's value proposition effectively.

💡Marketing Manager

A marketing manager is a professional responsible for overseeing and executing a company's marketing strategies. In the context of the video, Tory, who is a marketing manager at HubSpot, guides the audience through the process of creating a company profile. This role is pivotal in shaping the company's market presence and ensuring the profile aligns with the company's overall marketing goals.

💡Investors

Investors are individuals or entities that provide capital for businesses, often in exchange for equity or profit participation. The video script highlights the importance of attracting investors through a well-crafted company profile, which should include data such as revenue and customer retention rates to demonstrate the company's potential for growth and profitability.

💡Competition

Competition refers to the rivalry among similar businesses in the same market. The script mentions the intense competition as a reason to effectively use a company profile to showcase the unique value of one's business. It advises on how to differentiate from competitors by highlighting unique selling points and competitive advantages.

💡Authenticity

Authenticity in a company profile refers to the genuine representation of the company's story, values, and mission. The video emphasizes that authenticity is key to engaging readers and making the company stand out. It suggests sharing the highs and lows of the business journey to create a compelling narrative that resonates with the audience.

💡Mission Statement

A mission statement is a declaration of a company's core purpose, values, and goals. In the video, Tory explains that a mission statement is composed of the brand's purpose, value, and goals, and provides an example of a concise mission statement for a hypothetical company, emphasizing the importance of clarity and focus in defining what the company stands for.

💡Values

Values are the guiding principles that define a company's culture and operations. The script uses HubSpot's values as an example, listing 'heart' attributes such as humble, empathetic, adaptable, remarkable, and transparent. These values serve as a 'North Star,' directing the company's actions and decisions, and are essential in building trust and credibility with stakeholders.

💡Vision Statement

A vision statement outlines a company's long-term aspirations and its intended impact on the world. The video describes a vision statement as an 'aspirational destination' for the future, providing examples from well-known companies like IKEA and TED. It encourages crafting a vision that people will remember the business for, in future tense.

💡Competitive Analysis

Competitive analysis involves evaluating a company's direct competitors to understand their strengths, weaknesses, and market positioning. In the script, Tory instructs viewers on how to identify competitors and analyze their offerings without directly naming them in the public-facing profile. This analysis helps to articulate what makes the company unique in comparison to its competition.

💡Customer Testimonials

Customer testimonials are positive reviews or endorsements from satisfied customers. The video script suggests including testimonials in a company profile to provide social proof of the product's effectiveness and to build trust with potential customers and investors. Testimonials serve as a form of validation and can highlight notable clients or success stories.

💡Awards and Recognition

Awards and recognition refer to honors, certifications, or other forms of acknowledgment that a company has received. In the video, Tory advises showcasing any such accolades in the company profile to demonstrate the business's excellence and to inspire trust. These achievements can serve as tangible evidence of the company's success and credibility.

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.

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Every team can stay aligned.

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