Module 12.5

Writing a Company Overview

Jim Beach & Chris Hanks

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d. 4 Things

• Introduction

• Slogan (4-10)

• Mission Statement

• History & Current Status

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Introduction

• Name,

• Location,

• Organization

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d. 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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d. 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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d. Overview

• “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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d. 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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d. Slogan

• Pithy 4 to 10 word statement of company purpose

• Use in business plan, advertising, descriptions of business, business cards, …

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d. Mission Statements

• What is a mission statement?

• What makes a good mission statement?

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d. Mission Statements

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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d. Mission Statement

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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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

Mission Statements General Electric

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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

Mission Statements Shipbuilding

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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

Mission Statements World War 2 England

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d. 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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d. 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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d. 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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THANKS!

Next: Lesson 6 Company Overview

Buy or Review!

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