- 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.