How to write an effective company overview

5 min read

What is a Company Overview in a Business Plan

Your company overview is the key introductory part of your business plan. It delivers an insight into who you are as a company, what you do and how you do it.

It should be short, concise, and descriptive, and communicate what makes you stand out from your competitors and address your core values as a company and a brand.



What to include in a Company Overview

Your company overview will be made up of 6 key sections. It should be informative, concise, and communicate your business and brand accurately and effectively.

  • Company details - (name / legal structure / locations / ownership / management team)
  • Company history - (if relevant)
  • Mission statement - (business opportunity / company ethos / values)
  • Products and services - (include business USP's and competitive advantage)
  • Target market - (and how your services meet their needs)
  • Goals and objectives (current and for future growth)

Let's take a closer look at each of these important sections and what details we need to consider for each area.

For each section, you should start brainstorming some ideas and think about what you can communicate about your business.

Company Info

Company Details

This is where you give your reader the core basics of your company structure. Provide clear factual, accurate information.

  • Official company name as registered or intended.

  • Your reader will want to know if you are a sole proprietorship, limited company, corporation etc

  • Define your current key locations. Where is your company based, and where does it operate from?

  • Detail the ownership of the business, directorships and any associated shareholders.

  • Identify the key contributors to the running of your business. Your reader will want to see a rounded approach where a collaboration of required skill sets is present. They will want to feel confident that your business has the internal support to achieve the goals at hand.

Company History

Company History

Your company history is part of what makes you unique. This is your opportunity to communicate your journey to date and bring your reader into the mindset of your business and brand.

  • If you are just starting up, detail to your reader how you got to the point of starting your business. What brought you to this point? What motivates the company ethos?

  • If you are an established business, think about major milestones for your company. What has happened along the way? Achievements and challenges are all important to offer an accurate representation of your business.

Mission Statement for Business Plan

Mission Statement

Your mission statement is your opportunity to communicate to your reader the purpose of your business and what you aim to achieve. This mission will often be supported and driven by the core values of your company, so this is your chance to express your ethos and passion. What is the problem you have come to solve, and how are you going to achieve that?

Your mission statement should be fairly concise and would usually comprise of a short paragraph detailing the following points;

  • What is your company's reason for being? What is it that you provide which solves a particular problem for your target market? What is the "pain point" you want to address for your customers?

  • What is it that you, as a company, hope to achieve in the future?

  • What is important to your company? What are the values, ethics and ethos that motivate you to deliver the services you do? Express your passion and drive!

Products & Services

Products & Services

You now need to provide our reader with an overview of the products and services that you are offering. You'll need to give a clear and concise description, along with the USP's of what makes you stand out from the crowd in your industry.

  • What is it exactly that you are providing for your target market? How do your products and services meet the needs of your customers?

  • What sets your offering apart from your competitors? What is your competitive advantage in the industry?

    How can your services meet customer needs better than others in your space?

  • You may want to include some brief numbers, for example, if your price points are particularly attractive in comparison to your competitors, it is worth your reader knowing that early on in your plan.

    You may wish to include some summarised statics with regards to the demand for what you offer, or growth within the sector. Just remember to keep it catchy and brief. You can expand on all of this later in your Sales and Marketing Plan. But it certainly doesn't hurt to include attractive figures early on.

Target Market


Target Market

  • Give a clear breakdown of your target market. You can identify them by the qualities that make your products and services particularly relevant to them. What are the demographical attributes of your ideal customer?

  • Here you can also touch on the statistics and / or data relating to your potential customers. What is the volume of people who seek your services? What are their buying behaviours and what is most important to them?

Goals and Objectives for Business Plan

Goals & Objectives

Now you can detail what the short and long term goals and objectives of your business are. Whilst the reader will be interested in your current position, they will be equally keen to understand where you would like to take the business.

  • Consider where you would like the business to be in the next 12 months. What is it that you would like to achieve within this period? Consider factors such as revenue, fulfillment, reputation, market position and business size.

  • Now consider those factors in the context of your long term vision for your business. What kind of growth and expansion would you like to achieve?

Writing Advice


Advice for writing your Company Overview

  • Remember, this is a promotional piece of content designed to catch the reader's attention and give them an insight into your company. It should address all the key points in an exciting and way without the reader having to make it through pages of text. Short paragraphs, segmented clearly, easy to digest snippets of information.

  • Keep in mind your target audience when writing your company overview. Keep your content and writing style relevant to them and highly relatable. Think about your brand and business style, and communicate directly with the customer base you are looking to attract.

  • No one wants to read a boring, half-hearted view on a company. Excite and engage your user with passion and infectious enthusiasm for your brand, products, and services.

  • Make sure your company overview is proofread to check for spelling and grammar. Have the members of your team read it over, take on board suggestions, and amend your draft accordingly to formulate the final copy.


Company Overview Examples

A great way to write your company overview for your business plan is to explore existing ones in action. The links below will provide you with some great examples of company overviews where you can find some inspiration for your own.


Beyond the Business Plan

This important piece of content can also be adapted consistently across promotional areas such as your website “about us” page, social media profiles, business directory listings as well as marketing and promotional materials.

So be sure to keep it clear and malleable to use across different mediums. This "about us page" from Nestle is a great example of a company overview that has been adapted - visit Nestle >>

Some other great places to find examples and inspiration for your company overview and its uses include;

  • Existing company "about us" website pages
  • Facebook business page bios
  • Linkedin company pages
Once you have written your company overview, you should try adapting it into several forms, each targeted toward a particular audience. Think about repurposing it for your Facebook business page. And as a real challenge, can you make it short enough for a Twitter bio? ;)

In Summary

Include the key points about your business and focus on what makes you stand out from others in your industry space.

Kieran Watman

Kieran Watman

Director at Watman & Worth Web

At Watman & Worth Web Ltd, we are constantly researching and learning more about the digital marketing world.

I love putting together all of this information to help the businesses we work with to use the full potential of the online landscape to make their website thrive.


Become a guest blogger

Do you have an article to post about Digital Media & Marketing? Maybe Design or Social Media is your passion?

If so we'd love to hear from you.

Find out more

Business Plan Guide - Web Rocket

Looking for a new website?

If you are looking to develop a new website for your business, why not get in touch and have a chat through your project.

We'll provide you with a free quote and website specification to assist with your planning.

Get a Quote

Related Articles

Digital Marketing Team - Key Roles & Responsibilities

Digital Marketing Team - Key Roles & Responsibilities

Understand the key roles, skill & responsibilities of a digital marketing team. The key people involved in planning, executing and managing your online marketing promotional campaigns.

How to conduct competitor research for your business

How to conduct competitor research for your business

Understand the importance of competitor research and how to utilise it for your business.