Chapter # 1

BUSINESS DESCRIPTION
What is Business
Description ?
What to include in
Chapter# 1
BusinessDescript
i o n 1. Introduction of the Company
1. Background
2. Purpose
3. Vision Statement
4. Mission Statement
5. Logo
6. Tagline
7. Slogan
8. Core Competencies
9. Objective
10. Services
11. Place (Location)
 Vision and Mission
The vision statement focuses on tomorrow and what the organization wants to
become.
Vision statement questions look like:
What are our hopes and dreams?
What problem are we solving for the greater good?
Who and what are we inspiring to change?

The mission statement focuses on today and what the organization does.
Mission statement questions look like:
What do we do?
Whom do we serve?
How do we serve
them?
 Vision and Mission Examples

Vision: To be Earth’s most customer-centric

company, where customers can find and
discover anything they might want to buy Vision: To provide access to the
online. world’s information in one click.

Mission: We strive to offer our customers Mission: To organize the

the lowest possible prices, the best world’s information and make it
available selection, and the utmost universally accessible and
convenience. useful.
 Tagline and Slogan
Taglines tell consumers about the overall company without mentioning the
product or service they offer.

For a mattress company: Sleep better.

For an eBook company: Read on the go
For a baking food box subscription:
Bake memories

slogans focus on what a company offers, there are different approaches they
can take to make their message clear, Companies use slogans to tell their
consumers what they want them to associate their brand with.

Chocolate that's good for you

Our glasses look good on
you.
 Logo
Design at www.canva.com

Core Competencies
Core competencies are the resources and capabilities that comprise the advantages of a business.
Core competencies are the defining characteristics that make a business or an individual stand out from the competition.
Examples of companies that have core competencies that have allowed them to remain successful for decades include
McDonald's, Apple, and Walmart.

The core competencies of Apple include:

Unique, innovative, and creative technology
User-friendly interface
Eye-catchy product designs
Artificial intelligence-enabled devices
Worldwide sales and distribution channel
 Business Objectives
Business objectives are the specific and measurable results companies hope to
maintain as their organization grows

Attainable: While goals Relevant: Each Timely: Objectives need

Specific: Include details that
outline the preferred outcome
of the objective and who will
be responsible for maintaining
these results.
Measurable: Include
should be lofty, objective must align to follow a specific
a schedule of
employees must believe with specific goals for schedule. For instance,
regular reporting to
they’re achievable. Make the company. sales teams may have a
let everyone know
sure targets aren’t too particular sales figure to
where they stand in
ambitious. achieve each month.
achieving their
objectives.

Examples:
Increase your product or service's market share
Reduce employee turnover and increase satisfaction
Maintain or increase profits
Enhance the quality of a business's product or service
Sell a more reliable product
Thank you!
Any Questions ??