What Is the Company Description?

The Company Description is a short overview of who you are, what you do, and why you exist. It provides readers (investors, bank officers, or immigration officers) with the essential facts about your business while setting the stage for the rest of your plan.

Key Elements to Include

1. Basic Information

Business name, address, and legal structure (sole proprietorship, partnership, corporation, etc.).

When and why the business was founded.

2. Nature of the Business

What type of business are you running? (Retail, service, manufacturing, online, franchise, etc.)

Short explanation of your industry and where your business fits.

3. Mission Statement

A clear and concise statement of your purpose.

Example: “Our mission is to make healthy eating convenient and affordable for busy families.”

4. Vision Statement (Optional but Valuable)

Where you see the business in 3–5 years.

Example: “To become the go-to smoothie café brand across Canada.”

5. Unique Value Proposition

What makes your business stand out?

Do you offer something faster, cheaper, healthier, more convenient, or more reliable than competitors?

6. Goals and Objectives

Near-term goals: e.g., open first location, achieve 0k revenue in Year 1.

Long-term goals: e.g., expand to three locations, franchise the concept.

Best Practices for Writing the Company Description

• Keep it concise: 1–2 pages max.
• Be specific: Instead of “we sell clothes,” write “we sell eco-friendly activewear for women aged 25–40 in urban Canada.”
• Use plain language: Avoid jargon; make it easy to read.
• Make it inspiring: Your description should excite and motivate readers about your business.