Know Thy Purpose

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Term Paper Title	Know Thy Purpose
# of Words	845
# of Pages (250 words per page double spaced)	3.38

Know Thy Purpose
WHEN WRITING A COMPANY PROFILE

Linda Shah and Stanley Richardson
SJR New Media

If you are using a company profile as a way of introducing your business to busy executives and clients, it suggests that you understand the benefits of brevity.
(See previous article.) The Office 97 Ten Minute Business Profiler writer’s tool is designed to help you create brief company profiles.  Clearly you also want to be persuasive.  Most experts agree that to be brief and persuasive, the first commandment is:  Know thy purpose.

THE ELEVATOR PITCH
The MIT Center for Entrepreneurship asks this question: What would you do if you found yourself on the elevator with a key decision-maker whom you have been trying to meet? Would you be prepared to make your pitch between the first and the 41st floors?  Would you be able to tell the decision-maker exactly what he needs to know about your company in order to for you to capture his interest?  Furthermore, as a follow up to your chance meeting, can you produce a profile of your business that is as persuasive as your “elevator pitch?”

PURPOSE IS A TWO-WAY STREET
“The presentation should be tailored to your purpose. That may sound simplistic, bur you’d be surprised how many people don’t do that,” Lori Breslow, a senior lecturer at the MIT’s Sloan School of Management tells students at her entrepreneurship seminar.

And how do you define your purpose? “You think about it and you write it down in one sentence. Unless you can say in one sentence what you’re trying to achieve with this particular presentation, then I worry that the presentation would be what I call schizophrenic.  It has lots of different purposes and lots of different identities,” Breslow says.

WHAT THE READER NEEDS TO KNOW
Most entrepreneurs have had the experience of making a presentation full of wonderful words and flowery descriptions to a potential investor or prospective strategic partner, only to have him say “But what do you want from me?”  The Ten Minute Business Profiler Wizard will prompt you to be selective about the information you choose to include in your company profile.  It may not be enough to state your purpose up front or in your conclusion.  Your company profile should reflect, paragraph by paragraph, the evidence that supports what you are trying to achieve.

Are you seeking financing?  Then offer information that lenders and investors are looking for -- your financial history, ROI and “use of proceeds”.  Do you want t...

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