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How to Write a Company Overview for a Business Plan + Examples

Written by Dave Lavinsky

how to write a company overview for a business plan

Found after the Executive Summary, the Company Overview is a key section of the traditional business plan format offering a brief description of what your business does, its purpose, and its accomplishments to date. It’s more than just an introduction, it’s the foundation that ensures stakeholders, whether financiers, collaborators, or potential backers, understand your company’s intent and ambitions.

Let’s explore how to create an impactful company overview that supports your overall business plan.

 

Step-by-Step Guide for Writing the Company Overview Section

For each step below, write just a few sentences that clearly communicate the essential details while keeping the content concise and impactful.

 

1. Begin Writing with Your Company’s Mission Statement

  • Articulate the company’s purpose, capturing its raison d’être in a straightforward yet engaging manner.
  • Highlight what your venture strives to solve or improve.

For instance: “We create biodegradable household goods that safeguard both individual health and our planet’s resources.”

A thoughtfully written mission statement establishes the ethos of your company, paving the way for the sections that follow.

 

2. Clarify the Revenue Model

  • Explain how your company makes money.
  • Specify your business model, whether product-driven, service-oriented, or a hybrid format.
  • Pinpoint how your offering is distinct compared to alternatives in the target market

Example: “Our organization offers a monthly subscription model for providing premium eco-friendly cleaning items directly to consumers’ doorsteps, merging convenience with sustainability.”

 

3. Narrate Your Company History

  • Share a glimpse into the company’s origins, what spurred its creation, and its progress thus far.
  • Mention noteworthy milestones, like product rollouts, endorsements, or collaborations.

Example: “Launched in 2024, FreshStart emerged out of a quest to reduce toxins in everyday products. From modest beginnings, it now caters to over 15,000 households while securing partnerships with leading retailers nationwide.”

 

4. Illustrate Your Industry Role

  • Contextualize your position within the industry by describing the current trends or opportunities you’re leveraging.
  • Incorporate relevant statistics to add weight to your claims.

Example: “FreshStart stands at the cusp of the $45 billion eco-home care market, which is predicted to expand at a rate exceeding 7% annually. Our unwavering commitment to authenticity and ecological balance puts us in a prime position to capture this growth.”

 

5. Outline the Structural Backbone

  • Specify your company’s legal structure, such as a sole proprietorship, LLC, corporation, or partnership.
  • Name key stakeholders and organizational leadership.

Example:

  • Entity Structure: Privately-held corporation.
  • Key Individuals: Maria Lopez, CEO; Daniel Choi, Chief Strategy Officer.

This transparency fosters trust and conveys professionalism.

 

6. Express Tangible Goals

  • Spell out both your immediate priorities and longer-term ambitions.
  • Specificity is paramount, ambiguous business goals don’t inspire confidence.

Example:

  • Immediate Focus: Increase our subscription customer base by 25% within six months.
  • Long-term Vision: Achieve carbon-neutral production processes by 2030.

 

7. Discuss Operations and Physical Presence

  • Briefly touch on where the business operates, whether from a physical facility, online, or hybrid model.
  • Mention infrastructure details that underline operational readiness.

Example: “Our headquarters are located in Denver, Colorado, where we oversee production, logistics, and customer support operations.”

 

8. Showcase Key Achievements

  • Highlight recognitions or events that validate your enterprise’s track record.
  • Select achievements that resonate with your target audience.

Example: “FreshStart proudly won the 2022 ‘Green Innovation Award’ for revolutionizing the household product sector.”

 

9. Highlight Financial Projections

  • Summarize your business’s financial information, focusing on revenue, growth, or funding.
  • For startups, emphasize capital raised and the financial objectives or milestones tied to that funding.

Example: “FreshStart has secured $2 million in seed funding and achieved revenue of $750,000 in its second operational year.”

In the next section of your business plan, you will conduct an industry, or market, analysis to highlight key market trends, identify target customer demographics, and demonstrate how your business is uniquely positioned to capitalize on market opportunities.

 

Company Overview Examples

The Company Overview examples below provide practical insights into crafting a compelling company description tailored to your business’s unique identity and goals.

 

Example 1: ShineWorks Car Wash

Car Wash Company Overview

At ShineWorks Car Wash, our purpose is straightforward yet deeply resonant: to redefine what car care means in Huntsville, AL. We aim to fill a glaring void in high-quality car wash options, giving drivers an experience of exceptional service that leaves vehicles refreshed inside and out. It’s not just about clean cars; it’s about building trust and delivering value every single time.

Our business model thrives on variety and flexibility. Customers can select from packages tailored to their needs, whether it’s the Basic Wash for a quick touch-up or Full-Service Detailing for a showroom-level finish. Then there’s the eco-friendly Automated Wash, perfect for those on the go who refuse to compromise on quality. We’ve designed a lineup of services that seamlessly merges efficiency with excellence.

ShineWorks wasn’t born overnight. Our story began with a realization that Huntsville drivers needed better. It all came together on January 3, 2024, led by our founder, John Roberts, who has more than ten years of industry experience. From there, it wasn’t just about opening doors. It was about building a brand, creating something recognizable and trusted. Establishing our S Corporation status, creating a logo, and securing a location were just the beginning.

We’ve stepped into an industry worth $14 billion which continues to grow at nearly 4% annually. The car wash market is evolving, and ShineWorks is ready to lead. Drivers today want speed, but they also want sustainability. Our approach marries those two ideals, giving us a competitive advantage in a crowded landscape. Numbers don’t capture everything. This is about more than growth; it’s about influencing and shaping how people care for their cars.

What’s next? In the short term, we aim to increase our customer base by 30% over the next six months, introducing memberships and exclusive loyalty perks. Longer-term, we’re laser-focused on sustainability. By 2026, we plan to implement advanced water recycling systems that push us toward 80% water efficiency, a milestone that reflects our values as much as our ambitions.

Our operations are rooted in Huntsville, AL where our state-of-the-art facility is a beacon of convenience. Positioned strategically, it offers easy access and helps us deliver streamlined, effective services. This location isn’t just practical, but also a reflection of our commitment to the community.

In a short time, ShineWorks has already reached some exciting milestones. We’ve served over 1,000 customers, earning glowing feedback and repeat business. Our automated wash system, designed with sustainability in mind, places us at the forefront of eco-conscious car care. These aren’t just accomplishments; they prove that we’re onto something big.

Financially, we’re off to a strong start. Within the first quarter, ShineWorks generated $75,000 in revenue. But we know this is just the foundation. As we explore additional funding opportunities, our sights remain fixed on becoming Huntsville’s go-to car wash—and maybe even redefining what a car wash can be.

 

Example 2: BrightSmile Dentistry

Dentist Company Overview

At BrightSmile Dentistry, we aim to do more than provide dental care. We want to transform how people in Kalamazoo, MI, think about their oral health. It’s not just about teeth, but the confidence and well-being we instill in our patients because of our services. Everyone deserves that.

Our revenue model is service-driven. Patients come to us for cleanings, fillings, or braces. We handle these dental services, but what makes us different? We don’t just treat teeth. We treat people. Each patient gets personalized attention, a mix of professionalism and warmth that’s hard to fake. It’s what keeps them coming back.

BrightSmile Dentistry wasn’t an overnight business idea. It started with a need in Kalamazoo MI, where residents traveled miles for decent dental care. We decided to change that. Officially established on January 8, 2024, as an LLC, the business was built step by step. First, a logo that is simple, bright, and inviting. Then, an office space that is central enough to be convenient, and quiet enough to be calming. Our facility is state-of-the-art but with a touch of comfort. Less clinical, more approachable.

The dental services market in the U.S. is immense, estimated at $162 billion and counting. It grows about 4% annually. Numbers like these are exciting but impersonal. We’re not trying to dominate the market. We’re trying to create something that lasts here in Kalamazoo. We’re ambitious but with purpose.

Our business structure is clear: a Limited Liability Company, led by Dr. Jane Doe. She’s not just the founder but the heart of the practice. Her experience in running successful dental clinics gives us a strong foundation. The team around her, including a mix of dental pros and customer care experts, shares her passion for making patients feel at home.

Short-term, our goal is simple: 500 regular patients in year one. Beyond that, a second location within five years is on the table, but only if it feels right. Growth for growth’s sake isn’t the goal. Serving more people, more effectively is what drives us.

From our clinic in Kalamazoo, we operate with the best tools modern dentistry offers. Digital X-rays, intraoral cameras, and other tech that make a difference. But tools are just tools. What matters is how they’re used. For us, technology enhances care, but it doesn’t replace it.

The journey so far has been filled with small victories. Opening our doors, finalizing partnerships with top suppliers, and seeing the first patients leave with a smile. It’s all part of the bigger picture, but progress doesn’t always look grand. Sometimes it’s just a moment, a connection, or a step forward.



We offer more business plan examples in a wide range of industries to help you get started on your own plan.
 

Final Pointers

  • Aim for Brevity: Condense the company description to 1-2 pages while avoiding over-simplifications.
  • Inject Authenticity: Avoid jargon-heavy language and let your company’s unique voice shine through.
  • Adapt to Context: Tailor the content for your audience, whether you’re wooing investors or briefing business partners or the internal management team.

A business overview isn’t just a section of a business plan template, it’s your enterprise’s opening argument. Craft it thoughtfully to captivate and inspire confidence in potential investors and stakeholders.