HOW TO DESCRIBE YOUR BUSINESS IN A ONE CLEAR SENTENSE

Has anyone ever ask you: "So What do you do"? And then you are stocked without knowing what or how to present your business?

It is no longer a secret that much of business success stems from clarity.

When you are clear about what your business is doing, it will be easy to communicate to others or potential customers. Moreover, when talking to others about what you do, it should be very brief, about 20 to 30 seconds speech.

This is where your one-sentence business description comes in place. Your one-sentence business statement is a clear and concise description of what your business does, who you do it for, why you do it, and what makes you different from your competition.

There are different ways this can be useful for you but let mention just two:
1.You can add this to your business plan.
2.You can use this as an elevator pitch.

How To Draft Your One-Sentence Business Description

Drafting your own one-sentence business statement doesn’t have to be intimidating. It is just a matter of answering five key questions:

1. What is your business name?
2. What do you sell?
3. Who do you sell it to or who are your customers?
4. What problem do you help them solve or what goal do you help them achieve with your products or services?
5. What makes you different or set you apart?

1. What’s your business name?
First, simply state your business name.

Example: MBE Academy is a vocational institute

2. What do you sell?
Secondly, highlight what exactly you sell, provide, offer, create, or do as a business. Be as clear, specific and concise as possible, and don’t use words your target clients or customers won’t understand.

Example: We offer skill acquisition and entrepreneurship training

3. Who do you sell it to?
Thirdly, identify the type of client or customer you are targeting. As the saying goes: “a business that targets everyone appeals to no one?”

Now is the time to answer the questions: What niche are you in? Who is your ideal client or customer? You must have created your products or services specifically for them so make sure there is no confusion when you mention them here.

Example: To High school leavers and unemployed graduates

4. What problem do you help them solve?

Fourthly, declare the promise you are making to your target client or customer through your product or service. What is in it for customers? What problem of theirs do you help them solve? What goal do you help them to achieve by using your products? What kind of benefit or transformation can they expect from their purchase of your products or services?

Example: In order to be financially independent

5. What makes you different?
Finally, pinpoint what makes you different from other businesses. This is a big one because not every business owner will go the extra mile and present the unique value that they bring to the table. However, in order to stay ahead of the competition, you will definitely want to prepare your answers to questions such as:
“What do you offer that others don’t?”
“Why should I hire you or buy from you and not from someone else?”
“Why should I hire you or buy from you if I can just research online for free?”

A helpful tip for answering question #5 is to identify your unique value proposition (UVP) or unique selling proposition (USP). This describes the distinct benefit of your product or service and what distinguishes you from the competition.

Example: What set us apart is the business startup and management training included in our offer.

To wrap up all the examples in the 5 points together, my One-Sentence business description is:

"MBE Academy is a vocational institute that offers skill acquisition and entrepreneurship training to high school leavers and unemployed graduates so that they can be financially independent, and what makes us unique is the business startup and management course included in our training programme."

Describe your business in one clear sentence in the comments section below: