Defining Your Business

1. Write down all the things your business does.

2. Now write down everything your business is - your overall ethos, what world you want to create, what stories you want to tell. What makes you unique.

3. How did you begin? Tell us the story of how you came to exist as a business.

4. Write ‘We believe’ several times and complete with a mission statement.

5. Pick all your best sentences from above and edit them into one page. Use headings if you like. Lots of businesses find it useful to have a bullet point mission statement of sorts.

6. Now turn this into one paragraph.

7. Now reduce it down to a single sentence. Try it out on a few people. Do they understand it? Do you understand it? Is it really what you want to say?

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“Ed delivers an element of oversight as a seasoned campaigner, whose advice and actions are informed by genuine experience. His entrepreneurial medals and battle-scars educate and assist business founders in avoiding the potholes of their own business journey. Ed’s skills are a huge benefit to any growing business with long term ambitions.”

Bill Cunningham – Endeavour Ventures Ltd