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Use this worksheet to develop a description for your business. For example, a finished description might read:

“AAA, Inc., is a spunky, imaginative food products and service company aimed at offering high-quality, moderately priced, occasionally unusual foods made with only natural ingredients. We view ourselves as partners with our customers, our employees, our community, and our environment, and we take personal responsibility in our actions toward each. We aim to become a regionally recognized brand name, capitalizing on the sustained interest in southwestern and Mexican food. Our goals are moderate growth, annual profitability, and maintaining our sense of humor.”

Describe the following in one sentence:

Core business concept:

Core business values:

Core business goals:

Core financial goals:

Corporate culture:

Now combine these sentences into one comprehensive statement. You will revisit and rewrite it several times, but you’ll need a succinct business description for your business plan, investors, employees, and others, so get something on paper now.

Your concept should be strong in at least one area. If it isn’t, you should ask yourself how your company will be truly competitive.