With the business description, you can make clear what makes your business unique among the others in your market. Answer these questions when putting together your business description: What do I do that my competitors don’t? Analyse your main competitors’ websites and mission statements. What services do they provide that match yours? How will you offer yours differently? How do they manufacture their products in ways you could improve upon?What is my company philosophy? Also called your mission statement or brand identity, your philosophy is the driving purpose for which you created your company. Brand identity is more common today with companies aligning themselves with causes, making this part of your business description equally important whether you are profit- or donation-based. Who are my target customers? Demonstrate a clear understanding of who you wish to reach with your product or services. Consider demographic, region, wealth status, occupations, and age when outlining your potential customer base. What are my goals? Finally, what do you hope to achieve with your business venture? Investors and donors want to see ambition, but they also want to see realism. Counter your ambitious goals with expectations that situate them in the realm of possibility without eliminating the possibility to do something great.