Your company’s one-pager

If you don’t have a one-pager document about your company, it’s time you get one done.

This concise, space-constrained document should take 3-5 minutes to read, and encourages crisp communication and sharp thinking about your business.

Why do you need a one-pager?

  1. Investors and Journalists don’t have time: your one-pager is your elevator pitch, this is where you want to hit hard on the points that will score you the right points.
  2. Employees can refer to your company’s one-pager as a quick reference whenever they are writing content, designing product, meeting customers, preparing sales proposals. Your one-pager is a compass for them to ensure they are heading the right direction, in line with the company’s goals and values.
  3. Business Clarity: The act of writing down a one-pager forces business owners and leaders to look at the company’s mission, values, goals and refine the business plan. Completing the one page summary will help highlight whatโ€™s missing and what needs closer consideration or revision. 

Stuff you can include in your one-pager

  1. Basics: Logo, Company Name, Website, Address
  2. Boilerplate: One paragraph describing the company
  3. Mission, Vision, Values: What does your company stand for?
  4. Milestones: Highlighting key milestones (e.g. funding round, appointment of board member, product launch, etc)
  5. Product/Service: Summary of what you offer and your differentiating points
  6. Customers: Profiles of customers or an actual list of customers that are using your product/service.
  7. FAQs
  8. Management Team
  9. Recent news articles, testimonials or quotes from customers/media/investors
  10. Contact details
Image result for one pager design
Photo credit: Xtensio

Find tools to help you design your one-pager:

  1. Canva
  2. Xtensio
  3. Piktochart
  4. Google Docs
  5. Pinterest: less of a tool, but find lots of nice examples by searching ‘one pager design’

Building your customer personas

It’s easy to dive straight in to build a content calendar with interesting articles and content. But without first understanding your customer personas, you’re not thinking about your content from the customer’s point of view.

What are the problems they face? Who are their stakeholders? Which channels/platforms are they on? Why should they care about your product/service?

What’s a Customer Persona?

A customer persona is a fictional (but very true) representation of your buyer, based on research and real data from your current consumers. When thinking about your customer persona, you should consider including fictional names, demographics (age, gender, location) and customer frustrations and goals to fully place yourself in your customer’s shoes.

How many Customer Personas should I build?

There isn’t a magic number. It really depends on your business and the different types of personalities you’re selling to. As a guide, you should look at building a different customer persona if he/she has a different problem to solve (and therefore, your message to him/her would be different).

Consider an online travel booking platform – how many customer personas can you think of?

  1. The Millennial Traveller: who wants a value-for-money experience and Instagram-worthy holiday
  2. The Young Parent: doesn’t mind spending more to ensure their baby is comfortable travelling for the first time
  3. The Business Traveller: pressed for time and values comfort over cost
  4. The Flexible Worker: enjoys flexible holiday schedules and travelling off-peak seasons to enjoy lower costs and lesser crowds

Communicating to your Customers

Making sure your content is relevant to your different customer personas is important and will demonstrate how you’re solving their problems. An exercise in building customer personas can also help Business Development teams or Product teams ensure they differentiate the product/service they are building. It also guides Sales teams to position the product in their pitch to the right audience.

I’m sharing a free Customer Persona and Content Calendar template on Google Sheets. Feel free to use it within your teams as a fun workshop. Let me know if it’s useful for you!

When do you need a brand refresh?

In 2015 itself, 20 companies changed their logos โ€“ Google and Spotify, just to name a few โ€“ and in 2018, some of the biggest brand revamps include Uber, Ogilvy, Mastercard and Dunkin’ Donuts (which is btw now without ‘Donuts’). The speed of change is much faster, and it’s of course much easier with a bigger share of our brand assets on digital channels (as compared to print).

We all know a brand image paints a story about your company and illustrates it for your customers. It’s also a perfect opportunity to showcase the company’s new goals or new phase of growth. So when is a brand overhaul really needed?

  1. The company is evolving

Parcel Perform recently updated its branding with new logos, imagery and copy. The overall feel the company is going for is clean, sleek, smart โ€“ and still the cool kid ๐Ÿ™‚ Why? 3 years ago, the e-commerce logistics startup was starting up with only offices in Asia. Today, they serve an increasingly global customer base and have 3 offices. Their old look no longer represents who they are.

Parcel Perform old website
Parcel Perform’s old homepage
Parcel Perform new website
Parcel Perform’s new homepage

2. You need to reach a new target audience

Is your sales team switching their target customer focus? If you’re growing your focus towards Enterprise customers, you’ll need to focus on more targeted campaigns and more nurturing outreach campaigns, given the longer sales cycles.

On the other hand, if you’re looking to grow your SME segment, perhaps you might need a more grassroots approach in your outreach – offering startup-friendly pricing to allow these companies to try your product for free, and upgrade as they scale. You might also want to do more workshops and take a more consultative approach in selling.

3. Your logo is… well, just old

While the average consumer might not know a thing about design, an outdated logo is something they might be able to just… feel. There are often one or two design elements that are no longer in style (think: comic sans or bubbly text) that make your company look something out of the last decade. Along with design trends, make sure you look current and relatable to your customers.

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eBay’s updated logo with cleaner lines and a more modern feel

A brand is more than a logo, name or website redesign โ€” itโ€™s the entire experience your prospects and customers have with your company, product or service. Think: how employees interact with customers, your customer’s opinion of you versus competitors, whether the general public understands what you stand for… and more.

A brand refresh is also great during a major product update or announcement. Let me know if you’re keen to have a chat about your brand refresh.