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Business Strategy Description

Simple Alliance, Kenya Limited

Business Description

Business description defines strategic plan aspects. Your business description section is basically a segment within your business description in which you:   

  • State your proposed business’ mission statement
  • Define your business

Describing your Business

In describing your business, you inform your audiences about some important details of your business. Here, you may delve into the technical issues pertaining to your business.


Some important aspects that you will cover as you describe your business include:

  • Business launch date and events leading to its launch
  • Your type of business – retail versus wholesale, established versus start-up, or service versus manufacturing
  • Business statutory structure – company, sole proprietorship, or partnership
  • Business managers/officials
  • Preferred selling mode or sales plan 
  • Experience of key business officials
  • Your target customers or marketing plan
  • Required business support systems – advertising, customer service,  or promotions 
  • The market needs you aim to satisfy


Some guidelines you need to take into consideration while drafting your business description document include:

  • Emphasis for liveliness 
  • Base your focus on your target market
  • Avoid traditional business models
Write a Lively Document

You need to describe your business in a lively, exciting way.  This rule pertains to your use of language. A suggested technique for garnering audience interest in your business strategy is the use of active as opposed to passive language. This tactic will show your readers that your business ‘has life’. Normally, persons would like to associate themselves with ‘lively’ organisations. So will you audiences.  

Let your Target Market to Guide your Focus

The direction your business will take is dependent on your target market.  This relationship will influence issues such as pricing, product placement, and customer support services.  

Avoid Conventional Business Prototypes 

While desiring your business, do not shy away from devising creative, original models. This disposition will allow you to move away from ‘tired’ business models. These conventional models could have long outlived their usefulness.

Describing your Mission Statement

Your mission statement is basically a brief, 1-2 sentences) description of two major business aspects, namely:

  • Your business’ purpose
  • Your target market

Business Purpose

Your business’ purpose refers to the role your proposed business will play within your target market. You need to clearly identify any existing market needs. You then describe how your business will satisfy the stated market needs.  

Target Market

You need to clearly state what your target market is. This requirement will make you to segment your market. After segmentation, you describe your targeted customers and their demographics.   

While describing your business, you basically; State your proposed business’ mission statement, and define your business.  These are business strategic plan elements. Your business description informs your audiences about certain business strategy details. These particulars include; Business launch date and events leading to its launch, Your type of business, Business statutory structure, business managers/officials, Desired sales plan or selling mode, Experiences of key business officials, your marketing plan  or your target customers , Required business support systems – advertising, customer service,  or promotions, and the market needs you aim to satisfy. Your mission statement is essentially a short account of two main business characteristics, that is, your business’ purpose, and your target market.

Copyright (C) 2016, Simple Alliance Kenya Limited

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