Company profile design for software startups

The problem and the product

Open with the problem your customers have and how the product solves it, in plain language. A few clear screenshots or a simple diagram of how the product works help readers picture it. Crop screenshots to the relevant part and remove any real customer data. Avoid long feature lists; group features by what they let customers do.

Who reads a start-up's profile

Customers and traction

Name customers only with permission, and use their logos only if they agree. Traction figures, such as customer numbers or usage, should be accurate, dated and defined clearly. A short customer quote, used with consent, can say more than a metric. Avoid vanity figures that do not reflect real use.

Security and data claims

Larger buyers will ask how you handle data and security. State only what is true: where data is stored, certifications you actually hold, and practices you follow. Do not imply a certification is held if it is in progress, and avoid absolute claims such as 'completely secure'. Check data protection statements with your adviser, and offer detailed documentation on request.

A start-up profile structure

1. 01

   Problem and product

   What you solve and how.

   Output: Pages 1–2

2. 02

   Customers

   Who uses it, with permission.

   Output: Page 3

3. 03

   Security and support

   Data handling, support model.

   Output: Page 4

4. 04

   Team

   Who builds and supports it.

   Output: Page 5

5. 05

   Roadmap and contact

   Direction and next steps.

   Output: Page 6

Example: a profile for a scheduling software start-up

Before sending

Team

Buyers relying on a start-up want to know who is behind it. Short bios of founders and key staff, focused on relevant experience, help. Mention how support is provided and by whom. Keep photos and roles current.

Roadmap without overpromising

Describe the direction of the product in themes, such as more integrations or better reporting, rather than specific features with dates you may not meet. Buyers may hold you to dated promises.

Versions and updates

Start-ups change quickly. Keep an editable master and update screenshots, customers and figures regularly. Versions for different buyer types, such as small businesses and larger organisations, can lead with what each cares about most.

Design and format

A clean layout with plenty of space, your product's own colours and type, and screenshots framed consistently suits a software company. Keep the PDF accessible and of a size that emails easily, since profiles may be forwarded within a buyer's organisation.

Integrations

If your product connects to other tools, list the integrations that exist today and say which are built by you and which rely on third parties. Other companies' names and logos may be protected, so use them as their owners permit. Mark anything planned as planned rather than available.

Support and onboarding

Buyers want to know what happens after they sign: how onboarding works, how support is reached and in what hours. Describe what you actually offer, and keep it consistent with your terms. If support is limited at an early stage, say so honestly; buyers prefer accurate expectations.