Wondering what should be included in the company overview section of your business plan? This complete guide breaks down every element trades and service business owners need — plus a free Company Overview Builder Checklist to help you get started.
If you’ve ever tried writing a business plan and stopped halfway through the Company Overview section, you’re not alone.
Most small business owners—especially in the trades—either skip it or throw in a few generic sentences like, “We provide quality service at a fair price.”
But here’s what you should know: your Company Overview isn’t filler text. It’s your business identity card—where you prove to lenders, partners, and even your own team that you’re more than just a toolbox on wheels.
It’s where you show what your business stands for, where it’s going, and why it exists.
In this guide, I’ll walk you through exactly what should be included in the company overview section of your business plan—specifically for trades and service-based businesses like plumbing, electrical, HVAC, construction, and renovation companies.
No fluff! We’ll also look at a few common mistakes and wrap up with a free downloadable Company Overview Builder Checklist to make the process simple.
What Is the Company Overview Section of a Business Plan?
Think of the Company Overview as your business’s first impression. It sits right after your executive summary and introduces the who, what, where, and why of your business.
For trades and service businesses, this section builds credibility. Investors and partners want to see that you’re legitimate—licensed, insured, and experienced.
They want to understand your service area, business structure, and what makes your company stand out.
If your business plan starts with How to Write a Small Business Plan (Step-by-Step Guide), the company overview is your next crucial step in telling your story with purpose.
Why the Company Overview Matters for Trades & Service Businesses
For most tradespeople, the business starts with skills—fixing furnaces, rewiring houses, repairing leaks. But as the business grows, credibility becomes just as important as craftsmanship.
Your company overview tells clients, lenders, and potential partners that you’re running a professional operation, not just taking on odd jobs. It helps define your structure, team, and mission.
A well-written overview can also set you apart from competitors. For example, if your plumbing business specializes in eco-friendly installations or your HVAC company uses digital diagnostics, that’s part of your brand story—and it belongs in this section.
What Should Be Included in the Company Overview Section
This is the heart of your business plan. Each part adds clarity, credibility, and structure to your business identity.
Here are the eight essential elements every trades or service business should include:
1. Basic Company Information
Start with the essentials—your business name, location, contact details, and legal structure (sole proprietorship, partnership, or corporation).
For example:
“ProHeat Mechanical Inc. is a registered HVAC services provider located in Lethbridge, Alberta. The company was incorporated in 2018 and specializes in residential and light commercial installations.”
These simple details set the foundation. Keep them factual and consistent with your business registration documents.
2. Mission and Vision Statement
This is where you explain why you exist and what you stand for.
For trades businesses, keep it grounded and genuine. Avoid corporate jargon like “market-leading synergy.” Instead, use clear language that reflects your purpose.
Example:
“Our mission is to deliver safe, reliable, and energy-efficient heating solutions that improve home comfort and sustainability for every client.”
This aligns closely with the ideas discussed in Remove Chaos in Business – How to Use Visionary Planning, emphasizing the importance of clarity in your business direction.
3. Products and Services Overview
List the key services you offer and any unique specializations.
Example:
“ProHeat Mechanical provides furnace installation, boiler repair, duct cleaning, and seasonal maintenance packages for residential clients.”
Be specific. If you serve both residential and commercial clients, say so. This gives potential lenders and customers a quick sense of your capabilities.
4. Target Market & Service Area
Define who you serve and where you serve. Mention your target customer type and geographic area.
Example:
“Our primary market includes homeowners in Lethbridge and surrounding communities. We also provide small commercial maintenance services for property management firms.”
This helps readers understand whether your operations are local, regional, or national—and how your business fits into its community.
5. Unique Selling Proposition (USP)
What makes your business different?
Maybe you’re the only local electrician offering 24/7 emergency services, or your construction company guarantees on-time project completion.
“Our competitive edge lies in our rapid response time and 10-year workmanship guarantee—backed by a fully licensed team.”
This section is where your brand personality shines. It’s also a great place to reinforce consistency with posts like Essentials of a Business Plan – What You Need to Know.
6. Business History or Background
Here’s your story. Talk about how and why you started, what inspired you, and how you’ve grown.
Example:
“Founded by two Red Seal-certified technicians, ProHeat Mechanical began as a weekend side business before expanding into a full-time operation serving over 800 households annually.”
Authenticity resonates. Sharing your journey humanizes your business and builds trust.
7. Ownership and Management Personnel
This section matters, especially if you’re seeking funding or partnerships.
List key owners, managers, or supervisors. Include brief bios that highlight experience, certifications, or leadership roles.
“ProHeat Mechanical is owned by brothers Daniel and Lucas Martin. Both hold Red Seal certification in HVAC and over 15 years of combined industry experience.”
If your team structure is growing, you can also reference how you’re addressing this in How to Use SMART Criteria to Set Objectives for Small Business.
8. Future Goals
Wrap up your company overview with a glimpse of where you’re headed.
“Within the next five years, ProHeat Mechanical aims to expand into energy audits and smart home HVAC integration, targeting a 25% annual growth rate.”
Future goals show ambition and planning. Link them to broader objectives or strategic steps you’ve outlined in Simplified Strategic Planning for Small Biz – How to Conduct One.
What NOT to Include in the Company Overview Section
Just as important as what goes in is what to leave out.
- Don’t include detailed financials — those belong in your Financial Plan.
- Avoid confidential information like client lists or vendor pricing.
- Steer clear of vague fluff like “We aim to be the best.” Everyone says that. Instead, show how you achieve excellence.
For more context on business plan pitfalls, check out The Best Business Tips To Avoid Common Small Business Mistakes
Example of a Company Overview for a Trades Business
Here’s a sample you can adapt to your own business:
“BrightWorks Electrical Ltd. is a locally owned and operated electrical contracting company based in Lethbridge, Alberta. Founded in 2018, the company provides residential wiring, panel upgrades, and safety inspections across the metro region. Our mission is to deliver safe, code-compliant, and affordable electrical solutions backed by exceptional service. With a team of five certified electricians and an expanding service fleet, BrightWorks has completed over 1,200 projects since its inception. Over the next three years, we plan to add renewable energy installations to our service line.”
Short, specific, and authentic—exactly what your reader wants.
Common Mistakes in Writing a Company Overview
Here are a few traps to avoid:
- Writing too much background and not enough structure.
- Copying content from templates without customization.
- Forgetting to include measurable details like service area or years in business.
- Leaving out what makes your business different.
Avoiding these mistakes not only strengthens your overview but reinforces the points discussed in The Most Common Mistakes in Business – How to Avoid Small Business Traps.
Free Company Overview Builder Checklist (Downloadable Template)
You don’t have to start from scratch.
Download your Free Company Overview Builder Checklist – Created by ImproveBusinessProcesses.com to make sure your section hits all eight essential elements.
This checklist walks you through each component step-by-step—so you can build your company overview with confidence and consistency.
👉 [Download Your Free Checklist Now]
It pairs perfectly with the Business Plan Templates Bundle for Small Businesses (Free & Editable) and Financial Projections for Small Businesses for a complete planning toolkit. Access this in the post: 8 Proven Steps on How to Write a Small Business Plan that Works!
FAQs About the Company Overview Section
What should be included in a company overview section?
Include your company name, structure, location, mission, services, market, unique selling proposition, management team, and future goals. These elements give readers a complete snapshot of your business identity.
How long should a company overview be in a business plan?
Keep it concise—typically one to two pages. Long enough to cover key details but short enough to hold attention.
What’s the difference between a company overview and an executive summary?
The executive summary gives a big-picture snapshot of your entire business plan. The company overview focuses specifically on who you are, what you do, and why your business exists.
Final Thoughts
Your Company Overview is your business’s story, identity, and credibility all rolled into one section. It sets the tone for everything that follows—your strategy, operations, and financials.
When written with clarity and authenticity, it helps your business plan stand out in a sea of generic templates.
Ready to build yours?
Download your Free Company Overview Builder Checklist – Created by ImproveBusinessProcesses.com and start crafting a professional, compelling overview today.
