Company
The implementation of the specified project will be carried out by the open joint-stock company "___________________".
The purpose of this society is:
Creation of production capacities for the production of ________________________ for
(regional markets) ___________________ and ___________ (foreign markets);
Creation and implementation of technologies; _____________________________
Construction of access roads and highways (if required);
Construction of service facilities (if required: indicate which ones).
Founders
Joint Stock Company "___________________" (address)
Property fund of _____________________ district (address)
Joint-stock company closed type"___________________" (the address)
State Enterprise "____________________" (address)
The authorized capital of the Joint Stock Company is ____________ billion rubles, divided into _________ thousand ordinary registered shares with a par value of _________ thousand rubles each. each. By the time the company was registered, the founders subscribed to all _______ thousand shares (if not all, indicate how many).
The Company owns the right to use a land plot with an area of ______ hectares. Possible partners: ______________________________
Preliminary negotiations were held with the company _______________ on the supply of equipment, design surveys for the organization of production _______.
The binding of the project will be carried out by the design institute "" (address).
The initiator of the project has a good reputation in government, business and financial circles, which can serve as a prerequisite for the successful implementation of the goals.
Annex 5
An example of a description of consumer qualities of products (mini-bakery "Russian bread".
Our bakery - bakery produces bread, bakery products from yeast dough. Bakery products are baked according to different recipes, different in taste and weight. All products are made from wheat flour of the highest or I grade. 3 types of loaves are baked. However, one should take a closer look at open pies, which are baked according to a special recipe. We intend to make them a "visiting card" and the pride of our bakery. Every day our assortment will consist of 15 types of products. Our product is an essential product, because. We care about the nutrition of people. Demand for bakery products is inelastic.
Among the features of our products, I would like to highlight the following: original taste; high quality; product freshness; appearance; technological superiority.
All manufactured products of the bakery are marketable due to the specific features of the baking industry:
Bakery products are consumed daily by the entire population;
Let out production belongs to low-transportable and is calculated on the certain microdistrict;
Limited terms of implementation;
The main raw material is flour, which is characterized by high transportability and relatively long shelf life.
We believe that, perhaps, not a novelty, but a rarity, our products will be on the market for a long time, because. There are no bakeries in the _____ area that use recipes similar to ours.
Our products are not protected by copyright. We wrote out recipes from magazines (“Bakery of Russia”, “Bakery production”, collections of technological instructions for the production of bread and bakery products, a reference book on baking production, a reference book for a process engineer and a reference book for a worker in the baking industry). Then we make changes to the recipes.
Many do not know how to write a company history. From which side to approach the future text, what should it contain and what should be emphasized. Therefore, new stories about dynamically developing companies and creative teams of international professionals are constantly appearing on the Internet.
I would like to ask the owners of such sites - do you believe in what is written? I think no.
Moreover, the problem lies elsewhere. The whole text is like self-praise. The company extols itself, shakes off the dust from the pedestal and hangs fake medals. It scares off and does not stimulate in any way to work with such an organization.
Remember that all people are selfish. We are focused primarily on ourselves and loved ones. Therefore, you need to write a text about the company with an emphasis on the reader. Complicated? Certainly!
Hit the problems of the target audience
Look at large international companies. Almost always, they begin the story by describing how their creator or team of specialists came up with an impressive idea. Be it very delicious drink or diapers - it doesn't matter, the presentation is important.
It is usually told that a person did something for himself and appreciated the result. And then I thought that I need to make the lives of others better. And further text is served with sauce "we work for you". The technique works flawlessly.
Try to cover the most important questions. Surely your consumers have doubts, for example, a long wait for an order or long queues. Make sure they don't run into this. Just do not cheat, otherwise you will achieve a negative marketing effect.
This technique is used almost everywhere. Especially when you order. Everything revolves around the problems of the target audience.
How to get into the problems of the target audience
A good idea is to allocate a separate block for closing the problems of the target audience.
For example, you have a pizza delivery service. The main problem of the target audience is the quality of dishes and the speed of delivery. Play it up in your company text:
« In 2007, we expanded the hot shop. We installed new equipment from the company N and began to bake up to 100 pizzas per hour. No quality loss.
To ensure that you always receive hot meals, we have changed the approach to delivery. We carefully select couriers, conduct monthly Maintenance cars and installed navigators showing traffic jams. The courier will reach you in 1 hour, even in the snow and the apocalypse. Or you get pizza for free».
See? We raised the problems of the target audience, showed what we did to solve them and what results it led to. This is both a story and an advertisement. Try to use this technique in the block about the growth and development of the company.
Engage in dialogue with clients
Since you need to tell the story of the company and not miss the marketing effect, try to get in touch with the customer right away. Raise important questions and answer them right away. You can communicate with the visitor in person, that is, greet him and positively invite him to immerse himself in the history of the company. Reception is effective and suitable for almost any company.
How to enter into a dialogue with the reader
Appropriately use appeals to the target audience. In the spirit of "we did something for you." For example, " We have updated the taxi fleet to improve the comfort of travel. Now executive-class cars with air conditioning and a mini-bar will come to you. Ride in comfort».
Talk to the reader in other blocks. For example, talking about the very idea of creating a company. " In 2001, we analyzed the real estate market and realized that there were few honest realtors on it. And we understood - it's time to solve this problem so that you can buy quality apartment no tricks».
Feel the rhetoric? We deal directly with the client. Show him a benefit or tell a personal story. This is cooler than a dry listing of facts and achievements.
Give a development story that solves customer problems
You can talk about key milestones. For example, opening a new branch or introducing advanced technology. It is important here to link the event to customer problems.
For example, your target audience wanted fewer lines. And you solved it by introducing an electronic coupon system. That is, show that your task is to solve customer problems, and not just generate profits.
Leave the spotlight target audience and try to get her interested in working with you. Proceed as in . But be careful, more secretive.
How to show development history with customer problem solving
Keep the reader in the spotlight, even if you list the main stages of the company's development.
First, sketch out the main milestones on paper. In 2001 we bought new machines, in 2004 we expanded the plant by 2 more workshops, in 2008 we introduced technology to improve product quality. Write whatever comes to mind.
Then clear the story of useless moments for the reader. For example, there is no interest in the next meeting of shareholders or corporate holiday. This is a subject for a press release or news.
Take the remaining facts and twist them in the direction of the reader. For example:
- We bought new Y machines and improved the quality of our products by 21%. Now your washing machine will last 2 years more! Save on technology wisely.
- We built 2 new workshops and entered foreign markets. The cost of all products fell by 15% and retained the same quality. You will have money left for nice little things and useful accessories.
- We have implemented new technology window soundproofing. The apartment will become 40% quieter - even the loudest alarm will not interfere with your rest.
Take an important event, see what it led to, apply it to the interests of clients and write. So you get to the heart of the target audience.
Show professionalism
Since without important events and successful transactions are impossible, then this can confirm your professionalism. Submit your diplomas interesting examples works or just eminent clients. Ideal if you have worked with big companies known to everyone.
Do not slip into formalism. Try to submit important topic with a positive attitude and show that you are trusted for a reason.
How to show professionalism and expertise
There are several options here:
- Place diplomas and sign them. Tell us in a nutshell why you received them, what was done for this. Maybe you learned something while participating in the next competition?
- Show big clients. Tell what you have done for them. Show photos of the project, describe what results you have achieved. Briefly, leave the full analysis for the case. Most importantly, remember about the signed NDA, so as not to blurt out too much.
- Show your coolest project. Is there something unreal, large and expensive in the bins? Show it. Make a separate block in the spirit of "in 2010 we built a complex spherical house in the region." Next, briefly describe the uniqueness of the project and what you learned. Translate the text into the world of the reader, adding how your new skills will help future clients.
Give the company a face
Most companies prefer to hide behind faceless images. As a result, people get the impression that they will work with a number manager. Such an invisible person does not cause a feedback emotional connection.
So good decision will post photos of important employees. Or even a small video presentation of the company. This will humanize the organization in the eyes of the visitor, giving additional credibility.
Here you can add principles, ideas and ideals. Show that you work not only for profit. In addition to it, there is some kind of mission, aspirations and social responsibility.
It is worth noting that I myself do not always follow this point. You can see this on the site, where I appear as Lemur-copywriter.
How to give the face of the company
- Make a stand with branding. Or take a picture against the backdrop of a monochrome canvas, and then replace it with branding.
- Take a photo of each employee. Previously, you will have to work with those who doubt their appearance. Support them, include them in the process of preparing and processing photos. The more a person is interested, the less nervous he is.
- Post photos on the site. Sign: who is it, what does it do, how does it help clients.
Remember: You can't use stock photos. All these images of Harolds grinning forcedly reduce the credibility of the site. Any person who has been on the Internet for more than a month will immediately burn fake pictures.
Hook the customer
It is not enough just to write all the necessary information in the history of the company. You also need to keep the client, constantly reminding him of yourself. And this can be achieved without running after each visitor.
Just place at the end of the newsletter subscription form or an invitation to join a group in social networks. In exchange, you can promise a free book, small bonuses, or just regular sending of interesting and important information.
The result is obvious. The client is on the hook and constantly remembers your company. Therefore, when he needs the appropriate services, the right brand will immediately pop up in his brain.
How to lure a customer into a sales funnel
- Make the shapes noticeable but not annoying.
- Simplify your subscription. Minimum fields to fill in and action in one click.
- Work with the audience. Set up a welcome message. Let the client see that you immediately keep your finger on the pulse.
- Send regularly interesting information. Send out a newsletter every one or two weeks. No spam. Let the user feel comfortable and trust you.
Remember how the big three SMM specialists do it. Beeline regularly teases MTS and vice versa. All of them look for controversial or interesting messages from users and respond under them. Such tweets and posts on social networks regularly visit major entertainment resources. And this is virality and conversion growth.
Summarizing
Writing the history of a company is a very interesting and non-trivial task. You need to balance between informative and narrative elements. Each organization has to choose its own “ratio of ingredients”.
I would say that sometimes it is easier to compose . But there is something to tell about every company. It is important to delve into the available information, split the owners and convey the whole essence to the reader.
Based on the above, you can try to create a compelling text yourself. Play with formats, include new items or remove old ones. The result might be interesting.
Or just contact Lemur-copywriter. I will write you an interesting text about the company that catches users.
Some experts believe that only a small percentage of visitors look at the "About" page. Despite the fact that it is she who often gives users a decisive impetus to make a decision in your favor.
In this article, you will see 10 outstanding examples of how to talk about yourself without clichés, with taste and inspiration.
Three important questions:
- Who you are?
- Why are you doing this particular business?
- How are you different from your competitors?
It is desirable that the text was written by you personally, and not by a custom author. Let not perfect in terms of style, but sincerely. The fact is that no copywriter will convey the features of a business better than its owner.
The famous SEO company Moz told its story with the help of infographics, in the form of a timeline:
A similar example - with the Russian service "Megaplan" - the guys made up short chronology company development:
Company's mission
Here you need to briefly and clearly express the main mission of the company - what you do and why.
Moz presents its values in a fun way - with the help of the Tagfi robot, the symbol of the company:
The Econsultancy service collects video reviews:
For large corporations, a purely business style is more suitable. For example, a description of the mission and values of Sberbank of Russia is several pages of text. At the same time, you can’t reproach the authors for being unnecessarily “spread with thought along the tree” - the information is presented concisely, thesis, it’s just that there is really a lot of it (only part of the text is in the screenshot):
Photos of the guide
Photos of the management or key employees of the company allow a potential client to look at you not as a faceless office, but as a team real people. And you can play it in different ways. You can simply post a photo indicating the position and short biography. Typical example- Megaplan website:
Some companies here are ready for non-trivial presentation and experiments. So, the Digital Marmalade website presented its employees in the spirit of a team of superheroes from comics:
Lateral brought their team images to life (silhouettes move when hovering over them with the mouse)
The Novosibirsk web studio Analitic Face posted caricatures of employees instead of photos:
interactive content
As you can see, the About page doesn't have to be boring. There are many options for its design. Approach the matter with soul and love, and this page will become truly memorable and inspiring.
Whether you're building your own website or just looking for information about an organization or individual, the About page is an important part of every resource and blog. Why? Because it's usually one of the first links that visitors click on when they land on a site. And if they are not impressed, then you can expect users to leave your site without reading your content, signing up for your newsletter, or making a purchase.
But what makes a compelling About page?
To begin with, the page should be informative. This doesn't always mean that it has to tell the whole story, but it should at least get people the idea of who and what you are. In addition, the page should contain social proof, testimonials, and some personal information, which viewers refer to education, family, etc. It would also not hurt to make sure that the page displays normally on mobile devices, because everything more people go online with them.
In fact, everything is not as difficult as it seems. The main purpose of the "About" page is to help the visitor see the essence of the person or business. If you know who you are and what the purpose of your site is, the About page will look natural. But if you're still looking for inspiration, you can always refer to the following 25 examples of the best About Pages.
1. Yellow Leaf Hammocks
Screenshot of Yellow Leaf Hammocks
Yellow Leaf Hammocks is a company trying to save the world with hammocks. The brand plans to achieve this goal with hammocks hand-woven by artisans in Thailand. One idea should be enough to make this brand worthy of your attention (and money), but the story of how founder Joe Demin discovered these hammocks and the poverty statistics found on the About page are equally compelling. Both stories humanized the brand, the company, and the product that should motivate you to buy.
2. I Shot Him
Screenshot of I Shot Him
Don't be surprised by the name. I Shot Him is not a violent or bloody site. In fact, this is a creative studio located in San Francisco. There's a lot going on here, but it's notable how the brand expresses its "oddness" and has fun on its "About" page. Here you can easily find more information about the team without clicking or redirecting to other pages.
3. Dashing Dish
Screenshot of Dashing Dish
The Dashing Dish website aims to provide people with healthy food recipes that might otherwise be classified as "unhealthy and unhealthy." What makes Katie Farrell's story fascinating is that it's personal. Nothing awkward. Just an honest story about why she founded Dashing Dish. There's also an accompanying video and a collection of facts that give visitors even more insight into Katie and her business. By visiting the site, you will feel that you personally know Katy and want to support Dashing Dish
4. Gummisig
Screenshot of Gummisig
Gummisig is a web designer who skillfully and humorously uses large text to draw attention to his job description. While he speaks proudly of the companies he designs for, like IKEA, he doesn't brag. The page also has customer testimonials, and its tone is equally responsive and friendly, even if you just need a simple web site design for your small business.
5. lessfilms
Screenshot of Lesser Films
LessFilms is a video company that decided to show their wit and sense of humor by building a website around wrestling. Yes, on professional wrestling. Either way, it works. The result is a unique original page that adds more personality to LessFilms. This, in turn, gives the client a feeling of absolute comfort when they hire a company to create a video.
6. Moz
Screenshot Moz
Moz decided to provide visitors with a timeline to tell their story. But the site is not overflowing with details. Instead, the SEO consulting company highlights the most important points circular images on a track that can be easily scrolled. With this method, Moz can show off its awards and achievements without showing off.
7. I Am Dan
Screenshot of I Am Dan
Dan gives us all the "clichés and stereotypes" you'd expect to find on an About page, but in a simple, interactive way. Instead of displaying all the important information related to his graphic work and web design on one page, offers separate links to your resume and contact information. Overall, this is a clean page that follows current trends.
8. Tumblr
Tumblr Screenshot
Tumblr has an almost excellent About page. It's clean, easy to read, and offers all the important information (such as the number of blogs or employees) in the foreground in the center of the page. If you scroll below, then you will also be spoiled with the latest blog posts, which are usually based on hot topics. It's fun and informative.
9. Jared Christensen
Screenshot by Jared Christensen
Jared Christensen is a graphic and interactive designer and has created many anti-About pages. He provides all the information a potential employer would ask for, but he does so in a witty and honest manner, such as calling the About Us tab "Yawn." Obviously, Jared has had some fun on this page and it's like a breath of fresh air for the users.
10. Toby Powell
Screenshot Tobey Powell
Toby Powell is a website designer who has done an outstanding job with his page. Powell uses large text in front of the background, which resembles a crumpled document. He also makes a portfolio of his work available to anyone interested. Interesting feature pages - an empty profile outline. It's so cool!
11. BentleyMotors
Screenshot of Bentley Motors
Bentleys are among the most prestigious and luxurious vehicles on the market. Their About page showcases prestige with a clean and elegant design that features stunning professional images and an interactive way to explore the history of the brand, factory and latest Bentley updates.
12. Andrew Reifman
Screenshot by Andrew Reifman
If you dedicate your life to freelancing, then you know how important it is to sell people not only your talent, skills and resume, but also who you are. Andrew Reifman excelled in this area. The designer included all the important information on the "About" page, but presented it comically and framed it in a video game theme. It certainly gives you an idea of who Andrew Reifman really is.
13. Joseph Payton
Screenshot by Joe Payton
And here is another web designer, his "About" page is one of the most interesting. Joseph Payton showcases his talent right on the page with a caricature of himself (there is also an animation that you can see by visiting the site). Whether you read his entire story or just a summary, Joseph has already proven how talented he is. But his page is so amazing that it's worth just being around.
14. FortyOne Twenty Inc.
Screenshot of FortyOne Twenty Inc.
This San Diego-based media company has a clean and flowing "About" page that shows the different talents of each of the team members. Most impressive, however, are the testimonials from, for example, Jason Ehrlich, Executive Producer for NBCUniversal. Below is a list of companies and organizations that have trusted FortyOneTwenty such as San Diego Chargers and BMW. It's a fresh, easy-to-navigate page that also shows that it's a trusted and reputable company.
15. Adidas
Screenshot of Adidas Group
In any other case, we would say that there is too much information here for the "About" page. But Adidas has done an excellent job of breaking the mold. What information can you find here? Almost any: be it brand history, strategy or various brands under the auspices of Adidas. Despite the abundance of information, there is nothing superfluous on the page.
16. TimFerriss
Screenshot of Tim Ferriss
You may have heard of Tim Feris in connection with his successful projects 4 Hour Work Week and 4 Hour Body. If you read his blog, you can even find all kinds of inspiration to change your lifestyle. But why is his About page included in this list? The most obvious point is the constant use of a third party. This changes the pace from other pages that are narrated in first person. The use of third person forms also allows Tim to talk about his accomplishments without showing off.
17. MailChimp
Screenshot of MailChimp
Apparently, more than 5 million people use MailChimp to create, send and track email campaigns. Anyone knew? Not likely, and that's a smart move on MailChimp's "About" page. A great example of how to use the About page as a presale. It's simple, fun and effective.
18. The Nerdery
Screenshot of The Nerdery
The Nerdery - interactive production company, which was created by "nerds" for "nerds". In an effort to be in line with this theme, the company took the opportunity to make the "About" page in the form of a periodic table of "nerd" features. It's funny and fully reflects the carelessness of the company.
19 National Geographic
Screenshot of National Geographic
For a publication created in 1888, National Geographic seems to have an amazing grasp of technology. Their site is full of beautiful images that made the magazine famous. Their About page is no different. Apart from a very short story, minimal clearance the page includes subsections of the site that are interesting for users (work, photos, grants, donations, etc.).
20. Chattanooga Renaissance Fund
Screenshot of Chattanooga Renaissance Fund
The top section of the Chattanooga Renaissance Fund site should put investors and entrepreneurs in a position to consider the city of Chattanooga, Tennessee, mentioning its rich history and companies located in the region, such as Amazon and Volkswagen. As you scroll below, you will find information about the team members, accompanied by functionality for startups, investors, and third parties to further explore the site.
21 Chappy Barry
Screenshot of Chap Barry
Here's another page created by the developer. Barry Chapman's page is worth noting because it keeps the "About" section light, simple, and a bit "trendy".
22.Apptopia
Screenshot Apptopia
Want to know our favorite part of Apptopia's "About" page? This is honesty. Here is a company that cares about making money, not what friends imagine. In addition, the page is clean and dedicated to the people who make Apptopia exist. Not only information about employees is provided, but also links to their profiles in social networks.
23. MoleCube
MoleCube Screenshot
The Quebec-based game studio uses its homepage as a "destination" for all the information users need without having to search all over the site. It's a playful and aesthetically pleasing page that captures the essence of the business.
On this topic, the author writes that after looking through more than 300 pages of “about us”, he came to the conclusion that few people know how to make this page effective. Although this is perhaps the most important page, it is here that they decide whether to continue communicating with you by phone or in person.
Common copywriter mistakes
- the text “about us” is written in the third person (about the mythical “them”, it turns out);
- widespread use of stamps a la "team of professionals";
- boring long texts instead of videos, infographics, photos of employees;
- boring short texts (a few sentences and contact information), unsuccessful or low-quality photos of the team;
- arrogant texts and negativity about competitors (“do you still buy from these losers?”);
- the nuances of the perception of web content are not taken into account (we read the materiel - Jacob Nielsen);
- “Bug” and pompous or, on the contrary, familiar tone (leave “You” for personal letters);
- ignoring text markup (readers “scan” your page and quickly highlight snippets that they should read - for example, this list);
- ignoring - a good font is as readable as possible and will please readers (and you will get a plus in karma for this);
- small print (recommended 14th size), bright color backgrounds, animated banners (all this is very annoying for an adult audience).
Readers are looking for the answer to the question “how can you be useful to me?” on the “about the company” page, so it makes no sense to write dry facts and figures - it is better to emphasize the advantages against the background of competitors. Coffee for checkin? Free shipping? Facebook fan discount? Recycled packaging? Pay a portion of your profits to charitable foundation? Saving up for an office in Miami?
A good example is the email marketing service Mailchimp. Already in the second paragraph they write:
But enough about us—let's talk about you. Whether you own a business or manage email newsletters for clients, you need an email-marketing service that takes care of the complicated stuff so you can focus on your job.
By the way, they have a separate respect for the image. They chose a monkey as their corporate character. The site has replicas of the character and a lot of great (photo)graphic elements.
On the "about us" page of the English printing company MOO:
When we say "we love to print", we really mean it. In this section you"ll find out more about MOO and the work that goes on behind the scenes. From the paper to the packaging, the people and the press. Pull up a chair and make yourself at home.
Another example is the Kazakh company GOOD! , which offers services in the field of marketing and advertising, writes beautifully and concisely:
And this is how the text about Rutorika begins:
Each part of the story is functional, informative, and engaging. This is the rare case (I speak as a copywriter) when graphic performance wins over text. By the way, it is noteworthy that after the Our Story tab, Your Lifestyle follows.
It is beneficial to make this page attractive - it is visited not only by potential customers, but also by job seekers. A rare company is not looking for valuable personnel for the future. In addition, partners, contractors and competitors watch it.
The “about us” page is also needed by online stores. Otherwise, you have to look at the copyright (year of creation) and look for reviews. But you can make the task easier by creating a good, selling page about the company and collecting a kind of FAQ (answers to frequently asked questions).
By the way, this great option work with - even if there are any, you need to answer them and offer an alternative. A "faceless" business can be revived by showing who works in the office, who delivers the goods, and so on. Remember why the company is popular (yes, even tracing paper with Ben and Jerry's).
Try to express the principles of work, business philosophy and you will immediately find like-minded people. The more extraordinary you do it, the more resonance you will cause (at the time to attract!). And the most important thing is to be able to briefly express the essence. What is needed is not a slogan (although it also does not hurt), but positioning. And you need to enter it in the description field (page meta tag), so that everyone is clear and light in their hearts :)
Finally, let's show how our about page is designed:
