Company/Product Overview Use-it Cases Approach For Communication As a “send ahead” when you want to introduce your company and product to customers and investors. For any number of collateral “packages” i.e. perspective employees, customer “leave behinds”, etc. Overview The two-page overview serves as an effective introductory piece of collateral. The front page contains compelling high level information about your company. The back (or second page) is dedicated to your product and services. This piece of collateral is a good place to start branding your company. It needs to be attractive and well written. You will need to use your logo and the colors selected that you will use on all your collateral. The front page is almost like a mini business plan. It has much of the same information, but needs to make the most important information clear in a very succinct manner - only a paragraph or two. These are the sections that you will be describing on the front page: Business Model The Problem Being Addressed Your Solution (remember the entire back page is dedicated to more detail on the product so talk in terms of the solution for your customer) The Market Your Sales Strategy Your Management Team Your Contact Information The PowerPoint slide in the tool provides a series of questions for each section that you need to answer in your topic sentence for each paragraph. The back page gives more insight into your product and services. The sections on this page include: Product Description Key Benefits Features and/or Specifications A Visual Element that depicts your product A Comparison to your Competitors Pricing and Ordering Information (this section is optional, but may allow you to better use this piece of collateral with customers.) Again, the tool contains key questions that should be answered in each section It is helpful to write the key messeages that you want to include in each section. Then work on connecting the sentences into paragraphs that flow well. 1

Market Forces Diagram Business Model Market Who is the company serving? What size is the market? What is the profile of the target markets and why? Problem Being Addressed What is the problem the company is solving for whom ? What is significant and compelling about the situation and opportunity to correct it? Solution Describe at a high level what the products are and how they are differentiated from competitor products? Sales Strategy How will you identify and approach your customer base? Management Who is your management team and why are they well- suited to this endeavor? Contact Information (See reverse side for details) Name Address 1 Address 2 City, State Zip Web Site General What is the overarching purpose for the company to exist? How will the company make money? What does the “ecosystem” or value chain that the company belongs to look like? 2

Many people spend so much time entrenched in their product that they forget that other people don’t automatically know their product. It is important to start the brochure or datasheet with a very concise description in order to put the features and benefits in context. If you have multiple products in your product line, make sure that this or each subsequent datasheet quickly differentiates each product from rest. Visual Element Comparison to Competitors Since your audience will probably be looking at your product alongside the competition, you will want to highlight the features that set your product apart from its top tier of competitors. Pricing and Ordering Information A picture, screen shot, or a diagram that shows either the components of the product or how the product fits in its environment should be on the front page. A statement of the key benefits of the product. Three bullet points are ideal. If this is a technical audience list the three key features and their benefits. There should be a listing of features and benefits if it is a software package. If the product is hardware then specifications should be included. When writing up features and benefits keep your competitors in mind. How is your solution bundled for pricing? Have all your purchasing information at the bottom of the datasheet. Include all copyright and trademark information. Product Description Key Benefits Features and/or specifications 3