Worksheet
Your Business
Glass Mountains
Who are you writing for?
When you are writing consider a new starter to your business, or a new external partner. Keep language as jargon free as possible. Feel free to share only the business information you feel appropriate - with external partners, you can always ask them to sign an NDA.
Introduction
This worksheet captures the key information about your business.
It is designed to provide a clear, shared understanding of how your organisation works, what it does, and the context it operates in
Doing so provides a clear, shared reference point for understanding your business, both internally and externally. For example, when working with external partners such as agencies, having this information in place helps them quickly understand your organisation and provide more relevant and effective support.
By capturing this context up front, decisions about websites, content, and marketing are far more likely to align with the real goals and direction of the business
How to use this worksheet
- Decide which people in your organisation who should contribute (if any) & gain their approval.
- If you are unsure about an answer, capture what you can, seek help. You can always refine it later.
- Not all businesses will have clear answers for every section, particularly around metrics or digital activity. Whilst this is not unusual, it is advisable to use this opportunity to begin seeking answers.
- Remember: the overall aim is to build a shared understanding. And your answers can be revisited and updated as your thinking develops.
Start with the shape of the business
Keep this at organisation level. You do not need to describe every product, audience, or website detail here.
History
Please describe the history of your business.
Focus on important milestones such as founding, major changes in direction, periods of growth, or significant shifts in your market that have shaped the business.
Structure
Describe how the organisation is structured today. This helps readers understand how the business operates internally and where responsibilities sit.
For example, you might cover:
Purpose
Provide a clear, succinct description of what your organisation does and the value it provides.
Conditions
Describe how your market or operating environment has changed in recent years, and how your organisation is currently responding.
Consider factors such as:
Future
Outline how you expect the business, market, or marketing approach to evolve over the next few years.
Digital Position
Describe your organisation’s current approach to digital. This might include any websites you have, your digital marketing activity, tools, or platforms you use. This is also an opportunity to discuss what you would like to do.
You may wish to comment on:
Measurements
Outline any key company-wide metrics you use to understand performance.
Examples might include:
Other Information
Please reference any other relevant resources that may help someone understand your business.
Examples: