Starting with a simple outline is the best way to begin telling your small business story. You want to introduce your company name and explain what your business does, where you operate (or the markets you serve), and tell us how long you’ve been doing it for. Formula: We’re “Company Name”, and we’ve been “What your business does” here in “Location” since “Date”. Sample: We’re The Coffee Bean and we’ve been roasting and serving organic coffee here in Toronto since 1981. You’re more than likely operating a business in a competitive space. Adopting and communicating your business philosophy within your main business description will help distinguish you from your competitors. People love to rally around a good cause, so give people a reason to rally around your business. Sample: We believe in only sourcing ethically farmed beans, roasting them in house, and serving fresh coffee to our customers at a fair price.