Short answer: a good company profile answers four questions a buyer is silently asking: What do you do? Who is it for? Can I trust you to deliver? What happens next? A practical starting point is 10–15 slides: who you are, the problems you solve, what you offer, how you work, evidence you can back up, the team, and a clear contact slide. Leave out anything you can't support with a fact, a name you have permission to use, or a document you can produce on request.

The rest of this guide goes through each slide, the credibility mistakes to avoid, and how to keep one deck working whether you're presenting it, emailing it or attaching it to a tender.

First, a naming point: this isn't your ACRA business profile

In Singapore, "business profile" can also mean the official ACRA document showing an entity's UEN, registered name, registration date and position holders, bought through Bizfile. (ACRA: Business Profile) Procurement teams sometimes ask for that alongside your marketing deck. They are different documents: the ACRA one records the entity's registered details; the company profile presentation explains why someone should work with you. If a request is ambiguous, ask which one they want.

Decide what the deck has to do before you design it

The same deck is often used in three different ways, and each puts different demands on it:

  • Presented in a meeting. You're in the room to explain, so slides can be sparse.
  • Sent by email before or after a meeting. Nobody's there to explain, so each slide has to make sense on its own.
  • Attached to a tender or vendor registration. Readers are comparing you against others and checking for specific information.

Start with a version that can be read without you, then adapt a lighter copy for presenting. Trying to make one set of slides do both usually produces slides that are too wordy to present and too vague to read. (Our guide on fixing text-heavy slides covers how to move detail into notes or an appendix.)

A slide-by-slide outline

This is a starting structure, not a rule. Reorder or cut slides to suit your business.

1. Cover. Company name, logo and a one-line description of what you do, written in plain words a customer would use. Add the date or version (for example "October 2026") so readers know how current it is.

2. What you do, in one slide. Two or three sentences: the service, the type of customer, and the outcome you help them reach. If a reader stopped here, they should know whether you're relevant.

3. Who you work with. The sectors, company sizes or situations you're best suited to. Being specific ("facilities managers with multiple sites") is more useful to the reader than "businesses of all sizes".

4. Problems you solve. Describe the situations that lead customers to you, in their language. This slide is often more persuasive than the services list because readers recognise themselves in it.

5. Services or capabilities. One slide summarising what you offer, with a follow-on slide per service only if each needs detail. Only include services you actively deliver today; if something is planned, either leave it out or label it clearly as coming soon.

6. How you work. A simple process (for example: brief → proposal → delivery → review) with what the client needs to provide at each stage. Buyers want to know what working with you involves, not just what you produce.

7. Evidence. Case studies, project examples, certifications, memberships or awards. See the next section for how to keep this credible.

8. Team. Key people with their role and relevant experience. Photos help if they're current and consistent in style.

9. Practical details. Locations served, typical timelines, languages, any relevant licences or registrations, and how pricing is usually structured (if you're comfortable sharing that).

10. Next step and contact. One clear action ("Book a 20-minute call", "Send us your requirements"), with a named contact, email and phone number. Make sure links work in the exported PDF.

Optional appendix: detailed project lists, certificates, policies or team CVs that tender reviewers may ask for but most readers won't need.

Make every claim one you can back up

The fastest way for a company profile to lose trust is a claim the reader doubts. A few rules help:

  • Use real numbers, with a date. "Over [number] projects completed since [year]" is checkable; "hundreds of happy clients" isn't. If you can't count it, don't state it.
  • Only show client logos or names you have permission to use. Check your contracts and obtain permission before publishing client logos or names. Keep a record of the approval.
  • Make case studies specific and honest. State the situation, what you did and what changed. If you don't have measured results, describe the deliverable instead of inventing an outcome.
  • Label concept or sample work. If you show a mock-up or speculative design rather than delivered client work, say so on the slide.
  • Quote testimonials only with permission and exactly as given. Don't tidy them into something the client didn't say.
  • Remove superlatives you can't prove. "Leading", "best" and "No. 1" invite the question "according to whom?"

Design choices that matter more than decoration

  • Build it on your template. Consistent fonts, colours and layouts make the deck look like one document, and make it easier to update. Our guide to building a PowerPoint template walks through setting this up.
  • One idea per slide, with a headline that states it. A title like "We handle permits, so you don't have to chase them" does more than "Our Services".
  • Make it accessible. Readable text size, enough contrast, real slide titles and alt text for images help everyone, including people reading on a phone. See our accessibility checklist for business decks.
  • Use sections if you'll present it to different audiences. In a supported desktop version of PowerPoint, grouping slides into sections and adding a Summary Zoom slide lets you jump to the part a client cares about during a meeting. Note that PowerPoint for the web doesn't support zoom, and PowerPoint 2016 plays zooms as plain hyperlinks. (Microsoft Support: Use zoom for PowerPoint)

How long should it be?

There's no official length. As a working guide, 10 to 15 core slides is enough for most small firms to cover the outline above without padding, with extra material moved to an appendix. If a slide doesn't help the reader decide whether to contact you, it probably belongs in the appendix or nowhere.

Sending it: PDF for reading, PowerPoint for editing

A PDF generally preserves your intended layout and is less easy to edit accidentally. Check the exported file on desktop and phone, and keep the PowerPoint file for people who need to adapt the slides. (Microsoft: Save presentations as PDF; Adobe: Edit PDF files) Our guide PowerPoint or PDF? covers export settings and keeping file sizes manageable.

Keep it current

An out-of-date profile is worse than a short one. Set a reminder to review it every quarter, or whenever something material changes: a new service, a team member leaving, a new certification, or a changed address. Update the version date on the cover each time, and keep a single "master" file so old copies don't keep circulating.

Quick checklist before you send it

  • ☐ Slide 2 explains what you do in plain words.
  • ☐ Every number is accurate and dated.
  • ☐ Every client logo, name and testimonial has permission.
  • ☐ Concept or sample work is labelled.
  • ☐ Only current services are presented as available.
  • ☐ Contact details and links work in the exported PDF.
  • ☐ The cover shows a version date.