The Importance of YOU in business planning

You matter.

You are the defining force in your business plan. As Your Idea Company takes shape, investors, shareholders, and customers are going to want to know more about you, the founder. People, in general, like to know who they are working with much more than they care about what they are working on.

You don't have to give your full resume. Your bio in a business plan or on your website is essentially your highlight reel. You need to sum up your qualifications, relevant education and interests, and applicable experience in three to six sentences. You could do two paragraphs, up to twelve sentences, but you don't want to be long-winded.

Let's look at examples, using Van's Consulting's own Jael Van Boening:

Jael Van Boening graduated from Douglass High School and Southwestern College of Kansas. At SCK, she was a dual major and a student-athlete, participating in soccer and extracurriculars such as the Business Students Association. After graduation, Jael bartended at a now-closed sports bar and night club in Wichita, Kansas. The greatest tip she ever got was a referral from a regular patron for a position at KPTS, although she did not get the job. After working in food service and retail around Wichita, Jael became a Contract Negotiator at CLC Lodging.

After CLC Lodging, Jael became the General Manager of Village Flea Market, the largest indoor market in the state of Kansas. When the Flea Market closed, Jael briefly worked in the film industry with practical effects and props before becoming a barista at Starbucks and later, the Firearms Supervisor at Fort Sill for the Exchange. Eventually, Mrs. Van Boening returned to Wichita to work with her husband on a private zoo installation. She has been consulting with businesses as Van's Consulting since 2004 and continues to lend her expertise to small business owners around the world.

Two paragraphs written that cover most of Jael's career, and yet, don't really cover WHY she is a trusted consultant at Van's Consulting. Some random anecdotes may sound endearing, but they do nothing to build confidence that this woman is someone you want to help you plan your business.

Now, let's look at a much better bio statement:

Jael Van Boening is the Founder and Lead Consultant of Van's Consulting. She has been an entrepreneur since 1988, studying under the owner of Van's Laundry and Dry Cleaning and building her own little empire of babysitting and lawn mowing as a minor. After graduating with dual degrees from Southwestern College, Jael has continued to guide fellow entrepreneurs through the startup process, as she gained experience in food services, retail, skilled labor, film, not-for-profits, animal rescues, and the arts, all in order to better serve Van's Consulting clients. Jael has served as a Board Member at Mid-America All Indian Center, Uptown Neighborhood Association, Hope In the Valley Equite Sanctuary, and Visioneering Wichita. In addition to business planning, Jael is a skilled Social Media Manager, experienced in family businesses and solo proprietorships, and a great sounding board for all your ideas and dreams. Now, with over 35 years of experience and a lifetime of small business expertise, Jael is ready to empower you to chase your dreams into reality.

Less fluff, more pertinent information, and shorter and sweeter. There is no room for embellishment, so the bio is automatically more trustworthy than an extensive resume or CV in prose form. Once you meet her, perhaps the story of the best tip she ever got will come up, or perhaps it will never be relevant to the work she is doing with you.

When writing your bio, consider what makes you interested in working with someone. In business, it is often their experience and education. When you have the opportunity to meet people in person, their first impression on you is often the determining factor for your future associations. However, when all you have is a paragraph or two and whatever can be found on your public social media posts, a well-written bio on your website and profiles is essential.

You want to include your name, your most applicable traits, experience, expertise, education, and awards to Your Idea Company. A decade of corporate law experience does not make you a qualified restaurateur, any more than years of kitchen expertise will make you a qualified attorney. Sell yourself to your customer who hasn't chosen to work with you just yet, and you will write a great bio.

Van's Consulting can help you write your bio if you find yourself stumped, but you probably have a good handle on your own introduction! We are always available for a quick review, if you just want an extra set of eyes. Happy writing!