This textbook chapter gives a good introduction to the different parts of a company description with examples and exercises.
ALTER, S.K. (2000): The Vision, Mission, Objectives and Business Description. In: ALTER, S.K. ALTER, S.K. (2000): Managing the Double Bottom Line. A Business Planning Reference Guide for Social Enterprises. San Francisco, CA: 44-61. URL [Accessed: 16.12.2015]