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What Is a Company Profile and How Do You Create One in Investment Banking?
Maybe it’s a bit jaded of me, but I think of company profiles the same way I think of Wikipedia entries – a hodgepodge of basic-like-Ben-Stiller information that’s not particularly interesting, but always necessary is to stop.
The reason we create company profiles in investment banking is for use when analyzing the competitive landscape of our client company’s industry and for use in presentations to the client about potential deals (who can buy them, who can buy them, who to buy on note).
Company profiles also help us keep track of who’s doing what and where each player fits in – very CIAish I know.
What does a company profile literally consist of?
It depends on what it is used for.
In say a basic ‘Market Update’ PowerPoint presentation going out to a client, each company profile (of the client’s competitors/suppliers/customers etc.) may only be a one slide summary with a description of 3 sentences, 5 numbers/multiples, recent news etc – this very concise form occurs when say 5-15 competitors are profiled simultaneously in a basic presentation.
In its longer form, say if you outline each potential acquisition target in a formal pitch book (!), a company profile can include multiple slides ranging from historical financials to extensive qualitative descriptions of the company’s revenue streams to detailed analysis of specific parts of the company (to meet the immediate usage requirements).
In this form, the company profile becomes heavy and moves beyond the realm of mere Wikipedia copying!
Because company profiles are often just a collection of simple information neatly scattered across a few slides, they are considered intern-level work and will likely be one of the first things your analyst mentor conveys to you in the summer. As you can see from the above, you don’t need a 3.8 GPA from Stanford to pull it off.
How should you go about preparing for company profiles?
When you get into the bank, read through some previous examples, internalize the language, structure, components and statistics used, and very soon you will know how to create company profiles without even referring to precedent samples.
The first thing you’ll notice when reading previous examples is how calming they are; they will put you to sleep in no time.
The data, the language, the facts, the summary – it’s all so common knowledge and BS sound. But your job isn’t to win a freaking Excel or creative writing contest, so don’t try to break convention and write some Charles Dicken prose or design some incredibly original multiples when you’re asked to not try it.
Instead, play it safe and create company profiles that blend in, not stand out
If you want to impress bankers here, all you need to do is present with extreme brevity – super-zealous language paired with only the really important numbers/graphs etc will wow bankers because it saves them time and the “who cares” details hide.
Some students think they need to find interesting facts and figures about the company that are not readily accessible via a company search on some half-rate intelligence database to impress here.
But trust me when I say that finding uber original information like this is time consuming and really not expected – and if you slept 2 hours in 2 days, why would you go all sadomasochistic about yourself with some freaking primary research?
That said, you can’t create all your company profiles by simply grabbing text from a database search, or (and yes this is very common) copy-pasting a Wikipedia entry on the company or text from the company’s own website not!!
Instead, you should write from scratch with the tone/type of language and precise structure you see in the bank’s existing company profiles, and with the type of brevity you see in them; as well as drawing your figures and figures directly from the original sources and condensing them into their most essential and informative form (just like with distribution comps – which we talk about below).
ie you must summarize the summaries, but do so accurately and in a customer-friendly way.
As an investment banking intern, more often than not you will likely be asked to simply update or review existing company profiles.
It can be very bad if the intern or first year bank analyst who made the existing profiles did a terrible job on it, because bankers will expect a mere ‘update’ to take you no time, and yet you will almost certainly make profiles from the beginning!!
Although you’re all bright-eyed and bushy-tailed now, don’t be discouraged if you make dozens of company profiles and they never get read – that’s the nature of it. ie banks will want profiles on hand ‘just in case’ a customer requests it, or a deal gets hot.
If you have an investment banking internship or are about to start your analyst program, you should check out the most common tasks that junior bankers perform. In this article we list the top 39 and explain the what/why/how so you can get a flying start.
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