APEX - recruitment marketing specialists

APEX Foundation

To help our current and prospective clients think about their business in the right way, we’ve put together a simple form that we encourage our partners to complete. In doing so, we’ll be able to build up a picture of the business, the industry/industries it operates in, its competitive landscape and where and how we can help position and promote it to achieve maximum impact and support our client’s marketing objectives.


A company overview is an essential part of a business or marketing plan. Your company overview should be exactly what it sounds like: an overview containing all of the most important points about your company.
A strapline sums up the essence of a brand or company. It does more than describe what the product or service does; it should encapsulate what the company stands for, its values and its personality. It should be short enough to be remembered and memorable enough to stand the test of time – always a sign of successful thinking.
An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use them to create interest in a project, idea, service, product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name.
A value proposition is a clear statement that explains how your product or service solves customers' problems or improves their situation (relevancy), delivers specific benefits (quantified value), and tells the ideal customer why they should buy from you and not from the competition (unique differentiation).