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A component that is critical to introducing your business plan to investors is the Company Summary. The Company Summary contains the basic details of your company, such as a short description of the company's history, a mention of products and services, the company's location, and what segment the company will target. The Company Summary will also include a mission statement and a summary of start-up expenses. The first thing a summary often contains is the name of the company. A company name (the legal entity) is not always the name used for doing business with the public. To make this important distinction, a company name will often be paired with a "dba" (doing business as) to differentiate your company's legal and public names. If you've created your legal name, but are stumped on an effective public name, consider making your service offering a part of the moniker. The key to a public name is flexibility over the course of your business' lifetime.
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