Presenting Your Business

The INTRO Framework

Business English | B1

The INTRO Framework

When someone asks "So, tell me about your company..." - do you have a clear, confident answer?

Most people ramble when introducing their business. They say too much, or too little, or forget important information. The INTRO framework gives you a simple structure that works every time.

INTRO
I Industry
N Name & Role
T Track Record
R Reach
O Offer

Why INTRO Works

It's logical: You start broad (industry) and get specific (what you want).

It's complete: You cover everything the listener needs to understand your business.

It's flexible: 30 seconds or 3 minutes - same structure, different depth.

It's memorable: INTRO = Introduction. Easy to remember under pressure.

When to use INTRO: First meetings with potential partners, investors, clients, or at networking events. Any time someone asks "What does your company do?"

The 5 Components

Each letter has a specific job. Learn what to say - and what NOT to say.

I
Industry - Set the Context
What: The sector or market you work in. This helps the listener immediately understand your world.

Useful phrases:

"We're in the [industry] sector."
"We work in [industry]."
"Our business is in [industry]."

WEAK:

"So basically we do lots of things related to food and animals..."

STRONG:

"We're in the premium pet nutrition sector."

N
Name & Role - Who You Are
What: Your company name, your name, and your position. Keep it simple and clear.

Useful phrases:

"The company is called [name]. I'm [name], the [role]."
"I'm [name], founder/CEO/director of [company]."
"My name is [name] and I run [company]."

WEAK:

"I'm sort of in charge of things at the company which we started a few years ago..."

STRONG:

"I'm Maria Santos, CEO of NutriPet."

T
Track Record - Your Credibility
What: How long you've been operating, key achievements, or experience. This builds trust.

Useful phrases:

"We've been in business for [X] years."
"We started in [year] and since then we've..."
"Over the past [X] years, we've [achievement]."

WEAK:

"We've been doing this for a while now and things are going quite well..."

STRONG:

"We started in 2019 and we've grown 40% year-on-year since then."

R
Reach - Your Scale
What: Where you operate, how big you are, who your customers are. Numbers are powerful.

Useful phrases:

"We currently operate in [X] markets/countries."
"We work with [type of customers] across [region]."
"Our main markets are [countries/regions]."

WEAK:

"We sell to various places in Europe and maybe some other countries too..."

STRONG:

"We currently operate in 8 European markets, with Germany and France as our biggest."

O
Offer - What You Want
What: Why you're here. What you're looking for. This moves the conversation forward.

Useful phrases:

"We're looking for [partners/distributors/investors]."
"The reason I wanted to meet is..."
"We're currently exploring opportunities to..."
"I'd be interested to discuss how we might..."

WEAK:

"So anyway, that's us. I don't know, maybe we could do something together?"

STRONG:

"We're looking for distribution partners in the Nordic region. I'd be interested to discuss how we might work together."

Full Examples

See how the INTRO framework works in complete introductions. Notice how each part flows naturally into the next.

Example 1: Software Company (60 seconds)

We're in the HR technology sector - specifically, recruitment software.

The company is called TalentFlow. I'm David Chen, the co-founder and CEO.

We started in 2020, and over the past four years we've helped over 500 companies streamline their hiring process.

We currently work with mid-sized companies across Western Europe, with most of our clients in the UK, Germany, and the Netherlands.

We're now looking to expand into Southern Europe, which is why I wanted to meet today. I'd be interested to discuss potential partnership opportunities.

Industry
Name & Role
Track Record
Reach
Offer
Example 2: Manufacturing (45 seconds)

We're in sustainable packaging - specifically, biodegradable food containers.

I'm Anna Kowalski, Managing Director of GreenPack.

We've been in business for 12 years and we've won several industry awards for innovation.

We supply major supermarket chains in Poland, Czech Republic, and Austria - around 2,000 stores in total.

We're exploring opportunities in the German market, and I understand your company has strong relationships there.

Example 3: Short Version for Networking (30 seconds)

I'm in fintech. My name's Carlos Ruiz, I run PayEasy. We've processed over 50 million transactions since we launched three years ago. Mostly in Spain and Portugal right now. We're looking for banking partners to expand into Latin America.

Notice: Same structure, different lengths. You can expand or compress each part depending on time and context. The key is to include ALL five elements.

Guided Practice

Build your own INTRO step by step. Complete each section before moving to the next.

I Industry - What sector are you in?
Start with: "We're in the..." or "We work in..." Be specific!
N Name & Role - Who are you?
Include: company name + your name + your position
T Track Record - Why should they trust you?
Include: years in business OR a key achievement OR growth numbers
R Reach - How big are you?
Include: markets/countries OR number of customers OR geographic focus
O Offer - What do you want from this meeting?
Be clear about WHY you're there: partners? investors? clients?

Now Read It All Together

Read your complete INTRO out loud. Does it flow? Is it under 90 seconds? Does it sound confident?

Independent Practice

Write your complete INTRO in one flowing paragraph. Then check it against the criteria below.

Your Full INTRO

Self-Assessment Checklist

  • I clearly state my industry/sector
  • I give my name and role
  • I include a credibility point (years, achievement, growth)
  • I explain our reach (markets, customers, size)
  • I state clearly what I'm looking for
  • It takes less than 90 seconds to say
  • It sounds natural, not robotic
  • I use specific numbers, not vague language

Real Application

Practice delivering your INTRO under realistic conditions. Choose a scenario below.

1:30

Scenario A: The Formal Meeting

You're at the start of a scheduled meeting with a potential partner. They say: "So, tell us about your company." You have 60-90 seconds. Deliver your full INTRO.

Scenario B: The Networking Event

You meet someone interesting at a conference. They ask: "What do you do?" You have 30-45 seconds before they lose interest. Deliver a SHORT INTRO.

Scenario C: The Video Call

A potential investor has given you 2 minutes at the start of a Zoom call. You need to hook them quickly. Which parts of your INTRO do you emphasise?

You've Learned the INTRO Framework!

Industry - Name & Role - Track Record - Reach - Offer

Practice this week: Use INTRO the next time someone asks about your business. Notice what works and what needs adjustment.