First, you need to understand why the profile is needed. Too often, one builds a company profile that then stays in your files and that none ever looks at. In this case, run away and try as best as you can to postpone building the profile. This is exactly the case where the profile is likely to sit in the files, will take a lot of time to be built, and then even more time to get updated, but is actually not serving a real purpose. A clear decision can be found where the profile will be needed, and then you have indications as to the type of profile you need.
Profiles can take various shapes and forms depending on the decision that needs to be made.
In green is the information that will usually not be readily available, but needs to result from your analysis. Be creative when you decide which format to use for your profile. You can use 5 minutes to brief an executive about the key questions to ask at a customer meeting. It is oftent most appreciated by people who do not have the time to read briefing notes. Sources can be as varied as the types of profiles you can build.