Writing a Mission Statement

Rocket EnginesIt does not matter what business you are in, without a Mission Statement your business will lack focus, lack direction and lack purpose. If you cannot write a simple, clear and definitive Mission Statement about your business how do you think your customers and employees will be able to determine what the purpose of your business is?

The Mission Statement forms the backbone of a business plan. You can refer back to it throughout writing your business plan to confirm you are on the right track. It is generally 20 to 75 words in length and should be limited to one or two sentences. It is designed to be informative and succinctly represent your vision for the company to customers, suppliers and staff.

There are four components of a Mission Statement:

  1. Who you are.
  2. Where you are going.
  3. How are you going to get there.
  4. Why you are in business.

Now start filling in the blanks.

1. Who you are.
Your name or company name.
Areas of specialization.
Level of customer service you would like to offer.

2. Where you are going?
Market niches you will service.
Geographical area.
Types of businesses or services you will market to.
Short and long term goals of the company.

3. How are you going to get there.
The products and services you will offer.
How they will help the customer.
The benefits of your product or service.
Your competitive advantage.
Your unique skills that will make you stand out.

4. Why you are in business.
What is the driving force behind you going into or being in this business.
What gets you up in the morning to keep going.
How do you want people to think of you and your business.

Here is an sample Mission Statement I have made up for a fictitious skylight installation company.

“At Skylights Above we specialize in the leak-free installation and repair of
skylights for homeowners throughout the greater Vancouver area. Our
installers are trained in all aspects of skylight installation and roofing
and we want our customers to experience nothing but the joy of
sunlight streaming in from their skylights.”

It is never too late to write a Mission Statement! Start yours right now and plan to have it finished within a week.

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2 Comments Add yours

  1. Dan Schawbel says:

    Your mission statement is your reason for being. It’s why you are in business and what you are looking to achieve.

    Great post here. If you’re interested in writing for my magazine, let me know.

    Dan Schawbel
    Publisher – Personal Branding Magazine

  2. Your point is well recieved. Too many times I have seen people use a Mission Statement as a mere formality. “It looks good engraved on the plaque on the wall, makes the customer and the employees feel good”. Many times they just never live up to it, or loose focus quickly.

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