| As a small business start-up expert, one of the first | | | | primary clients or markets? What is your primary |
| things I have my clients do is write a mission | | | | product or service? |
| statement. However, they often struggle with the | | | | Stated either in bullet points or as a short sentence, |
| assignment. | | | | your business statement often includes the verb "to |
| Why? Because they, like many people, have difficulty | | | | provide" and/or the words "by" or "through." |
| encapsulating into a couple of sentences the reason | | | | Example: To increase adult literacy by providing |
| their business exists. | | | | reading assistance to illiterate adults |
| Without a mission statement, your business has no | | | | 3. What principles or beliefs will guide your work? |
| plan and no purpose. In fact, it has no reason for | | | | This is your values statement (also called a Code of |
| existence. With a mission statement, you know | | | | Ethics). What are the basic beliefs or values you and |
| where you're going and you have a plan for how to | | | | your coworkers/employees share as a whole and |
| get there. | | | | endeavor to put into practice as a business? |
| Every business needs a mission statement. Want to | | | | Think about what values will guide you and your |
| make sure you've written a great one? Just follow | | | | employees in performing your work. Consider what |
| these guidelines, answer the questions at the end of | | | | responsibilities your business has toward the clients, |
| this article, and you will have created a mission | | | | customers, and markets that you serve. |
| statement that definitively and succinctly answers | | | | Example: "The Hewlett Foundation's Board of |
| three key questions: | | | | Directors and staff adhere to these fundamental |
| - Why does your business exist? | | | | commitments: |
| - What activities are you going to do to accomplish | | | | - To honor the commitment to philanthropy and |
| your purpose? | | | | ethos established by the founders. |
| - What principles or beliefs will guide your work? | | | | - To use the Foundation’s resources effectively |
| Most important, everyone—investors, employees, | | | | to support education, culture, and the performing |
| customers, clients, and stakeholders—will know | | | | arts, and to address serious social and environmental |
| exactly what the purpose of your business is and | | | | problems facing society. |
| what your business stands for. | | | | - To govern the Foundation in accordance with the |
| What's the difference between a vision statement | | | | law and at the highest standards of practice. |
| and a mission statement? | | | | - To act honestly and with integrity in all our |
| Vision and mission statements are two separate | | | | transactions and dealings. |
| entities that answer two different, yet | | | | - To treat applicants and grantees fairly and |
| complementary, questions about your business. | | | | respectfully. |
| Simply put, your vision statement answers the | | | | - To be inclusive and non-discriminatory in our hiring |
| question, "Where do I see my business going?" Your | | | | and appointments and to maintain a healthy, |
| mission statement answers the question, "Why does | | | | respectful, fulfilling, and productive workplace." |
| my business exist?" | | | | Three Standard Formats for Success |
| From the start, vision statements are future-focused | | | | Mission statements are usually written in one of |
| and written with the end result in mind. Mission | | | | these three standard formats: |
| statements are focused in the present and state the | | | | 1. Short statement or slogan |
| fundamental purpose of your business. | | | | Example: "To give unlimited opportunity to women" |
| Mission statements are meant to be shared with | | | | (Mary Kay Cosmetics) |
| everyone. Vision statements, on the other hand, are | | | | 2. Short bullet point lists |
| to be kept "in-house." | | | | Example: "mission of the GED/Adult Literacy Program |
| Your mission statement describes why it is important | | | | is to offer opportunities for adults and their families |
| to achieve what's in your vision statement and | | | | to participate in basic educational services including: |
| provides a path to the realization of the vision of | | | | - Adult literacy. |
| your business. Together, your vision and your mission | | | | - English as a second language. |
| have a direct bearing on the bottom line and success | | | | - GED. |
| of the organization. | | | | - Pre-employment/computer literacy. |
| Three Key Questions to Answer | | | | - Parenting instruction and family literacy programs to |
| Your mission statement should include the answers | | | | enhance their skills." |
| to these three key questions in the form of | | | | 3. Short paragraph or executive summary |
| declarative statements: | | | | Example: "The mission of Big Brothers Big Sisters of |
| 1. Why does your business exist? | | | | America is to make a positive difference in the lives |
| This is your purpose statement. What does your | | | | of children and youth, primarily through a |
| business seek to accomplish? What problem or need | | | | professionally-supported one-to-one relationship with |
| is your business trying to address? | | | | a caring adult, and to assist them in achieving their |
| State the answer to this question sparingly and | | | | highest potential as they grow to become confident, |
| simply as: | | | | competent and caring individuals." |
| - (To increase, decrease, eliminate, or prevent) + | | | | Whichever format you decide to use, remember to |
| (condition or problem to be changed). | | | | keep your mission statement brief. |
| Example: To increase adult literacy | | | | Every business needs a mission statement. To make |
| 2. What activities are you going to do to accomplish | | | | sure you've written a great one, follow these |
| your purpose? | | | | guidelines and answer the three key questions in this |
| This is your business statement. It outlines what | | | | article. When you do, you will have created a mission |
| activities or programs your business must do in order | | | | statement that definitively and succinctly states your |
| to support its purpose. What are you doing to | | | | purpose, what activities you'll do to accomplish that |
| address the need identified in your purpose | | | | purpose, and what principals and beliefs will guide |
| statement? | | | | your work. Most important, everyone will know |
| Think about what makes your business unique. Who | | | | exactly what your business stands for. |
| are the beneficiaries of your work? Who are your | | | | |