Writing Your Mission Statement
The following questions will be helpful in developing your mission statement. If you have questions, contact your marketing strategist.
1. Why are you in business? What do you want for yourself, your family and your customers? Think about the spark that ignited your decision to start a business. What will keep it burning?
2. Who are your customers? What can you do for them that will enrich their lives and contribute to their success—now and in the future?
3. What image of your business do you want to convey? Customers, suppliers, employees and the public will all have perceptions of your company. How will you create the desired picture?
4. What is the nature of your products and services? What factors determine pricing and quality? Consider how these relate to the reasons for your business’s existence. How will all this change over time?
5. What level of service do you provide? Most companies believe they offer “the best service available,” but do your customers agree? Don’t be vague; define what makes your service so extraordinary.
6. What roles do you and your employees play? Wise captains develop a leadership style that organizes, challenges and recognizes employees.
7. What kind of relationships will you maintain with suppliers? Every business is in partnership with its suppliers. When you succeed, so do they.
8. How do you differ from competitors? Many entrepreneurs forget they’re pursuing the same dollars as their competitors. What do you do better, cheaper or faster than competitors? How can you use competitors’ weaknesses to your advantage?
9. How will you use technology, capital, processes, products, and services to reach your goals? A description of your strategy will keep your energies focused on your goals.
10. What underlying philosophies or values guided your responses to the previous questions? Some businesses choose to list these separately. Writing them down clarifies the “why” behind your mission.
Source: Entrepreneur Magazine, 2015