Small Business Blog

Simply put, a mission statement is a short paragraph that identifies your company and its purpose. The paragraph generally references the company’s location, products and services, customers, core strengths, and desired public image. Each of these concepts will be covered in detail throughout your marketing plan.

Tips

• Take a stab at your mission statement now, and then revisit it when you’re finished with the marketing plan.
• Many businesses have mission statements posted on their Web sites; if you are unfamiliar with the mission statement concept, visit the sites of well known, public companies and read how their missions are phrased.
• Avoid narrowing the focus too much, as your mission should allow for future growth and expansion.
• Word the statement to impress the people or organizations that buy your products or services.

What you need:

√Your company profile. You have probably written one for your Web site, or for inclusion in a trade association directory.

Questions to ask:

• Why did you start your company?
• Who are your customers and what would you like them to know about you?
• What image would you like to portray?
• What are your company’s strengths?
• What products and services do you offer? What needs do they serve?

The Example

KidsWorld was established in 2005 to provide families and their children a safe, user-friendly Internet community where kids can research, learn, and interact, without fear of coming across inappropriate content or malicious spyware. Designed by parents for kids, KidsWorld is Internet the way it should be: fun, wholesome, and informative.