A mission statement is a short paragraph defining your
business strategy, your business aims and values. It tells people what your business
is all about.
It should be realistic and representative, and not just a load
of jargon and industry terms.
Source: Dilbert
Why do you need a mission statement?
What’s the point!
1.
It will provide a focus on what really matters –
your business objectives and how you will attain and retain customers
2.
It gives you a marker to align your business
decisions with – do your plans sit work with your Mission Statement (your
business objectives and values)?
3.
It shows new employees what the business is
about, what it’s trying to achieve and how it wants to achieve that
4.
It defines your business personality and
character, which will in-turn influence marketing activities and planning
How do you write a Mission Statement?
Ask yourself the following questions and then put the
answers together. Tweak and play with the words until you have a concise
paragraph with clear messages.
·
Why have you set up your business?
·
What does your business do?
·
How do you do it?
·
Who are your customers?
·
What benefits are you providing?
·
What makes you different from your competitors?
Example:
‘Don’t Hide. Be Seen’ - mission
statement:
It is the mission of ‘Don’t Hide. Be Seen’ to grow a successful
business providing small, local businesses with the essential marketing
knowledge and tools they need to get new customers.
With a smile and a good
listening ear, I will use my extensive experience of small business development
and start-up business needs to provide the right marketing solutions at the
right price for my customers.
I keep things straightforward, clear and
effective and I want you to love my work as much as I do.
Does this answer the questions above? Yes!
·
Objective: Grow a successful business and
deliver solutions that customers’ love
·
Services: marketing solutions and knowledge
·
Delivery: Listening and smiling
·
Customers: Small, local businesses
·
Benefits: Get new customers
·
Differentiate: Focus on what is needed and the
importance of how customers feel about my work
