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Writing a business plan: The mission statement

One of the hardest things for people to write in a business plan is the mission statement. Mission statements can tell a lot about your business, so it's important to take time, look at some mission statement examples, and put effort into writing a good one.

What is a mission statement? You should think of a mission statement as a cross between a slogan and an executive summary. Just as slogans and executive summaries can be used in many ways so too can a mission statement. An effective mission statement should be able to tell your company story and ideals in less than 30 seconds.

How should I write a mission statement? Here are some basic guidelines in writing a mission statement:

  • A mission statement should say who your company is, what you do, what you stand for and why you do it.
  • An effective mission statement is best developed with input by all the members of an organization.
  • The best mission statements tend to be 3-4 sentences long.
  • Avoid saying how great you are, what great quality and what great service you provide.
  • Examine other company's mission statements, but make certain your statement is you and not some other company. That is why you should not copy a statement.
  • Make sure you actually believe in your mission statement, if you don't, it's a lie, and your customers will soon realize it.


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