Why are you in business? Why should you make any money in your business? Why should any customers buy from you? What do you want to provide to your customers in the way of products and services? Why did you open or purchase your business in the first place? Does your staff know the purpose or mission of your business? A good mission statement will distinguish your company from all your competitors and give you and your employees the
focus to attain your goals and objectives. If your only mission is to make money, you won’t have much of a mission statement— and maybe small business is not for you.
You can use your computer to print signs with your mission statement and have them laminated at most mailing or office-supply stores. Hang several copies in your business or store, where your employees will see them every day. You can also display a general mission statement for your customers. Keep the wording easy to comprehend so people with all levels of education will be able to understand it. You want everyone on your team to be working toward the same goals.
In our past ice cream and sandwich shop, we liked to think our mission was “to provide premium-quality specialty dessert and deli products in a fun-to-visit family atmosphere.” When everyone in your business knows and understands your mission statement and goals, it’s easier to work together as a team.
You can modify or adjust your mission statement as the business changes or grows in new directions; just inform everyone and explain the new statement. Your employees need to believe in your overall mission for the business and work to accomplish it every day. Make sure everyone is informed and headed in the same direction to achieve your business objectives. And by the way, money is not an objective. Financial rewards will come naturally to successful businesses.
When you have a clear mission statement, it’s time to think about a marketing plan.