Northwestern Ontario Innovation Centre

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Outline for a Mission Statement for your Marketing Plan

By answering the following questions, you should be able to complete a mission statement that will allow your customers to know what your business is striving to achieve.

Who are your customers?: Ex: small business owners

What are your products or services?: Ex: tax & MAS or consulting

Where is your Market?: Ex: local (within 10 - 15 miles radius)

What are your Economic objectives?: Ex: make money, profit, stable revenue base

Describe your beliefs, values and aspirations: Ex: independence, concern for community, want to make a difference, make a good living. What is your distinct competence: What are you really good at? Ex: helping small business owners max revenues; hold down costs, use info.

What is your concern for your employees? Ex: provide reasonable compensation and benefits, provide freedom to do their jobs with minimum supervision.

After answering the above questions, form your answers into a concise statement about your business. Example:

Our mission is to provide tax and management services to local small business owners, assist them to grown, and provide our employees with a rewarding working environment.

Additional Examples of mission statements:

Wal-Mart: To give ordinary folks the chance to buy the same things as rich people.

Disney: To make people happy.

Domino's Pizza: To be the leader in off-premises pizza convenience.

McDonald's: To be the world's bet quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

Knowledge Bank

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