A Step-by-Step Guide to Build Your Business: Mission statement

Solidify the foundations of your successful business with this important step.

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Grow your business by solidifying its foundations. After creating your operation and business plans, and analyzing your competition, it’s time to draft a mission statement.

Your mission statement is a written verification that portrays a single vision for everyone within your company. Using the thought of stepping up the stairway to success is great, but only if all your associates recognize the step you are on and just how and when you are taking those steps. Define who your company is and include your name, who you intend to service, and where you will service or supply-in other words, where your markets are located.

What are your long-range goals? Where will you be in a year, five years, or ten years? How do you plan to reach those goals? What product or service will you market and what unique skills does your company have that will help your company be the company of choice for your clients? You will also need to state the why or the reason for your existence. The why should be what makes all the plans you are making worthwhile. Does your mission statement make you have a warm fuzzy feeling or make you feel a surge of strength just by reading it? You now have the who, the where, the how, and the real strength of the why.

If you have been in business for several years and do not have a mission statement, it is not too late to get one written and in view of your employees and even your customers. This statement should not be a lengthy document. Approximately 80 words or less is sufficient.

You may also wish to have a mission statement for your clients. This statement would have the benefits of your product, the reason that you can provide unique and quality merchandise, etc. This would be much shorter and meant to capture their interest at a glance. Often these statements are used as a tagline under your company name. Sometimes they are even a part of your logo. These written statements become the reminders of all the core principles that your company is grounded in. Check out other companies and read their mission statements; this will give you some help developing your own.

-Nora O. Capper

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Nora O. Capper

Nora O. Capper is co-owner of A-1 Awards, Inc., an award and recognition company that began in 1958. Nora's field of study as a business major has been a benefit to A-1 and has helped her to achieve success in many other fields. She became actively involved at A-1 in 1972, thus a veteran of the awards industry of 33 years. Nora has received countless awards for outstanding achievements nationwide for her sales and management ability. Nora may be reached for comments or questions by phone at 1-317-546-9000 or by e-mail at

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