example of a mission statement for a business plan

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• Inspiration , Operations

Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

• 4 times  more likely to purchase from the company
• 4.5 times  more likely to recommend the company to family and friends
• 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

• Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

• Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
• Values:  the core values that drive everyday decisions and behavior in the company.
• Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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70 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

Some skeptics are eager to criticize mission statements. They see them as generic and platitudinous , another startup box that founders need to check.

 Turns out, though, a mission statement’s success depends on how it’s written.

What Is a Mission Statement?

In his influential 1998 research article , consultant and business professor Chris Bart found “a significant and positive correlation” between organizational performance and mission statements when managers were satisfied with those statements . He also found a correlation between performance and the process used to develop statements. Simply having a mission statement was a non-factor, but one created with real buy-in delivered the goods.

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

Later, we’ll tease out what exactly makes a mission statement effective and explore tips for writing one. But first, here are some examples to fuel your inspiration.

• Apple: “To bring the best user experience to customers through innovative hardware, software and services.”
• Procter & Gamble: “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
• Reddit: “To bring community and belonging to everyone in the world.”
• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

Mission statement: “Humanizing brands to move people.”

Bectran, Inc

Mission statement: “Our mission is to reshape the credit industry and disrupt traditional processes. We believe in leading our business partners into the digital age to adapt to the tools and technologies that will allow them to remain at the forefront of their industries. Here at Bectran, we are committed to helping businesses leverage the power of SaaS solutions to save time and money and actualize their full growth potential through innovated, automated software.”

Mission statement:  “To save lives and minimize loss by identifying active threats globally and facilitating timely communications when an emergency situation threatens personal safety and business continuity.”

Mission statement: “We help people secure their future and protect the ones they love.”

Mission statement:  Make a difference: Improve community health and safety through the power of data.

Mission statement: “We’ve built the nation’s leading social care network with a clear focus on our mission — to connect people to the help they need with dignity and ease.”

Mission statement: “In a world rife with complex relationships and hidden risk, we stand as torchbearers of corporate transparency, aiming to illuminate the intricate connections that exist between businesses, people, supply chains and the inner workings of a globalized economy.”

Mission statement: “Our mission is simple: To provide employers with a uniquely fair, predictive, and easy-to-use assessment that helps them identify the candidates most likely to succeed in all their open roles.”

Mission statement: “Our mission is to make the best care possible for all pets.”

Mission statement: “Our mission is to help financial institutions win and keep customers by delivering flawless customer experiences. Pinwheel’s activation and lifecycle management solutions remove friction, increase transparency, and help create a fairer financial ecosystem for all.”

Mission statement: “Founded on the mission to simplify healthcare and improve outcomes.”

Mission statement: “Our mission: deliver powerfully-simple email marketing software for small businesses that does 90 percent of the work for you. We leave the last 10 percent for you to have fun!”

Bridge Legal

Mission statement: “At Bridge Legal, our mission is simple: To improve access to legal services in America.”

Mission statement:  “At Personio, our mission is to help HR focus on what matters most: people.”

GrayMatter Robotics

Mission statement: “Our mission is to help your people and your industrial assets become smarter and more visible.”

Inspira Financial

Mission statement: “We solve complex problems for countless strategic partners and thousands of employers. We help millions of individuals to thrive today, tomorrow and into retirement.”

Scythe Robotics

Mission statement: “To provide the most advanced and sustainable autonomous technology for maintaining off-road environments safely, effectively, and responsibly.”

Biz2Credit Inc.

Mission statement: “Our mission is to provide small businesses with the best funding options for each and every project or capital need, with technology that makes business financing easy to understand and easy to access.”

Gradient AI

Mission statement: “Gradient AI is on a mission to increase precision and automation throughout the insurance industry.”

Mission statement: “At Inato, we’re on a mission to bring clinical research to each and every patient, regardless of who they are and where they live.”

Formation Bio

Mission statement: “Our mission is to bring new treatments to patients faster and more efficiently. We are a tech-driven, AI-native pharma company changing the way drug development is done.”

Mission statement: “Our mission is to empower every homeowner. We’re creating a world where home ownership comes with ease, security, and financial know-how.”

Bilt Rewards

Mission statement: “Renting should be rewarding.”

Mission statement: “FPFX Tech delivers technology solutions that bridge the gap between what brokers offer and what traders want, with innovative products and applications that create points of differentiation and client loyalty.”

Mission statement: “Our mission is to make authentication and authorization simple and secure for every developer.”

Mission statement: “Our mission is to place the right person in the right shift, every time.”

Invoice Home

Mission statement: “We strive to maximize business efficiency with an affordable and easy-to-use billing and invoicing service. We cater to time-strapped small businesses and freelancers who seek to grow their business and build their brand.”

LoanStreet Inc.

Mission statement: “Our mission is to provide the most efficient, transparent and robust tools for financial institutions to manage their balance sheets, connect with partners and effectively share risk.

Mission statement: “Meetup’s mission is to help people grow and achieve their goals through real-life, human connections. From professional networking to craft brewery crawls to coding workshops, people use Meetup to get out of their comfort zones, meet new people, learn new things, pursue passions, and find supportive communities that will help them thrive.

Gogo Business Aviation

Mission statement: “To keep your passengers, pilots and planes seamlessly and continually connected worldwide.”

Snap! Mobile

Mission: “To empower coaches and educators in their dedication to develop the leaders of tomorrow. Our vision is to strengthen developing programs through technology-driven, community-first solutions that support dedicated leaders and champion the next generation.” 

VelocityEHS

Mission statement: “Making the world’s best workplaces safer and more sustainable.”

OTR Solutions

Mission statement: “OTR’s mission is to create exceptional value for our clients by providing industry leading financing and back-office solutions. Three pillars that are crucial to supporting that mission are outstanding customer service, technology that creates efficiency for ourselves and our customers and a culture that provides the opportunity for employees to achieve greatness.”

Mission statement: “To be a trusted partner in providing homeowners and their families safety, enjoyment, convenience, and peace of mind through innovative, professionally installed solutions that protect the condition and grow the value of their homes.”

GameChanger

Mission statement:  “Help families elevate the next generation through sports.”

Mission statement:  “We exist to advance the economic power of people living and working in the real world.”

Mission statement: “Always with you, building a more confident future. MetLife contributes to a more confident future as an employer, an investor and a provider of financial solutions and expertise. Our purpose is at the heart of our virtuous circle of delivering for our colleagues, our communities, our customers and our shareholders.”

Mission statement:  “We bring together brands and their audience to make connections that matter.”

Mission statement:  “For over a decade, we’ve been building tech for food people, so restaurant owners can save money, staff members can save time, and diners can order better. Because when restaurants thrive, they can keep serving food that gives your community its unique flavor. We want to keep it that way.”

MobilityWare

Mission statement: “Bringing joy to others one game at a time.”

Mission statement:  “We empower everyday people to move forward on the path to a better financial future.”

First Entertainment Credit Union

Mission statement:  “We build lifelong financial relationships with the people in entertainment based on a deep understanding of how they live and work.”

Mission statement: “Our mission is to rebuild the infrastructure of the travel industry in order to bring freedom, simplicity, and trust to travelers everywhere. We are bringing change to an industry that has been held back by outdated technology and complicated financial incentives that solve for the needs of middlemen instead of providing the best experience to users. Travel matters when communication is essential to building trust, commitment, and a shared sense of purpose. In essence, business travel is a necessity any time success depends on the strength of human connections.”

PatientPoint

Mission statement:  “ PatientPoint is on a mission to make every doctor-patient engagement better, and that goal is at the core of everything we do. We are the patient engagement platform for every point of care. Our digital solutions impact 750 million patient visits every year, helping drive better health outcomes that enable people to live longer, healthier lives.”

Mission Statement:  “At Trupanion , we’re on a mission to help loving, responsible pet owners budget and care for their pets.”

Mission Statement :  “We’re on a mission to simplify the complexities of payments to help you grow.”

Mission Statement : “Our mission is to bring the best user experience to customers through innovative hardware, software and services.”

Mission Statement : “To help humanity thrive by enabling the world's teams to work together effortlessly.”

Mission Statement : “To be the most trusted and convenient destination for pet parents (and partners), everywhere.”

Mission Statement : “Our mission is to increase economic freedom in the world. Everyone deserves access to financial services that can help empower them to create a better life for themselves and their families. If the world economy ran on a common set of standards that could not be manipulated by any company or country, the world would be a more fair and free place, and human progress would accelerate.”

Mission Statement : “DoorDash is a technology company that connects people with the best of their neighborhoods across the US, Canada, Australia, Japan, and Germany. We enable local businesses to meet consumers’ needs of ease and convenience, and, in turn, generate new ways for people to earn, work, and live. By building the last-mile logistics infrastructure for local commerce, we’re fulfilling our mission to grow and empower local economies.”

Mission Statement : “Our mission is to design a more enlightened way of working. Dropbox helps people be organized, stay focused and get in sync with their teams.”

Bright Horizons

Mission Statement :  “Dedicated to the highest quality education and care; making a lasting difference, one child, one student, one teacher, one family, and one employer at a time.”

EFFECT Photonics

Mission Statement : “To interconnect humanity through fast, affordable, sustainable, and effective communication technologies.”

Mission Statement:  “Our mission is to build the most popular car subscription platform. Our aim is to help anyone who loves driving a car of their own but fears the struggle, commitment, and intransparent costs associated with ownership to get behind the wheel.”

Mission Statement : “The Fivetran mission is to make access to data as simple and reliable as electricity. The invention of the lightbulb spawned generations to change the world through electricity, creating millions of new products, devices and services. We’re empowering future ‘Thomas Edison’s’ to transform the way the world makes decisions through our always-on access to accurate data. This helps drive better data-driven decisions in pursuits like discovering new drugs, serving humanity in ways big and small (think: banking the underbanked, keeping hospital records up to date, and more!), and enabling social good organizations to do what they do best by improving lives everywhere.”

Mission Statement : “It is GitLab’s mission to make it so that everyone can contribute. When everyone can contribute, users become contributors and we greatly increase the rate of innovation.”

Intel Corporation

Mission Statement : “We create world-changing technology that improves the life of every person on the planet.”

Mission Statement : “Our mission is to empower every person and every organization on the planet to achieve more.”

Mission Statement : “Our mission is to ensure the Internet is a global public resource, open and accessible to all. An Internet that truly puts people first, where individuals can shape their own experience and are empowered, safe and independent.”

NBCUniversal

Mission Statement : “To be the premier content provider for television and digital platforms, spanning all television.”

Mission Statement : “To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.”

The Pokémon Company International

Mission Statement : “At Pokémon, our mission is to become an entertainment leader and bring the fun of Pokémon to people around the world!”

Procter & Gamble

Mission Statement : “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

Mission Statement : “Our mission is to bring community and belonging to everyone in the world.”

Mission Statement : “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

Mission Statement : “At Smartsheet, our mission is to empower anyone to drive meaningful change — for themselves, their businesses and even for the world.”

Warby Parker

Mission Statement : “To inspire and impact the world with vision, purpose, and style.”

Mission Statement : “We’re empowering everyone to create for the web — and leading impactful, fulfilling lives while we do it.”

How to Write a Mission Statement

When it comes time to draft your company’s mission statement, consider the following:

Tips for Writing a Mission Statement

• Make it simple, aspirational and memorable.
• Direct it toward stakeholders, but don’t prioritize shareholders.
• Keep employees — current and future — top of mind.
• Avoid saying you’re “the best.”
• Leave room for the mission to evolve.

Make it Simple, Aspirational and Memorable

A successful mission statement has three important traits, according to Jeffrey Abrahams, author of 101 Mission Statements From Top Companies . They are simplicity, aspiration and memorability.

There’s no magic word count, but experts agree that concision is best. Abrahams recommends aiming for a single-sentence statement. “That has greater impact and can be communicated easily, both within the company and to the target audience,” he said.

Bart, meanwhile, recommends capping at around 70 words. And Inés Alegre, a professor at the business school of the University of Navarra who led a 2018 review of mission-statement research, told Built In that three sentences or so is appropriate.

Your precise mileage may vary, but the “KISS” recommendation put forward by Bart in his 1998 paper still seems appropriate: Keep it simple and straightforward.

It’s common to find an organization’s mission statement posted on an “About” page, but it doesn’t have to be merely descriptive; incorporate some ambition, Abrahams suggested. He invoked Microsoft’s statement: “Our mission is to empower every person and every organization on the planet to achieve more.”

Memorability

Action verbs, wariness of jargon and bizspeak — these are a CEO’s allies when drafting a statement. It should be organization-specific, too. 

“If the mission statement could be used by a number of companies, especially competitors, it’s not going to be either memorable or serve the company very well,” said Abrahams. “You want it to be distinctive.”

Direct It Toward Stakeholders

“Missions describe why an organization exists, but in particular, they should describe the relationships that the organization wants to have with the stakeholders upon whom it depends for survival, growth and sustainability,” Bart said.

According to him, an effective mission statement should at least speak to two audiences: customers and employees. He cited Southwest Airlines as an illustrative example:

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.   To our employees: We are committed to provide our employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect and caring attitude within the organization that they are expected to share externally with every Southwest customer.”

In addition to customers and employees, a strong statement will also often address shareholders and the community at large, Bart said. Here’s one he helped draft for a casino resort that directly targets all four groups:

“Our mission is to provide every guest with a ‘blow away experience’ that is inspired by a celebration of the sea and the myth of a lost civilization. We accomplish this by bringing the myth of Atlantis to life by offering warm, positive, engaging service.   At Atlantis, we are a team of individuals who are passionate and committed in everything that we do. We continuously strive for perfection. We are proud to work at Atlantis because we are a caring and learning organization, which rewards accomplishment and promotes teamwork, respect and innovation.   At Atlantis, we are the pride of our community while providing enduring value for our shareholders. When Atlantis succeeds, we succeed as individuals, and we contribute to the success of the Bahamas.”

… But Avoid Prioritizing Shareholders

It may be more obvious today — after the rise of sustainable investing , office-perk culture that caters to employee happiness and the fact that we’re in the midst of a job seekers’ market — but the thrust of the mission can’t simply be shareholder yield.

Statements that center the returns of the investor class will align approximately zero employees to an organization’s mission. “Shareholder value was the typical mission in the nineties — not anymore,” said Alegre.

One possible symptom of such misalignment? Jargon creep. “When buzzwords and platitudes happen, they usually happen when the focus of the company moves from customer to shareholder,” wrote entrepreneur and Built In expert contributor Joe Procopio.

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

As mentioned, mission statements should have an air of the aspirational. But, especially in this era of superlative fatigue , beware of “the biggest,” “the boldest” and “the best.” They’ll inspire more shrugs than hearts, especially when unsupported.

“When a company says its mission statement is to be the best [category here] company in the world — the best steel company in the world or the best clothing company in the world, it’s too general,” said Abrahams. “It needs to be backed up by strongly worded core values, a vision, and guiding principles and beliefs.”

Think of It as a Management Tool

Even though mission statements address multiple audiences, they shouldn’t pretend to think each audience is listening with equal attention.

“There’s a question of prioritization of stakeholders — is it the clients, employees, suppliers, investors? You probably cannot satisfy all at the same level,” said Alegre.

That begs a question: Should companies think of mission statements more as an internal compass for culture and strategy, or an external branding — or even recruiting — element? That is, are they management or marketing? 

“My answer is yes,” said Abrahams. 

Ideally, it can serve as both, experts told Built In, but it should be considered first and foremost a management tool. (Indeed, most research on the topic is published in management, not marketing, journals.) “My impression is that it’s much more useful as an internal alignment tool than external branding,” said Alegre.

Think of the statement primarily as something for employees, Bart said, a true north against which the workforce can always orient itself.

Reinforce the Mission Statement in All Your Communications

Once the statement is finalized, think of it as a muscle: Exercise it often to prevent it from losing definition. Reference the mission during onboardings, training, team meetings, board reviews of key projects and wherever else reinforcement makes sense. Post it on your website, of course, but also your wall. “I work in a business school where the first thing you see after the entrance is the mission,” Alegre said.

Mission statements are especially important during times of uncertainty, such as early in an organization’s life or during growth pushes, Alegre said. Still, lean on them in times of greater stability, too. That provides room for the mission to organically evolve.

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Free Mission Statement Template (With Examples)

Published: Jun 14, 2024, 12:00pm

Table of Contents

What is a mission statement, why a mission statement is important, mission vs. vision statement, mission statement examples, key components of a mission statement, mission statement template, frequently asked questions (faqs).

Crafting a compelling mission statement is a critical task for any business or organization, as it defines the core of what they stand for and aim to achieve. With the right guidance and a clear mission statement template, you can easily create one that resonates with your values and aspirations.

In this article, you will learn the essential elements that make up a powerful mission statement. We will also look at some real-world examples to inspire and guide your mission statement creation. And we will also be sharing a straightforward template to get you started quickly.

Let’s dive in.

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A mission statement describes the purpose and fundamental objectives of an organization. It’s a declaration of the company’s core values and goals, serving as a guidepost for its actions and decisions. Unlike a vision statement, which outlines a future aspiration, a mission statement focuses on the present—the here and now of what an organization does, for whom and why.

A mission statement clearly communicates to stakeholders, employees and customers what the organization stands for and aims to achieve. This clarity can help align internal culture and can be a compelling tool in marketing and branding.

A well-crafted mission statement is more than just a statement of intent; it’s a strategic tool that shapes every aspect of an organization, from internal culture to external communications. It acts as a compass that guides the organization through its journey, ensuring consistency and purpose in all actions. Here are a few major benefits of having a mission statement.

• Defines Purpose and Direction: A mission statement clearly articulates the organization’s core purpose and direction, guiding day-to-day operations and decision-making processes. It ensures that every action aligns with the overarching goals of the organization.
• Enhances Organizational Cohesion: By clearly stating what the organization stands for, a mission statement helps unite team members under a common purpose and set of values. This enhances team cohesion and fosters a strong organizational culture.
• Facilitates Better Decision Making: With a clear mission, organizations can make decisions more effectively. It serves as a criterion to evaluate opportunities and challenges, ensuring that responses align with the organization’s core objectives.
• Improves Transparency and Communication: A mission statement communicates the organization’s purpose and values to all stakeholders, including employees, customers and investors. This transparency can build trust and improve external relationships.
• Increases Employee Engagement and Motivation: Employees are more likely to feel connected and committed to their work when they understand how their efforts contribute to the organization’s larger purpose. A mission statement can boost employee motivation and job satisfaction.
• Guides Marketing and Branding Efforts: The mission statement is a tool in shaping the organization’s brand identity. It helps in creating marketing strategies that reflect the organization’s values and attract customers who share similar beliefs.

While a mission statement describes the organization’s current identity, goals and approach, a vision statement outlines its future aspirations and ultimate goal. Both are essential in providing direction and inspiration, but serve different purposes.

A mission statement defines what an organization does, whom it serves and why it exists. It is a to-the-point declaration of the organization’s core purpose and primary objectives. A mission statement is action-oriented and focuses on how an organization operates in the present. It is grounded in the reality of what the organization is currently doing and is often used as a guide for making decisions and setting the organization’s course. For example, a mission statement might say, “We provide innovative healthcare solutions to improve the quality of life in our community.”

On the other hand, a vision statement is future-oriented. It describes where the organization aspires to be in the future. It’s a source of inspiration and motivation, providing a long-term goal for the organization’s aspirations. Vision statements are about the “next”—they paint a picture of what the future looks like once the organization’s goals are achieved. A vision statement might say, “We aim to be the world leader in healthcare innovation, transforming the everyday health of communities globally.”

Analyzing real-world examples can provide valuable insights into crafting a compelling mission statement. By examining some examples, you can see how each component—purpose, values, goals, target audience and strategy—plays a crucial role in forming a comprehensive and impactful mission statement.

Google: “To organize the world’s information and make it universally accessible and useful.”

This mission statement is a powerful reflection of Google’s expansive role in information technology, highlighting its focus on organizing information and making it accessible.

Nike: “To bring inspiration and innovation to every athlete in the world.”

Nike’s mission statement is broad yet focused, encapsulating its commitment to inspiration and innovation in sports. It also subtly includes everyone as an athlete, broadening its audience.

Starbucks: “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.”

Starbucks goes beyond coffee to emphasize community and individual experiences, aligning with its values of connection and quality.

As Google, Nike and Starbucks are fairly popular companies, you can observe how their mission statement encapsulates their essence, ambition and unique approach simultaneously.

Creating an impactful mission statement involves careful consideration of several key elements. These components not only define the essence of an organization but also guide its decision-making processes and strategies. Here are the crucial elements to include:

• Purpose: This is the heart of your mission statement. It answers the fundamental question, “Why does our organization exist?” The purpose should reflect the core reason for the company’s existence beyond just making a profit.
• Values: These are the principles and beliefs that guide an organization’s internal conduct as well as its relationship with the external world. Values are the ethical compass of the company, shaping its culture and public persona.
• Goals: While goals in a mission statement are generally broad and long term, they provide a clear direction for the organization. These objectives should be achievable and reflect the aspirations of the company.
• Target Audience: Identifying the primary stakeholders or audience is crucial. It could be clients, a specific demographic or the community at large. Understanding who you serve helps focus your mission statement.
• Strategy or Approach: This element addresses how the organization plans to achieve its goals and fulfill its purpose. It gives a glimpse into the methods and practices the organization adopts.

Remember, an effective mission statement is concise, clear and inspiring. It should resonate with both internal stakeholders and the external audience.

Here’s a mission statement template structured to help you think through each important aspect of your mission statement, ensuring that the final product is both comprehensive and reflective of your organization’s unique values and objectives.

Purpose (Why We Exist)

[Your Organization’s Name] exists to:

[Briefly describe the core reason for your organization’s existence.] Values (What We Believe In)

Our core values include:

[List two to three key principles or beliefs that guide your organization.] Goals (What We Aim To Achieve)

Our primary goals are:

[List two to three broad objectives your organization is working towards.] Target Audience (Who We Serve)

We are dedicated to serving:

[Describe the specific group(s) or community your organization focuses on.] Strategy/Approach (How We Achieve Our Goals)

To achieve these goals, our approach involves:

[Outline the methods or practices your organization will use to achieve its objectives.] Refinement (Making It Resonate)

[Revise and refine the above components to ensure clarity and cohesion. Aim for a concise, impactful statement that encapsulates the essence of your organization.]

Final Mission Statement:

[Combine the above elements into a final, polished mission statement. It should be a clear, concise statement that reflects the unique identity and direction of your organization.]

Bottom Line

Crafting a mission statement is a vital step in defining the identity and direction of your organization. Using the template provided, you can start working at it right away. But remember to avoid vagueness and over-complication; a mission statement should be clear, specific and easy to understand. Also ensure it aligns with your organization’s actual values and goals, and is realistic and achievable.

Involving various stakeholders in its creation ensures wider acceptance and relevance, so take inputs from stakeholders, clients, employees and customers.

What are the three parts of a mission statement?

A mission statement typically has three key elements: the organization’s purpose , which explains why it exists; its values , representing the core principles guiding its actions and decisions; and its goals , outlining the primary objectives it aims to achieve.

What is a good mission statement format?

A good mission statement format should be clear, concise and inspiring. It should start by stating the organization’s purpose—the core reason for its existence—then articulate its key values or principles and conclude with its primary goals or objectives.

What is a simple mission statement?

A simple mission statement is a brief and clear declaration that outlines an organization’s core purpose, its fundamental values and its primary goals. It succinctly communicates the essence of what the organization stands for and aims to achieve, often in just one or two sentences. For example, a simple mission statement could be, “To provide high-quality, affordable educational resources for lifelong learners worldwide.”

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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
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@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} 22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} Ready to bring your vision to life? Brex can help.

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission — like these 35 mission statement examples.

Brands use a mission statement to express their values. As consumers, we like to patronize businesses that have values we believe in.

A strong mission statement makes it easy for consumers to understand your values and feel confident purchasing from you.

Still, loyalty doesn’t happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. You may just find the inspiration that you need in someone else’s mission statement, so we’ve gathered 35 example mission statements to help make your research easy.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission.

Table of Contents

What is a mission statement?

How to write a mission statement, what is a vision statement.

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization’s top priorities.

An effective mission statement will naturally change over time. As a company grows, it may reach its early goals, and they’ll change. It’s important to revise mission statements as needed to reflect the business’s new culture as it achieves its goals and develops new targets.

What makes a good mission statement?

A great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

I’ve personally observed that there’s more brand recognition for companies when consumers think they have an important mission.

When wearing a pair of TOMS shoes, I’ve noticed that people comment more on my shoes than when I’m wearing Converse or Nike shoes (which are both more well-known brands). TOMS famously created the One for One® model, where they vowed to donate one pair of shoes for every one purchased.

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand purpose. What does your product or service do or aim to offer and for whom?
• Brand values. What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand goals. What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

You understand the importance of a well-crafted mission statement that effectively summarizes a company’s purpose, but how do you write one? Let’s look at the steps to write a good mission statement, and then we’ll dive into mission statement examples to inspire your creativity.

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company’s offering aligns with your values.
• Condense these statements into one.
• Refine your mission statement.

1. Explain your company’s product or service offering.

A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values . This is particularly important for socially conscious businesses and brands that care about well-being.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Empathetic.
• Remarkable.
• Transparent.

These are principles that not only company employees respect but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So, how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What — The company offering.
• Who — Who you’re selling to.
• Why — The core values you do it for.

Condense this to be between one and three sentences long. At this stage of development, it’s often helpful to write several mission statement drafts to help process ideas and experiment.

Once you have successfully conveyed your brand’s message, it’s time to refine and perfect your mission statement.

5. Refine your mission statement.

Above all, your mission statement stands as a marketing asset that is meant to be:

• Free of fluff.

Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.

Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations. This is normally a slow process for brands, and I’ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. It’s meant to be an inspirational, big-picture declaration of what your company strives to be in the future. It gives customers a peek into your company’s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the three parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and ambitious. Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and achievable. While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General. Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

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Ownr Blog  > Ownrship 101  > Business Stages  > Managing Your Business  > Marketing  > How to Write a Mission Statement for Your Business

How to Write a Mission Statement for Your Business

Writing a mission statement is a fundamental step in business planning . A well-written mission statement can tell customers, investors, and other companies who you are, what you do, and why you do it. In this guide, we describe what a mission statement is, provide some mission statement examples to inspire you, and finally show you how to create a mission statement for your business.

• What is a Mission Statement?

A mission statement is a way to clearly state the purpose of your organization. It should cover what your business does, and why it does it.

That can be trickier than it sounds because you should aim to keep your mission statement very brief. According to the most common definitions of a mission statement, it should be a single sentence or a short paragraph.

Since mission statements outline a company’s ongoing purpose, they typically don’t change much over time.

• 10 Mission Statement Examples

To give you a better idea of exactly what mission statements involve, here are some mission statement examples from leading companies:

• 1. Starbucks

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

Why it works: Starbucks is more than a utilitarian coffee shop where you go to get your caffeine fix and leave. They “inspire and nurture the human spirit” by inviting customers to linger and relax in coffee shops outfitted with art and inspiring images and stories about their coffee growers – their “partners”. To create a sense of community and provide a personal touch they ask for customers’ names, making customers feel welcome “one person, one cup and one neighborhood at a time.” We get a strong sense of Starbucks’ “why” from this mission statement.

To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

Why it works: Nike provides an excellent example of how you can employ your brand’s tone of voice effectively even in something as brief as a mission statement. Here, their famous commitment to being innovators in the sports apparel space is clear. This mission statement communicates that one of their core “whys” is to inspire. The best part, though, is the cheeky and unexpected asterisk accompanied by the inclusive declaration that “if you have a body, you are an athlete.” This perfectly communicates that Nike is committed to empowering all people, regardless of body type or athletic ability, in an unexpected mission statement structure that is both memorable and on-brand. 

To enrich the lives of everyone in WestJet’s world. We’re proud to have won awards that show us you think we do.

Why it works: This is a great example of a mission statement that reflects a commitment to both customers and employees. By stating that its mission is to “enrich the lives of everyone in Westjet’s world,” Westjet conveys its commitment to provide a satisfying work environment for employees, as well as a rewarding travel experience for customers. By using the word “world” instead of, say, community, it invokes the idea of travel and exploration, reminding us that “Westjet’s world” spans the globe. The second line offers proof their mission statement isn’t just empty words. Not only has the company won awards, they indicate gratitude to the reader for helping them with that achievement. 

To make work life simpler, more pleasant and more productive.

Why it works: Slack’s “why” is all about keeping things uncomplicated, and achieving more with ease. This mission statement shows that brevity can be very effective. It’s short even by mission statement standards, but it reflects the experience that Slack wants its users to have on the platform: simple, pleasant, and productive. The choice of the term “work life” instead of just “life reminds us that work is a major part of life, so we should aim to make it less stressful and complicated, something Slack achieves with their product. Finally, their stated aim to make work life “more pleasant”, evokes their generally positive outlook about work and their mission to make it even better.   

To accelerate the world’s transition to sustainable energy.

Why it works: Tesla is a car manufacturer known for its pioneering electric vehicles. Tesla is certainly a car manufacturer with a mission, and even people who don’t know much about cars can associate the name with electric vehicles. Their mission statement reflects a commitment to reducing the world’s reliance on fossil fuels by speeding up a transition that is already underway. Notice that they don’t even mention cars in their mission statement, but rather allude to driving with the word “accelerate”. It’s great copy that is subtle and clearly demonstrates their vehicles are a means to a greener world. 

To create a better everyday life for the many people

Why it works: Ikea’s products have changed the way people furnish their homes by offering sleek, innovative solutions for every room at an affordable price. Their mission statement indicates their broad range of products with the phrase “better everyday life”. And “the many people” conveys their mission to serve as many people in the world as possible. The slightly awkward use of “the” in “for the many people” cheekily invokes their Swedish origins and their often idiosyncratic ads, typically delivered in a Swedish accent. This mission statement is uncomplicated, just like their products. 

To be a company that inspires and fulfills your curiosity. 

Why it works: Since Sony makes such a wide range of electronics and technologies, from cameras and gaming consoles to robotics and AI, they keep it simple by focusing on one thread that runs through their enterprise: curiosity. Whether it’s curiosity about the world, art, music, technology, or entertainment, Sony conveys that their products will not only inspire their customers’ curiosity but also provide the means to fulfill it through innovative products, themselves the result of curiosity and ingenuity.  

• 8. Microsoft

To enable people and businesses throughout the world to realize their full potential

Why it works: Microsoft’s mission statement is clear, simple, and to the point: their products are made for people and businesses, and by using Microsoft’s suite of products, individual and corporate customers can reach their full potential.  

To organize the world’s information and make it universally accessible and useful.

Why it works: Google’s concise statement reveals an enormous mission: to catalogue all of the world’s information so that it can be accessed by anyone, anytime. This statement indicates Google’s commitment to democratizing access to information in an organized and easy-to-use manner. 

• 10. Ben and Jerry’s

To create fantastic ice cream (for its own sake). 

Why it works: Ben and Jerry’s is known for its delicious, ever-expanding variety of ice cream flavours. Its mission statement explains what they do in simple terms: make fantastic ice cream. This clearly indicates their commitment to a delicious, high-quality product. The unique use of parentheses to explain why they do this—”for its own sake”—keeps the tone light and fun, and cheekily affirms that ice cream, itself, is inherently reason enough (as if to say, who doesn’t like ice cream?)

• Why are Mission Statements Important?

A great mission statement can serve several important functions. Firstly, it can be a valuable tool to keep your business on track.

You can refer to it again and again, such as when you set new goals or make a big decision about your business. The clear and concise statement of purpose helps ensure your efforts are aligned with what you want your business to accomplish. The ability to maintain a clear vision for your business approach is a trait that distinguishes the most successful businesses .

Essentially, a mission statement can be the foundation for everything your business does. It can help:

• Direct your business planning
• Evaluate your performance
• Provide guidance to employees
• Ensure all stakeholders work toward the same goals
• Give employees a sense of identity.

Not Just for Internal Use

Keep in mind, some people will look at your mission statement to determine if they should do business with you. So whether it’s a potential customer, prospective employee, or a possible investor, having a well-written mission statement can help persuade them to work with you.

• What to Include in Your Mission Statement

Your mission statement should be unique to your business, and what you include will depend on your particular focus and values. Typically, a mission statement includes a basic description of the company, its purpose, and its goals. 

A mission statement can also cover how the company serves:

• The community
• How to Write a Mission Statement

Here’s a step-by-step process that can help you create a mission statement:

• Write a sentence that explains what your company does, in basic terms.
• List some of your core values.
• Keeping those core values in mind, write a sentence that explains how your company does what it does.
• Write a sentence that explains why your company does what it does.
• Take a look at the three sentences you’ve written, and then try to combine and condense those ideas so your mission statement is as straight-to-the-point as possible.

Keep it Concise

Part of the challenge of mission statement writing is figuring out how to make a mission statement say everything you want while keeping it brief. But remember, you can include additional information elsewhere.

For example, many leading companies’ websites include sections below the mission statement that provide details such as “core values”, “about us”, or a vision statement. 

• Mission Statement vs Vision Statement

A mission statement differs from a vision statement (although some companies choose to lump them together). While a mission statement focuses on the company’s fundamental purpose, a vision statement typically outlines where the company plans to be in the future and provides more details on its strategy to get there.

If you’re looking to craft a vision statement, Ownr’s free business plan generator, Blueprint , can help. Our Vision Statement module contains examples to kickstart your imagination and help you build a compelling vision statement for your business.

Here are some vision statement examples to help you tell the difference:

• Vision Statement Examples

“To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”

“To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

“Our mission is to be the world’s leading manufacturer of planes and trains.

We are committed to providing superior value and service to our customers and sustained profitability to our shareholders by investing in our people and products.

We lead through innovation and outstanding product safety, efficiency and performance. Our standards are high. We define excellence—and we deliver.”

• Mission Statement vs Purpose Statement

Some organizations write purpose statements in addition to mission statements. While a mission statement focuses on what a business’s aspirational vision is for the future, a purpose statement covers why a business came into existence in the first place. It can take the form of a declarative statement that mentions a problem the business is trying to solve or a unique opportunity the business is leveraging. It can also be a bit longer and provide a brief summary of how the business came to be. 

• How to Avoid the Pitfalls of Mission Statements

According to some experts, many companies have mission statements that are too vague , unrealistic, or are just a meaningless string of business jargon. So here are some tips on how to avoid the common pitfalls of mission statements.

Be Accurate

One of the most important things to keep in mind when writing a mission statement is to be accurate, and only include things that actually relate to your business. Don’t simply include words that sound good. If you do that, you may end up with a mission statement that sounds catchy, but it loses its usefulness as a guide for your company.

Be Realistic

It’s good to be ambitious, but your mission statement should be realistic. If the mission statement sets a purpose and goals that are clearly unobtainable, employees will take it less seriously. Also, it can even discourage employees by reminding them of how far they are falling short.

Avoid writing a mission statement that’s generic or vague. One useful trick is to ask yourself if one of your competitors could use the exact same mission statement. This will help you focus on being more specific about your unique purpose, goals, and values.

Now you know what it takes to craft an effective mission statement. So put these tips into practice and you’ll have a clear and concise statement that can keep your company on track.

This article offers general information only, is current as of the date of publication, and is not intended as legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. While the information presented is believed to be factual and current, its accuracy is not guaranteed and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the author(s) as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by RBC Ventures Inc. or its affiliates.

Small Business Trends

30 mission statement examples and how to write one for your business.

Similarly, you will also find out what a mission statement is, why it is essential for businesses, and how to create an effective mission statement. We’ll also define the differences between mission statements and vision statements .

Table of Contents

30 Amazing Mission Statement Examples

Google’s mission statement is clear and concise, reflecting the company’s focus on organizing and making information accessible. It communicates the company’s purpose and values in a memorable way.

Patagonia’s mission statement reflects the company’s commitment to sustainability and its role as a leader in the outdoor industry. It communicates the company’s values and purpose in a clear and concise way.

The Walt Disney Company

The Walt Disney Company’s mission statement reflects its commitment to storytelling and entertainment. It communicates the company’s values and purpose in a memorable way.

BMW’s mission statement emphasizes its focus on innovation and premium products. It communicates the company’s values and purpose in a clear and concise way.

Ben & Jerry’s

Ford’s mission statement reflects its commitment to innovation and technology, while also emphasizing its focus on helping people. It communicates the company’s values and purpose in a clear and concise way.

General Electric

Procter & gamble, southwest airlines.

Southwest Airlines’ mission statement reflects its commitment to providing affordable and friendly air travel. It communicates the company’s values and purpose in a memorable and inspiring way.

Visa’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to security and reliability. It communicates the company’s values and purpose in a memorable and inspiring way.

American Express

“To improve every life through innovative solutions.” 3M’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to improving people’s lives. It communicates the company’s values and purpose in a memorable and inspiring way.

Universal Health Services, Inc.

What is a mission statement.

A mission statement that is well-crafted should reflect the company’s vision, goals, and values, and inspire employees, customers, and stakeholders to align with the company’s purpose. A mission statement can also help establish its brand identity by differentiating the company from its competitors.

Why Your Company’s Mission Statement is So Important

How to write a good mission statement.

A company mission statement should be crafted with your target audience in mind. Consider who your company serves and what problem you’re solving for them. Your mission statement should be clear and concise, using language that resonates with your target audience.

Common Mistakes to Avoid Writing Your Company’s Mission Statement

Another mistake is focusing too much on profits. While profits are important, a mission statement that emphasizes them too much may come across as self-serving and fail to inspire a sense of purpose or shared values among stakeholders.

Benefits of Having a Mission Statement

Challenges of developing a mission statement, mission statements vs. vision statements.

Mission statements define the company’s purpose and values in the short to medium term, while a vision statement defines its aspirations and goals in the long term. Understanding the differences between the two is essential for creating effective vision and mission statements that inspire and motivate stakeholders to work towards a shared goal.

Use this Mission Statement Template to Create Your Own

Using the information gathered in the previous steps, draft a mission statement. It should be clear, concise, and memorable. It should summarize your company’s purpose, target audience, and core values in a way that inspires and motivates stakeholders to align with your company’s purpose and goals.

The Template in Action

Integrating your mission statement into business operations, start writing your mission statement today.

A compelling mission statement is a defining piece of a business plan, articulating the company’s purpose, values, and goals. It sets the direction for the organization, guides decision-making processes, and communicates its purpose to stakeholders.

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More Like this

52 mission statement examples that rock + free mission guide.

In this article, we will define ‘what is a mission statement’, briefly highlight the essentials of creating a strong mission statement and show you some of the best mission statement examples from top organizations around the world.

What is a mission statement and its purpose?

Remember that a mission statement explains why your organization exists . It is a foundational element of your plan that establishes your core purpose and who you serve! A great mission statement stands the test of time, guiding more temporary and time-specific goals and plans. This, paired with a bold vision statement will serve as a strong foundation to your strategic plan.

For a mission statement to provide clarity, we recommend writing it with concrete language. We recommend avoiding abstract fluff that might sound good on the surface but does not help your team understand the “why” behind their work. We also recommend writing it in the present tense. This differentiates it from a vision statement, which is focused on the future. A mission statement should be timeless (or as close to it as possible). Writing it in the present tense helps capture that.

What are the benefits of a mission statement?

When it comes to strategic planning for your organization, you can’t underestimate the importance of having a clear and concise mission statement. Not only does it help provide direction and focus for your team and tells your customer base and community who you are and what you stand for. A well-crafted mission statement is the foundation for your overall strategy and decision-making.

By outlining your mission statement, you’re laying the groundwork for everything that follows. You’re setting the tone for your vision for your organization and the values you want to uphold. That can be a powerful tool for making decisions and setting priorities for the company’s future.

So, if you haven’t already drafted a mission statement, now is the time to start! It may take some time and thought, but the benefits will be well worth it in the long run.

What makes a great mission statement?

OnStrategy strongly believes in creating a mission statement that speaks to who you are and why you exist as an organization. We believe great mission statements should be audacious, motivating, and memorable.

This is because, as we’ve stated before, your mission statement reflects the best of you and serves as the foundation of your business or organization. Mission statements boldly state why you exist and do what you do – not only for your team and those doing the work but for your community and customers whose support you’re striving to capture.

We’ve crafted a mission statement cheat sheet that outlines the four criteria that every mission statement should meet:

• Your mission statement should be foundational
• Your mission statement should be original
• All mission statements should be memorable
• And bonus points if your mission statement is something you’d want represented on a t-shirt!

Pulling Together Your Mission Statement with the Help of OnStrategy’s Cheat Sheet [With Examples]

Check out our mission statement cheat sheet below for a downloadable guide to build your mission statement.

Video Transcript – How to Write a Mission Statement- The Virtual Strategist

Hi, my name’s Erica Olsen. Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWAT and before you go into the rest of your planning process. It’s foundational because it answers the question, why do we exist?

It (a mission statement) clearly explains the space that we play and what’s in and what’s out of what we do, and it’s not where we’re going, which is vision. So let’s break it down. We use this example to explain the components of a mission statement. We use this checklist to talk about what makes a good mission statement, and we’ll walk through a simple process to create yours.

So let’s jump in. The example we have up here is Google’s, and we love using Google’s, Google’s examples because they’re, they’re great and why not [00:01:00] borrow from the best? So starting with our mission, I’d like to start it with our mission cuz it gives us a place to, to go and keeps us thinking about mission.

You might get rid of it later, but start it there. Uh, it has a verb with present tense to organize. We explain what we do, organize the world’s information for whom, in this case, the world, and what’s the benefit to us existing? What’s the benefit to the world to make? Information universally accessible and useful, really straightforward.

We know mission statements are not that easy to write, so here’s a checklist to make sure that yours is great. Starting with it needs to be original. This is really clearly original to Google. They didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement or company vision statement. If it sounds like Google’s mission statement, so make sure yours is original.

It’s foundational. I already mentioned that, but you don’t wanna change it. All the time. Maybe a few word tweaks, but ideally [00:02:00] not. You want a mission statement that sustains over time, so it needs to be foundational. Connect with staff a great mission statement, and you know, yours is great. When every single staff member wakes up in the morning and knows that their purpose and the reason they come to work every day is expressed in your mission statement, and to do that, it needs to be memorable.

Memorable means short and concise, and of course, that’s the balance to strike with a great mission statement. So here’s your litmus test. It needs to fit on a T-shirt, and your staff would wear it if it achieves those two goals. You know, you’ve got a great mission statement, so how do you write one?

Sometimes it can be hard, so it’s great to get input or ideas from your organization. So gather staff input if you’d like, via survey or maybe focus groups. Take all that information, synthesize it down, and create a couple of versions. You can do it yourself. Or use one of those folks in your organization who loves to copyright and have them write a [00:03:00] couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not, uh, go in all kinds of different directions and spend forever doing mission statement development. With that, I hope this helps you write yours. [00:03:21] Thanks for tuning in.

If you want to learn more on determining what is a mission statement that’s effective and how to write a mission statement that inspires, check out our guide!

Anatomy of an Effective Mission Statement

A mission statement is a powerful way to tell your board members, team and your customers who you are and why you exist – ideally in two sentences or less! Your company’s mission statement describes, essentially, your company’s core values and company’s purpose for existing today.

Maybe your organization believes that your business exists to provide outstanding customer service to all who walk through your door. Your employees will now know that your company’s identity revolves around providing the best customer service possible.

This process of creating a compelling mission statement may feel daunting, but don’t worry! By following our simple anatomy of a mission statement, you can easily put one together that truly defines your mission and purpose.

Every mission statement must have these five basic elements:

• A label such as, “Our mission…”
• A verb in the present tense.
• For whom you’re doing this for.
• A result or benefit of the work you do.
• What you do and how you do it.

For example, yours may end up looking like this: “Our mission is to make our clients successful by merging remarkable digital design and goal-focused usability.

Read our free canvas and guide for a deeper dive into the topic!

Mission Statement Versus Vision Statement Versus Values Statement: What’s the difference?

Vision statement.

A vision statement describes your clear vision of the future; your ambitions. Vision statements clearly state what your organization looks like in the future. Vision statement focuses on the big picture outcome, usually 5+ years in the future. [Check out our vision statement examples here. ]

Mission Statements

A good mission statement clearly explains why you exist and what your organization’s purpose for existing is. A company mission statement also expressly states who you serve and how potential customers benefit from your work.

Values Statements

Values statements are an expression about how you expect your team to behave. They explain the values, beliefs, and experiences you expect to create within your organization.

Using Your Mission Statements, Vision Statements, and Values Statements Together

These three important plan elements aren’t meant to live as standalone items. They are designed to be used together! Mission and vision statements help your organization clearly articulate why you exist, who you serve, and where you’re going in the future. Your values statements help support your own mission and vision statment by expressing how you expect your organization to behave along the journey! When in doubt, remember these three tips:

• Mission statement = why you exist.
• Vision statement = where you’re going in the future.
• Values statements = set of behaviors you expect from your team. you expect your team to behave.

When to know it’s time to update your mission statement?

As you move forward on your strategic planning process, maybe you’ve decided to revisit your mission statement. If you read it and thought, “Wait, that doesn’t really align with what we’re doing anymore, ” it may be time for an update. And that’s okay! It happens more often than you might think.

Your company constantly evolves and grows, so your mission statement must reflect those changes. Some signs that it’s time to hit refresh on your mission statement include:

• Huge shifts in your customer or target audience
• Major changes in your organization’s goals and approach
• A total rebrand

Remember, your mission statement should guide and inspire your business, so it’s essential to keep it relevant and meaningful! They have a shelf life of about 10-15 years.

A clear and concise mission statement can give your employees and customers a sense of direction and purpose. So, if you feel like your current mission statement is a little outdated or doesn’t reflect who you are as an organization, it might be time for a refresh.

Check out our 52 mission statement examples from some of the world’s best companies and organizations for inspiration!

52 Mission Statement Examples

Learning general principles for how to write a mission statement is helpful. However, these principles can become clearer by looking at some examples of mission statements. As you check out some of these mission statement examples from various types of organizations, notice how there are various ways to make your mission statement unique while sharing the tried-and-true principles of good mission statements:

Example Mission Statements for For-Profit Companies

Tesla: “Tesla’s mission is to accelerate the world’s transition to renewable energy.”

Starbucks “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.”

Coca-Cola: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.”

The Home Depot: “The Home Depot is in the home improvement business, and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices.”

The Boeing Company, Africa Division: “Our mission is to establish a powerful presence and positive image of The Boeing Company with governments, businesses, and community leaders.”

Nike: “Our mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

John Deere: “Double and Double Again the John Deere Experience of Genuine Value for Employees, Customers and Shareholders.”

Publix: “Our Mission at Publix is to be the premier quality food retailer in the world.”

Aveda: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world.”

General Motors: “General Motors’ corporate mission is to earn customers for life by building brands that inspire passion and loyalty through not only breakthrough technologies but also by serving and improving the communities in which we live and work around the world.”

New Leaf Paper: “The mission of New Leaf Paper is to be the leading national source for environmentally responsible, economically sound paper.”

Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”

Seventh Generation: “Seventh Generation is the nation’s leading brand of non-toxic and environmentally safe household products.”

Get the Free Guide and Canvas to Build a Mission that Sticks

Example mission statements for non-profits.

UNICEF: “UNICEF promotes the rights and well-being of every child, in everything we do.”

ACLU of San Diego: “To protect and expand fairness, equity, and freedom through community engagement, building power, policy advocacy, and impact litigation.”

Red Cross: “To provide compassionate care to victims of disasters.”

TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”

Girl Scouts of America: “Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.”

Operation Underground Railroad: “We exist to rescue children from sex trafficking and sexual exploitation.”

Goodwill: “To enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”

Alzheimer’s Association: “Through our many initiatives and worldwide reach, the Alzheimer’s Association leads the charge in Alzheimer’s care, support, research and advocacy.”

Pioneer Center for the Performing Arts: “To cultivate exceptional performing arts experiences in our historic venue and throughout the region.”

ASPCA, The American Society for the Prevention of Cruelty to Animals: “To provide effective means for the prevention of cruelty to animals throughout the United States.”

Mission Statement Examples for Software Companies

OnStrategy: “Our mission is to create strategy that matters and drive the culture to execute it.”

Madison AI : “Our mission is to help governments realize the power of Generative AI to govern efficiently.”

LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

Equifax Business Services: “To serve our customers by utilizing information and technology that provide real-time answers to increasingly complex questions.”

Google: “To organize the world’s information and make it universally accessible and useful.”

Amazon: “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

Duolingo: “We’re here to develop the best education in the world and make it universally available. Our global team works together to make language learning fun, free, and effective for anyone who wants to learn, wherever they are.”

Hulu: “To help people find and enjoy the world’s premium video content when, where and how they want it.”

Microsoft: “Our mission is to empower every person and every organization on the planet to achieve more.”

TikTok “ Our mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life.”

Vivint: “Vivint helps families live intelligently in safer, smarter homes.”

Example Mission Statements for Healthcare Organizations

CVS: “Helping people on their path to better health.”

Saint Mary’s Regional Medical Center of Northern Nevada: “To deliver compassionate, quality care to patients and better healthcare to communities.”

Northern Nevada Hopes: “Our mission is to build a healthier community by providing affordable, high-quality medical, behavioral health, and support services for all.”

Pfizer Pharmaceuticals: “We will become the world’s most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

The WellPoint Companies: “The WellPoint Companies provide health security by offering a choice of quality branded health and related financial services designed to meet the changing expectations of individuals, families, and their sponsors throughout a lifelong relationship.”

New York-Presbyterian Hospital: “It is the mission of New York-Presbyterian Hospital to be a leader in the provision of world-class patient care, teaching, research, and service to local, state, national, and international communities.”

The Center for Disease Control: “CDC works 24/7 to protect America from health, safety, and security threats, both foreign and in the U.S. Whether diseases start at home or abroad, are chronic or acute, curable or preventable, human error or deliberate attack, CDC fights disease and supports communities and citizens to do the same.”

Valley OB/GYN: “At Valley OBGYN, we strive to provide quality comprehensive patient-centered women’s care here in Spokane Valley.”

The American Psychological Association: “Our mission is to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives.”

Dentistry for Children: “Dentistry for Children believes that good dental health starts in infancy. Our dedicated pediatric dentists and teen dental specialists promote cavity prevention and good dental habits to help create a positive experience at an early age and into their adolescent years.”

Mission Statement Examples for Governments and/or Government Entities

The City of Windsor, Canada: “The City of Windsor, with the involvement of its citizens, will deliver effective and responsive municipal services, and will mobilize innovative community partnerships.”

Cliffside Park, New Jersey Police Department: “The Cliffside Park Police Department is committed to providing a safe and peaceful environment in the Borough of Cliffside Park through effective and impartial law enforcement.”

Fire Department New York: “As first responders to fires, public safety and medical emergencies, disasters, and terrorist acts, FDNY protects the lives and property of New York City residents and visitors. The Department advances public safety through its fire prevention, investigation, and education programs. The timely delivery of these services enables the FDNY to make significant contributions to the safety of New York City and homeland security efforts.”

Municipal Court of Lakeview, Texas: “Our mission is to provide an impartial, unbiased, fair, and respectful forum for the trials of all Class C misdemeanor Penal Code offenses, Health and Safety Code offenses, Alcoholic Beverage Code offenses, City Ordinance offenses, as well as to preside over administrative and civil proceedings, as authorized by state law.”

Albany, Georgia: “The City of Albany delivers fiscally responsible, highly dependable services to the citizens in the community and the region with integrity and professionalism.”

Chicago Public Library: “We welcome and support all people in their enjoyment of reading and pursuit of lifelong learning. Working together, we strive to provide equal access to information, ideas, and knowledge through books, programs, and other resources.”

Seattle, Washington City Clerk: “Provide consistent high-level services which promote and strengthen a world-class government prepared to meet the emerging needs of the 21st century. Ultimately, improving the quality of life for individuals (and the community at large) by being one of the top-tier local government agencies in our nation and by building on our interdisciplinary strengths.”

Michigan Civil Service Commission: “To provide innovative, effective, and timely HR consultation and services to attract, develop, and retain a workforce that is diverse, flexible, creative, and competent to meet the ever-changing needs of state government.”

City of Reno: “Creating a community that people are proud to call home.”

For a deep dive on Mission Statements, check out our post on all things mission.

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

Remember that a mission statement explains why your organization exists. It is a foundational element of your plan that establishes your core purpose and who you serve!

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .

Okay, but what if you’re only just starting a business ?

Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.

Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision statement: To accelerate the world’s transition to sustainable energy.

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision statement: To create a better everyday life for the many people.

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”

Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

Honest Tea’s mission statement aims to live up to their brand name.

It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement?

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6 Top Mission Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• December 11, 2023

Example 1: A Mission Statement by Hubspot

There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience, and succeed with a soul — and that they can do it with inbound. That’s why we’ve created a platform uniting software, education, and community to help businesses grow better every day.

Want to Generate a Mission Statement for your Business?

Craft a strong and purposeful mission statement in minutes with our easy-to-use Free AI Mission Statement Generator .

Hubspot is a company that develops and offers a fully functioning systematic platform for sales, marketing, and CRM management. They also offer the right measures to grow your business through consultations and courses.

Expert’s rating on the mission statement: 4 / 5

• Adding the emotional touch.
• Comparison with the traditional business.
• Clear about what they stand for.
• Clear about what they do.

Some of you might find this statement a little longer than usual. But what’s best is that they managed to add all the values, ethics, and culture with a friendly vocabulary. All of it, in just 4 to 5 sentences. And if you look closely, it’s not so long.

Example 2: A Mission Statement by Microsoft

Empower every person and organization on the planet to achieve more.

Microsoft Corporation is an American multinational technology company. It develops, manufactures, licenses key supports, and sells computer software, consumer electronics, personal computers, and related services.

Expert’s rating on the mission statement: 5 / 5

• It is the simplest and boldest mission statement.
• Very clear in communicating the value and ethics.
• It has a tinge of empowering emotion. It makes you want to know and have Microsoft right away.
• Most importantly, it is a one-liner with the best use of vocabulary. Hence, easy to remember.

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

Tesla, Inc. is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla’s current products include electric cars, battery energy storage from home to grid-scale, solar panels, and solar roof tiles, as well as other related products and services.

• You can already sense the speed and change in the mission statement.
• You can relate the statement to the founder, Elon Musk .
• Clear about what they want to accomplish
• Short, simple, and catchy enough for you to never forget it.

Example 4: A Mission Statement by Asos

To become the number 1 fashion destination for 20-somethings globally.

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfillment centers in the UK, Subcontinent, and Europe.

Their ambition, their service, and their target audience, everything put together in one sentence. The statement can’t get clearer than this!

Example 5: A Mission Statement by Disney

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

The Walt Disney Company , commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California.

Expert’s rating on the mission statement: 3 / 5

• The mission statement is longer than required.
• It is not relevant to the grand and creative world of Disney.
• It has no emotional touch.
• It is clear what they do and offers.

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Konan, Minato, Tokyo.

• It is not relevant to the grand, colorful sets of Sony
• Unclear with what they do and offer.

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How to Write a Mission Statement (Definition & Examples Included)

Table of Contents

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

“To empower every person and every organization on the planet to achieve more.”

“To organize the world’s information and make it universally accessible and useful.”

3. Facebook

“To give people the power to build community and bring the world closer together.”

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

“To connect the world’s professionals to make them more productive and successful.”

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

8. Patagonia

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

“We work hard every day to make American Express the world’s most respected service brand.”

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

“To build the web’s most convenient, secure, cost-effective payment solutions.”

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

“Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners.”

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“To create a better everyday life for the many people.”

“To bring inspiration and innovation to every athlete in the world.”

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

2. What Is the Difference Between a Mission Statement and a Vision Statement?

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

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15 Inspiring Mission Statement Examples to Help Craft Your Own

A mission statement is a concise declaration of a company's purpose, goals, and values. It serves as a guiding light for the organization, providing clarity and direction for employees, stakeholders, and customers alike. 

Throughout this post, I'll show you the key components of a powerful mission statement , provide tips for writing your own, and showcase a diverse range of mission statement examples to spark your creativity.

Whether you're a small business owner, entrepreneur, or part of a larger organization, understanding the significance of mission statements and learning from successful examples will help you develop a clear and impactful statement that drives your company forward.

What Makes a Great Mission Statement?

A great mission statement is the foundation of any successful organization. It captures the essence of a company's purpose, values, and aspirations in a concise and compelling manner. But what exactly sets apart an average mission statement from a truly exceptional one?

First and foremost, they are short and memorable. A powerful mission statement should be easy to understand and recall, even for those outside the organization. Take, for example, Nike's mission statement: "To bring inspiration and innovation to every athlete in the world." It's brief, impactful, and stays true to the company's core values.

Great mission statements should evoke emotion and motivate employees, customers, and stakeholders to rally behind the organization's cause. Patagonia's mission statement, "We're in business to save our home planet," is a perfect example of an inspiring mission statement that sets the company apart from its competitors.

It should clearly articulate why the organization exists, what it stands for, and how it aims to make a difference in the world. Microsoft's mission statement, "To empower every person and every organization on the planet to achieve more," encapsulates the company's purpose and the impact it seeks to make.

Let's look at a few more inspiring mission statement examples from well-known companies:

•   Coca-Cola Company: "To refresh the world and make a difference."
•   Chanel: “To be the ultimate house of luxury, defining style and creating desire, now and forever.”
•   Warner Bros: “Taking the world's greatest possibilities and making them a reality. Creating impact, inspiring imagination, and building connections.”

These examples demonstrate how a clear vision and mission statements can guide an organization's actions and decisions, inspiring employees and customers alike. By crafting a powerful mission statement and consistently living up to its principles, companies can build a strong brand identity, attract top talent, and make a lasting impact on the world.

15 Powerful Mission Statement Examples from Top Companies

"To accelerate the world's transition to sustainable energy."

Tesla's mission statement is powerful in its simplicity and clarity. It focuses on the company's core purpose of promoting sustainable energy solutions. The use of "accelerate" implies urgency and leadership in driving change.

2. Patagonia

"We're in business to save our home planet."

Patagonia's mission statement is bold and unconventional. It puts environmental activism at the forefront, making it clear that profit is not the sole purpose. This mission aligns perfectly with Patagonia's actions and resonates with its target audience.

"Spread ideas."

TED's mission statement is only two words, yet it encapsulates the organization's essence. It's memorable, inspiring, and open-ended, allowing for a wide range of topics and speakers. The simplicity makes it easy for everyone to understand and rally behind.

4. LinkedIn

"To connect the world's professionals to make them more productive and successful."

LinkedIn's mission statement emphasizes the platform's core function of connecting professionals. It also highlights the benefits for users - increased productivity and success. The global focus underscores LinkedIn's vast reach and impact.

5. Warby Parker

"To inspire and impact the world with vision, purpose, and style."

Warby Parker's mission statement is aspirational and stylish, much like the brand itself. It touches on the company's core offering (vision) while also hinting at a deeper purpose beyond just selling glasses. The mention of "style" adds a trendy and fashionable element.

"To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)"

Nike's mission statement is inspiring and inclusive. By redefining the term "athlete," Nike welcomes everyone into its community. The focus on inspiration and innovation positions Nike as a leader in its industry.

"To organize the world's information and make it universally accessible and useful."

Google's mission statement is ambitious and far-reaching. It highlights Google's core function of organizing information while emphasizing the global scale and accessibility. The inclusion of "useful" ensures that the information serves a purpose.

"We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience."

Amazon's mission statement directly addresses its value proposition for customers. It encompasses the three key benefits of price, selection, and convenience. The use of "strive" implies continuous effort and improvement.

9. Starbucks

"To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."

Starbucks' mission statement is warm and human-centric. It goes beyond just selling coffee to highlight the emotional and community-building aspects of the brand. The focus on nurturing the human spirit adds a deeper layer of purpose.

10. Microsoft

"To empower every person and every organization on the planet to achieve more."

Microsoft's mission statement is empowering and inclusive. It positions Microsoft as an enabler of achievement for individuals and organizations worldwide. The use of "every" emphasizes the broad scope and accessibility of Microsoft's products and services.

11. The Walt Disney Company

"To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world's premier entertainment company."

Disney's mission statement is detailed and encompassing. It highlights the company's core offerings of entertainment, information, and inspiration. The mention of iconic brands, creative minds, and innovative technologies showcases Disney's competitive advantages.

12. Nordstrom

"To give customers the most compelling shopping experience possible."

Nordstrom's mission statement is customer-centric and experience-focused. It emphasizes providing an unparalleled shopping experience, hinting at excellent customer service and curated offerings. The use of "compelling" suggests an emotional and engaging aspect to the experience.

13. Whole Foods Market

"To nourish people and the planet. We're a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market."

Whole Foods' mission statement emphasizes nourishment, not just for individuals but for the planet as well. It positions the company as a leader and standard-setter in the food retail industry. The mention of quality as a mindset underscores Whole Foods' commitment to excellence.

"We ignite opportunity by setting the world in motion."

Uber's mission statement is poetic and aspirational. "Ignite opportunity" and "setting the world in motion" create a sense of excitement and possibility. It hints at how Uber's services can create positive change and open up new opportunities for people.

"To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive, and sustainable."

Airbnb's mission statement is centered around belonging and inclusivity. It paints a picture of a world where people can feel at home wherever they are. The mention of healthy, local, authentic, diverse, inclusive, and sustainable travel positions Airbnb as a socially responsible and forward-thinking company.

These powerful mission statement examples showcase different approaches to crafting an effective and inspiring mission. Here are some key elements to emulate:

• Clarity and simplicity
• Alignment with the company's core purpose and values
• Emotional resonance and inspiration
• Inclusivity and a sense of community
• Aspirational language that paints a picture of a better future
• Focus on benefits and value for customers or stakeholders

By studying these statement examples for your business, you can craft a compelling mission statement that guides your organization and inspires your team and customers.

Mission Statement vs Vision Statement: What's the Difference?

While mission and vision statements are often mentioned together, they serve distinct purposes in defining an organization's identity and direction. 

Mission statement

• Focuses on an organization's present purpose and reason for existence.
• It answers the question, " Why do we exist? " and outlines the company's core values, target audience, and unique value proposition.
• A mission statement is actionable and guides day-to-day operations and decision-making.

Vision statement

• It is future-oriented and aspirational. 
• It paints a picture of what the organization aims to achieve in the long term and inspires stakeholders to work towards that ideal future state. 
• Answers the question, "What do we want to become?" and sets a high-level direction for growth and impact.

Example Mission Statement vs Vision Statement: Microsoft case

Mission statement: "To empower every person and every organization on the planet to achieve more."

In this case, Microsoft's mission statement focuses on the company's current purpose of empowering individuals and organizations through its products and services. It guides Microsoft's daily operations and decision-making to ensure alignment with this core purpose.

Vision statement: "To help people and businesses throughout the world realize their full potential."

Meanwhile, Microsoft's vision statement is aspirational and long-term. It envisions a future where people and businesses worldwide can reach their full potential, implying that Microsoft's products and services will play a role in enabling that growth and success.

How to Write Your Own Inspiring Mission Statement?

Crafting an inspiring mission statement is a crucial step in defining your company's identity and purpose. Here's a step-by-step process to help you write a mission statement that resonates and inspires: 

1. Identify your company's purpose and core values

Start by reflecting on the fundamental reason your company exists. What problem are you solving? What values and principles guide your organization? Clearly defining your purpose and values will form the foundation of your mission statement.

2. Describe the value you provide and to whom

Your mission statement should communicate the value your company offers and the target audience you serve. Identify the specific products, services, or solutions you provide and the customers or stakeholders who benefit from them.

3. Differentiate your company - what makes you unique?

Consider what sets your company apart from competitors. Is it your approach, your expertise, or your commitment to a particular cause? Highlighting your unique selling proposition will help your mission statement stand out.

4. Distill into a concise, memorable statement

Once you've identified the key elements, it's time to craft your mission statement. Aim for a concise, memorable statement that captures the essence of your company's purpose and value proposition. Effective mission statements are typically one or two sentences long .

5. Get input from employees and customers

Involve your team and customers in the process. Gather feedback and insights from those who understand your company's culture and values. Their perspectives can help refine and strengthen your mission statement.

6. Refine and wordsmith

Revise and refine your mission statement until it accurately reflects your company's purpose, values, and unique value proposition. Pay attention to word choice, tone, and clarity, ensuring that your statement is inspiring and easy to understand.

Remember, your mission statement is a living document that may evolve as your company grows and adapts. By following these tips for creating a great mission statement, and incorporating best practices, you can create a mission statement that effectively communicates your company's purpose.

Mistakes to Avoid When Crafting a Mission Statement

Here are some mistakes to avoid when creating your mission statement:

• Being too generic or vague : Avoid using vague language or clichés that could apply to any business. Instead, aim for specificity and clarity that accurately reflects your unique purpose and value proposition.
• Using jargon or buzzwords : Strive for clear, concise language that resonates with your target audience, including employees, customers, and stakeholders.
• Making it too long and unmemorable : Avoid creating a lengthy, convoluted statement that is difficult to remember or communicate..
• Not getting employee and customer input : Seek input and feedback from those who understand your company's culture, values, and target audience.
• Set it and forget it - not revisiting regularly : Neglecting to regularly review and update your mission statement can lead to a disconnect between your stated mission and your actual operations.

Avoiding these common mistakes will lead you to create a mission statement that is clear, memorable, and authentic. 

Mission statement examples: Conclusion

In today's competitive business landscape, a well-crafted mission statement can be a powerful tool for driving your company forward and achieving long-term success. Throughout this article, we've explored the key elements that make a mission statement truly great, and provided numerous inspiring examples from industry-leading companies.

Effective mission statements are concise, memorable, and inspiring. They clearly articulate a company's purpose, values, and unique value proposition, resonating with employees, customers, and stakeholders alike. A great mission statement differentiates a company from its competitors, serving as a guiding light for decision-making and strategic direction.

Remember, a compelling mission statement is not a one-time exercise; it should be regularly reviewed and updated to ensure it remains relevant and aligned with your organization's evolving goals and aspirations. 

So, take the time to craft a mission statement that truly captures the essence of your organization, and watch as it becomes a driving force behind your company's growth, innovation, and impact.

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Creating strong mission and vision statements is important for any business. These statements help define what your company does and where it wants to go in the future. They guide decision-making, inspire employees, and communicate your brand’s values to customers.

In this article, we will discuss the parts of mission and vision statements, how to write them, and their benefits. We will also provide examples of some of the best mission and vision statements from well-known companies. By understanding these concepts and seeing how successful companies use them, you can create powerful statements for your own business.

What Is a Business Mission Statement?

A mission statement tells what your company does, why it exists, and what it aims to achieve. It’s a guide for your team and helps everyone stay focused on the main goals. A strong mission statement can be a powerful tool to align your team and attract customers who share your values.

What Are the Four Parts of a Mission Statement?

1. brand strategy.

Your brand strategy is your plan for achieving your business goals. It includes your target market, how you will reach them, and what makes you different from your competitors. A clear brand strategy helps you make decisions that support your mission.

2. Brand Vision

Your brand vision is what you want your business to become in the future. It’s your long-term goal and what you aspire to achieve. A strong vision can inspire your team and give them something to work towards.

3. Brand Goals

Brand goals are the specific targets you want to reach, like increasing sales , expanding to new markets, or launching new products. These goals should be measurable and time-bound so you can track your progress.

4. Brand Values

Brand values are the beliefs and principles that guide your business decisions. They reflect what’s important to your company and how you want to conduct your business. Strong values can help build trust with your customers and create a positive company culture.

How to Write a Mission Statement?

1. say what your company does.

Start by explaining what your business does in simple terms. This should be a clear and concise description of your products or services.

2. List Your Company’s Main Values

Write down the core values that are important to your business. These could be things like quality, customer service , innovation, or sustainability.

3. Show How What You Do Matches Your Values

Connect your products or services with your values. Explain how your business practices align with what you believe in.

4. Write a Simple Statement From This

Put everything together in a clear and short statement. Make sure it’s easy to understand and remember.

5. Keep It Short and Clear

Your mission statement should be brief and to the point. Avoid using complex language or jargon. The goal is to communicate your mission clearly to everyone who reads it.

What Is a Business Vision Statement?

A vision statement shows what your business hopes to achieve in the future. It’s big-picture thinking that inspires and guides your team . A strong vision statement can motivate your employees and attract customers who share your aspirations.

What Are the Four Parts of a Vision Statement?

1. dream big.

Think about what you want your business to become. Your vision should be ambitious and aspirational, pushing you to strive for greatness.

2. Desired Impact

Describe the positive change you want to make in the world. This could be how your business improves lives, contributes to the community, or protects the environment.

3. Core Values

Include the values that are important to your business. Your vision should reflect what you stand for and believe in, as seen in many great mission and vision statements.

4. Future Goals

Outline the long-term goals you want to reach. These should be specific and achievable, providing a clear direction for your business.

How to Write a Vision Statement?

1. imagine your future.

Think about where you want your business to be in the future. Consider what success looks like for your company.

2. Keep It Clear and Simple

Make sure your vision statement is easy to understand; you can look at various vision statement examples to help in crafting your own. Avoid complex language and keep it straightforward.

3. Know Your Company’s Purpose

Understand why your business exists and what it stands for by reviewing vision and mission statement examples. Your vision should align with your company’s purpose.

4. Focus on Long-Term Impact

Think about the big picture and how you want to make a difference. Your vision should be focused on the lasting impact you want to have.

5. Simplify and Create Your Vision Statement

Put your ideas into a simple, clear statement. Make sure it’s inspiring and motivating for your team.

What Are the Benefits of Mission and Vision Statements?

Provide direction.

Mission and vision statements give your team a clear path to follow. They help everyone understand what the company is working towards and why.

Build Brand Identity

These statements help people understand what your brand is about. They communicate your values and goals to customers and stakeholders.

Improve Internal Branding

A clear mission and vision can ensure everyone in your company is on the same page. They help build a strong company culture and align your team’s efforts.

Communicate Purpose

Mission and vision statements show why your business exists and what it aims to do. They help people understand your company’s purpose and goals.

Foster Company Culture

These statements can build a strong culture with shared values and goals. They help create a positive work environment where everyone is working towards the same objectives.

Support Strategic Planning

Mission and vision statements guide your business decisions and plans. They provide a framework for setting goals and making strategic decisions.

Best Mission Statement Examples

To bring inspiration and innovation to every athlete in the world. Nike’s mission statement highlights its goal to inspire and innovate for athletes worldwide. By focusing on athletes, Nike emphasizes its dedication to sports and active lifestyles.

To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. Tesla’s mission statement shows its ambition to lead in the electric vehicle market. It aims to innovate and push the world toward sustainable energy solutions.

3. American Express

Committed to providing customers with the finest products, services, and benefits. American Express emphasizes its commitment to offering high-quality products and services. This mission focuses on customer satisfaction and value.

To organize the world’s information and make it universally accessible and useful. Google’s mission is about organizing and making information accessible. This statement underlines its core service of search and information accessibility.

To help humanity thrive by enabling the world’s teams to work together effortlessly. Asana aims to improve teamwork and productivity. Its mission highlights a broader goal of enhancing human collaboration.

Create a world where anyone can belong anywhere. Airbnb’s mission focuses on inclusivity and global belonging. It strives to make people feel at home anywhere in the world.

7. Coca-Cola

To refresh the world in mind, body, and spirit. Coca-Cola’s mission statement reflects its goal to provide refreshing beverages that uplift and refresh consumers.

8. Microsoft

To empower every person and every organization on the planet to achieve more. Microsoft emphasizes empowerment and achievement. Its mission is to enable people and organizations to reach their full potential.

9. LinkedIn

To connect the world’s professionals to make them more productive and successful. LinkedIn’s mission is about professional networking. It aims to help professionals connect and grow their careers.

10. Spotify

To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it. Spotify’s mission highlights its dedication to artists and music lovers. It aims to support creative expression and provide enjoyable music experiences.

11. Starbucks

To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks focuses on inspiration and community. Its mission statement emphasizes a personal touch in its service.

12. Patagonia

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Patagonia’s mission highlights its commitment to quality and environmental responsibility. It aims to use business as a force for positive change.

Provide fast and reliable delivery to customers. FedEx’s mission focuses on reliability and speed in delivery services. It aims to meet customer needs efficiently.

Spread ideas. TED’s mission is simple and powerful. It aims to share and spread innovative ideas.

Bring transportation anywhere. Uber’s mission emphasizes accessibility in transportation. It aims to provide convenient and reliable transport services globally.

To be Earth’s most customer-centric company , where customers can find and discover anything they might want to buy online.

17. Facebook

Give people the power to build community and bring the world closer together.

18. Southwest Airlines

To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

To provide the best customer service possible. Deliver WOW through service.

To be the preeminent building block supplier to the worldwide internet economy.

Best Vision Statement Examples

1. australia department of health.

To be a trusted leader in health and care. The Australia Department of Health’s vision emphasises trust and leadership in healthcare. It aims to be a reliable and leading provider of health services.

2. Creative Commons

To enable a global commons of knowledge, culture, and creativity. Creative Commons aims to foster a worldwide community of shared knowledge and creativity. Its vision emphasizes accessibility and cultural exchange.

3. Teach for America

“One day, all children in this nation will have the opportunity to attain an excellent education.”

4. LinkedIn

To create economic opportunity for every member of the global workforce. LinkedIn’s vision emphasizes economic opportunities. It aims to help professionals worldwide achieve career growth and success.

5. Chipotle

To cultivate a better world. Chipotle’s vision focuses on making a positive impact. It aims to promote sustainability and responsible practices.

6. Southwest

To become the world’s most loved, most flown, and most profitable airline. Southwest Airlines ’ vision aims at becoming a top choice for air travel. It focuses on customer love, frequent use, and profitability.

7. Alzheimer’s Association

A world without Alzheimer’s and all other dementia. The Alzheimer’s Association’s vision is a future free of dementia. It aims to find a cure and provide support for those affected.

To be the global leader in convenient foods and beverages by winning with purpose. PepsiCo’s vision emphasizes leadership in the food and beverage industry. It aims to succeed with a strong sense of purpose.

To make school attendance a priority for every child. AllHere’s vision focuses on education and attendance. It aims to ensure every child prioritizes school attendance.

10. Marriott

To be the world’s favorite travel company. Marriott’s vision aims to be a top choice in the travel industry. It focuses on becoming the preferred travel company worldwide.

11. Supergoop

Be a global leader in the sun care category, to make people live happier and healthier lives. Supergoop’s vision is to lead in sun care. It aims to improve health and happiness through its products.

12. Unilever

To make sustainable living commonplace. Unilever’s vision focuses on sustainability. It aims to promote and achieve widespread sustainable living practices.

To fill the earth with the light and warmth of hospitality. Hilton’s vision emphasizes hospitality and warmth. It aims to provide welcoming and comfortable experiences globally.

14. Purely Elizabeth

To inspire healthier, happier lives through delicious food. Purely Elizabeth’s vision focuses on health and happiness. It aims to inspire better living through nutritious food.

To enable human life on Mars. SpaceX’s vision is ambitious and futuristic. It aims to make life on Mars possible, pushing the boundaries of space exploration.

16. LinkedIn

A world without poverty. Oxfam’s vision is focused on eradicating poverty. It aims to create a world where poverty no longer exists.

To accelerate the world’s transition to sustainable energy. Tesla’s vision emphasizes sustainability. It aims to speed up the shift to renewable energy sources.

To build a future in which people live in harmony with nature. WWF’s vision focuses on environmental harmony. It aims to create a world where humans and nature coexist peacefully.

20. Walmart

To be the destination for customers to save money no matter how they want to shop. Walmart’s vision emphasizes affordability and accessibility. It aims to be the go-to place for customers to save money.

Q: What is the difference between a mission and vision statement?

A: A mission statement focuses on what the company wants to accomplish, while a vision statement describes where the company wants to be in the future.

Q: Why are inspiring mission and vision statement examples important for a business?

A: Inspiring mission and vision statement examples help create a clear vision for the company, communicate its purpose, and inspire employees to work towards a common goal.

Q: How can a company create a mission statement that is inspiring?

A: To create a great mission statement, a company might want to buy online or look at examples to inspire and guide them in crafting a statement that reflects their core values and objectives.

Q: What is the significance of having a clear vision for a company?

A: A clear vision helps align the company’s goals and objectives, guides decision-making processes, and motivates employees towards achieving a common goal.

This article covers key information about mission and vision statements, with examples to help you understand how to craft your own. Using clear and concise statements, you can guide your business towards success and make a lasting impact.

Creating strong mission and vision statements is a crucial step in defining your company’s purpose and direction. They provide a foundation for your business strategy and help you connect with your customers on a deeper level. By looking at examples from top companies, you can get inspired to create your own powerful statements that reflect your unique values and goals.

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Mission Statement for Business Plan

Welcome to our comprehensive guide on Mission Statement for Business Plan. Here, we delve into the importance of a compelling mission statement in your business plan, explore exemplary real-world examples, provide a step-by-step process for crafting your own, and share essential tips to avoid common mistakes. Let’s embark on this journey to articulate your business’s core purpose and guide its strategic planning.

What is an Example of Mission Statement for Business Plan?

A mission statement for a business plan articulates the company’s core purpose and direction. Here’s an example:

“ABC Tech strives to make innovative technology accessible for businesses of all sizes, empowering them to optimize operations, enhance productivity, and drive growth. Our mission is to provide high-quality, user-friendly solutions that address our clients’ unique needs and help them navigate the digital landscape with confidence and ease.”

This mission statement clearly outlines the company’s purpose (making innovative technology accessible), their target audience (businesses of all sizes), their value proposition (high-quality, user-friendly solutions), and their desired impact (empowering clients to optimize operations and drive growth).

Mission Statement Examples for Generic Business Plan

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Crafting solutions for diverse needs, creating positive impact and driving business growth through innovation and integrity.

• Our mission is to empower businesses with tailor-made solutions, driving growth and sustainability in a dynamic market.
• Committed to fostering a culture of excellence, our aim is to deliver unmatched value to our clients and stakeholders.
• Aiming to create innovative products and services that leave a lasting positive impact on society and the environment.
• Our mission is to be a catalyst for positive change, revolutionizing industries through creativity and cutting-edge technology.
• Striving to be the trusted partner that sets new standards in reliability, efficiency, and customer satisfaction.
• Passionate about creating a company culture that promotes diversity, collaboration, and a passion for excellence.
• Dedicated to empowering businesses with strategic insights, innovative approaches, and customer-centric solutions.
• Our mission is to be the driving force behind our clients’ success, anticipating market trends and exceeding expectations.
• Aiming to foster a culture of continuous improvement, innovation, and ethical business practices.
• Committed to making a meaningful difference through our commitment to corporate social responsibility.

Mission Statement Examples for Food Business Plan

Serving culinary delights that ignite taste buds and create lasting memories, celebrating the power of food to unite people and cultures.

• Our mission is to delight customers with diverse culinary experiences that tantalize taste buds and create lasting memories.
• Aiming to celebrate food’s power to bring people together and promote cultural appreciation through our flavorful offerings.
• Striving to be a culinary destination known for our dedication to quality, sustainability, and customer satisfaction.
• Committed to using locally sourced ingredients, supporting communities, and promoting environmentally responsible practices.
• Our mission is to be the go-to choice for food enthusiasts seeking authentic flavors and extraordinary dining experiences.
• Passionate about crafting dishes that not only taste delicious but also promote health and well-being.
• Dedicated to promoting food education, fostering a love for culinary arts, and inspiring the next generation of chefs.
• Our mission is to make every meal a moment of joy, enriching lives through our delectable culinary creations.
• Aiming to be the culinary innovator, constantly exploring new tastes, techniques, and culinary traditions.
• Committed to catering to diverse dietary preferences, ensuring everyone can enjoy our delicious offerings.

Mission Statement Examples for Bakery Business Plan

Creating confections that evoke cherished memories, being the neighborhood bakery that feels like home, crafting treats with love and passion.

• Our mission is to create delightful confections that evoke cherished memories and spread happiness one treat at a time.
• Aiming to be the heart of our community, where locals find comfort, joy, and a sense of belonging.
• Striving to use high-quality ingredients, crafting baked goods that taste as good as they look.
• Committed to delivering confections made with love and attention to detail, leaving customers craving more.
• Our mission is to be the bakery known for combining tradition and innovation, celebrating the art of baking.

Mission Statement Examples for Corporate Business Plan

Driving corporate excellence with ethics, customer-centricity, and environmental responsibility, fostering a culture of inclusivity and employee growth.

• Driving corporate excellence through a commitment to ethical practices, employee development, and customer-centricity.
• Our mission is to be the preferred partner, providing innovative solutions that shape our clients’ success.
• Aiming to lead by example, demonstrating that corporate success can coexist with social and environmental responsibility.
• Committed to transparency, integrity, and accountability, earning the trust and loyalty of all stakeholders.
• Our mission is to be a corporate leader that sets new benchmarks for industry best practices and innovation.
• Striving to foster an inclusive and collaborative corporate culture that values diversity and encourages creativity.
• Passionate about making a positive impact in the communities where we operate, giving back and uplifting lives.
• Dedicated to empowering employees, nurturing their growth, and providing a fulfilling and rewarding work environment.
• Our mission is to be a force for positive change, actively contributing to a more sustainable and equitable world.
• Aiming to be the corporate brand synonymous with excellence, integrity, and positive social impact.

Mission Statement Examples for Laundry Business Plan

Making laundry effortless and eco-friendly, providing quality services that surpass customer expectations, striving to be the trusted choice for laundry solutions.

• Our mission is to simplify and streamline laundry services, making life easier and freeing up valuable time for our customers.
• Aiming to provide top-quality laundry services that cater to busy lifestyles, offering convenience without compromising quality.
• Striving to be the laundry service that goes above and beyond, ensuring customer satisfaction with every load.
• Committed to eco-friendly laundry practices, reducing our carbon footprint while providing exceptional services.
• Our mission is to be the trusted laundry partner, providing efficient and reliable solutions for all laundry needs.
• Passionate about delivering laundry services that stand out for their attention to detail and commitment to excellence.
• Dedicated to creating a seamless and enjoyable laundry experience, with easy-to-use platforms and friendly customer support.
• Our mission is to give back time to our customers, letting them focus on what truly matters while we take care of laundry.
• Aiming to be the laundry service that customers can depend on, always delivering quality results and timely service.
• Committed to continuous improvement, exploring innovative technologies and practices to enhance our laundry services.

Personal Mission Statement Examples for Business Plan

Empowering individuals and enhancing lives, leading with integrity, empathy, and a commitment to positive change, building a legacy that inspires others. See more Personal mission statement examples .

• My mission is to create a business that empowers others to pursue their dreams and achieve their full potential.
• Aiming to lead with integrity, authenticity, and compassion, making a positive impact in the lives of my customers and employees.
• Striving to build a business that aligns with my values and brings out the best in everyone it touches.
• Committed to being a force for good, using my skills and resources to make a meaningful difference in the world.
• My mission is to inspire others to discover their passion, take risks, and embrace the journey of entrepreneurship.
• Aiming to create a business that values work-life balance, nurturing a supportive and collaborative work environment.
• Striving to be a role model for innovation and creativity, setting an example of fearlessness and perseverance.
• Committed to building a legacy that leaves a positive and lasting impact on future generations.
• My mission is to build a business that promotes inclusivity, diversity, and equal opportunities for all.
• Aiming to be a leader who leads with empathy, compassion, and a dedication to continuous learning and growth.

Mission Statement Examples for Financial Business Plan

Empowering clients to secure their financial future with personalized strategies, delivering financial expertise that transforms lives and drives prosperity.

• Our mission is to be the financial partner that helps clients achieve their dreams and secure their financial future.
• Aiming to be a trusted source of financial expertise, guiding clients through life’s financial milestones with confidence.
• Striving to be a reliable and transparent financial advisor, prioritizing the best interests of our clients.
• Committed to delivering tailored financial solutions that address individual needs and aspirations.
• Our mission is to empower clients with financial knowledge and resources, paving the way for financial independence.

Mission Statement Examples for Investment Business Plan

Maximizing wealth and minimizing risks through strategic investment solutions, navigating the investment landscape with foresight and expertise.

• Maximizing wealth and minimizing risks for our clients through strategic investment solutions and expert guidance.
• Aiming to be the investment partner that leads clients towards a secure and prosperous financial future.
• Striving to set new benchmarks in investment performance, focusing on long-term value and sustainable growth.
• Committed to navigating the investment landscape with foresight and market expertise.
• Our mission is to be a catalyst for financial success, guiding clients towards their investment goals.

Mission Statement Examples for Product Business Plan

Innovating products that enrich lives, address needs, and inspire creativity, setting new standards with user-centric product offerings.

• Our mission is to be the driving force behind products that enhance lives, address needs, and spark creativity.
• Aiming to create a diverse range of products that cater to a wide range of customer preferences.
• Striving to set new standards in product innovation, design, and functionality.
• Committed to delivering products that exceed customer expectations and inspire loyalty.
• Our mission is to make a positive impact in every product we offer, fostering a loyal customer base.

Mission Statement Examples for Restaurant Business Plan

Creating culinary experiences that delight the senses and create lasting memories, being a destination for food enthusiasts seeking unique dining experiences. See Restaurant mission statement examples

• Creating culinary experiences that delight the senses and create lasting memories for our valued customers.
• Aiming to be the restaurant of choice for food enthusiasts seeking exceptional flavors and unique dining experiences.
• Striving to elevate the dining experience through culinary innovation and personalized service.
• Committed to serving exceptional food with genuine warmth and hospitality.
• Our mission is to be the culinary destination that celebrates diverse flavors and cultures.

Mission Statement Examples for Hotel Business Plan

Providing exceptional hospitality, comfort, and unparalleled experiences, creating a sanctuary of relaxation, style, and top-tier amenities.

• Providing exceptional hospitality, comfort, and memorable experiences for our valued guests.
• Aiming to be the preferred choice for travelers seeking luxurious accommodations and top-tier amenities.
• Striving to create a sanctuary of relaxation and style, making every stay extraordinary.
• Committed to delivering unparalleled service and personalized experiences for each guest.
• Our mission is to be the hotel that guests return to for exceptional hospitality and memorable experiences.

Mission Statement Examples for Construction Business Plan

Building a better world through innovative solutions and sustainable practices, delivering structures that stand as testaments to quality and craftsmanship.

• Building a better world through innovative construction solutions, sustainable practices, and top-notch craftsmanship.
• Aiming to be the construction partner that brings clients’ visions to life, ensuring quality and excellence in every project.
• Striving to set new standards in construction safety, efficiency, and project management.
• Committed to delivering structures that stand as testaments to quality, durability, and aesthetic appeal.
• Our mission is to be a force for positive change in the construction industry, promoting sustainability and innovation.

Mission Statement Examples for Retail Business Plan

Empowering customers through top-quality products and unmatched service, setting new retail trends while preserving personalized care.

• Empowering customers through top-quality products, exceptional service, and an unforgettable shopping experience.
• Aiming to be the go-to destination for unique and diverse products that cater to various tastes and preferences.
• Striving to set new retail trends, combining traditional values with modern innovations.
• Committed to fostering customer loyalty and building lasting relationships through outstanding service.
• Our mission is to be the retail brand that customers trust and turn to for their shopping needs.

Mission Statement Examples for Online eCommerce Business Plan

Making online shopping a pleasure with diverse products and efficient delivery, redefining the eCommerce experience with a user-friendly platform.

• Making online shopping a pleasure by offering a diverse range of products, seamless user experience, and efficient delivery.
• Aiming to redefine the eCommerce experience through a user-friendly platform and exceptional customer service.
• Striving to be the eCommerce leader, offering convenience, value, and a wide selection of products.
• Committed to exceeding customer expectations with prompt delivery and unparalleled customer support.
• Our mission is to be the ultimate online marketplace that caters to every need and desire.

Mission Statement Examples for Startup Business Plan

Revolutionizing industries with innovative solutions and agile practices, nurturing innovation and creativity in a culture of entrepreneurship.

• Revolutionizing industries with innovative solutions, fostering a culture of creativity, resilience, and entrepreneurship.
• Aiming to be the catalyst for groundbreaking ideas, transforming them into successful and impactful ventures.
• Striving to set new standards in business agility, adaptability, and forward-thinking.
• Committed to nurturing innovation and creating a supportive ecosystem for startups to thrive.
• Our mission is to be the go-to incubator for entrepreneurial visionaries, empowering them to shape the future.

Simple Mission Statement Examples for Business Plan

Making life better through products and services, delivering excellence, innovation, and customer satisfaction, creating value through ethical practices.

• Making life better through products and services that deliver excellence, innovation, and customer satisfaction.
• Aiming to create value for all stakeholders through ethical practices and sustainable business approaches.
• Striving to be the trusted brand that people turn to first for their needs and aspirations.
• Committed to making a positive impact in every aspect of our business, from product design to customer support.
• Our mission is to embody simplicity in our operations, products, and interactions with customers.

Mission Statement Examples for Marketing Business Plan

Empowering businesses to thrive with strategic marketing solutions and brand building, setting new standards in creativity, ROI, and customer engagement.

• Empowering businesses to thrive through strategic marketing solutions, brand building, and customer engagement.
• Aiming to be the marketing partner that elevates brands and drives growth through creative and data-driven campaigns.
• Striving to set new standards in marketing effectiveness, ROI, and customer-centric strategies.
• Committed to cultivating long-term relationships with clients, understanding their unique needs and goals.
• Our mission is to be the catalyst for brand success, building lasting connections between brands and their audience.

Mission Statement Examples for Coffee Shop Business Plan

Crafting coffee experiences that awaken the senses and foster community, serving exceptional coffee with warmth and enthusiasm.

• Crafting coffee experiences that awaken the senses and foster a sense of community among coffee enthusiasts.
• Aiming to serve exceptional coffee with genuine warmth, creating a welcoming space for coffee lovers.
• Striving to be the go-to destination for quality coffee and moments of relaxation.
• Committed to promoting sustainability by sourcing ethical and locally roasted coffee beans.
• Our mission is to be the coffee shop that enriches lives, one cup of coffee at a time.

Mission Statement Examples for Salon Business Plan

Enhancing beauty and well-being with top-notch services and personalized care, striving to be the go-to destination for beauty needs.

• Enhancing beauty and well-being with top-notch services and personalized care for every customer.
• Aiming to be the go-to salon for exceptional hair and beauty services, nurturing self-confidence and inner beauty.
• Striving to create a welcoming and relaxing environment, making every salon visit a rejuvenating experience.
• Committed to continuous learning and staying updated with the latest beauty trends and techniques.
• Our mission is to be the salon that empowers customers to look and feel their best, inside and out.

Importance of a Mission Statement in a Business Plan

A well-crafted mission statement plays a crucial role in a business plan, providing direction and purpose for the entire organization. It serves as a guiding light, aligning the company’s actions with its core values and goals. Here’s why a mission statement is vital for a successful business plan:

1. Defines Purpose and Identity: A mission statement succinctly outlines the company’s purpose, values, and long-term vision, giving it a unique identity. 2. Guides Decision-Making: It acts as a compass, helping leaders make strategic decisions that align with the company’s mission. 3. Sets Direction: The mission statement establishes clear goals and objectives, guiding the company towards growth and success. 4. Inspires Stakeholders: A well-crafted mission statement inspires employees, investors, and customers, fostering loyalty and trust. 5. Enhances Brand Perception: A strong mission statement enhances the company’s reputation and brand perception in the market. 6. Attracts Top Talent: It serves as a powerful tool to attract and retain top talent who align with the company’s mission and values. 7. Facilitates Resource Allocation: The mission statement aids in allocating resources effectively, maximizing efficiency and productivity. 8. Measures Success: It provides a benchmark to measure the company’s progress and success over time.

9+an Effective Mission Statement for Business Plan

Crafting an effective mission statement requires thoughtful consideration and strategic planning. A compelling mission statement should be concise, inspiring, and reflective of the company’s core values and purpose. Here are the steps to write an impactful mission statement:

1. Understand Your Purpose:

Define the company’s purpose, values, and long-term vision, and identify its unique selling proposition.

2. Keep It Concise:

Aim for simplicity and brevity, ensuring the mission statement is easy to remember and understand.

3. Reflect Company Values:

Align the mission statement with the company’s core values and culture.

4. Consider Stakeholders:

Take into account the interests of customers, employees, investors, and the community.

5. Avoid Jargon:

Use clear and straightforward language to make the mission statement accessible to all.

6. Be Inspirational:

Infuse the mission statement with a sense of purpose and inspiration to motivate stakeholders.

7. Test and Refine:

Gather feedback from key stakeholders and refine the statement to ensure its effectiveness.

8. Stay True to the Brand:

Ensure the mission statement reflects the brand’s identity and communicates its unique value.

Fitting the Mission Statement Seamlessly into Your Business Plan

Integrating the mission statement seamlessly into the business plan is essential to ensure a cohesive and purpose-driven strategy. Here are the key steps to fitting the mission statement into your business plan:

• Introduction: Start the business plan with a brief introduction, highlighting the company’s mission and its importance.
• Mission Statement Placement: Place the mission statement prominently in the executive summary or introduction section.
• Alignment with Goals: Ensure that all business goals and objectives align with the mission statement.
• Strategic Initiatives: Outline specific strategic initiatives that support and fulfill the mission statement.
• Employee Engagement: Emphasize the importance of the mission statement in employee engagement and motivation.
• Market Positioning: Position the company in the market based on the mission statement and unique value proposition.
• Customer Experience: Highlight how the mission statement influences the customer experience and drives loyalty.
• Regular Refinement: Commit to regularly reviewing and refining the mission statement to keep it relevant and impactful.

Common Mistakes to Avoid When Writing a Mission Statement for Your Business Plan

Crafting a mission statement requires precision and clarity. To ensure its effectiveness, avoid these common mistakes:

• Lack of Clarity: Avoid vague language and unclear statements that don’t communicate the company’s purpose clearly.
• Being Too Generic: A mission statement should be unique to the company and not sound generic or clichéd.
• Overcomplicating: Keep the mission statement concise and straightforward, avoiding unnecessary complexity.
• Neglecting Stakeholders: Consider the interests of all stakeholders while writing the mission statement.
• Ignoring Values: Ensure that the mission statement reflects the company’s core values and principles.
• No Emotional Connection: Craft a mission statement that emotionally resonates with employees and customers.
• Inconsistent Messaging: Align the mission statement with the overall brand message to maintain consistency.
• Lack of Relevance: Ensure the mission statement reflects the current market landscape and business goals.

Revising and Updating Your Business Plan’s Mission Statement

A mission statement should evolve alongside the company’s growth and changes in the market. Here’s how to revise and update your mission statement effectively:

• Regular Evaluation: Periodically assess the mission statement’s alignment with the company’s goals and values.
• Gather Feedback: Seek input from key stakeholders, including employees, customers, and investors.
• Stay Relevant: Update the mission statement to reflect changing market trends and customer needs.
• Capture Growth Aspirations: Revise the mission statement to encompass the company’s future growth plans.
• Refine Language: Reframe the statement using clear and impactful language to strengthen its messaging.
• Ensure Consistency: Confirm that the updated mission statement aligns with the overall business strategy.
• Internal Communication: Communicate the revised mission statement to all employees to ensure a unified vision.
• Celebrate Milestones: Use milestone achievements as opportunities to revise and refine the mission statement.

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Written by Jesse Sumrak | May 14, 2023

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Business plans might seem like an old-school stiff-collared practice, but they deserve a place in the startup realm, too. It’s probably not going to be the frame-worthy document you hang in the office—yet, it may one day be deserving of the privilege.

Whether you’re looking to win the heart of an angel investor or convince a bank to lend you money, you’ll need a business plan. And not just any ol’ notes and scribble on the back of a pizza box or napkin—you’ll need a professional, standardized report.

Bah. Sounds like homework, right?

Yes. Yes, it does.

However, just like bookkeeping, loan applications, and 404 redirects, business plans are an essential step in cementing your business foundation.

Don’t worry. We’ll show you how to write a business plan without boring you to tears. We’ve jam-packed this article with all the business plan examples, templates, and tips you need to take your non-existent proposal from concept to completion.

Table of Contents

What Is a Business Plan?

Tips to Make Your Small Business Plan Ironclad

How to Write a Business Plan in 6 Steps

Startup Business Plan Template

Business Plan Examples

Work on Making Your Business Plan

How to Write a Business Plan FAQs

What is a business plan why do you desperately need one.

A business plan is a roadmap that outlines:

• Who your business is, what it does, and who it serves
• Where your business is now
• Where you want it to go
• How you’re going to make it happen
• What might stop you from taking your business from Point A to Point B
• How you’ll overcome the predicted obstacles

While it’s not required when starting a business, having a business plan is helpful for a few reasons:

• Secure a Bank Loan: Before approving you for a business loan, banks will want to see that your business is legitimate and can repay the loan. They want to know how you’re going to use the loan and how you’ll make monthly payments on your debt. Lenders want to see a sound business strategy that doesn’t end in loan default.
• Win Over Investors: Like lenders, investors want to know they’re going to make a return on their investment. They need to see your business plan to have the confidence to hand you money.
• Stay Focused: It’s easy to get lost chasing the next big thing. Your business plan keeps you on track and focused on the big picture. Your business plan can prevent you from wasting time and resources on something that isn’t aligned with your business goals.

Beyond the reasoning, let’s look at what the data says:

• Simply writing a business plan can boost your average annual growth by 30%
• Entrepreneurs who create a formal business plan are 16% more likely to succeed than those who don’t
• A study looking at 65 fast-growth companies found that 71% had small business plans
• The process and output of creating a business plan have shown to improve business performance

Convinced yet? If those numbers and reasons don’t have you scrambling for pen and paper, who knows what will.

Don’t Skip: Business Startup Costs Checklist

Before we get into the nitty-gritty steps of how to write a business plan, let’s look at some high-level tips to get you started in the right direction:

Be Professional and Legit

You might be tempted to get cutesy or revolutionary with your business plan—resist the urge. While you should let your brand and creativity shine with everything you produce, business plans fall more into the realm of professional documents.

Think of your business plan the same way as your terms and conditions, employee contracts, or financial statements. You want your plan to be as uniform as possible so investors, lenders, partners, and prospective employees can find the information they need to make important decisions.

If you want to create a fun summary business plan for internal consumption, then, by all means, go right ahead. However, for the purpose of writing this external-facing document, keep it legit.

Know Your Audience

Your official business plan document is for lenders, investors, partners, and big-time prospective employees. Keep these names and faces in your mind as you draft your plan.

Think about what they might be interested in seeing, what questions they’ll ask, and what might convince (or scare) them. Cut the jargon and tailor your language so these individuals can understand.

Remember, these are busy people. They’re likely looking at hundreds of applicants and startup investments every month. Keep your business plan succinct and to the point. Include the most pertinent information and omit the sections that won’t impact their decision-making.

Invest Time Researching

You might not have answers to all the sections you should include in your business plan. Don’t skip over these!

Your audience will want:

• Detailed information about your customers
• Numbers and solid math to back up your financial claims and estimates
• Deep insights about your competitors and potential threats
• Data to support market opportunities and strategy

Your answers can’t be hypothetical or opinionated. You need research to back up your claims. If you don’t have that data yet, then invest time and money in collecting it. That information isn’t just critical for your business plan—it’s essential for owning, operating, and growing your company.

Stay Realistic

Your business may be ambitious, but reign in the enthusiasm just a teeny-tiny bit. The last thing you want to do is have an angel investor call BS and say “I’m out” before even giving you a chance.

The folks looking at your business and evaluating your plan have been around the block—they know a thing or two about fact and fiction. Your plan should be a blueprint for success. It should be the step-by-step roadmap for how you’re going from Point A to Point B.

How to Write a Business Plan—6 Essential Elements

Not every business plan looks the same, but most share a few common elements. Here’s what they typically include:

• Executive Summary
• Business Overview
• Products and Services
• Market Analysis
• Competitive Analysis
• Financial Strategy

Below, we’ll break down each of these sections in more detail.

1. Executive Summary

While your executive summary is the first page of your business plan, it’s the section you’ll write last. That’s because it summarizes your entire business plan into a succinct one-pager.

Begin with an executive summary that introduces the reader to your business and gives them an overview of what’s inside the business plan.

Your executive summary highlights key points of your plan. Consider this your elevator pitch. You want to put all your juiciest strengths and opportunities strategically in this section.

2. Business Overview

In this section, you can dive deeper into the elements of your business, including answering:

• What’s your business structure? Sole proprietorship, LLC, corporation, etc.
• Where is it located?
• Who owns the business? Does it have employees?
• What problem does it solve, and how?
• What’s your mission statement? Your mission statement briefly describes why you are in business. To write a proper mission statement, brainstorm your business’s core values and who you serve.

Don’t overlook your mission statement. This powerful sentence or paragraph could be the inspiration that drives an investor to take an interest in your business. Here are a few examples of powerful mission statements that just might give you the goosebumps:

• Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• Tesla: To accelerate the world’s transition to sustainable energy.
• InvisionApp : Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.
• TED : Spread ideas.
• Warby Parker : To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.

3. Products and Services

As the owner, you know your business and the industry inside and out. However, whoever’s reading your document might not. You’re going to need to break down your products and services in minute detail.

For example, if you own a SaaS business, you’re going to need to explain how this business model works and what you’re selling.

You’ll need to include:

• What services you sell: Describe the services you provide and how these will help your target audience.
• What products you sell: Describe your products (and types if applicable) and how they will solve a need for your target and provide value.
• How much you charge: If you’re selling services, will you charge hourly, per project, retainer, or a mixture of all of these? If you’re selling products, what are the price ranges?

4. Market Analysis

Your market analysis essentially explains how your products and services address customer concerns and pain points. This section will include research and data on the state and direction of your industry and target market.

This research should reveal lucrative opportunities and how your business is uniquely positioned to seize the advantage. You’ll also want to touch on your marketing strategy and how it will (or does) work for your audience.

Include a detailed analysis of your target customers. This describes the people you serve and sell your product to. Be careful not to go too broad here—you don’t want to fall into the common entrepreneurial trap of trying to sell to everyone and thereby not differentiating yourself enough to survive the competition.

The market analysis section will include your unique value proposition. Your unique value proposition (UVP) is the thing that makes you stand out from your competitors. This is your key to success.

If you don’t have a UVP, you don’t have a way to take on competitors who are already in this space. Here’s an example of an ecommerce internet business plan outlining their competitive edge:

FireStarters’ competitive advantage is offering product lines that make a statement but won’t leave you broke. The major brands are expensive and not distinctive enough to satisfy the changing taste of our target customers. FireStarters offers products that are just ahead of the curve and so affordable that our customers will return to the website often to check out what’s new.

5. Competitive Analysis

Your competitive analysis examines the strengths and weaknesses of competing businesses in your market or industry. This will include direct and indirect competitors. It can also include threats and opportunities, like economic concerns or legal restraints.

The best way to sum up this section is with a classic SWOT analysis. This will explain your company’s position in relation to your competitors.

6. Financial Strategy

Your financial strategy will sum up your revenue, expenses, profit (or loss), and financial plan for the future. It’ll explain how you make money, where your cash flow goes, and how you’ll become profitable or stay profitable.

This is one of the most important sections for lenders and investors. Have you ever watched Shark Tank? They always ask about the company’s financial situation. How has it performed in the past? What’s the ongoing outlook moving forward? How does the business plan to make it happen?

Answer all of these questions in your financial strategy so that your audience doesn’t have to ask. Go ahead and include forecasts and graphs in your plan, too:

• Balance sheet: This includes your assets, liabilities, and equity.
• Profit & Loss (P&L) statement: This details your income and expenses over a given period.
• Cash flow statement: Similar to the P&L, this one will show all cash flowing into and out of the business each month.

It takes cash to change the world—lenders and investors get it. If you’re short on funding, explain how much money you’ll need and how you’ll use the capital. Where are you looking for financing? Are you looking to take out a business loan, or would you rather trade equity for capital instead?

Read More: 16 Financial Concepts Every Entrepreneur Needs to Know

Startup Business Plan Template (Copy/Paste Outline)

Ready to write your own business plan? Copy/paste the startup business plan template below and fill in the blanks.

Executive Summary Remember, do this last. Summarize who you are and your business plan in one page.

Business Overview Describe your business. What’s it do? Who owns it? How’s it structured? What’s the mission statement?

Products and Services Detail the products and services you offer. How do they work? What do you charge?

Market Analysis Write about the state of the market and opportunities. Use date. Describe your customers. Include your UVP.

Competitive Analysis Outline the competitors in your market and industry. Include threats and opportunities. Add a SWOT analysis of your business.

Financial Strategy Sum up your revenue, expenses, profit (or loss), and financial plan for the future. If you’re applying for a loan, include how you’ll use the funding to progress the business.

5 Frame-Worthy Business Plan Examples

Want to explore other templates and examples? We got you covered. Check out these 5 business plan examples you can use as inspiration when writing your plan:

• SBA Wooden Grain Toy Company
• SBA We Can Do It Consulting
• OrcaSmart Business Plan Sample
• Plum Business Plan Template
• PandaDoc Free Business Plan Templates

Get to Work on Making Your Business Plan

If you find you’re getting stuck on perfecting your document, opt for a simple one-page business plan —and then get to work. You can always polish up your official plan later as you learn more about your business and the industry.

Remember, business plans are not a requirement for starting a business—they’re only truly essential if a bank or investor is asking for it.

Ask others to review your business plan. Get feedback from other startups and successful business owners. They’ll likely be able to see holes in your planning or undetected opportunities—just make sure these individuals aren’t your competitors (or potential competitors).

Your business plan isn’t a one-and-done report—it’s a living, breathing document. You’ll make changes to it as you grow and evolve. When the market or your customers change, your plan will need to change to adapt.

That means when you’re finished with this exercise, it’s not time to print your plan out and stuff it in a file cabinet somewhere. No, it should sit on your desk as a day-to-day reference. Use it (and update it) as you make decisions about your product, customers, and financial plan.

Review your business plan frequently, update it routinely, and follow the path you’ve developed to the future you’re building.

Keep Learning: New Product Development Process in 8 Easy Steps

What financial information should be included in a business plan?

Be as detailed as you can without assuming too much. For example, include your expected revenue, expenses, profit, and growth for the future.

What are some common mistakes to avoid when writing a business plan?

The most common mistake is turning your business plan into a textbook. A business plan is an internal guide and an external pitching tool. Cut the fat and only include the most relevant information to start and run your business.

Who should review my business plan before I submit it?

Co-founders, investors, or a board of advisors. Otherwise, reach out to a trusted mentor, your local chamber of commerce, or someone you know that runs a business.

Ready to Write Your Business Plan?

Don’t let creating a business plan hold you back from starting your business. Writing documents might not be your thing—that doesn’t mean your business is a bad idea.

Let us help you get started.

Join our free training to learn how to start an online side hustle in 30 days or less. We’ll provide you with a proven roadmap for how to find, validate, and pursue a profitable business idea (even if you have zero entrepreneurial experience).

Stuck on the ideas part? No problem. When you attend the masterclass, we’ll send you a free ebook with 100 of the hottest side hustle trends right now. It’s chock full of brilliant business ideas to get you up and running in the right direction.

About Jesse Sumrak

Jesse Sumrak is a writing zealot focused on creating killer content. He’s spent almost a decade writing about startup, marketing, and entrepreneurship topics, having built and sold his own post-apocalyptic fitness bootstrapped business. A writer by day and a peak bagger by night (and early early morning), you can usually find Jesse preparing for the apocalypse on a precipitous peak somewhere in the Rocky Mountains of Colorado.

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7 Business Plan Examples You Need to Know (2024)

Ryan Patrick

As an aspiring entrepreneur, you must know the importance of creating a business plan for the company you're about to start. However, you might need to know more about a business plan or what details to include . Even when you're advised to create a business plan, few resources are available to guide you on effectively relaying your ideas.

For this reason, it's imperative to examine the different business plan examples and how they can benefit your business. Other terms that refer to a business plan include:

• Operational plans
• Strategic plans
• Traditional plans
• Feasibility plans
• Growth plans
• Internal plans

Depending on the business stage your company is at, there are unique plans for different situations . So, what sets apart each plan, and what factors should be considered when choosing one over the other?

A sample business plan template is like a real-world plan, guiding you on how to present your ideas confidently. This article will discuss the seven business plan examples you need to know (2024) and how to craft them to serve your needs.

How to Determine the Type of Business Plan You Need

The type of business plan you need depends on different factors like:

• Current business stage
• Intended audience
• How you intend to use the plan

Considering the factors above will determine what format works best for you. Remember, creating a plan will enhance your chances for success. Thus, landing the right option means it supports your needs and brings you closer to achieving your business goals.

So, how do you choose the right plan?

1. Understand Why You Need a Business Plan

What are the reasons you're creating a business plan ?

Are you pitching to potential investors , applying for a loan , or trying to determine whether your business idea is feasible ?

One or more of the above questions will likely fuel your need for a business plan. Understanding why you need one will help you determine which one suits your situation.

A detailed plan is necessary if you're looking to become an entrepreneur. However, if you're only testing a business idea, a short-format plan will suffice, as it consumes less time to create and only needs a few details.

2. Be Familiar with the Options Available

When creating a plan, you don't have to be an expert or understand every detail of each plan. However, knowing the following basics will help you make the right decision:

• What makes a plan unique?
• What are the benefits?
• What are the drawbacks?
• Which business types can use it?

Reviewing the details above will help you understand what you're getting involved in and how to complete your plan. Plus, you'll create a plan that's tailored to your needs.

3. Start Small

As you choose a suitable business plan format, begin with a short and simple option and build slowly . A humble start will save you time and effort, and you'll still come up with a working business plan for your business to serve the moment.

The small start helps you better understand if you need more planning. If you do, you'll only improve the plan you have and not begin from scratch. Plus, the type of business plan you need is dependent on the situation you're addressing and the use case. Performing this exercise will help you narrow down your options to what you need.

7 Business Plan Examples to Know in 2024

We'll walk you through the seven real-world examples of business plans, outlining every aspect to help you understand how it all comes together. They include:

1. Executive Summary

An executive summary will provide a high-level run-through of your business plan. It will contain a few paragraphs with detailed information about:

• A brief description of your company
• Market research
• Competitor analysis
• Financial information

2. Company Description

Your business description can be repurposed in other areas of your business like:

• The About page
• Social media profile pages
• Any other properties that need a further description of your small business

Here are more details to include in your company overview:

• Business structure - Here, you state the kind of business you registered: LLC, corporation, sole proprietorship, or partnership.
• Nature of the business - What are your business activities? Explain what activities your business will be involved in.
• Industry - State the industry you'll be operating under.
• Background information - Provide more information on your background in the industry you're venturing into and what's unique about your business.
• Business objectives - Write about your business goals (short and long-term)
• Team —Are you a sole proprietor, or do you rely on contractors to get the job done? This section will spotlight your team.

You can also display your mission statement on the company website and it will serve the same purpose as a business plan.

3. Market Analysis

Market analysis is all about:

• Research on product supply and demand
• Your target market
• The competitive landscape
• Industry trends

Analysing Strengths, Weaknesses, Opportunities, and Threats (SWOT) will help you understand your stand in the market. SWOT also aids you in identifying and understanding market gaps you can exploit to establish your base in the market. Here are the details of SWOT:

• Strengths -   State what your business can deliver in a unique manner
• Weaknesses - What can bring you down or limit your profit margins?
• Opportunities - The openings you intend to capitalise on
• Threats - The challenges you anticipate your business will be facing

In addition, you need to run a competitive analysis as part of the market analysis in your business plan. The information you gather will show you who your competitors are and give you ideas on how to stand out .

4. Products and Services

In this part of your business plan, you describe the products or services you'll be selling to customers. You also provide details on the pricing of the product or services and how they'll compete against similar offers in the market. A few lines with little detail of this information will suffice as they're only meant to introduce the reader to your product.

5. Marketing Plan

Anyone starting a business must have a marketing plan to show how they'll spread the word about their new venture. A marketing plan is essential for a business plan as it highlights the promotion methods for the business and customer strategies you'll adopt. The main idea here is to show how you plan to promote your business to potential customers.

6. Logistics and Operations

Under the logistics and operations section in your business plan, you should offer information on the following:

• Shipping and fulfilment

7. Financial Plan

A financial plan or statement is a breakdown of the following:

• All other relevant financial metrics concerning funding and profiting from your business

The financial plan breaks down expenses, predicted revenue, and net profit in graphs diving deeper into these financial details:

• Funding needs
• Estimated profit-and-loss statement
• Projected balance sheet
• Estimated cash-flow statement

Types of Business Plans and Details to Include in Each

The business plan you decide to create will depend with the purpose and the stage your business is at. Let’s discuss the different plan types, details, and when to use them:

1. The Standard (Traditional) Business Plan

The traditional (standard) business plan is a detailed document that covers all business aspects. The plan must be broken down for potential investors and partners to comprehend. It's the most popular plan you'll come across and is detailed in 10 sections, which must be abbreviated:

• Executive summary
• Description of products and services
• Market analysis
• Competitive analysis
• Marketing and sales plan
• Business operations
• Key milestones and metrics
• Organisation and management team
• Financial plan

A traditional business plan is suitable for anyone approaching specific business planning events , like presenting it to a bank or an investor. It can also be used when you need more details on a particular business area.

2. One-Pager Business Plan

The one-pager plan is a simplified version of a traditional business plan. Its structure resembles a standard plan, but creating a one-pager is easy and can be used to pitch to investors. Here's the organisation on a one-pager:

• Value proposition
• Market need
• Your solution
• Competition
• Target market
• Sales and marketing
• Budget and sales goals
• Team Summary
• Key partners

A one-pager covers crucial details like a traditional plan but in a more manageable format. If you're exploring a new business idea or upgrading your strategy, use a one-pager plan, as you can review and make changes quickly. However, presenting this plan to lending firms when borrowing money will not make sense. Lenders need to see detailed and accurate assessments of potential risks.

3. Startup Business Plan

A startup business plan helps secure funding for a new business from external parties. Typically, there's a big focus on the financials and other sections that help determine the viability of your business idea—market analysis, for example. Here are the details to include in a startup business plan:

• Company description
• Market research: In-depth
• Products and services
• Marketing Plan
• Financials: in-depth

4. Internal Business Plan

Your internal business plan keeps your team informed and on the same page to ensure they stay aligned and focused to achieve the same goal.

• Logistics and operations plan

5. Feasibility Business Plan

The feasibility business plan is like a pre-business plan and is commonly referred to as a feasibility study . It lays down the groundwork that validates the effort of making a complete business plan. It's centred on research and provides the following information:

• Logistics and operations

6. Nonprofit Business Plan

A nonprofit business plan is distinct from a traditional plan as it covers the sections of a feasibility statement to build a sustainable business. However, there are details in a nonprofit plan that detail funding and awareness accounting for:

• Fundraising sources and related activities
• Alliances and partnerships
• Promotion and outreach policies

At this stage, you also provide information about your team (if any), set goals and track performance to run a healthy organisation that complies with all regulations. Remember, you're chasing profits and trying to fulfil a mission.

However, an organisation must be financially stable to provide services to its community. If your business plan shows that it's a well-organised nonprofit organisation, attracting donors and convincing investors to fund it is feasible.

Frequently Asked Questions

Is a business plan mandatory for all businesses.

A business plan is an essential document for all companies, regardless of what they do or their size. The document provides an overview of the company's operations by organising, putting goals in perspective, and business strategies. You can also measure progress using a business plan, anticipate obstacles, and identify business opportunities.

What are the three main areas a business plan must cover?

A business plan must cover three main areas: concept (the main business idea), content (the product or service you're selling), and cash flow (discussing funding, how the business will make money, and the money you expect to make).

Is there a specific business plan for each business?

The type of plan each business creates depends on the business stage and the plan's purpose; pitching investors or taking out a loan. Any business format should help outline your business strategy, model, timeline, and operation tactics.

A good business plan is like a roadmap to follow when launching a business and the path to achieve all set goals . The document creates accountability for entrepreneurs and team collaboration, regardless of the business model.

Creating a business plan is an intentional process to kickstart your business and set yourself up for success .  Potential Investors get to understand more about a business from a business plan and the main activities the company is involved in. It should always start with a summary plan and end with the financial details or relevant information.  Do you have any questions about business plan examples You Need to Know? Kindly contact one of our experts here for help today.

Use This Simple Business Plan Outline to Organize Your Plan

12 min. read

Updated April 10, 2024

When starting a business, having a well-thought-out business plan prepared is necessary for success . It helps guide your strategy and prepares you to overcome the obstacles and risks associated with entrepreneurship. In short, a business plan makes you more likely to succeed.

However, like everything in business, starting is often the hardest part. What information do you need? How in-depth should each section be? How should the plan be structured?

All good questions that you can answer by following this business plan outline. 

• What is a business plan outline?

A business plan outline is similar to most business plan templates . It lists the common sections that all business plans should include.

A traditional business plan typically includes an executive summary, an overview of your products and services, thorough market research, a competitive analysis, a marketing and sales strategy, operational and company details, financial projections, and an appendix. 

• Why is a business plan outline important?

Starting with a business plan outline helps ensure that you’re including all of the necessary information for a complete business plan. 

But, depending on what you intend to do with your plan, you may not need all of this information right away. If you’re going to speak with investors or pursue funding, then yes, you’ll need to include everything from this outline.

But, if you’re using your plan to test an idea or help run your business, you may want to opt for a one-page plan . This is a simpler and faster method that is designed to be updated and used day-to-day. 

If you’re unsure of which plan is right for you, check out our guide explaining the differences and use cases for each plan type . 

• 10 key sections in a standard business plan outline

No matter the type of business plan you create, these are the ten basic sections you should include. Be sure to download your free business plan template to start drafting your own plan as you work through this outline.

1. Executive summary

While it may appear first, it’s best to write your executive summary last. It’s a brief section that highlights the high-level points you’ve made elsewhere in your business plan.

Summarize the problem you are solving for customers, your solution, the target market, your team that’s building the business, and financial forecast highlights. Keep things as brief as possible and entice your audience to learn more about your company. 

Keep in mind, this is the first impression your plan and business will make. After looking over your executive summary, your reader is either going to throw your business plan away or keep reading. So make sure you spend the time to get it just right.

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2. Products and services

Start the products and services section of your business plan by describing the problem you are solving for your customer. Next, describe how you solve that problem with your product or service. 

If you’ve already made some headway selling your solution, detail that progress here—this is called “traction”. You can also describe any intellectual property or patents that you have if that’s an important part of your business.

3. Market analysis 

You need to know your target market —the types of customers you are looking for—and how it’s changing.

Use the market analysis section of your business plan to discuss the size of your market—how many potential customers exist for your business—and if your potential customers can be segmented into different groups, such as age groups or some other demographic.

4. Competition

Describe your competition in this section. If you don’t have any direct competitors, describe what your customers currently do to solve the problem that your product fixes. 

If you have direct competition, detail what your strengths and weaknesses are in comparison, and how you’ll differentiate from what is already available. 

5. Marketing and sales

Use this business plan section to outline your marketing and sales plan —how you’ll reach your target customers and what the process will be for selling to them.

You’ll want to cover your market position, marketing activities, sales channels, and your pricing strategy. This will likely evolve over time, but it’s best to include anything that clearly details how you will sell and promote your products and services. 

6. Operations

What’s included in the operations section really depends on the type of business you are planning for. If your business has a physical location or other facilities, you’ll want to describe them here. If your business relies heavily on technology or specific equipment or tools, you should describe that technology or equipment here.

You can also use this section to describe your supply chain if that’s an important aspect of your business. 

7. Milestones and metrics

In a business, milestones are important goals that you are setting for your business. They may be important launch dates, or a timeline of when you’ll get regulatory approval—if that’s something you need for your business. Use this section of your plan to describe those milestones and the roadmap you are planning to follow.

You can also describe important metrics for your business, such as the number of sales leads you expect to get each month or the percentage of leads that will become customers.

8. Company overview and team

The company and team section of your plan is an overview of who you are.

It should describe the organization of your business, and the key members of the management team. It should also provide any historical background about your business. For example, you’ll describe when your company was founded, who the owners are, what state your company is registered in and where you do business, and when/if your company was incorporated.

Be sure to include summaries of your key team members’ backgrounds and experience—these should act like brief resumes—and describe their functions with the company. You should also include any professional gaps you intend to fill with new employees.

9. Financial plan and forecasts

Your financial plan should include a sales forecast, profit and loss, cash flow projections, and balance sheet, along with a brief description of the assumptions you’re making with your projections.

If you are raising money or taking out loans, you should highlight the money you need to launch the business. This part should also include a use of funds report—basically an overview of how the funding will be used in business operations. 

And while it’s not required, it may be wise to briefly mention your exit strategy . This doesn’t need to be overly detailed, just a general idea of how you may eventually want to exit your business. 

10. Appendix

The end of your business plan should include any additional information to back up specific elements of your plan. More detailed financial statements, resumes for your management team, patent documentation, credit histories, marketing examples, etc. 

• Detailed business plan outline

If you’re looking for greater insight into what goes into specific planning sections, check out the following outline for a business plan. It can help you develop a detailed business plan or provide guidance as to what may be missing from your current plan. 

Keep in mind that every business plan will look a bit different because every business is unique. After all, business planning is to help you be more successful, so focus on the sections that are most beneficial to your business and skip the sections that aren’t useful or don’t apply. 

To help, we’ve marked sections that are truly optional with an *.

Executive summary

Company purpose / mission statement.

A very brief description of what your business does and/or what its mission is.

Problem We Solve

A summary of the problem you are solving and an identifiable need in the market you are filling.

Our Solution

A description of the product or service you will provide to solve the problem.

Target Market

A defined customer base who will most likely purchase the product or service.

Briefly describe who is behind the business.

Financial Summary

A short overview of revenue goals and profitability timeline.

If you’ve already started selling your product or service, highlight important initial details here.

Funding Needed*

If you are raising money for your business, describe how much capital you need.

Products & Services

Problem worth solving.

A thorough description of the problem or pain points you intend to solve for your customer base. 

A thorough description of your proposed product or service that alleviates the problem for your customer base.

Describe any initial evidence that your customers are excited to spend money on your solution. Initial sales or signed contracts are good signs.

Intellectual Property/Patents*

If this is important for your business, outline it here.

Regulatory Requirements*

If government approval is required for your business, explain the details and timeline.

Future Products and Services*

What products and services might you offer in the future once your initial products and services are successful?

Market Size & Segments

How many potential customers do you have and what potential groups of customers are separated by specific characteristics?

Market Trends*

How consumers in your target market tend to act including purchasing habits, financial trends, and any other relevant factors.

Market Growth*

The perceived potential increase or decrease in the size of your target market.

Industry Analysis*

If your industry is changing or adjusting over time, describe those changes.

Key Customers*

If your business relies on certain important customers, describe who they are here.

Future Markets*

A snapshot of the potential market based on the last few sections and how your business strategy works within it.

Competition 

Current alternatives.

A list of potential competitors. Identifying the competition isn’t always obvious and it may take some digging on your part.

Our Advantages

The strategic advantage(s) that makes your target market more likely to choose you over the competition. 

Barriers to Entry*

If there’s anything that makes it more difficult for other people to start competing with you, describe those barriers.

Marketing & Sales

Market positioning.

Where do your products or services fit into the market? Are you the low-price leader or the premium option?

Unique value proposition*

What’s special about your offering that makes your customers want to choose it over the competition.

Marketing Plan

An outline of your marketing and advertising strategy including costs, advertising channels, and goals.

How do you sell your product or service? Self-serve or with a team of sales representatives?

Pricing Strategy*

Describe your pricing and how it compares to alternatives in the market.

Distribution*

Describe how your product gets in front of customers. Are you selling in stores and online? Which retailers?

SWOT Analysis*

Strengths, weaknesses, opportunities, and threats.

Location & Facilities

If you have a physical presence, describe where and what it is.

What technology is crucial for your business success?

Equipment & Tools

If special equipment or tools are needed for your business, describe them here.

Sourcing and fulfillment*

If you purchase your products or parts for your products from somewhere else, describe that sourcing and supply chain.

Partners and Resources*

If you have key partners that you work with to make your business a success, describe who they are and what services or products they provide.

Milestones and metrics

A detailed roadmap of specific goals and objectives you plan to achieve will help you manage and steer your business.

Key metrics

Performance measurements that help you gauge the overall performance and health of your business.

Company overview and team

Organizational structure.

An overview of the legal structure of your business. 

Company history and ownership

A summary of your company’s history and how it relates to planning your business.

Management team

The team that is starting or running your business and why they are uniquely qualified to make the business a success.

Management team gaps

Key positions that your business will need to fill to make it successful.

Financial plan and forecast

Projected profit and loss.

How much money you will bring in by selling products and/or services and how much profit you will make or lose after accounting for costs and expenses.

Projected cash flow

How and when cash moves in and out of your business. This also includes your overall cash position.

Projected balance sheet

Expected balances for business assets, liabilities, and equity.

Use of funds

If you are raising money either through loans or investment, explain how funds will be used. This is typically meant to be shared with investors or lenders.

Exit strategy

A brief explanation of how you intend to eventually exit from your business. This could include selling the business, going public, transitioning the business to a family member/employee, etc.

A repository for any additional information, including charts and graphs, to support your business plan.

Business plan outline FAQ

How do you organize your business plan?

There’s no real established order to business plans, aside from keeping the Executive Summary at the top. As long as you have all of the main business plan components, then the order should reflect your goals. 

If this is meant solely for your personal use, lay it out as a roadmap with similar sections grouped together for easy reference. If you’re pitching this to potential investors, lead with the stronger sections to emphasize the pitch. Then if you’re unsure of what order makes sense, then just stick to the outline in this article.

Should you include tables and charts in your business plan?

Every business plan should include bar charts and pie charts to illustrate the numbers. It’s a simple way for you, your team, and investors to visualize and digest complex financial information.

Cash flow is the single most important numerical analysis in a business plan, and a standard cash flow statement or table should never be missing. Most standard business plans also include a sales forecast and income statement (also called profit and loss), and a balance sheet.

How long should your business plan be?

There’s no perfect length for a business plan. A traditional business plan can be anywhere from 10 to 50 pages long depending on how much detail you include in each section. However, as we said before unless you intend to pursue funding, you likely don’t need a lengthy business plan at first.

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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