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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
Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
Go Back to Introduction and Table of Content

How to Write a Vision Statement for Business Plan

Mission and Vision Statement Templates

July 30, 2023

how to write a vision statement for business plan

There is a famous quote by Simon Sinek “ People don’t buy what you do, people buy why you do it. ” This quote forces you to think deeply about the core purpose of your business.

Moreover, crafting a compelling vision statement helps you find and communicate this purpose.

By clearly stating why your business exists or what it aims to achieve in the future, you can create a shared vision for your customers and employees.

So ready to learn to write a vision statement for your business? Let’s get started.

What is a vision statement?

A vision statement is a clear, concise description of what an organization aims to achieve in the long term. It captures the essence of the organization’s future goals and serves as a guide for its growth and decision-making.

The statement focuses on the future and inspires and directs employees and stakeholders. It also highlights the desired impact the organization seeks to make in the world.

Why is a vision statement important?

Companies often combine their mission and vision statements into one. While as common as it is, it’s not advisable.

Because, a clear vision statement keeps a company focused and aligned, connecting everyone—investors and employees toward a common goal.

It helps in boosting employee engagement, making them more focused and productive. Vision statements also help you make strategic decisions, supporting the business to stay on track.

A good vision statement also outlines the business’s future goals, encouraging innovation and creativity as employees search for new ways to achieve them.

How to write a vision statement for your business plan?

A strong vision statement outlines your long-term goals, providing a clear direction for the future. Let’s see how to draft it:

1. Understand the purpose

The first step in crafting your vision statement is to understand the core purpose of the business. It involves diving into the mission of your business—thinking about the problem you solve, the need you fulfill, and the value you bring.

You can even merge the perspectives of the whole team, as Alfred Christ, a Digital Marketer, did for Robotime , to get the actual essence of the business.

“We engaged individuals from various departments to get an all-rounded outlook on what we stand for and where we want to go. Through this collaborative approach, we were able to capture the essence of our brand in such a way that everyone in the company could relate to it and strive towards,” says Alfred.

Knowing the core purpose of your business will help bring authenticity to the vision statement.

2. Start with the list of keywords

Next up, form a cloud of keywords that can reflect your business as well as trigger some emotion in your audience. Ultimately, you want to create sentences using those keywords to make an impact while promoting your business, its idea and purpose. And yes, you should also include your target audience.

For instance, we talked to Abhi Madan, Creative Director of Amarra , a high-end evening-wear fashion brand, discussing how they used this strategy for their vision statement, and he said,

“We made sure that our vision statement wasn’t just about what we do (creating enchanting attire), but also about how we make our customers feel (empowered, confident, and graceful).”

Besides that, keywords guide brainstorming sessions, providing a starting point for discussions and helping to generate ideas.

3. Answer the basic business questions

You can use Heilmeier Catechism to write a vision statement. It’s a set of questions that helps one consider and assess proposed research programs, determining if they’re worth the risk.

Let’s see how the questions can help:

What are you trying to do? Articulate your objectives using absolutely no jargon.
How is it done today, and what are the limits of current practice? Identify the current trends of the industry and the barriers your business will overcome.
What is new in your approach and why do you think it will be successful? Highlight the unique aspects of your business that might help you understand its core value.
Who cares? If you’re successful, what difference will it make? Determine the stakeholders and target audience who will benefit from the organization’s vision.
How long will it take? Provide a timeframe for achieving the vision, ensuring it’s aspirational yet attainable.

Remarkably, by using these questions, you can craft a vision statement that clearly defines the organization’s long-term goals, unique approach, and potential impact while addressing challenges and the timeframe for success. Told you, it’ll help!

4. Envision the future

Imagine your company after five or ten years—capture that dream for your business and the success you envision in the vision statement.

It should inspire employees and stakeholders to work towards the common goal. It also differentiates your brand from other competitors.

For example, Microsoft’s vision statement is “To help people and businesses worldwide realize their full potential.” This vision statement is future-focused as it emphasizes the long-term goal of empowering individuals and organizations globally.

5. Write your vision first in long-form

Now, you’ve got keywords and the future goal for your business. It’s time for you to write the long form of your vision statement.

Writing your vision first in long-form helps you clearly outline your organization’s future goals and aspirations. This detailed approach allows you to capture all the essential details and the impact you want to make.

By starting with the long-form description, you ensure nothing important is missed when you later shorten it into a concise vision statement.

6. Make it short & evaluate

Once you have an extended version of your vision statement, take a few days and revisit it with a fresh perspective.

Evaluate the lengthy vision statement first. See if it makes sense or is ambitious enough. Then, identify the key points or ideas that sum up your business’s essence.

Done? Now, it’s time to review and shorten. Remove any redundancies or non-essential information to maintain clarity. Ensure that the shortened vision reflects your core values and aligns with your long-term aspirations.

Generally, the vision statement is one to two sentences long. So, keep the length in mind.

7. Review and revise

Once you’ve written your vision statement, reviewing and revising it to ensure its effectiveness is crucial.

Start by gathering employee, stakeholder, and customer feedback to get diverse perspectives. Assess the impact of the statement—consider whether it’s inspiring and motivating for your team and stakeholders.

Revise the statement based on feedback and assessments, and repeat the review process until it resonates well. Regular reviews help ensure the vision statement remains aligned with the organization’s mission and strategy.

What makes a good vision statement?

A good vision statement possesses several essential qualities that ensure it’s effective. Some of the qualities are:

Characteristics of a Good Vision Statement

Clarity & future-focused

It should be clear and easy to understand, avoiding jargon or complex language. Also, it should paint a picture of what the organization aspires to achieve in the long term, providing a clear direction.

Inspirational

A vision statement should inspire employees, stakeholders, and customers. A good vision statement should evoke a sense of purpose and drive people to work towards a common goal.

A great vision statement conveys a sense of passion for the future the company is working for. While it should challenge the organization, it must also be attainable to maintain credibility and drive progress.

Don’t try to cram every service or every detail of your business into your vision statement. Even in conversation with Mark Pierce—Founder and CEO of Wyoming Trust & LLC Attorney , he mentioned facing the same problem. He says:

“I faced the challenge of summarizing our multiple services and finally framed vision as: ‘To provide affordable, high-quality legal services that safeguard family assets and legacy,’ by focusing on the core issues our clients care about.”

The statement should highlight what makes the organization special and different from competitors. A good vision statement should reflect the unique aspects of the business’s identity.

Vision statement examples of popular brands

A well-written vision statement showcases the future goals of your business. Here are some examples of well-crafted vision statements by famous companies:

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

This vision statement emphasizes leadership in the industry through sustainable energy solutions.

“To provide access to the world’s information in one click.”

The clearly articulated statement focuses on making information easily accessible and universally useful.

“To make the best products on earth and to leave the world better than we found it.”

It combines a commitment to quality with environmental responsibility.

4. Coca-Cola

“To craft the brands and choice of drinks that people love, to refresh them in body & spirit.”

This vision statement is as refreshing as the drink! It focuses on creating beloved brands and refreshing beverages that uplift people.

“If it is smart and connected, it is best with Intel.”

Very smart way of Intel telling us that it’s the leader in technology solutions—today and tomorrow.

6. LinkedIn

“To create economic opportunity for every member of the global workforce.”

This vision statement aims to provide career opportunities and professional growth for everyone.

“Inspire the world, create the future.”

This statement focuses on innovation and inspires progress through technology.

“To be the world’s leading provider of premium products and premium services for individual mobility.”

BMW’s vision statement emphasizes leadership in the luxury automotive market with top-tier products and services.

“Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.”

It emphasizes Sony’s commitment to innovation and excellence in technology and entertainment, delivering unique experiences.

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

This vision focuses on improving everyday living by offering affordable and well-designed home furnishings.

In summary, a vision statement paints a picture of your company’s future and aligns it with your core values. We hope this guide has helped you write your vision statement!

However, after crafting your vision statement, incorporating it into a comprehensive business plan is also crucial for your business.

Upmetrics can help make creating your business plan easier. With it, you can streamline the planning process and develop a well-structured plan that supports your vision.

So why wait? Try Upmetrics today.

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with step-by-step Guidance & AI Assistance.

Frequently Asked Questions

How long should a vision statement be.

A vision statement should be brief, ideally one to two sentences long. It should be concise enough to be memorable and easily communicated, while effectively capturing the essence of the organization’s long-term goals and aspirations.

Can a vision statement change over time?

Yes, a vision statement can change over time. As the business adapts and evolves there are new opportunities and market conditions. Updating the vision statement when necessary ensures it’s relevant to the current situation.

Who should be involved in writing a vision statement?

The board members, employees, team leaders, stakeholders, marketing team, and even external advisors (if any) should be involved in writing a vision statement. This coordinated method ensures the vision reflects the entire organization’s perception.

How do you ensure a vision statement aligns with company values?

To ensure a vision statement matches the company values, involve key people in creating it, clearly define the core values, and craft a vision that shows a future where these values are evident. Regularly review and communicate the vision to ensure it’s part of the company’s culture and decisions.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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