Small Business Marketing - Making Use of a Mission Statement

Many entrepreneurs think they do not need a mission statement since their business is small. They mistakenly believe that a mission statement is something created by Fortune 500 companies to hang on the wall in the CEO's office.

But a mission statement is especially important for a small business. A mission statement is a brief description of your business's purpose and overall goal. In a nutshell, your mission statement tells the world why your business exists and what needs your business fills.

Your mission statement will help your business from running adrift. It ensures that you and any team members you may have are all on the same page, each and every day. It also serves as your basis for creating your business plan, choosing your growth strategies and selecting your marketing tactics.

With a well-defined mission statement, you will have a foundation for making business growth decisions and implementing those decisions, knowing you're moving your business in the right direction. It will help you establish priorities and define goals. Your mission statement will provide the critical focus that most entrepreneurs desperately need.

A well-defined mission statement will keep you from spreading yourself too thin. As entrepreneurs, we're constantly coming up with new ideas and inspiration. However, not all of our ideas are the perfect fit for our business. But once your mission statement is created, you'll have a barometer to measure each new idea by. You'll know that every new project you take on is one that is propelling your business forward.

Write Your Own Mission Statement

When putting together your own mission statement, here are a few guidelines to consider:

• Your mission statement should clarify why your business exists and what you are attempting to accomplish.
• Your mission statement should be clear and concise and easily understood rather than vague or imprecise.
• Your mission statement should incorporate your business's strength, competitive advantage and unique selling proposition.
• Your mission statement should describe your approach to differentiate your business and explain your definition of success.

Test Your Own Mission Statement

An effective mission statement will be:
• Short and strictly focused; ask yourself if your mission statement is a good definition of what you do, why you do it, and what you'd like to be remembered for.
• Clear and concise and easy to get behind; ask yourself if all of your team members can easily understand and clearly articulate your mission statement.
• A guidemap for moving your business in the right direction; ask yourself if your mission statement provides direction for setting priorities and keeping yourself and your business focused on your primary priorities.
• Inspirational; ask yourself if your mission statement stirs your passion and deepens your commitment to your business goals and activities.
• Timely; ask yourself if your mission statement has been updated within the past three years and if it addresses your current objectives and targets.

Your mission statement spells out how your business will achieve your overall vision. It takes patience and commitment to come up with an effective mission statement, but the effort will pay off many times over.

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