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Your mission statement proclaims your operating principles. It is a statement about your business and your goals.

The mission statement should reflect your personal objectives and the impact your business will have in the marketplace. It should be concise and readily understood by your market, your advertisers, your staff, and your friends and family.

Case study

Anytown is a medium-sized city of 300,000. It is an industrial base as well as the head office of several national companies. There is a university with a well-known medical school and six hospitals. The Cleaning Company Inc., located in Anytown, has the following mission statement and goals:

Mission statement: The Cleaning Company Inc. will offer the best home-care cleaning service in the area.

The Cleaning Company Inc. will offer quality cleaning services performed by well-trained, bonded workers to the residents of Anytown, Anywhere, at competitive prices, and will generate sales of $100,000 per annum, with a 40 percent net profit return.

Our customers are the estimated 5,000 homeowners in the area who have the disposable income and the need for a cleaning service.

We provide top-notch general cleaning services for our clients. Our goal is to make a profit and provide employment in the Anytown community. The Cleaning Company Inc. will employ ten cleaners on both a full-time and a part-time basis.

The Cleaning Company Inc. team is made up of both professionals and skilled employees. President and founder Pat Jones is a cleaning professional with 15 years of experience as both an independent cleaner and a contract worker. On the advisory board are Jane Legal, a practicing lawyer with ten years of experience in business and corporate law, and June Counter, a qualified accountant with ten years of experience as a consultant to small business.

Once you know the potential for your market, set goals for your company. Write down your goals for your company and your mission statement.

Figuring out how to reach those goals is the next step. You’ll need to know the following:

(a) Prices to be charged

(b) Range of services offered (i.e., from light housekeeping to heavy housecleaning)

(c) Location

(d) Style and “look” of company

(e) Type of clientele and how to attract them

(f) Training required

(g) Wages

(h) Expected sales level

(i) Anticipated growth and its effects

(j) Future planning to ensure that goals and objectives are met

Write down your goals and expectations.