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How to write a strong small business mission statement

By Samantha Garner | May 3, 2014

A clear and strong mission statement is a vital part of a small business’ strategic plan. A mission statement is a simple answer to the question: What is the purpose of my business?

Sounds simple, but you’d be surprised how many business owners can’t concisely explain what they’re in business to do. What do you do? What are you trying to change? Who are you trying to help, and why? In essence, you should describe only your core business activities.

For example, if you’re a Pilates instructor, then state that your core business is to provide Pilates instruction for a particular industry, or type of customer. You shouldn’t state that you offer yoga classes if your core business activities relate to Pilates only.

Want some inspiration? Here are some examples of strong mission statements from well-known companies:

Ben & Jerry’s Ice Cream
“To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment.”

Tim Hortons
“Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships.”

VIA Rail
“To offer a safe, attractive and stress-free travel experience, while consistently providing the best value for money.”

Mission statements focus on the here and now, not the future.

So take some time to really nail down what it is you do, and why. Keep it concise, and focus on your core business activities. Happy writing!

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