Mission: Success Summing up your mission focuses you on the steps to success. Here's how to create a mission statement for your biz.

A mission statement is a key tool that can be as important asyour business plan. It captures, in a few succinct sentences, theessence of your business's goals and the philosophiesunderlying them. Equally important, the mission statement signalswhat your business is all about to your customers, employees,suppliers and the community.

The mission statement reflects every facet of your business: therange and nature of the products you offer, pricing, quality,service, marketplace position, growth potential, use of technology,and your relationships with your customers, employees, suppliers,competitors and the community.

"Mission statement help clarify what business you are in,your goals and your objectives," says Rhonda Abrams, author ofThe Successful Business Plan: Secrets and Strategies.

Your mission statement should reflect your business' specialniche. However, studying other companies' statements can fuelyour creativity. One sample mission statement Abrams developed:

"AAA Inc. is a spunky, imaginative food products andservice company aimed at offering high-quality, moderately priced,occasionally unusual foods using only natural ingredients. We viewourselves as partners with our customers, our employees, ourcommunity and our environment. We aim to become a regionallyrecognized brand name, capitalizing on the sustained interest inSouthwestern and Mexican food. Our goal is moderate growth, annualprofitability and maintaining our sense of humor."

Or consider the statement one entrepreneur developed for herconsulting business: "ABC Enterprises is a company devoted todeveloping human potential. Our mission is to help people createinnovative solutions and make informed choices to improve theirlives. We motivate and encourage others to achieve their ownpersonal and professional fulfillment. Our motto is: Together, webelieve that the best in each of us enriches all of us."

The Write Words
To come up with a statement that encompasses the major elements ofyour business, start with the right questions. Business planconsultant David Tucker says the most important question is, Whatbusiness are you in? Since you have already gone through teh stepsof creating your niche, answering this question should be easy foryou.

Answering the following questions will help you to create averbal picture of your business's mission:

• Why are you in business? What do you want for yourself,your family and your customers? Think about the spark that ignitedyour decision to start a business. What will keep it burning?
• Who are your customers? What can you do for them thatwill enrich their lives and contribute to their success--now and inthe future?
• What image of your business do you want to convey?Customers, suppliers, employees and the public will all haveperceptions of your company. How will you create the desiredpicture?
• What is the nature of your products and services? Whatfactors determine pricing and quality? Consider how these relate tothe reasons for your business's existence. How will all thischange over time?
• What level of service do you provide? Most companiesbelieve they offer "the best service available," but doyour customers agree? Don't be vague; define what makes yourservice so extraordinary.
• What roles do you and your employees play? Wise captainsdevelop a leadership style that organizes, challenges andrecognizes employees.
• What kind of relationships will you maintain withsuppliers? Every business is in partnership with its suppliers.When you succeed, so do they.
• How do you differ from your competitors? Manyentrepreneurs forget they are pursuing the same dollars as theircompetitors. What do you do better, cheaper or faster than othercompetitors? How can you use competitors' weaknesses to youradvantage?
• How will you use technology, capital, processes, productsand services to reach your goals? A description of yourstrategy will keep your energies focused on your goals.
• What underlying philosophies or values guided your responsesto the previous questions? Some businesses choose to list theseseparately. Writing them down clarifies the "why" behindyour mission.

Putting It All Together
Like anything with lasting value, crafting a mission statementrequires time, thought and planning. However, the effort is wellworth it. In fact, most start-up entrepreneurs discover that theprocess of crafting the mission statement is as beneficial as thefinal statement itself. Going through the process will help yousolidify the reason for what you are doing and clarify themotivations behind your business.

Here are some tips to make your mission statement the best itcan be:

• Involve those connected to your business. Even if youare a sole proprietor, it helps to get at least one otherperson's ideas for your mission statement. Other people canhelp you see strengths, weaknesses and voids you might miss. if youhave no partners or investors to include, consider knowledgeablefamily members and close friends, employees or accountants. Besure, however, to pick only positive, supportive people who trulywant to see you succeed.
• Set aside several hours--a full day, if possible--to work onyour statement. Mission statements are short--typically morethan one sentence but rarely exceeding a page. Still, writing oneis not a short process. It takes time to come up with language thatsimultaneously describes an organization's heart and soul andserves as an inspirational beacon to everyone involved in thebusiness.
• Plan a date. Set aside time to meet with the peoplewho'll be helping you. Write a list of topics to discuss orthink about. Find a quiet, comfortable place away from phones andinterruptions.
• Be prepared. If you have several people involved, beequipped with refreshments, extra lists of topics, paper andpencils. Because not everyone understand what a mission statementis about, explain its meaning and purpose before you begin.
• Brainstorm. Consider every idea, no matter how silly itsounds. Stimulate ideas by looking at sample mission statements andthinking about or discussing the questions in teh previous section.If you're working with a group, use a flip chart to recordresponses so everyone can see them. Once you've finishedbrainstorming, ask everyone to write individual mission statementsfor your business. Read the statement, select the best bits andpieces, and fit them together.
• Use "radiant words." Once you have the basicidea in writing, polish the language of your mission statement."Every word counts," says Abrams. The statement shouldcreate dynamic, visual images and inspire action. Use offbeat,colorful verbs and adjectives to spice up your statements.Don't hesitate to drop in words like "kaleidoscope,""sizzle," "cheer," "outrageous" and"marvel" to add zest. If you want customers to boastabout your goods and services, say so--along with the reasons why.Some businesses include a glossary that defines the terms used inthe statement.

Once your mission statement is complete, start spreading theword! You need to convey your mission statement to others insideand outside the business to tell everyone you know where you aregoing and why. Post it in your office, where you, employees andvisitors can see it every day. Print it on company materials, suchas brochures and your business plan or even on the back of yourbusiness cards.