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How to Write a Business Plan, Step by Step

Rosalie Murphy

Many or all of the products featured here are from our partners who compensate us. This influences which products we write about and where and how the product appears on a page. However, this does not influence our evaluations. Our opinions are our own. Here is a list of our partners and here's how we make money .

What is a business plan?

1. write an executive summary, 2. describe your company, 3. state your business goals, 4. describe your products and services, 5. do your market research, 6. outline your marketing and sales plan, 7. perform a business financial analysis, 8. make financial projections, 9. summarize how your company operates, 10. add any additional information to an appendix, business plan tips and resources.

A business plan outlines your business’s financial goals and explains how you’ll achieve them over the next three to five years. Here’s a step-by-step guide to writing a business plan that will offer a strong, detailed road map for your business.

Bizee

A business plan is a document that explains what your business does, how it makes money and who its customers are. Internally, writing a business plan should help you clarify your vision and organize your operations. Externally, you can share it with potential lenders and investors to show them you’re on the right track.

Business plans are living documents; it’s OK for them to change over time. Startups may update their business plans often as they figure out who their customers are and what products and services fit them best. Mature companies might only revisit their business plan every few years. Regardless of your business’s age, brush up this document before you apply for a business loan .

» Need help writing? Learn about the best business plan software .

This is your elevator pitch. It should include a mission statement, a brief description of the products or services your business offers and a broad summary of your financial growth plans.

Though the executive summary is the first thing your investors will read, it can be easier to write it last. That way, you can highlight information you’ve identified while writing other sections that go into more detail.

» MORE: How to write an executive summary in 6 steps

Next up is your company description. This should contain basic information like:

Your business’s registered name.

Address of your business location .

Names of key people in the business. Make sure to highlight unique skills or technical expertise among members of your team.

Your company description should also define your business structure — such as a sole proprietorship, partnership or corporation — and include the percent ownership that each owner has and the extent of each owner’s involvement in the company.

Lastly, write a little about the history of your company and the nature of your business now. This prepares the reader to learn about your goals in the next section.

» MORE: How to write a company overview for a business plan

company business plan statement

The third part of a business plan is an objective statement. This section spells out what you’d like to accomplish, both in the near term and over the coming years.

If you’re looking for a business loan or outside investment, you can use this section to explain how the financing will help your business grow and how you plan to achieve those growth targets. The key is to provide a clear explanation of the opportunity your business presents to the lender.

For example, if your business is launching a second product line, you might explain how the loan will help your company launch that new product and how much you think sales will increase over the next three years as a result.

» MORE: How to write a successful business plan for a loan

In this section, go into detail about the products or services you offer or plan to offer.

You should include the following:

An explanation of how your product or service works.

The pricing model for your product or service.

The typical customers you serve.

Your supply chain and order fulfillment strategy.

You can also discuss current or pending trademarks and patents associated with your product or service.

Lenders and investors will want to know what sets your product apart from your competition. In your market analysis section , explain who your competitors are. Discuss what they do well, and point out what you can do better. If you’re serving a different or underserved market, explain that.

Here, you can address how you plan to persuade customers to buy your products or services, or how you will develop customer loyalty that will lead to repeat business.

Include details about your sales and distribution strategies, including the costs involved in selling each product .

» MORE: R e a d our complete guide to small business marketing

If you’re a startup, you may not have much information on your business financials yet. However, if you’re an existing business, you’ll want to include income or profit-and-loss statements, a balance sheet that lists your assets and debts, and a cash flow statement that shows how cash comes into and goes out of the company.

Accounting software may be able to generate these reports for you. It may also help you calculate metrics such as:

Net profit margin: the percentage of revenue you keep as net income.

Current ratio: the measurement of your liquidity and ability to repay debts.

Accounts receivable turnover ratio: a measurement of how frequently you collect on receivables per year.

This is a great place to include charts and graphs that make it easy for those reading your plan to understand the financial health of your business.

This is a critical part of your business plan if you’re seeking financing or investors. It outlines how your business will generate enough profit to repay the loan or how you will earn a decent return for investors.

Here, you’ll provide your business’s monthly or quarterly sales, expenses and profit estimates over at least a three-year period — with the future numbers assuming you’ve obtained a new loan.

Accuracy is key, so carefully analyze your past financial statements before giving projections. Your goals may be aggressive, but they should also be realistic.

NerdWallet’s picks for setting up your business finances:

The best business checking accounts .

The best business credit cards .

The best accounting software .

Before the end of your business plan, summarize how your business is structured and outline each team’s responsibilities. This will help your readers understand who performs each of the functions you’ve described above — making and selling your products or services — and how much each of those functions cost.

If any of your employees have exceptional skills, you may want to include their resumes to help explain the competitive advantage they give you.

Finally, attach any supporting information or additional materials that you couldn’t fit in elsewhere. That might include:

Licenses and permits.

Equipment leases.

Bank statements.

Details of your personal and business credit history, if you’re seeking financing.

If the appendix is long, you may want to consider adding a table of contents at the beginning of this section.

How much do you need?

with Fundera by NerdWallet

We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

Here are some tips to write a detailed, convincing business plan:

Avoid over-optimism: If you’re applying for a business bank loan or professional investment, someone will be reading your business plan closely. Providing unreasonable sales estimates can hurt your chances of approval.

Proofread: Spelling, punctuation and grammatical errors can jump off the page and turn off lenders and prospective investors. If writing and editing aren't your strong suit, you may want to hire a professional business plan writer, copy editor or proofreader.

Use free resources: SCORE is a nonprofit association that offers a large network of volunteer business mentors and experts who can help you write or edit your business plan. The U.S. Small Business Administration’s Small Business Development Centers , which provide free business consulting and help with business plan development, can also be a resource.

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How To Write the Company Summary in a Business Plan

Company Overviews Show How the Pieces of a Business Work

company business plan statement

What To Include in Your Company Summary

Getting started on your company summary, examples of a company summary, tips for writing a company summary, frequently asked questions (faqs).

Image by Theresa Chiechi © The Balance 2019

The company summary in a business plan —also known as the company description or overview—is a high-level look at what you are as a company and how all the elements of the business fit together.

An effective company summary should give readers, such as potential investors, a quick and easy way to understand your business, its products and services, its mission and goals, how it meets the needs of its target market, and how it stands out from competitors.

Before you begin writing your company summary, remember to stick to the big picture. Other sections of your business plan will provide the specific details of your business. The summary synthesizes all of that information into one page.

Key Takeaways

  • The company summary in a business plan provides an overview containing a description of your company at a high level.
  • A company summary might include your mission statement, goals, target market, products, and services, as well as how it stands out from competitors.
  • The company summary can also be customized for a specific objective or audience, such as to secure financing from investors or banks.

The company summary section of a business plan should include:

  • Business name
  • Legal structure (i.e., sole proprietorship ,  LLC ,  S Corporation , or  partnership )
  • Management team
  • Mission statement
  • Company history (when it started and important milestones)
  • Description of products and services and how they meet the needs of the marketplace
  • Target market (who will buy your product or services)
  • Competitive advantage (what sets you apart in the marketplace to allow you to succeed)
  • Objectives and goals (plans for growth)

The U.S. Small Business Administration (SBA) website has a lot of information available if you've never written a business plan before. The SBA provides examples of business plans for different types of companies.

Before you begin, you should decide whether you want to go with a traditional business plan format or a lean startup format. The traditional format is appropriate if you want to have a comprehensive, detail-oriented plan or if you are requesting financing. The lean startup format is best for those who have a relatively simple business and want to start it quickly or as a starting point for those who plan to refine and change the plan regularly.

No matter which type of business plan you choose, you'll need to include a company summary.

Although there are many blueprints for writing a company summary, below are a couple of examples to get you started.

Consulting Firm

You can opt for a concise opening paragraph such as this one:

XYZ Consulting is a new company that provides expertise in search marketing solutions for businesses worldwide, including website promotion, online advertising, and search engine optimization techniques to improve its clients' positioning in search engines. We cater to the higher education market, including colleges, universities, and professional educational institutions.

Several elements of the company summary are covered here, including the name (XYZ Consulting), history (new company), description of services (web promotion, SEO, advertising) and why it's needed (improve positioning in search engines), and the target market (higher education).

Starbucks Coffee Company Overview

Starbucks breaks down the company overview on their website into the following sections:

"Our Heritage"

Here the company describes how long the company has been in business, citing its roots, the founder, Howard Schultz, and how he was inspired to open the first Starbucks in Seattle after visiting Italy. It briefly mentions the growth of millions of customers and how the company's heritage remains important to its long-term success.

"Coffee & Craft"

The overview describes the high-quality products and services being offered and why they stand out from the competition by describing the detailed process of choosing and growing coffee beans. You'll notice they don't suggest their product is a low-cost product but instead provide a high level of "experiences to savor."

"Our Partners"

Starbucks describes its employees as partners that work together in an inclusive manner to achieve success. It highlights how they are at the center of the experience.

"Pursuit of Doing Good"

The company describes its values and how it gives back to the community.

Tesla Inc. Business Overview

Below are excerpts of the business overview pages from the annual 10-K filing on Dec. 31, 2021, for Tesla Inc.

"We design, develop, manufacture, sell and lease high-performance fully electric vehicles and energy generation and storage systems, and offer services related to our products. We generally sell our products directly to customers, including through our website and retail locations.
We also continue to grow our customer-facing infrastructure through a global network of vehicle service centers, mobile service technicians, body shops, supercharger stations and destination chargers to accelerate the widespread adoption of our products.
We emphasize performance, attractive styling and the safety of our users and workforce in the design and manufacture of our products and are continuing to develop full self-driving technology for improved safety.
Our mission to accelerate the world’s transition to sustainable energy, engineering expertise, vertically integrated business model and focus on user experience differentiate us from other companies."

Competition

Tesla highlights the competitive automotive market and how the company differentiates itself from the larger, more established competitors.

"The worldwide automotive market is highly competitive and we expect it will become even more competitive in the future as we introduce additional vehicles in a broader cross-section of the passenger and commercial vehicle market and expand our vehicles’ capabilities. We believe that our vehicles compete in the market both based on their traditional segment classification as well as based on their propulsion technology.
Competing products typically include internal combustion vehicles from more established automobile manufacturers; however, many established and new automobile manufacturers have entered or have announced plans to enter the market for electric and other alternative fuel vehicles."

Intellectual Property

The company highlights its intellectual property, including trademarks and patents.

"We place a strong emphasis on our innovative approach and proprietary designs which bring intrinsic value and uniqueness to our product portfolio. As part of our business, we seek to protect the underlying intellectual property rights of these innovations and designs such as with respect to patents, trademarks, copyrights, trade secrets and other measures, including through employee and third-party nondisclosure agreements and other contractual arrangements."

Mission Statement

The company highlights its mission statement and its sustainability goals using environmental, social, and governance (ESG) and human capital resources.

"The very purpose of Tesla's existence is to accelerate the world's transition to sustainable energy. We believe the world cannot reduce carbon emissions without addressing both energy generation and consumption, and we are designing and manufacturing a complete energy and transportation ecosystem to achieve this goal. As we expand, we are building each new factory to be more efficient and sustainably designed than the previous one, including with respect to waste reduction and water usage, and we are focused on reducing the carbon footprint of our supply chain."

There are other items you can include in your company summary to expand on the areas that you'd like people to focus on, depending on your objective.

You might provide more information about the company's location, legal structure, and management team. You can also include more information about the:

  • Company's history, such as a family business that's been in operation for multiple generations
  • Business objectives, including short-term and long-term goals
  • Business strengths, highlighting anything that might give your company a competitive advantage in the field

You can also customize the summary if you have a specific objective or a targeted audience. For example, if the goal of your business plan is to secure funding, you might focus on areas that appeal to investors and lending institutions, including:

  • Why you're the best person to manage the business
  • Your experience in your field, as well as the total years of experience of your management team
  • Expertise or special talents of your team, including training, licenses, certifications
  • How you plan to make the business a success
  • Financial information, such as a high-level discussion of your track record of revenue growth and the financial opportunities that can be realized as a result of securing financing

You may also want to address any areas of perceived weakness by explaining how you'll overcome them or compensate.

How do you write a company overview?

You might provide a description of the company, its location, legal structure, and management team. You can also highlight the company's business objectives, goals, and strengths. You can also customize the summary to a specific audience, such as a bank or lender, focusing on your competitive advantages and highlights of recent financial success.

What should an organizational overview include?

Some of the discussion points to include in a company overview might be:

  • Company name and location
  • Legal structure such as a sole proprietorship, LLC, or partnership
  • Mission statement and management team
  • Description of your products and services and how they are needed
  • Target market or who are your customers
  • Competitive advantage or what makes your company different

The Clute Institute. " Using Business Plans for Teaching Entrepreneurship ," Page 734.

U.S. Small Business Administration. " Write Your Business Plan ."

Starbucks Coffee Company. " Our Company ."

United States Securities and Exchange Commission. " Form 10-K, Annual Report Pursuant to Section 13 or 15(D) of the Securities Exchange Act of 1934 for the Fiscal Year Ended December 31, 2021, Tesla, Inc., " Pages 3-12.

Blog / Small business tips / How to create a business plan: A complete guide to writing your company roadmap

company business plan statement

How to create a business plan: A complete guide to writing your company roadmap

A business plan is a roadmap that outlines what your business does, how it’s going to work and how you’re going to achieve your goals. 

According to Bplans , who worked with the University of Oregon to analyse academic research around planning, entrepreneurs who take the time to create a plan for their business idea are 152% more likely to start that business.

Further, 129% are more likely to push forward with it beyond the start-up phase. And companies that strategically plan grow 30% faster than those that don’t. 

In this guide, we’re going to walk you through how to write a business plan that helps your company start, build and achieve success.   

Table of contents

What is a business plan and why do you need one, the nine key components of a business plan and how to write them.

  • Five top tips for writing a compelling business plan

📹 Masterclass video: How to write the perfect business plan

Wrapping up.

A business plan is a document that guides you through the various stages of building, launching and running your business. Essentially, it helps you put the building blocks in place to make your company a success.

If you’re bringing a new small business to market, a business plan will be crucial in:

  • Securing funding or loans
  • Achieving investment or raising venture capital
  • Attracting talent or business partners
  • Guiding your go-to-market strategy

All banks and most investors and venture capitalists will only invest in a business if they can see that they’ll get their money back. They want to know that you have the business idea, team, scalability and planned sales growth to succeed. A business plan gives financiers the details they need to make informed decisions. 

Similarly, for talent or prospective partners, a business plan is your assurance to them that your business matches their short and long-term career ambitions. 

A business plan also keeps you focused on what you need to do to accomplish your goals. If you’re not meeting your targets, you can turn to your business plan to help guide you on changes that need to be made. It’s the drawing board you can always go back to. 

Because of this, having a business plan is as important for existing businesses as it is for start-ups. 

Top Tip: Business plans also apply to side hustles. Even if you have a full-time job or already run a small business, a side hustle can be a great way to pull in extra income or capitalise on a hobby. But just because it doesn’t take up all of your time doesn’t mean it should lack structure. To learn more about how to effectively run a side business, read our guide to 5 side businesses you can start quickly and affordably 💡

How long should a business plan be?

According to Growthink surveys, 15 to 25 pages is the optimum business plan length. But the number of pages isn’t the ideal way to measure length. 

As Bplans points out: “A 20-page business plan with dense text and no graphics is much longer than a 35-page plan broken up into readable bullet points, useful illustrations of locations or products, and business charts to illustrate important projections.”

Instead, Bplans says that your business plan should: 

  • Take no longer than 15 minutes to skim read . Make sure that key information in each section is easy for readers to find.
  • Mirror the length of its audience . The length is directly tied to the intent. If the purpose is for outsiders who know nothing about your business to gain a deeper understanding, it must include detailed executive summaries and team descriptions. If the intent is to procure investment, it must be built to withstand legal scrutiny and include any information a bank would look for in a business loan application. Know your audience, and work backwards to create the ideal business plan to match that scenario (we’ll dive into exactly how to do this in a later section).

How to present your business plan?

Your business plan is designed to evolve as your business grows. It’s a living document that should be consistently tweaked to match the health and goals of your company. Because of this, it’s best to keep your plan as a digital document that can be easily updated and sent to third parties as a PDF. 

That said, there may be times when your plan needs to be presented to investors or bank managers in person, so it should always be print-ready with a front cover that includes your:

  • Company name
  • Company logo and colour scheme
  • Business name and date
  • Contact information

It should also have a contents page, with numbered pages and sections so that readers can easily find what they’re looking for.

When you are ready – register your business with Tide for FREE ! Registering your business with Tide is incredibly fast, easy and free. You not only get to officially start your company, but you get a free business bank account at the same time, which is the best way to ensure you’re keeping your finances in order from day one. Be your own boss and register your company with Tide !

A business plan features nine main sections related to your business operations, structure and finances: 

  • Executive summary
  • Company description

Market analysis

  • Management and company structure
  • Service or product information
  • Marketing and sales strategy
  • Funding information
  • Financial projections

Let’s take a closer look at each. 

1. Executive summary

The executive summary is a top-level look at your business that summarises the detailed information found in the rest of the sections.

It’s also your elevator pitch—a chance for you to immediately captivate the reader by portraying your mission, vision, goals, product, leadership, finance information and growth plans.

Picture yourself in a lift for 45 seconds with a potential investor. How would you sell your business? Think about that when writing this section. Be concise and compelling with your words.

Because it is a summary, it’s often easier to write this section last after you’ve fleshed out the finer details of your business plan .

Writing your executive summary

Start with the basic information:

  • Your company name
  • Company address
  • Names of all owners and partners

Then, get into the business information. 

  • Value proposition . Describe in one sentence what your company does and why it’s great. This is your value proposition. For example, Uber’s value proposition is “The smartest way to get around”. For email marketing platform MailChimp it’s “Send Better Email”. For Dollar Shave Club it’s “A great shave for a few bucks a month”.
  • Problem and solution . In a paragraph, briefly explain the problem customers are facing and how your product or service solves it.
  • Target customers. Who is your ideal customer? Be extremely specific. For example, if you’re selling men’s suits, your audience won’t simply be every man because every man wears suits. That doesn’t hold true. It’s more likely to be targeted towards ‘fashion-conscious men’ or ‘businessmen’.
  • Competitors . List other companies that are solving the same problems you are and how they’re solving them.
  • Team . A sentence or two on why your team is the best team to bring your product or service to market.
  • Finances . Focus on the key aspects of your financial plan–your planned costs and how you will make money.
  • Funding . Details of your start-up costs and how much you need to raise to get your business off the ground. 
  • Milestones . Briefly mention what you’ve achieved so far and what goals you plan to achieve. This lets potential investors, talent or partners know how serious you are in building a successful business. 

As mentioned above, before you can write this section you have to flesh out all of your company details, including who you are, who you’re selling to, how you’re going to sell your product or service, what your financial goals are, how you will reach those financial goals, and so on. 

The rest of this article will inform you on how to do just that. 

2. Company description

The company description is your story. It digs deeper into your value proposition, looking at how you came to be and what you intend to achieve.

Break your description down into three sections: 

Mission statement

Company profile, business objectives.

An example of a target, mission, and values

Your mission statement is a sentence or short paragraph that describes why your business exists.

To create your mission statement, answer the following questions:

  • What does my business do?
  • How do we do it?
  • Who do we do it for?
  • What value are we bringing to customers?

For example, Patagonia’s mission statement is “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

In a single sentence, they get across their aims and ambitions, their value to the market (safe, quality products) and their value to people and the world (helping the environment). 

Use this as inspiration to come up with a statement that captures the heart and soul of your business.

Top Tip: Your company description will also help to inform your business culture. You will carry these core values throughout all of your business behaviours and they will also influence how you make future business decisions. Because of this, it’s crucial to devote the necessary time and energy to get this right. To learn exactly how to do that, read our guide on why business culture matters & how to get it right from the start ☀️

In a paragraph or two, your company profile should detail your: 

  • Founding date
  • Company location
  • Products or services
  • Number of employees
  • Details of company leaders and their roles
  • Company milestones

The information is the most important thing here, so approach it like a business profile and stick to the facts and figures.

In a paragraph or two explain what you want to achieve as a business. This needs to be a realistic aim that investors can get behind and your team members can work towards. 

The SMART goals method can help you to ensure your goals are practical.

SMART stands for: Specific, Measurable, Attainable, Relevant, and Timely. 

Infographic describing SMART goals

Use graphs to add weight to your objectives. For example, if you aim to increase revenue from £100,000 in year one to £500,000 by year five, create a chart that plots your growth. The visual aspect helps to grab attention whilst providing readers with key information they may miss if skim reading. 

This chart from an example business plan does just that:

Example of 5 year net revenue projections

You’re immediately drawn to the planned-growth projections and want to learn about how they’ll reach such high goals. We will get into the specifics of how to create accurate sales and revenue forecasts in a later section.

Top Tip: To learn more about how to establish practical SMART goals that will inform your business strategy and help you effectively market your brand, read our beginners guide to digital marketing strategy . 

3. Market analysis

Marketing analysis focuses on three areas:

  • Your target market (the industry your selling in)
  • Your customers (who you’re selling to)
  • Your competitors (who you’re selling against)

By detailing information about the themes and trends within your industry, you’ll be able to show that the appetite for your product or service exists. Outlining information about your ideal customer helps you to identify the marketing and sales tactics you can use to attract them. And highlighting your competitor’s strengths and weaknesses gives you a chance to showcase what you do better than the rest. 

Market analysis should identify the market as a whole, as well as your addressable market and your share of the market. From this information, you can begin to get an idea of your target market, which informs your messaging, positioning and unique selling point (USP).

Venn diagram demonstrating how to find your USP

Start by researching the current state of your industry and where the market is heading in terms of size, trends and projected growth.

Your approach here will depend on your business. For example, if you’re opening a small local shop, you should assess the market around your shop. If you’re starting an ecommerce business and selling UK-wide, you’ll need to analyse the market at a national level. 

When estimating market size, look at:

  • Volume . The number of potential customers
  • Value . The value of the market

You can find this information by searching for publicly available data or by commissioning a market research report. If you’re searching on a national level, you may find figures published online. On a local level, data might not be as easy to come by, which is where you’ll need to carry out your own research. 

Top Tip: Conducting market research takes time, but it’s important that you get a full picture of your audience to ensure your message and USP resonates. To learn more, read our detailed guide on how to conduct market research for your business idea ⚡️

Once you have the information, you can use TAM SAM SOM to work out your business’ relationship to the market size.

  • TAM stands for Total Addressable Market
  • SAM stands for Serviceable Addressable Market
  • SOM stands for Serviceable Obtainable Market

Infographic describing TAM SAM SOM

  • To calculate your TAM, work out how many people have a need for your business. For example, let’s say you’re opening a shop selling custom-designed women’s clothes in a town of 100,000 people. Market research shows that 50% (50,000) of residents are women. Your total addressable market would be 50,000 people. 
  • To calculate your SAM, take your TAM and discount all the people that fall outside of your target market. Let’s say your target market is women between 18 and 35, with disposable income. This discounts 30,000 people, which means your serviceable addressable market is 40% (20,000) of your total addressable market. 
  • To calculate your SOM, work out how many of your SAM you can realistically serve. Your shop offers a measuring service and design consultation but only to people in a five-mile radius, which means you can serve 200 people a month. That would mean serving 2,400 people a year, which makes your SOM around 12% of your SAM.

Ideal customer

Your ideal customer is the person your product or service is aimed at. In the above example of the women’s clothes shop, the ideal customer is between 18 and 35, with disposable income. 

Customer analysis digs deeper than this, looking at your target customers’ education, income, job, relationship, buying concerns, interests and more.

You’ll find methods to help you discover your ideal customer and create customer personas in our guide on how to create a go-to-market strategy . 

Competitors

Competitive analysis is the process of identifying gaps in the market that your product or service can fill. It’s about finding out what the competition does so you gain a competitive advantage. 

In our guide on how to run a competitive analysis , we walk you through the process of analysing the finer details of your rivals in five steps:

Step 1: Identify & segment your competitors

Step 2: Analyse their market positioning

Step 3: Review their content & social media

Step 4: Check out what their customers are saying

Step 5: Walk through their customer journey

Use this information to show potential investors and talent that your business is going places. Our competitive analysis matrix template is a great starting point.

Screenshot showing competitor analysis matrix template with examples

Once complete, take it a step further and create a simple visual that clearly shows where your company outperforms the competition. Here is a basic example of how to build out this visual.

Example competitive analysis matrix

It’s hard to ignore a chart that checks all of the boxes. 

4. Management and company structure

This section goes into detail on how your company is structured and who is running it. 

The structure here means two different things:

Team structure

Company structure.

First, you need to show your management structure: what each leader’s role is within the company. 

The simplest way to show your company hierarchy is with an organisational chart like this example:

Example organisational chart

For each member of your team, give details on their background and credentials with a bio that includes their:

  • Professional background
  • Achievements

Including this information gives readers assurances that the team you have in place is well-positioned to take the company forward. 

If there are any roles yet to be filled, give details on those positions.

Company structure is your legal structure. For example, limited company or sole trader.

Top Tip: If you’re yet to decide on a business structure, you can weigh up the pros and cons for setting up as a sole trader or limited company in our sole trader vs limited company guide.

company business plan statement

If you plan on changing the structure of your company in the future, include details on this as well. For example, you may start as a private limited company (Ltd), but grow to become a public limited company with shares offered to members of the public. 

5. Service or product information

Here is where you get to wax lyrical about your offer and why it’s better than anything currently on the market. 

This section should include: 

  • A description of your product or service . Details on what it is and what it does.
  • How your product or service will be priced . Do you offer tiered pricing or a subscription model, for example.

Top Tip: Choosing the right pricing strategy is another key part of your go-to-market strategy. Will you price higher, lower, or similar to your competitors? What does the market demand? How does your pricing strategy reflect the value of your products and services? To learn more about how to answer these questions, read our 6-step guide on how to price a product and achieve profitable markups 💷

  • How your products compare to competitors . List several competitor products along with their pros and cons.
  • The production process . Details on how your products are created, how your source materials, quality control management, supply chain, inventory and bookkeeping.
  • Product lifecycle . Details on upsells and cross-sells, research and development plans and time between purchases.
  • Orders . Details on how you process and fulfil orders.
  • Legal aspects . Details on any intellectual property or trademarks you own.
  • Future products or services . If you plan on expanding your offer, give details on the offer and any research and development plans.

While there are formal and practical details to get across, the main point of this section is to get the reader excited about your product. To do this:

  • Focus on the benefits . Describe how features give value to the customer. Here are some examples of features turned into benefits:
  • Highlight your features. Get across what features your product or service has that the competition doesn’t. For example, your product might be the cheapest on the market or your turnaround time might be quicker or your expertise might allow you to offer a better level of service. 
  • Get across why you’re needed . Shine the light on why your product or service is important to the market. This will be especially crucial if your startup is bringing a new invention to the market, or you’re creating an entirely new market. 

6. Marketing and sales strategy

If your business is going to be a success, you need a marketing strategy and sales plan that takes customers on a journey from awareness to purchase.

Diagram of the marketing funnel from awareness stage to advocacy

This section of your business plan should include:

  • Your target market . Reiterating the information from the market analysis section.
  • Which marketing channels you’ll use and which you’ll prioritise . For example, social media, word of mouth, Google Ads, print or radio advertising, exhibition stands or fairs, or referrals.
  • Your plan to attract customers at launch . For example, you might run an opening discount offer to people who share your post on social media. Or give a voucher to every customer who refers a friend.
  • Your plan to retain customers . For example, you may offer reward programs that allow customers to collect points for every purchase that can be redeemed for free or discounted products.
  • Your expected results . What you hope to achieve from your marketing and how it will help you grow your business in terms of sales and visibility. If you’ve already started marketing your business, give details on what you’ve done and how it’s benefited the business.

7. Funding information 

Funding information is all about how much money you need to start your business, why you need it and how you’ll use any capital. 

The most critical part of this is your startup costs, which detail:

  • The cost of producing your product or service
  • Your fixed outgoings
  • The cost of equipment, premises, supplies, insurance and other necessities required to run your business

Top Tip: If you’re yet to work out how much capital you need, check out our guide on how much it costs to start a business in the UK 📌

If you have the figures in place, you can set out presenting them. 

This section should be broken down into three parts: 

Current and future funding requirements

How funds will be used, current and future financial plans.

Include how much money you need to get your business off the ground, along with any funding you’ll need in the foreseeable future (up to five years). Be clear about why you’re requesting a loan or investment and outline what your needs are based on in your financial forecasts (we’ll get onto those soon). 

If you’re offering equity in exchange for investment, provide details on how an investor will be paid, as well as how and when they can cash out. For most small businesses, investors are paid in dividends (a share of company profits).

This part should explain how you plan to use the funds so that investors can determine if your business is a worthwhile investment. If you plan on using capital for several things, list and provide costs for each.

Again, putting these numbers into a visual format will help to more clearly outline your vision.

Example funding allocation

Finally, if applicable, provide information on any current investments and/or outstanding loan repayment plans. 

If you’re seeking investment or a loan for the first time, most lenders will have their own repayment schedules. However, you should detail any factors that may affect lenders, such as any plans to relocate or sell the business. 

Unlike other sections, funding information will need to be tailored to each financier. Investors will be interested in return on investment (ROI), whereas lenders will be interested in loan repayments. Create separate reports so that information is relevant to the reader. 

Top Tip: Investors and banks will also be interested in your business credit report (if you have one). To learn more about why your business credit score is important and how it’s determined, read our guide to everything you need to know about your business credit score (and how to improve it) 🙌

8. Financial projections

Financial projections supplement your funding information by showing potential lenders and investors that your business has a positive financial outlook.

This section should include the following key information: 

  • Sales forecast. The amount of money you expect to raise from sales.
  • Cash flow statement. Your cash flow balance and monthly cash flow patterns–how much is coming in and going out of your business every month.
  • Balance sheet. An overview of the financial health of your business.
  • Profit and loss statement . Your profit level and how much you expect to make based on projected sales, minus the cost of overheads and providing goods or services. 

Top Tip: Unless you’re an accountant, this part of the business plan can be overwhelming. To learn more about the fundamentals of accounting and how to create each of the aforementioned statements, read our complete guide to accounting for startups 📣 

If your business is already established, you’ll need to include financial figures from the last three years (or however long you’ve been trading if it’s less than three years) for all of the above, other than your sales forecast. 

If you’re a new business, your financial figures need to be predicted.

We’ve built several spreadsheet templates to help you generate the below financial reports:

  • Three main financial statements (balance sheet, profit and loss statement, cash flow statement)
  • Cash flow forecast
  • Estimated sales

Forecasting your finances

Sales forecast.

Use your market analysis and knowledge of industry trends to estimate your future sales. For the first year, break these figures down into monthly sales, detailing what you’re selling, price points and how much you expect to sell. Moving into the second and third year of business, reduce forecasting to quarterly sales.

Cash flow statement

As a startup, your cash flow statement becomes a cash flow forecast based on your sales forecast, minus your expenses. Your expenses are the: 

  • Fixed costs . Expenses that are the same or close the same every month (e.g. rent, insurance and utilities).
  • Variable costs . Expenses that vary every month depending on demand (e.g.costs for raw materials, production costs, shipping and advertising).

Provide monthly cash flow patterns for the first 36 months. Keep in mind that, depending on your business, you may need to account for a lag in revenue. For example, if you provide a service to a client, their payment terms might dictate the invoice is paid 60 days after being sent.

Top Tip: To learn more about the various types of expenses and how to manage them, read our guide to small business expense management 🙌

Balance sheet

Create a balance sheet by calculating company assets, minus company liabilities.  

Company assets include:

  • Property you own
  • Equipment you own
  • Unsold inventory
  • Company vehicles you own
  • Outstanding invoices

Company liabilities include:

  • The amount you owe on a business loan
  • The amount you owe unpaid invoices

Your balance is the difference between your assets total and your liabilities total.

Profit and loss statement

Use the figures from your sales forecast, expenses and cash flow statement to forecast how much you expect in profit and losses for your first three years in business. 

Your statement needs profit and loss projections for each year, as well as a total figure for the three years and should include a breakdown of:

  • Sales . Based on figures from your sales forecast.
  • Cost of goods sold (COGS) . The total cost of selling your product or service. If you need help with this, check out our guide on everything you need to know about cost of sales .
  • Gross margin . Your sales minus your COGS. This is usually listed as a percentage, which you can calculate as: 

Gross margin (total revenue – COGS / total revenue x 100

For example, £500,000 total revenue, minus £300,000 leaves a gross margin of £200,000. 

£200,000 / £500,000 x 100 = 40%

  • Operating expenses . A list of all your expenses, minus COGS (which you’ve already included), tax, amortisation and depreciation. List each expense individually and include a total sum. 
  • Operating income statement . Your total operating expenses minus your COGS, before interest, tax, amortisation and depreciation.
  • Total expenses . Your expenses including interest, tax, amortisation and depreciation.
  • Net profit . Your monthly and yearly bottom line.

List financial figures using bullet points and include graphs to show how you predict your business will grow over your first three years of trading.

9. Appendix 

The appendix is the place to include any supporting documents. If a lender or investor hasn’t requested additional documentation, you can choose to leave this section out. But it’s a good place to strengthen your business plan, by including: 

  • Reference letters
  • Credit reports
  • Permits and licences
  • Client contracts or customer purchase orders
  • Legal documents
  • Associations and memberships  

Format the appendix with a clear table of contents and sections that correspond to the business plan section.

5 top tips for writing a compelling business plan 

  • Keep it concise . Say what you need to say using simple language (no jargon) in as few words as possible. Your business plan only needs to get the key information across. The intricacies can come later. 
  • Make it easy on the eye . Most lenders and investors will skim read your business plan, picking out relevant information as they go. Use headings to define sections and make key data stand out on each page by using bullet points for lists, bolding important sentences and using graphs and charts to add weight to financial figures. 
  • Think about your audience . Consider who your business plan is aimed at and write with them in mind. If it’s an internal plan, think about what your team would want to gain from reading the document. If it’s for a lender or investor, think about the questions they might ask and which information is of particular interest to them. 
  • Get the figures right. If you’re forecasting costs, sales and expenses, numbers will never be 100% accurate and it’s better to overestimate than underestimate. However, figures must be realistic and they must add up. Expect lenders and investors to scrutinise your calculations. Always double and triple check the numbers. 
  • Proofread and proofread again . Don’t let your hard work be undone by something as simple as a typo or grammar mistake. Proofread your document from start to finish and then finish to start. Have someone you trust look over it too.

You now know what goes into a strong business plan, but you might be wondering what tools and frameworks you can use to bring it to life.

In this Tide Masterclass, our Events Manager Cuan Hawker is joined by Tom Horbye , Head of Campaigns Development at Seedrs .

Seedrs connects investors and businesses. They help startups raise capital and grow a supportive community. As they put it, it’s “equity crowdfunding done properly”. It’s unlikely anyone has seen and improved more business plans than Tom!

Tom will explain:

  • Why you need a business plan 📘
  • How to structure your plan 📃 Two tried-and-tested structures that work.
  • What to include in your plan 📋 And what to leave out.
  • Tools, help and next steps 🛠

This Masterclass is useful for anyone thinking about starting their own business in the UK.

A business plan is the cornerstone of your company. By clearly detailing your business objectives, strategies, marketing and sales plans, and financial forecasts you’ll be able to set out your business goals and keep track of your progress. 

Use this guide to complete the key components and put together a plan that a) brings clarity to your team, and b) provides assurances to lenders and investors that your business is a safe bet.

Set up your business with Tide for free

Photo by William Ivan, published on Unsplash

Valentine Hutchings

Valentine Hutchings

Head of Community and small business enthusiast

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Free Financial Templates for a Business Plan

By Andy Marker | July 29, 2020

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In this article, we’ve rounded up expert-tested financial templates for your business plan, all of which are free to download in Excel, Google Sheets, and PDF formats.

Included on this page, you’ll find the essential financial statement templates, including income statement templates , cash flow statement templates , and balance sheet templates . Plus, we cover the key elements of the financial section of a business plan .

Financial Plan Templates

Download and prepare these financial plan templates to include in your business plan. Use historical data and future projections to produce an overview of the financial health of your organization to support your business plan and gain buy-in from stakeholders

Business Financial Plan Template

Business Financial Plan Template

Use this financial plan template to organize and prepare the financial section of your business plan. This customizable template has room to provide a financial overview, any important assumptions, key financial indicators and ratios, a break-even analysis, and pro forma financial statements to share key financial data with potential investors.

Download Financial Plan Template

Word | PDF | Smartsheet

Financial Plan Projections Template for Startups

Startup Financial Projections Template

This financial plan projections template comes as a set of pro forma templates designed to help startups. The template set includes a 12-month profit and loss statement, a balance sheet, and a cash flow statement for you to detail the current and projected financial position of a business.

‌ Download Startup Financial Projections Template

Excel | Smartsheet

Income Statement Templates for Business Plan

Also called profit and loss statements , these income statement templates will empower you to make critical business decisions by providing insight into your company, as well as illustrating the projected profitability associated with business activities. The numbers prepared in your income statement directly influence the cash flow and balance sheet forecasts.

Pro Forma Income Statement/Profit and Loss Sample

company business plan statement

Use this pro forma income statement template to project income and expenses over a three-year time period. Pro forma income statements consider historical or market analysis data to calculate the estimated sales, cost of sales, profits, and more.

‌ Download Pro Forma Income Statement Sample - Excel

Small Business Profit and Loss Statement

Small Business Profit and Loss Template

Small businesses can use this simple profit and loss statement template to project income and expenses for a specific time period. Enter expected income, cost of goods sold, and business expenses, and the built-in formulas will automatically calculate the net income.

‌ Download Small Business Profit and Loss Template - Excel

3-Year Income Statement Template

3 Year Income Statement Template

Use this income statement template to calculate and assess the profit and loss generated by your business over three years. This template provides room to enter revenue and expenses associated with operating your business and allows you to track performance over time.

Download 3-Year Income Statement Template

For additional resources, including how to use profit and loss statements, visit “ Download Free Profit and Loss Templates .”

Cash Flow Statement Templates for Business Plan

Use these free cash flow statement templates to convey how efficiently your company manages the inflow and outflow of money. Use a cash flow statement to analyze the availability of liquid assets and your company’s ability to grow and sustain itself long term.

Simple Cash Flow Template

company business plan statement

Use this basic cash flow template to compare your business cash flows against different time periods. Enter the beginning balance of cash on hand, and then detail itemized cash receipts, payments, costs of goods sold, and expenses. Once you enter those values, the built-in formulas will calculate total cash payments, net cash change, and the month ending cash position.

Download Simple Cash Flow Template

12-Month Cash Flow Forecast Template

company business plan statement

Use this cash flow forecast template, also called a pro forma cash flow template, to track and compare expected and actual cash flow outcomes on a monthly and yearly basis. Enter the cash on hand at the beginning of each month, and then add the cash receipts (from customers, issuance of stock, and other operations). Finally, add the cash paid out (purchases made, wage expenses, and other cash outflow). Once you enter those values, the built-in formulas will calculate your cash position for each month with.

‌ Download 12-Month Cash Flow Forecast

3-Year Cash Flow Statement Template Set

3 Year Cash Flow Statement Template

Use this cash flow statement template set to analyze the amount of cash your company has compared to its expenses and liabilities. This template set contains a tab to create a monthly cash flow statement, a yearly cash flow statement, and a three-year cash flow statement to track cash flow for the operating, investing, and financing activities of your business.

Download 3-Year Cash Flow Statement Template

For additional information on managing your cash flow, including how to create a cash flow forecast, visit “ Free Cash Flow Statement Templates .”

Balance Sheet Templates for a Business Plan

Use these free balance sheet templates to convey the financial position of your business during a specific time period to potential investors and stakeholders.

Small Business Pro Forma Balance Sheet

company business plan statement

Small businesses can use this pro forma balance sheet template to project account balances for assets, liabilities, and equity for a designated period. Established businesses can use this template (and its built-in formulas) to calculate key financial ratios, including working capital.

Download Pro Forma Balance Sheet Template

Monthly and Quarterly Balance Sheet Template

company business plan statement

Use this balance sheet template to evaluate your company’s financial health on a monthly, quarterly, and annual basis. You can also use this template to project your financial position for a specified time in the future. Once you complete the balance sheet, you can compare and analyze your assets, liabilities, and equity on a quarter-over-quarter or year-over-year basis.

Download Monthly/Quarterly Balance Sheet Template - Excel

Yearly Balance Sheet Template

company business plan statement

Use this balance sheet template to compare your company’s short and long-term assets, liabilities, and equity year-over-year. This template also provides calculations for common financial ratios with built-in formulas, so you can use it to evaluate account balances annually.

Download Yearly Balance Sheet Template - Excel

For more downloadable resources for a wide range of organizations, visit “ Free Balance Sheet Templates .”

Sales Forecast Templates for Business Plan

Sales projections are a fundamental part of a business plan, and should support all other components of your plan, including your market analysis, product offerings, and marketing plan . Use these sales forecast templates to estimate future sales, and ensure the numbers align with the sales numbers provided in your income statement.

Basic Sales Forecast Sample Template

Basic Sales Forecast Template

Use this basic forecast template to project the sales of a specific product. Gather historical and industry sales data to generate monthly and yearly estimates of the number of units sold and the price per unit. Then, the pre-built formulas will calculate percentages automatically. You’ll also find details about which months provide the highest sales percentage, and the percentage change in sales month-over-month. 

Download Basic Sales Forecast Sample Template

12-Month Sales Forecast Template for Multiple Products

company business plan statement

Use this sales forecast template to project the future sales of a business across multiple products or services over the course of a year. Enter your estimated monthly sales, and the built-in formulas will calculate annual totals. There is also space to record and track year-over-year sales, so you can pinpoint sales trends.

Download 12-Month Sales Forecasting Template for Multiple Products

3-Year Sales Forecast Template for Multiple Products

3 Year Sales Forecast Template

Use this sales forecast template to estimate the monthly and yearly sales for multiple products over a three-year period. Enter the monthly units sold, unit costs, and unit price. Once you enter those values, built-in formulas will automatically calculate revenue, margin per unit, and gross profit. This template also provides bar charts and line graphs to visually display sales and gross profit year over year.

Download 3-Year Sales Forecast Template - Excel

For a wider selection of resources to project your sales, visit “ Free Sales Forecasting Templates .”

Break-Even Analysis Template for Business Plan

A break-even analysis will help you ascertain the point at which a business, product, or service will become profitable. This analysis uses a calculation to pinpoint the number of service or unit sales you need to make to cover costs and make a profit.

Break-Even Analysis Template

Break Even Analysis

Use this break-even analysis template to calculate the number of sales needed to become profitable. Enter the product's selling price at the top of the template, and then add the fixed and variable costs. Once you enter those values, the built-in formulas will calculate the total variable cost, the contribution margin, and break-even units and sales values.

Download Break-Even Analysis Template

For additional resources, visit, “ Free Financial Planning Templates .”

Business Budget Templates for Business Plan

These business budget templates will help you track costs (e.g., fixed and variable) and expenses (e.g., one-time and recurring) associated with starting and running a business. Having a detailed budget enables you to make sound strategic decisions, and should align with the expense values listed on your income statement.

Startup Budget Template

company business plan statement

Use this startup budget template to track estimated and actual costs and expenses for various business categories, including administrative, marketing, labor, and other office costs. There is also room to provide funding estimates from investors, banks, and other sources to get a detailed view of the resources you need to start and operate your business.

Download Startup Budget Template

Small Business Budget Template

company business plan statement

This business budget template is ideal for small businesses that want to record estimated revenue and expenditures on a monthly and yearly basis. This customizable template comes with a tab to list income, expenses, and a cash flow recording to track cash transactions and balances.

Download Small Business Budget Template

Professional Business Budget Template

company business plan statement

Established organizations will appreciate this customizable business budget template, which  contains a separate tab to track projected business expenses, actual business expenses, variances, and an expense analysis. Once you enter projected and actual expenses, the built-in formulas will automatically calculate expense variances and populate the included visual charts. 

‌ Download Professional Business Budget Template

For additional resources to plan and track your business costs and expenses, visit “ Free Business Budget Templates for Any Company .”

Other Financial Templates for Business Plan

In this section, you’ll find additional financial templates that you may want to include as part of your larger business plan.

Startup Funding Requirements Template

Startup Funding Requirements Template

This simple startup funding requirements template is useful for startups and small businesses that require funding to get business off the ground. The numbers generated in this template should align with those in your financial projections, and should detail the allocation of acquired capital to various startup expenses.

Download Startup Funding Requirements Template - Excel

Personnel Plan Template

Personnel Plan Template

Use this customizable personnel plan template to map out the current and future staff needed to get — and keep — the business running. This information belongs in the personnel section of a business plan, and details the job title, amount of pay, and hiring timeline for each position. This template calculates the monthly and yearly expenses associated with each role using built-in formulas. Additionally, you can add an organizational chart to provide a visual overview of the company’s structure. 

Download Personnel Plan Template - Excel

Elements of the Financial Section of a Business Plan

Whether your organization is a startup, a small business, or an enterprise, the financial plan is the cornerstone of any business plan. The financial section should demonstrate the feasibility and profitability of your idea and should support all other aspects of the business plan. 

Below, you’ll find a quick overview of the components of a solid financial plan.

  • Financial Overview: This section provides a brief summary of the financial section, and includes key takeaways of the financial statements. If you prefer, you can also add a brief description of each statement in the respective statement’s section.
  • Key Assumptions: This component details the basis for your financial projections, including tax and interest rates, economic climate, and other critical, underlying factors.
  • Break-Even Analysis: This calculation helps establish the selling price of a product or service, and determines when a product or service should become profitable.
  • Pro Forma Income Statement: Also known as a profit and loss statement, this section details the sales, cost of sales, profitability, and other vital financial information to stakeholders.
  • Pro Forma Cash Flow Statement: This area outlines the projected cash inflows and outflows the business expects to generate from operating, financing, and investing activities during a specific timeframe.
  • Pro Forma Balance Sheet: This document conveys how your business plans to manage assets, including receivables and inventory.
  • Key Financial Indicators and Ratios: In this section, highlight key financial indicators and ratios extracted from financial statements that bankers, analysts, and investors can use to evaluate the financial health and position of your business.

Need help putting together the rest of your business plan? Check out our free simple business plan templates to get started. You can learn how to write a successful simple business plan  here . 

Visit this  free non-profit business plan template roundup  or download a  fill-in-the-blank business plan template  to make things easy. If you are looking for a business plan template by file type, visit our pages dedicated specifically to  Microsoft Excel ,  Microsoft Word , and  Adobe PDF  business plan templates. Read our articles offering  startup business plan templates  or  free 30-60-90-day business plan templates  to find more tailored options.

Discover a Better Way to Manage Business Plan Financials and Finance Operations

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  • How to write a vision statement: Steps ...

How to write a vision statement: Steps and examples

Julia Martins contributor headshot

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

[inline illustration] Vision vs. mission statement (infographic)

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

[inline illustration] Characteristics of a great vision statement (infographic)

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas

Shareholders

Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

Vision: To create a better everyday life for the many people.

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision: To become the world’s most loved, most flown, and most profitable airline.

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

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How to Develop Your Company’s Purpose Statement

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company business plan statement

If you aspire to lead or start a company, you’ll play a crucial role in driving its vision, goals, and plan for success. A purpose statement establishes the foundation you need to do that effectively.

While some degree programs touch on the topic of purpose statements, you might not realize how this concept can apply to your future career . 

Here’s how you can take the skills you’ve learned from your business degree and use them while writing an effective company purpose statement. 

What is a Purpose Statement?

The first step to understanding a purpose statement is to distinguish it from a mission statement because each plays a different role in your business plan .

Mission Statement vs. Purpose Statement

A purpose statement is a single statement that defines the reason your company exists—beyond simply making a profit. It also illustrates how your product or service positively impacts the people you serve. Once your purpose is established, you’ll need a series of goals to drive that purpose. That’s where the mission statement comes in.

First and foremost, a mission statement is actionable. It explains the path you need to take to reach your purpose. So, while a purpose statement is focused on the future, a mission statement is rooted in the present.

Unlike a company mission, your company purpose isn’t something that can be completed or checked off a list. A purpose statement illustrates the ongoing pursuit to push your company forward.

What Does a Purpose Statement Do?

A purpose statement sets expectations, both internally (for leadership and employees) and externally (for customers and investors). It acts as your company’s blueprint for the future and helps guide all the decisions you make—from how you manufacture your products to the words you use in your marketing.

Your purpose also influences your customer. In fact, 63% of global consumers prefer to purchase products and services from companies that stand for a purpose, according to recent research.

The study found that companies that stand for something bigger than what they sell, communicate their purpose, and demonstrate commitment are more likely to attract consumers and influence purchasing decisions.  

Leaders around the world are taking note of the rise of purpose-driven companies , too. Lise Kingo, CEO and executive director of the UN Global Compact, stated, “The idea of business as an agent of change and a purveyor of positive values is gaining traction and legitimacy around the world. With a growing number of companies taking steps to be more responsible in how they treat employees, communities, and the planet, we are seeing business emerge as a real player and solution-provider in the quest to put our world on a better course.”

Beyond attracting customers and increasing your bottom line, clarifying your company purpose is important for these reasons:   

1. Distinguishes Your Business from Competitors

One important role of your purpose statement is to define what makes your company unique. After all, your competitors might be able to replicate your product or service, but they’d be hard pressed to duplicate your unique purpose.

People can be genuinely inspired if your company has a solid purpose. When customers and employees understand what drives your passion and ignites your purpose, they’re more likely to get on board with it.  

2. Helps Meet Goals

A strong purpose statement sets a path for how your company will move forward, which will help you see and set clear goals. These goals should go beyond financial performance; they should also measure how your purpose is progressing toward the social impact you’re trying to make.

3. Informs Company Culture

A recent employee survey by Harvard Business Review found that only 28% of employees felt connected to their company’s purpose, and 34% thought they were contributing to their company’s success. According to the article, a lack of purpose among employees can create a negative company culture where employees feel unmotivated and unaligned.

So how do you avoid this?

Creating a purpose-driven culture starts with clear communication between employees and leadership—as well as listening and being open to feedback. When everyone understands and supports the company's purpose, it creates a united front where everyone from the top down is working toward the same goals.

Furthermore, multiple studies show a purpose-driven culture is a positive one. This is because employees feel more engaged and motivated when they can connect the work they do with how it contributes to the organization’s purpose .

company business plan statement

How Do I Write a Purpose Statement?

Creating a company purpose statement is no small task. It requires a deep understanding of why your company exists and where it hopes to go in the future. If you’re still feeling stuck, here are some steps to take as you're developing your company's purpose.

Step #1: Define what you do.

But more specifically, lay out what your company does to solve a particular problem for your customers.

Step #2: Pinpoint your passion.

Think about what inspires the work you do. For example, are you passionate about creating sustainable products? Do you strive to be the most innovative? Are you focused on serving local communities?

Step #3: List your values.

Understanding the things your company is passionate about will help you come up with specific values that align with your purpose. Those values might include things like sustainability, innovation, integrity, quality, etc.

Step #4: Create a draft.

Once you’ve defined what you do and why you do it, take pen to paper and start drafting ideas for your purpose statement.

As you’re writing, make sure your purpose statement is:

  • Short (about 1-2 sentences)
  • Easy to understand
  • Aspirational (but not vague)

Step #5: Get feedback.

Ask others in your organization to review what you’ve written and consider their feedback as you hone your purpose statement.  

Step #6: Leave room for growth.

Keep in mind that a purpose statement is a constant work in progress, and changes will happen as your business evolves.

Examples of Effective Purpose Statements

Use these company purpose statements to draw inspiration from:

  • Southwest Airlines lets its personality shine through in its purpose statement: “Connect people to what's important in their lives through friendly, reliable, and low-cost air travel.”
  • Kellogg’s and Coke keep it short and sweet: “Nourishing families so they can flourish and thrive.” – Kellogg’s,  “Refresh the world. Make a difference.” – Coke
  • If you’re looking for an example of an empowering purpose statement, here’s Dove’s: “Discovering the value of 'real' beauty and improving self-esteem worldwide.”
  • Both The Red Cross and Whole Foods have purpose statements that make an emotional connection: “Our deepest purpose as an organization is helping support the health, well-being, and healing of both people—customers, Team Members, and business organizations in general—and the planet.” – Whole Foods, “To protect life and health and to ensure respect for the human being .” – The Red Cross
  • Crayola and Lego lean on their ability to inspire: “Encouraging children to be creative, and enabling parents to inspire them.” – Crayola, “To inspire and develop the builders of tomorrow.” - Lego

Now that you know what a company purpose statement is, why it’s important, and how to develop your own, you’ll be ready to put this important business skill into practice in your own organization.

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6 Top Mission Statement Examples For Your Business Plan

Mission and Vision Statement Templates

Free Mission and Vision Statement Templates

Aayushi Mistry

  • December 11, 2023

Mission Statement Examples

Example 1: A Mission Statement by Hubspot

There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience, and succeed with a soul — and that they can do it with inbound. That’s why we’ve created a platform uniting software, education, and community to help businesses grow better every day.

company business plan statement

Want to Generate a Mission Statement for your Business?

Craft a strong and purposeful mission statement in minutes with our easy-to-use Free AI Mission Statement Generator .

Hubspot is a company that develops and offers a fully functioning systematic platform for sales, marketing, and CRM management. They also offer the right measures to grow your business through consultations and courses.

Expert’s rating on the mission statement: 4 / 5

  • Adding the emotional touch.
  • Comparison with the traditional business.
  • Clear about what they stand for.
  • Clear about what they do.

Some of you might find this statement a little longer than usual. But what’s best is that they managed to add all the values, ethics, and culture with a friendly vocabulary. All of it, in just 4 to 5 sentences. And if you look closely, it’s not so long.

Example 2: A Mission Statement by Microsoft

Empower every person and organization on the planet to achieve more.

Microsoft Corporation is an American multinational technology company. It develops, manufactures, licenses key supports, and sells computer software, consumer electronics, personal computers, and related services.

Expert’s rating on the mission statement: 5 / 5

  • It is the simplest and boldest mission statement .
  • Very clear in communicating the value and ethics.
  • It has a tinge of empowering emotion. It makes you want to know and have Microsoft right away.
  • Most importantly, it is a one-liner with the best use of vocabulary. Hence, easy to remember.

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

Tesla, Inc. is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla’s current products include electric cars, battery energy storage from home to grid-scale, solar panels, and solar roof tiles, as well as other related products and services.

  • You can already sense the speed and change in the mission statement.
  • You can relate the statement to the founder, Elon Musk .
  • Clear about what they want to accomplish
  • Short, simple, and catchy enough for you to never forget it.

Example 4: A Mission Statement by Asos

To become the number 1 fashion destination for 20-somethings globally.

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfillment centers in the UK, Subcontinent, and Europe.

Their ambition, their service, and their target audience, everything put together in one sentence. The statement can’t get clearer than this!

Example 5: A Mission Statement by Disney

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

The Walt Disney Company , commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California.

Expert’s rating on the mission statement: 3 / 5

  • The mission statement is longer than required.
  • It is not relevant to the grand and creative world of Disney.
  • It has no emotional touch.
  • It is clear what they do and offers.

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Konan, Minato, Tokyo.

  • It is not relevant to the grand, colorful sets of Sony
  • Unclear with what they do and offer.

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About the Author

company business plan statement

Since childhood, I was in awe of the magic that words bring. But while studying computer science in college, my world turned upside down. I found my calling in being a copywriter and I plunged into a world of words. Since then, there is no looking back. Even today, nothing excites me to find out the wonders the words can bring!

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How to Write a Cleaning Service Business Plan + Free Sample Plan PDF

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Elon Glucklich

7 min. read

Updated February 17, 2024

Free Download: Cleaning Service Business Plan Template

With busy schedules and job demands, not everyone has time to clean up after themselves. 

That’s why nearly 10 percent of Americans hired residential cleaning services as of 2020, and the demand for cleaners is rising. And despite a resistance to return to the office, commercial cleaning remains a $100 billion industry . Building owners still need pristine spaces if a lease or sale opportunity arises.

If you’re getting into the cleaning industry, or trying to grow your existing business, you’ll need to do some upfront work. That’s where a business plan comes in. This article will help you ensure that you’re meeting the right market opportunity, and that your business brings in enough revenue to be profitable long-term. If you need a bank loan or investment , a business plan will be crucial.

Are you looking for a free, downloadable cleaning service sample business plan PDF to help start your own business plan, Bplans has you covered.

  • What should you include in a cleaning service business plan?

Keep your plan concise, and focus only on the most important sections for your business. Your plan will likely include some or all of these sections:

  • Executive summary
  • Market analysis
  • Products and services
  • Marketing and sales strategy
  • Company overview
  • Financial plan

It’s especially important for a cleaning service business plan to consider the wide range of services and related products you may offer. Your business might provide specialized cleaning services, or sell eco-friendly cleaning products along with cleaning homes or office spaces.

You’ll need to detail your strategies for promoting each of these products and services to maximize the revenue you generate from each client.

Here’s an example of a cleaning service business plan outline.

A sample outline for a cleaning service business plan.

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  • The 8 elements of an effective cleaning service business plan

1. Executive summary

The executive summary is a broad overview of your plan. Without going over one to two pages, outline all of the components of your cleaning service business. 

Include a mission statement in your executive summary. This simple, action-oriented statement explains your company’s purpose. Maybe your goal is to grow into your area’s leading residential cleaning service. Or to expand the market for eco-friendly cleaning solutions. It summarizes what your company does for customers, employees, and owners. It also helps someone reading your business understand in greater detail what sets your business apart from competitors, and how it will be profitable.

If you’re writing your plan for a bank or investor, they will start with the executive summary. So it’s where you’ll want to make a good first impression. Try to draw them in right away by showing you have a clear value proposition.

2. Market analysis

The market analysis section is where you make the case that your business can generate enough demand to be successful. To do that, you’ll need to thoroughly assess your market, identifying key trends in the region’s home or commercial real estate sectors that might indicate a need for your services.

Evaluate the size of your potential market , including residential and commercial segments. You should also analyze the competition . Start by identifying the number of existing providers and their service offerings, and highlight any gaps you observe in the market that your business can fill.

3. Cleaning services and products

This section should detail the cleaning services and products you offer. These may include various residential and commercial cleaning services, like standard cleaning, deep cleaning, specialized disinfection services, or eco-friendly cleaning options.

If you plan to use specific cleaning products or specialized equipment, also detail these. Emphasize any services or products that set your business apart from the competition, like allergen-free cleaning services for homes or exclusively green cleaning products.

4 . Marketing and sales strategy

Your marketing and sales strategy is how you put your market research into action to attract and retain customers for your cleaning service.

Start by identifying the most effective marketing channels for reaching your target market, such as online advertising, social media , local flyers, or partnerships with real estate agencies.

To reach the broadest customer base possible, outline your digital and traditional marketing strategies. Discuss the importance of a strong online presence, including a user-friendly website and active social media profiles to build brand awareness and credibility. 

You should also provide information about your pricing strategy , and whether you’ll offer special promotions or loyalty programs to encourage repeat business and referrals.

5. Milestones

The milestones section is where you outline the key objectives for your business and timelines for achieving them. This section can be short, with individual milestones listed as bullet points.

Milestones could include securing initial funding, acquiring necessary licenses, launching your marketing campaign, reaching a certain number of clients, or hitting revenue targets. Be sure to list when you expect to achieve each milestone, and which members of your team will be responsible for reaching them.

6. Company overview

The company summary gives a brief overview of your cleaning business. Include the legal structure , target service area, and history of your business if it already exists.

If you’re writing your plan because you’re seeking funding for your business from a bank, clearly state how much you’ll need, how you plan to use it, and how it will benefit the business. Funding uses could include purchasing new equipment to expand your services, or hiring additional staff to widen your service area.

You can also include a brief management team section covering your key employees, their roles, responsibilities, qualifications, and experience. 

If you plan to contract with cleaning crews instead of hiring employees, describe how this arrangement will work and why you think it will benefit your business.

7. Financial plan and forecasts

Your financial plan should present detailed financial projections, including revenue , costs , and profitability .

If you’re a new business, list your startup costs , including initial equipment, supplies, licensing, and marketing investments. Also, outline your funding sources, such as loans, investments, or personal savings going into the business.

Include a cash flow statement , income statement , and balance sheet . The financial statements and projections should demonstrate your cleaning service’s potential to generate sustainable profits over the long term.

8. Appendix

The appendix is an optional section for you to add supporting information or documents that don’t fit within the plan. This could include market research data, lease agreements, employee contracts, or licensing and permit documents.

  • Writing an effective cleaning service business plan: Key considerations

When writing your cleaning service business plan, focus on these areas to increase your likelihood of success.

1. Offer diverse service offerings

The cleaning industry caters to a wide array of customer needs, from residential homes with regular upkeep, to commercial spaces that need specialized sanitation. Offering services to the broadest customer base you can manage will help you expand your share of the market .

2. Pricing strategy  

Your pricing strategy is vital to balance attracting and retaining customers to ensure your business remains profitable. 

Extensive market research into competitors should help you understand what represents a competitive pricing structure in your target area. Offering flexible pricing models, like flat rates for certain services or discounts for recurring appointments, can also appeal to a broader customer base. Just make sure your forecasts show that you’ll generate more revenue from repeat business through any discounts you decide to offer.

3. Protect your reputation

Trust and reputation are crucial in the cleaning service industry, where small mistakes can cost you customers. Consider in your marketing plan whether your branding and customer feedback policies emphasize your commitment to quality work and reliable service. And make sure to check how your business is being reviewed online.

4. Professional training and standards

To achieve a reputation as a high-quality cleaning service, your standards as a business owner need to trickle down to your employees. The operations section of your plan should include training your workers on the latest cleaning techniques, customer service best practices, and safety protocols to ensure your team meets those high standards you’ve set.

5. Online marketing and presence

We touched on this in the marketing and sales strategy section, but strong online and social media presences are fairly low-cost tactics for reaching new customers. Consider how much a professionally designed website that’s search engine optimized, active social media engagement, and strategic online advertising might increase your visibility.

  • Download your cleaning service sample business plan PDF

Download this cleaning service sample business plan PDF for free right now, or visit Bplans’ gallery of more than 550 sample business plans if you want more options.

Don’t get hung up on finding a sample business plan that exactly matches your cleaning service. Whether you’re setting up a boutique eco-friendly cleaning service or a broad-scale commercial cleaning operation, the core elements of your business plan will largely be consistent.

There are plenty of reasons cleaning service business owners can benefit from writing a business plan — you’ll need one if you’re seeking a loan or investment.

Even if you’re not seeking funding, thinking through every aspect of your business will help you ensure you’re not overlooking anything critical as you grow.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Content Author: Elon Glucklich

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

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Sample Cleaning Service Business Plan

Growthink.com Cleaning Service Business Plan Template

Writing a business plan is a crucial step in starting a cleaning service business. Not only does it provide structure and guidance for the future, but it also helps to create funding opportunities and attract potential investors. For aspiring cleaning service business owners, having access to a sample cleaning service business plan can be especially helpful in providing direction and gaining insight into how to draft their own cleaning service business plan.

Download our Ultimate Cleaning Service Business Plan Template

Having a thorough business plan in place is critical for any successful cleaning service venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can give you clarity on realistic financial projections and help you secure financing from lenders or investors. A cleaning service business plan example can be a great resource to draw upon when creating your own plan, making sure that all the key components are included in your document.

The cleaning service business plan sample below will give you an idea of what one should look like. It is not as comprehensive and successful in raising capital for your cleaning service business as Growthink’s Ultimate Cleaning Service Business Plan Template , but it can help you write a cleaning service business plan of your own.

Example – PristineClean Experts

Table of contents, executive summary, company overview, industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

PristineClean Experts is a professional cleaning service located in Jacksonville, FL, dedicated to providing top-notch cleaning solutions for residential and commercial clients. We are committed to maintaining a high standard of cleanliness and hygiene, with services tailored to meet the diverse needs of our clients, ranging from regular home cleanings to comprehensive commercial maintenance. Our team, equipped with the latest cleaning technology and eco-friendly products, aims to offer an unparalleled cleaning experience, ensuring customer satisfaction and loyalty. Our focus on quality, reliability, and customer service positions us as a leading choice for cleaning services in the Jacksonville area.

Our success is driven by our unwavering commitment to quality and customer satisfaction. We’ve built a strong reputation in the Jacksonville area through our reliable service, attention to detail, and the ability to tailor our offerings to meet the unique needs of each customer. Our team’s expertise and use of advanced cleaning technologies have set us apart in the industry. To date, we’ve achieved significant milestones, including a growing base of loyal residential and commercial clients, and we are continuously expanding our services to cater to the evolving needs of our community.

The cleaning services industry is experiencing robust growth, driven by increasing demand from both residential and commercial sectors. In Jacksonville, FL, this upward trend is reflected in the growing number of households and businesses seeking professional cleaning services to maintain hygiene and appeal. The industry’s expansion is further fueled by heightened health awareness and the need for sanitized environments, particularly in the wake of health crises. PristineClean Experts is well-positioned to capitalize on this demand, offering comprehensive cleaning solutions that cater to the specific needs of our diverse client base.

PristineClean Experts targets a wide range of customers in Jacksonville, FL, focusing primarily on homeowners and apartment dwellers seeking regular and one-off cleaning services. Our tailored approach aims to accommodate the unique cleaning needs of each homeowner, ensuring their spaces are impeccably maintained. Additionally, we serve landlords and small to medium-sized businesses, including office spaces and retail stores, who value professional cleaning to enhance their environment for tenants and clients alike. By addressing the distinct requirements of these customer segments, we ensure high satisfaction and loyalty.

Top Competitors:

CleanMaster Solutions: Offers a range of residential and commercial cleaning services. Sparkle Homes: Specializes in residential cleaning with customizable packages. OfficeClean Express: Focuses on commercial spaces, providing tailored cleaning services.

Competitive Advantages: PristineClean Experts stands out through our commitment to using eco-friendly cleaning products and state-of-the-art equipment, ensuring a thorough and environmentally safe clean. Our highly trained staff and personalized service plans offer a superior cleaning experience, setting us apart from competitors and making us the preferred choice in Jacksonville.

Our marketing plan emphasizes the diversity and quality of our cleaning services, with competitive pricing to match. We offer a range of services from basic home cleaning to specialized commercial maintenance, ensuring a tailored approach to meet the specific needs of our clients. Pricing is structured to provide value while reflecting the high standard of our services. Promotions will be conducted through various channels including social media, local advertising, and word-of-mouth referrals. Special offers and discounts for first-time clients and loyalty programs for regular customers are key strategies to attract and retain our customer base.

Our operations are centered around efficiency and customer satisfaction. Key processes include streamlined booking and scheduling, responsive customer service, rigorous staff training, and stringent quality control measures. We employ reliable scheduling software and maintain excellent communication with clients. Our equipment and inventory are regularly checked to ensure operational readiness. Financial management, marketing efforts, and compliance with safety regulations are also integral parts of our daily operations. Achieving these operational milestones is essential for delivering consistent, high-quality service.

Our management team consists of experienced professionals with diverse backgrounds in business management, customer service, and the cleaning industry. Their collective expertise provides the strategic direction and operational oversight necessary to achieve our business objectives. This strong leadership is instrumental in fostering a culture of excellence, innovation, and customer-centricity within PristineClean Experts.

Welcome to PristineClean Experts, a new Cleaning Service making waves in Jacksonville, FL. We pride ourselves on being a local cleaning service business, filling a much-needed gap in the community. Our mission is to provide unparalleled cleaning services, as we’ve identified a lack of high-quality local cleaning service businesses in the area. Our team is dedicated to ensuring every corner of your space shines, offering a comprehensive suite of cleaning solutions tailored to meet the unique needs of each client.

At PristineClean Experts, our services cater to a wide range of needs including Residential Cleaning, Commercial Cleaning, Janitorial Services, Move-In/Move-Out Cleaning, and Specialized Cleaning Services. We understand the importance of maintaining a clean and healthy environment, whether it’s the comfort of your home or the professionalism of your business space. Our team is equipped with the latest cleaning technology and practices, ensuring efficient and thorough service delivery. We are here to simplify your life, providing hassle-free and reliable cleaning solutions right at your doorstep.

Based in Jacksonville, FL, PristineClean Experts is strategically located to serve customers throughout the city. This prime location allows us to respond quickly to our clients’ needs, ensuring timely and reliable service. We are committed to making a noticeable difference in our community, one clean space at a time.

PristineClean Experts is uniquely qualified to succeed for several reasons. Firstly, our founder brings a wealth of experience from running a successful cleaning service business previously. This experience is invaluable in understanding the intricacies of the industry and ensuring that we stay ahead of the competition. Moreover, we are confident in our ability to offer better cleaning services than our competitors, thanks to our dedicated team, state-of-the-art equipment, and innovative cleaning techniques.

Since our inception on January 3, 2024, as a S Corporation, we have achieved several milestones that we’re incredibly proud of. Our journey began with the creation of a unique logo that represents our brand’s ethos and dedication to cleanliness. We also invested time in developing a memorable company name that resonates with our mission and values. Additionally, we secured a great location that serves as the hub for our operations, enabling us to efficiently manage our services and cater to the needs of our clients in Jacksonville, FL. These accomplishments are just the beginning, and we are excited about the future of PristineClean Experts.

The Cleaning Service industry in the United States is currently experiencing significant growth and is poised for continued expansion in the coming years. According to a market research report, the industry generated approximately $46.3 billion in revenue in 2020. This indicates a substantial market size and highlights the demand for professional cleaning services across the country. Furthermore, the market is expected to grow at a compound annual growth rate (CAGR) of 6.2% from 2021 to 2028, reaching a projected value of $74.3 billion. These figures demonstrate the immense potential for growth and profitability within the Cleaning Service industry.

Several trends in the Cleaning Service industry are contributing to its positive outlook, which bodes well for PristineClean Experts. Firstly, there is a growing emphasis on cleanliness and hygiene, particularly in light of the COVID-19 pandemic. Customers are now more conscious of the importance of maintaining cleanliness and sanitization in their homes and workplaces. This increased awareness has led to a surge in demand for professional cleaning services. Secondly, an aging population and busy lifestyles have resulted in a greater need for outsourcing household chores, including cleaning. As more individuals seek convenience and time-saving solutions, the demand for Cleaning Service providers like PristineClean Experts is expected to rise.

Furthermore, technological advancements and the adoption of innovative cleaning methods are shaping the future of the industry. Cleaning companies are increasingly utilizing advanced equipment, environmentally friendly cleaning products, and digital platforms to enhance their efficiency and effectiveness. PristineClean Experts can capitalize on these industry trends by offering state-of-the-art cleaning solutions and leveraging digital marketing strategies to reach a wider customer base. By staying ahead of the curve and providing exceptional service, PristineClean Experts is well-positioned to thrive in the growing Cleaning Service industry in Jacksonville, FL.

Below is a description of our target customers and their core needs.

Target Customers

PristineClean Experts will target a broad spectrum of local residents in Jacksonville, FL, focusing on homeowners looking for regular and one-time cleaning services. This group is expected to form the core of their customer base, seeking to maintain their homes in pristine condition without dedicating personal time to the task. The company will tailor its offerings to meet the specific needs of these homeowners, ranging from basic cleaning to deep cleaning services.

Aside from individual homeowners, PristineClean Experts will also cater to apartment dwellers and landlords who require cleaning services for move-ins and move-outs. This segment recognizes the value of maintaining clean living spaces to attract and retain tenants. By offering flexible and customizable cleaning plans, PristineClean Experts will address the unique demands of apartment cleaning, ensuring spaces are spotless for current and future residents.

Moreover, PristineClean Experts will extend its services to small and medium-sized businesses in Jacksonville, FL. This customer segment comprises office spaces, retail stores, and small clinics that must uphold a high standard of cleanliness to ensure a healthy and appealing environment for employees and clients alike. The company will develop commercial cleaning packages that guarantee thorough cleaning, disinfection, and maintenance of business premises, aligning with the professional image these establishments aim to project.

Customer Needs

PristineClean Experts can fulfill the profound need for high-quality cleaning services among Jacksonville residents who desire a spotless living environment without the time or energy to achieve it themselves. Clients expect thoroughness and attention to detail, ensuring that every corner of their home meets their high standards of cleanliness. This demand highlights the necessity for a service that can consistently deliver exceptional results, tailored to the individual needs of each household.

In addition to the basic expectation of cleanliness, customers also seek reliability and trustworthiness in their cleaning service provider. PristineClean Experts understands the importance of sending only well-vetted, professional cleaners into clients’ homes. Customers can rest assured knowing that their personal spaces are being treated with the utmost respect and care, fostering a relationship based on trust and mutual respect.

Moreover, the modern customer values convenience and flexibility in service arrangements. PristineClean Experts addresses this need by offering easy scheduling options and customizable cleaning plans. By accommodating the busy lifestyles of Jacksonville residents, PristineClean Experts ensures that maintaining a clean and healthy home environment does not add to the stresses of daily life but rather alleviates them.

PristineClean Experts’s competitors include the following companies:

Bonnie’s Maids offers a comprehensive suite of cleaning services tailored for residential properties, including standard house cleaning, deep cleaning, and move-in/move-out services. Their price points are competitive, aiming to offer value through quality services at accessible rates. Revenues for Bonnie’s Maids suggest a strong local market presence, indicative of their ability to retain and satisfy a diverse client base. They operate primarily within the Jacksonville area, focusing on residential customers seeking regular or one-time cleaning services. Key strengths include their established reputation and customer loyalty, while a potential weakness is their limited service offerings beyond residential cleaning.

Evolution DR Cleaning Service specializes in both residential and commercial cleaning solutions, providing a broad spectrum of services ranging from regular housekeeping to specialized cleaning for offices and retail spaces. Their pricing strategy is flexible, offering customized quotes based on the size and specific needs of the job, allowing them to cater to a wide range of budget considerations. Evolution DR Cleaning Service generates significant revenue, reflecting their broad service offerings and ability to serve both households and businesses effectively. They serve the greater Jacksonville area, including some neighboring regions, targeting both homeowners and commercial entities. Their key strengths lie in their versatility and ability to handle diverse cleaning needs. A potential weakness could be the complexity of managing a wide range of services, which might impact service consistency.

Nicki’s House Cleaning focuses on delivering personalized cleaning services to residential clients, emphasizing customer satisfaction and attention to detail. They offer a variety of packages from basic cleaning to premium services, including eco-friendly options, with pricing that varies based on service depth and frequency. This approach allows them to attract different segments of the market, from budget-conscious to premium clients. Nicki’s House Cleaning has a solid revenue stream, supported by a loyal customer base and strong word-of-mouth referrals in Jacksonville and its suburbs. They exclusively serve the residential segment, providing them with a focused market approach but potentially limiting their growth in the commercial sector. Their strengths include high customer satisfaction and personalization of services. However, their focus on only residential services and the absence of commercial offerings could be seen as a weakness in diversifying their customer base.

Competitive Advantages

At PristineClean Experts, we pride ourselves on offering superior cleaning services compared to our competition. Our team is dedicated to providing meticulous attention to detail, ensuring that every nook and cranny of our clients’ spaces are impeccably cleaned. We understand the unique needs of each customer and adapt our services accordingly, which allows us to deliver personalized cleaning solutions that exceed expectations. Additionally, our use of eco-friendly cleaning products not only ensures a thorough clean but also promotes a healthier environment for our clients and their families.

Moreover, our competitive advantage extends beyond just the quality of our cleaning services. We are committed to exceptional customer service, making sure that we are always accessible and responsive to our clients’ needs and feedback. Our flexible scheduling options can accommodate even the busiest of lifestyles, making it convenient for our customers to enjoy a pristine clean without disrupting their daily routines. Furthermore, our team consists of highly trained and trustworthy professionals who are passionate about what they do, which reflects in the quality of their work. With PristineClean Experts, clients can expect a seamless and satisfactory cleaning experience every time.

Our marketing plan, included below, details our products/services, pricing and promotions plan.

Products and Services

PristineClean Experts caters to a wide array of cleaning needs for both residential and commercial clients. Their comprehensive service offerings ensure that every nook and cranny, whether at home or in the office, is meticulously cleaned to perfection. The services they provide are not only varied but are also customized to meet the unique requirements of each client, ensuring satisfaction across the board.

Starting with Residential Cleaning, PristineClean Experts offers a thorough cleaning solution for homes of all sizes. This service includes dusting, vacuuming, mopping, bathroom cleaning, and kitchen cleaning, aiming to create a pristine living environment for homeowners. Prices for their residential cleaning services start at an average of $120 for a small home, scaling up based on the size of the property and specific cleaning requirements.

For businesses looking to maintain a clean and professional atmosphere, Commercial Cleaning services are available. PristineClean Experts understands the importance of a spotless workspace for both employee productivity and customer perception. Their commercial cleaning package includes office cleaning, restroom sanitation, trash removal, and floor care, with prices beginning at $200 for small office spaces. Larger commercial spaces can expect custom quotes based on the area to be cleaned and the services required.

Their Janitorial Services are designed to cater to institutions such as schools, hospitals, and large office buildings that require daily or weekly maintenance. This service focuses on ensuring that these high-traffic areas are consistently clean and sanitized. The starting price for janitorial services is around $250, adjusting for the frequency of cleaning and the scope of work.

Understanding the chaos associated with moving, PristineClean Experts offers Move-In/Move-Out Cleaning services to ease the transition. This comprehensive cleaning ensures that new residents step into a spotless space, and those moving out leave behind a clean slate. Prices for these services begin at $150 for small apartments, with variations depending on the size of the property and the extent of cleaning needed.

Lastly, Specialized Cleaning Services are available for those requiring more than just the standard cleaning procedures. This includes deep cleaning, carpet cleaning, window washing, and pressure washing, among others. These services are tailored to the specific needs of the client, with prices starting at $100 and increasing based on the complexity and requirements of the job.

In summary, PristineClean Experts offers a broad spectrum of cleaning services designed to meet the needs of both residential and commercial clients in Jacksonville, FL. Their commitment to providing impeccable cleaning solutions is reflected in their diverse service offerings and competitive pricing, ensuring that every space they touch is left in pristine condition.

Promotions Plan

PristineClean Experts leverage a dynamic mix of promotional methods to attract customers in Jacksonville, FL, with a primary focus on online marketing. They understand that in today’s digital age, a strong online presence will not just be beneficial but essential for reaching their target audience effectively. Hence, they will engage in a comprehensive online marketing strategy that includes the use of social media platforms, search engine optimization (SEO), and targeted advertising campaigns. Through these channels, PristineClean Experts will showcase their cleaning services, share customer testimonials, and provide valuable cleaning tips to engage with potential customers.

In addition to online marketing, PristineClean Experts will also deploy traditional marketing techniques such as distributing flyers and placing ads in local newspapers. These methods will complement their digital efforts by reaching potential customers who may not be as active online but are equally valuable to their business. Moreover, PristineClean Experts will establish partnerships with local businesses and real estate agents, creating a referral network that will help spread the word about their exceptional cleaning services.

Email marketing will play a crucial role in their promotional strategy. By collecting email addresses through their website and at local events, PristineClean Experts will send out regular newsletters that include special promotions, cleaning tips, and updates about their services. This direct line of communication will keep them at the forefront of their customers’ minds and encourage repeat business.

Understanding the power of word-of-mouth, PristineClean Experts will implement a customer referral program. Satisfied customers who refer new clients will receive discounts on future services, incentivizing them to spread the word about PristineClean Experts. This approach will not only help in acquiring new customers but also in building a loyal customer base.

Lastly, PristineClean Experts will actively seek out opportunities to sponsor local events or participate in community service projects. This will not only increase their visibility within the community but also build their reputation as a business that cares about the well-being of Jacksonville, FL.

By combining these promotional methods, PristineClean Experts will effectively reach and attract customers, establishing themselves as a leading cleaning service in Jacksonville, FL.

Our Operations Plan details:

  • The key day-to-day processes that our business performs to serve our customers
  • The key business milestones that our company expects to accomplish as we grow

Key Operational Processes

To ensure the success of PristineClean Experts, there are several key day-to-day operational processes that we will perform.

  • Utilize a reliable scheduling software to manage appointments efficiently.
  • Confirm appointments with customers a day ahead to ensure readiness and prevent no-shows.
  • Maintain a responsive customer service system, including phone, email, and chat support.
  • Collect feedback from customers after service completion to improve quality and customer satisfaction.
  • Conduct daily briefings with cleaning teams to discuss the day’s assignments and any special instructions from clients.
  • Ensure staff are well-trained in cleaning techniques and customer service skills.
  • Regularly check and maintain cleaning equipment to ensure they are in good working condition.
  • Keep track of inventory levels for cleaning supplies and reorder as necessary to prevent shortages.
  • Implement a quality control checklist for all cleaning jobs to ensure high standards are met consistently.
  • Conduct random spot checks on cleaning jobs to ensure compliance with company standards.
  • Monitor daily expenses and revenues to manage cash flow effectively.
  • Process payments promptly and follow up on any outstanding invoices.
  • Regularly update the company website and social media platforms with engaging content and special promotions.
  • Encourage satisfied customers to leave positive reviews online to enhance the company’s reputation.
  • Ensure compliance with local, state, and federal regulations regarding cleaning services and employment.
  • Conduct regular safety training sessions for staff to prevent accidents and injuries.

PristineClean Experts expects to complete the following milestones in the coming months in order to ensure its success:

  • Secure Necessary Licenses and Insurance: Obtain all required business licenses and insurance policies to operate legally and safely in Jacksonville, FL. This step will mitigate legal risks and protect the company and its customers.
  • Establish an Effective Branding and Online Presence: Develop a strong brand identity, including a company logo, website, and social media profiles. This milestone is crucial for attracting customers and establishing trust in the market.
  • Hire and Train Cleaning Staff: Recruit, hire, and extensively train cleaning staff to ensure high-quality service. This includes training on cleaning techniques, customer service, and safety protocols, which is fundamental to building a reliable and professional team.
  • Launch Our Cleaning Service Business: Officially start offering cleaning services to residential and commercial clients in Jacksonville, FL. This involves marketing the launch to generate initial customers and feedback.
  • Secure Key Contracts with Commercial Clients: Obtain contracts with commercial entities such as offices, retail stores, and apartment complexes. This will provide a steady income stream and help in achieving financial stability.
  • Implement a Customer Feedback and Quality Control System: Establish mechanisms for collecting customer feedback and conducting regular quality checks. This system will ensure continuous improvement and high customer satisfaction, which is critical for repeat business and referrals.
  • Reach $15,000/Month in Revenue: Achieve the financial goal of generating $15,000 in monthly revenue. This milestone will indicate market acceptance and the potential for sustainable growth and profitability.
  • Expand Services or Service Area: Depending on market demand and operational capacity, consider expanding the range of services offered or extending the service area beyond Jacksonville, FL. This growth strategy should be based on solid customer demand and the ability to maintain quality standards.

These milestones are designed to build a strong foundation for PristineClean Experts, mitigate risks associated with starting a new business, and guide the company towards achieving success in the competitive cleaning service industry.

SavorFest Caterers management team, which includes the following members, has the experience and expertise to successfully execute on our business plan:

Ava Thompson, President

Ava Thompson, President, brings a wealth of experience to PristineClean Experts, having previously led a successful cleaning service business. Her entrepreneurial journey is marked by her ability to identify market needs and respond with innovative solutions that drive customer satisfaction and loyalty. Ava’s leadership style is characterized by a hands-on approach, fostering a culture of excellence and accountability within her teams. Her proven track record in business management and strategic planning makes her uniquely qualified to guide PristineClean Experts towards achieving its vision of becoming the leading provider in the cleaning services industry.

To reach our growth goals, PristineClean Experts requires significant funding. This investment will be directed towards expanding our service offerings, marketing efforts to increase brand visibility, and enhancing operational efficiencies. By securing the necessary funding, we are poised to capitalize on market opportunities, drive revenue growth, and establish PristineClean Experts as a market leader in the cleaning services industry in Jacksonville, FL.

Financial Statements

Balance sheet.

[insert balance sheet]

Income Statement

[insert income statement]

Cash Flow Statement

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Cleaning Service Business Plan Example PDF

Download our Cleaning Service Business Plan PDF here. This is a free cleaning service business plan example to help you get started on your own cleaning service plan.  

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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Lindsay Kolowich Cox

Published: May 11, 2023

100 Mission Statement Examples & Templates

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Mission statements from 100 companies and templates to create one for your business.

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Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

mission and vision statement examples

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

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A mission statement is a simple statement about the goals, values, and objectives of an organization. It helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization's top priorities.

As a company grows, it may reach its early goals, and they'll change. So, it's important to revise mission statements as needed to reflect the business's new culture as it achieves its goals and develops new targets.

company business plan statement

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You're all set!

Click this link to access this resource at any time.

What makes a good mission statement?

The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

What are the 3 parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

  • Brand Purpose: What does your product or service do, or aim to offer and for whom?
  • Brand Values: What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
  • Brand Goals: What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

How to Write a Mission Statement

  • Explain your company’s product or service offering.
  • Identify the company’s core values.
  • Connect how your company's offering aligns with your values.
  • Condense these statements into one.
  • Make sure it’s clear, concise, and free of fluff.

1. Explain your company’s product or service offering.

You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

  • Are you selling a product or service?
  • Why would customers buy it?
  • How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values .

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

  • Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

  • What: The company offering
  • Who: Who you’re selling to
  • Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

  • Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
  • Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
  • General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission statement and a vision statement are:

  • Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
  • Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

100-mission-statements examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates , like this example below:

Create a mission statement example: HubSpot Nonprofit Mission Statement Template

  • Life Is Good: To spread the power of optimism.
  • sweetgreen: Building healthier communities by connecting people to real food.
  • Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.
  • American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
  • Warby Parker: To inspire and impact the world with vision, purpose, and style.
  • InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
  • Honest Tea: To create and promote great-tasting, healthy, organic beverages.
  • IKEA: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them
  • Nordstrom: Offering customers the very best service, selection, quality, and value.
  • Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
  • Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
  • JetBlue: To inspire humanity – both in the air and on the ground.
  • Workday: Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.
  • Lowe's: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
  • Tesla: Accelerating the world's transition to sustainable energy.
  • Invisible Children: Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.
  • TED: Spread ideas, foster community and create impact.
  • Microsoft: To empower every person and every organization on the planet to achieve more.
  • Disney: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
  • Meta: Giving people the power to build community and bring the world closer together.
  • Vista Equity Partners: By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
  • Dunkin': Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

1. Life Is Good : To spread the power of optimism.

Best Missions Statement Examples: Life is Good

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Best Missions Statement Examples: sweetgreen's

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Best Missions Statement Examples: Patagonia

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Best Missions Statement Examples: American Express

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

Best Missions Statement Examples: Warby Parker

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We're constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've learned that it takes creativity, empathy, and innovation to achieve that goal." This further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

Company mission statement examples: InvisionApp

We love the way this statement is emphasized by bringing it back to InVision’s customers — top brands like Google, Zillow, and Slack — and linking to those stories. This mission statement is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Best Missions Statement Examples: Honest Tea's

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

8. IKEA : To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Offering customers the very best service, selection, quality, and value.

Best Missions Statement Examples: Nordstrom

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.

Best Missions Statement Examples: Cradles to Crayons

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

Best Missions Statement Examples: Universal Health Services

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

Best Missions Statement Examples: JetBlue

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.

Best Missions Statement Examples: Workday

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values. There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Lowe's : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes the best way to communicate is direct. Lowe's mission statement hones in on the who, how, what, and why behind this powerful home improvement brand.

It's also a great lesson in how the words and phrases you choose show your audience the force behind your mission. This mission statement begins with the word "together." So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

15. Tesla : Accelerating the world's transition to sustainable energy.

Best Missions Statement Examples: Tesla

A car company's punny use of the word "accelerating" is just one reason this mission statement sticks out. But Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.

Best Missions Statement Examples: Invisible Children

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to "end" violent conflict facing African families with local solutions. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas, foster community and create impact.

Best Missions Statement Examples: TED

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a succinct mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement starts with "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

18. Microsoft : To empower every person and every organization on the planet to achieve more.

company-mission-statements_32

Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

19. Disney : To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

company business plan statement

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Company mission statement examples: Metaa

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

21. Vista Equity Partners : By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Company mission statement examples: Vista Equity Partners

Some businesses sell a clear and easy-to-understand product or service. But many companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it's selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

22. Dunkin' : Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

Best Vision Statement Examples: Dunkin'

Dunkin’s mission goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's and all other dementia.

Best Vision Statement Examples: Alzheimer's Association

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this now incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Best Vision Statement Examples: Teach for America

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Help others realize the full potential of the internet.

Best Vision Statement Examples: Creative Commons

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren't the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions. Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

Best Vision Statement Examples: Australia Department of Health

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.

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LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the job they need.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: "When you eat better, you feel better. It’s that simple. That's why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey."

Food brands have a lot of competition, and this brand's broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

8. AllHere : Connecting All Families with the Right Support at the Right Time

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

This vision statement emphasizes that this challenge is bigger than individual habits. It's an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Best Vision Statement Examples: Southwest

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it's also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It's about education, awareness, and quality. And this vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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100 examples and templates of mission statements to help you build your own.

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

  • Where do we want the organization to go? 
  • What can we realistically achieve?
  • What problem does the organization intend to solve?
  • What are the changes we believe the organization can make for individuals? For the industry? 
  • How will things be different if the vision is realized?
  • What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

  • BBC: “To be the most creative organization in the world”
  • Disney: “To make people happy.”
  • Google: “To provide access to the world’s information in one click”
  • IKEA: “To create a better everyday life for the many people”
  • Instagram: “Capture and share the world’s moments”
  • LinkedIn: "Create economic opportunity for every member of the global workforce”
  • Microsoft: “To help people throughout the world realize their full potential”
  • Nike: “To bring inspiration and innovation to every athlete in the world”
  • Oxfam: “A just world without poverty”
  • Shopify: “To make commerce better for everyone”
  • Sony: "To be a company that inspires and fulfills your curiosity.”
  • TED: “Spread ideas”
  • Tesla: “To accelerate the world’s transition to sustainable energy”
  • Uber: “We ignite opportunity by setting the world in motion”
  • Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

  • Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
  • Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
  • Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
  • Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
  • IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
  • McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
  • Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
  • Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
  • Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
  • Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

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Mission statement examples: 16 of the best to inspire you

Mission statement examples 16 of the best to inspire you

  • 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

  • 4 times  more likely to purchase from the company
  • 4.5 times  more likely to recommend the company to family and friends
  • 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

  • Why does our company exist?
  • What value do our products or services bring to consumers?
  • What core beliefs guide our work?
  • What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

  • Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

Starbucks Mission Statement Example

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

The Honest Co - Mission Statement Example

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

Patagonia - Mission Statement Example

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

Microsoft - Mission Statement Example

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

Square - Mission Statement Example

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

Pinterest - Mission Statement Example

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

Target - Mission Statement Example

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

Southwest Airlines - Mission Statement Example

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

Spotify - Mission Statement Example

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

Google - Mission Statement Example

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

Nike - Mission Statement Example

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

CVS - Mission Statement Example

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

Harley Davidson - Mission Statement Example

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

Dove - Mission Statement Example

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

Livestrong - Mission Statement Example

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

TED - Mission Statement Example

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

  • Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
  • Values:  the core values that drive everyday decisions and behavior in the company.
  • Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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Create a form in Word that users can complete or print

In Word, you can create a form that others can fill out and save or print.  To do this, you will start with baseline content in a document, potentially via a form template.  Then you can add content controls for elements such as check boxes, text boxes, date pickers, and drop-down lists. Optionally, these content controls can be linked to database information.  Following are the recommended action steps in sequence.  

Show the Developer tab

In Word, be sure you have the Developer tab displayed in the ribbon.  (See how here:  Show the developer tab .)

Open a template or a blank document on which to base the form

You can start with a template or just start from scratch with a blank document.

Start with a form template

Go to File > New .

In the  Search for online templates  field, type  Forms or the kind of form you want. Then press Enter .

In the displayed results, right-click any item, then select  Create. 

Start with a blank document 

Select Blank document .

Add content to the form

Go to the  Developer  tab Controls section where you can choose controls to add to your document or form. Hover over any icon therein to see what control type it represents. The various control types are described below. You can set properties on a control once it has been inserted.

To delete a content control, right-click it, then select Remove content control  in the pop-up menu. 

Note:  You can print a form that was created via content controls. However, the boxes around the content controls will not print.

Insert a text control

The rich text content control enables users to format text (e.g., bold, italic) and type multiple paragraphs. To limit these capabilities, use the plain text content control . 

Click or tap where you want to insert the control.

Rich text control button

To learn about setting specific properties on these controls, see Set or change properties for content controls .

Insert a picture control

A picture control is most often used for templates, but you can also add a picture control to a form.

Picture control button

Insert a building block control

Use a building block control  when you want users to choose a specific block of text. These are helpful when you need to add different boilerplate text depending on the document's specific purpose. You can create rich text content controls for each version of the boilerplate text, and then use a building block control as the container for the rich text content controls.

building block gallery control

Select Developer and content controls for the building block.

Developer tab showing content controls

Insert a combo box or a drop-down list

In a combo box, users can select from a list of choices that you provide or they can type in their own information. In a drop-down list, users can only select from the list of choices.

combo box button

Select the content control, and then select Properties .

To create a list of choices, select Add under Drop-Down List Properties .

Type a choice in Display Name , such as Yes , No , or Maybe .

Repeat this step until all of the choices are in the drop-down list.

Fill in any other properties that you want.

Note:  If you select the Contents cannot be edited check box, users won’t be able to click a choice.

Insert a date picker

Click or tap where you want to insert the date picker control.

Date picker button

Insert a check box

Click or tap where you want to insert the check box control.

Check box button

Use the legacy form controls

Legacy form controls are for compatibility with older versions of Word and consist of legacy form and Active X controls.

Click or tap where you want to insert a legacy control.

Legacy control button

Select the Legacy Form control or Active X Control that you want to include.

Set or change properties for content controls

Each content control has properties that you can set or change. For example, the Date Picker control offers options for the format you want to use to display the date.

Select the content control that you want to change.

Go to Developer > Properties .

Controls Properties  button

Change the properties that you want.

Add protection to a form

If you want to limit how much others can edit or format a form, use the Restrict Editing command:

Open the form that you want to lock or protect.

Select Developer > Restrict Editing .

Restrict editing button

After selecting restrictions, select Yes, Start Enforcing Protection .

Restrict editing panel

Advanced Tip:

If you want to protect only parts of the document, separate the document into sections and only protect the sections you want.

To do this, choose Select Sections in the Restrict Editing panel. For more info on sections, see Insert a section break .

Sections selector on Resrict sections panel

If the developer tab isn't displayed in the ribbon, see Show the Developer tab .

Open a template or use a blank document

To create a form in Word that others can fill out, start with a template or document and add content controls. Content controls include things like check boxes, text boxes, and drop-down lists. If you’re familiar with databases, these content controls can even be linked to data.

Go to File > New from Template .

New from template option

In Search, type form .

Double-click the template you want to use.

Select File > Save As , and pick a location to save the form.

In Save As , type a file name and then select Save .

Start with a blank document

Go to File > New Document .

New document option

Go to File > Save As .

Go to Developer , and then choose the controls that you want to add to the document or form. To remove a content control, select the control and press Delete. You can set Options on controls once inserted. From Options, you can add entry and exit macros to run when users interact with the controls, as well as list items for combo boxes, .

Adding content controls to your form

In the document, click or tap where you want to add a content control.

On Developer , select Text Box , Check Box , or Combo Box .

Developer tab with content controls

To set specific properties for the control, select Options , and set .

Repeat steps 1 through 3 for each control that you want to add.

Set options

Options let you set common settings, as well as control specific settings. Select a control and then select Options to set up or make changes.

Set common properties.

Select Macro to Run on lets you choose a recorded or custom macro to run on Entry or Exit from the field.

Bookmark Set a unique name or bookmark for each control.

Calculate on exit This forces Word to run or refresh any calculations, such as total price when the user exits the field.

Add Help Text Give hints or instructions for each field.

OK Saves settings and exits the panel.

Cancel Forgets changes and exits the panel.

Set specific properties for a Text box

Type Select form Regular text, Number, Date, Current Date, Current Time, or Calculation.

Default text sets optional instructional text that's displayed in the text box before the user types in the field. Set Text box enabled to allow the user to enter text into the field.

Maximum length sets the length of text that a user can enter. The default is Unlimited .

Text format can set whether text automatically formats to Uppercase , Lowercase , First capital, or Title case .

Text box enabled Lets the user enter text into a field. If there is default text, user text replaces it.

Set specific properties for a Check box .

Default Value Choose between Not checked or checked as default.

Checkbox size Set a size Exactly or Auto to change size as needed.

Check box enabled Lets the user check or clear the text box.

Set specific properties for a Combo box

Drop-down item Type in strings for the list box items. Press + or Enter to add an item to the list.

Items in drop-down list Shows your current list. Select an item and use the up or down arrows to change the order, Press - to remove a selected item.

Drop-down enabled Lets the user open the combo box and make selections.

Protect the form

Go to Developer > Protect Form .

Protect form button on the Developer tab

Note:  To unprotect the form and continue editing, select Protect Form again.

Save and close the form.

Test the form (optional)

If you want, you can test the form before you distribute it.

Protect the form.

Reopen the form, fill it out as the user would, and then save a copy.

Creating fillable forms isn’t available in Word for the web.

You can create the form with the desktop version of Word with the instructions in Create a fillable form .

When you save the document and reopen it in Word for the web, you’ll see the changes you made.

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Transforming the Global Town Square

2023 was foundational for X, and 2024 will be transformational.

In 2023, we laid the groundwork for the global town square, and in 2024, that vision will come alive. On the one-year anniversary of acquisition, we shared our progress and the unstoppable momentum we've gained . Now, we can look back and be proud of what we've achieved and the values we stand for. X is not just another app – it's becoming the everything app, seamlessly uniting experiences into one interface, for everyone.

We’re proud of what we’re creating. In the last year...

  • We made free expression a core platform value and evolved our content moderation strategy to support that. 
  • We doubled down on Community Notes to improve the accuracy and balance of information people are getting on X. Currently, we have over 320k contributors spanning 65 countries, and since December, Notes have been viewed over 50 million times daily on average
  • We made significant improvements to the X user experience , including a suite of new products and features that provide our community with new ways to create and connect on X. 
  • X is now a video-first platform , with people watching video in 8 out of 10 user sessions. 
  • We launched a new surface: Immersive Video, which now has over 100 million daily users – more than half of whom are Gen Z, the fastest growing audience on X.
  • We enabled long-form video uploads. In December alone, people watched 130 years’ worth of videos 30 minutes or longer.
  • We launched new features like audio and video calling and are seeing average call length of 10 minutes, as well as capabilities like X Hiring, with 750k active jobs now live on X in just 6 months
  • We improved existing products like Spaces through infrastructure upgrades that sparked almost 30 million different conversations last year. 
  • We also expanded on the pilot of Communities , which are now live in all English-language countries and Japan, and available globally. We observe users spending over 300 million minutes on Communities every day, with over 350k communities and around 650k posts created daily.
  • We introduced the world to Grok , a new AI search assistant developed by xAI. Grok benefits from real-time access to our unique and powerful data source, the global public conversation on X. Plus, Grok has a sense of humor.
  • We invested in creators , enabling more economic opportunity across the town square. We've paid over 80,000 creators through our ads revenue sharing program in less than a year.
  • We made advertising on X more relevant and impactful by bringing our organic and ads algorithms closer together, while launching new products and content partnerships to help advertisers drive full-funnel outcomes. Through these changes, we have seen a 22% increase in total ad engagements.
  • We delivered a suite of new brand safety solutions - shipping more products in 3 months than in the prior 3 years – and setting the bar with industry peers on how to deliver brand safe advertising in feed environments.

There is no substitute for the people or power of X

X continues to be the top platform for curious and influential people worldwide, who use it daily to follow their passions, especially during important moments. We saw various cultural events and movements that showcased the irreplaceable nature of X and the unwavering loyalty of our lively communities, such as Barbenheimer, the OpenAI saga, Nicki Minaj's "Gag City," and Shohei Ohtani's "not here" meme. By combining a public, live platform with the most engaged and influential users, we create a strong force for change.

From foundational to transformational

Here are just some of the areas we’re focused on for our business partners as we head into this new year:

  • We will increasingly power the X user and advertising experience through Artificial Intelligence — from enhancing search and improving ads to fueling a new level of customer understanding, and more.
  • We will launch peer-to-peer payments , unlocking more user utility and new opportunities for commerce, and showcasing the power of living more of your life in one place.
  • We will continue to show you more relevant and important content by enhancing our innovative See Similar Posts feature, powered by xAI. The upcoming See Dissimilar Posts enhancement will empower users to explore content that aligns with their interests or challenges their perspectives based on their past activity, improving the quality and balance of information they receive.
  • We will continue to invest in creators and content partnerships that attract new users and fuel advertising.
  • We will strengthen our full-funnel ads offering through the core pillars of video, performance, and brand safety. 
  • We will continue to partner with industry leaders to bring you more brand safety capabilities and verification through our partnership with Integral Ad Science . 
  • We will create more original content and bring in more talent with some of the most interesting and engaged people on X.

X is set to revolutionize 2024 with groundbreaking products and services that will reshape how we connect, communicate, and transact. Our unwavering dedication to people, partners, and communities drives our mission to improve and innovate, boldly venturing into uncharted territory while remaining in tune with our community's needs. 

Get ready for an exciting journey into the future of X!

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COMMENTS

  1. Write your business plan

    Executive summary Briefly tell your reader what your company is and why it will be successful. Include your mission statement, your product or service, and basic information about your company's leadership team, employees, and location. You should also include financial information and high-level growth plans if you plan to ask for financing.

  2. The 28 Best Mission Statement Examples (+Templates to Write Yours)

    Kristen McCormick Last Updated: January 11, 2024 | Copywriting , Marketing Templates Home — Blog — The 28 Best Mission Statement Examples to Help You Write Yours (+Template!) Every business sells something. Every business is unique. And every business wants to put its best foot forward both in the physical world and online.

  3. How To Write A Business Plan (2024 Guide)

    Describe Your Services or Products. The business plan should have a section that explains the services or products that you're offering. This is the part where you can also describe how they fit ...

  4. How to Write a Company Overview for a Business Plan

    That includes: Your company name: This should be the official name of your business, exactly as it is written when you registered your business with the state. Business structure: Your reader will ...

  5. 24 of My Favorite Sample Business Plans & Examples For Your Inspiration

    This is a fantastic template for an existing business that's strategically shifting directions. If your company has been around for a while, and you're looking to improve your bottom line or revitalize your strategy, this is an excellent template to use and follow. 5. BPlan's Free Business Plan Template.

  6. Business Plan Executive Summary Example & Template

    A business plan is a document that you create that outlines your company's objectives and how you plan to meet those objectives. ... State the company's mission statement and provide a few ...

  7. Business Plan

    Start Free Written by CFI Team What is a Business Plan? A business plan is a document that contains the operational and financial plan of a business, and details how its objectives will be achieved. It serves as a road map for the business and can be used when pitching investors or financial institutions for debt or equity financing.

  8. 550+ Sample Business Plan Examples to Inspire Your Own

    Need help writing your business plan? Explore over 550 industry-specific business plan examples for inspiration. Go even further with LivePlan, which harnesses AI-assisted writing features and SBA-approved plan examples to get you funded. Find your business plan example Accounting, Insurance & Compliance Business Plans Accounting Compliance

  9. How to Write a Business Plan, Step by Step

    Learn about the best business plan software. 1. Write an executive summary. This is the first page of your business plan. Think of it as your elevator pitch. It should include a mission statement ...

  10. Examples of Company Overviews in a Business Plan

    The company summary in a business plan provides an overview containing a description of your company at a high level. A company summary might include your mission statement, goals, target market, products, and services, as well as how it stands out from competitors.

  11. 15 Mission Statement Examples For Your Business

    1. Explain what your business does In simple terms, write down exactly what your business does, offers or provides. Include how you solve a problem and why you bring value. 2. Describe how you...

  12. How to create a business plan: A complete guide to writing your company

    The amount you owe unpaid invoices. Your balance is the difference between your assets total and your liabilities total. Profit and loss statement. Use the figures from your sales forecast, expenses and cash flow statement to forecast how much you expect in profit and losses for your first three years in business.

  13. How to Write a Mission Statement + 10 Great Examples

    It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you're explaining what you do and why you do it within a mission statement. Depending on the focus of your business, your mission statement may be even broader.

  14. 7 Business Plan Examples to Inspire Your Own (2024)

    7 business plan examples: section by section The business plan examples in this article follow this example template: Executive summary. An introductory overview of your business. Company description. A more in-depth and detailed description of your business and why it exists. Market analysis.

  15. Business Plan Financial Templates

    Income Statement Templates for Business Plan Also called profit and loss statements, these income statement templates will empower you to make critical business decisions by providing insight into your company, as well as illustrating the projected profitability associated with business activities.

  16. A Quick Guide to How to Write a Company Overview for Your Business Plan

    Review with your Team. Writing a business plan is a collaborative activity. Brainstorm with your team to create a compelling narrative for your company summary. During the session, pick everyone's brain to get unique ideas and then leverage their feedback and fill in the different sections of your company overview.

  17. How To Write a Vision Statement: Steps & Examples [2023] • Asana

    Free business plan template Vision statement vs. mission statement. While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement. The mission statement describes what your company does in the present.

  18. How to Develop Your Company's Purpose Statement

    1. Distinguishes Your Business from Competitors One important role of your purpose statement is to define what makes your company unique. After all, your competitors might be able to replicate your product or service, but they'd be hard pressed to duplicate your unique purpose. People can be genuinely inspired if your company has a solid purpose.

  19. 6 Best Mission Statement Examples for Your Business Plan

    6 Best Mission Statement Examples for Your Business Plan Upmetrics AI Assistant: Simplifying Business Planning through AI-Powered Insights. Learn How 6 Top Mission Statement Examples For Your Business Plan Free Mission and Vision Statement Templates Download Template Aayushi Mistry December 11, 2023 4 Min Read

  20. How to Write a Cleaning Service Business Plan

    The 8 elements of an effective cleaning service business plan. 1. Executive summary. The executive summary is a broad overview of your plan. Without going over one to two pages, outline all of the components of your cleaning service business. Include a mission statement in your executive summary.

  21. Sample Cleaning Service Business Plan

    This indicates a substantial market size and highlights the demand for professional cleaning services across the country. Furthermore, the market is expected to grow at a compound annual growth rate (CAGR) of 6.2% from 2021 to 2028, reaching a projected value of $74.3 billion.

  22. 32 Mission and Vision Statement Examples That Will Inspire Your Buyers

    5. Make sure it's clear, concise, and free of fluff. Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve.

  23. 22 vision statement examples to help you write your own

    This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements: BBC: "To be the most creative organization in the world". Disney: "To make people happy.".

  24. How To Write a Business Purpose Statement (With Examples)

    1. Research the current market and identify gaps To angle your business statement according to the right audience, you need to research and understand current market needs. Consider how your business solves existing problems or provides products or services that address customer desires.

  25. Mission statement examples: 16 of the best to inspire you

    Magic. A mission statement is one of the most important documents in your company's arsenal, but it's also one of the most difficult to craft. We've gathered 16 of the best company mission statement examples to help get your creativity flowing.

  26. Create a form in Word that users can complete or print

    In Word, you can create a form that others can fill out and save or print. To do this, you will start with baseline content in a document, potentially via a form template. Then you can add content controls for elements such as check boxes, text boxes, date pickers, and drop-down lists. Optionally, these content controls can be linked to ...

  27. Transforming the Global Town Square

    2023 was foundational for X, and 2024 will be transformational. In 2023, we laid the groundwork for the global town square, and in 2024, that vision will come alive. On the one-year anniversary of acquisition, we shared our progress and the unstoppable momentum we've gained. Now, we can look back and be proud of what we've achieved and the ...

  28. Macy's, Inc. Announces Receipt of Director Nominations from Arkhouse

    NEW YORK--(BUSINESS WIRE)-- Macy's, Inc. (NYSE: M) announced today that its Board of Directors (the "Board") has received notice from Arkhouse Management Co. LP ("Arkhouse") that it has nominated nine individuals to stand for election to the Macy's, Inc. Board of Directors at the Company's 2024 Annual Meeting. Macy's, Inc. issued the following statement: