what is mission in business plan

How to Write a Mission Statement + 10 Great Examples

16 min. read

Updated May 10, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

• What is a mission statement?

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. 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. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering 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.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

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

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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How to Write the Perfect Mission Statement (With Examples)

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Developing a mission statement is a lengthy process that involves the input of team members who fully understand your business, employees, customers, industry, and the products and services your company provides.

Once completed, your organization can share its mission statement so consumers, employees, investors and other stakeholders know precisely what your organization does (or doesn’t do), what it values and why it exists. Often a mission statement can help clarify an owner’s ideas about their business’s “whats” and “whys.”

We’ll explore mission statements, why companies need them, and how to craft the perfect mission statement for your organization. 

What is a mission statement?

A mission statement is a declaration of what your company does and why it exists. This message is designed for internal and external audiences; it should ignite interest in the organization as it builds its brand .

The best mission statements have two primary objectives: 

• Educate: Mission statements educate by sharing what the organization does, how it does it and why.
• Inspire: If it’s a well-written mission statement, its second objective is to inspire. The best mission statements energize people to learn more about the brand and become supporters.

How to create a mission statement

When creating your mission statement, you’ll need to understand its essential components and ask probing questions to define precisely what your organization does and how. Finally, you’ll need to outline your organizational mission so it’s clear to everyone reading it. 

1. Include three essential components. 

According to Chris Bart, a retired professor of strategy and governance at McMaster University, a well-written mission statement has three essential components. Address each of these components when creating your mission statement:

• The business’s key market: Who is your customer base ? What industry does your business serve?
• The company’s contribution, or “what”: What product or service does your business offer? How does it better your local community or humanity?
• Distinctions between your solution and competing ones: What makes your product or service unique? Why should your audience buy your product over the competition’s?

2. Dig deeper to uniquely portray your business. 

While incorporating the essential elements, ask yourself – and your team – probing questions to truly understand who your business serves, what your organization does and how it works. Here are some questions to start with:  

• Why do we exist?
• What do we do?
• How do we use our products – or services – to achieve our goals?
• Who do we serve?
• How do we serve them?
• What do we do better than anyone else?
• What differentiates us from our competitors?
• How do our customers describe us?

3. Define your organizational mission. 

Creating an accurate, inspiring mission statement isn’t purely a philosophical exercise. It has to be practical, too. A mission statement must make sense to those who read it, whether they know about your organization or not.

Keep these four tips in mind as you define your organizational mission:

• Make the connection obvious: People unfamiliar with your company who read your mission statement should come away with a clear, concise understanding of what your organization does and why it exists.
• Be brief, yet informative: Keep the statement under 25 words. If it’s longer, people won’t read it or remember your company.
• Talk to stakeholders: Before finalizing your mission statement, speak to as many stakeholders as possible to see if it makes sense to them. Encourage feedback by seeking out board members’, long-time customers’ and trusted vendors’ opinions.
• Develop a long-term mission: This may be one of the more challenging aspects of writing a mission statement because defining what your organization is about today can be easier than providing predictions. However, you can update your long-term goals as  events and changes occur. 

Avoid common mission statement mistakes

Since your mission statement helps define your business, getting it right is crucial. Avoid these typical mistakes: 

• Using elaborate language: Avoid the pitfalls of “fancy” writing and using ambiguous words. Aim for clarity and brevity, and don’t make your mission statement overly formal. You want people to relate to it, not misunderstand it.
• Failing to update your statement as your business evolves . Revisit your mission statement over time to ensure it still resonates with your company’s current purpose. While it may seem like a clear, concise mission statement should cover all your bases – like any business-defining feature – it must also evolve as your business grows.

What do effective mission statements have in common? 

Effective mission statements are succinct and thoughtful.  

• Succinct: The more succinct your mission statement, the more likely it will resonate with audiences. A lengthy mission statement that’s challenging to remember can fall flat. A good test to see if your mission statement hits the mark is if your employees can recite it. For example, the mission statement of media organization TED, famous for its TED Talks, is “Spread ideas.” In two short words, TED outlines what it does and why people might be interested in learning more about it.
• Thoughtful: Other companies take a more creative, thoughtful approach. LEGO, whose mission statement, “Inspire and develop the builders of tomorrow,” clearly defines what the company does – inspire and develop – and who its target customers are – the builders of tomorrow. In 2009, LEGO’s CEO Jørgen Vig Knudstorp said, “We make very clear the values we promise everyone we interact with – whether they are colleagues, partners in retail, the wider community, or – most important of all, of course – the children we deeply care for.” Its mission is woven through the entire organization, which is when mission statements come to life.

When companies don’t have well-constructed mission statements (or any mission statement), customers, potential customers and the public are forced to identify for themselves what the company is and why it exists.

What’s the difference between mission and vision statements?

Mission statements and vision statements are both crucial, but they have different objectives. A mission statement is focused on today, while a vision statement is focused on the future – what you want to become and how you want to impact people. 

Here are some questions that will define your vision statement:

• What are the organization’s goals and dreams?
• What will the world look like if we are successful?
• What problem(s) is the organization solving for the greater good?
• Who and what are we inspiring to change over the long term?

To help understand how mission statements and vision statements differ, compare Airbnb’s mission and vision statements.

• Airbnb’s mission statement: “Belong anywhere.” This mission statement is short and to the point. The message conveys that you can stay anywhere in the world and feel included when doing business with Airbnb.
• Airbnb’s vision statement: “Tapping into the universal human yearning to belong – the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.” This message taps into a larger picture of what a future could look like when the global community imbues Airbnb’s philosophy.

Examples of effective mission statements

Here are examples of effective mission statements from well-known brands. These mission statements briefly define the organization, its purpose and its impact on humanity:

• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
• JetBlue: “To inspire humanity – both in the air and on the ground.”
• Warby Parker: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious business.”
• Tesla: “To accelerate the world’s transition to sustainable energy.”
• LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
• Microsoft: Early days: “A computer on every desk and in every home.” Now: “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.”
• Ford: “To help build a better world, where every person is free to move and pursue their dreams.”

Finding your mission statement language

To get started, start tossing around words with trusted stakeholders. However, remember that you’re not looking for what “sounds good” as much as gaining clarity about what your business does. Brainstorm with others in low-stake sessions and see what language resonates with your brand. 

Remember that sounding good is important, but first you must define yourself. If your mission statement includes a nod to your business’s philosophy, values and culture of ethical behavior , the more benefits you’ll reap.

As with any other business plan or project, you may need to explore dozens of ideas before landing on your best fit. 

Patrick Proctor contributed to the writing and reporting in this article.

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What is a Mission Statement?

Learn what makes a Mission Statement unique, and how to write one. Includes frequently asked questions about Mission Statements.

Updated on March 4th, 2022

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A mission statement is a brief description of why a company exists. It states the goal of the organization and describes the nature of the product or service. Every company should have a mission statement to show its purpose. In order to reveal the goals of an organization, the mission statement should articulate what the business does, how it operates, and why the business does what it does.

Mission Statement Template - Free Download

Download our Mission Statement Template in Microsoft Word format.

How to Write a Mission Statement:

1. define your business's purpose..

It's crucial for a business to share the value of its products or services. In this step, describe what the company does for its customers, discuss the problems it solves or the needs or wants it fulfills, and how it does this.

For Example:

"The purpose of my business is to provide accounting services to customers in remote areas through our reliable video conferencing and secure file sharing solutions."

This example includes what the business offers, describes its value, and mentions a problem and how the business can solve it.

2. State what the company does for its employees.

A mission statement must incorporate what the business offers to its employees. This step includes a brief outlook of the qualities and culture of the company. Depending on the type of company you have, your company could provide multiple products or services. However, because mission statements are very brief, only include 1-3 qualities.

"At [company name], we ensure our employees have access to fair compensation, creative workspaces that encourage teamwork, and a wide variety of growth opportunities."

This example mentions at least three qualities or opportunities provided by the company.

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3. Describe the company's goals and objectives.

The whole purpose of a mission statement is to mention what your company strives to achieve and deliver, whether it's excellent customer service or superior quality. This step should reveal what the company desires for its future. It specifies what should be done to achieve the mission. Goals and objectives should be measurable and realistic.

"[Company name] strives to always deliver high-end quality products and excellent customer service."

4. Be specific and brief.

Be mindful not to use jargon as it may be ineffective, making it difficult to remember. When writing your mission statement, be concise by keeping it straight to the point.

How many characters should a mission statement have?

This depends on your business. We recommend a character limited of between 140 and 450. However, many medium to large-sized businesses, mainly in the corporate industry, opt for lengthy and more detailed mission statements.

10 Mission Statement Examples:

Mission statement vs. vision statement:.

Businesses often combine their mission and vision statements to create a full statement about the business's long-term objectives, values, and overall purpose. However, the two statements are not the same thing. A mission statement is a concise and short description that defines a business's goals and it's strategy for reaching these goals. A vision statement refers to the business's desired future position in the industry or community it's trying to grow in.

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Sep 17, 2023

What is a good mission statement?

A good mission statement should be inspiring and reveal the values of the company. The most effective mission statements reflect the company's culture and assist in leading it into the future.

How do you write a mission statement?

• Summarize the company's purpose .
• Discuss what it does for its customers and employees .
• Describe the company's goals and objective .
• Be concise .

What are the 3 parts of a mission statement?

The three components of a mission statement include the purpose, values, and goals of the company.

What are the 9 components of a mission statement?

• How the company will benefit customers.
• Products or services on offer.
• Geographical markets in which you operate.
• Commitment to growth and financial survival.
• Core values of the company.
• Strengths and competitive advantages.
• Social and environmental responsibility.
• Treatment of employees.

How long should a mission statement be?

A mission statement should be between 2 and 4 sentences, and should not exceed 100 words.

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How to write an effective mission statement (with free template)

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

What is a mission statement?

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

“To build the web’s most convenient, secure, cost-effective payment solution.” 

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

“To organize the world’s information and make it universally accessible and useful.” 

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

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What Is a Mission Statement?

• How It Works

Drafting a Mission Statement

Displaying a mission statement.

• Advantages and Disadvantages
• Other Statements

The Bottom Line

• Small Business
• How to Start a Business

Mission Statement: How It Works and Examples

Investopedia / Joules Garcia

A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being. The statement is generally short, either a single sentence or a short paragraph.

Key Takeaways

• A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being.
• It is usually one sentence or a short paragraph, explaining a company's culture, values, and ethics.
• Mission statements serve several purposes, including motivating employees and reassuring investors of the company's future.
• To craft a mission statement, consider how your company impacts customers, donors, investors, or your community and why you strive to help these parties.
• A mission statement might slightly overlap other marketing content, but it is different from a vision statement, value statement, brand, or slogan.

How a Mission Statement Works

Mission statements serve a dual purpose by helping employees remain focused on the tasks at hand, and encouraging them to find innovative ways of moving toward increasing their productivity with the eye to achieving company goals.

A company’s mission statement defines its culture, values, ethics, fundamental goals, and agenda. Furthermore, it defines how each of these applies to the company's stakeholders —its employees, distributors, suppliers, shareholders, and the community at large. These entities can use this statement to align their goals with that of the company.

The statement reveals what the company does, how it does it, and why it does it. Prospective investors may also refer to the mission statement to see if the values of the company align with theirs. For example, an ethical investor against tobacco products would probably not invest in a company whose mission is to be the largest global manufacturer of cigarettes.

It is not uncommon for large companies to spend many years and millions of dollars to develop and refine their mission statements. In some cases, mission statements eventually become household phrases.

Mission statements aren't just for small or large companies. Many successful individuals, professionals, and investors have taken the time to craft a personal mission statement. These personal mission statements often incorporate the financial, professional, spiritual, and relational aspects of life. This, in turn, helps an individual maintain a healthy work/life balance that increases their personal achievement in all of these areas.

While it may be difficult to narrow down the focus of your company in a single statement, here are some tips to help you write a good mission statement.

• First, outline what your company does. This may be a good you produce or a service you provide to your customers —whatever makes your business run.
• Next, describe the way in which your company does what it does. Instead of being technical—that's not the point here—think of what values go into the core of your business. Maybe you value quality, customer service, or being sustainable. Alternatively, you may foster creativity and innovation in your business. These are key points to outline in your mission statement.
• Finally, include why you do what you do in your mission statement. This is key. It helps you stand out as a business, highlighting what sets you apart from the others in your industry. Remember to keep the mission statement short and to the point.

After you've drafted it, remember to look it over, edit it, and have someone else give it a once over. After you've approved it, you'll need to find a way to incorporate it wherever you can. In addition, be mindful to periodically review your mission statement. Although it's never ideal to constantly pivot your image and change your mission statement, your company may outgrow or shift directions resulting in the need of a new statement.

A company’s mission is its identity, and its vision is its journey to accomplishing its mission. A company should take as long as it needs to craft the right statement to describe its mission.

Once a mission statement is crafted, it's up to the company to make it publicly known. A mission statement only holds value if it is shared with existing and potential customers, vendors , donors, or employees.

Because a company's mission statement is often pretty short, it is easy to incorporate into marketing material. A mission statement should always be found somewhere on a company's website. In addition, it can also be used in marketing documents. A company may solicit employees to incorporate adding its mission statement as part of a company-wide standard e-mail signature block.

A mission statement is also a perfect "elevator pitch" sentence that key members of your company should know. Because it's so brief, it is easy to memorize. In addition, it's a perfect introduction for someone who has never heard of your company or wants to know more. Whether it's at a networking event, social gathering, or bus ride to work, a mission statement is an easy way to captivate a stranger's interest in your company should they ask what your company does.

Advantages and Disadvantages of Mission Statements

Companies can benefit from having a mission statement. First, it outlines a company's goals and position in the industry for its customers, competitors, and other stakeholders. It also helps the organization focus and stay on track to make the right decisions about its future.

Furthermore, the mission statement helps clarify a company's purpose. With a mission statement, a company's customers and investors can rest assured that the company is fully committed to achieving its goals and maintaining its values. It is also useful to guide and motivate employees, keeping them in line with the company's values.

Last, a mission statement adds validity to an organization. From the outside looking in, a mission statement demonstrates that a company has considered the big picture and the major goals it wants to accomplish. It demonstrates thoughtful leadership, reputability, and inspiration to potential investors, employees, or donors.

There are drawbacks to having a mission statement. Mission statements may sometimes be very lofty and far too unrealistic, which can distract employees from the company's goals. Management may become too distracted with high-level targets that shorter-term, necessary steps to get there become neglected.

Even though a mission statement is short and concise, it may take a lot of time and money to develop. The resources spent on a bad mission statement could be better spent elsewhere, creating an opportunity loss . The difficulty of crafting such a concise statement is many parties often have ideas, and there's not room for many of them. After the bulk of the work has been done, companies may struggle with "wordsmithing" or simply rearranging words instead of trying to generate value.

Last, by publicly announcing to the world the company's mission, some people on the outside (or even the inside) may disagree with the mission. In the examples below, some individuals may be skeptical of alternative sources of energy and may be scared away when learning of Tesla's mission statement. A mission statement doesn't give much opportunity for a rebuttal to clarify or further explain what a company is all about.

A mission statement is not required, though it may be a grant application for a nonprofit or asked for by an interested investor of a company.

Mission Statement Examples

Mission statements vary considerably from company to company. The following examples are the mission statements of some of the world's largest companies:

• Nike ( NKE ): "To bring inspiration and innovation to every athlete* in the world."
• Walmart ( WMT ): "We save people money so they can live better."
• Starbucks ( SBUX ): "With every cup, with every conversation, with every community - We nurture the limitless possibilities of human connection."
• Tesla ( TSLA ): "To accelerate the world's transition to sustainable energy."
• JP Morgan ( JPM ): "We aim to be the most respected financial services firm in the world."

Mission Statements vs. Other Statements

A mission statement is often confused or grouped with other types of organizational statements. Here are some other types of content and how they vary from a mission statement.

Mission Statement vs. Vision Statement

A company’s mission statement differs from its vision statement. While the mission statement remains unchanged for the most part and represents who the company is or aspires to be for the entirety of its existence, the vision statement can change. The latter outlines what the company needs to do to remain the way it has presented itself to be. In effect, a company’s mission is its identity, and the vision is its journey to accomplishing its mission.

Mission Statement vs. Value Statement

A company's value statement is also centered around a company's core principles and philosophy. However, it is more direct in guiding how decisions will be made and what will impact the daily culture of the organization. A value statement often includes actionable direction such as "taking ownership", "acting ethically", "doing what is right", or "being transparent." Whereas a mission statement describes the highest level of purpose, a vision statement starts to describe how that purpose will be achieved.

Mission Statement vs. Company Goals

A company's goals or business plan may be publicly disclosed or kept private/internal. In general, a company's goals are often even more specific, potentially referring to specific business lines, growth percentages, geographical regions, or new initiatives. While a mission statement often does not mention a specific aspect of the business, company goals are often measurable relating to departments or products so a company can track progress. A company's mission statement should drive the goals that are set.

Mission Statement vs. Brand

A brand is an suite of elements that encompasses a company's identity. This includes its marketing materials, engagement in community events, reviews from current and former employees, and its logo presence. A company's brand is also shaped by its mission statement. Though a small component, a mission statement helps customers, employees, and investors form an opinion of a company.

Mission Statement vs. Slogan

A slogan is a very brief, often memorable phrase that people primarily outside of your company can remember. Utter a great slogan such as "Just Do It" can invoke memories, commercials, logos, brand ambassadors, and emotions through a successful ad campaign . Although a mission statement is brief, it is longer and relatively more detailed compared to a slogan. A mission statement isn't meant to necessarily be catchy; it's meant to be informative and useful for guiding high-level decisions. Alternatively, a slogan is a very pointed marketing phrase used to be memorable even if it is less informative.

A mission statement is a brief description of the overarching meaning of the company or nonprofit. A mission statement does not explain what a company does or how it does it. It attempts to succinctly explain why a company exists and what its purpose is.

What Is an Example of a Mission Statement?

Microsoft's mission statement is: "Our mission is to empower every person and every organization on the planet to achieve more."

What Is in a Good Mission Statement?

A good mission statement is concise. It should be limited to one sentence, though it shouldn't be too limiting as it should encompass the entire company's purpose. A good mission statement also focuses on the long-term goal it wishes to deliver to customers.

How Do You Write a Mission Statement?

There's no single best way to come up with a mission statement. In general, the mission statement writing process should start with considering what a business does for the customers, employees, and general public. It's often best to begin by collecting more content than needed, then later refining the mission statement into a single sentence.

One method of brainstorming ideas of a mission statement is to think about personal experiences from the company. This could also include soliciting ideas or memories from employees. Instead of focusing directly on the narrow business element of your company, embrace the broader aspect. For example, Microsoft did not craft its mission statement around delivering Windows '98. Rather, it crafted its mission statement around the possibilities it presented through its product.

A mission statement is a simple and brief description that encompasses the purpose of a company defining its culture, goals, and values. It helps customers, employees, and investors have a clear vision of the company's top priorities. A good mission statement can also motivate employees and help them stay focused, as well as reassure investors of the company's future.

Nike. " What is Nike's Mission? "

Walmart. " History ."

Starbucks. " Message from Starbucks ceo: A Revitalized Mission for Our Limitless Future ."

Tesla. " About Tesla ."

JP Morgan. " About Us ."

Microsoft. " About Us. "

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How to Write a Mission Statement (Definition & Examples Included)

Table of Contents

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

“To empower every person and every organization on the planet to achieve more.”

“To organize the world’s information and make it universally accessible and useful.”

3. Facebook

“To give people the power to build community and bring the world closer together.”

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

“To connect the world’s professionals to make them more productive and successful.”

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

8. Patagonia

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

“We work hard every day to make American Express the world’s most respected service brand.”

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

“To build the web’s most convenient, secure, cost-effective payment solutions.”

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

“Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners.”

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“To create a better everyday life for the many people.”

“To bring inspiration and innovation to every athlete in the world.”

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

2. What Is the Difference Between a Mission Statement and a Vision Statement?

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

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More Like this

52 mission statement examples that rock + free mission guide.

In this article, we will define ‘what is a mission statement’, briefly highlight the essentials of creating a strong mission statement and show you some of the best mission statement examples from top organizations around the world.

What is a mission statement and its purpose?

Remember that a mission statement explains why your organization exists . It is a foundational element of your plan that establishes your core purpose and who you serve! A great mission statement stands the test of time, guiding more temporary and time-specific goals and plans. This, paired with a bold vision statement will serve as a strong foundation to your strategic plan.

For a mission statement to provide clarity, we recommend writing it with concrete language. We recommend avoiding abstract fluff that might sound good on the surface but does not help your team understand the “why” behind their work. We also recommend writing it in the present tense. This differentiates it from a vision statement, which is focused on the future. A mission statement should be timeless (or as close to it as possible). Writing it in the present tense helps capture that.

What are the benefits of a mission statement?

When it comes to strategic planning for your organization, you can’t underestimate the importance of having a clear and concise mission statement. Not only does it help provide direction and focus for your team and tells your customer base and community who you are and what you stand for. A well-crafted mission statement is the foundation for your overall strategy and decision-making.

By outlining your mission statement, you’re laying the groundwork for everything that follows. You’re setting the tone for your vision for your organization and the values you want to uphold. That can be a powerful tool for making decisions and setting priorities for the company’s future.

So, if you haven’t already drafted a mission statement, now is the time to start! It may take some time and thought, but the benefits will be well worth it in the long run.

What makes a great mission statement?

OnStrategy strongly believes in creating a mission statement that speaks to who you are and why you exist as an organization. We believe great mission statements should be audacious, motivating, and memorable.

This is because, as we’ve stated before, your mission statement reflects the best of you and serves as the foundation of your business or organization. Mission statements boldly state why you exist and do what you do – not only for your team and those doing the work but for your community and customers whose support you’re striving to capture.

We’ve crafted a mission statement cheat sheet that outlines the four criteria that every mission statement should meet:

• Your mission statement should be foundational
• Your mission statement should be original
• All mission statements should be memorable
• And bonus points if your mission statement is something you’d want represented on a t-shirt!

Pulling Together Your Mission Statement with the Help of OnStrategy’s Cheat Sheet [With Examples]

Check out our mission statement cheat sheet below for a downloadable guide to build your mission statement.

Video Transcript – How to Write a Mission Statement- The Virtual Strategist

Hi, my name’s Erica Olsen. Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWAT and before you go into the rest of your planning process. It’s foundational because it answers the question, why do we exist?

It (a mission statement) clearly explains the space that we play and what’s in and what’s out of what we do, and it’s not where we’re going, which is vision. So let’s break it down. We use this example to explain the components of a mission statement. We use this checklist to talk about what makes a good mission statement, and we’ll walk through a simple process to create yours.

So let’s jump in. The example we have up here is Google’s, and we love using Google’s, Google’s examples because they’re, they’re great and why not [00:01:00] borrow from the best? So starting with our mission, I’d like to start it with our mission cuz it gives us a place to, to go and keeps us thinking about mission.

You might get rid of it later, but start it there. Uh, it has a verb with present tense to organize. We explain what we do, organize the world’s information for whom, in this case, the world, and what’s the benefit to us existing? What’s the benefit to the world to make? Information universally accessible and useful, really straightforward.

We know mission statements are not that easy to write, so here’s a checklist to make sure that yours is great. Starting with it needs to be original. This is really clearly original to Google. They didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement or company vision statement. If it sounds like Google’s mission statement, so make sure yours is original.

It’s foundational. I already mentioned that, but you don’t wanna change it. All the time. Maybe a few word tweaks, but ideally [00:02:00] not. You want a mission statement that sustains over time, so it needs to be foundational. Connect with staff a great mission statement, and you know, yours is great. When every single staff member wakes up in the morning and knows that their purpose and the reason they come to work every day is expressed in your mission statement, and to do that, it needs to be memorable.

Memorable means short and concise, and of course, that’s the balance to strike with a great mission statement. So here’s your litmus test. It needs to fit on a T-shirt, and your staff would wear it if it achieves those two goals. You know, you’ve got a great mission statement, so how do you write one?

Sometimes it can be hard, so it’s great to get input or ideas from your organization. So gather staff input if you’d like, via survey or maybe focus groups. Take all that information, synthesize it down, and create a couple of versions. You can do it yourself. Or use one of those folks in your organization who loves to copyright and have them write a [00:03:00] couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not, uh, go in all kinds of different directions and spend forever doing mission statement development. With that, I hope this helps you write yours. [00:03:21] Thanks for tuning in.

If you want to learn more on determining what is a mission statement that’s effective and how to write a mission statement that inspires, check out our guide!

Anatomy of an Effective Mission Statement

A mission statement is a powerful way to tell your board members, team and your customers who you are and why you exist – ideally in two sentences or less! Your company’s mission statement describes, essentially, your company’s core values and company’s purpose for existing today.

Maybe your organization believes that your business exists to provide outstanding customer service to all who walk through your door. Your employees will now know that your company’s identity revolves around providing the best customer service possible.

This process of creating a compelling mission statement may feel daunting, but don’t worry! By following our simple anatomy of a mission statement, you can easily put one together that truly defines your mission and purpose.

Every mission statement must have these five basic elements:

• A label such as, “Our mission…”
• A verb in the present tense.
• For whom you’re doing this for.
• A result or benefit of the work you do.
• What you do and how you do it.

For example, yours may end up looking like this: “Our mission is to make our clients successful by merging remarkable digital design and goal-focused usability.

Read our free canvas and guide for a deeper dive into the topic!

Mission Statement Versus Vision Statement Versus Values Statement: What’s the difference?

Vision statement.

A vision statement describes your clear vision of the future; your ambitions. Vision statements clearly state what your organization looks like in the future. Vision statement focuses on the big picture outcome, usually 5+ years in the future. [Check out our vision statement examples here. ]

Mission Statements

A good mission statement clearly explains why you exist and what your organization’s purpose for existing is. A company mission statement also expressly states who you serve and how potential customers benefit from your work.

Values Statements

Values statements are an expression about how you expect your team to behave. They explain the values, beliefs, and experiences you expect to create within your organization.

Using Your Mission Statements, Vision Statements, and Values Statements Together

These three important plan elements aren’t meant to live as standalone items. They are designed to be used together! Mission and vision statements help your organization clearly articulate why you exist, who you serve, and where you’re going in the future. Your values statements help support your own mission and vision statment by expressing how you expect your organization to behave along the journey! When in doubt, remember these three tips:

• Mission statement = why you exist.
• Vision statement = where you’re going in the future.
• Values statements = set of behaviors you expect from your team. you expect your team to behave.

When to know it’s time to update your mission statement?

As you move forward on your strategic planning process, maybe you’ve decided to revisit your mission statement. If you read it and thought, “Wait, that doesn’t really align with what we’re doing anymore, ” it may be time for an update. And that’s okay! It happens more often than you might think.

Your company constantly evolves and grows, so your mission statement must reflect those changes. Some signs that it’s time to hit refresh on your mission statement include:

• Huge shifts in your customer or target audience
• Major changes in your organization’s goals and approach
• A total rebrand

Remember, your mission statement should guide and inspire your business, so it’s essential to keep it relevant and meaningful! They have a shelf life of about 10-15 years.

A clear and concise mission statement can give your employees and customers a sense of direction and purpose. So, if you feel like your current mission statement is a little outdated or doesn’t reflect who you are as an organization, it might be time for a refresh.

Check out our 52 mission statement examples from some of the world’s best companies and organizations for inspiration!

52 Mission Statement Examples

Learning general principles for how to write a mission statement is helpful. However, these principles can become clearer by looking at some examples of mission statements. As you check out some of these mission statement examples from various types of organizations, notice how there are various ways to make your mission statement unique while sharing the tried-and-true principles of good mission statements:

Example Mission Statements for For-Profit Companies

Tesla: “Tesla’s mission is to accelerate the world’s transition to renewable energy.”

Starbucks “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.”

Coca-Cola: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.”

The Home Depot: “The Home Depot is in the home improvement business, and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices.”

The Boeing Company, Africa Division: “Our mission is to establish a powerful presence and positive image of The Boeing Company with governments, businesses, and community leaders.”

Nike: “Our mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

John Deere: “Double and Double Again the John Deere Experience of Genuine Value for Employees, Customers and Shareholders.”

Publix: “Our Mission at Publix is to be the premier quality food retailer in the world.”

Aveda: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world.”

General Motors: “General Motors’ corporate mission is to earn customers for life by building brands that inspire passion and loyalty through not only breakthrough technologies but also by serving and improving the communities in which we live and work around the world.”

New Leaf Paper: “The mission of New Leaf Paper is to be the leading national source for environmentally responsible, economically sound paper.”

Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”

Seventh Generation: “Seventh Generation is the nation’s leading brand of non-toxic and environmentally safe household products.”

Get the Free Guide and Canvas to Build a Mission that Sticks

Example mission statements for non-profits.

UNICEF: “UNICEF promotes the rights and well-being of every child, in everything we do.”

ACLU of San Diego: “To protect and expand fairness, equity, and freedom through community engagement, building power, policy advocacy, and impact litigation.”

Red Cross: “To provide compassionate care to victims of disasters.”

TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”

Girl Scouts of America: “Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.”

Operation Underground Railroad: “We exist to rescue children from sex trafficking and sexual exploitation.”

Goodwill: “To enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”

Alzheimer’s Association: “Through our many initiatives and worldwide reach, the Alzheimer’s Association leads the charge in Alzheimer’s care, support, research and advocacy.”

Pioneer Center for the Performing Arts: “To cultivate exceptional performing arts experiences in our historic venue and throughout the region.”

ASPCA, The American Society for the Prevention of Cruelty to Animals: “To provide effective means for the prevention of cruelty to animals throughout the United States.”

Mission Statement Examples for Software Companies

OnStrategy: “Our mission is to create strategy that matters and drive the culture to execute it.”

LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

Equifax Business Services: “To serve our customers by utilizing information and technology that provide real-time answers to increasingly complex questions.”

Google: “To organize the world’s information and make it universally accessible and useful.”

Amazon: “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

Duolingo: “We’re here to develop the best education in the world and make it universally available. Our global team works together to make language learning fun, free, and effective for anyone who wants to learn, wherever they are.”

Hulu: “To help people find and enjoy the world’s premium video content when, where and how they want it.”

Microsoft: “Our mission is to empower every person and every organization on the planet to achieve more.”

TikTok “ Our mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life.”

Vivint: “Vivint helps families live intelligently in safer, smarter homes.”

Example Mission Statements for Healthcare Organizations

CVS: “Helping people on their path to better health.”

Saint Mary’s Regional Medical Center of Northern Nevada: “To deliver compassionate, quality care to patients and better healthcare to communities.”

Northern Nevada Hopes: “Our mission is to build a healthier community by providing affordable, high-quality medical, behavioral health, and support services for all.”

Pfizer Pharmaceuticals: “We will become the world’s most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

The WellPoint Companies: “The WellPoint Companies provide health security by offering a choice of quality branded health and related financial services designed to meet the changing expectations of individuals, families, and their sponsors throughout a lifelong relationship.”

New York-Presbyterian Hospital: “It is the mission of New York-Presbyterian Hospital to be a leader in the provision of world-class patient care, teaching, research, and service to local, state, national, and international communities.”

The Center for Disease Control: “CDC works 24/7 to protect America from health, safety, and security threats, both foreign and in the U.S. Whether diseases start at home or abroad, are chronic or acute, curable or preventable, human error or deliberate attack, CDC fights disease and supports communities and citizens to do the same.”

Valley OB/GYN: “At Valley OBGYN, we strive to provide quality comprehensive patient-centered women’s care here in Spokane Valley.”

The American Psychological Association: “Our mission is to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives.”

Dentistry for Children: “Dentistry for Children believes that good dental health starts in infancy. Our dedicated pediatric dentists and teen dental specialists promote cavity prevention and good dental habits to help create a positive experience at an early age and into their adolescent years.”

Mission Statement Examples for Governments and/or Government Entities

The City of Windsor, Canada: “The City of Windsor, with the involvement of its citizens, will deliver effective and responsive municipal services, and will mobilize innovative community partnerships.”

Cliffside Park, New Jersey Police Department: “The Cliffside Park Police Department is committed to providing a safe and peaceful environment in the Borough of Cliffside Park through effective and impartial law enforcement.”

Fire Department New York: “As first responders to fires, public safety and medical emergencies, disasters, and terrorist acts, FDNY protects the lives and property of New York City residents and visitors. The Department advances public safety through its fire prevention, investigation, and education programs. The timely delivery of these services enables the FDNY to make significant contributions to the safety of New York City and homeland security efforts.”

Municipal Court of Lakeview, Texas: “Our mission is to provide an impartial, unbiased, fair, and respectful forum for the trials of all Class C misdemeanor Penal Code offenses, Health and Safety Code offenses, Alcoholic Beverage Code offenses, City Ordinance offenses, as well as to preside over administrative and civil proceedings, as authorized by state law.”

Albany, Georgia: “The City of Albany delivers fiscally responsible, highly dependable services to the citizens in the community and the region with integrity and professionalism.”

Chicago Public Library: “We welcome and support all people in their enjoyment of reading and pursuit of lifelong learning. Working together, we strive to provide equal access to information, ideas, and knowledge through books, programs, and other resources.”

Seattle, Washington City Clerk: “Provide consistent high-level services which promote and strengthen a world-class government prepared to meet the emerging needs of the 21st century. Ultimately, improving the quality of life for individuals (and the community at large) by being one of the top-tier local government agencies in our nation and by building on our interdisciplinary strengths.”

Michigan Civil Service Commission: “To provide innovative, effective, and timely HR consultation and services to attract, develop, and retain a workforce that is diverse, flexible, creative, and competent to meet the ever-changing needs of state government.”

City of Reno: “Creating a community that people are proud to call home.”

For a deep dive on Mission Statements, check out our post on all things mission.

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

Remember that a mission statement explains why your organization exists. It is a foundational element of your plan that establishes your core purpose and who you serve!

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BUS101: Introduction to Business

The Business Plan

Read this section to see why business plans are essential and what sections should be included.

Mission Statement and Core Values

This portion of the business plan states the company's  mission statement  and  core values . The mission statement describes the purpose or  mission  of your organization - its reason for existence. It tells the reader what the organization is committed to doing. For example, one mission statement reads, "The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit".

Core values are fundamental beliefs about what's important and what is (and isn't) appropriate in conducting company activities. Core values are not about profits, but rather about ideals. They should help guide the behavior of individuals in the organization. Coca-Cola, for example, intends that its core values - leadership, passion, integrity, collaboration, diversity, quality, and accountability - will let employees know what behaviors are (and aren't) acceptable.

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6 Top Mission Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• December 11, 2023

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.

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

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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What is a Business Plan? Definition, Tips, and Templates

Published: June 07, 2023

In an era where more than 20% of small enterprises fail in their first year, having a clear, defined, and well-thought-out business plan is a crucial first step for setting up a business for long-term success.

Business plans are a required tool for all entrepreneurs, business owners, business acquirers, and even business school students. But … what exactly is a business plan?

In this post, we'll explain what a business plan is, the reasons why you'd need one, identify different types of business plans, and what you should include in yours.

What is a business plan?

A business plan is a documented strategy for a business that highlights its goals and its plans for achieving them. It outlines a company's go-to-market plan, financial projections, market research, business purpose, and mission statement. Key staff who are responsible for achieving the goals may also be included in the business plan along with a timeline.

The business plan is an undeniably critical component to getting any company off the ground. It's key to securing financing, documenting your business model, outlining your financial projections, and turning that nugget of a business idea into a reality.

What is a business plan used for?

The purpose of a business plan is three-fold: It summarizes the organization’s strategy in order to execute it long term, secures financing from investors, and helps forecast future business demands.

Business Plan Template [ Download Now ]

Working on your business plan? Try using our Business Plan Template . Pre-filled with the sections a great business plan needs, the template will give aspiring entrepreneurs a feel for what a business plan is, what should be in it, and how it can be used to establish and grow a business from the ground up.

Purposes of a Business Plan

Chances are, someone drafting a business plan will be doing so for one or more of the following reasons:

1. Securing financing from investors.

Since its contents revolve around how businesses succeed, break even, and turn a profit, a business plan is used as a tool for sourcing capital. This document is an entrepreneur's way of showing potential investors or lenders how their capital will be put to work and how it will help the business thrive.

All banks, investors, and venture capital firms will want to see a business plan before handing over their money, and investors typically expect a 10% ROI or more from the capital they invest in a business.

Therefore, these investors need to know if — and when — they'll be making their money back (and then some). Additionally, they'll want to read about the process and strategy for how the business will reach those financial goals, which is where the context provided by sales, marketing, and operations plans come into play.

2. Documenting a company's strategy and goals.

A business plan should leave no stone unturned.

Business plans can span dozens or even hundreds of pages, affording their drafters the opportunity to explain what a business' goals are and how the business will achieve them.

To show potential investors that they've addressed every question and thought through every possible scenario, entrepreneurs should thoroughly explain their marketing, sales, and operations strategies — from acquiring a physical location for the business to explaining a tactical approach for marketing penetration.

These explanations should ultimately lead to a business' break-even point supported by a sales forecast and financial projections, with the business plan writer being able to speak to the why behind anything outlined in the plan.

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Fill out the form to access your free business plan., 3. legitimizing a business idea..

Everyone's got a great idea for a company — until they put pen to paper and realize that it's not exactly feasible.

A business plan is an aspiring entrepreneur's way to prove that a business idea is actually worth pursuing.

As entrepreneurs document their go-to-market process, capital needs, and expected return on investment, entrepreneurs likely come across a few hiccups that will make them second guess their strategies and metrics — and that's exactly what the business plan is for.

It ensures an entrepreneur's ducks are in a row before bringing their business idea to the world and reassures the readers that whoever wrote the plan is serious about the idea, having put hours into thinking of the business idea, fleshing out growth tactics, and calculating financial projections.

4. Getting an A in your business class.

Speaking from personal experience, there's a chance you're here to get business plan ideas for your Business 101 class project.

If that's the case, might we suggest checking out this post on How to Write a Business Plan — providing a section-by-section guide on creating your plan?

What does a business plan need to include?

• Business Plan Subtitle
• Executive Summary
• Company Description
• The Business Opportunity
• Competitive Analysis
• Target Market
• Marketing Plan
• Financial Summary
• Funding Requirements

1. Business Plan Subtitle

Every great business plan starts with a captivating title and subtitle. You’ll want to make it clear that the document is, in fact, a business plan, but the subtitle can help tell the story of your business in just a short sentence.

2. Executive Summary

Although this is the last part of the business plan that you’ll write, it’s the first section (and maybe the only section) that stakeholders will read. The executive summary of a business plan sets the stage for the rest of the document. It includes your company’s mission or vision statement, value proposition, and long-term goals.

3. Company Description

This brief part of your business plan will detail your business name, years in operation, key offerings, and positioning statement. You might even add core values or a short history of the company. The company description’s role in a business plan is to introduce your business to the reader in a compelling and concise way.

4. The Business Opportunity

The business opportunity should convince investors that your organization meets the needs of the market in a way that no other company can. This section explains the specific problem your business solves within the marketplace and how it solves them. It will include your value proposition as well as some high-level information about your target market.

5. Competitive Analysis

Just about every industry has more than one player in the market. Even if your business owns the majority of the market share in your industry or your business concept is the first of its kind, you still have competition. In the competitive analysis section, you’ll take an objective look at the industry landscape to determine where your business fits. A SWOT analysis is an organized way to format this section.

6. Target Market

Who are the core customers of your business and why? The target market portion of your business plan outlines this in detail. The target market should explain the demographics, psychographics, behavioristics, and geographics of the ideal customer.

7. Marketing Plan

Marketing is expansive, and it’ll be tempting to cover every type of marketing possible, but a brief overview of how you’ll market your unique value proposition to your target audience, followed by a tactical plan will suffice.

Think broadly and narrow down from there: Will you focus on a slow-and-steady play where you make an upfront investment in organic customer acquisition? Or will you generate lots of quick customers using a pay-to-play advertising strategy? This kind of information should guide the marketing plan section of your business plan.

8. Financial Summary

Money doesn’t grow on trees and even the most digital, sustainable businesses have expenses. Outlining a financial summary of where your business is currently and where you’d like it to be in the future will substantiate this section. Consider including any monetary information that will give potential investors a glimpse into the financial health of your business. Assets, liabilities, expenses, debt, investments, revenue, and more are all useful adds here.

So, you’ve outlined some great goals, the business opportunity is valid, and the industry is ready for what you have to offer. Who’s responsible for turning all this high-level talk into results? The "team" section of your business plan answers that question by providing an overview of the roles responsible for each goal. Don’t worry if you don’t have every team member on board yet, knowing what roles to hire for is helpful as you seek funding from investors.

10. Funding Requirements

Remember that one of the goals of a business plan is to secure funding from investors, so you’ll need to include funding requirements you’d like them to fulfill. The amount your business needs, for what reasons, and for how long will meet the requirement for this section.

Types of Business Plans

• Startup Business Plan
• Feasibility Business Plan
• Internal Business Plan
• Strategic Business Plan
• Business Acquisition Plan
• Business Repositioning Plan
• Expansion or Growth Business Plan

There’s no one size fits all business plan as there are several types of businesses in the market today. From startups with just one founder to historic household names that need to stay competitive, every type of business needs a business plan that’s tailored to its needs. Below are a few of the most common types of business plans.

For even more examples, check out these sample business plans to help you write your own .

1. Startup Business Plan

As one of the most common types of business plans, a startup business plan is for new business ideas. This plan lays the foundation for the eventual success of a business.

The biggest challenge with the startup business plan is that it’s written completely from scratch. Startup business plans often reference existing industry data. They also explain unique business strategies and go-to-market plans.

Because startup business plans expand on an original idea, the contents will vary by the top priority goals.

For example, say a startup is looking for funding. If capital is a priority, this business plan might focus more on financial projections than marketing or company culture.

2. Feasibility Business Plan

This type of business plan focuses on a single essential aspect of the business — the product or service. It may be part of a startup business plan or a standalone plan for an existing organization. This comprehensive plan may include:

• A detailed product description
• Market analysis
• Technology needs
• Production needs
• Financial sources
• Production operations

According to CBInsights research, 35% of startups fail because of a lack of market need. Another 10% fail because of mistimed products.

Some businesses will complete a feasibility study to explore ideas and narrow product plans to the best choice. They conduct these studies before completing the feasibility business plan. Then the feasibility plan centers on that one product or service.

3. Internal Business Plan

Internal business plans help leaders communicate company goals, strategy, and performance. This helps the business align and work toward objectives more effectively.

Besides the typical elements in a startup business plan, an internal business plan may also include:

• Department-specific budgets
• Target demographic analysis
• Market size and share of voice analysis
• Action plans
• Sustainability plans

Most external-facing business plans focus on raising capital and support for a business. But an internal business plan helps keep the business mission consistent in the face of change.

4. Strategic Business Plan

Strategic business plans focus on long-term objectives for your business. They usually cover the first three to five years of operations. This is different from the typical startup business plan which focuses on the first one to three years. The audience for this plan is also primarily internal stakeholders.

These types of business plans may include:

• Relevant data and analysis
• Assessments of company resources
• Vision and mission statements

It's important to remember that, while many businesses create a strategic plan before launching, some business owners just jump in. So, this business plan can add value by outlining how your business plans to reach specific goals. This type of planning can also help a business anticipate future challenges.

5. Business Acquisition Plan

Investors use business plans to acquire existing businesses, too — not just new businesses.

A business acquisition plan may include costs, schedules, or management requirements. This data will come from an acquisition strategy.

A business plan for an existing company will explain:

• How an acquisition will change its operating model
• What will stay the same under new ownership
• Why things will change or stay the same
• Acquisition planning documentation
• Timelines for acquisition

Additionally, the business plan should speak to the current state of the business and why it's up for sale.

For example, if someone is purchasing a failing business, the business plan should explain why the business is being purchased. It should also include:

• What the new owner will do to turn the business around
• Historic business metrics
• Sales projections after the acquisition
• Justification for those projections

6. Business Repositioning Plan

When a business wants to avoid acquisition, reposition its brand, or try something new, CEOs or owners will develop a business repositioning plan.

This plan will:

• Acknowledge the current state of the company.
• State a vision for the future of the company.
• Explain why the business needs to reposition itself.
• Outline a process for how the company will adjust.

Companies planning for a business reposition often do so — proactively or retroactively — due to a shift in market trends and customer needs.

For example, shoe brand AllBirds plans to refocus its brand on core customers and shift its go-to-market strategy. These decisions are a reaction to lackluster sales following product changes and other missteps.

7. Expansion or Growth Business Plan

When your business is ready to expand, a growth business plan creates a useful structure for reaching specific targets.

For example, a successful business expanding into another location can use a growth business plan. This is because it may also mean the business needs to focus on a new target market or generate more capital.

This type of plan usually covers the next year or two of growth. It often references current sales, revenue, and successes. It may also include:

• SWOT analysis
• Growth opportunity studies
• Financial goals and plans
• Marketing plans
• Capability planning

These types of business plans will vary by business, but they can help businesses quickly rally around new priorities to drive growth.

Getting Started With Your Business Plan

At the end of the day, a business plan is simply an explanation of a business idea and why it will be successful. The more detail and thought you put into it, the more successful your plan — and the business it outlines — will be.

When writing your business plan, you’ll benefit from extensive research, feedback from your team or board of directors, and a solid template to organize your thoughts. If you need one of these, download HubSpot's Free Business Plan Template below to get started.

Editor's note: This post was originally published in August 2020 and has been updated for comprehensiveness.

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City Council

The People’s Business – May 13, 2024

Tuesday’s meeting is full of proclamations! In the morning Council will also hear some proposed new fees for the Development Services and Planning Departments. In the afternoon, Council will discuss an amendment to the Mission Bay Park Master Plan as well as a pair of right-of-way vacations.

Ver este artículo en español  

From the Office of Council President Sean Elo-Rivera 

City council meeting – may 14, 2024 – 10 a.m. .

Council Meeting Agenda

10 a.m. – Consent Agenda, Proclamations, Information and Adoption Agenda, Non-agenda Public Comment 

2 p.m. – Informational Items, Discussion Items 

Consent Agenda

There are 29 items on the Consent Agenda. 

There are six ordinances to be introduced, including a range of amendments to extend contracts for software, the Morena pump station, as well as the dissolution of the Citizens Advisory Board on Police/Community Relations.

There are five ordinances to be adopted. These include an agreement for a fleet management information system, a contract for computer-aided drafting and design application services, as well as a contract for retiree health administration.

There is one ordinance to be introduced with resolutions to be adopted, an agreement that allows Scripps Institution of Oceanography to Evaluate Anthropogenic Impacts on the San Diego Coastal Kelp Forest Ecosystem from 2024-2029.

And 17 resolutions to be adopted, including support for AB 3024: The Stop Hate Littering Act; a contract for odor removal at a wastewater facility; a pair of construction management service contracts; a pair of contracts allowing the purchase of ferrous chloride for wastewater treatment plants; sale of City surplus land to Casa Familiar; as well as an appointment to the Mission Bay Park Committee.

Proclamations

Item 30 – parkinson’s awareness month.

This item seeks to raise awareness for Parkinson’s disease, the second most common neurodegenerative disease in the U.S., affecting nearly one million Americans.

Item 31 – Union of Pan Asian Communities 50th Anniversary Day

This item recognizes the Union of Pan Asian Communities, a nonprofit serving and improving the lives of San Diego’s underserved communities by providing a wide range of health and human services and programs, for their first 50 years of services to the community.

Item 32 – La Jolla Historical Society Secret Garden Tour’s 25th Anniversary Day

This item celebrates the 25th Anniversary of the La Jolla Historical Society’s Secret Garden Tour, a community event where visitors from all over San Diego and beyond experience unique and private gardens throughout La Jolla

Item 33 – La Jolla Music Society Community Music Center’s 25th Anniversary Day

This item celebrates the 25th Anniversary of the La Jolla Music Society Community Music Center, an award-winning afterschool music program in Logan Heights at the Logan Memorial Educational Campus, designed to increase students’ self-confidence and resilience while providing a safe and equitable environment for studying and creating music.

Item 34 – Rey Guerrero Day

This item commemorates Rey Guerrero for his work promoting collaboration and harmony at Eleanor Roosevelt College at UC San Diego for over 30 years.

Item 35 – Mental Health Awareness Month

This item seeks to raise awareness for mental health, promoting mental health awareness empowers individuals to navigate life's stresses, recognize their resilience, and contribute meaningfully to their community.

Item 36 – Congenital Disorders of Glycosylation Awareness Day 2024

This item seeks to raise awareness for Congenital Disorders of Glycosylation, a family of rare metabolic disorders manifesting in over 140 different forms, impacting normal organ development and the neurological system, resulting in significant physical and developmental disabilities for children, adolescents, and adults.

Item 37 – San Diego Tennis Fest Day

This item recognizes the San Diego Tennis Fest, the premier annual event put on by the local arm of the USTA/SCTA, the San Diego District Tennis Association, and is the largest free tennis clinic for all ages and abilities in the United States.

Item 38 – Asian American, Native Hawaiian, And Pacific Islander Heritage Month

This item celebrates Asian American, Native Hawaiian, and Pacific Islander (AANHPI) Heritage Month, the City of San Diego is home to more than 240,000 AANHPI residents, representing a significant and dynamic segment of the City's diverse population, contributing to its economic, social, and cultural fabric.

Item 39 – 17th Annual San Diego Dragon Boat Festival Day

This item celebrates the 17th Annual San Diego Dragon Boat Festival Day, the ancient tradition of dragon boat racing dates back over 2,000 years, evolving into a global sport and festival bringing together people from all over the world today.

Item 40 – Daniel Montaño Day

This item celebrates Daniel Montaño, a native San Diegan, and recognizes his vast community work across a range of organizations over the years. 

Item 41 – Sunny Boy Floyd Day

This item recognizes Sunny Boy Floyd, a trained therapy dog who has illuminated and brought joy, support, connection, and love within our community while breaking down barriers

Item S500 – Richard C. Matheron Day

This item recognizes Richard C. Matheron, who served as a political officer for the US in multiple countries before being nominated as Foreign Ambassador to Eswatini.

Item S501 – National Nurses Week 

This item celebrates National Nurses Week, which includes America's staff, travel, and per diem registered nurses, and honors the incredible women and men who embody the spirit of compassion and care in every healthcare setting.

Information and Adoption Agenda — to be heard at the 10 a.m. session

Item 330 – Development Services, Local Enforcement Agency, and City Planning Department Fee Adjustments, Waiver of a Portion of Council Policy 100-5

This item presents recommended fee adjustments for the Development Services Department Enterprise Fund, Local Enforcement Agency Fund, and certain fees for the Planning Department.

Item 331 – Exemption of a Program Manager Position in the Office of the City Attorney from the Classified Service

Discussion items — to be heard at the 2 p.m. session.

Item 332 – De Anza Natural Amendment to the Mission Bay Park Master Plan

This action requests the approval of the De Anza Natural Amendment to the Mission Bay Park Master Plan and Local Coastal Program, as well as certification of the Final Environmental Impact Report and adoption of the Mitigation and Monitoring Reporting Program. The De Anza Natural Amendment to the Mission Bay Park Master Plan (MBPMP) is a long-range vision for the redevelopment and enhancement of De Anza Cove and is part of the larger MBPMP policy framework that will guide development throughout Mission Bay Regional Park. De Anza Natural builds upon and implements the recommendations of the adopted MBPMP, as well as other Citywide guiding documents, to envision a future for De Anza Cove that provides recreational opportunities, preserves sensitive habitats and species, improves water quality, and increases the City’s resilience to the impacts of climate change.

Item 333 – 3627 Crowell Street Project No. 0688860 - Neighborhood Development Permit, Tentative Map and Public Right-of-Way Vacation

The proposed project is a Neighborhood Development Permit, Tentative Map, and Public Right-of-Way Vacation to subdivide a 0.39-acre single parcel into three parcels and vacate a portion of Guy Street located at 3627 Crowell Street within the Uptown Community Plan area.

Item 334 – DeSantis Right-of-Way Vacation - Project No. PRJ-0692645

Approval of all actions necessary to briefly vacate a portion of public right-of-way near 3525 Wilcox Street in the Residential Single Dwelling base zone within the Coastal (non-appealable) overlay zone of the Peninsula Community Plan and Local Coastal Program Land Use Plan.

To participate in the meeting, click on the agenda and follow the instructions.  

You can watch the meeting on cable TV channel 24 or AT&T channel 99, or  stream it online .

Join our mailing list  and get "The People's Business" delivered to your inbox.  Find an index of past posts . 

Follow us on Threads for live updates of items during the meetings. 

El negocio de la gente – 13 de mayo de 2024

¡La reunión del martes está llena de proclamas! Por la mañana, el Concejo también escuchará algunas propuestas de nuevas tarifas para los Departamentos de Servicios de Desarrollo y Planificación. Por la tarde, el Concejo discutirá una enmienda al Plan Maestro del Parque Mission Bay, así como un par de suspensiones al de derecho de paso en vías públicas. 

De la Oficina del presidente del Concejo, Sean Elo-Rivera

Reunión del concejo municipal – 14 de mayo de 2024 – 10 a.m..

Orden del día de la reunión del Concejo

10 a.m. – Orden del día convenido, proclamaciones, agenda de información y adopción, comentario público fuera de la agenda 

2 p.m. – Temas Informativos, Temas de Discusión 

Orden del día convenido

Hay 29 puntos en el orden del día convenido. 

Hay seis ordenanzas que se presentarán, incluyendo una serie de enmiendas para prorrogar los contratos de software, la estación de bombeo Morena, así como la disolución de la Junta Consultiva Ciudadana de Relaciones Policiales/Comunitarias.

Hay cinco ordenanzas que deben ser aprobadas. Estos incluyen un acuerdo para un sistema de información de gestión de flotas, un contrato para servicios de aplicación de diseño y dibujo asistido por computadora, así como un contrato para la administración de la salud de los jubilados.

Hay una ordenanza que se presentará con resoluciones que se adoptarán, un acuerdo que permite al Instituto Scripps de Oceanografía evaluar los impactos antropogénicos en el ecosistema del bosque costero de algas marinas de San Diego de 2024 a 2029.

Y 17 resoluciones que se adoptarán, incluido el apoyo a la AB 3024: Ley para detener la propagación del discurso de odio por medio de volantes u otros materiales; un contrato para la eliminación de olores en una instalación de aguas residuales; un par de contratos de servicios de gestión de la construcción; un par de contratos que permiten la compra de cloruro ferroso para plantas de tratamiento de aguas residuales; venta de terrenos excedentes de la ciudad a Casa Familiar; así como un nombramiento para el Comité de Parques de Mission Bay.

Proclamaciones

Tema 30 – mes de concientización sobre el parkinson.

Este elemento busca crear conciencia sobre la enfermedad de Parkinson, la segunda enfermedad neurodegenerativa más común en los EE. UU., que afecta a casi un millón de estadounidenses.

Tema 31 – Día del 50º aniversario de la Unión de Comunidades Panasiáticas

Este elemento reconoce a la Unión de Comunidades Panasiáticas, una organización sin fines de lucro que sirve y mejora las vidas de las comunidades desatendidas de San Diego al proporcionar una amplia gama de servicios y programas humanos y de salud, por sus primeros 50 años de servicios a la comunidad.

Tema 32 – Día del 25º aniversario de la Visita al Jardín Secreto de la Sociedad Histórica de La Jolla

Este elemento celebra el 25º aniversario del Secret Garden Tour de la Sociedad Histórica de La Jolla, un evento comunitario donde los visitantes de todo San Diego y más allá experimentan jardines únicos y privados en toda La Jolla.

Tema 33 – Día del 25º Aniversario del Centro de Música Comunitaria de la Sociedad Musical de La Jolla

Este elemento celebra el 25º aniversario del Centro Comunitario de Música de La Jolla Music Society, un galardonado programa de música extracurricular en Logan Heights en el Campus Educativo Logan Memorial, diseñado para aumentar la confianza y la resiliencia de los estudiantes, al tiempo que proporciona un entorno seguro y equitativo para estudiar y crear música.

Tema 34 – Día del Rey Guerrero

Este elemento conmemora a Rey Guerrero por su trabajo promoviendo la colaboración y la armonía en Eleanor Roosevelt College en UC San Diego durante más de 30 años.

Tema 35 – Mes de Concientización sobre la Salud Mental

Este elemento busca crear conciencia sobre la salud mental, promover la concientización sobre la salud mental empodera a las personas para navegar por el estrés de la vida, reconocer su resiliencia y contribuir de manera significativa a su comunidad.

Tema 36 – Día de Concienciación sobre los Trastornos Congénitos de la Glicosilación 2024

Este elemento busca crear conciencia sobre los Trastornos Congénitos de la Glicosilación, una familia de trastornos metabólicos raros que se manifiestan en más de 140 formas diferentes, afectando el desarrollo normal de los órganos y el sistema neurológico, lo que resulta en discapacidades físicas y del desarrollo significativas para niños, adolescentes y adultos.

Tema 37 – Día del Festival de Tenis de San Diego

Este elemento reconoce el Festival de Tenis de San Diego, el principal evento anual organizado por el brazo local de la USTA / SCTA, la Asociación de Tenis del Distrito de San Diego, y es la clínica de tenis gratuita más grande para todas las edades y habilidades en los Estados Unidos.

Tema 38 – Mes de la Herencia Asiático-Americana, Nativa de Hawái e Isleño del Pacífico

Este elemento celebra el Mes de la Herencia Asiático-Americana, Nativa de Hawái e Isleño del Pacífico (AANHPI, por sus siglas en inglés), la Ciudad de San Diego es el hogar de más de 240,000 residentes de AANHPI, que representan un segmento significativo y dinámico de la población diversa de la Ciudad, contribuyendo a su tejido económico, social y cultural.

Tema 39 – 17º Día Anual del Festival del Bote del Dragón de San Diego

Este elemento celebra el 17º Día Anual del Festival del Bote del Dragón de San Diego, la antigua tradición de las carreras de botes dragón se remonta a más de 2,000 años, evolucionando hasta convertirse en un deporte y festival global que reúne a personas de todo el mundo en la actualidad.

Tema 40 – Día de Daniel Montaño

Este elemento rinde homenaje a Daniel Montaño, nativo de San Diego, y reconoce su vasto trabajo comunitario en una variedad de organizaciones a lo largo de los años. 

Tema 41 – Día de Sunny Boy Floyd

Este elemento reconoce a Sunny Boy Floyd, un perro de terapia entrenado que ha iluminado y traído alegría, apoyo, conexión y amor dentro de nuestra comunidad y mismo tiempo que rompía barreras

Tema S500 – Día de Richard C. Matheron

Este elemento reconoce a Richard C. Matheron, quien se desempeñó como funcionario político de los EE. UU. en varios países antes de ser nominado como embajador extranjero en Esuatini.

Tema S501 – Semana Nacional de la Enfermería 

Este elemento celebra la Semana Nacional de la Enfermería, que incluye al personal de Estados Unidos, a las enfermeras y enfermeros que encarnan el espíritu de compasión y cuidado en todos los entornos de atención médica.

Orden del día de información y aprobación, que se examinará en la sesión de las 10 a.m.

Tema 330 – servicios de desarrollo, agencia local de aplicación de la ley y ajustes de tarifas del departamento de planificación urbana, exención de una parte de la política del concejo 100-5.

Este elemento presenta los ajustes de tarifas recomendados para el Fondo Empresarial del Departamento de Servicios de Desarrollo, el Fondo de la Agencia Local de Aplicación de la Ley y ciertas tarifas para el Departamento de Planificación.

Tema 331 – Exención de un puesto de gerente de programa en la Oficina del Abogado de la Ciudad del Servicio Clasificado

Temas de discusión, se escucharán en la sesión de las 2 p.m., tema 332 – enmienda natural de de anza al plan maestro del parque de la bahía de la misión.

Esta acción solicita la aprobación de la Enmienda Natural De Anza al Plan Maestro del Parque Mission Bay y al Programa Costero Local, así como la certificación del Informe Final de Impacto Ambiental y la adopción del Programa de Informes de Mitigación y Monitoreo. La Enmienda Natural de De Anza al Plan Maestro del Parque de la Bahía de la Misión (MBPMP, por sus siglas en inglés) es una visión a largo plazo para el redesarrollo y la mejora de De Anza Cove y es parte del marco de políticas más amplio del MBPMP que guiará el desarrollo en todo el Parque Regional de la Bahía de la Misión. De Anza Natural se basa e implementa las recomendaciones del MBPMP adoptado, así como otros documentos de orientación para toda la Ciudad, para imaginar un futuro para De Anza Cove que brinde oportunidades recreativas, preserve hábitats y especies sensibles, mejore la calidad del agua y aumente la resiliencia de la Ciudad a los impactos del cambio climático.

Tema 333 – Proyecto No. 0688860 de 3627 Crowell Street - Permiso de Desarrollo de Vecindario, Mapa Tentativo y Suspensión de Servidumbre

El proyecto propuesto es un Permiso de Desarrollo de Vecindario, un Mapa Tentativo y un Derecho de Vía Pública para subdividir una sola parcela de 0.39 acres en tres parcelas y desalojar una parte de Guy Street ubicada en 3627 Crowell Street dentro del área del Plan Comunitario Uptown.

Tema 334 – Suspensión del derecho de paso de DeSantis - Proyecto No. PRJ-0692645

Aprobación de todas las acciones necesarias para desalojar temporalmente parte de la vía pública cerca de 3525 Wilcox Street en la zona base de vivienda individual residencial dentro de la zona de superposición costera (no apelable) del Plan Comunitario de la Península y el Plan de Uso de la Tierra del Programa Costero Local.

Para participar en la reunión, haga clic en el Orden del Día y siga las instrucciones.

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• Naval Warfare >

New UK support ships to go ahead, LPDs to remain in service

14th May 2024 - 15:45 GMT | by Damian Kemp

HMS Albion will be replaced by planned MRSS. (Photo: UK MoD/Crown Copyright)

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UK Defence Secretary Grant Shapps has given the go-ahead for the procurement of new Multi Role Support Ships ( MRSS ) for the Royal Marines and taken the Royal Navy’s two Albion -class Landing Platform Docks (LPDs) off the endangered list.

The original plan, working together with the Dutch on a similar requirement, would have seen the retirement of HMS Albion and HMS Bulwark but instead these ships will remain in service and the new MRSS will take the UK fleet to 28 ships and submarines in service, in construction or being designed.

Shapps said: “I have given a green

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Damian Kemp

Damian Kemp has worked in the defence media for 25 years covering military aircraft, defence …

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Note for Media: The statement below can be attributed "to an Ascension spokesperson".

May 13 - 4:30pm CT

Ascension previously reported that it experienced a ransomware attack that has caused disruptions to patient care in its network. Our priority remains on providing safe patient care. Ascension, with the support of leading cybersecurity experts, worked around the clock over the weekend to respond to the ransomware incident affecting our systems. We are focused on restoring systems safely. We are making progress, however, it will take time to return to normal operations. As systems and services come back online, we will share those updates so that our patients and communities can plan accordingly. We have established a dedicated website to share any updates we have across our system. We will be expanding the site this week to provide updates related to healthcare services as they relate to specific regions.

Regional Updates

General - frequently asked questions.

On May 8, Ascension detected unusual activity in our network systems, which we have determined is due to a ransomware attack. We continue to diligently investigate and address this ransomware incident, and are working closely with external experts and federal law enforcement. While our restoration work continues in earnest, our primary focus is on restoring systems as safely as possible and, as such, we expect this process will take time to complete.

Systems that are currently unavailable include our electronic health records systems and various systems utilized to order certain tests, procedures and medications.

Our hospitals and facilities remain open and are providing care. However, due to downtime procedures, several hospitals are currently on diversion for emergency medical services in order to ensure emergency cases are triaged immediately.

Downtime procedures are safe clinical practices born out of necessity. They are predefined steps that all healthcare organizations follow during a system or network failure developed in case of a potential threat. We are taking all necessary precautions at this time and our downtime procedures require our highly qualified, dedicated medical, nursing and clinical teams to utilize manual processes to ensure patients are properly cared for.

Manual processes including moving to paper records and processing everything by hand are being utilized for varying clinical processes including dispensing medication, inputting health medical records, ordering and completion of diagnostic tests and procedures, contacting patients and sharing information securely.

We do not have a timeline for completion. While our restoration work continues in earnest and we are making progress, we expect this process will take time to complete. We will continue to share updates on our recovery process. These updates can be found on our website at https://about.ascension.org/cybersecurity-event .

Investigations of this nature take time to complete. While we are not able to provide an exact timetable, we will continue to provide updates as appropriate. These updates can be found on our website at https://about.ascension.org/cybersecurity-event.

The investigation into the scope of the incident is ongoing, and we continue to work with internal and external experts as well as law enforcement. Should we determine that any sensitive information was affected, we will notify and support those individuals in accordance with all relevant regulatory and legal guidelines.

Patient - Frequently Asked Questions

Patients scheduled to see their doctors should bring to their appointment notes on their symptoms and a list of current medications and prescription numbers or the prescription bottles so their care team can call in medication needs to pharmacies.

Yes. Our hospitals and facilities remain open and are providing care. Out of an abundance of caution, however, some non-emergent elective procedures, tests and appointments have been temporarily paused while we work to bring systems back online. Our teams are working directly with any patient whose appointment or procedure will need to be rescheduled. We understand the frustration this may cause and sincerely regret any inconvenience to our patients.

However, unless instructed otherwise by your care team you should continue to attend appointments as scheduled.

Our hospitals and facilities remain open and are providing care. However, due to downtime procedures, several hospitals are currently on diversion for emergency medical services in order to ensure emergency cases are triaged immediately. Safely caring for our patients remains our highest priority as we navigate this cybersecurity incident.

Due to downtime procedures, several hospitals are currently on diversion for emergency medical services in order to ensure emergency cases are triaged immediately. If you are experiencing a medical emergency, please contact 911 and your local emergency services will bring you to the nearest hospital emergency room.

Safely caring for our patients remains our highest priority as we navigate this cybersecurity incident. We understand you may be concerned, but our workforce is well trained in providing patient care with established downtime protocols and procedures.

Previous Media Statements

May 11 - 2:00pm CT

We continue to diligently investigate and address the recent ransomware incident, working closely with industry leading cybersecurity experts to assist in our investigation and restoration and recovery efforts. Additionally, we have notified law enforcement, as well as government partners including the FBI, the Cybersecurity and Infrastructure Security Agency (CISA), the Department of Health and Human Services (HHS), and the American Hospital Association (AHA). We remain in close contact with the FBI and CISA, and we are sharing relevant threat intelligence with the Health Information Sharing and Analysis Center (H-ISAC) so that our industry partners and peers can take steps to protect themselves from similar incidents.

While our restoration work continues in earnest, our focus is on restoring systems as safely as possible. While we expect this process will take time to complete, we are making progress and systems are being restored in a coordinated manner at each of our care sites. We will continue to share updates on our recovery process.

On May 8, Ascension detected unusual activity in our network systems. We have determined this is a cybersecurity incident. We are working around the clock with internal and external advisors to investigate, contain, and restore our systems following a thorough validation and screening process. Our investigation and restoration work will take time to complete, and we do not have a timeline for completion.

Safely caring for patients remains our highest priority as we navigate this cybersecurity incident. We are actively supporting our ministries as they continue to provide safe, patient care with established downtime protocols and procedures, in which our workforce is well trained. It is expected that we will be utilizing downtime procedures for some time. Patients should bring to their appointment notes on their symptoms and a list of current medications and prescription numbers or the prescription bottles so their care team can call in medication needs to pharmacies.

Systems that are currently unavailable include our electronic health records system, MyChart (which enables patients to view their medical records and communicate with their providers), some phone systems, and various systems utilized to order certain tests, procedures and medications. We have implemented established protocols and procedures to address these particular system disruptions in order to continue to provide safe care to patients. Out of an abundance of caution, however, some non-emergent elective procedures, tests and appointments have been temporarily paused while we work to bring systems back online. Our teams are working directly with any patient whose appointment or procedure will need to be rescheduled. We understand the frustration this may cause and sincerely regret any inconvenience to our patients.

We are beyond grateful for the hard work and dedication of our care teams across the system, and their continued commitment to our patients. We also thank our patients and our community for their continued support and patience during this time as we work through a diligent, time-intensive process to restore systems as quickly, and as safely, as possible. To ensure all patients, staff, and stakeholders are kept informed during this event, we will continue to post updated information on our website as it becomes available.

Note for Media: The statement below can be attributed "to an Ascension spokesperson". For updates, please visit about.ascension.org/cybersecurity-event

On Wednesday, May 8, we detected unusual activity on select technology network systems, which we now believe is due to a cybersecurity event. At this time we continue to investigate the situation. We responded immediately, initiated our investigation and activated our remediation efforts. Access to some systems have been interrupted as this process continues.

Our care teams are trained for these kinds of disruptions and have initiated procedures to ensure patient care delivery continues to be safe and as minimally impacted as possible. There has been a disruption to clinical operations, and we continue to assess the impact and duration of the disruption.

We have engaged Mandiant, a third party expert, to assist in the investigation and remediation process, and we have notified the appropriate authorities. Together, we are working to fully investigate what information, if any, may have been affected by the situation. Should we determine that any sensitive information was affected, we will notify and support those individuals in accordance with all relevant regulatory and legal guidelines.

We are reaching out to our business partners to ensure they are aware of the situation so they can take appropriate steps to safeguard their systems. We encourage all business partners to coordinate with the Ascension Technology partners to address any specific questions.

This is an ongoing situation and we will provide updates on our website as we learn more.

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Boeing is on the verge of launching astronauts aboard new capsule, the latest entry to space travel

Boeing’s Starliner capsule atop an Atlas V rocket is rolled out to the launch pad at Space Launch Complex 41, Saturday, May 4, 2024, in Cape Canaveral, Fla. NASA astronauts Butch Wilmore and Suni Williams will launch aboard to the International Space Station, scheduled for liftoff on May 6, 2024. (AP Photo/Terry Renna)

NASA’s Boeing Crew Flight Test astronauts Suni Williams and Butch Wilmore exit the Neil A. Armstrong Operations and Checkout Building at the agency’s Kennedy Space Center in Florida during a mission dress rehearsal on Friday, April 26, 2024. The first flight of Boeing’s Starliner capsule with a crew on board is scheduled for Monday, May 6, 2024. (Frank Micheaux/NASA via AP)

Boeing Crew Flight Test crew members Suni Williams and Butch Wilmore work in the Boeing Starliner simulator at the Johnson Space Center in Houston on Nov. 3, 2022. The first flight of Boeing’s Starliner capsule with a crew on board is scheduled for Monday, May 6, 2024. (NASA/Robert Markowitz)

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CAPE CANAVERAL, Fla. (AP) — After years of delays and stumbles, Boeing is finally poised to launch astronauts to the International Space Station for NASA.

It’s the first flight of Boeing’s Starliner capsule with a crew on board, a pair of NASA pilots who will check out the spacecraft during the test drive and a weeklong stay at the space station.

NASA turned to U.S. companies for astronaut rides after the space shuttles were retired. Elon Musk’s SpaceX has made nine taxi trips for NASA since 2020, while Boeing has managed only a pair of unoccupied test flights.

Boeing program manager Mark Nappi wishes Starliner was further along. “There’s no doubt about that, but we’re here now.”

The company’s long-awaited astronaut demo is slated for liftoff Monday night.

Provided this tryout goes well, NASA will alternate between Boeing and SpaceX to get astronauts to and from the space station.

A look at the newest ride and its shakedown cruise:

NASA’s Boeing Crew Flight Test astronauts Suni Williams and Butch Wilmore exit the Neil A. Armstrong Operations and Checkout Building at the agency’s Kennedy Space Center in Florida during a mission dress rehearsal on Friday, April 26, 2024. (Frank Micheaux/NASA via AP)

THE CAPSULE

White with black and blue trim, Boeing’s Starliner capsule is about 10 feet (3 meters) tall and 15 feet (4.5 meters) in diameter. It can fit up to seven people, though NASA crews typically will number four. The company settled on the name Starliner nearly a decade ago, a twist on the name of Boeing’s early Stratoliner and the current Dreamliner.

No one was aboard Boeing’s two previous Starliner test flights. The first, in 2019, was hit with software trouble so severe that its empty capsule couldn’t reach the station until the second try in 2022. Then last summer, weak parachutes and flammable tape cropped up that needed to be fixed or removed.

Veteran NASA astronauts Butch Wilmore and Suni Williams are retired Navy captains who spent months aboard the space station years ago. They joined the test flight after the original crew bowed out as the delays piled up. Wilmore, 61, is a former combat pilot from Mount Juliet, Tennessee, and Williams, 58, is a helicopter pilot from Needham, Massachusetts. The duo have been involved in the capsule’s development and insist Starliner is ready for prime time, otherwise they would not strap in for the launch.

“We’re not putting our heads in the sand,” Williams told The Associated Press. “Sure, Boeing has had its problems. But we are the QA (quality assurance). Our eyes are on the spacecraft.”

THE TEST FLIGHT

Starliner will blast off on United Launch Alliance’s Atlas V rocket from Cape Canaveral Space Force Station. It will be the first time astronauts ride an Atlas since NASA’s Project Mercury, starting with John Glenn when he became the first American to orbit the Earth in 1962. Sixty-two years later, this will be the 100th launch of the Atlas V, which is used to hoist satellites as well as spacecraft.

“We’re super careful with every mission. We’re super, duper, duper careful” with human missions, said Tory Bruno, CEO of ULA, a joint venture of Boeing and Lockheed Martin.

Starliner should reach the space station in roughly 26 hours. The seven station residents will have their eyes peeled on the approaching capsule. The arrival of a new vehicle is “a really big deal. You leave nothing to chance,” NASA astronaut Michael Barratt told the AP from orbit. Starliner will remain docked for eight days, undergoing checkouts before landing in New Mexico or elsewhere in the American West.

STARLINER VS. DRAGON

Both companies’ capsules are designed to be autonomous and reusable. This Starliner is the same one that made the first test flight in 2019. Unlike the SpaceX Dragons, Starliner has traditional hand controls and switches alongside touchscreens and, according to the astronauts, is more like NASA’s Orion capsules for moon missions. Wilmore and Williams briefly will take manual control to wring out the systems on their way to the space station.

NASA gave Boeing, a longtime space contractor, more than $4 billion to develop the capsule, while SpaceX got $2.6 billion. SpaceX already was in the station delivery business and merely refashioned its cargo capsule for crew. While SpaceX uses the boss’ Teslas to get astronauts to the launch pad, Boeing will use a more traditional “astrovan” equipped with a video screen that Wilmore said will be playing “Top Gun: Maverick.”

One big difference at flight’s end: Starliner lands on the ground with cushioning airbags, while Dragon splashes into the sea.

Boeing is committed to six Starliner trips for NASA after this one, which will take the company to the station’s planned end in 2030. Boeing’s Nappi is reluctant to discuss other potential customers until this inaugural crew flight is over. But the company has said a fifth seat will be available to private clients. SpaceX periodically sells seats to tycoons and even countries eager to get their citizens to the station for a couple weeks.

Coming soon: Sierra Space’s mini shuttle, Dream Chaser, which will deliver cargo to the station later this year or next, before accepting passengers.

The Associated Press Health and Science Department receives support from the Howard Hughes Medical Institute’s Science and Educational Media Group. The AP is solely responsible for all content.