They often include ways in which the company is making the world a better place to live.If you are just starting out, be sure to get your employees in on the project of defining your mission. One way of doing this is to hold a brainstorming session where people just throw out words.
Its purpose is to entice the reader to ask to see the entire business plan.
Your mission statement is the beginning of your brand messaging -- how you present your enterprise to the consumer.
Why include an Executive Summary and Mission Statement?
Upper managers only want to see condensed information.
They don’t have time to go over every single detail about every department.
They want to know what’s going on in the company, but only want to read the highlights.
They’re usually stuck to the walls on post-it notes or written on a white board.
From there the list is drilled down until you find the words that fit your organization and then one or two people frame them in a statement.
The mission statement gives direction to your planning efforts and the executive summary is a marketing document to be used in attracting investors.
Your business plan is a serious, factual description of your business model, marketing model, revenue model, operations model, build-out and financial projections.