In 30 seconds or less, a good mission statement should define:
- What the company does for its customers
- What the company does for its employees
- What the company does for its owners
It should be an eloquent, concise paragraph that should be full of meaning and impact. Choose your words wisely—beware of buzz words, empty phrases, or mission statements that are so general they could apply to many different companies. Be clear and specific, and you’ll highlight the core of what makes your venture unique and worthwhile.
It’s a challenge, but you want to capture what your company stands for in a brief and memorable way.
The test: Take a step back and ask yourself whether or not the same words could apply to any other business; and whether anybody could identify your business from hearing your mission statement.
Mission statement examples
Below, find several mission statement examples from different business plans found in our sample business plan library.
Convenience store mission statement example:
The mission of Allensburg’s Food and Gas is to offer commuters on Highway 310 competitive gas prices and great food. The company will make a healthy profit for its owners and provide a rewarding work environment for its employees.
Bakery mission statement example:
Rutabaga Sweets is a hospitality company dedicated to providing high-quality desserts in a comfortable atmosphere for clients who seek a fun “gourmet” experience outside restaurants.
We intend to make enough profit to generate a fair return for our investors and to finance continued growth and development in quality products. We also maintain a friendly, fair, and creative work environment, which respects diversity, new ideas, and hard work.
See the full dessert bakery sample business plan here.
Used auto sales mission statement example:
Integrity Auto Sales provides a unique car buying experience to the customers in the Willamette Valley, one that focuses on customer satisfaction first. We understand that vehicle purchasing is a necessary, but sometimes unpleasant experience. Our goal is to provide the customer with an enjoyable, honest service by satisfying individual customers practical transportation needs with a quality product.
We also believe it is important to have quality vehicles at a low cost, and will back each vehicle with a 30 day limited warranty. Our company will make a profit by generating sales. It will provide job satisfaction and fair compensation to its employees, and a fair return to its owners. Hard work and performance is rewarded through bonuses and commissions. Job satisfaction is very important for employees and owners, we will create a work environment that is enjoyable and profitable for all.
See the full used auto sales sample business plan here.
Nonprofit mission statement example:
At Bright House, we promote the dignity and self-worth of all of our residents, and strive to give them excellent quality of life, as defined by the residents, individually and as a group. To that end, we encourage resident group decision-making through the House Councils, access to all areas of their homes here at Bright House, and self-determination in activities, socialization, and food preferences. Bright House is not just a caregiving facility—it is their home, and their community.
We also value the time, skills, and expert opinions of our staff. We are committed to providing fair and living wages, reasonable, structured work schedules, and clear duties, and spheres of rights and responsibilities for each team member.
We do not expect staff to do work for which they are not trained; we do expect them to share their suggestions for improving any aspect of Bright House working operations or caregiving. We aim to provide jobs which not only provide sustenance for our workers’ families, but also allow them a space to make a difference in the world around them, through caring and expert assistance to our community’s most vulnerable members.
See the full nonprofit sample business plan here.