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Define your Mission, Goals, Objectives, and Strategy

Every business or organization should have a Business Plan, but before you can do that you need to figure out your mission, goals, and objectives. A good Business Plan is a map, but a map of Portland would be useless if you are trying to get around in Seattle. Knowing where you are headed helps you choose the right map to get you there.

If you've never written a Business Plan before, you will be amazed at how it forces you to clarify your own thoughts and intentions. The business plan is your roadmap to success. But without a clear purpose and goals, an organization can quickly flounder and be lost.

The key to an effective business plan is to state your Mission, Goals, Objectives, and Strategies in measurable terms that can be clearly understood by someone unfamiliar with your organization. If a stranger can understand your stated intentions, then it is certain that your employees, board of directors, and/or customers will also understand why your business or organization exists, and what to expect from you.

The following information will help you to define the difference between Mission, Goal, Objective and Strategy.

What is a Mission?

A mission is a statement of general purpose: the reason the organization exists. Who are we? What do we do? For whom do we do it? Why do we do it?

What is an Objective?

An objective is a specific, measurable result expected within a particular time period, consistent with a goal and strategy. A clear "milepost" along the strategically chosen path to the goal. The key word here is "measurable." Some examples of ways a business can measure are: increases in revenue, number of customers/clients served, quantity increases in items produced, number of staff training meetings held, expansion of geographical territory covered, etc. When assessing your success, you should be able to look at your objectives and easily measure if you did or did not meet the objective.

What is a Goal?

Goals should be directed toward a vision and consistent with the mission. Goals should state something the organization wants and expects to accomplish in the future.

What is a Strategy?

Strategy is t he action path the organization has chosen to realize goals. Strategies establish broad themes for future actions and should reflect reasoned choices among alternative paths