Starting & Running a Business All-in-One For Dummies, 4th Edition (UK)

Chapter 2

Defining Your Business Mission, Vision, Objectives and Values

IN THIS CHAPTER

Pinpointing your concept

Stating your mission

Looking at vision

Tending to objectives and goals

Building in values

To be successful in the marketplace, you need to have a clear picture of exactly what you want to do and who you’re doing it for. In other words, you need a vision and a mission.

Let’s say you want to start your own airline. That idea in itself doesn’t make a business. What destinations you’ll fly to, what type of planes you’ll use, how you’ll sell your tickets and to whom you’ll sell them are all burning issues that set what are known as the parameters of your business. You can think of parameter-setting as a process that narrows down the big universe that starting your own airline begins with, until perhaps you train your focus on flying tourists to and from New York (which is where Virgin began).

Defining the parameters of your vision involves getting to know more about your future ...