Starting a Business For Dummies, 4th Edition

Chapter 9

Considering Your Mission

In This Chapter

Pinpointing your concept

Stating your mission

Looking at vision

Tending to goals and objectives

To be successful in the market place, 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.

Say you want to start your own airline. That idea in itself doesn’t make a business. What destinations will you fly to, what type of planes will you use, how will you sell your tickets and to whom will you sell them are all burning questions that set what are known as the parameters of your business. You can think of this as a process that narrows down the big universe that starting your own airline begins with, until perhaps you focus down 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 customers and more about what you plan to do to woo and win them. Every business needs a winning concept, a clear mission, an inspirational vision and achievable objectives ...