What is in a Business Plan: Mission Statement, Core Values, and Core Purpose (Part 3 of 11)

Making a Business Plan from the Startup Garage
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Time For Completion: Approximately 5 hours

Your company’s Mission Statement, Core Purpose, and Core Values represent your company’s beliefs and values.


When writing a Mission Statement you are writing your organizations primary goal and purpose.

A company’s Core Values are qualities that the company would not give up no matter what, even if it meant going out of business. A Core Purpose is the reason that the company is in existence. The Core Purpose gives meaning to what the company or organization is doing and it will guide the company through both good and bad phases.

What’s in It?

The Mission, Core Values, and Core Purpose section is usually the shortest section of the business plan, containing only a few phrases or sentences. A Mission Statement is usually only a sentence or two, giving a complete and inspiring description of your company’s main goal. Core values are a short list of words or phrases that all members of the company will strive to embody. The Core Purpose is usually only one sentence, and is the most basic definition of what the company does.

Why it’s Important

It is an opportunity to show your passion for what you wish to accomplish and how you will go about doing so. More importantly, this section of your business plan serves to create the identity of your company. The Mission, Purpose, and Values that you state here will guide you and your team members through all of the challenges and successes that lay ahead of you in your business.

The next article will tell you how to set up a product description section. Remember, you can take a look at one of our sample business plans at any time.

Whether you have a question about your Core Values or you’d like to discuss our business plan writing services, feel free to contact us for a free consultation!

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About Tyler Jensen

I work with entrepreneurs who are looking to attract investment and get out of the "Garage". I am passionate about helping entrepreneurs start companies that matter. I helped launch over 100 Companies, Non-Profits and Social Enterprises. I consider myself a serial entrepreneur, startup coach & trusted advisor. * Launching New Companies (For Profit, Non-Profit and Social Enterprise) * Expert Business Plan Writer * Extensive Network of Business Relationships focused on Launch & Rapid Growth of New Companies * Startup, Growth, Marketing, Technology, Web, Business Systems * Trusted Advisor to CEO’s & Entrepreneurs * Capital Raising Strategy Development * Startup Team Development The first company I started and sold is VAVi Sport & Social Club which grew to over 25,000 members in six years, was recognized as San Diego’s 30th fastest growing private company in 2006 by the San Diego Business Journal and 32nd fastest in 2007, and sold for over 25X the capital investment.