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The mission statement gives direction to your planning efforts and the executive summary is a marketing document to be used in attracting investors.Your business plan is a serious, factual description of your business model, marketing model, revenue model, operations model, build-out and financial projections.They don’t have time to go over every single detail about every department.
The mission statement is a sentence or, at longest, a paragraph that concisely outlines the character of your company and its goals.
Start by defining what your company does, who it serves, why it operates the way it does, how it competes in its industry and what goals it is expected to meet.
The next thing to do is write your mission statement, which is often included in the executive summary.
The main purpose of the mission statement is to inspire the employees to support the company goals, to tell the world why you’re in business, and to state your values.
In the introduction or company description section, many people include a mission statement.
Although it is not necessary to the business plan document, creating a mission statement is an exercise that serves to give direction to the business planning process because it defines a company's character -- its reason for being.That’s why the executive summary is included in the first part of a business plan.It gives a top level summary of all the information included in the rest of it.Its purpose is to entice the reader to ask to see the entire business plan.Your mission statement is the beginning of your brand messaging -- how you present your enterprise to the consumer.Why include an Executive Summary and Mission Statement?Upper managers only want to see condensed information.Another important reason to write a clear and concise executive summary is for potential investors or lenders.Just like the high level executive, people in financing don’t have time to read each detail about your company.An executive summary is approximately one page long and briefly outlines the main points of the business plan.It is used as a stand-alone summary that can be presented to potential investors, partners, service providers and customers to give them an idea of what the company does, how it operates, its expectations and its needs.