Writing a mission statement as part of a marketing plan for a small, new firm is surprisingly easy. It is supposed to stay short, and it needs to be concise. Roman Temkin discusses more about this on his latest presentation.

1. Overview on Writing an Effective Mission
Statement
Writing a mission statement as part of a marketing plan for a small, new firm is surprisingly
easy. It is supposed to stay short, and it needs to be concise. All mission statements need to be
written from the point of view the main customer in the base. Three questions should be asked
before writing the mission statement, and all three questions need to be answered within the
statement. First, ask the question, “What do we do?” The next question, which should be
answered in the statement is, “How do we do it?” The final question being answered is, “Who
are we doing this for?” Answer these three questions concisely, and there will be a successful
mission statement. Anything regarding the vision statement should be developed first, and it
absolutely must stay out of the mission statement.
The What Do We Do We Question
This part of the mission statement being answered should not include the physical aspects being
delivered to the customers. The answer needs be the psychological need being satisfied by the
product when customer makes the purchase. Customers spend money based a variety of reasons

2. like logistical, economical and emotional. Tell the customers what they are getting in terms of
their satisfaction inside of the mission statement, and be sure to leave the physical part out of it.
The How Do We Do It Question
This is the part of the mission statement when it is recommended to include the physical or
technical aspect, but make sure it only applies to how the product is being delivered. The reason
is to sort of try and impress the customer. It should try and fit in with the psychological need for
the motivation behind the purchase. This is where the majority of the psychological and the
physical aspects of the mission statement should meet. Make the delivery of the need sound
technical but easy.
The for Whom Do We Do It for Question
Answering this question correctly as part of the mission statement is vital, even if it appears to be
common sense. Despite businesses wanting to believe in the myth of everyone possibly being a
customer, it just is not the case. Not everyone is a potential customer. There are geographic and
demographic limitations for customers, so outline the limitations in the mission statement. When
the business expands, then new demographics can be added.
Roman Temkin is a real estate developer from NYC.