Mission Statement + Vision Statement

[Chinadavid18]

Hello all,

We have been working on the drafts of the mission and vision statements for our new ethical family and baby brand. Just wondering what the first impressions are?

Mission
"To be a global but local ethical retailer that inspires, informs and empowers parents worldwide, and improves that lives of families and children that are most in need".

Vision
Ensuring that retail means a sustainable, healthy and equitable world for our families and children where everyone has the chance and opportunity to succeed.

All feedback is most appreciated.

Thanks

 

[ethical PR]

Are all profits from your products supporting 'families in need'?

I have know idea by reading these statements about what you do.

 

[NickGrogan]

A load of meaningless buzzwords that suggest you dont have any real idea what you want to do and why, other than open a shop.

If your goal is "improve that lives of families and children that are most in need", why are you opening a shop?

 

[NewGardenStyle]

Would have to agree the above - it's quite meaningless. Better suited to a charity / NGO (which I assume you are not).

 

[fisicx]

Your mission statement and vision is personal to you and never needs to be seen by anyone else. So write it on the wall of the office if you want but as already suggested it's meaningless waffle to anyone else.

 

[Chinadavid18]

All useful comments, thank you!

We are not an NGO or Charity but we feel strongly that we need to give back to the community (for example a donation with every purchase). This is important to our target market and frequently appears in the research that we have conducted.

I understand that the statements are not a full explanation of our business but we want to create a mission statement and vision that is memorable for our customers, employees (this also helps create a positive internal culture) as well as potential investors.

We need to create something represents our values, what we do and why we do it. Of course we have this in our business plan but conveying it a few words is not easy. The above statements do not achieve this.

Removing buzzwords and simplifying the language will make the statements more effective and more memorable. Also, the fewer people that say it is meaningless waffle without knowing all the details the better.

 

[billmccallum1957]

Hello all,

We have been working on the drafts of the mission and vision statements for our new ethical family and baby brand. Just wondering what the first impressions are?

Mission
"To be a global but local ethical retailer that inspires, informs and empowers parents worldwide, and improves that lives of families and children that are most in need".

Vision
Ensuring that retail means a sustainable, healthy and equitable world for our families and children where everyone has the chance and opportunity to succeed.

All feedback is most appreciated.

Thanks

Confusing is probably the best way to describe this.

'Global but local' - How?

What ethics are inspiring people with? With what and how are you going to inspire?

How are you empowering parents?

How can a global business be sustainable if you have to send products to the other side of the globe instead of buying locally?

We have global organisations and charities working on health and equity for those most in need, they have been trying (and failing) for many years, so how are you going to assist them?

 

[TODonnell]

Here's my 2p:

Mission statements induced nausea and boredom when they were fashionable, about 20 years ago.

Nowadays, you don't hear about them at all.

I think it was part of the oily 'caring' culture exemplified by Tony Blair, which, by being, at root, insincere, ends up putting people off.

- You want to convey to customers you care? Do it by offering a great good or service and back it up after the sale.

 

[Paul Kelly ICHYB]

All good comments so far and I have to agree - generally a load of guff with buzzwords to keep people who know no better (or think they do!) happy!

Anyway, a mission statement is what you want to do. A vision statement is what you want to become/achieve.

 

[NickGrogan]

we need to give back to the community (for example a donation with every purchase).

But that's not you giving back to the community is it? That's me the customer giving to the community through you.

It might be important to your target market, but if it's not important to you, then it just looks like you're doing because they want it, which is not going to work for anyone.

 

[fisicx]

You don't need to tell me your mission or vision. You just need to tell me that you are donating all your profits to X and hope the X is a charity I support.

 

[SamLH]

This is just filler material which is taught at school and is not real life business at all.

 

[DontAsk]

House!

Sorry, I thought we were playing buzzword bingo.