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 Business Plan (2): Vision, Mission, & Objectives

 Entrepreneurship, February-28, 2006  1

Examples

We bring good things to life (General Electric)

To become the world's leading consumer company for automotive products and services

(Ford Motor Company)

Bank terpercaya pilihan anda (Bank Mandiri)

A Computer on every desktop and in every home (Bill Gates, Microsoft 1975)

Empower people through great software anytime, any place and on any device (Steve

Ballmer, Microsoft, 1979)

BUSINESS PLAN (2): VISION, MISSION AND OBJECTIVES

Budi Hermana 

Vision&Mission

Vision 

Vision is the art of seeing the invisible  – Jonathan Swift 

Vision without action is a daydream. Action without vision is a nightmare."  – Japanese proverb 

Vision is a short, succinct, and inspiring statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms - www.1000ventures.com 

The Power of a Strong Vision. What is your vision? How is this vision communicated to inspire you and your organiz ation? You don’t have a clear and powerful vision? Your vision providesinspiration for you and, if communicated well to your team or organisation, inspires them too - www.business-personal-coaching.com 

The Vision should define what business will become at the end of the strategic planning horizon. The vision is a “future state” description of what we aspire to become, not what wethink we are today - www.smallbusinessnotes.com 

The vision statement describe the organization’s desired future state – King and Cleland, 1979 

One approach to develop a vision statement is to seek answers to the following question: (1)What kind of organization do you want to become, (2) What reputation would you have, (3)

What contribution would you make, (4) Would your products and services expand, (5) Would your customers/client base change, (6) How would your people work together, and (7) What values would embody  – Manning (2000)

Characteristics of an effective vision statement : Imaginable, Desireble, Feasible, Focused,Flexible, and Communicable  – Kotter (1996)

Your Vision defines how you want your business to be seen externally- by clients, suppliers,investors and even competitors  – Rob McLeod (2004)

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Examples

Microsoft’s vision is to empower people through great software- any time, anyplace and on any device. As the worldwide leader in software for personal andbusiness computing, Microsoft strives to produce innovative products and servicesthat meet our customers’ evolving needs. At the same time, we understand thatlong-term success is about more than just making great products. Find out whatwe mean when we talk about living our values.

Mission 

A mission statement is an organization's vision translated into written form. It makes concrete the leader's view of the direction and purpose of the organization. Questions Addressed by Mission Statements (1) What is the purpose of organization?, (2) What is unique about the organization?, (3) What are its principal products and markets?, (4) What are its values?, dan 

(5) Where is it hoping to be in five or ten years' time? (www.1000ventures.com)

Mission is what you want to achieve by starting the business  – www.smallbusinessnotes.com 

The Mission is a statement of purpose and the primary objective for which resources,programs, and plans are aimed. The mission provides direction for members, volunteer leaders, staff, business partners and the public by structuring the foundation upon which the society builds its future. The mission statement should be general and should no contain measurable goals that are subject to change during the planning horizon. Measurable goals and action strategies will be established to achieve the mission  – L.H.Panduren 

Mission statement : Documents the purpose of organizational existence and often contains a 

code of corporate to guide management in implementing the mission  – Kluluyver (2000)

Your mission is what you intend to become or accomplish. It should be challenging but achievable. A well-written mission statement demonstrates that you understand your business,have defined your unique focus, and can articulate your objectives concisely to yourself and others.

The Way to think of this is that the VALUES drive the VISION which in turn drives The MISSION - Rob McLeod (2004) 

Hierarchical Business Plan/Strategy Pyramid 

Vision Statement

Mision Statement

Long-term Goals/Objectives

Annual Objectives

Action Plan

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Tujuan

S

W

OT

Sekarang

Visi

Masa Datang

Level 1 Program Tahunan

Level 2 Rincian Kegiatan

 Planning Horizon Jan Feb Mar Apr Mei Jun Dst

Tujuan

Tujuan

Tujuan 1

Program 1

………………..

……………….

Agu M1 M2 M3 M4

Tujuan

Kegiatan 1

Kegiatan 2

Kegiatan 3

Tujuan 1

Program 1

………………..

……………….

Tujuan 1

Program 1

………………..

……………….

VisiMisi

Long-termObjectives

Annual Objectives

Action Plans

PIRAMIDA STRATEGI: Analisis SWOT, Visi, Misi, dan Tujuan Bisnis

STRATEGY PYRAMID

 

Setting Goals  

The major outcome of strategic road-mapping  and strategicplanning, after gathering all necessary information, is the setting ofgoals for the organization based on its vision and missionstatement. A goal is a long-range aim for a specific period. It mustbe specific and realistic. Long-range goals set through strategicplanning are translated into activities that will ensure reaching the

goal through operational planning. The objectives must be: 

  be focused on a result, not an activity    be consistent    be specific    be measurable    be related to time   

be attainable