Strategic Planning
Part IV:
Vision
Values
Mission
"Strategic planning is
worthless—unless there is
first a strategic vision."
- John Naisbitt
Vision Statement
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A vision is a global concept, it paints Vision
a picture of the social enterprise's direction
and future.
It states the ultimate long-range goal for
your social enterprise. An effective vision
statement succinctly communicates an
uplifting philosophy that energizes social
enterprise stakeholders to embrace
challenges in order to successfully
accomplish goals.
Vision Life Span 10 – 20 Years
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The time to revisit your vision statement is the
point when your enterprise either has achieved its
vision or has substantially moved away from it.
Microsoft Example
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1975 Vision Statement - "to put a computer on every
desk and in every home ."
1999 Vision statement - "offering people and businesses
the ability to be connected and empowered any time,
anywhere, and on any device."
Vision Statement
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How do you envision your organization in
10 years?
How is what you hope to achieve
embodied in this vision?
In one or two lines, write a vision
statement for your organization.
Your Organizational Values
List 3-5 values – you perceive
your organization to have
 List 5-10 characteristics that
distinguish your organization

Values Example
“The mission of Southwest Airlines is dedication
to the highest quality of Customer Service
delivered with a sense of warmth, friendliness,
individual pride, and Company Spirit”

Characteristics:
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Short
Cattle call
No food
Everyone does all jobs
Curbside check in
Employees make jokes
One of the best companies to work for
Can’t book through travel agent
One class
Core Values Example
“The mission of Southwest Airlines is dedication to the
highest quality of Customer Service delivered with a
sense of warmth, friendliness, individual pride, and
Company Spirit”

Characteristics:

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Shorts
Cattle call
No food
Employees do all jobs
Curbside check in
Employees make jokes
One of the best companies to work for (benefits, compensation,
and ambiance)
Can’t book through travel agent
One class
Southwest Airlines Core Values
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Low Fares
On-time
Customer Service
Fun
Live by Your Values
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Southwest Airlines’ CEO received a letter
from a customer complaining that a flight
attendant made a joke during the safety
demonstration.
The CEO’s response: “We will miss you.”
Values Exercise
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List organizational characteristics
(actions)
Translate into values
Deconstructing the Mission
Exercise:
Writing the Mission Statement
The Mission is the Anchor
To
Vision
Unrelated
Opportunity
Compatibility of Mission & Scaling Strategy
NW Works Mission Example:
 2001 - Prior to Developing Scaling Plan
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“Enable adults in Winchester Country,
Virginia with disabilities to select, secure and
sustain valued employment.”
2005 – Post Scaling Plan
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“Enable adults with disabilities to select,
secure and sustain valued employment.”
Revisit mission statement
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Why – problem statement
What – purpose statement
For whom – client statement
How – business statement
Who – value proposition
Does your mission statement enable /
support your scaling goals?
Describe your Client
1.
2.
3.
4.
Whom have you identified as the target
population of your organization?
What are their needs?
What are their characteristics?
Where are they located?
1. Client statement
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"The target clients of the Haiti
organization are poor women engaged in
food transformation of agricultural
products in the Goavian region, the
community surrounding the local
implementing partner".
Describe the problem
¨
¨
What is the predominant need you identified
among your target population?
What are the constraints or barriers the
target population faces to solving this
problem?
2. Problem statement
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"The main problem faced by these
women microentrepreneurs is access to
markets in which to sell their products."
Purpose

What will the ultimate result of your work
be?
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How is the situation going to be different
because of the organization?
What is going to change for the target
clients?
3. Purpose statement
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"To increase economic opportunities and
income of poor women entrepreneurs
engaged in food transformation of
agriculture."
Describe your “business”

¨ The business statement describes basic
strategies and/or methods you will use to
accomplish your purpose.
4. Business statement
“To increase economic opportunities and
income of poor women entrepreneurs
through production technology, research
and development, and marketing services
that enable them to produce
commercially competitive, high-quality
goods and link them directly to markets."
Describe your values

The value statement describes the beliefs
and guiding principles of your
organization.
Core Vales are the Pillar of Mission
And evidenced
by organizational
characteristics
5. Values statement
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The organization is committed to bridging gaps
of economic disparity among poor women
microentrepreneurs and developing selfdetermination. The guiding principle of the
organization is to operate as a business with
the goal of full cost recovery, believing this to
be the only viable means to achieve sustainable
objectives of economic justice and improved
quality of life for poor women in the Goavian
region of Haiti.
Mission Statement for TARTINA
"To increase economic opportunities and income
of poor women entrepreneurs engaged in food
transformation of agricultural production in the
Goavian region of Haiti through the creation of
a financially viable organization that provides
them with commercialization services and
market linkages so they can supply high-quality
products to their customers."