mike.jones@walescooperative.org
Who Are We?
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Set up in 1982, offices across Wales, 50+members of
staff
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Delivering projects on behalf of Welsh Government and
the European Union
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Our vision: For Wales to be the international leader for
co-operative thinking and action
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Our mission: To develop sustainable businesses and
strong, inclusive communities by working co-operatively
Three key areas of work
• Enterprise Support
Free support to set up and run co-operatives and social enterprises,
including employee buy-outs, community based co-ops and co-operative
consortia. Business consultancy service provides paid-for support.
• Digital Inclusion
Helping enterprises, community groups and voluntary organisations
become more competitive and take advantage of information, services and
opportunities online.
• Financial Inclusion
Advising public sector organisations on how to help people avoid financial
problems, and supporting credit unions in their mission to provide
affordable, secure financial services to all parts of our community.
Business Strategy
What is a business strategy?
“the direction and scope of an organisation
over the long-term”
(Johnson and Scholes - Exploring Corporate Strategy)
Business Strategy
What goes into a business’ Strategic
Framework?
• Vision
• Mission
• Values
• Aims
• Objectives
Group Activity
Vision
Describes a picture of the company's future and the
direction it is headed. It should answer the following
questions:
• What will the business look like in 3 to 5 years
from now
• What things you are going to try and achieve
• What customer needs you are going to address
Example of a Vision Statement(1)
“to become the world's leading consumer
company for automotive products and
services”
(Ford Motor Company)
Example of a Vision Statement(2)
“to be the world's most customer-centric
company, where customers can find and
discover anything they may want to buy
online at a great price”
(AMAZON.COM)
Example of a Vision Statement(3)
“To make, distribute and sell the finest
quality all natural ice cream and euphoric
concoctions with a continued commitment to
incorporating wholesome, natural ingredients
and promoting business practices that
respect the earth and the environment”
(Ben and Jerry's)
Example of a Vision Statement(4)
"to be one of the world's leading producers
and providers of entertainment and
information, using its portfolio of brands to
differentiate its content, services and
consumer products”
(Walt Disney)
Mission
What is a Mission Statement?
“a statement of company's, team's or
organisation's purpose describing what
business the company is in and the customer
needs it is trying to meet”
Example of a Mission Statement(1)
“To enrich people's lives with programmes
and services that inform, educate and
entertain”
(BBC)
Compare with the BBC's vision statement
"To be the most creative organisation in the
world."
Example of a Mission Statement(2)
"To grow a profitable airline...Where people
love to fly...And where people love to work."
"Safety, security and consistent delivery of
the basics are the foundation of everything
we do."
(Virgin Airlines)
Example of a Mission Statement(3)
"To inspire and nurture the human spirit One person, One cup, and One
Neighbourhood at a time“
(Starbucks)
Example of a Mission Statement(4)
"To give ordinary folk the chance to buy the
same thing as rich people.“
(Wal-Mart)
Values
What are Values?
“principles that guide an organisation's
internal conduct as well as its relationship
with the external world”
Examples (Handout)
Aims
A number of statements of purpose to
achieve the Mission
e.g. we want to grow the business into
Europe
Aims
Aims need to address:
• Financial - satisfying owners, employees,
suppliers, funders…..
• Market - satisfying clients & customers
• Internal Business Processes - appropriate
and well operated.
• Learning, Innovation and Growth - ability to
change, improve and innovate
Objectives
Effective Objectives meet the Aims and ideal contain
the following criteria:
• S – Specific e.g. a hotel might have an objective of
filling 60% of its beds a night during October.
• M - Measurable e.g. £10,000 in sales in the next
half year of trading.
• A - Agreed by all those concerned in trying to
achieve the objective.
• R - Realistic should be challenging but attainable.
• T- Time specific e.g. by the end of the year.
Research & Analysis
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PESTEL
SWOT
Publications
Experience (Historic)
Stakeholder Consultation
Other
Legal Structures
Diolch yn Fawr!!
Thank you!
Any questions?