Section I. Purpose: Define Your Purpose

“People want to be a part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.”

—Howard Schultz, CEO, Starbucks

Defining your purpose is a critical first step in the process of any marketing plan because it describes why you are in business, where the business is headed, and how people will work together. Purpose characterizes the heart and soul of your business.

In this section of the marketing plan, you will define the following:

• Your company vision, which describes what your company will evolve to become in the future

• Your company mission, which summarizes what you sell, to whom, and how you deliver on this promise

• Values that people in the company must believe in and live by which is evidenced by their behavior

• Specific company goals that will be achieved during the defined planning time period

• A Situation Analysis to describe your company’s current state

• A SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis to define your company strengths and weaknesses relative to external opportunities and threats