Mission,Possible,amp,#58,Know, business, insurance Mission Possible: Know and Use Your Company Mission
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The world works better when we know our mission. What do you wantto settle at your parent eacher conference? If you're runningfor a public office, what do you want to take on as your cause?If you are spending money and time and worry to start your ownbusiness, ask yourself why. The passion you use in answering thatquestion will give you a clue to your mission statement. Itdefines your purpose!Lots of companies still operate under the single purpose thatdrove a founder to start the company long ago. L.L. Bean has notonly survived, but thrived by adhering to Leon Leonwood Bean'smission set in 1912. He formulated it based on his passion forthe outdoors, a profound belief in honesty, and an unwaveringcommitment to quality and customer satisfaction. That has definedthe business for 89 years!The greatest mistake companies make is to forget what theirmission is. It makes things foggy, undefined, confusing.Principles and policies, and more importantly marketingmaterials, can get formulated according to department managerwhims. How can your company message stick in the minds of yourtarget audience if you don't know it yourself?Once you determine your company mission, it should play a part inevery business decision you make.Case Study: Buyers United, Salt Lake City, Utah, founded 1986In operating like a coop, or buying collective, the company wouldset out to get reduced rates on services like long distancetelephone and Internet service. As the membership increased andso did the company's buying power, more services would be addedto the menu.The mission statement was set at the very first meeting, in theowner's living room, where he and 17 friends gathered to discussthe idea for starting such a company.Company Mission: "Our mission is to deliver high quality,essential goods and services at the lowest price, and to help ourmembers save money, lower their cost of living, and elevate theirquality of life."The statement was printed onto large framed posters and displayedclearly throughout the offices. Telephone salespeople understoodthe company mission from day one. The sales representativesexplained the mission, or "cause" to join forces in order tosave, to potential new members.The mission was the foundation of the total marketing effort. Thecompany motto "Joining Forces to Cut Prices" was included underthe logo at all times. From the new member welcome kit to phonecards to brochures and even to personal letters from thepresident, the mission was emphasized. Sales letters were oftensigned, "United we save" and "Let's go forward in partnership!"In the monthly newsletter to members articles emphasized how manytimes since its inception the company had pushed for and gottenrate drops. Persuasive sentences emphasizing the company missionwere worked into copy. A popular one was, "We're a group ofconsumers like you, organized to demand great rates on theservices we all need."Brand new members, excited about the company's mission, wereinterviewed, as well as long term members who had earnedsubstantial rebates for referring others to the company. Thathelped the company multiply and achieve ongoing success. And thatwas made possible, largely because the take-action, cause-relatedmission statement had been repeatedly and effectivelycommunicated to members since the company's inception!Note: Buyers United changed its name to BuyersOnline.com. Article Tags: Company Mission, Mission Statement
Mission,Possible,amp,#58,Know,