Here are some “starter” statements helpful when creating plans over the years. Feel free to use these until you get more comfortable crafting your own statements.

The first sentence of each category always starts with, “On 1/1/2015 [or whatever the horizon date is] CLIENT and/or PROJECT TITLE is...

Focus

  • We are in the business of…
  • We are not focused on...
  • We are not in the business of...
  • We do not...
  • We do…

Dollars and Sense

  • We are generating $X in revenue.
  • We have increased revenue by X%.
  • We have generated X leads through....
  • We have %X of annual revenue allocated to marketing or operations.
  • We have hired XX employees.
  • We have implemented…
  • We have engaged partners to…
  • We have adequate resources to complete…

Market Position

This section should be short and sweet. One to two sentences max. 

  • We are the sole provider of…
  • We have a unique and differentiating position as…
  • We are the regional leader first to focus on…

Brand

  • We have a clear and [locally, regionally, nationally] recognized brand as…
  • Our brand reflects…[people, culture, ideas]

Outside Perception

Use words like think, feel, believe, perceive here.

  • We are perceived to be...
  • Our customers [think/feel/believe]…
  • Our potential customers [think/feel/believe]…
  • The media [think/feel/believe]…
  • Potential investors [think/feel/believe]…
  • Potential employees [think/feel/believe/perceive]…

Inside Perception

  • Our employees [think/feel/believe]...
  • Our board [thinks/feels/believes]...
  • Our current investors [think/feel/believe]...
  • Our partners [think/feel/believe]...

Innovation

  • Our approach to innovation is [disruptive, conservative, etc.]...
  • We follow...
  • We adapt...

Decision Approach

  • We have a culture where decisions are...
  • Our approach is...
  • We don’t dwell…
  • We are methodical…
  • We are not afraid to…
  • We will deviate from ___ if ___.

Talent

This is a list of 8-10 characteristics max.

  • Our talent exhibits the following characteristics...

Giving Back 

  • We support XX philanthropic events per year.
  • We encourage our employees to...

Motivation

  • We motivate our employees through [monetary rewards/recognition/etc].

Ownership (Organizational-level only)

  • We will be [privately held, sold, led by board, offers on the table, ready to sell].

Economics

  • On DATE, the economy [HAS or HAS not] impacted our development.

Technology

  • On DATE, tech advancements [HAVE or HAVE not] impacted our development.

Market

  • On DATE, the market demand for our product has [INCREASED OR REMAINED STABLE].

Regulations

  • On DATE, new regulations have [HAVE or HAVE not] impeded our ability to grow.

We recommend surveying your clients immediately after the Plan session to learn what's working and what's not. We'll discuss this the post Planning survey next.

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