Strategic Business Planning for Commercial Producers

How Are Vision & Mission Statements

Used to Set the Strategic Direction?
 Strategic Business Planning for Commercial Producers

Vision/Mission Statements
• Statements that explain who we are
– Type of organization
– Products/services
– Needs we fill
• Statements that explain our direction, our purpose,
our reason for being
– What difference do we make?
• Statements that explain what makes us unique
– Values
– People
– Combination of products and services
 Strategic Business Planning for Commercial Producers

Business Vision Statement

A statement that clearly defines the firm’s
“reason” for being in business
– Should significantly stretch the resources and
capabilities of the farm
– Should inspire people in the organization to
achieve things they never thought possible
– Should unite people in the organization toward the
pursuit of one common goal
 Strategic Business Planning for Commercial Producers

Business Vision Statement

• A guiding philosophy
• Consistent with organizational value
• Influenced by the strengths and weaknesses
of the business
Strategic Business Planning for Commercial Producers

Components of a Vision Statement

• Core ideology
– Core Values - timeless guiding principles
– Core Purpose - reason for being
• Envisioned future
– Big Hairy Audacious Goals (BHAG) - clearly
articulated goals
– Vivid description - a graphic description of what
success and the future will be like
• Recognition of service to stakeholders
– Owners/creditors
– Employees
– Customers
Strategic Business Planning for Commercial Producers

Mission Statements
• The mission statement of an organization is
normally short, to the point, and contains the
following elements:
– Provides a concise statement of why the
organization exists, and what it is to achieve;
– States the purpose and identity of the organization;
– Defines the institution's values and philosophy; and
– Describes how the organization will serve those
affected by its work.
Strategic Business Planning for Commercial Producers

Vision vs. Mission

• The vision is more broad and future

oriented – the goal on the horizon
• The mission is more focused – how you
will get to the horizon
 Strategic Business Planning for Commercial Producers

Examples of Vision Statements

Ben & Jerry’s
Product: To make, distribute, and sell the finest quality all
natural ice cream and related products in a wide variety of
innovative flavors made from Vermont dairy products.
Economic: To operate the Company on a sound financial basis of
profitable growth, increasing value for our shareholders and
creating career opportunities and financial rewards for our
employees.
Social: To operate the Company in a way that actively recognizes
the central role that business plays in the structure of society by
initiating innovative ways to improve the quality of life of a
broad community: local, national, and international.
 Strategic Business Planning for Commercial Producers

Examples of Mission Statements

Wyffels Hybrids
Wyffels Hybrids is a
regional agricultural
seed company
providing elite corn
hybrids, high oil corn
seed blends, and
premium alfalfas to
farmers of the U.S.
midwest.
 Strategic Business Planning for Commercial Producers

Examples of Vision Statements

Cornelius Farms
To be a farm business that farms and/or manages land to
best satisfy the landowner. To be one of the very best
farmers and farm managers in our region. To rent farm
land by striving to obtain maximum income per acre,
thus creating maximum profits for the landlord and
tenant, through the use of distinguished management of
the land. We also have the motto that “appearance is
everything,” that goes for our equipment to your land.
We make every effort to ensure that the landowner’s land
is virtually weed free and well kept.
 Strategic Business Planning for Commercial Producers

MBC Farms
Vision
MBC Farms will be an agribusiness focused on the profitable, progressive,
and sustainable production of premium quality identity-preserved grains,
oilseeds, and dairy products. MBC Farms will be a respected, responsible
neighbor and an asset to our community. We prefer a rural lifestyle and
are willing to embrace change as a means to that end. MBC Farms
provides the opportunity for our children and employees to participate in
production agriculture either as owners and/or managers of the business.
Mission
MBC Farms is a producer of grains, oilseeds, specialty crops, and milk. Our
mission is to be recognized by our business associates and competitors as
one of the top producers in our area and to make sure that productivity
translates into prosperity and growth for everyone involved with our farm.
Strategic Business Planning for Commercial Producers

Exercise
• Spend some time thinking about the vision and mission
of your farm.
• The exercises have a set of questions that will help frame
your thinking.
• Begin writing things down today; you can revise and
work on it more later.
• Remember developing vision and mission statements are
not immediate occurrences; they take time, reflection
and practice.
Strategic Business Planning for Commercial Producers

Strategic Business Planning for

Commercial Producers