A simple structure to align your direction, purpose and execution.
Your vision is the future you want to create. It describes the world after you succeed. It should be inspiring, long-term, and easy to remember.
Your mission is what you do every day to move toward the vision. It should describe your customers, your offer, and your core approach.
Objectives translate mission into measurable progress. Good objectives are specific, time-bound, and connected to your strategy (not random tasks).
| Type | Meaning | Example |
|---|---|---|
| Strategic objective | A major outcome that changes your position. | “Enter the UK clinic segment and win 25 paying customers.” |
| Operational objective | Improves execution of the strategy. | “Reduce onboarding time from 45 min to 10 min.” |
| Financial objective | Targets revenue, margin, cash, runway. | “Reach £15k MRR by Month 9 with churn below 3%.” |
| Customer objective | Targets customer value and satisfaction. | “Achieve NPS 45+ by Month 6.” |
Use SMART to avoid vague goals: Specific, Measurable, Achievable, Relevant, Time-bound.
Use this quick check to ensure you’re not writing random statements:
A simple structure to align your direction, purpose and execution.
Your vision is the future you want to create. It describes the world after you succeed. It should be inspiring, long-term, and easy to remember.
Your mission is what you do every day to move toward the vision. It should describe your customers, your offer, and your core approach.
Objectives translate mission into measurable progress. Good objectives are specific, time-bound, and connected to your strategy (not random tasks).
| Type | Meaning | Example |
|---|---|---|
| Strategic objective | A major outcome that changes your position. | “Enter the UK clinic segment and win 25 paying customers.” |
| Operational objective | Improves execution of the strategy. | “Reduce onboarding time from 45 min to 10 min.” |
| Financial objective | Targets revenue, margin, cash, runway. | “Reach £15k MRR by Month 9 with churn below 3%.” |
| Customer objective | Targets customer value and satisfaction. | “Achieve NPS 45+ by Month 6.” |
Use SMART to avoid vague goals: Specific, Measurable, Achievable, Relevant, Time-bound.
Use this quick check to ensure you’re not writing random statements:
PESTEL helps you understand the macro forces around your business idea in a country context. You’ll get risks, opportunities, actions and a severity score.