Mission statements are not a formality or something you write to add to your website or hand in for a press release. They are also not something you do when starting out and then never revisit. Instead, mission statements are crucial pieces of your corporate identity that will help you navigate the entrepreneurial world and that can shift over time.

 

More so, from a managerial and financial point of view, mission statements also play a fundamental role in ensuring your daycare center’s success by enabling you to establish short-term goals and help you make sound decisions regarding your business.

 

Sadly, there is no recipe or ‘secret formula’ that can help you craft the perfect mission statement for your daycare. There are, however, several factors to consider if you want to write a compelling statement, including:

• Brand’s Purpose
• Goals & Objectives 
• Target Audience
• Direct and Indirect Competitors
• Brand’s Essence 

 

Below we will explain how these elements tie in and what other things you need to consider when drafting your daycare center’s mission statement.

 

Writing Your Daycare’s Mission Statement

As you now know, a mission statement is a fundamental brand component and should not be taken lightly. Therefore, it is natural to feel overwhelmed or confused by the mere thought of having to write a mission statement for your brand new daycare.

 

Thus, to ease the process, we have paired each of the key factors mentioned above (i.e., Brand’s Purpose, Goals & Objectives, Target Audience, Direct and Indirect Competitors, Values) with a question:

 

1. What is your reason for being or ‘raison d’etre‘? — what motivated you to open a daycare in the first place = Brand’s Purpose
2. What do you want to accomplish? Or what problem are you solving with your center? = Goals & Objectives
3. Who is your ideal customer or ‘Buyer Persona’? = Target Audience
4. What sets your daycare center apart from all the others? — define what makes you special = Direct and Indirect Competitors
5. What is the one thing you want people to feel or know when they come across your center for the first time? = Brand’s Essence

 

Once you have answered all these questions, you will have a clearer picture of what your mission statement needs; meaning what it should include and what can be left out. Nevertheless, this does not mean you will literally answer each of these questions and call it your mission statement. Instead, think about these questions as the talking points of a debate. They are the critical arguments that you need to keep in mind and weave in the conversation.

 

Now that you know what you are going to say consider how you are going to say it. Here’s when you begin to write! But, before you do, below are a few tricks to make sure your daycare’s mission statement is both compelling and practical:

• Keep it short; 1-3 sentences
• Use suitable language
• Always start with an action verb
• Be descriptive; think of the adjectives that best fit your brand’s personality and essence.
• Be honest
• Write in the present tense

 

Mistakes to Avoid When Writing Your Daycare’s Mission Statement

Many things can go wrong when writing your daycare’s mission statement — even more so if you have never done it before. Hence, below we will share four of the most prominent mistakes daycare owners make when writing their statements, so you don’t do the same:

 

• Don’t write a mission statement for the sake of writing a mission statement…

First things first! If you are writing your daycare’s mission statement to cross it off a to-do list, then you are bound to fail. A good and compelling mission statement will not take you 10 minutes to write — it needs to be carefully analyzed and crafted to feel sincere and authentic.

 

Remember, its sole purpose is to set you apart from your competitors and to help you connect with your target audience. And so, if your statement is poorly written or too vague, then chances are, it won’t get your message across in the way it was intended.

 

• Do not rush your mission statement!

We have said it before, and we’ll stress it again: do not rush your mission statement! It is as important as your center’s name, logo, or motto.

 

Hence, it would be best if you took your time to think about what you want to convey and thoughtfully put it into words. Also, do not forget to edit and revise it as many times as you need.

Finally, we suggest you run it by a couple of friends, family, or staff members before making it official.

 

• Avoid long and wordy paragraphs

One of the most prevalent mistakes when writing a company’s mission statement is thinking you need to cover a lot of ground and be as descriptive and explicit as possible. But, in reality, your daycare’s mission statement should only include 2 to 3 key sentences.

Thus, try to stay away from lengthy, wordy statements. Avoid including statistics, facts, or other information that you could easily find somewhere else, and make sure you highlight your essence, goals, and objectives.

 

• Focus only on the near future

When you write your daycare’s mission statement, do not think long-term. It might appear strange, but a mission statement should focus only on your short-term goals and the objectives that will help you reach them.

What the future holds and what you want your center to become in 10-15 years is something you can include within your vision statement.

 

Plus, while a mission statement should be something true to your brand’s core values, do not forget that brands and companies evolve, shift, and change over time.

 

Examples of Great and Compelling Mission Statements

If you are still unsure on how to start writing your daycare’s mission statement or are looking for a bit of inspiration, take a look at these six mission statements from well-known global brands, companies, and institutions:

 

1. Coca-Cola

“To refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

 

2. Starbucks 

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

 

3. Whole Foods

“Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers.”

 

4. Massachusetts Institute of Technology (MIT)

“To advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.”

 

5. UNICEF

“UNICEF promotes the rights and wellbeing of every child, in everything we do.”

 

6. United States Postal Service (USPS)

“To provide the nation with reliable, affordable, universal mail service.”

 

As you can see, all of these statements are concise and to the point, focus on the brand’s intention, purpose, or reason for being, are descriptive and sincere.

 

Learn how to choose a name for your daycare business!

Benefits of a Mission Statement

Now that we have covered the do’s and don’ts of mission statements, it is important to note why your daycare center needs one. Hence, below we highlight several benefits of having a well-written and compelling mission statement:

• It allows you to think about the why and what. Why you decided to open a daycare center, and what makes your center special.
• It enables you to establish short-term goals — aligning your center’s wants and needs.
• It will help you make sound decisions that can be beneficial to the center’s revenue stream.
• It is an effective way to differentiate your daycare from the competition.
• It allows you to hire the correct kind of team members by attracting people who are in sync with your center’s values and intentions.
• It helps build a connection with your target audience.
• It encourages better internal and external brand communications.

 

Mission Statement vs. Vision Statement vs. Value Statement

Mission statement, vision statement, and values are three concepts that are sometimes used interchangeably. But, the truth is, these three concepts (although closely related) serve very different purposes.

 

As we mentioned before, a mission statement describes a brand or company’s reason for being — defining its purpose and essence. It focuses on short-term goals and supports your vision.

 

A vision statement defines what you aspire to be; it looks into the future and suggests long-term goals.

 

Lastly, your brand’s value statement lists your core principles and will establish your company’s culture, and will guide your team’s decision-making process.

 

Related Questions

1. How long is a mission statement?

Although there is no standard length for mission statements, the most effective statements are typically concise. Thus, try to keep your company’s mission statement one to three sentences long and don’t go over 150 words.

 

2. How can I attract new parents to my daycare?

There are many ways to market your daycare center to attract new parents. Below are five ideas to get you started:

1. Build a solid digital presence by creating a professional-looking website and inviting profiles on social media platforms.
2. Advertise on well-known parenting websites, forums, or groups.
3. List your center in local directories.
4. Encourage word-of-mouth by offering referral discounts or benefits.
5. Host an open-house event.

 

Please note: This blog post is for educational purposes only and does not constitute legal advice. Please consult a legal expert to address your specific needs.

To learn more on how to start your own daycare checkout my startup course and documents here.