What is the
company purpose?

How can we help
customers in the best way?

Business purpose What the company
does for its customers
The reason Company
for existing mission
How the company
helps people
How the company
makes a positive
difference for people How the company
makes meaning
The goal of
the company What the company
really cares about
The business
the company is in How the company helps people
solve a problem they have

A good business plan starts with a clearly
defined problem - something that’s really
troubling or compelling.
Source
http://sloanreview.mit.edu/business-insight/articles/2009/2/5121/why-business-plans-dont-deliver/

”Make meaning. Make a difference. Don’t
do it for the money. Do it because you want
to make the world a better place.”
Arthur Rock, founder of Intel,
about building a business.
Source: Kawasaki, Guy: The Art of the Start, p. 120.

Source:
http://business-model-design.blogspot.com/2009/08/business-models-beyond-profit-social.html
http://www.slideshare.net/Alex.Osterwalder/business-models-beyond-profit-social-entrepreneurship-lecture-wise-etienne-eichenberger-iqbal-quadir-grameen-bank-grameen-phone

8 examples of
business purposes

#1

Google's mission is to organize the world's information
and make it universally accessible and useful.
Source: http://www.google.com/intl/en/corporate/facts.html

#2

”..I was very excited about the idea of democratizing
media, and that’s what mattered. It mattered more
than the company really.”
Evan Williams
Source: Livingston, Jessica: Founders at Work, p. 118.

#3

People don’t go into a DIY store because they
need one of our drills. They go because they
need a hole in the wall.
CEO of Black & Decker
Source: http://www.innovationtools.com/Articles/EnterpriseDetails.asp?a=382

#4
Railway
transportation

To get something or someone from A to B
cheaper,
safer,
faster, and/or
more environmentally friendly.
Source: Kolind, Lars: The Second Cycle, p. 40.

#5
Service for
elderly people

To improve the quality of life of elderly people.
To help elderly people become self sufficient.
To help elderly people keep attached to
family and friends.
Source: Kolind, Lars: The Second Cycle, p. 40.

#6
Diagnostics industry
companies

Help doctors and nurses save more patients’ lives.
Help doctors and nurses save time, so they can
serve more patients every day.
Source: Kolind, Lars: The Second Cycle, p. 40.

#7
Educators

To help people develop themselves
professionally and personally

#8
Vegetable farm

To make vegetables that taste better.
To make vegetables that are easier to prepare.
To make vegetables that are free of pollution of any kind.
Source: Kolind, Lars: The Second Cycle, p. 40.

Source: http://www.juckerfarmart.ch/index.php?hoflaeden

Source: http://frankcalberg.blogspot.com/2009/03/apple-day-at-jucker-farmart.html