1. Tool 9:
Crafting
Your Vision
Statement
This project has been funded with support from the European Commission. Thispublication reflects
the views only of the author, and the Commission cannot be held responsible for anyuse which may
be made of the information contained therein
2. Tool 9: CraftingYour VisionStatement
Thistool will helpyouto envisage the kindof business youwanttobe (and donot want tobe) in
termsof yourproductsand services,customersand yourenvironment.
Describe three characteristics of your
product and/or service:
What is the product or
service?
Describe three characteristics of what
your product and/or service will NOT
DO:
Describe three of your BEST current
customers target groups or your ideal
customer target groups:
Who is the customer?
Describe three of your target groups
you WOULD NOT be better off
serving:
Describe three characteristics of
successful cultural heritage tourism
enterprises you admire and would
like to emulate:
What is the business
environment?
Describe three characteristics of
other cultural heritage tourism
enterprises you WOULD NOT LIKE to
emulate:
Nowuse your answerstocraft your VisionStatement.
3. Step 1: Create a visionstatement by fillinginthe blanksbelow.Readit back or betterstill have
someone else readitbackto you.Howdoesit sound?
VisionStatement(firstdraft)
Withinthe next……… years,grow <insertenterprise name>intoasuccessful
local/regional/national enterprise <deleteasappropriate>providing……….<insertdescriptionof
productsor services>…………. to ………<describe yourideal customers>……
Step 2: Rewrite your visionstatement above,modifyingitintoyourownwords.
Step 3: Now re-write this statementinto a positive,optimistic,nolimits,outrageous vision
statement!
Example VisionStatement:
“Overthe next2 years,we will provide 100,000 healthconsciousyoungpeoplewith awacky, fun-
filledvisitorexperience whichshowcases how ourlocallygrown organicfoodsandingredients can
be usedto create delicious,healthyandnutritious mealsinourCreative Cuisine café bar.”
Creative Organic Food
