Intent Statements

The goal of Mission/Vision statements is much like that of the Paragraph Pitch; They provide a quick overview of the business to interested consumers and investors, and can be used as a reference for people within the company in making decisions.

A list of intent statements is another way of providing similar information, and is more specific than mission or vision statements are. Intent statements are just that - things that you intend to do with your business. They may include sales goals, customer reactions, product line expansion goals, or statements about the company’s core values, and provide a more tangible look at the goals and attitudes of a company.

Some examples of intent statements are:

• To capture 10% of the total market share for pet nutrition products in Alberta by 2005.
  
  
• To be recognized by consumers as one of the top five manufacturers of nutritional products in the country.
  
  
• To sign a deal with the X chain of health food stores, enabling distribution across North America in the next two years.

Case Study - Intent Statement: Le Canard Goulu