What's your company's purpose?
Explain why your company exists and your meaning for being. For the TARGET AUDIENCE who has this PROBLEM, your company provides this SOLUTION.
Different from the MARKET LANDSCAPE, you have this ADVANTAGE by providing this REASON TO BELIEVE.
What are the organization's long-term, financial goals?
Describe where you plan to be, and how you plan to make a larger impact, when you achieve your mission. Where do you see your company in 5 years? What will the market landscape look like? Where will the community and the world be as a result of your organization's mission?