MODULE 3b

2. Goals, vision and mission for the cooperation

The starting point and basis of any cooperation must be a common interest. Every cooperation needs a long-term goal orientation as well as a strategic orientation of the cooperation.

After each partner has considered for his own company, whether and how he could benefit through cooperation, there must be consensus in the group about the common cooperation goal. Every partner has to clearly recognize the benefits of cooperation for his purpose. Only then will succeed a high identification and a high motivation for successful implementation of the joint project.

“Who does not know where he wants to go, will not get there”. Ideally, for each entrepreneurial activity the strategic long-term goals as well as the operational short-term goals and the associated actions are formulated.

Important in the goal definition is that goals are measurably defined. A goal must necessarily contain a time and a quantity.

"WHAT does the cooperation want to reach WHEN and TO WHAT EXTENT?”

To formulate a better use of capacity or a higher turnover through cooperation is a declaration of intent, but not yet a useful goal, since it is not measurable and thus not verifiable in the achievement of goals.

The joint cooperation goals must be formulated in writing as they dictate the direction of cooperation. The cooperation goals thus form an indispensable part of a cooperation agreement.

To create the highest possible degree of cooperation awareness and high identification amongst the individual partners it is important to have an understandable guiding vision of the cooperation. A clear and meaningful vision provides energy and motivation to the cooperation.

The vision describes the long-term direction of the cooperation and gives orientation to the formulation of the cooperation goals.

A vision expresses the reason for existence and the inner purpose of the cooperation and should in any case:

  • Be simple and obvious.
  • Be communicable and presentable.
  • Give a strong orientation.
  • Raise mutual enthusiasm.

The written mission statement becomes the guiding idea or vision of cooperation. It should express the main objective of the cooperation and contain the principles of action to align the partners to a uniform line. Above all, the mission statement conveys in a nutshell, what the cooperation stands for.

The mission statement includes:

  • The cooperation philosophy.
  • The area of ​​activity.
  • The positioning of the cooperation on the market.
  • The internal and external principles of conduct.

The mission statement should answer the following questions:

  • What will our specific market look like in five years' time?
  • Will this market remain our specific market?
  • Do we need to adapt to this market?

It must be possible to convincingly convey the idea why and that the cooperation is doing better than their competitors.

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SELF-ASSESMENT

This questionnaire will allow you to evaluate the competences acquired by studying the module.

This project has been funded with support from the European Commission.This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
CO-FARM: Enhancing COoperation amongst FARMing entrepreneurs
Project Number: 2016-1-IE01-KA202-016870

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