© All rights reserved. 

How to Set up a Strong Business Strategy That Makes Sense

Here’s how to setup a great business strategy and what are the risks of not doing so.

Start with the foundation activities of defining your mission, vision, values, long-term goals, and themes. Learn how to create these elements, see how other did it with real-life examples, and understand the consequences of not doing so. 

By following these steps, your business will be well-positioned to create impactful user experiences and marketing campaigns that drive success.

The Blueprint for Startup Success

A well-defined business strategy serves as the blueprint for your tech startup’s success. It helps ensure that your marketing and UX initiatives align with your overall business objectives, creating a cohesive brand experience for your customers. By defining your mission, vision, values, long-term goals, and themes, you’ll establish a strong foundation that drives growth and innovation in the competitive tech landscape.

Mission, Vision, and Values: Cornerstones of Your Startup's Strategy

Mission, vision, and values are the core components of your business strategy. These elements guide decision-making and help create a sense of purpose and direction for your organization.

Mission Statement: Your mission statement defines your startup’s purpose and reason for existing. It should be concise and communicate what you hope to accomplish.

Example: Slack, a leading business communication platform, has a mission statement to “make work simpler, more pleasant, and more productive.”

Vision Statement: Your vision statement outlines your long-term goals and aspirations for the future. It should be forward-looking and inspiring, providing a roadmap for success.

Example: Tesla’s vision is “to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Values: Your values are the guiding principles that shape your startup’s culture and behavior. They define how you interact with customers, employees, and the world.

Example: Airbnb, a global home-sharing platform, emphasizes values like “be a host,” “champion the mission,” and “embrace the adventure.”

Long-term Goals and Themes: Setting the Course for Startup Growth

Long-term goals and themes are critical components of your business strategy that help you focus on what matters most.

Long-term Goals: These are the big-picture objectives you hope to achieve over an extended period (typically 3-5 years). Long-term goals should be specific, measurable, and attainable.

Example: Spotify, the popular music streaming service, has a long-term goal to “unlock the potential of human creativity by allowing a million creative artists to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”

Themes: Themes are the key focus areas or priorities most important to your startup right now. They help you prioritize your actions and allocate resources effectively.

Example: In response to the COVID-19 pandemic, Zoom, a video conferencing platform, prioritized enhancing their security and privacy features to ensure a safe and reliable experience for their rapidly growing user base.

By defining your mission, vision, values, long-term goals, and themes, you’ll create a strong foundation for your tech startup that enables cohesive marketing and UX efforts. This foundation helps align your team, fosters a sense of purpose, and drives success in the competitive tech industry.

Crafting Your Business Strategy: Steps and Real-life Examples

How to create your business strategy

  • Start by defining your mission, vision, and values using the frameworks provided earlier in this post.
  • Establish your long-term goals and themes by identifying your key objectives and priorities.
  • Use these elements as a guide for all of your marketing and UX initiatives.

Example: Uber, the ride-hailing and delivery platform, has a mission to “create opportunity through movement.” Their vision is to “transform the way people and things move from point A to point B, making transportation reliable and accessible for everyone.” Uber’s values include “we build globally, we live locally” and “we celebrate differences.” Their long-term goals might include expanding their service offerings and increasing their market share. Themes for Uber could focus on enhancing rider and driver safety, improving platform reliability, and fostering sustainability.


Working in silos, taking a long time to deploy features or enhancements, and lack of trust from partners and investors – are the main risks of not having a strategy.

Failing to define your business strategy can have significant consequences for your tech startup. Without a clear mission, vision, values, long-term goals, and themes, your marketing and UX efforts may lack direction and purpose, leading to diminished trust and reduced success.

Misaligned priorities: When your team members are not aligned with your startup’s mission, vision, and values, they may focus on the wrong initiatives, resulting in wasted time, effort, and resources.

Reduced employee engagement: A lack of clear direction and purpose can lead to disengaged employees who are less committed to your startup’s success.

Difficulty attracting and retaining talent: Top talent is more likely to join and stay with a startup that has a clear mission, vision, and values, as well as defined long-term goals and themes.

Weakened competitive advantage: Without a well-defined strategy, it’s challenging to differentiate your startup from competitors and create a unique value proposition for your customers.


Establishing a well-defined business strategy is essential for any tech startup looking to succeed in marketing and UX. You’ll create a strong foundation that drives growth, innovation, and success in the competitive tech landscape by clearly defining your mission, vision, values, long-term goals, and themes. 

As a CEO or COO, it’s your responsibility to set the strategic direction for your startup and ensure that your team is aligned with your vision. Doing so will position your startup for long-term success and create impactful user experiences and marketing campaigns that resonate with your target audience.

Ready to do the right thing for your product vision?

If you’re ready to embark on your journey to defining a solid business strategy, our expert team is here to help. With our guidance, you’ll establish a strong mission, vision, values, long-term goals, and themes that drive success in marketing and UX.

Position your startup for long-term success and create impactful user experiences and marketing campaigns that resonate with your target audience. Contact Flat Cube today and let us help you lay the groundwork for your tech startup’s bright future.

Subscribe To The UX Formula Newsletter