Conceptualizing a Business An organization must first define its mission statement, vision statement and its guiding principles. These definitions will help propel a business into its success or its failure as a company. Assuring they hold the values, beliefs, and goals for the company is critical when the company needs to adjust their route to success. Relaying on these fundamental components of a business is what sets one company apart from another. Using these statements and principals as a stepping-stone into a strategic plan is crucial to a successful business. Just Drive It, an indoor and outdoor driving range, will set these same central standards for its business to drive a strategic plan to define and grow the organization.

Just Drive It Just Drive It is an indoor and outdoor driving range. The range is designed to accommodate experienced and novice golfers who wish to improve their mechanics, swing, and overall golf game anytime of the year. The driving range will include a pro shop, concessions, and offer individualized lessons by a professional golf instructor. Golf is a weather-limited sport. The weather must be dry and warm to fair temperatures to play. Rain, snow, or cold temperatures will prevent golfers from practicing the sport. The indoor golf dome will enable golfers to practice their skills day or night rain or shine. The pro shop will offer a variety of golf accessories such as, balls, club heads, golf clubs, gold bags, tees, towels, and clothing. The pro shop will be staffed by three part time employees and a full-time manager. The concession stand will serve cold beverages and snacks. It will be staffed by three to four part-time employees. Just Drive It will collaborate with a full-time golf pro to teach private lessons to individuals wishing to improve their game and will host teaching clinics for children ages 6 to 14 years old twice monthly.
Mission Statement A mission statement helps an organization stay focused on its purpose and objectives. Just Drive It’s mission statement is comprised of its purpose and dedication to its clientele. Just Drive Its' mission states is as follows; To be the preeminent leader in helping individuals reach their full potential in the game of golf by providing a weather safe environment, teaching the necessary mental and mechanical skills, and helping golfers to become their finest.
Vision Statement A vision statement sets the goals for an organization. Just Drive It has defined its vision statement to help support its survival of business and its future in the marketplace. Just Drive It’s vision statement is as follows: Our vision is to help individuals gain mental and physical strength in their golf game and to become the source of inspiration for every aspired golfer.
Guiding Principles Guiding principles will guide a business through the market and give an organization a backbone to stand on. These principles define the beliefs and values on which the organization is founded. If an organization does not define its own guiding principles, customers and employees will define them for the company instead. Just Drive It’s guiding principles will serve to gain respect for the business and give the community a sense of the kind of organization they are investing in when they do business with them. Just Drive It defines its guiding principles as follows: family oriented, exceed customer expectations, share knowledge of golfing skills and mechanics, pursue excellence for the game of golf, and customer service. These guiding principles will direct the company to a respected place of business where the entire family can come and enjoy learning the game of golf. Parents will feel comfortable bringing their children without the worry of a negative atmosphere. Just Drive It will not only be a place for adults to practice but children will have the opportunity to learn about the game and how to gain strength and confidence in his or her abilities. The range will organize learning skills classes for children and adults to help improve their game and learn the basic mechanics of golf.
Driving Strategic Direction The fundamental standards met in these statements and principles will guide the organizations strategic direction by establishing a core focus for the business. A strategic driving force will move the company’s strategic plans and goals into action and implement the direction of the business. “Strategic drivers translate stated objectives in the strategic business plan into actions supported by resources that have been allocated by the organization for that purpose” (Mireles, 2012, para 2). Just Drive It will use its mission and vision statements along with its guiding principles to build a foundation of trust and respect from its customers and community. Just Drive It’s strategic drivers will push its strategic goal of helping others by sharing the knowledge of golf and creating an opportunities for golf enthusiast to practice the game they love.
Customer Needs and Competitive Advantage

Just Drive It is meeting a customer needs in Charleston West Virginia by offering the only indoor driving range within the state. This market is untapped by other driving ranges in the state. Just Drive It will meet this critical need as well as offer unique customer service programs to help golfers reach his or her full game potential. Most driving ranges in the state only offer an outdoor range with little to no skill training and without the care and excitement, Just Drive It will express in teaching the love of golf. Just Drive It’s competitive advantage lies with the sole provider of an indoor driving range. This advantage creates an opportunity for golfers to practice their skills in any type of weather. When other driving ranges are closed for rainy weather or winter months, Just Drive It will offer an alternative solution for golfers wishing to practice and improve their skills. Just Drive It will also have a competitive advantage in offering workshops for younger golfers. The workshops will help children become more comfortable with practicing their golf skills and with good experiences may generate future customers.
Conclusion
Developing a mission statement, vision statement, and guiding principles will reinvigorate an organization’s strategic plan. They give an organization a beginning to drive their business success and a foundation to stand. A firm without these essential elements to their strategic plans will most certain find difficulty in preserving their business and their future.