Values : What a company believes in (e.g.

customer is always right) or guides employees behavior

Mission : Who we are and what we do (now). Why do we exist / purpose of the company

Vision : Who we want to be and what does the company want to do in the future (after 5 years from now)

Strategy : Commitment, decision about actions and resources allocations for achieving competitive advantages

Tactics : Specific ideas about how to execute the strategy

Goals : broad statement about the company wants to accomplish

Objectives : Quantifiable statement about the goals

Action plan : How objectives will be accomplished (who, what, where and when)

Business Model : How the company will make sales