With rising awareness about environmental protection and harmful effects of chemical detergents, there is a growing demand for sustainable alternatives. Recognising this opportunity, Mohit plans to start an eco-friendly detergent manufacturing unit. For this, he prepares his business plan starting with its introductory profile. After that, he clearly states his 'mission statement' in the relevant section detailing the size, scope and nature of the enterprise. The component of the business plan after introductory profile which begins with the 'mission statement' is :