This is a key piece of any startup business plan. It defines the purpose of why the company exists and what differentiates the company from the competition (product innovation, customer focus, lowest cost products, highest quality, etc.). Everything you do moving forward (choosing a CEO, raising money, hiring of employees, assembly of an advisory board, etc) will be for the purpose of realizing this vision. Based on this vision, you will be able to set SMART (Specific, Measurable, Attainable, Realistic, and Timely) goals which will provide a harmonized focus throughout the company and help achieve these goals.