THE MISSION-DRIVEN ARCHETYPE

Keep your eyes on the stars, and your feet on the ground. --Theodore Roosevelt

Introduction: The Heart of the Mission-Driven Archetype

This blog explores the Mission-Driven Archetype—an entrepreneur motivated by a cause, whether it’s social justice or environmental sustainability. These entrepreneurs feel a deep moral imperative and often build businesses with a strong sense of mission.

One way to identify if you’re this archetype is if you’re drawn to starting a social purpose business. You may have encountered the term “triple bottom line”—focusing on people, planet, and profit.

What is a Social Purpose Business?

Social purpose businesses aren’t strictly regulated. They range from donating a portion of profits to charity to making social impact—like alleviating poverty—their core purpose while still earning revenue. Because of this flexibility, it’s difficult to quantify how many social purpose businesses exist in Canada.

However, interest in these businesses is growing. When I began coaching entrepreneurs over 20 years ago, roughly 1 in 10 focused on social purpose. Today, it’s closer to 1 in 5.

Mission-Driven Doesn’t Mean Easier

Some mission-driven entrepreneurs believe their altruistic vision gives them an edge. In reality, their challenges are often greater. They must run a profitable business while fulfilling their mission. A strong sense of purpose is a great motivator, but it’s no substitute for sound business strategy.

Let me share the story of Mikayla and Naomi, the founders of Alder Apparel—an outdoor women’s apparel brand and social purpose business. I worked with them to refine their business plan, cash flow, and secure funding from Futurpreneur Canada. Their success offers three key lessons:

1. Niche Down—Start with One Simple Promise

Mikayla and Naomi began with a single product: eco-friendly, flattering outdoor hiking pants for women, available in inclusive sizes (XS–4X) and limited colors (three). Today, their product line has expanded. But had they started with too many offerings, they might have undermined their reputation.

A 2024 Imagine Canada survey on corporate social responsibility found:

• 63% of companies give back because it improves their image.

• 37% do it out of genuine care for their communities.

  
  

This skepticism highlights why trust takes time. Alder Apparel earned trust with one product before expanding.

2. Know and Grow Your Audience

Alder Apparel focused on younger women who enjoy the outdoors. They continually learned from their audience and adapted their products accordingly.

In a mission-driven business, understanding your audience is crucial. Mikayla and Naomi tested their pants extensively, incorporating feedback and improving designs. They later launched a Kickstarter campaign—surpassing their $20,000 goal by raising over $191,000.

3. Cash Flow Is Your Lifeline

I worked with Mikayla and Naomi to plan their cash flow and time product launches effectively. Cash flow isn’t just about long-term profitability—it’s about surviving tomorrow.

If terms like "business model" overwhelm you, reframe the question: How will you survive financially in year one and beyond?

Mission-driven entrepreneurs often avoid money talk. But neglecting finances creates a Shadow—you suddenly realize expenses exceed revenue, and survival is at risk. This is especially common among Mission-Driven Archetypes.

Big Promises Can Be Risky

Many mission-driven entrepreneurs make grand promises—ones that can take years to fulfill. I once had a client* who wanted to recycle glass bottles nationally without testing feasibility first. It required enormous investment and lacked proof it could work.

Instead, start small—like Mikayla and Naomi—and build from there. Pay attention to financial implications early.

The Non-Profit and Co-op Option

Mission-driven entrepreneurs sometimes lean toward Non-Profit or Co-operative structures to avoid focusing on profit. These models come with added complexities:

• Non-Profits require boards, oversight, and compliance costs. Even without "profit," you need surplus revenue.

• Co-ops are businesses owned by members. They earn profits but operate democratically.

  
  

Canada has over 170,000 charitable and non-profit organizations and 5,616 active non-financial co-ops (StatsCan 2023). If you’re considering these structures, first join a non-profit board or become a member of a co-op to understand the realities.

Key takeaway: Test your concept as a small business before committing to these structures.

Lessons from My Own Mission-Driven Path

I relate to this archetype—it’s my number one. Over the years, I’ve worked with thousands of entrepreneurs as an entrepreneur, consultant, facilitator, and non-profit staff member.

Before launching my own non-profit—a theatre festival I ran for 14 years—I started as a simple theatre company. Testing the waters first made all the difference.

Final Thoughts

I want to thank Futurpreneur and the incredible staff I work with. Our shared sense of mission infuses everything we do, and it’s a joy helping first-time entrepreneurs succeed.

And to all the entrepreneurs I’ve worked with—thank you. Your courage to start something new, create, and grow personally and economically is inspiring. I feel privileged to be part of your journey.

Happy 2025!

*The business idea has been changed to protect confidentiality.