How do I create a mission statement for our small aviation business?

If I were you, I would focus on the things that make the little guys better. The fact that there is personal one-on-one attention, a family-style business. Focus on how clients and customers are people, not numbers. I just heard that 25% of flights on major airlines are delayed - 25%! Focus on how flying with a smaller company is less stressful as people HATE flying now.

I would say now is the best time of all to be a small aviation business because the big boys aren't doing their job very well and people find flying with them exhausting and unnecessarily stressful.

Very well said Miss Demeanor! I've had my recent stresses with all day traveling due to airline delays or over booking. It's become a real pain in the @**! to fly, even when you've already paid top dollar for it! Pristene Customer Service and Satisfaction is exactly what would entice sales.

My husband services and installs smokehouse ovens. A very large corporation does the same thing, but they charge $125 an hour. We charge $55 to $70 an hour. Our web site boasts, we will help the small family-owned company service their smokehouses. We service very large companies for $70 an hour, but small companies locally we charge $55. We do not post these amounts on our web site, my husband usually knows if these companies need a break.
Charge just a little less than the big guy, but offer pleasant service. My husband, has even given his services away for our small customers, because everybody needs a break once in a while.