18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

The mission of the .LTD TLD is to provide businesses a namespace on the Internet to establish meaningful and relevant identities and to promote their companies. The primary purpose is to foster a sense of professionalism and trust among customers, businesses and organizations.
We anticipate a variety of reasons that businesses and individuals would want to acquire domain under the .LTD TLD.
Businesses may want to create a professional web presence including online stores or shopping experiences, or use blogs, wikis and file sharing sites to support their merchandising, retailing efforts and business goals.
Individuals may use .LTD domains to create websites to support or announce planned businesses and begin marketing efforts, research and tests.
There are approximately 16,000,000 registered LTDs in the UK, Canada and other countries that allow that company designation. We anticipate capturing a small percentage of those business in the first three years who will quickly realize the intrinsic value of the .LTD TLD and will wish to be early adopters of this opportunity. We anticipate that registrants to whom we sell domains will regard the registered name of their business rather seriously and to put significant effort into building the .LTD brand and their own brand within that space. Therefore, we forecast having approximately 54,395 Domains Under Management (DUMs) by the third year of operation. Our financial responses in questions 45 though 50 go into detail on our funding, cost and revenue projections.

Similar gTLD applications: (9)