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Goals and Objectives for Business Plan with Examples

Nov.05, 2023

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Table of Content

Every business needs a clear vision of what it wants to achieve and how it plans to get there. A business plan is a document that outlines the goals and objectives of a business, as well as the strategies and actions to achieve them. A well-written business plan from business plan specialists can help a business attract investors, secure funding, and guide its growth.

Understanding Business Objectives

Business objectives are S pecific, M easurable, A chievable, R elevant, and T ime-bound (SMART) statements that describe what a business wants to accomplish in a given period. They are derived from the overall vision and mission of the business, and they support its strategic direction.

Business plan objectives can be categorized into different types, depending on their purpose and scope. Some common types of business objectives are:

• Financial objectives
• Operational objectives
• Marketing objectives
• Social objectives

For example, a sample of business goals and objectives for a business plan for a bakery could be:

• To increase its annual revenue by 20% in the next year.
• To reduce its production costs by 10% in the next six months.
• To launch a new product line of gluten-free cakes in the next quarter.
• To improve its customer satisfaction rating by 15% in the next month.

The Significance of Business Objectives

Business objectives are important for several reasons. They help to:

• Clarify and direct the company and stakeholders
• Align the company’s efforts and resources to a common goal
• Motivate and inspire employees to perform better
• Measure and evaluate the company’s progress and performance
• Communicate the company’s value and advantage to customers and the market

For example, by setting a revenue objective, a bakery can focus on increasing its sales and marketing efforts, monitor its sales data and customer feedback, motivate its staff to deliver quality products and service, communicate its unique selling points and benefits to its customers, and adjust its pricing and product mix according to market demand.

Advantages of Outlining Business Objectives

Outlining business objectives is a crucial step in creating a business plan. It serves as a roadmap for the company’s growth and development. Outlining business objectives has several advantages, such as:

• Clarifies the company’s vision, direction, scope, and boundaries
• Break down the company’s goals into smaller tasks and milestones
• Assigns roles and responsibilities and delegates tasks
• Establishes standards and criteria for success and performance
• Anticipates risks and challenges and devises contingency plans

For example, by outlining its business objective for increasing the average revenue per customer in its business plan, a bakery can:

• Attract investors with its viable business plan for investors
• Secure funding from banks or others with its realistic financial plan
• Partner with businesses or organizations that complement or enhance its products or services
• Choose the best marketing, pricing, product, staff, location, etc. for its target market and customers

Setting Goals and Objectives for a Business Plan

Setting goals and objectives for a business plan is not a one-time task. It requires careful planning, research, analysis, and evaluation. To set effective goals and objectives for a business plan, one should follow some best practices, such as:

OPTION 1: Use the SMART framework. A SMART goal or objective is clear, quantifiable, realistic, aligned with the company’s mission and vision, and has a deadline. SMART stands for:

• Specific – The goal or objective should be clear, concise, and well-defined.
• Measurable – The goal or objective should be quantifiable or verifiable.
• Achievable – The goal or objective should be realistic and attainable.
• Relevant – The goal or objective should be aligned with the company’s vision, mission, and values.
• Time-bound – The goal or objective should have a deadline or timeframe.

For example, using the SMART criteria, a bakery can refine its business objective for increasing the average revenue per customer as follows:

• Specific – Increase revenue with new products and services from $5 to $5.50.
• Measurable – Track customer revenue monthly with sales reports.
• Achievable – Research the market, develop new products and services, and train staff to upsell and cross-sell.
• Relevant – Improve customer satisfaction and loyalty, profitability and cash flow, and market competitiveness.
• Time-bound – Achieve this objective in six months, from January 1st to June 30th.

OPTION 2: Use the OKR framework. OKR stands for O bjectives and K ey R esults. An OKR is a goal-setting technique that links the company’s objectives with measurable outcomes. An objective is a qualitative statement of what the company wants to achieve. A key result is a quantitative metric that shows how the objective will be achieved.

OPTION 3: Use the SWOT analysis. SWOT stands for S trengths, W eaknesses, O pportunities, and T hreats. A SWOT analysis is a strategic tool that helps the company assess the internal and external factors that affect its goals and objectives.

• Strengths – Internal factors that give the company an advantage over others. 
• Weaknesses – Internal factors that limit the company’s performance or growth. 
• Opportunities – External factors that allow the company to improve or expand. 
• Threats – External factors that pose a risk or challenge to the company.

For example, using these frameworks, a bakery might set the following goals and objectives for its SBA business plan :

Objective – To launch a new product line of gluten-free cakes in the next quarter.

Key Results:

• Research gluten-free cake market demand and preferences by month-end.
• Create and test 10 gluten-free cake recipes by next month-end.
• Make and sell 100 gluten-free cakes weekly online or in-store by quarter-end.

SWOT Analysis:

• Expertise and experience in baking and cake decorating.
• Loyal and satisfied customer base.
• Strong online presence and reputation.

Weaknesses:

• Limited production capacity and equipment.
• High production costs and low-profit margins.
• Lack of knowledge and skills in gluten-free baking.

Opportunities:

• Growing demand and awareness for gluten-free products.
• Competitive advantage and differentiation in the market.
• Potential partnerships and collaborations with health-conscious customers and organizations.
• Increasing competition from other bakeries and gluten-free brands.
• Changing customer tastes and preferences.
• Regulatory and legal issues related to gluten-free labeling and certification.

Examples of Business Goals and Objectives

To illustrate how to write business goals and objectives for a business plan, let’s use a hypothetical example of a bakery business called Sweet Treats. Sweet Treats is a small bakery specializing in custom-made cakes, cupcakes, cookies, and other baked goods for various occasions.

Here are some examples of possible startup business goals and objectives for Sweet Treats:

Earning and Preserving Profitability

Profitability is the ability of a company to generate more revenue than expenses. It indicates the financial health and performance of the company. Profitability is essential for a business to sustain its operations, grow its market share, and reward its stakeholders.

Some possible objectives for earning and preserving profitability for Sweet Treats are:

• To increase the gross profit margin by 5% in the next quarter by reducing the cost of goods sold
• To achieve a net income of $100,000 in the current fiscal year by increasing sales and reducing overhead costs

Ensuring Consistent Cash Flow

Cash flow is the amount of money that flows in and out of a company. A company needs to have enough cash to cover its operating expenses, pay its debts, invest in its growth, and reward its shareholders.

Some possible objectives for ensuring consistent cash flow for Sweet Treats are:

• Increase monthly operating cash inflow by 15% by the end of the year by improving the efficiency and productivity of the business processes
• Increase the cash flow from investing activities by selling or disposing of non-performing or obsolete assets

Creating and Maintaining Efficiency

Efficiency is the ratio of output to input. It measures how well a company uses its resources to produce its products or services. Efficiency can help a business improve its quality, productivity, customer satisfaction, and profitability.

Some possible objectives for creating and maintaining efficiency for Sweet Treats are:

• To reduce the production time by 10% in the next month by implementing lean manufacturing techniques
• To increase the customer service response rate by 20% in the next week by using chatbots or automated systems

Winning and Keeping Clients

Clients are the people or organizations that buy or use the products or services of a company. They are the source of revenue and growth for a company. Therefore, winning and keeping clients is vital to generating steady revenue, increasing customer loyalty, and enhancing word-of-mouth marketing.

Some possible objectives for winning and keeping clients for Sweet Treats are:

• To acquire 100 new clients in the next quarter by launching a referral program or a promotional campaign
• To retain 90% of existing clients in the current year by offering loyalty rewards or satisfaction guarantees

Building a Recognizable Brand

A brand is the name, logo, design, or other features distinguishing a company from its competitors. It represents the identity, reputation, and value proposition of a company. Building a recognizable brand is crucial for attracting and retaining clients and creating a loyal fan base.

Some possible objectives for building a recognizable brand for Sweet Treats are:

• To increase brand awareness by 50% in the next six months by creating and distributing engaging content on social media platforms
• To improve brand image by 30% in the next year by participating in social causes or sponsoring events that align with the company’s values

Expanding and Nurturing an Audience with Marketing

An audience is a group of people interested in or following a company’s products or services. They can be potential or existing clients, fans, influencers, or partners. Expanding and nurturing an audience with marketing is essential for increasing a company’s visibility, reach, and engagement.

Some possible objectives for expanding and nurturing an audience with marketing for Sweet Treats are:

• To grow the email list by 1,000 subscribers in the next month by offering a free ebook or a webinar
• To nurture leads by sending them relevant and valuable information through email newsletters or blog posts

Strategizing for Expansion

Expansion is the process of increasing a company’s size, scope, or scale. It can involve entering new markets, launching new products or services, opening new locations, or forming new alliances. Strategizing for expansion is important for diversifying revenue streams, reaching new audiences, and gaining competitive advantages.

Some possible objectives for strategizing for expansion for Sweet Treats are:

• To launch a new product or service line by developing and testing prototypes
• To open a new branch or franchise by securing funding and hiring staff

Template for Business Objectives

A template for writing business objectives is a format or structure that can be used as a guide or reference for creating your objectives. A template for writing business objectives can help you to ensure that your objectives are SMART, clear, concise, and consistent.

To use this template, fill in the blanks with your information. Here is an example of how you can use this template:

Example of Business Objectives

Our business is a _____________ (type of business) that provides _____________ (products or services) to _____________ (target market). Our vision is to _____________ (vision statement) and our mission is to _____________ (mission statement).

Our long-term business goals and objectives for the next _____________ (time period) are:

S pecific: We want to _____________ (specific goal) by _____________ (specific action).

M easurable: We will measure our progress by _____________ (quantifiable indicator).

A chievable: We have _____________ (resources, capabilities, constraints) that will enable us to achieve this goal.

R elevant: This goal supports our vision and mission by _____________ (benefit or impact).

T ime-bound: We will complete this goal by _____________ (deadline).

Repeat this process for each goal and objective for your business plan.

How to Monitor Your Business Objectives?

After setting goals and objectives for your business plan, you should check them regularly to see if you are achieving them. Monitoring your business objectives can help you to:

• Track your progress and performance
• Identify and overcome any challenges
• Adjust your actions and strategies as needed

Some of the tools and methods that you can use to monitor your business objectives are:

• Dashboards – Show key data and metrics for your objectives with tools like Google Data Studio, Databox, or DashThis.
• Reports – Get detailed information and analysis for your objectives with tools like Google Analytics, Google Search Console, or SEMrush.
• Feedback – Learn from your customers and their needs and expectations with tools like SurveyMonkey, Typeform, or Google Forms.

Strategies for Realizing Business Objectives

To achieve your business objectives, you need more than setting and monitoring them. You need strategies and actions that support them. Strategies are the general methods to reach your objectives. Actions are the specific steps to implement your strategies.

Different objectives require different strategies and actions. Some common types are:

• Marketing strategies
• Operational strategies
• Financial strategies
• Human resource strategies
• Growth strategies

To implement effective strategies and actions, consider these factors:

• Alignment – They should match your vision, mission, values, goals, and objectives
• Feasibility – They should be possible with your capabilities, resources, and constraints
• Suitability – They should fit the context and needs of your business

How OGSCapital Can Help You Achieve Your Business Objectives?

We at OGSCapital can help you with your business plan and related documents. We have over 15 years of experience writing high-quality business plans for various industries and regions. We have a team of business plan experts who can assist you with market research, financial analysis, strategy formulation, and presentation design. We can customize your business plan to suit your needs and objectives, whether you need funding, launching, expanding, or entering a new market. We can also help you with pitch decks, executive summaries, feasibility studies, and grant proposals. Contact us today for a free quote and start working on your business plan.

Frequently Asked Questions

What are the goals and objectives in business.

Goals and objectives in a business plan are the desired outcomes that a company works toward. To describe company goals and objectives for a business plan, start with your mission statement and then identify your strategic and operational objectives. To write company objectives, you must brainstorm, organize, prioritize, assign, track, and review them using the SMART framework and KPIs.

What are the examples of goals and objectives in a business plan?

Examples of goals and objectives in a business plan are: Goal: To increase revenue by 10% each year for the next five years. Objective: To launch a new product line and create a marketing campaign to reach new customers.

What are the 4 main objectives of a business?

The 4 main objectives of a business are economic, social, human, and organic. Economic objectives deal with financial performance, social objectives deal with social responsibility, human objectives deal with employee welfare, and organic objectives deal with business growth and development.

What are goals and objectives examples?

Setting goals and objectives for a business plan describes what a business or a team wants to achieve and how they will do it. For example: Goal: To provide excellent customer service. Objective: To increase customer satisfaction scores by 20% by the end of the quarter. 

At OGSCapital, our business planning services offer expert guidance and support to create a realistic and actionable plan that aligns with your vision and mission. Get in touch to discuss further!

OGSCapital’s team has assisted thousands of entrepreneurs with top-rate business plan development, consultancy and analysis. They’ve helped thousands of SME owners secure more than $1.5 billion in funding, and they can do the same for you.

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Business Goals 101: How to Set, Track, and Achieve Your Organization’s Goals with Examples

By Kate Eby | November 7, 2022

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Learning how to set concrete, achievable business goals is critical to your organization’s success. We’ve consulted seasoned experts on how to successfully set and achieve short- and long-term business goals, with examples to help you get started.

Included on this page, you’ll find a list of the different types of business goals , the benefits and challenges of business goal-setting, and examples of short-term and long-term business goals. Plus, find expert tips and compare and contrast business goal-setting frameworks.

What Are Business Goals?

Business goals are the outcomes an organization aims to achieve. They can be broad and long term or specific and short term. Business leaders set goals in order to motivate teams, measure progress, and improve performance.

“Business goals are those that represent a company's overarching mission,” says David Bitton, Co-founder and CMO of DoorLoop . “These goals typically cover the entire business and are vast in scope. They are established so that employees may work toward a common goal. In essence, business goals specify the ‘what’ of a company's purpose and provide teams with a general course to pursue.”

For more resources and information on setting goals, try one of these free goal tracking and setting templates .

Business Goals vs. Business Objectives

Many professionals use the terms business goal and business objective interchangeably. Generally, a business goal is a broad, long-term outcome an organization works toward, while a business objective is a specific and measurable task, project, or initiative. 

Think of business objectives as the steps an organization takes toward their broader, long-term goals. In some cases, a business objective might simply be a short-term goal. In most cases, business goals refer to outcomes, while business objectives refer to actionable tasks. 

“Business objectives are clear and precise,” says Bitton. “When businesses set out to achieve their business goals, they do so by establishing quantifiable, simply defined, and trackable objectives. Business objectives lay out the ‘how’ in clear, doable steps that lead to the desired result.”

For more information and resources, see this article on the key differences between goals and objectives.

Common Frameworks for Writing Business Goals

Goal-setting frameworks can help you get the most out of your business goals. Common frameworks include SMART, OKR, MBO, BHAG, and KRA. Learning about these goal-setting tools can help you choose the right one for your company.

Here are the common frameworks for writing business goals with examples:

• SMART: SMART goals are specific, measurable, achievable, relevant, and time-bound. This is probably the most popular method for setting goals. Ensuring that your goals meet SMART goal criteria is a tried and true way to increase your chances of success and make progress on even your most ambitious goals. Example SMART Goal: We will increase the revenue from our online store by 5 percent in three months by increasing our sign-up discount from 25 to 30 percent.
• OKR: Another popular approach is to set OKRs, or objectives and key results. In order to use OKRs , a team or individual selects an objective they would like to work toward. Then they select key results , or standardized measurements of success or progress. Example Objective: We aim to increase the sales revenue of our online store. Example Key Result: Make $200,000 in sales revenue from the online store in June. 
• MBO: MBO, or management by objectives , is a collaborative goal-setting framework and management technique. When using MBO, managers work with employees to create specific, agreed-upon objectives and develop a plan to achieve them. This framework is excellent for ensuring that everyone is aligned on their goals. Example MBO: This quarter, we aim to decrease patient waiting times by 30 percent.
• BHAG: A BHAG, or a big hairy audacious goal , is an ambitious, possibly unattainable goal. While the idea of setting a BHAG might run contrary to a lot of advice about goal-setting, a BHAG can energize the team by giving everyone a shared purpose. These are best for long-term, visionary business goals. Example BHAG: We want to be the leading digital music service provider globally by 2030. 
• KRA: KRAs, or key result areas , refer to a short list of goals that an individual, department, or organization can work toward. KRAs function like a rubric for general progress and to help ensure that the team’s efforts have an optimal impact on the overall health of the business. Example KRA: Increase high-quality sales leads per sales representative. 

Use the table below to compare the pros and cons of each goal-setting framework to help you decide which framework will be most useful for your business goals.

Types of Business Goals

A business goal is any goal that helps move an organization toward a desired result. There are many types of business goals, including process goals, development goals, innovation goals, and profitability goals.

Here are some common types of business goals:

• Growth: A growth goal is a goal relating to the size and scope of the company. A growth goal might involve increasing the number of employees, adding new verticals, opening new stores or offices, or generally expanding the impact or market share of a company. 
• Process: A process goal , also called a day-to-day goal or an efficiency goal , is a goal to improve the everyday effectiveness of a team or company. A process goal might involve establishing or improving workflows or routines, delegating responsibilities, or improving team skills. 
• Problem-Solving: Problem-solving goals address a specific challenge. Problem-solving goals might involve removing an inefficiency, changing policies to accommodate a new law or regulation, or reorienting after an unsuccessful project or initiative.
• Development: A development goal , also called an educational goal , is a goal to develop new skills or expertise, either for your team or for yourself. For example, development goals might include developing a new training module, learning a new coding language, or taking a continuing education class in your field. 
• Innovation: An innovation goal is a goal to create new or more reliable products or services. Innovation goals might involve developing a new mobile app, redesigning an existing product, or restructuring to a new business model. 
• Profitability: A profitability goal , also called a financial goal , is any goal to improve the financial prospects of a company. Profitability goals might involve increasing revenue, decreasing debt, or growing the company’s shareholder value. 
• Sustainability: A s ustainability goal is a goal to either decrease your company’s negative impact on the environment or actively improve the environment through specific initiatives. For example, a sustainability goal might be to decrease a company’s carbon footprint, reduce energy use, or divest from environmentally irresponsible organizations and reinvest in sustainable ones.
• Marketing: A marketing goal , also called a brand goal , is a goal to increase a company’s influence and brand awareness in the market. A marketing goal might be to boost engagement across social media platforms or generate more higher-quality leads. 
• Customer Relations: A customer relations goal is a goal to improve customer satisfaction with and trust in your product or services. A customer relations goal might be to decrease customer service wait times, improve customers’ self-reported satisfaction with your products or services, or increase customer loyalty.
• Company Culture: A company culture goal , also called a social goal , is a goal to improve the work environment of your company. A company culture goal might be to improve employee benefits; improve diversity, equity, and inclusion (DEI) across your organization; or create a greater sense of work-life balance among employees. 

What Are Business Goal Examples?

Business goal examples are real or hypothetical business goal statements. A business goal example can use any goal-setting framework, such as SMART, OKR, or KRA. Teams and individuals use these examples to guide them in the goal-setting process. 

For a comprehensive list of examples by industry and type, check out this collection of business goal examples .

What Are Short-Term Business Goals?

Short-term business goals are measurable objectives that can be completed within hours, days, weeks, or months. Many short-term business goals are smaller objectives that help a company make progress on a longer-term goal.

The first step in setting a short-term business goal is to clarify your long-term goals. 

“My practice is to start with an aspirational vision that is the framework for my long-term goals and to compare that ‘better tomorrow’ with the realities of today,” says Morgan Roth, Chief Communication Strategy Officer at EveryLife Foundation for Rare Diseases . “Once that framework of three to five major goals is drafted and I have buy-in, I can think about how we get there. Those will be my short-term goals.”

Bitton recommends using the SMART framework for setting short-term business goals to ensure that your team has structure and that their goals are achievable. “Determine which objectives can be attained in a reasonable amount of time,” she adds. “This will help you stay motivated. Your organization may suffer if you try to squeeze years-long ambitions into a month-long project.”

Short-Term Business Goal Examples

Companies can use short-term business goals to increase profits, implement new policies or initiatives, or improve company culture. We’ve gathered some examples of short-term business goals to help you brainstorm your own goal ideas. 

Here are three sample short-term business goals:

• Increase Your Market Share: When companies increase their market share, they increase the percentage of their target audience who chooses their product or service over competitors. This is a good short-term goal for companies that have long-term expansion goals. For example, a local retail business might want to draw new customers from the local community. The business sets a goal of increasing the average number of customers who enter its store from 500 per week to 600 per week within three months. It can meet this goal by launching a local advertising initiative, reducing prices, or expanding its presence on local social media groups. Small business owners can check out this comprehensive guide to learn more about setting productive goals for their small businesses.
• Reduce Paper Waste: All businesses produce waste, but company leaders can take actions to reduce or combat excessive waste. Reducing your company’s paper waste is a good short-term goal for companies that have long-term sustainability goals. For example, a large company’s corporate headquarters is currently producing an average of four pounds of paper waste per employee per day. They set a goal of decreasing this number to two pounds by the end of the current quarter. They can meet this goal by incentivizing or requiring electronic reporting and forms whenever possible. 
• Increase Social Media Engagement: High social media engagement is essential for businesses that want to increase brand awareness or attract new customers. This is a good short-term goal for companies with long-term marketing or brand goals. For example, after reviewing a recent study, a natural cosmetics company learns that its target audience is 30 percent more likely to purchase products recommended to them by TikTok influencers, but the company’s social media team only posts sporadically on its TikTok. The company sets a goal of producing and posting two makeup tutorials on TikTok each week for the next three months.

What Are Long-Term Business Goals?

A l ong-term business goal is an ambitious desired outcome for your company that is broad in scope. Long-term business goals might be harder to measure or achieve. They provide a shared direction and motivation for team members. 

“Long-term planning is increasingly difficult in our very complex and interconnected world,” says Roth. “Economically, politically, and culturally, we’re seeing sea changes in the way we live and work. Accordingly, it’s important to be thoughtful about long-term goal-setting, but not to the point where concerns stifle creativity and your ‘Big Ideas.’ A helpful strategy I employ is to avoid assumptions. Long-term planning should be based on what you know, not on what you assume will be true in some future state.”

Tip: You can turn most short-term goals into long-term goals by increasing their scope. For example, to turn the “increase market share” goal described above into a long-term goal, you might increase the target weekly customers from 600 to 2,000. This will likely take longer than a few months and might require expanding the store or opening new locations.

Long-Term Business Goal Examples

An organization can use long-term business goals to unify their vision, motivate workers, and prioritize short-term goals. We’ve gathered some examples of long-term business goals to guide you in setting goals for your business. 

Here are three sample long-term business goals:

• Increase Total Sales: A common growth profitability goal is to increase sales. An up-and-coming software company might set a long-term goal of increasing their product sales by 75 percent over two years. 
• Increase Employee Retention: Companies with high employee retention enjoy many benefits, such as decreased hiring costs, better brand reputation, and a highly skilled workforce. A large corporation with an employee retention rate of 80 percent might set a long-term goal of increasing that retention rate to 90 percent within five years. 
• Develop a New Technology: Most companies in the IT sphere rely on innovation goals to stay competitive. A company might set a long-term goal of creating an entirely new AI technology within 10 years.

Challenges of Setting Business Goals 

Although setting business goals has few downsides, teams can run into problems. For example, setting business goals that are too ambitious, inflexible, or not in line with the company vision can end up being counterproductive. 

Here are some common challenges teams face when setting business goals: 

• Having a Narrow Focus: One of the greatest benefits of setting business goals is how doing so can focus your team. That said, this can also be a drawback, as such focus on a single goal can narrow the team’s perspective and make people less able to adapt to change or recognize and seize unexpected opportunities. 
• Being Overly Ambitious: It’s important to be ambitious, but some goals are simply too lofty. If a goal is impossible to hit, it can be demoralizing. 
• Not Being Ambitious Enough: The opposite problem is when companies are too modest with their goal-setting. Goals should be realistic but challenging. Teams that prioritize the former while ignoring the latter will have problems with motivation and momentum.
• Facing Unexpected Obstacles: If something happens that suddenly derails progress toward a goal, it can be a huge blow to a company. Learn about project risk management to better manage uncertainty in your projects. 
• Having Unclear Objectives: Goals that are vague or unquantifiable will not be as effective as clear, measurable goals. Use frameworks such as SMART goals or OKRs to make sure your goals are clear. 
• Losing Motivation: Teams can lose sight of their goals over time, especially with long-term goals. Be sure to review and assess progress toward goals regularly to keep your long-term vision front of mind.

Why You Need Business Goals

Every business needs to set clear goals in order to succeed. Business goals provide direction, encourage focus, improve morale, and spur growth. We’ve gathered some common benefits of goal-setting for your business. 

Here are some benefits you can expect from setting business goals:

• More Clarity: Business goals ensure that everyone is moving toward a determined end point. Companies with clear business goals have teams that agree on what is important and what everyone should be working toward. 
• Increased Focus: Business goals encourage focus, which improves performance and increases productivity. 
• Faster Growth: Business goals help companies expand and thrive. “Setting goals and objectives for your business will help you grow it more quickly,” says Bitton. “Your potential for growth increases as you consistently accomplish your goals and objectives.”
• Improved Morale: Everyone is happier when they are working toward a tangible goal. Companies with clear business goals have employees that are more motivated and fulfilled at work. Plus, measuring progress toward specific goals makes it easier to notice and acknowledge everyone’s successes. 
• More Accountability: Having tangible goals means that everyone can see whether or not their work is effective at making progress toward those goals.
• Better Decision-Making: Business goals help teams prioritize tasks and make tough decisions. “You gain perspective on your entire business, which makes it easier for you to make smart decisions,” says Bitton. “You are forming a clear vision for the direction you want your business to go, which facilitates the efficient distribution of resources, the development of strategies, and the prioritization of tasks.”

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How to Set Small Business Goals

8 min. read

Updated January 4, 2024

How happy are you with your business’s performance? Are you patting yourself on the back, having nailed every goal? 

If the answer is no, you’re like many business owners who struggle to hit business targets. You know exactly what you want—a bigger business, larger per-customer sales, more leads, higher profits—but you struggle to meet your goals.

In this article, we’ll show you how to set clear and actionable business goals to help you reach your full potential as an entrepreneur. 

How to set achievable business goals

There is always so much to do when you’re a business owner. You need to find new clients, keep your existing clients happy, manage your finances, streamline your processes, and motivate your employees—all at the same time. Here’s how you sort through all that clutter and set goals to move the needle.

1. Clarify the goals you’ll prioritize

To ensure you don’t waste time and money—you must know your top priorities when setting company goals for the year. These should be clear opportunities or issues that show the most significant potential to grow your business.

So, how do you identify them?

A SWOT analysis provides a simple but effective framework. You’ll look at your business and competitors to identify potential advantages and shortcomings that can set you apart. 

If you’re an up-and-running business, you’ll find additional value by reviewing your financial statements and forecasts . 

• Where did you over or underperform?
• Is your cash on hand what you expected?
• Are you overspending in any areas?

Answering questions like these will help you understand your current financial position. From there, you can dig deeper into specific departments, initiatives, line items, etc., and uncover what opportunities are worth tackling in the next year.  

Example: You run a local salon, and during your review, there was an immediate red flag—revenue is down. Exploring a bit further, you found that the average order value of each customer had decreased and that the number of new customers was far lower than the previous year. 

Considering those issues, you develop the following business goals:

• Introduce new product offerings and add-ons to increase revenue from existing clients.
• Increase client base by targeting local office workers.

Please note: These aren’t goals yet! They are your key areas to focus on. After you’ve discussed them with your team—which we’ll cover next—you’ll turn them into SMART goals (specific, measurable goals) to ensure that you’ll take action on them.

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2. Review these goals with your team

Your team is out there every day, working on your products or talking to clients. They are the people who can tell you what’s working and what’s not, what’s holding your business back, and where you should be focusing your efforts and setting your business goals for the year ahead.

So, once you’ve selected what you think should be the top goals for your business, sit down with your employees, and get their feedback. They may agree or have valuable insights that you haven’t considered.

By involving your employees in the goal-setting process, you make them feel valued and engaged while at the same time ensuring your goals are realistic and achievable.

Dig deeper: How to set team goals that actually work

3. Make your goals SMART

You have two to three business goals. Now, it’s time to make them actionable. While you can use several different goal-setting frameworks to do this, we recommend SMART goals:

• Specific: What exactly are you going to do?
• Measurable: How will you know if you are succeeding?
• Achievable: How will you implement the goal?
• Relevant: Does the goal connect to your overall objectives?
• Timely: When will you achieve the goal by?

Let’s take one of our business goals and turn it into a SMART goal.

Original idea: Increase client base by targeting local office workers.

• Specific: Gain 20 new customers from the surrounding office buildings.
• Measurable: Measure progress by tracking the number of new customers won and profits made while maintaining our existing customer base.
• Achievable: We will create a customized sales promotion, which we will publicize via leaflets and flyers in the office building.
• Relevant: This will help us increase the number of new customers, thus growing the salon business and profits.
• Timely: We will achieve this by the end of Q2 2024.

Dig deeper: How to set SMART business goals

4. Set key performance indicators (KPIs)

The SMART goal format should give you an idea of your timeline and what it will take to achieve your goal. However, you need to establish how you’ll measure your progress. One of the most common ways to do this is by adopting Key Performance Indicators (KPIs) .

These numerical values, like the number of new clients from a specific campaign or monthly sales targets, indicate whether the goal is within reach. While creating SMART goals, you’ll define relevant KPIs, ensuring they align with company and individual objectives. 

For example, a salon might have overall KPIs related to customer acquisition from a campaign, while a stylist might focus on customer satisfaction and spending KPIs.

Dig deeper: 12 tips for choosing effective KPIs

5. Set a structure to review and revise

If you want to make something happen, you need to create a schedule and build good habits around it.

If you want to get healthier, you need to add exercise to your schedule, plan time to cook healthy meals, and so on. You should treat your business goals the same way. You need to schedule the actions you’ll take to reach your KPIs.

It’s a great idea to put regular (possibly monthly) business plan review meetings on your company calendar now This will help you set, revisit and revise specific short-and-long-term business goals and objectives.

To make these meetings less overwhelming, try and automate as much as possible. Use a calendar for both you and your staff, and add reminders and online task management software to organize tasks, set deadlines, and prompt you for repeat actions. 

Dig deeper: How to develop a strategic action plan

• The importance of setting business goals

Why are goals important? Here are a few reasons:

Goals provide clarity

There are plenty of things that you want to accomplish as a business owner. But what tasks are most important? How do you know if you’re making progress? 

Setting well-structured goals will help you prioritize work, establish a direction, and provide a framework to measure success. No more random assignments or distractions—just a clear idea of what you want to achieve and how you’ll get there.

Goals motivate and align your team

Aimlessly taking on work does not lead to success. Without a set goal, there’s no shining beacon ahead that you’re trying to reach. And no milestones on the way there to celebrate and keep you going.

Having company and team goals provides greater motivation. It also makes it far easier to set individual goals that connect each employee’s work to that larger objective. 

Goals provide a structure to measure success 

Setting goals requires you to consider what metrics you’ll use to measure success. Doing this upfront makes tracking your progress much more manageable and lets you know if you’re still on track.

Skipping the goal-setting process means your ideas of success will remain vague and aimless. You’ll be more likely to run down unproductive rabbit holes and may never actually realize your aspirations.

Goals help your business grow

Much like writing a business plan increases your chances of successfully launching a business —setting goals increases your chances of achieving regular business growth. You’ll have well-structured ideas of where you want to go, how to get there, and if you’re progressing. 

And by continuing to set, review, and revise your goals—you’ll speed up the process and avoid costly mistakes.  

• Types of business goals

The goal-setting process in this article focused primarily on long-term business performance goals—the kind you’ll set once a year. These broader goals may focus on any of the following:

Financial goals

Whether it’s achieving a specific net profit margin or finding ways to cut back on certain expenses—these goals focus on growing or maintaining financial health.

Customer-related goals

These goals are all about better serving your target customer. This may include improving customer service, increasing repeat purchases, or expanding your clientele.

Operational goals

Sometimes, you’ll find savings by optimizing current workflows. This could mean reducing product production times, eliminating error rates, or streamlining your supply chain.

Marketing and sales goals

Marketing and sales goals can be broad, like boosting brand awareness, or very specific, like improving specific channel sales or launching a new marketing campaign.

Employee and team goals

These are goals focused on reducing employee turnover, boosting team spirit, or furthering education to keep everyone at the top of their game.

Sustainability and social responsibility goals

These are goals that may not directly impact your bottom line. Instead, they focus on accomplishing an altruistic mission such as shrinking your carbon footprint or giving back to the community.

Innovation and development goals

Far more opportunistic and research-based goals that could include launching a new product, embracing the latest tech, or venturing into new markets.

Compliance and risk management goals

Goals to ensure your operations meet all legal requirements and have strategies in place to dodge financial and operational pitfalls.

• Choosing the right goals is a process

Selecting goals and creating a plan to reach them takes time. Even by following the steps in this article, there’s no guarantee that you’ll select the best opportunity and be able to efficiently pursue it. 

That’s why the review process is so crucial. Rather than pursuing a goal that won’t make an impact, you can quickly pivot if you realize something isn’t working. 

Goal setting is just the start, and plenty of other ways to better manage and grow your business. 

• Create a business strategy
• Manage during a crisis
• Selling your business

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Kody Wirth is a content writer and SEO specialist for Palo Alto Software—the creator's of Bplans and LivePlan. He has 3+ years experience covering small business topics and runs a part-time content writing service in his spare time.

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Business Plan: What It Is, What's Included, and How to Write One

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

What Is a Business Plan?

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

• A business plan is a document describing a company's business activities and how it plans to achieve its goals.
• Startup companies use business plans to get off the ground and attract outside investors.
• For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
• There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Understanding Business Plans

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

How to Write a Business Plan

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

Common Elements of a Business Plan

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

• Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
• Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
• Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
• Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
• Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

• Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
• Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How Often Should a Business Plan Be Updated?

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

The Bottom Line

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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Business objectives: How to set them (with 5 examples and a template)

As anyone who played rec league sports in the '90s might remember, being on a team for some reason required you to sell knockoff candy bars to raise funds. Every season, my biggest customer was always me. Some kids went door-to-door, some set up outside local businesses, some sent boxes to their parents' jobs—I just used my allowance to buy a few for myself.

Aside from initiative, what my approach lacked was a plan, a goal, and accountability. A lot to ask of an unmotivated nine-year-old, I know, but 100% required for anyone who runs an actual business.

Business objectives help companies avoid my pitfalls by laying the groundwork for all the above so they can pursue achievable growth.

Table of contents:

The benefits of setting business objectives

How to set business objectives, examples of business objectives and goals, business objective template, tips for achieving business objectives.

Zapier is the leader in workflow automation—integrating with 6,000+ apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization's technology stack. Learn more .

What are business objectives?

Business objectives are specific, written steps that guide company growth in measurable terms. A good business objective is concise, actionable, and assigned definite metrics for tracking progress and measuring success. Coming up with effective objectives requires a strong understanding of:

What you want the company to achieve

How you can measure success

Which players are involved in driving success

The timelines needed to plan, initiate, and implement steps

How you can improve or better support business processes , personnel, logistics, and management 

How, if successful, these actions can be integrated sustainably going forward

Business objectives vs. goals

Where a business objective is an actionable step taken to make improvements toward growth, a business goal is the specific high-level growth an objective helps a company reach. Business objectives are often used interchangeably with business goals, but an objective is in service of a goal. 

Here's what that breakdown could have looked like for nine-year-old me selling candy for my little league team: 

Business objective: I will increase my sales output by learning and implementing point-of-sale conversion frameworks. I'll measure success by comparing week-over-week sales growth to median sales across players on my baseball team.

Business goal: I will sell more candy bars than anyone on my team and earn the grand prize: a team party at Pizza Hut.

You might think it's good enough to continue working status quo toward your goals, but as the cliche goes, good enough usually isn't. Establishing and following defined, actionable steps through business objectives can:

Help establish clear roadmaps: You can translate your objectives into time-sensitive sequences to chart your path toward growth.

Set groundwork for culture: Clear objectives should reflect the culture you envision, and, in turn, they should help guide your team to foster it.

Influence talent acquisition: Once you know your objectives, you can use them to find the people with the specific skills and experiences needed to actualize them.

Encourage teamwork: People work together better when they know what they're working toward.

Promote sound leadership: Clear objectives give leaders opportunities to get the resources they need.

Establish accountability: By measuring progress, you can see where errors and inefficiencies come from.

Drive productivity: The endgame of an objective is to make individual team members and processes more effective.

Setting business objectives takes a thoughtful, top-to-bottom approach. At every level of your business—whether you're a massive candy corporation or one kid selling chocolate almond bars door-to-door—there are improvements to make, steps to take, and players with stakes (or in my case, bats) in the game.

1. Establish clear goals

You can't hit a home run without a fence, and you can't reach a goal without setting it. Before you start brainstorming your objectives, you need to know what your objectives will help you work toward.

Analytical tactics like a SWOT analysis and goal-setting frameworks like SMART can be extremely useful at this stage, as you'll need to be specific about what you want to achieve and honest about what is achievable. Here are a few example goals:

Increase total revenue by 25% over the next two years

Reduce production costs by 10% by the end of the year

Provide health insurance for employees by next fiscal year

Grow design department to 10+ employees this year

Reach 100k Instagram followers ahead of new product launch

Implement full rebrand before new partnership announcement

Once you have these goals in place, you can establish individual objectives that position your company to reach them.

2. Set a baseline

Like a field manager before a game, you've got to set your baselines. (Very niche pun, I know.) With a definite goal in mind, the only way to know your progress is to know where you're starting from. 

If you want to increase conversions on a specific link by X percent, look beyond current conversion percentage to the myriad factors going into it. Log the page traffic, clicks, ad performance, time on page, bounce rate, and other engagement metrics historically to this point. Your objectives will dig deeper into that one outcome to address deficiencies in the sales funnel , so every figure is important.

Analyzing your baselines could also help you recalibrate your goals. You may have decided abstractly that you want conversion rates to double in six months, but is that really possible? If your measurables show there's potentially a heavier lift involved than you expected, you can always roll back the goal performance or expand the timeline.

3. Involve players at all levels in the conversation

Too often, the most important people are left out of conversations about goals and objectives. The more levels of complexity and oversight, the more important it is to hear from everyone—yet the more likely it is that some will be excluded.

Let's say you want to reduce overhead by 5% over the next two years for your sporting goods manufacturing outfit. At a high level, your team finds you can reduce production costs by using cheaper materials for baseball gloves. A member of your sales team points out that the reduction in quality, which your brand is famous for, could lead to losses that offset those savings. Meanwhile, a factory representative points out that replacing outdated machines would be expensive initially but would increase efficiency, reduce defects, and cut maintenance costs, breaking even in four years.

By involving various teams at multiple levels, you find it's worth it to extend timelines from two to four years. Your overhead reduction may be lower than 5% by year two but should be much higher than that by year four based on these changes.

The takeaway from this pretty crude example is that it's helpful to make sure every team that touches anything related to your objective gets consulted. They should give valuable, practical input thanks to their boots- (or cleats-) on-the-ground experience.

4. Define measurable outcomes

An objective should be exactly that. Using KPIs (key performance indicators) to apply a level of objectivity to your action steps allows you to measure their progress and success over time and either adapt as you go along or stay the course.

How do you know if your specific objectives are leading to increased web traffic, or if that's just natural (or even incidental) growth? How do you know if your recruiting efforts lead to better candidates, or whether your employees are actually more satisfied? Here are a few examples of measurable outcomes to show proof:

Percentage change (15% overall increase in revenue)

Goal number (10,000 subscribers)

Success range (five to 10 new clients)

Clear change (new company name)

Executable action (weekly newsletter launch)

Your objectives should have specific, measurable outcomes. It's not enough to have a better product, be more efficient, or have more brand awareness . Your objective should be provable and grounded in data.

5. Outline a roadmap with a schedule

You've got your organizational goals defined, logged your baselines, sourced objectives from across your company, and know your metrics for defining success. Now it's time to set an actionable plan you can execute.

Your objectives roadmap should include all involved team members and departments and clear timelines for reaching milestones. Within your objectives, set action items with deadlines to stay on track, along with corresponding progress markers. For the objective of "increase lead conversion efficiency by 10%," that could look like:

May 15: Begin time logging 

June 1: Register team members for productivity seminar

June 15: Integrate Trello for managing processes

June 15: Audit time log

July 1: Implement lead automation

August 1: Audit time log—goal efficiency increase of 5%

6. Integrate successful changes

You've successfully achieved your objectives—great! But as Yogi Berra famously said, "It ain't over till it's over," and it ain't over yet. 

Don't let this win be a one-off accomplishment. Berra also said "You can observe a lot by just watching," and applying what you observed from this process will help you continue growing your company. Take what worked, and integrate it into your business processes for sustainable improvement. Then create new objectives, so you can continue the cycle.

Business objectives aren't collated plans or complicated flowcharts—they're short, impactful statements that are easy to memorize and communicate. There are four basic components every business objective should have: 

A growth-oriented intention (improve efficiency)

One or more actions (implement monthly training sessions)

A measurement for success (20% increase)

A timeline to reach success (by end of year)

For this year's summer swimwear line, we will increase sales by 15% over last year's line through customer relationship marketing. We will execute distinct email campaigns by segmenting last year's summer swimwear customers and this year's spring casualwear customers and offering season-long discount codes.

Our SaaS product's implementation team will grow to five during the next fiscal year. This will require us to submit a budget proposal by the end of the quarter and look into restructured growth tracks, new job posting templates, and revised role descriptions by the start of next fiscal year.

We will increase customer satisfaction for our mobile app product demonstrably by the end of the year by integrating a new AI chatbot feature. To measure the change in customer satisfaction, we will monitor ratings in the app store, specifically looking for decreases in rates of negative reviews by 5%-10%  as well as increases in overall positive reviews by 5%-10%.

Each of our water filtration systems will achieve NSF certification ahead of the launch of our rebranding campaign. Our product team will establish a checklist of changes necessary for meeting certification requirements and communicate timelines to the marketing team.

HR will implement bi-annual performance reviews starting next year. Review timelines will be built into scheduling software, and HR will automate email reminders to managers to communicate to their teams.

Business objectives can be as simple as one action or as complex as a multi-year roadmap—but they should be able to fall into a clear, actionable framework.

Calling your shot to the left centerfield wall and hitting a ball over that wall are two different things—the same goes for setting an objective and actualizing it.

Start with clear, attainable goals: Objectives should position your business to reach broader growth goals, so start by establishing those.

Align decisions with objectives: Once you set objectives, they should inform other decisions. Decision-makers should think about how changes they make along the way affect their objectives' timelines and execution.

Stick to the schedule or adjust it: Schedules should propel change, not rush it. Work toward meeting milestones and deadlines, but understand that they can always be moved if complications or new priorities arise. Remember, it's ok to fall short on goals .

Listen to team members at all levels: Those most affected by organizational changes can be the ones with the least say in the matter. Great ideas and insights can come from any level—even if they're only tangentially related to an outcome.

Implement automation: Automation keeps systems running smoothly—business objectives are no exception. Make a plan to bring no-code automation into workflows with Zapier to move your work forward, faster.

What makes business objectives so useful is that they can help you build a plan with defined steps to reach obtainable growth goals. As (one more time) Yogi Berra also once said, "You've got to be very careful if you don't know where you are going, because you might not get there." 

As you outline your objectives, here are some guides that can help you find KPIs and improvement opportunities:

How to conduct your own market research survey

6 customer satisfaction metrics to start measuring

Streamline work across departments with automation

Measuring SaaS success: 5 essential product-led growth metrics to track

12 value proposition templates—and how to write your own

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Bryce Emley

Currently based in Albuquerque, NM, Bryce Emley holds an MFA in Creative Writing from NC State and nearly a decade of writing and editing experience. His work has been published in magazines including The Atlantic, Boston Review, Salon, and Modern Farmer and has received a regional Emmy and awards from venues including Narrative, Wesleyan University, the Edward F. Albee Foundation, and the Pablo Neruda Prize. When he isn’t writing content, poetry, or creative nonfiction, he enjoys traveling, baking, playing music, reliving his barista days in his own kitchen, camping, and being bad at carpentry.

• Small business
• Sales & business development

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Business Plan Goals and Examples for Success

Written by Dave Lavinsky

A well-crafted business plan serves as a roadmap for entrepreneurs and businesses to achieve their objectives. One crucial aspect of a business plan is outlining clear and measurable goals. Business plan goals are the specific targets and milestones that a company aims to achieve within a defined timeframe. They provide a direction and purpose for the business, guiding decision-making, resource allocation, and strategic planning. In this article, we will explore the importance of setting business plan goals and provide examples of common goals.

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Why are Business Plan Goals Important?

Business plan goals are essential for several reasons:

• Strategic Focus : Goals help businesses define their strategic direction and focus their efforts on what matters most. They align the company’s efforts and resources towards achieving specific objectives, ensuring that everyone is working towards a common purpose.
• Measurable Outcomes : Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). By setting SMART goals, businesses can track progress, measure success, and identify areas for improvement.
• Motivation and Accountability : Goals provide motivation and drive for entrepreneurs and employees. They create a sense of purpose and urgency, encouraging individuals to work towards achieving the desired outcomes. Goals also establish accountability, as progress is monitored and reviewed regularly.
• Decision-Making : Goals serve as a reference point for decision-making. They help businesses prioritize initiatives, allocate resources, and evaluate opportunities based on their alignment with the established goals.

Examples of Business Plan Goals

Business plan goals can vary depending on the nature, size, and stage of the business. Here are some common examples of business plan goals:

Financial Goals:

• Achieve a specific revenue target within a defined timeframe.
• Increase profitability by a certain percentage or dollar amount.
• Reduce costs or increase efficiency in a particular area of the business.
• Secure funding or investment to support business growth.

Market Penetration Goals:

• Expand market share in a specific geographic region or target market.
• Increase brand awareness and recognition among the target audience.
• Launch new products or services in the market.
• Increase customer retention or loyalty.

Operational Goals:

• Improve production or service delivery processes to enhance quality or reduce lead times.
• Enhance supply chain management to optimize inventory levels or reduce costs.
• Implement new technologies or systems to streamline operations or improve customer experience.
• Achieve certifications or industry standards to improve credibility and competitiveness.

Human Resources Goals:

• Hire and retain top talent to support business growth.
• Provide training and development opportunities for employees to enhance their skills and performance.
• Improve employee engagement and satisfaction levels.
• Establish a diverse and inclusive workforce.

Social Responsibility Goals:

• Implement environmentally sustainable practices in the business operations.
• Contribute to the local community through philanthropic initiatives or social impact programs.
• Promote diversity, equity, and inclusion within the organization.
• Establish ethical and responsible business practices.

Business Plan Goals Conclusion

Business plan goals are critical for defining the direction and purpose of a business. They provide measurable outcomes, motivation, and accountability, guiding decision-making and resource allocation. Examples of business plan goals can include financial, market penetration, operational, human resources, and social responsibility objectives. When setting business plan goals, it’s essential to make them SMART – specific, measurable, achievable, relevant, and time-bound – to increase their effectiveness in driving business success. Regular monitoring and review of progress towards these goals can help businesses stay on track and adapt their strategies as needed to achieve their desired outcomes.

How to make a business plan

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How to make a good business plan: step-by-step guide.

A business plan is a strategic roadmap used to navigate the challenging journey of entrepreneurship. It's the foundation upon which you build a successful business.

A well-crafted business plan can help you define your vision, clarify your goals, and identify potential problems before they arise.

But where do you start? How do you create a business plan that sets you up for success?

This article will explore the step-by-step process of creating a comprehensive business plan.

What is a business plan?

A business plan is a formal document that outlines a business's objectives, strategies, and operational procedures. It typically includes the following information about a company:

Products or services

Target market

Competitors

Marketing and sales strategies

Financial plan

Management team

A business plan serves as a roadmap for a company's success and provides a blueprint for its growth and development. It helps entrepreneurs and business owners organize their ideas, evaluate the feasibility, and identify potential challenges and opportunities.

As well as serving as a guide for business owners, a business plan can attract investors and secure funding. It demonstrates the company's understanding of the market, its ability to generate revenue and profits, and its strategy for managing risks and achieving success.

Business plan vs. business model canvas

A business plan may seem similar to a business model canvas, but each document serves a different purpose.

A business model canvas is a high-level overview that helps entrepreneurs and business owners quickly test and iterate their ideas. It is often a one-page document that briefly outlines the following:

Key partnerships

Key activities

Key propositions

Customer relationships

Customer segments

Key resources

Cost structure

Revenue streams

On the other hand, a Business Plan Template provides a more in-depth analysis of a company's strategy and operations. It is typically a lengthy document and requires significant time and effort to develop.

A business model shouldn’t replace a business plan, and vice versa. Business owners should lay the foundations and visually capture the most important information with a Business Model Canvas Template . Because this is a fast and efficient way to communicate a business idea, a business model canvas is a good starting point before developing a more comprehensive business plan.

A business plan can aim to secure funding from investors or lenders, while a business model canvas communicates a business idea to potential customers or partners.

Why is a business plan important?

A business plan is crucial for any entrepreneur or business owner wanting to increase their chances of success.

Here are some of the many benefits of having a thorough business plan.

Helps to define the business goals and objectives

A business plan encourages you to think critically about your goals and objectives. Doing so lets you clearly understand what you want to achieve and how you plan to get there.

A well-defined set of goals, objectives, and key results also provides a sense of direction and purpose, which helps keep business owners focused and motivated.

Guides decision-making

A business plan requires you to consider different scenarios and potential problems that may arise in your business. This awareness allows you to devise strategies to deal with these issues and avoid pitfalls.

With a clear plan, entrepreneurs can make informed decisions aligning with their overall business goals and objectives. This helps reduce the risk of making costly mistakes and ensures they make decisions with long-term success in mind.

Attracts investors and secures funding

Investors and lenders often require a business plan before considering investing in your business. A document that outlines the company's goals, objectives, and financial forecasts can help instill confidence in potential investors and lenders.

A well-written business plan demonstrates that you have thoroughly thought through your business idea and have a solid plan for success.

Identifies potential challenges and risks

A business plan requires entrepreneurs to consider potential challenges and risks that could impact their business. For example:

Is there enough demand for my product or service?

Will I have enough capital to start my business?

Is the market oversaturated with too many competitors?

What will happen if my marketing strategy is ineffective?

By identifying these potential challenges, entrepreneurs can develop strategies to mitigate risks and overcome challenges. This can reduce the likelihood of costly mistakes and ensure the business is well-positioned to take on any challenges.

Provides a basis for measuring success

A business plan serves as a framework for measuring success by providing clear goals and financial projections . Entrepreneurs can regularly refer to the original business plan as a benchmark to measure progress. By comparing the current business position to initial forecasts, business owners can answer questions such as:

Are we where we want to be at this point?

Did we achieve our goals?

If not, why not, and what do we need to do?

After assessing whether the business is meeting its objectives or falling short, business owners can adjust their strategies as needed.

How to make a business plan step by step

The steps below will guide you through the process of creating a business plan and what key components you need to include.

1. Create an executive summary

Start with a brief overview of your entire plan. The executive summary should cover your business plan's main points and key takeaways.

Keep your executive summary concise and clear with the Executive Summary Template . The simple design helps readers understand the crux of your business plan without reading the entire document.

2. Write your company description

Provide a detailed explanation of your company. Include information on what your company does, the mission statement, and your vision for the future.

Provide additional background information on the history of your company, the founders, and any notable achievements or milestones.

3. Conduct a market analysis

Conduct an in-depth analysis of your industry, competitors, and target market. This is best done with a SWOT analysis to identify your strengths, weaknesses, opportunities, and threats. Next, identify your target market's needs, demographics, and behaviors.

Use the Competitive Analysis Template to brainstorm answers to simple questions like:

What does the current market look like?

Who are your competitors?

What are they offering?

What will give you a competitive advantage?

Who is your target market?

What are they looking for and why?

How will your product or service satisfy a need?

These questions should give you valuable insights into the current market and where your business stands.

4. Describe your products and services

Provide detailed information about your products and services. This includes pricing information, product features, and any unique selling points.

Use the Product/Market Fit Template to explain how your products meet the needs of your target market. Describe what sets them apart from the competition.

5. Design a marketing and sales strategy

Outline how you plan to promote and sell your products. Your marketing strategy and sales strategy should include information about your:

Pricing strategy

Advertising and promotional tactics

Sales channels

The Go to Market Strategy Template is a great way to visually map how you plan to launch your product or service in a new or existing market.

6. Determine budget and financial projections

Document detailed information on your business’ finances. Describe the current financial position of the company and how you expect the finances to play out.

Some details to include in this section are:

Startup costs

Revenue projections

Profit and loss statement

Funding you have received or plan to receive

Strategy for raising funds

7. Set the organization and management structure

Define how your company is structured and who will be responsible for each aspect of the business. Use the Business Organizational Chart Template to visually map the company’s teams, roles, and hierarchy.

As well as the organization and management structure, discuss the legal structure of your business. Clarify whether your business is a corporation, partnership, sole proprietorship, or LLC.

8. Make an action plan

At this point in your business plan, you’ve described what you’re aiming for. But how are you going to get there? The Action Plan Template describes the following steps to move your business plan forward. Outline the next steps you plan to take to bring your business plan to fruition.

Types of business plans

Several types of business plans cater to different purposes and stages of a company's lifecycle. Here are some of the most common types of business plans.

Startup business plan

A startup business plan is typically an entrepreneur's first business plan. This document helps entrepreneurs articulate their business idea when starting a new business.

Not sure how to make a business plan for a startup? It’s pretty similar to a regular business plan, except the primary purpose of a startup business plan is to convince investors to provide funding for the business. A startup business plan also outlines the potential target market, product/service offering, marketing plan, and financial projections.

Strategic business plan

A strategic business plan is a long-term plan that outlines a company's overall strategy, objectives, and tactics. This type of strategic plan focuses on the big picture and helps business owners set goals and priorities and measure progress.

The primary purpose of a strategic business plan is to provide direction and guidance to the company's management team and stakeholders. The plan typically covers a period of three to five years.

Operational business plan

An operational business plan is a detailed document that outlines the day-to-day operations of a business. It focuses on the specific activities and processes required to run the business, such as:

Organizational structure

Staffing plan

Production plan

Quality control

Inventory management

Supply chain

The primary purpose of an operational business plan is to ensure that the business runs efficiently and effectively. It helps business owners manage their resources, track their performance, and identify areas for improvement.

Growth-business plan

A growth-business plan is a strategic plan that outlines how a company plans to expand its business. It helps business owners identify new market opportunities and increase revenue and profitability. The primary purpose of a growth-business plan is to provide a roadmap for the company's expansion and growth.

The 3 Horizons of Growth Template is a great tool to identify new areas of growth. This framework categorizes growth opportunities into three categories: Horizon 1 (core business), Horizon 2 (emerging business), and Horizon 3 (potential business).

One-page business plan

A one-page business plan is a condensed version of a full business plan that focuses on the most critical aspects of a business. It’s a great tool for entrepreneurs who want to quickly communicate their business idea to potential investors, partners, or employees.

A one-page business plan typically includes sections such as business concept, value proposition, revenue streams, and cost structure.

Best practices for how to make a good business plan

Here are some additional tips for creating a business plan:

Use a template

A template can help you organize your thoughts and effectively communicate your business ideas and strategies. Starting with a template can also save you time and effort when formatting your plan.

Miro’s extensive library of customizable templates includes all the necessary sections for a comprehensive business plan. With our templates, you can confidently present your business plans to stakeholders and investors.

Be practical

Avoid overestimating revenue projections or underestimating expenses. Your business plan should be grounded in practical realities like your budget, resources, and capabilities.

Be specific

Provide as much detail as possible in your business plan. A specific plan is easier to execute because it provides clear guidance on what needs to be done and how. Without specific details, your plan may be too broad or vague, making it difficult to know where to start or how to measure success.

Be thorough with your research

Conduct thorough research to fully understand the market, your competitors, and your target audience . By conducting thorough research, you can identify potential risks and challenges your business may face and develop strategies to mitigate them.

Get input from others

It can be easy to become overly focused on your vision and ideas, leading to tunnel vision and a lack of objectivity. By seeking input from others, you can identify potential opportunities you may have overlooked.

Review and revise regularly

A business plan is a living document. You should update it regularly to reflect market, industry, and business changes. Set aside time for regular reviews and revisions to ensure your plan remains relevant and effective.

Create a winning business plan to chart your path to success

Starting or growing a business can be challenging, but it doesn't have to be. Whether you're a seasoned entrepreneur or just starting, a well-written business plan can make or break your business’ success.

The purpose of a business plan is more than just to secure funding and attract investors. It also serves as a roadmap for achieving your business goals and realizing your vision. With the right mindset, tools, and strategies, you can develop a visually appealing, persuasive business plan.

Ready to make an effective business plan that works for you? Check out our library of ready-made strategy and planning templates and chart your path to success.

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How to Set Strategic Planning Goals

• 29 Oct 2020

In an ever-changing business world, it’s imperative to have strategic goals and a plan to guide organizational efforts. Yet, crafting strategic goals can be a daunting task. How do you decide which goals are vital to your company? Which ones are actionable and measurable? Which goals to prioritize?

To help you answer these questions, here’s a breakdown of what strategic planning is, what characterizes strategic goals, and how to select organizational goals to pursue.

Access your free e-book today.

What Is Strategic Planning?

Strategic planning is the ongoing organizational process of using available knowledge to document a business's intended direction. This process is used to prioritize efforts, effectively allocate resources, align shareholders and employees, and ensure organizational goals are backed by data and sound reasoning.

Research in the Harvard Business Review cautions against getting locked into your strategic plan and forgetting that strategy involves inherent risk and discomfort. A good strategic plan evolves and shifts as opportunities and threats arise.

“Most people think of strategy as an event, but that’s not the way the world works,” says Harvard Business School Professor Clayton Christensen in the online course Disruptive Strategy . “When we run into unanticipated opportunities and threats, we have to respond. Sometimes we respond successfully; sometimes we don’t. But most strategies develop through this process. More often than not, the strategy that leads to success emerges through a process that’s at work 24/7 in almost every industry."

Related: 5 Tips for Formulating a Successful Strategy

4 Characteristics of Strategic Goals

To craft a strategic plan for your organization, you first need to determine the goals you’re trying to reach. Strategic goals are an organization’s measurable objectives that are indicative of its long-term vision.

Here are four characteristics of strategic goals to keep in mind when setting them for your organization.

1. Purpose-Driven

The starting point for crafting strategic goals is asking yourself what your company’s purpose and values are . What are you striving for, and why is it important to set these objectives? Let the answers to these questions guide the development of your organization’s strategic goals.

“You don’t have to leave your values at the door when you come to work,” says HBS Professor Rebecca Henderson in the online course Sustainable Business Strategy .

Henderson, whose work focuses on reimagining capitalism for a just and sustainable world, also explains that leading with purpose can drive business performance.

“Adopting a purpose will not hurt your performance if you do it authentically and well,” Henderson says in a lecture streamed via Facebook Live . “If you’re able to link your purpose to the strategic vision of the company in a way that really gets people aligned and facing in the right direction, then you have the possibility of outperforming your competitors.”

Related: 5 Examples of Successful Sustainability Initiatives

2. Long-Term and Forward-Focused

While strategic goals are the long-term objectives of your organization, operational goals are the daily milestones that need to be reached to achieve them. When setting strategic goals, think of your company’s values and long-term vision, and ensure you’re not confusing strategic and operational goals.

For instance, your organization’s goal could be to create a new marketing strategy; however, this is an operational goal in service of a long-term vision. The strategic goal, in this case, could be breaking into a new market segment, to which the creation of a new marketing strategy would contribute.

Keep a forward-focused vision to ensure you’re setting challenging objectives that can have a lasting impact on your organization.

3. Actionable

Strong strategic goals are not only long-term and forward-focused—they’re actionable. If there aren’t operational goals that your team can complete to reach the strategic goal, your organization is better off spending time and resources elsewhere.

When formulating strategic goals, think about the operational goals that fall under them. Do they make up an action plan your team can take to achieve your organization’s objective? If so, the goal could be a worthwhile endeavor for your business.

4. Measurable

When crafting strategic goals, it’s important to define how progress and success will be measured.

According to the online course Strategy Execution , an effective tool you can use to create measurable goals is a balanced scorecard —a tool to help you track and measure non-financial variables.

“The balanced scorecard combines the traditional financial perspective with additional perspectives that focus on customers, internal business processes, and learning and development,” says HBS Professor Robert Simons in the online course Strategy Execution . “These additional perspectives help businesses measure all the activities essential to creating value.”

The four perspectives are:

• Internal business processes
• Learning and growth

The most important element of a balanced scorecard is its alignment with your business strategy.

“Ask yourself,” Simons says, “‘If I picked up a scorecard and examined the measures on it, could I infer what the business's strategy was? If you've designed measures well, the answer should be yes.”

Related: A Manager’s Guide to Successful Strategy Implementation

Strategic Goal Examples

Whatever your business goals and objectives , they must have all four of the characteristics listed above.

For instance, the goal “become a household name” is valid but vague. Consider the intended timeframe to reach this goal and how you’ll operationally define “a household name.” The method of obtaining data must also be taken into account.

An appropriate revision to the original goal could be: “Increase brand recognition by 80 percent among surveyed Americans by 2030.” By setting a more specific goal, you can better equip your organization to reach it and ensure that employees and shareholders have a clear definition of success and how it will be measured.

If your organization is focused on becoming more sustainable and eco-conscious, you may need to assess your strategic goals. For example, you may have a goal of becoming a carbon neutral company, but without defining a realistic timeline and baseline for this initiative, the probability of failure is much higher.

A stronger goal might be: “Implement a comprehensive carbon neutrality strategy by 2030.” From there, you can determine the operational goals that will make this strategic goal possible.

No matter what goal you choose to pursue, it’s important to avoid those that lack clarity, detail, specific targets or timeframes, or clear parameters for success. Without these specific elements in place, you’ll have a difficult time making your goals actionable and measurable.

Prioritizing Strategic Goals

Once you’ve identified several strategic goals, determine which are worth pursuing. This can be a lengthy process, especially if other decision-makers have differing priorities and opinions.

To set the stage, ensure everyone is aware of the purpose behind each strategic goal. This calls back to Henderson’s point that employees’ alignment on purpose can set your organization up to outperform its competitors.

Calculate Anticipated ROI

Next, calculate the estimated return on investment (ROI) of the operational goals tied to each strategic objective. For example, if the strategic goal is “reach carbon-neutral status by 2030,” you need to break that down into actionable sub-tasks—such as “determine how much CO2 our company produces each year” and “craft a marketing and public relations strategy”—and calculate the expected cost and return for each.

The ROI formula is typically written as:

ROI = (Net Profit / Cost of Investment) x 100

In project management, the formula uses slightly different terms:

ROI = [(Financial Value - Project Cost) / Project Cost] x 100

An estimate can be a valuable piece of information when deciding which goals to pursue. Although not all strategic goals need to yield a high return on investment, it’s in your best interest to calculate each objective's anticipated ROI so you can compare them.

Consider Current Events

Finally, when deciding which strategic goal to prioritize, the importance of the present moment can’t be overlooked. What’s happening in the world that could impact the timeliness of each goal?

For example, the coronavirus (COVID-19) pandemic and the ever-intensifying climate change crisis have impacted many organizations’ strategic goals in 2020. Often, the goals that are timely and pressing are those that earn priority.

Learn to Plan Strategic Goals

As you set and prioritize strategic goals, remember that your strategy should always be evolving. As circumstances and challenges shift, so must your organizational strategy.

If you lead with purpose, a measurable and actionable vision, and an awareness of current events, you can set strategic goals worth striving for.

Do you want to learn more about strategic planning? Explore our online strategy courses and download our free flowchart to determine which is right for you and your goals.

This post was updated on November 16, 2023. It was originally published on October 29, 2020.

About the Author

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What are business objectives, why are business objectives important, business objectives vs goals, benefits of setting business objectives, how to set business objectives, 20+ types of business objectives to measure success, how to set business objectives in your business plan.

Objectives are the steps leading to goals, which are the driving force for any organization. Regardless of the business scale, every company follows an objective. But, they may be the same or different from the objectives of those working there. Knowing the business objective not only helps the business to grow efficiently by gathering the right team but also helps in the overall development of employees. Read on to understand the basics of business objectives and their importance. 

Businesses run on goals. Objectives are goals focused on operations, revenue, growth and productivity. A description of business objectives brings clarity to the owner and educates other workers about their direction. 

Business objectives can be strategic or operational. Strategic objectives are concerned with long-term goals and involve techniques at a bigger scale to accomplish the goal. Operational objectives focus on short-term goals and are a part of the strategic objectives. They are small steps that contribute to the ultimate aim.

Business objectives hold the following relevances for the company:

• Enlightens every individual about the shared vision of the company
• Increases product quality
• Improves company culture
• Recruit and retain high-quality employees
• Develop leadership
• Encourages innovation
• Increase revenue
• Expands productivity

Objectives and goals are often used interchangeably. However, objectives are the steps that lead the company, business, organization and even an individual to the goal. For instance, the business goal is to increase growth by 20% by the end of the year 2023. The business objective will be to market the enhancement in the quality and innovation of the product. 

Here are enlisted the advantages of setting business objectives:

Help Establish Clear Roadmaps

Objectives are used to understand the actions required in a specific period to achieve the goal.

Set the Groundwork for the Culture

They enhance the vision and provide direction to the members.

Influence Talent Acquisition

They provide clarity in the needs and recruit the talents based on the requirements.

Encourage Teamwork

A common goal encourages community participation.

Promote Sound Leadership

Similar goals and work environments can lead due to a clear vision of the aim. 

Establish Accountability

It imparts thorough knowledge and reason for the action inculcating accountability.

Drive Productivity

The clarity in actions and objectives increases productivity.

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Utilize a top to bottom approach to set the business objectives. Refer to the below-mentioned points for assistance:

1. Establish Clear Goals

Clarify the idea and understand the goal. Use the SWOT analysis and goal-setting frameworks for further specificity. Be honest with the need. For instance, the goal is to reach 1000 product sales within six months, increase the revenue by 10%, and many more. 

2. Set a Baseline

Now you know where to reach. Next, gain clarity about your current position concerning every factor in mind. Find out the deficiency or problem statement and research to know the same. It states the feasibility of the goal and provides the main area to work at. 

3. Involve Players at All Levels in the Conversation

Business includes the team. The decisions involving the same should also have the unit. Every department can bring forward its suggestions and analysis. Combine them to understand the long-term and short-term effects of applying multiple ideas. 

4. Define Measurable Outcomes

Measure the progress and outcome . You should have an account for the benefits gained by incorporating a particular change. It enables timely modification of the shift or task. It further brings transparency in actual effects and helps gain knowledge of when to revert or try a new strategy is possible.

5. Outline a Roadmap with a Schedule

Any above steps will yield results if a plan is set to execute them. Involve every member in this step as well. Make a practical roadmap or timeline indicating the action is complete at the appointed time. For further clarity, break down each objective into different tasks and be precise about them. 

6. Integrate Successful Changes

Only some actions will lead to failure or success. Both are accompanied by trying new things.in such cases, observe and process. Then mindfully incorporate the items based on necessity.

Based on the mentioned information on business objectives, it is crystal clear that they vary according to the goal . Review the particle examples of the previous statement below:

Financial Business Objectives

• Cost: It includes expenditure in the business. The ultimate aim is to minimize it as much as possible without compromising the quality. 
• Sustainable growth: Businesses aiming to thrive for decades must consider the sustainability of their actions, plans, and financial objectives. 
• Profitability: It is another factor that contributes to long-lasting business. 
• Cash flow: It involves expenditure and income in a more complicated manner. Its positive or negative status decides the business's financial success in the long run. 
• Revenue: Businesses can focus on profit or, specifically, on revenue. It includes deciding a particular amount or percentage the company wishes to see itself after a specific period. 

Customer-Centric Business Objectives

• Sales: Concerning sales, the objectives can be increasing cross-selling, decreasing the customer acquisition cost, or related activity.
• Market share: The companies that aim to set themselves in the market can include the objective of increasing market share.
• Competitive positioning: it encourages further development of the project based on customer's needs and currently present features in the market
• Customer satisfaction : It includes regularly taking feedback and criticism from the customers and reflecting on the same
• Churn: Reducing churn or the number of customer losses is essential for some businesses to consider.
• Brand awareness: Investing in brand awareness helps get focussed. Clubed with quality and affordability, it is expected to shoot up sales. 

Internal Business Objectives

• Diversity and inclusion: Talents and skills can be found in any part of the globe. Welcoming and embracing them helps you make long-term relationships with them. 
• Change management: Changes are difficult to deal with. Efficiently working on them with a plan helps smoothen the transition. 
• Company growth: sustainable growth in terms of employees is a challenging task and hence needs to be included as an objective
• Employee satisfaction and engagement: It involves reducing their workload and keeping them happy. It shoots productivity. 
• Productivity: Efficient segregation of work based on interest to learn and known skills can increase productivity. Additional factors may be needed, thus requiring it to be worked on as an objective.
• Employee retention: Decreased turnover accompanies familiarity, loyalty, and dedication between employees and business
• Organizational culture is one of the key factors being considered by talents before taking up the job. Caring for employees and their issues is directly related to the company's success.
• Employee effectiveness: Work on efficiency and effectiveness by the team members. Promote methods to encourage it. 

Regulation-Related Business Objectives

• Compliance: Prioritize compliance requirements and set it as an objective to compulsorily meet them on time.
• Quality control: Including it as an objective showcases the company's focus. It further enhances the product's reach to customers and increases revenue.
• Waste reduction: Often ignored, it helps in keeping the environment safe. The act further provides indirect publicity and hence revenue and brand awareness.  

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How to Determine the Goals and Objectives of Your Business Plan A business plan is only as good as the goals and objectives it outlines. Here's how to determine what those are.

By The Staff of Entrepreneur Media, Inc. Dec 11, 2014

In their book Write Your Business Plan , the staff of Entrepreneur Media offer an in-depth understanding of what's essential to any business plan, what's appropriate for your venture, and what it takes to ensure success. In this edited excerpt, the authors help you decide what your goals and objectives for your new business are before you ever start writing your business plan.

You've decided to write a business plan, and you're ready to get started. Congratulations—you've just greatly increased the chances that your business venture will succeed. But before you draft your plan, you need to focus on several areas from conceptual to "concrete." One of the most important reasons to plan your plan is that you're accountable for the projections and proposals it contains. That's especially true if you use your plan to raise money to finance your company.

Business plans can be complicated documents. As you draft your plan, you'll be making lots of decisions on serious matters, such as what strategy you'll pursue, as well as less important ones like what color paper to print it on. Thinking about these decisions in advance is an important way to minimize the time you spend planning and to maximize the time you spend generating income.

Ready to get started?

Close your eyes. Imagine that it's five years from now. Where do you want to be? What will the business look like? Will you be running a business that hasn't increased significantly in size? Will you command a rapidly growing empire? Will you have already cashed out and be relaxing on a beach somewhere, enjoying your hard-won gains?

Now's a good time to free-associate a little bit—let your mind roam, exploring every avenue that you'd like your business to go down. Try writing a personal essay on your business goals. It could take the form of a letter to yourself, written from five years in the future, describing all you've accomplished and how it came about.

As you read such a document, you may make a surprising discovery, such as that you don't really want to own a large, fast-growing enterprise but would be content with a stable, small business. Even if you don't learn anything new, getting a firm handle on your goals and objectives is a big help in deciding how you'll plan your business.

If you're having trouble deciding what your goals and objectives are, here are some questions to ask yourself:

1. How determined am I to see this venture succeed?

2. Am I willing to invest my own money and to work long hours for no pay, sacrificing personal time and lifestyle, maybe for years?

3. What's going to happen to me if this venture doesn't work?

4. If it does succeed, how many employees will this company eventually have?

5. What will be its annual sales in a year? Five years?

6. What will be its market share in that time frame?

7. Will it be a niche marketer, or will it sell a broad spectrum of goods and services?

8. What are the plans for geographic expansion? Local? National? Global?

9. Am I going to be a hands-on manager, or will I delegate a large proportion of tasks to others?

10. If I delegate, what sorts of tasks will I share? Sales? Technical? Others?

11. How comfortable am I taking direction from others? Could I work with partners or investors who demand input into the company's management?

12. Is this venture going to remain independent and privately owned, or will it eventually be acquired or go public?

Your plan may look beautiful, but without a solid understanding of your own intentions in business, it's likely to lack coherence and, ultimately, prove ineffective. Let's say in one section you describe a mushrooming enterprise on a fast-growth track, then elsewhere endorse a strategy of slow and steady expansion. Any business-plan reader worth his or her salt is going to be bothered by inconsistencies like these. They suggest that you haven't thought through your intentions. Avoid inconsistency by deciding in advance what your goals and objectives will be and sticking with them.

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Understand How to Use a Business Plan to Attract Talent and Investment

By Drew Moffitt • May 12, 2024

Understanding the purpose of a business plan is paramount for any entrepreneur or business owner. It lays the groundwork for successful operations and growth by defining goals, charting strategies, and preparing for financial needs. This article shows how a business plan can be your blueprint for success—structuring your vision, aligning your team, and communicating your value proposition to stakeholders and investors.

Key takeaways

• A business plan is a critical strategic document that outlines long-term goals, provides direction, and is linked to faster growth in small businesses; it is vital for companies of all sizes to navigate their industry successfully.
• Effective market analysis including industry, target audience, and competitor evaluations, is crucial in a business plan to guide marketing and sales strategies, adapt to customer preferences, and gain a competitive advantage.
• Financial planning within a business plan involves detailed forecasts and assessments of funding needs, which are essential for informed decision-making, attracting investment, and guiding startups through their initial financial challenges.

The essence of a business plan

A business plan is more than a formality; it’s the lifeblood of strategic vision and long-term success. It’s a strategic guide that paints a clear picture of your company’s future, outlining the vision, goals, and strategies that are the heartbeat of your entrepreneurial dreams. 

Crafting this plan is not just an exercise; it’s a foundational step in the business planning process that can significantly increase the likelihood of your business’s success. It sets critical long-term goals and paves the way forward. In essence, a well-crafted business plan embodies your business concept.

Owners of small businesses, especially existing businesses, who embrace comprehensive business planning experience a remarkable 30% faster growth, a testament to the tangible benefits of meticulous strategizing and the guidance of a business consultant.

Mapping out your business journey

Consider a business plan as your company’s roadmap, a detailed chart that guides your every move and provides a refuge in times of uncertainty. It’s the tool that compels you to think through your business idea meticulously before committing significant investments, ensuring that every step you take is calculated.

Whether you’re a vibrant startup seeking funds, a well-established corporation, or a large conglomerate adapting to market changes, a good business plan is your ally in navigating the business waters. For established companies, business plans help maintain a sharp focus on both immediate tasks and distant horizons, ensuring that every member of the team knows the direction and the destination. Recognizing the importance of this tool, many entrepreneurs often find themselves thinking, “I need a business plan.”

Startups, especially the growing number working remotely , need strongly aligned team and leadership planning to ensure harmony when it comes to scripting the business plan.

Clarifying vision and strategy

Your business plan’s executive summary is the beacon that shines light on your company’s mission or vision statement, value proposition, and long-term goals, ensuring everyone from the executive team to the stakeholders is aligned and focused on core objectives. It’s a strategic document that directs long-term decisions, covering a span of three to five years, offering a bird’s-eye view of the entire business and laying out clear goals essential to avoid wasting time and resources.

The ‘Summary and Objectives’ section of your business plan acts as a clarion call, providing direction and inspiring action towards achieving those milestones. For those working remotely , it can highlight the value of the remote proposition, and their efficiency compared to traditional businesses. 

The power of market analysis

Embarking on the business journey without a thorough market analysis is like sailing without a compass. Collaboration apps like Kumospace enable you to gather data, discuss market changes and create your plans. 

The analysis is the cornerstone of your business plan, laying the foundation for carving out a niche and informing all subsequent marketing and sales strategies. It’s a trifecta of industry, target market, and competitive analysis, offering a panoramic view of the business terrain.

By recognizing trends and the market’s trajectory, your business becomes equipped for:

• Predictive planning
• Strategic agility
• Adapting strategies as customer preferences evolve
• Identifying competitive advantages

This allows you to stay ahead of the curve and make informed decision-making processes for your business.

Identifying your target audience

A target market analysis is your lighthouse, confirming the existence of a viable customer base for your product or service. It’s about understanding if potential customers will purchase at a price that fuels your business’s prosperity. By identifying who your customers truly are, you gain insights into their preferences, behaviors, and demographics, ensuring that every marketing dollar spent is a targeted arrow aimed at hearts ready to embrace your offerings.

Evaluating competitors and industry dynamics

Competitive analysis is the reconnaissance mission that informs you where your business stands in the grand scheme of the industry. It involves gathering intelligence on competitors’ sizes, market shares, and financial strengths, and crafting a map that reveals your competitive landscape. By understanding the dynamics of your industry, you can anticipate challenges and tailor your business plan to circumvent potential threats, ensuring a journey that’s as smooth as possible.

Financial planning and projections

Financial planning is the rudder that steers your business toward fiscal prudence and stability. It encompasses the contemplation of:

• Funding costs
• Operating expenses
• Projected income
• Crafting a financial summary that lays bare your business’s economic reality

By dissecting the core financial statements - the Balance Sheet, Income Statement, and Cash Flow Statement - you gain a comprehensive understanding of your business’s financial health, which is indispensable for informed decision-making.

Estimating costs and revenue streams

Technology today offers sophisticated tools that help visualize and forecast expenses over time, sharpening the precision of your financial predictions. Automated procurement tools are the allies that aid you in identifying cost-saving opportunities, contributing to more accurate future cost projections.

For startups, financial projections are a beacon, guiding them through the rocky shoals of capital needs and focusing less on other elements like marketing or company culture at the outset. Resource planning is the linchpin in your business plan for budgeting purposes, ensuring that your financial resources are managed efficiently, and teams operate within parameters to meet or exceed goals.

Determining funding needs

When it comes to sourcing capital, your business plan is the golden ticket, revealing to investors and lenders the treasure map of how their capital will be deployed to ensure your business thrives. 

Banks and venture capital firms often regard a business plan as a litmus test, gauging the potential of their investments and lending opportunities. A formal business plan reflects serious commitment, and it is your declaration of dedication, not just to potential investors but to yourself as the architect of your business’s destiny.

For the new venture, raising capital provides a crystal-clear direction, helps cast a net to attract investors, and is the drumbeat that maintains business momentum. To calculate the necessary funding, determining the exact amount needed and how it will be allocated is crucial for effective capital utilization.

Crafting a winning marketing strategy

A winning marketing strategy is the wind in your sails, aligning your marketing activities with the overarching business objectives and ensuring a smooth journey toward your destination. It’s about fine-tuning the actionable steps of your marketing tactics, which must be crystal clear in your marketing plan to avoid drifting aimlessly.

A well-articulated marketing strategy enhances your business’s understanding of its customers and polishes the lens through which you communicate your value proposition. Organized marketing teams, armed with clear marketing strategies, are the explorers who are most likely to find success in their campaigns.

Positioning Your Brand

Brand positioning is the flag you plant that tells the world who you are and what you stand for. It’s an essential part of your business plan that can significantly impact customer perception and loyalty. You achieve it by crafting clear value propositions and maintaining consistent brand messaging that resonates with your audience.

By understanding the demographics, income ranges, education, occupation, location, lifestyle, and purchasing motivations of your customers, you can hone your brand positioning strategies to create a lasting impression.

Selecting the right marketing tactics

Selecting the right marketing tactics requires a deep dive into your target audience's psyche and discerning the channels they frequent. Your marketing strategy, which includes choosing the appropriate tactics, should reflect your brand’s position, singing in harmony with your target audience’s needs while aligning with your company’s goals and budget.

Building a strong team

A strong team is the crew that propels your ship forward, and building such a team is pivotal for any successful business. A business plan infused with passion and a clear vision can attract high-quality employees and inspire management and staff long after the hiring process is complete. It serves as a strategic roadmap for staffing needs, ensuring there is a clear plan for when to recruit and train new team members to avoid personnel shortages and guarantee smooth operations during expansion periods.

Attracting top talent

A well-developed business plan acts as a beacon to potential top talent, showcasing the company’s anticipated future and overarching goals, which are critical in attracting individuals looking for vision and growth. Top talent is drawn to companies with a compelling vision of success, effectively communicated through a detailed and strategic business plan.

The CEO’s commitment to the business plan and ability to articulate its realization lend reassurance to skilled individuals, influencing their decision to join a company that aligns with their aspirations and professional goals.

Aligning team goals and objectives

By sharing the business plan with team members, you ensure that everyone is rowing in the same direction towards the same objectives, fostering unity and purpose within the team. A business plan serves as a compass, clearly outlining the company’s objectives and enabling each team member to navigate their role toward a shared destination.

Engaging and empowering employees is crucial to achieving the strategic changes and objectives set forth in the business plan.

Adapting to change and growth

Change is the sea upon which businesses sail, and adapting to it is essential for maintaining a competitive edge and supporting business growth. Your business plan should evolve to reflect accomplished goals or shifts in company direction, ensuring the capability to respond to market shifts and seize new business opportunities. You can ensure your company remains agile and competitive by staying open to new business ideas.

A strategic plan that contemplates possible market scenarios and integrates technological advancements empowers businesses to adapt swiftly, preserving their competitive edge.

Embracing market shifts and opportunities

Embracing market shifts and opportunities is about cultivating a culture that views change as a chance to thrive, enhancing adaptability and resilience within the organization. Promoting agility and flexibility in the organizational structure allows for a quicker response to market changes, ensuring that your business is not left behind in the wake of industry evolution.

Regularly revising the business plan keeps a company in step with customer demand and market dynamics, fostering a readiness to pivot and provide more details when needed, especially in a lean startup environment.

Planning for expansion and scaling up

When charting a course for expansion and scaling up, it’s essential to tailor your business plan to address new challenges and opportunities that arise, with updated sales forecasts and financial projections guiding the allocation of resources and growth strategy.

For example, a business plan for acquisition should include cost estimations, integration schedules, and management requirements to ensure seamless growth and addition to the current operations.

As our journey through the anatomy of a business plan concludes, it’s clear that this document is much more than a set of written pages. It manifests your vision, a treasure map to untold success, and a strategic companion in the ever-evolving business landscape. From clarifying your entrepreneurial vision to outlining comprehensive market analyses, ensuring financial stability, crafting a winning marketing strategy, and building a formidable team to adapting to growth and change, the business plan stands as your navigator.

Let this be the wind that fills your sails, pushing you to set forth on your business voyage with a well-crafted business plan in hand. May it guide you to new horizons and inspire the confidence to pursue the success that awaits. Happy sailing!

Frequently Asked Questions

Why is a business plan important for new businesses  .

A business plan is important for new businesses as it provides a strategic guide for the company's vision, goals, and strategies, and helps attract investors and raise capital. It serves as a roadmap for success.

How does a business plan help in market analysis?  

A business plan helps in market analysis by identifying profitable niches, informing marketing strategies, and providing insights into industry trends and competitive advantages.

What role does financial planning play in a business plan?  

Financial planning in a business plan is essential for estimating costs, projecting income, and ensuring financial stability by managing resources effectively.

How can a business plan attract top talent?  

By presenting a clear and compelling vision of the company's future and indicating a commitment to growth and success, a business plan can attract top talent who are seeking meaningful opportunities. This is a key factor for attracting skilled individuals. Using innovative tools like Kumospace for collaboration can also help a startup stand out. 

In what ways can a business plan be adapted for growth?  

To adapt a business plan for growth, it's important to customize it to address new challenges and opportunities, update sales forecasts, and lay out financial projections to guide expansion effectively.

Transform the way your team works from anywhere.

A virtual office in Kumospace lets teams thrive together by doing their best work no matter where they are geographically.

Drew leads marketing at Kumospace. Prior to joining Kumospace, he spent his career founding and operating businesses. His work has been featured in over 50 publications. Outside of work, Drew is an avid skier and sailor. A wholehearted extrovert, he organizes VentureSails, a series of networking events for founders and tech investors.

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How to set OKRs

It’s easy to look at successful businesses and assume it was their core idea that got them where they are. Intel invented the microchip, Netflix pioneered on-demand video streaming, and Google built the modern search engine. But an idea will only get you so far.

What turns a scrappy startup into an industry-leading company often isn’t their original idea, but their  execution .

For example, Google is  the  name in search—but not because Larry Page and Sergey Brin had a totally original and utterly brilliant idea. They were, in fact, the 18th search engine to arrive on the scene in the early days of the internet. What carried Google beyond its competitors was how Page and Brin executed their vision with exceptional focus and clarity.

Reflecting on Google’s success, Page singled out Andy Grove’s OKR (Objective and Key Results) methodology as a key factor in his company’s success.

Is setting these goals really worth it? The short answer is yes. Organizations that implement this goal-setting methodology consistently benefit from better execution on projects and initiatives. With clear goals, you can effectively turn great ideas into better businesses.

While execution can be challenging, it doesn’t have to be complicated. All you need is consistency, dedication, and planning. Here’s how you turn goals from a nice idea into a sustainable, long-term management practice.

Step 1: Set rules for your business

The OKR formula is designed to be flexible enough to fit most purposes. Yet many organizations treat it as a rigid framework and refuse to deviate from a prescriptive methodology. This is a recipe for disaster.

Before you implement this goal-setting methodology, we recommend setting basic rules for how OKRs will function at your company. These rules define how goals work in your teams and your organization. Specifically, there are three elements to consider: cadence, check-in process, and creation.

Cadence: This is simply how often you set goals. In our experience, setting objectives annually delivers the best reward as they become the pillars of your strategy. However, if your organization moves rapidly, you have the option to set goals more frequently—half-yearly, quarterly, or even monthly.

Check-in process: The schedule you set to update and review your progress. Again, your optimal schedule is unique to your organization. If your goals are grand and slow-moving, a bi-weekly or monthly check-in may suffice. However, if your goals are smaller and progress rapidly, you ought to check-in more regularly.

Creation: There are three basic models— top-down (leaders set both objectives and key results), bottom-up (individuals set both objectives and key results), and hybrid (leaders set objectives and individuals set key results). Deciding what model works best for you depends on your company size and structure.

Step 2: Co-create company-wide objectives

Now you’ve set the basic rules of your program, you’re ready to start rolling out the framework across your organization. Remember: OKRs stand for Objectives and Key Results. You should be able to sum up your goal in one sentence:  I will  [objective]  as measured by  [key result] .

Start off by co-creating top-level objectives for your organization. These are the pillars of your strategy for the next year. They’re the important and substantial activities that lead to the success of your mission. Crowdsource ideas from stakeholders across your organization and refine them with in-depth analysis from your top brass.

But be careful your output does not grow out of control. As more people with different perspectives join the conversation, the number of objectives can quickly balloon.

Some examples of great company-wide objectives are:

Create the lowest carbon footprint in your specific industry

Extend your reach to new customers

Increase qualified leads

As often as possible, design your objectives to be falsifiable and clearly measurable. At the end of your goal cycle, you should be able to conclusively say whether or not you met each objective.

Step 3: Create company-wide key results

Once you’ve decided on your company-wide objectives, you need to work out how you’ll track your progress toward those goals. That’s where  key results  come in.

To write great key results, try using the SMART methodology .

SMART is an acronym that stands for:

Specific: What, exactly, are you working towards?

Measurable: How will you evaluate whether or not you hit your key results?

Achievable: Is this key result something you could reasonably achieve? Keep in mind, even stretch goals should be achievable.

Realistic: With the resources and time you have available, is hitting this key result realistic?

Time-bound: Does your key result have a clear timeline and end date?

Your key results should be challenging. If you’re certain you’re going to nail them, you’re not pushing hard enough. Like other companies, we follow storied investor and OKR guru John Doerr’s advice and aim to hit 70% of our key results in each period. If we achieve more than that, we know we weren’t aggressive enough in our planning.

For every key result, make sure to align on what achieving, partially achieving, or missing the KR means. To be most effective, you should measure your success once the period is over—and having a clear sense of what success means can help your team refine and adjust your goal-setting process as time goes on.

Step 4: Set key results for teams and individuals

To get the most from this goal-setting methodology, your company objectives must flow down through your organization, guiding the work of smaller teams and individuals.

Too often, companies set goals and fail to revisit them until the quarter or year is up. But when your goals are disconnected from daily work, it’s easy for work to become misaligned and for teams to lose motivation towards the goal. Conversely,  research  shows that when employees do understand how their individual work contributes to their organization’s goals, they’re 2X as motivated.

So to set great key results at your company, make sure you’re connecting day-to-day work with company-wide objectives. One easy way to do that is to use a hybrid goal-setting approach, where your executive level teams set company objectives, but smaller teams set the key results. When you give teams the autonomy to set their own KRs, they have a much deeper understanding of where to invest their resources and efforts to generate the best results.

Step 5: Track your goals as you go

Once you have defined your organization's objectives and key results, it’s time to identify the programs and projects you and your team will work on to achieve your goals.

One of the benefits of setting goals is that they help scale prioritization across your organization. By connecting your goals to the work being done to achieve them, you make it easier to report on your progress towards goals, and address any problems that might stop you from completing a goal.

Connecting your organizational goals to day-to-day work also keeps your employees engaged in their work. People want to know that what they do matters, and the best way to show them is to connect their work to high-level goals. So when they understand how their day-to-day work fits into the bigger picture, they feel empowered to do their best work.

Make sure to check in on your progress regularly. Instead of setting your goals in a slide deck or spreadsheet, invest in a  goal-setting platform  that makes it easy to connect company objectives to key results. That way, every team has visibility into how their work is moving company objectives forward.

Step 6: Improve your processes

Once your planning cycle is completed, your work still isn’t finished. Instead of immediately moving on to the next cycle, ask your team to pause and grade their key results. Individuals should be accountable for grading the key results they have ownership of and for writing a short write up explaining the grading.

It’s okay if you don’t hit all of your KRs. In fact, teams that do hit all of their KRs may not have set aggressive enough goals. At Asana, we aim to hit about 70% of our KRs.

After people grade their key results, managers should collect the results and roll them up into their objectives. One of the many benefits of setting OKRs is transparency, so we suggest managers grade their objectives and share the overall results throughout your organization.

With your grading complete, dig into what didn’t work during the cycle and make a note of what worked well. For future cycles, you will be able to double down on your strengths and support your weaknesses. If you’ve missed either objectives or key results, host working sessions with your teams to reflect and learn.

Focus on the journey, as well as the destination

When you set goals, you shouldn’t just focus on whether or not you check the box off at the end of the goal cycle. Rather, by setting OKRs, you're developing a framework for how to think about goals, how to connect your work with company objectives, and—ultimately—how to align and execute on your most ambitious projects.

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• For Small Business

How to Set and Achieve Marketing Objectives in 2024: The Definitive Guide

• May 13, 2024
• by steven-austin

Marketing objectives are the foundation of any successful marketing strategy. They provide clear goals for your team to rally around, help you allocate resources efficiently, and ensure your marketing activities drive real business impact. And with economic headwinds and constant change now the norm, crisp objectives are more critical than ever.

But setting marketing objectives is easier said than done. According to HubSpot‘s 2022 State of Marketing Report , "generating leads and traffic" remains a top challenge for marketing leaders. In this guide, we break down how to set objectives that don‘t just sound good in a presentation but actually move the needle on leads, revenue, and other priority KPIs.

Marketing Objective Statistics and Benchmarks

First, let‘s look at some data that underscores the importance of getting your marketing objectives right:

• Organizations that set specific, measurable objectives are 377% more likely to report success than those that don‘t ( Coschedule )
• 81% of companies that exceed revenue goals have active coordination between marketing and sales on shared objectives ( LinkedIn )
• Marketers who set goals are 429% more likely to report success than those who don‘t ( CoSchedule )
• The most effective B2B marketers document their marketing strategy, including objectives ( CMI & MarketingProfs )

With those stats in mind, here are the steps to setting (and achieving) meaningful marketing objectives in 2024.

Step 1: Align Marketing Objectives with Business Goals

The first step is ensuring tight alignment between your marketing objectives and the broader goals of the business. This may sound obvious but it‘s where many teams go wrong. They set objectives based on what they think sounds impressive or industry benchmarks rather than what the CEO and board care about most.

Some questions to ask leadership:

• What are our revenue, growth, and profitability goals?
• Are we launching any new products, verticals, or geographies?
• What metrics does the board and executive team judge marketing on?
• How is the competitive landscape and economy impacting priorities?

For example, if aggressive growth is the top priority, marketing objectives should center around demand generation and acquiring new customers. If the focus is improving profitability, objectives around monetizing existing customers and reducing acquisition costs should be the focus.

Step 2: Audit Your Marketing Performance

Next, take an honest look at your current marketing performance. Use tools like Google Analytics, SEMRush, social media analytics, and your CRM to gather key benchmarks:

• Monthly website traffic and visitor-to-lead conversion rate
• Organic search traffic and rankings for priority keywords
• Email open rates, click-through rates, and ROI
• Social media reach, engagement rates, and follower growth
• PPC click-through rates, cost per click, and return on ad spend
• Marketing qualified leads, opportunities, and revenue generated
• Content engagement and conversion rates by format
• Share of voice and sentiment relative to competitors

Identify areas of strength to double down on and areas for improvement to address with new objectives. Also audit your team‘s skills and bandwidth to assess how much you can realistically take on.

Step 3: Use the SMART Goal Framework

The SMART goal framework is a staple of effective objective setting. It forces you to be:

• Specific : Clearly define the objective
• Measurable : Include a quantifiable KPI
• Achievable : Make it realistic to achieve with current resources
• Relevant : Align with business priorities
• Time-bound : Specify a target date

A SMART marketing objective template looks like:

[Increase/Reduce] [metric] from [baseline] to [goal] by [timeframe] through [initiative]

For example: Increase monthly organic search traffic from 10,000 visits to 15,000 visits by Q3 through new content development and link building.

Or: Reduce customer acquisition cost from $200 to $150 in 2024 through persona-based advertising and marketing automation.

Step 4: Develop Objectives Across Marketing Functions

Effective marketing requires coordination across a range of channels and disciplines. Set objectives for each function that roll up to your overarching goals:

Brand Marketing Objectives

• Increase unaided brand awareness from X% to Y%
• Improve Net Promoter Score from X to Y
• Grow share of voice from X% to Y%

Content Marketing Objectives

• Increase monthly blog traffic from X visits to Y visits
• Improve average content engagement rate from X% to Y%
• Generate X marketing qualified leads per month

Email Marketing Objectives

• Grow email list from X to Y subscribers
• Increase average email open rate from X% to Y%
• Generate $X in email-attributable revenue per month

Paid Media Objectives

• Reduce cost per lead on Google Ads from $X to $Y
• Increase landing page conversion rate from X% to Y%
• Drive X% more marketing qualified leads at the same cost per acquisition

Product Marketing Objectives

• Achieve X signups/preorders for new product within Y days of launch
• Generate X key product reviews with an average rating of Y stars
• Drive adoption of X% of customer base to new feature within Y months

Customer Marketing Objectives

• Improve average net revenue retention from X% to Y%
• Increase average customer lifetime value from $X to $Y
• Reduce logo churn from X% to Y% through new onboarding program

Step 5: Build Your Marketing Plan

With clear objectives in place, map out the operational plan to achieve them. Create a phased roadmap of key initiatives, campaigns, and milestones. Assign owners to each objective and workstream. Allocate your budget across channels and programs based on past performance and strategic bets.

Some planning best practices:

• Use the 70-20-10 rule for budget allocation – 70% on proven low-risk tactics, 20% on new initiatives, 10% on experimental concepts
• Plan conservatively in a volatile, high-inflation economy – build in buffers for key investments and be prepared to adapt quickly
• Balance quick-win tactics to build momentum with bigger long-term bets to drive step-change growth
• Align the entire customer journey across marketing, sales, and customer success to provide a seamless experience
• Proactively identify and plan for dependencies and risks, especially with product and engineering
• Document your full marketing plan but keep it concise – focus on capturing key milestones, owners, and metrics in an easily accessible format

Step 6: Identify Key Marketing Metrics

Selecting the right marketing metrics and KPIs to track is critical for measuring progress and optimizing performance. Focus on metrics that are:

• Aligned with your objectives and broader company goals
• Actionable and easy to interpret for the team
• Predictive of future outcomes and revenue
• Comparable to industry benchmarks

Some KPIs to consider:

Create dashboards to track and report on key metrics weekly, monthly, and quarterly. Set up automated alerts to flag major changes or anomalies. Schedule regular meetings to review results and optimize based on the data.

Step 7: Align Objectives Across the Organization

Finally, socialize and coordinate your marketing objectives across the company. Some key stakeholders to align:

Sales – Agree on lead targets, scoring, and routing. Coordinate messaging and content across the buyer journey. Collect feedback from reps on lead quality.

Customer Success – Partner on retention, expansion, and advocacy objectives. Align onboarding and education programs to drive adoption. Set criteria for identifying upsell opportunities.

Product – Map objectives to the product roadmap and launches. Agree on positioning and benefits messaging. Collect input on key features and integrations to highlight.

Finance – Review objectives and plan to get budget approval. Report on ROI and efficiency metrics. Set clear rules for attributing pipeline and revenue.

Executives – Share objectives early and often to get buy-in. Tie objectives directly to company goals and board priorities. Report results alongside other departments in company meetings.

"Building deep cross-functional partnerships has been key to hitting our aggressive pipeline and revenue goals. Marketing, sales, and customer success are fully in lockstep." – Mary O‘Brien, CMO at Glint

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2024 is shaping up to be another year of economic volatility, rapidly shifting customer needs, and pressure to do more with less. Setting clear, achievable marketing objectives anchored to business priorities is critical for thriving in this environment. By following this proven process and focusing relentlessly on what moves the needle, you can drive efficient growth and measurable impact.

Remember, objectives are just the start. Achieving them requires agility, crisp execution, and constant iteration based on data and results. Stay close to the customer, lean into your strengths, and be willing to adapt on the fly. With the right objectives as your north star, you can lead your organization to new heights in 2024 and beyond.

IT Services

How to build a scalable IT budget

How much business could your business do without IT?

These days, “none” is far and away the most common answer.

Yet many organizations struggle with how to approach spending and budgeting related to IT. Information technology may be the backbone of a business, but it usually isn’t front and center in strategic discussions and high-level decision-making. And whatever spending is happening, the budgeting process underneath it often doesn’t scale well.

We know that IT budgets are growing: 57% of CIOs expected their IT budgets to increase last year. An effective IT budget is about more than just spending more money. It’s about spending that money wisely — and determining how much money should be spent on IT in the first place.

How often should an IT budget be evaluated?  

Many organizations with established IT budgeting procedures evaluate that budget yearly. 

Why yearly? Because the process can be lengthy, involving numerous stakeholders and significant amounts of documentation. And the larger your organization, the more complex this business process gets. It’s not uncommon for the evaluation process to take months, so it’s impractical to shorten the budget lifecycle.

For IT services firms supporting clients in the IT budget evaluation and creation process, a yearly cycle can prevent overburdening your team and allow you to stagger clients throughout the calendar year.

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Who should be involved in the process?   

Keeping the right stakeholders involved in the IT budgeting process helps ensure that the budget is holistic (covering everything necessary), realistic (within the company’s overall financial means), and well-managed (administered and allocated responsibly).

The personnel involved should include any of the following, where they exist:

Chief information officer (CIO)

Chief financial officer (CFO)

IT managers, IT directors, IT department heads

IT project managers and project leads

Representatives from major divisions/departments

If the organization has a project management office (PMO), that group should also play a role.

It’s worth noting that entities outside the CIO and IT domains play an increasing role in IT budgeting as the process gets democratized across lines of business. Teodora Siman, an IDC research manager , elaborates:

“We’re seeing more influence come from outside of IT, where the CIO orchestrates technology across the business, and [technology decisions] are a collaborative conversation with business leaders who are focused on outcomes and customer-centricity.”

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• Key items to include in an IT budget

Organizations differ in where certain expenses fall in the budget, but most IT budgets should include at least these five areas:

Physical employee equipment: IT money is used to purchase laptops, desktops, printers, phones, networking equipment, servers, and other hardware.

Staff salaries: Employees within the IT department or division are typically paid out of the IT budget

Cybersecurity, backup, and disaster recovery (DR): Preventive expenditures here help to hedge against disasters, natural or otherwise.

Infrastructure and maintenance: Money is allocated to repair and upgrade devices and infrastructure and to pay for ongoing IT infrastructure operational costs (internet access, cloud services, software licenses, etc.).

IT project management: IT project management costs that are not accounted for in your overall project management budget should appear here.

How to plan a budget that serves the future of the organization  

Planning an IT budget can be relatively simple for a startup or small professional services firm, a massive months-long process at an enterprise level, or anywhere in between.

Whatever the size and scope of your IT budget planning, we’ve boiled the process down to six key elements. Below, we’ll provide clear, concise planning tips to help you create an IT budget to propel your organization forward.

Assess the current landscape (internal and external)

One key strategy for planning is considering the context around your IT budget. Is business booming? Is your industry more broadly in flux? Are you growing (and if so, how quickly)? Or is this a year where it’s clear the purse strings need to tighten?

And what about the technology landscape? We aren’t necessarily seeing quantum leaps in computing power at the individual user or device level. But consider the capabilities of AI and machine learning to churn through data or for generative AI to enhance workflows and extend human capacity.

Any successful IT budget needs to be grounded in these realities. They inform how much is likely to be available and what sorts of changes that budget needs to accommodate.

Integrate business objectives and cross-department goals

Next, remember that your IT budget isn’t an island or a destination. It’s a way to achieve goals and objectives. So make sure your budget doesn’t live in a silo. Instead, it should be built atop existing business objectives and priorities. 

Including business objectives and cross-departmental goals in budget planning ensures that your IT division is growing with, not against, the broader organization. By building your IT budget around the business’s core objectives, you can avoid unnecessary spending on IT projects that don’t further the mission.

This improves the organization’s financial health, affects employee morale and effectiveness, and can even advance market competitiveness. 

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Set clear guidelines for expense categories

One principle is consistent for any kind of budgeting: the more clarity, the better.

It’d be preposterous to lump your entire IT budget into a single line item: you need to know where the money’s going more specifically than that. But true clarity requires more than a few vague expense categories. You’ll need to get as specific as possible and set clear guidelines with team members on what expenses go where.

With clearer and more numerous expense categories, it will be easier to understand IT spend after the fact, helping you create progressively more accurate IT budgets year after year.

Consider flexible purchase options

IT costs can be inconsistent and spiky: it’s easy enough to plan for an upgrade cycle on PCs for your workforce, but the cost of replacing a server is a different beast. Big technology investments are sometimes needed, and the larger your organization scales, the more unwieldy these IT expenditures can become.

So, as you plan your IT budget, consider flexible purchasing options for your IT investments, including fair market value leases, consumption-based billing, and installment payment agreements.

This is one reason so many organizations are turning to the cloud: procuring your computing and software needs from a cloud provider tends to flatten out these spikes. Managed IT service providers can provide a similar cost-leveling function, and in the right situations, this business model can deliver notable cost savings alongside better IT support and the broad expertise needed to meet diverse IT needs.

Use KPIs to monitor effectiveness

Next, make sure to track the effectiveness of your IT budget processes by tracking the right metrics. Key performance indicators (KPIs) can help here, but the trick is finding the KPIs that deliver the right information in the right way.

For example, IT project team efficiency , on-time project completion percentage, average hardware age, software utilization rate, and a few dozen other measures could all be helpful — but not all are helpful all the time. 

Which KPIs are right for monitoring budget effectiveness depends on what your business is trying to achieve. Cost savings, increased efficiency, greater accuracy, and better customer responsiveness are all fantastic priorities, but they may compete against one another in some ways. 

So first, you must establish which priorities take precedence. Only then can you select the KPIs to help you measure progress on those priorities. 

Educate stakeholders about IT spending

Last, make sure you continually educate stakeholders in the IT budget about how spending works in IT. You’ll be working with people across a spectrum of specialties and skill sets, and not everyone will be a financial or IT expert. 

It’s up to you to invest in these stakeholders. By teaching them about the mechanisms for IT spending (such as those flexible purchase options), your budgetary goals, and the tools you’ll use to measure success, you’ll garner better support and get more useful feedback.

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For a successful overall IT strategy, businesses and IT leaders must prioritize the IT initiatives that best fit a company’s business goals and strategic needs — while staying within appropriate levels of IT spending.

Because while digital transformation is key to continued growth, it’s neither easy nor inexpensive.

For most professional services firms, managing IT projects and budgets well requires understanding and adhering to the business’s strategic plan and creating a technology roadmap that supports the overall business strategy. It also demands the ability to plan, visualize, strategize, organize, and ultimately execute projects well.

Teamwork.com is project management software that’s perfect for IT project management — including IT budgeting projects.

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TABLE OF CONTENTS

• How often should an IT budget be evaluated?
• Who should be involved in the process?
• How to plan a budget that serves the future of the organization

Ben is a Senior Content Marketing Specialist at Teamwork.com. Having held content roles at agencies and SaaS companies for the past 8 years, Ben loves writing about the latest tech trends and work hacks in the agency space.

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How to Develop an Inclusion, Equity and Diversity Initiative

Employers use inclusion, equity and diversity (IE&D) initiatives for both compliance obligations and to increase the overall bottom line with a more diverse, equitable and inclusive workforce. Developing an IE&D initiative involves four main phases:

• Data collection and analysis to determine the need for change.
• Strategy design to match business objectives.
• Implementation of the initiative.
• Evaluation and continuing audit of the plan.

The following nine steps break down these main phases into action steps employers can take to develop an IE&D initiative.

Step 1: Compile Data

Employers must first know what their workforce looks like compared with the labor market, and if there are inequities based on demographics. By capturing data on employee demographics, an employer is better able to understand the diversity of its employees and equity of its internal practices and identify any areas of concern or trends. Historically, these data have included federal and state protected categories; however, recent trends indicate that other factors, such as personality type and thinking/learning style, may also be of value, though perhaps harder to find national comparative data for. If so, an employer may have to track its own data on these categories over time and determine what need for change may exist. Demographic data may include the following:

• Disability.
• Ethnicity/national origin. 
• Family status.
• Gender identity or expression.
• Generation.
• Life experiences.
• Organization function and level.
• Personality type.
• Physical characteristics.
• Religion, belief and spirituality.
• Sexual orientation.
• Thinking/learning styles.
• Veteran status.

Multiple resources are available to capture these data. Some employers may already have much of this information available in their HRIS system from affirmative action plans and EEO reporting obligations. However, most employers will need to survey their workforce through voluntary self-identification to obtain additional data such as religion and sexual orientation. It may be challenging to gather diversity data from employees initially, especially when employees are unsure of how the data will be used or if there is general distrust of leadership in an organization. If this is the case, an employer may want to use a third party or survey technology to capture information that will be reported in aggregate without identifying information.

In addition, it would be useful to gather information about the current company culture regarding IE&D. Again, surveying employees can help shed light on their perception of the company in relation to encouraging and appreciating IE&D in the workplace. See Employee Survey: Inclusion, Equity and Diversity .  

Nontraditional differences such as personality traits or life experiences can also be measured. Employers can conduct personality testing of the workforce or include open-ended questions on employee surveys to collect information regarding life experiences or other information employees may want to share about themselves.

Step 2: Identify Needs and/or Areas of Concern

Once data are collected, underrepresented or problematic areas can be identified. To do so, employers should begin with a high-level review of demographics such as age, sex and race representation and equity, and then continue to drill down by location, department, position, etc. Identification of problem areas can include questions such as:

• Is management full of older white males?
• Do black females make less than their white counterparts?
• Does the accounting department tend to hire only females?
• Have promotions been limited for those with English as their second language?
• Are employees at the West Coast branch more ethnically diverse than their East Coast counterparts?

Additional information gained from employee surveys can help identify other areas of concern. Employee attitudes on culture may or may not match the survey results. If they do match, then the employer has a clearer path to what change is needed; if not, the organization may wish to conduct employee focus groups to better understand the disconnect. In addition, if results indicate little to no diversity in sexual orientation or religion, for example, it is possible that individuals don't have trust in the organization to divulge such personal information. As suggested in the previous step, employers may need to outsource the data collection or use other means to collect data anonymously.

Step 3: Address Policies or Practices Affecting IE&D

Employers must determine if there are barriers impeding the employment, opportunity or inclusion of individuals from different demographic groups. Organizations should consider if any policies or practices need to be eliminated or adjusted. Some examples to start with include:

• Employee referral programs: Studies show that although employee referral programs can be an excellent sourcing solution, they often result in "like me" referrals, where employees refer candidates of the same race, religion, national origin or other class. This can lead to adverse impact and claims of illegal discrimination; it can also thwart IE&D initiatives . Employers may need to limit the use of employee referrals or consider other sourcing options to supplement the referral program.
• Unconscious biases : Are there certain departments that are underrepresented in relation to the labor market? Is it possible that the hiring manager is selecting individuals based on biases against certain groups? If a particular manager's department is significantly less diverse, equitable or inclusive than other departments, a review of the practices of that particular manager may be warranted.
• Company culture: Apparent preferences toward pro-life, traditional marriage and other aspects often associated with religious beliefs can repel candidates of differing beliefs or lifestyles. An annual Christmas party and recognizing only Christian holidays in a workplace can unintentionally send a message that only Christian employees are welcome. Employers must consider holding a holiday party instead and provide floating holidays that employees may use for the multitude of religious observances.
• Political preferences: An employer with political signs and/or messages on its property may discourage individuals with different viewpoints from applying. A bumper sticker on an employee's car supporting a candidate who differs from a manager's choice can affect the manager's perception of the employee, as well as the manager's decisions regarding pay, performance and promotion. An employer must consider how political preferences may be creating a disadvantage for applicants as well as current employees and remove those barriers by physically removing political messages in the workplace and/or training the workforce about respecting differing opinions. The organization must take appropriate disciplinary action when employees, including supervisors or managers, are intolerant of differences.

Step 4: Identify Business Objectives

Identifying how a diverse, equitable and inclusive workforce can aid in achieving business objectives aligned with the company's strategy is the next step in the process. The organization must set specific goals related to IE&D based on the company's strategic objectives. For example, the U.S. Department of Veterans Affairs (VA) has an objective as part of their 2022-2028 overall strategic plan to "transform its human capital management capabilities to empower a collaborative culture that promotes information sharing, diversity, equity and inclusion and a competent, high-performing workforce to best serve Veterans and their families." 1 Because its clients are becoming more diverse, the agency is responding by embracing a more diverse and inclusive workforce to better serve the population.

Another example might be around a business goal to create more innovative products an employer can introduce quickly to surpass the competition. To do so, the employer wishes to increase innovation in the research and development (R&D) teams. One way to accomplish this goal could be to build cultural competence and inclusive decision-making within the team through training, which could more effectively harness existing team diversity and capitalize on diverse ideas.  

Step 5: Procure Buy-in and Support

For the IE&D initiative to succeed, senior level buy-in and support are vital. Senior management must understand the business case for IE&D initiatives, with direct links to the company's strategic goals. It is helpful to identify a senior-level champion who can be tasked with visible support of the initiative and ultimately responsible for keeping the program "alive."

Another task is to identify how management will be held accountable for supporting and engaging in the IE&D initiatives. Examples of manager expectations include ongoing dialogue with staff regarding IE&D, training for team members, and holding direct reports accountable for their individual actions related to fostering a diverse, equitable and inclusive workplace.

An optional but recommended step is to create a diverse committee of employees from all levels with visible leadership presence and support. The committee is tasked with implementing the goals defined in the previous step and promoting IE&D in the workplace. The employer should provide the committee with a clear mission, defined budget and expectations/performance indicators. Diversity committees meet regularly and are typically tasked with the following:

• Promoting training and events to bring awareness to IE&D in the workplace.
• Engaging co-workers in IE&D conversation and training.
• Reviewing and developing policies and procedures that will promote workplace IE&D.

In the absence of a IE&D committee, an employer can designate responsibility for the above tasks to management or consider hiring a IE&D specialist to run the program.

Step 6: Implement Initiatives

Examples of IE&D initiatives are changes in policies and practices, staff training, targeted recruiting, and employer-sponsored IE&D awareness events for employees. The employer must develop an action plan to implement these initiatives by setting realistic goals and starting with the elements that have the greatest business value or that are readily achievable to build momentum for the initiative.

Below is an example of an action plan:

Initiative : Build R&D team cultural competence and inclusive decision-making to ensure the team can more effectively harness existing team diversity and capitalize on diverse ideas.

Responsibly : SVP R&D, Director R&D

Action items : Cultural awareness and competency training, team-building exercises, ongoing dialogue regarding diversity and inclusion with R&D team one on one as well as during team meetings.

Timeframes : Culture awareness and competency training: within 6 months; team-building exercises: annual staff retreat and monthly meetings; ongoing dialogue: as needed and ongoing during staff interactions and meetings.

Step 7: Communicate the Initiatives

Employers must identify different stakeholders and design messages for each stakeholder to inform, educate, engage or empower as appropriate. People vary in how they understand messages, and it is important for each person to receive an ongoing stream of communications about the initiatives. The communication plan should incorporate executive presentations and all available media, including social media. Newsletters, intranet and e-mail can also be successful communication tools. The organization should use metrics and success stories to connect the IE&D efforts to its own goals and strategic plan.

Step 8: Measure and Disseminate Outcomes

It is imperative to measure the results of the IE&D initiatives that have been implemented. Outcomes such as increased representation of identified groups and improved employee survey scores should be captured. Other measurements, such as improved employee retention, and public recognition, such as employer awards or social media accolades, can also indicate how an employer is performing in its IE&D initiatives. Although some efforts may seem intangible, there are measures that can indicate the success levels of such action items. If IE&D training is implemented to increase retention, participant retention can be tracked over time, and participants can be surveyed to determine if training was a factor, and how much so, in their continued employment.

The results of the initiatives should be communicated at all levels to demonstrate the return on investment and value-add to the organization. Communication tools can include infographics for senior leadership meetings and public affairs, memos to staff, and company website videos for potential candidates.

Step 9: Review and Adjust

IE&D initiatives are not static, and an ongoing review of the workforce and a response to changing needs are necessary. The employer must establish procedures for periodic review of IE&D initiatives and goals. After a IE&D initiative has been implemented for a period of time, the employer should resurvey employees regarding their perceptions of the company's efforts. Periodically, an organization may need to start at Step 1 again and collect data to refocus its IE&D program.

1 Department of Veterans Affairs. (n.d.). Fiscal Years 2022 - 2028 Strategic Plan. Retrieved from https://www.va.gov/oei/docs/va-strategic-plan-2022-2028.pdf

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Farm Management

Division of Extension

Developing a Grain Marketing Plan

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There are four major steps in developing your grain marketing plan.

Step 1: Determine expected crop production and cost of production

As the first step in developing your marketing plan, you should detail the basic information about the crop to be marketed, including the expected crop production. The proportion of expected production or expected crop revenue that is protected by crop insurance may be used as a guide to determine how much production can be priced during the pre-harvest period. 

 You can purchase crop insurance policies that will cover production losses, also known as yield protection (YP), or production and revenue losses, also known as revenue protection (RP). Paul Mitchell, Professor of Agricultural Economics and Extension State Specialist at UW-Madison, recommends that farmers who are marketing grain should not use YP policies for crop insurance. “The coverage is not sufficient or robust enough to protect you from multiple scenarios that could affect your farm. RP insurance fits a crop marketing plan the best. Most farmers carry 75%-80% coverage on revenue insurance.”  

Step 2: Set marketing horizon

In the second step of developing your marketing plan, you should consider when you want to market your commodity or the marketing horizon that your plan will cover. You should also identify the start date of your plan and the dates or time period that you plan to review and update your plan. 

Are you planning to market the crop pre-harvest, at harvest or post-harvest? 

Depending upon the marketing horizon that you choose, the marketing plan and pricing strategies will differ.

For example, It is not recommended to price 100 percent of your expected production pre-harvest. Instead, it is advantageous to consider various pricing strategies that can be used for a portion of the crop before and after harvest.  

Step 3: Determine pricing objectives

In the third step of developing your marketing plan, you should review your pricing objectives and determine target market prices to meet your farm business needs. Knowing your cost of production from step one is useful for setting target pricing objectives for your marketing plan and is essential for making sound marketing and pricing decisions. 

Step 4: Set goals and objectives

In the fourth step of developing your marketing plan, you should detail specific goals and objectives that you want to achieve and specific actions or strategies that you plan to follow. A plan of action will prove to be more beneficial than action without a plan. 

The most common goal that farmers have in developing a marketing plan is to improve their profits when selling grain. You may have a goal to:

• Sell your crop for more than the highest available price during the marketing horizon, 
• Sell your crop for better than the average price available, 
• Sell your crop at the middle price, or
• Sell your crop at harvest.  

Reducing price risk by protecting against harmful price moves is another common marketing goal. 

Define Market Strategies

As you finalize your market plan, you need to have a thorough understanding of the potential strategies or alternatives available to market your grain. You may find some strategies more useful than other strategies depending upon your goals and objectives.

There are various grain marketing tools that are available.

Let’s review a partial listing of popular strategies that you may use at various times to market your grain.

The key point in determining your marketing strategy is understanding that there are multiple tools and strategies  that can be used to market your grain during your marketing horizon.

A marketing plan is a road map that lays out the specific goals and objectives you have developed. There are factors that may influence your marketing plan.

Your plan must be flexible and able to be adapted when market conditions change and price objectives are not met. If a goal or objective is satisfied, you made an excellent marketing decision REGARDLESS of what happens to crop prices later.

Your marketing plan should identify exactly how much speculation (risk) you are willing to tolerate to achieve your goals and objectives. 

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