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Goals and Objectives for Business Plan with Examples
Published Nov.05, 2023
Updated Sep.14, 2024
By: Jakub Babkins
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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!
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