Template:BPB3

                               Objectives

    [] Where you want to go. What you want to be.

    [] What do you want for yourselves (personally and financially) 5 years
    from now?

The primary objectives of our organization are to:

    A
    B
    C

    [] What you will develop. What you will achieve.

    [] One dominant driving force:
       Product/service offered
       Satisfying a market need
       Manufacturing
       Profit & income
       Technology
       Client/customer base

    [] Illustrate that you have planned for investors to receive their
    return on investment - go public in 5 years, be acquired in 4 years,
    etc.

Business Goals

                       Profits
    Products                         Customers
    Quality                          People
    Growth                           Management
    Fields of Interest               Community

    [] This is an example of a list of business priorities.

Compared to past performance of XXX (product/service name, type) in the XXX industry we intend to.

    [] Match your performance expectations to industry realities and/or
    explain how and why your operation will be different.

Rationale

Based on our experience with XXX, we feel that.

    [] Show how your company will fit you and your industry.

    [] Discuss objectives relative to common practices and procedures in
    your industry.

XXX of our managers come from environments where they experienced XXX (managing a large organization, a rapid growth high-tech development team) and XXX.

    [] Relate previous track record of managers to demonstrate feasibility
    of actually achieving your objectives given the experience of the
    people involved.

Return on Investment

Based on a XXX% market share for our XXX product/service by 19XX, we estimate our return on investment to be XXX%.

    [] How much and by when!

    [] Investors (and you too) want to know how they will generate a return
    of 35-60+%, and how much the company will be worth in XXX years.

    [] Use the following chart to summarize the basic dollar objectives.

Financial Objectives

Item Last Year This Year Next Year

                           $000 % Sales    $000 % Sales  $000 % Sales

Total Category Sales Sales

    $ Volume
    Unit Volume
    % Increase/Decrease
 Share of Market
 Gross Profit
    Manufacturing
    Fully Burdened
 Marketing Expenses
    Advertising
    Sales Promotion
    Trade Allowances
    Other

Position for Growth

    1. Understand customers, competition and industry.
    2. Product/service/channel/customer congruency.
    3. Product/service life cycles.
    4. Growth by fields of interest.
    5. Balance people/management/business goals.
    6. Transition from single-point to distributed management.
    7. Operate at 50 vs. 15 employees.
    8. Develop values and culture.
    9. Hire the best people.

    [] This is a list of activities/priorities to consider for planning
    future growth.

Other objectives we have set for ourselves include XXX.

We expect to replace (competitive/existing products or services) by XXX% by 19XX.

We plan to add XXX (retailers, distributors, service centers) per month/year and we will have a total of XXX (retailers, distributors) by 19XX.

    [] Make sure they fit the criteria set previously.

    Note:  Objectives should be:

    Appropriate... They "ring true" for what you expect to be doing.

    Acceptable... Within industry and political environments.

    Feasible... Achievable given your resources.

    Flexible... Permit appropriate responses to contingencies.

    Measurable over time... Number of years.

    Motivating... Aggressive, yet achievable.

    Understandable... Makes sense to others not completely familiar with
    your concept.

    [] Now list the other objectives.  (e.g., awareness, distribution,
    competitive preemption, etc.)  Make sure they fit the criteria set
    previously.

    [] Test your methodology in setting objectives. Make sure they are...
       Zero-based, not extrapolated from past trends or current budgets.
       Achievable given your resources.
       Consistent with the data in the strategic planning document.

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