Your business needs direction and you must choose that direction by setting goals. Some of these goals involve far-off visions, probably the ones that inspired you to start the business in the first place. Other goals refer to much shorter time frames and spell out the milestones you need to reach on the way to your larger vision. Making sure short-term goals serve long-term goals can mean success for your business.
Any company has to balance short-term small business goals using a long-term vision for the business when creating a strategic plan. Even though it can be tempting to concentrate on hitting revenue targets for the upcoming quarter, highlighting that too intensely may have far-reaching long-term consequences. A small-business owner has to make a culture in which the emphasis on instant targets doesn’t negatively impact the business.
Short-term measures are effective at getting employees focused on specific targets. By way of example, if you’re seeking to push a new project line, setting a revenue target influences your employees to stress its characteristics to customers. This may be achieved by setting commission-based compensation coverages or offering bonuses to top performers. Short-term effects also are paramount when they are crucial to business requirements. A fighting new company that must achieve its revenue goal to repay stakeholders may push heavily for current period sales, irrespective of discounts required to affect them.
Long-term goals incorporated into the planning and policy-making process may concentrate on installing the desired business culture or protecting the name, so how choices affect those aspects of your business must be considered. You probably have a vision for what you would like your company to look like in five years, 10 decades or further in the future — not only concerning growth but perhaps also goals related to customer support or your position in the community. Every choice you make must think about its long term effects on attaining those goals.
Short- and – long-term consequences coexist in many ways. By way of instance, a short-term marketing program may push an approaching holiday sale and the reductions available to shoppers, while a long-term plan will be more focused on getting the client to perceive the brand as dependable and reasonably priced. Both theories may be contained in one campaign if the sales flier also touts the product virtues — that the sale may raise revenues today and enhance the brand name going forward. However, a company takes on a risk if the short-term earnings needs always hold influence — for example, if you are always running sales for shoppers to buy. That can cause them to realize your product as overpriced and unworthy of investment.
Ideally, short-term aims coincide with long-term aims, moving your company down the road to its own objectives. Focusing on that can help prevent installing policies with short-term effects that detract from long-term goals. By way of instance, if you own a retail store that sells luxury watches and would like to increase sales, bringing in a line of cheaper knockoffs might possess that short-term effect. As a small-business owner, you need to keep your eye on the long term when seeing short-term effects of a particular choice. In this case, it may be better to emphasize instead a different brand of luxury accessories or watch that might appeal to a larger section of the marketplace.