Skip main navigation

Goals, Objectives and KPI’s

Entrepreneurs discuss goals, objectives and KPIs and how they use them.
So I think my goal was to have something for myself. That is flexible, but it’s also providing an income. Our ultimate goal would be to have a successful brand that provides me with a nice income. Where I can sell and contribute to the family finances. The main goal was to set up Kitsch Please as the go to destination for buying and selling vintage furniture online. We now have people subscribing or signing up to the website. What we’re looking for now is continuing engagement from them. So keeping them actively engaged with the brand. Keep coming back, keep buying, keep selling. I think that’s an extension of our original goal.
I decided to get a business coach, and it was invaluable. What they actually did for me– and it’s interesting you were mentioning KPI’s– is a more structured KPI’s for me. So it was like all the puzzles were everywhere, everything was up in the air. And all of a sudden we planted some of them and I had purpose. The way that we measure our success is in subscription rates, or sign up rates. So I’m still working on expanding the reach of the brand in the business. I think we’re still on the way to achieving our initial goals, in the sense that we’ve got a message to spread. And we started, and people are responding well to that to it, so far.
But there’s still a way to go yet. It was interesting that we ended up developing something called fighting fund. Because we knew that eventually my capital was going to run out. And that if I didn’t start putting money back in– and it’s lovely to have a business and have all these things going on– if I didn’t put money in, I’d run out. So he started to make me focus on sales. And I have been enjoying this business to a certain degree as a hobby, and not focusing on money coming in as much. So the business coach did exactly what I needed him to do, and that was tighten up the way I operated. Make me start working towards goals.
And it was invaluable.
So you’ve read and heard a lot about goals, objectives and KPIs. But what are they? Why are they so important? And how do they differ?
When you first think about starting an online business, it is good to think carefully about how you see your business being different to those that you will compete with. This means you need to consider who you will target, what you will offer to your target market.
What is a business goal?
A business goal is simply a broad statement of what you want your business to achieve. Goals should fit with your business’s vision and mission, and integrate with the values of your business. Business goals should be stated in simple terms, be easy to read and understand, and be flexible enough to evolve as the business evolves.
What are objectives?
Objectives are much narrower than goals, they define the strategies and implementation steps that you will use to achieve your business goals.
Unlike goals, objectives are precise. Often the acronym applied to objectives are SMART. Meaning, they need to be specific enough to understand what they are focused on, and must be measurable. They must also be achievable – meaning, you need be able to achieve them with the resources you have, and they must be realistic. Asking a business to grow from zero to five million dollars in the first year may not be realistic. And finally, they must be time oriented – having a timeframe assigned as to when the objective should be achieved.
At its most fundamental level, objectives outline the who, what, when, where, and why of achieving your general business goals.
Objectives are important and should:
  • be short sharp statements of what is going to be achieved, by when and how
  • provide the exact steps that your business will take to reach its goals
  • include milestones to track your progress.
Objectives not only help you measure your success and progress toward your goals, they provide motivation and a sense of accomplishment to you (the business owner) and your employees.
What are Key Performance Indicators (KPIs)?
A key performance indicator is a specific performance measure that will indicate your progress towards and achievement of a particular goal or objective. For example, a KPI might be to sell $5,000 of Product X in the next quarter. You can track your progress each month to see how much of Product X has been sold in that month. A KPI provides a good quantitative measure against which you can monitor achievement of your goals and objectives.
As a result of these considerations, you can then start to formulate your business goals, objectives and key performance indicators.
This article is from the free online

Online Business: Planning for Success

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education