The San Diego State University College of Education website provides enlightenment on the relationship between goals and objectives. Goals are broad; objectives are narrow. Goals are general intentions; objectives are precise. For example, your goal may be to fight obesity in America, but the objective is the specific way your gym plans to do so. This month, make time to revisit your original company vision to assure that you are still on the right track to your goals. Regain focus by answering a few important questions, such as these:
How are you doing?
Get everyone together to ensure that the entire staff is clear on the company’s mission and objectives. Discuss ideas and needed strategy adjustments with the core team. Plans evolve. Evaluate if certain developmental deviations were the right choice. Create a roadmap for a strategic plan that includes evaluation, purpose, vision, analysis, products, services, customers, goals, implementation and re-evaluation.
Change is inevitable. Having someone to manage the change is beneficial. When problems occur or innovation is applied, a change agent must be employed. In some cases, you may need to outsource a consultant or solicit advice from stakeholders or preferred customers. Nonetheless, it is best to manage change internally if possible.
What business are you in?
One of the key elements of supply and demand is the supplier’s knowledge of what he has to offer. The moment a potential client comes to your facility, they should clearly know what type of business you are in, and how the business caters to their needs. Post your mission statement in visible locations as an effective way of expressing dedication to your customers. Doing so can also serve as a tool of accountability and assure your atmosphere continues to match the mission.
Who do you serve?
Another element in the simple strategic planning equation is customer identification. Are you reaching your target market? Did you originally want to serve young adults or were you aiming to meet the needs of your local elderly community? The customer base you sought to serve should represent the majority of your membership. If this is not the case, revamp your marketing strategy so that you clearly communicate your company’s purpose and passions to the public.
Who is responsible?
Ultimately, there are several change agents that affect the evolution of a business. Whereas the owners or original visionary may be the precursor for positive momentum, the whole team is required to efficiently move forward. During evaluation, employees can identify areas that may need modification. A SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) is often used in the development of the strategic plan. Perform this examination with your crew to enhance the strengths, fix the weaknesses, integrate opportunities and trends, and use the threats as a chance to meet challenges head on with awareness. Afterwards, brainstorm ideas for new products and services, facility changes, or marketing innovations.
How do I stay on target?
It is necessary to monitor and control strategic plans. Business guru J. R. D. Tata once said, “Productivity and efficiency can be achieved only step by step with sustained hard work, relentless attention to details and insistence on the highest standards of quality and performance.” It is easy to get going down the wrong path, but employing control methods can prevent that. When you look back at the mission and vision, monitoring and controlling will ensure there is a match. The plan has intent. Monitor it to meet that specific intent. While working the plan, this stage may expose areas that need tweaking.
The steps toward regaining your focus are not easy but are necessary. Businesses can find success through strategic planning. They must concentrate on the needs of their customers and allow innovation to propel them above the competition. The goals and mission statement for the organization are vital for operational success and longevity. Identifying issues can help prevent problems down the line. Strategic objectives can be developed, monitored and met by weighing them against the vision, mission and values of the company. Questions help address and solve potential issues.
Terrell McTyer is the Marketing Monster of Affiliated Acceptance Corporation. He can be contacted at 573-374-9970, or by e-mail at Terrell.McTyer@Affiliated.org.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
