This section presents the objectives for your business. While the Executive Summary section is typically written after the rest of the business plan is created, you may find it helpful to make a first pass at this section as it will help you to get your thoughts together and form a basis for developing the rest of your business plan. You can then come back to this section when the rest of the plan is complete and update your business objectives.

Your business objectives should be related to the market, gross margins, revenue and expansion. They also must be specific and measurable, otherwise you won't know how to reach your objectives or know if/when you've met your objectives.

• Specific - should be specific enough that you know clearly what the objective is.
• Measurable - put a number to it so you will know when you've achieved it.
• Time Specific - put a time limit to the objectives, typically a year is a good goal.
• Realistic - the objectives must be achievable with the resources and time you have.

Write the objectives in the format of 'objective', 'measurement' and 'time'. For example for the objective of increasing sales by 30 % should be written as: