Vasco Eiriz

Pequenos negócios 50
DEFINIR OBJECTIVOS

Your mission statement sets the broadest direction for your business. SWOT and competitive analyses help you refine or change that direction. The goals that you set must stem from your mission statement. Goals are needed before you can build a set of strategies. As the cliché goes, "If you don't put up a target, you won't hit anything." Goals need to be:
Written in terms of outcomes rather than actions. A good goal states where you want to be, not how you want to get there. For example, a goal should focus on increasing sales rather than on your intention to send one of your brochures to every address in town.
Measurable. You must be able to tell whether you have accomplished a goal. To do so, you must be able to measure the outcome you want to accomplish.
Challenging yet attainable. Goals that are too easy to accomplish are not motivating. Goals that are not likely to be accomplished are self-defeating and decrease motivation.
Communicated to everyone in the company. A team effort is difficult to produce if some of your players don't know the goals.
Written with a time frame for achievements. Performance and motivation increase when people have goals accompanied by a time frame as compared with open-ended goals.

Fonte: Timothy, Hatten S. (2006). "Small Business Management: Entrepreneurship and Beyond", 3rd ed. Boston: Houghton Mifflin, p. 89.