We all know that nothing runs without a plan, and a plan cannot run without having its objectives set.

That applies to any kind of plan, whether we’re talking business or personal finances, university degrees or NGO programs, website promotion or weight loss.

Setting objectives and milestones is of crucial importance for any planning activity and is the core of its success, or failure.
Knowing how to set objectives is not exactly rocket science in terms of complexity, but any strategist should know the basic rules of how to formulate and propose objectives. We will see in this article why objectives play such a major role within a company’s planning and strategic activities, how they influence all business processes, and we will review some guidelines of setting objectives.

The Importance of Setting Objectives

One might wonder why we need to establish objectives in the first place, why not let the company or a specific activity just run smoothly into the future and see where it gets. That would be the case only if we really do not care whether the activity in discussion will be successful or not: but then, to use a popular saying, “if something deserves to be performed, then it deserves to be performed well”. In other words, if we don’t care for the results, we should not proceed with the action at all.

Setting objectives before taking any action is the only right thing to do, for several reasons:

- it gives a target to aim to, therefore all actions and efforts will be focused on attaining the objective instead of being inefficiently used;

- gives participants a sense of direction, a glimpse of where they’re going to;

- motivates the leaders and their teams, since it is quite the custom of establishing some sort of reward once the team successfully completed a project;

- offers the support in evaluating the success of an action or project.

The 5 Rules of Setting Objectives: Be SMART!

I am sure most managers and leaders know what SMART stands for, well, at least when it comes of establishing objectives. However, I have seen some of them who cannot fully explain the five characteristics of a good-established objective – things are somehow blurry and confused in their minds. Since they can’t explain in details what SMART objectives really are, it is highly doubtful that they will always be able to formulate such objectives.

It is still unclear from where the confusion comes: perhaps there are too many sources of information, each of them with a slightly different approach upon what a SMART objective really is; or perhaps most people only briefly “heard” about it and they never get to reach the substance behind the packaging.

Either way, let us try to uncover the meaning of the SMART acronym and see how we can formulate efficient objectives.
SMART illustrates the 5 characteristics of an efficient objective; it stands for Specific – Measurable – Attainable – Relevant – Timely.

1. Be SPECIFIC!

When it comes of business planning, “specific” illustrates a situation that is easily identified and understood. It is usually linked to some mathematical determinant that imprints a specific character to a given action: most common determinants are numbers, ratios and fractions, percentages, frequencies. In this case, being “specific” means being “precise”.

Example: when you tell your team “I need this report in several copies”, you did not provide the team with a specific instruction. It is unclear what the determinant “several” means: for some it can be three, for some can be a hundred. A much better instruction would sound like “I need this report in 5 copies” – your team will know exactly what you expect and will have less chances to fail in delivering the desired result.

2. Be MEASURABLE!

When we say that an objective, a goal, must be measurable, we mean there is a stringent need to have the possibility to measure, to track the action(s) associated with the given objective.

We must set up a distinct system or establish clear procedures of how the actions will be monitored, measured and recorded. If an objective and the actions pertaining to it cannot be quantified, it is most likely that the objective is wrongly formulated and we should reconsider it.

Example: “our business must grow” is an obscure, non-measurable objective. What exactly should we measure in order to find out if the objective was met? But if we change it to “our business must grow in sales volume with 20%”, we’ve got one measurable objective: the measure being the percentage sales rise from present moment to the given moment in the future. We can calculate this very easy, based on the recorded sales figures.

3. Be ATTAINABLE!

Some use the term “achievable” instead of “attainable”, which you will see it is merely a synonym and we should not get stuck in analyzing which one is correct. Both are.

It is understood that each leader will want his company / unit to give outstanding performances; this is the spirit of competition and such thinking is much needed. However, when setting objectives, one should deeply analyze first the factors determining the success or failure of these objectives. Think of your team, of your capacities, of motivation: are they sufficient in order for the objectives to be met? Do you have the means and capabilities to achieve them?

Think it through and be honest and realistic to yourself: are you really capable of attaining the goals you’ve set or are you most likely headed to disappointment? Always set objectives that have a fair chance to be met: of course, they don’t need to be “easily” attained, you’re entitled to set difficult ones as long as they’re realistic and not futile.

Example: you own a newborn movers company and you set the objective of “becoming no. 1 movers within the state”. The problem is you only have 3 trucks available, while all your competitors have 10 and up. Your goal is not attainable; try instead a more realistic one, such as “reaching the Top 5 fastest growing movers company in the state”.

4. Be RELEVANT!

This notion is a little more difficult to be perceived in its full meaning; therefore we will start explaining it by using an example in the first place.

Imagine yourself going to the IT department and telling them they need to increase the profit to revenue ratio by 5%. They will probably look at you in astonishment and mumble something undistinguished about managers and the way they mess up with people’s minds.

Can you tell what is wrong with the objective above? Of course! The IT department has no idea what you were talking about and there’s nothing they can do about it – their job is to develop and maintain your computerized infrastructure, not to understand your economic speech. What you can do it setting an objective that the IT department can have an impact upon, and which will eventually lead to the increase you wanted in the first place. What about asking them to reduce expenditures for hardware and software by 10% monthly and be more cautious with the consumables within their department by not exceeding the allocated budget? They will surely understand what they need to do because the objective is relevant for their group.

Therefore, the quality of an objective to be “relevant” refers to setting appropriate objectives for a given individual or team: you need to think if they can truly do something about it or is it irrelevant for the job they perform.

5. Be TIMELY!

No much to discuss about this aspect, since it is probably the easiest to be understood and applied.

Any usable and performable objective must have a clear timeframe of when it should start and/or when it should end. Without having a timeframe specified, it is practically impossible to say if the objective is met or not.

For example, if you just say “we need to raise profit by 500000 units”, you will never be able to tell if the objective was achieved or not, one can always say “well, we’ll do it next year”. Instead, if you say “we need to raise profit by 500000 units within 6 months from now”, anyone can see in 6 months if the goal was attained or not. Without a clear, distinct timeframe, no objective is any good.

Starting a laser engraving business today is a great storefront or work from home business opportunity. You can start with very little investment. Laser systems or laser machines today are simple to learn and use. It doesn’t take long to learn so you can generally start up your business in no time. You can work full time or part time and still build up a valuable and profitable business.

You can create a wide variety of items including engraving pens, wine bottles, laptops, luggage tags, custom plaques and many other items or merchandise. You can engrave on acrylic, wood, rubber, stone, leather, fabric, glass and many other types of materials. You can create laser engraved trophies, keepsakes, plaques, pens, pencils, desk sets, toys, games, cabinets, keychains and much more. You can specialize in a particular item or engrave a wide variety.

Many people operate their lasers out of their homes with phenomenal success. There is usually very little competition and you can specialize in a particular item or choose a wide variety to engrave.

To start up a small laser engraving business it will cost around $10,000 if you purchase a system or you can lease. You’ll need a laser system, computer and graphic software.

If you buy a laser machine or system it can cost about $10,000 for an 18″ x 12″ work area and uses about 25 watts of laser power. You can also lease or lease to own a system for about $240 a month if you have good credit.

You’ll need a computer using a Windows 2000, XP or Vista operating system. All the versions of 2000 or XP either the home or professional versions, etc., are compatible to use with an Epilog Laser. You probably have this already.

You’ll need graphic software. The Epilog systems are designed to run on most of the Window’s-based graphic software programs including CorelDRAW, AutoCAD and Adobe. The Epilog type of system has a printer driver. This will allow you to print images from any of these programs.

You can start up your business without quitting your current job. You can engrave part-time or on weekends and slowly build up your business. You can eventually build it up into a full-time job. There is so little competition that getting customers should be easy.

Once you decide that you would love to have your own business you’ll either need to lease or purchase the perfect system that will work the best for you. You need to know what the largest size piece or item is that you’ll be working with, what materials you’ll be using, how many items you’ll be doing at a time and what your budget will be.

Get a demonstration of laser engraving and cutting systems so you can decide on the table size and tube wattage that you’ll need to create the projects you think you’ll be working with. This way you’ll be able to find the best engraving and cutting system for you.

Creating an engraving is easy. The laser works like a printer, so a system is very easy to use; you just set the page size to the size of the piece you’re working with, then you import your image and place it on the page where that you want it to engrave. Then you just add the text or any other changes you need to make, and print it to the laser. That’s it.

Getting customers is easy when you concentrate on marketing. You can contact schools, corporations, large and small businesses. You can engrave items for customer giveaways. You may even find a big job that will pay for your laser engraving system.

Property management is a business that is regulated and requires a real estate license in many states. This first step requirement means that the potential buyer of an existing business would need to be qualified to run the business. They would also need to meet the same requirements to start one from the ground up.

One way to get experience in the business is go to work for a large management company and learn the ropes. At the same time you could be completing any educational requirements and prepare for taking the license required to professionally manage properties. Starting a company of your own will take some strong detective work to find a property that is looking for management or looking to replace the current management firm. This will entail a great deal of cold calling and phone work to come up with possible clients.

At the same time you could get a web site built so you will have something to point people to when you are speaking with them on the phone. You would also mention the website in all communications or advertisements. All of this would come after you have decided on a company name and have a phone number and address for your business.

Knowledge and preparation are requirements for success. Whether you buy an existing business or start one up, you will need to gain experience and first hand knowledge of the business from some source. The best way to gain real experience is to work in the business for a year or so for a management company. The requirements in your state should be checked also to see what licenses are needed. There could also be educational requirements that you would have to obtain. A smart person would make sure they have all of these ducks out of the way while working for someone else. The real estate department of your state will be able to give you the information you need to know. There also could be an association of property managers in your area. Both of these sources are a place to start to find the information you need.

Finding property management companies that are for sale The Internet will quickly give you and idea of what is for sale and where they are located. Business brokers are another solid place to find listings of businesses that are currently on the market. You can also get questions answered about the way to buy one of these businesses. One important facet of the businesses for sale is the asking prices. This may be eye opening for you. You might also check out local newspapers and the local real estate association. Lawyers that specialize in real estate transactions may also know of management companies that are looking for a partner or are for sale. Once you have an idea of the capital needed to pursue a purchase you can begin to figure if you can make a deal. If you are going to need help with the money you will have to resolve that common problem also. The business brokers will have a good idea if the listed business is cash only or the current owner would consider terms. This type of information will speed up the process of finding a deal that you may be able to pull off.

Another aspect of property management is the properties handled. Are you going to only deal with large apartment complexes or single-family residences? The type of properties you wish to handle could determine the price of a management company.

Money makes the deal

Money talks when buying a business. The seller is usually anxious to sell and if a real money offer is made, they may bite even if it requires terms to complete. The point here is make an offer and see what the seller responds with. You never know what kind of help you may get from a motivated seller. Other ways to make up a short fall is a loan from the bank, a business lender found on the Internet, a partner and family or friends. Some deals take a great deal of creative financing to pull off. If the existing business has long-term contracts with their clients it may be easier to get a loan from a disinterested third party. The most common way to handle the short fall is to get the seller to take back paper to be paid in full by a set date in the future. Maybe they would remain a silent partner for a short length of time. The answer to this problem is how much you can put down and how long you would need to pay off the balance.

The only way you will ever know if a deal is possible is to make an offer and see what the counter offer looks like. The business broker in a deal can help in the negotiations and in many cases make it happen through their deal making skills.

If you come to a point in any deal that the final terms are too difficult for you to live with, then it is time to take a walk. Knowing when to walk a way in also part of good deal making. The wrong terms could make the deal a failure from the beginning. The last thing any buyer wants is to put a large down payment into a business and then watch it fail. The loss of this money could be the end of any possibility to own your own business. The thought process should go like this, this deal is not possible and there will be another chance down the road. Some times in the heat of negotiation the making the sale happen becomes the end in itself. This should never be the reason to make a bad purchase. This is a serious situation that needs to be well thought out.

Conclusions

Once you have the experience, education and licenses, the ownership of a property management company is possible. You can either start one up or buy an existing firm. The expense of buying one will be much higher than starting one from the ground up. Finding one you can buy will take effort and the willingness to commit a sizeable amount of money. The obvious way to start is through a business broker, as they will have a current list of business for sale. They should have a very good idea of what you will need to pay to buy a property management company Coming up with the money may be a problem for some buyers as the price of an existing successful firm will be higher than a startup. An existing management company’s current customers will be a large asset, as they will supply immediate cash flow to the company. So the higher price is offset by the constant cash flow from contracted customers.

If you start a company from scratch, you will need to plan on a significant amount of cold calling, phoning and face-to-face meetings to find customers that need your help. This is a slow start but can be a reasonable way to get into the business

Bad press and lawsuits are things that every business owner fears. Bad press can ruin your reputation, as well as your business, and lawsuits can bankrupt you. The easiest way to avoid both of these situations is to avoid unethical business practices. There are very easy ways to avoid unethical business practices.

First, adhere to the old standby that honesty is the best policy. Be honest in all of your business dealings, whether it concerns vendors, customers, or employees. This also means that you need to use honesty when reporting earnings and expenses, when paying employees and vendors, and when disclosing information to customers.

When you are faced with a complaint, whether that complaint comes from a customer, a vendor, an employee, or the community, the complaint needs to be dealt with head on. Burying your head in the sand, and hoping that the problem will go away will only serve to make the situation worse, and because you are responsible, this isn’t the ethical way to handle problems. Never try to spin your own version of the truth to make the problem not look as bad as it really is. This will only damage your reputation in the long run.

When many companies are using unethical business practices, instead of trying to correct the problem, they try to cover it up. They will even go as far as paying loads of money on advertising and public relations to try to hide the problems at hand. Again, this is an unethical business practice, and it should be avoided. When mistakes are made, address them clearly, apologize, do better, and move on. The community as a whole will respect you a great deal more for this than they will if you do nothing, or try to hide a problem, only to be found out later.

Ethical business issues often arise that have little to do with the workplace, but a great deal to do with the product that is being sold. It could be that there are dangers with the product that were only recently discovered. If you are practicing ethical business, you will notify the public about these dangers, and depending on the extent of the danger, you may need to recall the product – even if it means losing some money, and losing some business in the future. Recall the product and fix the problem, and you will avoid a loss of your reputation, as well as lawsuits. When you recall a product, you get press, but because you took the appropriate ethical action, it isn’t considered to be bad press.

Placing blame is another issue. When problems occur, it seems that a businesses first instinct is to look for someone to blame, instead of taking responsibility for the problem themselves. Not only is this unethical, it is almost childish in nature, and it does little to instill trust in the public, in employees, or in vendors. If the issue arose because of a mistake that an employee made, depending on the seriousness of the problem, the employee may be fired, but it is unethical for the business to name that employee. In the public’s eyes, it is the company that made a mistake, and not an employee.

Again, there are many unethical business practices that crop up in the business world on a day-to-day basis. For your particular business, it is important to constantly monitor yourself and your employees to ensure that you are operating above board, and that unethical business practices are dealt with immediately, in the best possible way.

International business is all business transactions-private and governmental-that involve two or more countries. Why should one be interested in studying international business? The simplest answer is that international business comprises a large and growing portion of the world’s total business. Today, almost all companies, large or small, are affected by global events and competition because most sell output to and/or secure suppliers from foreign countries and/or compete against products and services that come from abroad.

More companies that engage in some form of international business are involved in exporting and importing than in any other type of business transaction. Many of the international business experts argue that exporting is a logical process with a natural structure, which can be viewed primarily as a method of understanding the target country’s environment, using the appropriate marketing mix, developing a marketing plan based upon the use of the mix, implementing a plan through a strategy and finally, using a control method to ensure the strategy is adhered to. This exporting process is reviewed and evaluated regularly and modifications are made to the use of the mix, to take account of market changes impacting upon competitiveness. This view seems to suggest that much of the international business theory related to enterprises, which are internationally based and have global ambitions, does often change depending on the special requirements of each country.

Another core issue is the company’s growth and the importance of networking and interaction. This view looks at the way in which companies and organisations interact and consequently network with each other to gain commercial advantage in world markets. The network can be using similar subcontractors or components, sharing research and development costs or operating within the same governmental framework. Clearly, when businesses formulate a trading block with no internal barriers they are actually creating their own networks. Collaborations in aerospace, vehicle manufactures and engineering have all sponsored the development of a country’s or a group of countries’ outlook based on their own internal market network. This network and interaction approach to internationalisation shows the substance of being able to influence decisions when knowing how the global network players work or interact.

For example, a crucial market network is that of the Middle East. Middle East countries are rich, diverse markets, with a vibrant and varied cultural heritage. This means that although there has been a harmonisation process during the past few years, differences still exist. Rather than business being simpler as a result, it should be recognised that because of regulations and the need those countries have to restructure as they enter the global market, performing any kind of business can be highly complex. It should be remembered though that the Middle-Eastern countries have a low-income average and like to have their cultural differences recognised. Those firms that will or have recognised these facts have a good chance of developing a successful marketing strategy to meet their needs. Fortunately some firms have realised these important differences and reacted adequately when strategic decisions had to be made regarding their penetration to this kind of markets.