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What are 'targets' and why do we set them?

Would you ever get into your car and drive around for hours without a destination, day after day after day? No! You'd waste a ton of time and a ton of gas. That is exactly what you're doing as a business owner if you don't have clear targets for revenue, profit, and cash flow. The first and most effective step to setting your business up for success is to set clear, measurable targets for revenue, profit, and cash flow. Here's why these targets are essential for the health and growth of your business:

 1. Provides Clear Direction and Focus

Setting targets gives your business a clear sense of direction. Revenue targets outline how much income your business needs to generate, while profit targets define how much of that revenue you're going to keep. Cash flow targets define how much of your profit you're going to keep. These metrics provide specific goals to strive towards, helping you prioritize efforts and allocate resources more effectively.

 2. Enhances Decision-Making

With targets in place, decision-making becomes more straightforward. When faced with choices about new investments, expansions, or cost-cutting measures, you can evaluate options based on how they align with your revenue, profit, and cash flow goals. This alignment ensures decisions are data-driven and focused on long-term success rather than short-term gains.

 3. Improves Financial Management

Targets for revenue, profit, and cash flow are critical for robust financial management. Revenue targets help in forecasting sales and planning marketing strategies. Profit targets ensure you're not just generating income, but also managing costs effectively to maintain healthy margins. Cash flow targets guarantee you can cover daily operations, invest in growth, and weather financial downturns. Regularly monitoring these targets allows for proactive adjustments and prevents financial surprises.

 4. Boosts Accountability and Performance

Setting financial targets fosters accountability within your team. When employees are aware of the specific goals they need to meet, it encourages a sense of responsibility and a performance-driven culture. Regularly tracking progress against these targets also provides opportunities for recognition and rewards, further motivating your team.

 5. Facilitates Strategic Planning

Financial targets are a cornerstone of strategic planning. They help you set realistic budgets, develop sales forecasts, and create comprehensive business plans. With clear targets, you can identify growth opportunities, anticipate challenges, and devise strategies to achieve sustainable development. Strategic planning rooted in well-defined financial goals ensures your business is prepared for both short-term challenges and long-term ambitions.

 6. Supports Investor and Stakeholder Confidence

Investors and stakeholders are more likely to support a business that has clear financial targets. Revenue, profit, and cash flow projections demonstrate your commitment to growth and financial health. They provide a tangible benchmark to measure performance and show that your business has a plan to achieve its objectives. This transparency can be crucial for securing funding, attracting investors, and maintaining stakeholder trust.

 7. Enables Benchmarking and Continuous Improvement

By setting financial targets, you create benchmarks that can be used to measure progress and performance over time. This benchmarking is vital for identifying trends, understanding market position, and spotting areas for improvement. Continuous monitoring against these targets fosters a culture of continuous improvement, ensuring your business remains competitive and adaptable in a changing market.


Don't waste precious time and effort in your business by wandering through each day with no destination. Setting targets for revenue, profit, and cash flow is not just about numbers; it's about creating a roadmap for your business's success. These targets provide direction, enhance decision-making, improve financial management, boost accountability, facilitate strategic planning, support investor confidence, and enable continuous improvement. For business owners, this structured approach is crucial for achieving sustainable growth and long-term viability. Investing the time and effort to establish and monitor these financial targets can transform how you manage your business, leading to better outcomes and a more prosperous future.


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