Maybe it’s because we’re at the midway point of the middle month of the third quarter, but lately there’s been a lot of talk about goal setting and plans. Here’s a checklist to refresh yours:

1. Summary of overall plan. This is a good exercise to pull together the key components of your plan. In one paragraph, include: the purpose of company, your market niche, a description of your offering, definition of the ideal client, overview of the market landscape.
2. Mission Statement: Short and to the point, in one to two sentences, define the true purpose of your company - how you’re going to accomplish your vision.  Use these Thoughtstarters to get the conversation going.
3. Business Objectives: These are your desired end-goals (not the tasks to get to them). Outline 4-6 objectives for your business through the rest of this year (or whatever your planning horizon is).
4. Market Niche: This is your area in the marketplace - the position that you can claim for yourself. For example, Staples’ niche is the small/home business market, with expansion to home and corporate users.
5. Environmental Overview: Be sure to take a close look at the market, the economy and the interests of your customers. What is happening now in the world, or in the region where you do business? What are the trends that will affect your business?
6. Marketing Strategy and Plan: How do you market and promote your products and services today? Do you market directly to other businesses or to end users? Take a look at the mix of marketing activities that you undertake. Do they support your Business Objectives? What might you do differently to support your business objectives and overall strategy?
7. Sales Strategy and Plan: Outline how and to whom you sell your products or services. What are the steps in the sales process that turn someone from a prospect into a buyer of your products and services? What is the right sales strategy that matches how people buy? For example, if you are selling fitness equipment, your strategy might be to install some free machines in a local chain of gyms. Once people have tried them and liked them, the club would be more likely to buy the machines.
8. Partnerships: Partnerships can be formal or informal, and might range from referral-based arrangements to joint marketing and outsourcing.  Be sure to include channel partners and others in your supply chain, especially as you work on your sales and marketing plans.