Business objectives are goals set by the business owner or executives during the start-up phase. The goals or objectives can be altered or changed as the business grows, expands and progresses in the market. Objectives can be measured in terms of success, the business' role in the market, its income or length of time. Each objective set by a business should be explained in detail so business executives know how to measure its success.
New business owners or business partnerships may have the simple objective of surviving on the market. This is a realistic objective since many businesses starting out may not have the experience necessary to deal with direct competitors or know how to utilise the market opportunities that arise. This also applies to companies launching in a financial crisis. This type of business objective must be agreed upon by all business executives in the organisation so everyone works toward the same goal.
Another business objective is to maximise everything possible, whether the overall income of the business on a monthly basis or the production of services or items the business is selling. This type of objective is often measured to determine its success. While a business may not realise its capabilities, the level of maximisation may be set high during one month but drop during the second month due to lack of manpower or equipment. One reason why a company may want to use the maximisation objectives is to earn quite a bit of income to attract new owners or shareholders.
Getting shareholders and investors interested may not be the goal for smaller business owners or sole-proprietors. Instead, gaining a comfortable income to launch new product ideas or offer more extensive services may be an objective for a smaller business. These objectives should be specific so the business owner has a clear idea of how much income is needed each month to make a satisfactory income.
While some business owners are more focused on the monetary rewards and income as their objectives, others may focus on the products or sales available to the customers. To reach these objectives, the business may launch new products or services to attract a larger customer base. A sales growth objective should be realistically set based on the customers' need, trends in the market and the time frame set by the business. The time frame allows business owners to measure the success of their objectives.