Aims and objectives

An aim is the long-term goal a business wants to achieve, such as to grow, to survive a difficult period or to be known for excellent service. An objective is a more specific target that helps the business reach an aim. Objectives are usually measurable and have a deadline, so they turn a broad aim into something the business can plan and check.

For example, a board game café might aim to become the best-known family venue in its town within three years. One objective could be to increase weekend bookings by 20% by next March. Hitting that target moves the café closer to its aim.

Aims and objectives are not the same thing: an aim is the destination and an objective is a measurable step towards it. They are also not fixed. A business reviews and changes them as it evolves, grows or faces new circumstances. A skateboard shop that aimed to open a second store might keep that aim but change its objective from saving £6,000 for new stock to cutting delivery costs by 10% by June. A dog grooming salon that once aimed to buy a second van might later aim to offer grooming classes instead. Reviewing aims and objectives keeps them realistic and useful as the business changes.