When you have a business, you need to be concerned with several aspects in order to be successful. For many of them, you often create goals and objectives guided by some numbers, known as KPIs (Key Performance Indicators, in English). However, there is a way to create specific goals that make your business strategy much clearer.

These specific goals are often called SMART goals. This second name is an acronym with the initials of characteristics that these goals must have in order for them to become more noticeable to you and to everyone involved in your business.

If you have or want to create a virtual store, for example, it is great that you establish where you want to go with your e-commerce. However, with SMART objectives, you can adjust what you need and recalculate your business route, if necessary, much more quickly. So, shall we meet them?

SMART goals

SMART goals are basically goals specific, measurable, achievable, relevant and storms. Let’s understand a little better what each of these characteristics means in practice:

Specific (Specific)

Your goals must translate into specific goals. This means that the more detailed you are, the easier it is to know what you are looking for. So, for example, instead of establishing something like “increasing the sales channels of the brand”, choose “start selling on the internet through a virtual store” to make it specific.

In the example above, you are already making evident how you will increase your sales channels, what will be the new medium through which you will market your products. Thus, it is easier to measure results when actions start towards this goal.

Measurable (Measurable)

When you create a measurable goal, you’ll include metrics that you can measure as you work to achieve your goal. So, in the example of increasing your sales channels, you could choose “I want to go from one to four sales channels in which my brand operates”.

You can measure how many new channels you have reached. Think about numbers and percentages so that you can guide your work. So, it is much easier for everyone to look and understand exactly what is expected that specific goal.

Attainable (Achievable)

Another fundamental point of SMART objectives is that they must be reachable. This means that you must not create an absurd goal, which is already obvious that the time has not yet come for you to achieve it, no matter how hard you work.

Imagine that you have just hired an e-commerce platform and have not yet made many sales in your first experience as an entrepreneur, that of a virtual store. Is it already worthwhile to set the goal for the same year to scale sales in e-commerce, start selling on Instagram and open a physical store?

In the example above, it is unlikely that all of these goals will be achieved. Therefore, set goals that are within your reach. They can be ambitious, of course, but they can’t be on the impossible!

Relevant (Relevant)

It is also important that your goal is relevant. What does that mean? Basically, that you should run after goals that mean something to the success of your business.

If you sell shirts on the internet, a relevant goal may be to increase your store’s annual sales by 40% or to increase the number of prints offered to customers by 70%. The objectives can be related to several fronts of the company, but they must all be relevant to achieve the main purpose of the business.

Thunderstorms (Time-bound)

Finally, it is essential that these objectives are delimited in time. This means that you must put a deadline to complete your goals. That way, these goals are not lost over time.

So, for example, we can think of a complete SMART goal to a fictional online store as follows:

  • Increase shirt sales by 50% in the first half of 2020 compared to the same period last year.

Determine your SMART goals


SMART goals are a way to make work in your business easier. This is because, the way they are structured, it is much simpler to know where you are and where you want to go. That way, not only the person who set that goal, but the entire team can work guided by those goals.

These specific, measurable, achievable, relevant and temporal objectives will guide you to work in a much more assertive way to achieve them. So, are you ready to define your SMART goals?

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