Commercial enterprise approach: what it’s miles and a way to build it successfully


In the business world, professionals are obsessed with tactics because they can help them achieve their short-term goals. But if you only focus on the short term, you won’t spend enough time or energy figuring out how you can succeed in the long term.

Fortunately, building a strategy can help you achieve your short-term and long-term goals. Strategy focuses on principles that help you think, rather than tactics that help you execute, so it allows you to focus on why your business does certain activities, not just how you do them or what you do. Read on to learn exactly what a business strategy is and how you can build one effectively today.

Your business strategy should be based on your overall vision for the company. For some brands, this will be a global market expansion. For others, it may be more important to double down on investing in existing markets where they are already successful. Regardless of your ultimate goals, creating an effective business strategy will require thorough research beforehand.

1. Identify the desires and values ​​of your company.

In business, traditional goal setting allows you to measure what you do, but it is not suitable for measuring how you do it or why. And focusing only on results can sometimes lead you to take actions that put your organization’s needs ahead of your customers’ needs.

To help you focus on your purpose and process rather than just results, consider setting and anchoring a desire or vision for your business in the future when crafting your business strategy – this will inspire you to do better work served your customers. Once you’ve set an aspiration anchor, you can add your goal to the equation, helping you create customer-focused work and hit your numbers at the same time.

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2. Do a self-assessment.

Once you’ve identified your business aspirations and values, it’s time to do a self-assessment to help you assess the best paths for business growth and success.

You can do this by performing a SWOT analysis identify strengths, weaknesses, opportunities and threats for your business. What do you do well and how can you capitalize on it? What can be improved and how?

3. Define exactly which segments of your market you want to cover.

Your product or service is most likely not the best fit for your entire market, so it is critical to pinpoint the segment or segments of your market that will benefit the most from your product or service.

Customers who really need and want your product or service are also the customers who stick around the longest and are least likely to churn, increasing your customer lifetime value and lowering customer acquisition costs.

4. Determine how you will beat the competition.

Ricky Bobby the legendary saying that “if you’re not first, you’re last” doesn’t necessarily apply to the business world, but it does have some influence. No two of your customers will buy the same product or service, so if you want to capture as much of your market segment as possible, you need to be top of mind for the majority of your target customers.

Some of the best ways to stay ahead of the curve are by creating a creatively refreshing brand, differentiating your product or service from the crowd, and pricing the product based on its perceived value.

5. Set clear goals.

Now that you’ve done your research and created a vision for your business, it’s time to set some goals.

Think about what you want to achieve and work backwards to figure out the steps to get there. Defining business goals will help you shape your strategy and how each department works together to achieve your goal. To get started, you can consider:

  • Business goals: These are high-level goals that you would like the organization as a whole to achieve.
  • Department or team goals: These are key objectives assigned at the departmental level to help the organization achieve its overall goals.
  • Specific employee goals: With the help of departmental goals, set goals for individual employees that will contribute to the achievement of business goals.

These cascading goals will ensure that all stakeholders involved in the execution of your business strategy are on the same page and properly aligned.

6. Make a plan.

Once your business goals are defined, it’s time to make a plan to achieve them. This plan should include actionable tasks that your team can perform and should describe the steps necessary to achieve your mission or goal.

This plan can be implemented as a short-term or long-term plan or as a combination of both. Additionally, you’ll want to check your plan frequently to make sure everything is still on track and make adjustments as the business requires.

7. Find out what skills are needed to beat the competition and keep your company successful.

Unfortunately, passion is not enough to beat the competition and rise to the top of your industry. Talent and skill are also key. Based on your desires, goals, and market, you need to determine what types of teams and employees you need to develop and hire to not only beat the competition, but to sustain your success.

For example, you may need to hire more engineering staff or hire a data science team with experience in your niche to meet your goals.

8. Decide what management systems are needed to develop these competencies.

If your company is a team, then your leaders are coaches. They are responsible for developing, supporting and inspiring your employees to do their best work.

Communicate with your team to ensure employees and managers have what they need to succeed. Invest in technology that enables your team to collaborate more effectively and drive your business goals forward. Because no matter how much raw talent your employees have, they will never reach their potential, and in turn help the company reach its potential, if they don’t develop the skills and discipline necessary to compete and succeed.

9. Measure your results.

It is not enough to simply set goals and hope that things will work out. If you want to achieve greatness, you will need to actively monitor your progress. As mentioned before, you should check your plan every month to make sure things are running as they should.

Evaluate your metrics to ensure your team is meeting key performance indicators (KPIs). If they don’t meet them, find out why and find a solution to get things back on track.

10. Be flexible and ready to adapt.

In addition to measuring results, it’s also a good idea to examine where your strategy is lagging and make changes.

Are their changes in the industry or external factors affecting your current strategy? This can be an opportunity to adjust your approach. Your plan is your plan, but it should also be flexible enough to evolve with your business.

11. Consider hiring a business strategy consultant.

If all of the above steps seem overwhelming and you have the resources, consider hiring outside help. Business consultants can provide guidance and training to help you achieve your business goals.


  • Expertise: Consultants often have a narrow area of ​​focus – meaning that when you hire one, you’re getting an expert in your chosen field. They can help you build a framework or structure that aligns with your goals. They can also add a different perspective on solving problems that your team has tried and failed to solve on their own.
  • Unbiased: Since the consultant is not an employee of your company, he is not hindered by existing views or traditions and can look at your company with fresh eyes. This makes it easier for them to hone in on your goals and the best strategy to achieve them.


  • expensive: Hiring a consultant is definitely an additional expense and will most likely cost more than paying an existing employee.
  • No guarantees: Although consultants are experts, they do not guarantee success. They do not guarantee the achievement of a specific performance measure or number of sales. However, you can always vet veterinary consultants by asking for recommendations, looking at references, and reviewing their work history.

Hiring a business strategy consultant is a great option if your team is struggling with the steps above without success. A third party can gain business insights that you may have missed.

Principles over tactics

We live in a time when the internet is overloaded with advice. You have access to countless tips and tricks that could help you build a successful business. But without the ability to think critically about whether these tips and tricks actually apply to your specific situation, you’ll never achieve long-term success.

This is why strategy is so important. Your business is based on principles that can be applied to almost any situation and, in turn, help your business achieve its short-term and long-term goals.

This article was originally published in May 2019 and has been updated for completeness.

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