How to carry out strategic planning for your company

Knowing where you are and where you want to go is essential in any business, and strategic planning provides the basis for charting the best route.

This is a tool that helps the management of entrepreneurs from various segments – and companies of different sizes – to make their businesses more optimized and with better results.

But, do you know how to carry out strategic planning for your company?

Check out this content and apply our tips to the reality of your business!

Let’s go?

What is strategic planning?

Initially, it is important to know the concept of strategic planning to be able to apply it in your business!

In practice, the term can be understood as a map that will guide a company’s actions in pursuit of an objective.

This objective must be achieved within a certain period of time, and everyone involved in the business, be they owners, managers and employees, must be aligned with the process.

Therefore, strategic planning must contain, for example:

  • Company analysis with before x after comparison;
  • Measurable and attainable objectives and targets;
  • Deadline defined for carrying out the actions;
  • Alignment with the business mission.

The main objective of this action plan for the business is to generate intelligent and effective development to make it more profitable, scalable and sustainable in the long term.

Now that you know what planning is, you may be wondering: how can I carry out strategic planning for my company? For that, see the next item!

How to carry out strategic planning for my company: step by step

Check out the step-by-step guide on how to make good strategic planning for your business in the following topics:

  1. Plot where you want to go

    The first point that must be in good strategic planning is the goal to be achieved.

    Managers and entrepreneurs can use methods for this, such as SMART, an acronym for:

    S = Specificity of the goal, that is, a clear and focused objective (not generalized terms, such as “more profit”, but rather “10% increase in sales”);

    M = Goal that can be measured, that is, quantified and put into numbers to monitor results;

    A = Achievable objective. This is nothing more than setting a possible goal according to the situation and size of the business;

    R = Is your goal relevant to the company’s current situation? To know how to answer this question, it is necessary to understand whether the objective will make a difference in the current stage of the business;

    T = Temporable is the goal that has a defined deadline for beginning, development and end.

Make a real analysis of the current business situation

This second step is what will define all the others, including impacting and serving as the basis for the first step, defining the goal. After all, it is through analysis that it is possible to identify the needs and objectives that are intended/need to be achieved.

To do this, consider some specific aspects of your business:

  • Is your company still in the opening process?
  • Are you already in business and experiencing growth?
  • Or, are you in business going through a crisis?

These are some examples of moments that the company may be going through and that determine potential and opportunities.

Therefore, keeping this in mind will help the entrepreneur to define strategic planning to achieve objectives more precisely.

Furthermore, understand the main weaknesses and opportunities that your business has in the current period.

In other words, what is positive about it at the moment and what is at a disadvantage in the market.

  1. Design the path to be followed

Knowing where you want to go and what the starting point is, the time has come to chart the path of strategic planning.

At this point, list each of the actions to be carried out, in a clear, objective and practical way, defining important milestones to achieve the final objective.

  1. Create a schedule

This item is fundamental for strategic planning, after all, it is with a good schedule that it will be possible to achieve the goal in the ideal period for the company and determined in the process.

To define a schedule, it is essential to analyze each of the strategic planning steps and understand the difficulty and time involved in executing them.

  1. Invest in planning communication

A successful company needs good strategic planning, and to achieve this objective, everyone who is part of the company needs to be in agreement with the actions to be developed, aligning with the purpose of the business.

To do this, invest in clear and efficient communication, informing the actions of each sector involved, mobilizing teams towards the common goal and training teams so that each process is developed in an optimized way.

  1. Analyze during actions

While strategic planning actions are developed, carry out periodic analyzes to identify possible execution difficulties and even necessary adaptations.

If necessary, correct some points and even – in cases where the operation is compromised – change the initial goal.

Ideally, at each stage of action planning, teams are mobilized and communicated about the scope and improvements made.

One suggestion is to invest in tools and incentives such as gamification and bonuses.

In this case, as each step is reached, bonuses will be offered, which generates more interaction and encouragement for everyone.

To make this process more tangible, we brought an example to serve as a basis and help you adapt it to the reality of your business!

Strategic planning: see an example!

See below an example of strategic planning.

A shoe store wants to carry out a promotional campaign and take advantage of the Black Friday shopping flow (which will take place on 11/25) – one of the main periods for commerce.


Sell ​​all remaining winter stock and hit your November sales target during the week of 11/21 to 11/25.

With the goal defined, it is necessary to identify the situation of the business.

In this example, consider that the store is operating positively, but employees are dissatisfied with the lack of adjustments in commissions.

Here we can already identify the weaknesses and opportunities of the business.

Once this is done, it is time to develop a path for the goals to be completed.

For example, to sell winter items that are still in stock, is it possible to clear stock at half price? Or perhaps a “buy one shoe and get another for half price” action?

Thus, while the stock is sold, the month’s goals are being met.

It is worth noting at this point that before reporting the action, it is necessary to check the company’s finances. In this case, for example, is it possible, based on increased sales, to increase the percentage of commissions?

If so, make this a priority so that the team is satisfied and the business weakness begins to be resolved.

With that, it’s time to define an action schedule.

If the week of promotions will be from the 21st to the 25th, before these dates you must:

  1. Communicate with your customers on social media and on posters in front of the store;
  2. Train the team about parts and new prices;
  3. Contact customers who left their contact details in previous purchases.

For each item, define a specific day for execution.

Furthermore, every day, and also in the days leading up to the operation, check the progress and understand whether the strategy is being followed and where greater efforts should be invested.

Apply strategic planning

Did you see how strategic planning works in practice?

Regardless of whether you have a small, medium or large company, it is essential to have well-structured planning adapted to your business if you want to achieve success!

With this in mind, with so many tasks to complete, it is essential that every entrepreneur also has good time management , with the aim of applying with excellence all the tasks that need to be carried out in strategic planning with the team.

Therefore, optimize your routine and plan quality and strategic action for the development of your company.

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