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The Objectives and Goals section of the business case is where you define the specific things you want to achieve with your organisation or business. These items get added to the organisation overall roadmap and hence needs to be measurable and achievable. For the Success Lifecycle, this information is recorded in the Roadmap found under the Definition section.

A well-rounded business plan should also include both the objectives and goals of the organisation or business itself, as well as the objectives and goals the product or service aims to achieve for its clients. This provides a comprehensive overview of the business's overall mission and vision, while also demonstrating the value proposition offered to its target market.

1. Business objectives and goals: These focus on the strategic direction, growth plans, and overall performance targets for the company. Examples may include revenue growth, market share expansion, customer acquisition, or operational efficiency improvements.
2. Product or service objectives and goals: These are centred around the value proposition offered to clients, showcasing how the business plans to meet the needs of its target audience and address specific pain points. Examples may include improved customer satisfaction, increased efficiency for clients, cost savings for users, or solving a specific problem faced by the target market.

Incorporating both types of objectives and goals in a business plan will provide a holistic view of the company's direction and demonstrate its commitment to delivering value to its clients.

Here are some tips for writing a strong "Objectives and Goals" section:

• Start by clearly stating the objectives.
• Break objectives down into smaller, more specific goals. This will make it easier to track progress and measure the success.
• Make sure goals are measurable.
• Make sure your goals are achievable.

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