Strategic Planning Is Not A Business Plan

Organizations use various forms of strategic planning to set goals for a certain period of time. They plan specific ways to achieve their goals, and methods to evaluate their progress. A strategic plan usually involves the organization as a whole. A business plan usually targets a specific product or service.

There are a variety of perspectives, models and approaches used in strategic planning. The way that a strategic plan is developed depends on the nature of the organization’s leadership, culture of the organization, complexity of the organization’s environment, size of the organization, expertise of planners, etc. For example, there are a variety of strategic planning models, including goals-based, issues-based, organic, scenario (some would assert that scenario planning is more a technique than model), etc. Even small business marketing decision falls under the purview of planning.

Probably the most common form of strategic planning is goals based. In this form, one identifies the desired end result and works backward from there to achieve those goals. Issues-based planning starts by identifying the issues involved in the particular problem, and identifying the ways to solve those issues. Another form of strategic planning is called the organic method, where a planner first creates a vision statement for the group and then lays out actions that conform to the vision and values of the group.

Some planners prefer different ways to approach planning such as appreciative inquiry. Plans can be designed with time frames from one to ten years. Top-level information is included in some plans, and some contain no action plans. The length of the variety of plans ranges from five to eight pages, and others can be significantly longer.

Critical reviews of performance as conducted by the owners and managers of a business as well preparing a plan for budget concerns beyond the norm require a certain degree of attitude and predisposition. Prior to developing a strategy it is wise to consider current details, objectives and strategies of other existing businesses or new venture thinking. If this is done correctly you can use these details as the foundation for examining existing perceived Strengths, and Weaknesses as well as Opportunities and Threats, which is known as SWOT analysis.

Entrepreneurs and business managers are often so preoccupied with immediate issues that they lose sight of their ultimate objectives. That’s why a business review or preparation of a strategic plan is a virtual necessity. This may not be a recipe for success, but without it a business is much more likely to fail.

While a business plan focuses on a particular product or program only, strategic planning focuses on the broad direction and goals of an organization. They can have a scope of one to ten years, and can be as little as five pages or significantly longer. There are many ways to create a strategic plan. Goal-based plans delineate steps to accomplish a specific goal. Issues-based planning explores concerns facing the organization and outlines ways to deal with them. Organic planning is outlining an organization’s vision and then listing specific actions and policies true to its values. For small business marketing, planning is absolutely essential.

- Jose DeJesus