In recent years, the automotive industry has witnessed a significant technological transformation, with innovations aimed at enhancing driver safety and experience. Among these advancements, head-up display (HUD) technology has emerged as a game changer, providing drivers with essential information projected directly onto their windshields. This not only improves visibility but also minimizes distractions, allowing for a more focused driving experience. As consumers increasingly seek out high-tech features in their vehicles, the demand for HUD systems is on the rise. For entrepreneurs looking to tap into this burgeoning market, starting a business centered around automotive head-up displays presents a unique opportunity. This article will guide you through the essential steps to launch your own HUD venture, from market research and product development to marketing strategies and navigating regulatory requirements. Whether you are a seasoned business owner or a tech enthusiast with a passion for automotive innovation, this guide will help you navigate the complexities of establishing a successful head-up display business in a competitive landscape.

The global market for automotive head-up displays (HUDs) has been experiencing significant growth, driven by advancements in technology and increasing consumer demand for enhanced driving experiences. As of 2023, the market size is estimated to be valued at several billion dollars, with projections indicating a robust compound annual growth rate (CAGR) over the next several years. Several factors contribute to the expanding market for automotive HUDs. Firstly, the growing emphasis on safety features in vehicles is a major driver. HUDs provide critical information directly in the driver’s line of sight, reducing the need for distraction and enhancing situational awareness. This aligns with increasing regulatory demands for advanced driver-assistance systems (ADAS) and overall vehicle safety. Moreover, the rise of electric and autonomous vehicles is another catalyst for the HUD market. As these vehicles incorporate more sophisticated technology, there is a greater need for innovative display solutions that can integrate seamlessly with advanced navigation and infotainment systems. Manufacturers are investing in HUD technology to differentiate their offerings and provide a more engaging user experience. Geographically, North America and Europe are currently leading the market, primarily due to the presence of major automotive manufacturers and a higher adoption rate of advanced technologies in these regions. However, the Asia-Pacific region is expected to witness the fastest growth, fueled by increasing vehicle production and rising disposable incomes, particularly in countries like China and India. In summary, the automotive head-up display market is poised for significant growth, driven by technological advancements, consumer demand for safety, and the evolution of electric and autonomous vehicles. Entrepreneurs looking to enter this market will find ample opportunities, particularly by focusing on innovation and addressing the unique needs of modern drivers.

Understanding the target market is crucial for any automotive head-up display (HUD) business. The target market for HUD systems can be segmented into several key categories:
1. Automotive Manufacturers: Original Equipment Manufacturers (OEMs) are a primary target. These companies are constantly seeking innovative technologies to enhance their vehicles' safety features and user experience. Building partnerships with car manufacturers can lead to large-scale contracts and the integration of HUD systems into new car models.

2. Aftermarket Retailers: There is a growing demand for HUD systems among car enthusiasts and consumers looking to upgrade their vehicles. Aftermarket retailers and online platforms provide a significant opportunity to reach individual consumers who are interested in enhancing their driving experience with advanced technology.
3. Fleet Management Companies: Businesses that manage fleets of vehicles, such as delivery services, logistics firms, and ride-sharing companies, are increasingly focused on improving driver safety and operational efficiency. HUD technology can assist in reducing accidents and enhancing navigation, making fleet management companies a valuable target market.
4. Consumer Demographics: The typical consumer for automotive HUDs tends to be tech-savvy individuals, often in the age range of 25 to 45, who prioritize safety, convenience, and modern features in their vehicles. Additionally, younger drivers who are accustomed to digital interfaces and smartphone integration represent a growing demographic for HUD systems.
5. Geographical Markets: Different regions may show varying levels of interest and adoption rates for HUD technology. Urban areas with high traffic congestion may have more consumers interested in HUD systems for navigation and safety features. Additionally, regions with a strong automotive industry presence, such as the United States, Germany, Japan, and South Korea, may also present substantial opportunities.
6. Specialized Markets: Niche markets, such as luxury vehicle manufacturers and advanced driver-assistance systems (ADAS) developers, are also potential targets. These markets often seek cutting-edge technologies to differentiate their offerings and enhance the driving experience. By identifying and understanding these segments, an automotive head-up display business can tailor its marketing strategies and product offerings to effectively meet the needs of its target audience, ultimately driving growth and success in this innovative sector.

When considering the establishment of an automotive head-up display (HUD) business, understanding various business models is crucial for determining the most effective approach to market entry and growth. Here are a few potential models that could be adopted:
1. Direct-to-Consumer (D2C) Model: This model involves selling HUD units directly to consumers through an online store or retail outlets. By bypassing intermediaries, you can maintain better control over pricing and customer relationships. Marketing efforts would focus on building brand awareness through social media campaigns, influencer partnerships, and targeted ads. A D2C approach also allows for direct feedback from users, which can inform product development and improvements.

2. Business-to-Business (B2B) Model: In this scenario, your focus would be on partnering with automotive manufacturers, dealerships, or aftermarket accessory companies. You would supply HUD technology for integration into new vehicles or sell units for installation in existing vehicles. This model typically involves longer sales cycles and requires building strong relationships with industry players, but it can lead to larger contracts and steady revenue streams.
3. Subscription Model: Offering a subscription-based service for software updates, additional features, or cloud-based services can create a recurring revenue stream. This model would involve selling the hardware at a lower initial cost and charging customers a monthly or yearly fee for ongoing services, such as navigation updates, enhanced display features, or access to driving analytics. This approach can enhance customer loyalty and provide continuous engagement with users.
4. Freemium Model: This strategy allows customers to access basic HUD features for free while charging for premium features or enhanced functionalities. This model can attract a larger user base quickly, and once users experience the product's value, many may be willing to pay for additional capabilities. This approach relies heavily on effective product design and user experience to convert free users into paying customers.
5. Partnership and Licensing Model: Collaborating with technology firms or automotive companies to license your HUD technology can be an effective way to scale your business. By leveraging existing platforms and distribution channels, you can expand your market reach without the extensive overhead of building a sales and marketing infrastructure. This model often requires a strong patent portfolio and proven technology to attract potential partners.
6. Hybrid Model: Combining elements from various models can create a flexible approach tailored to market demands. For instance, you might start with a D2C model while simultaneously exploring B2B partnerships. As your brand gains traction, you could introduce subscription services for software enhancements. A hybrid model allows for adaptability in response to changing consumer behaviors and market conditions. In summary, selecting the right business model for an automotive HUD business involves evaluating your target market, understanding consumer needs, and aligning your strengths with market opportunities. Careful consideration of these factors will help establish a sustainable and profitable venture in the competitive automotive technology space.

The competitive landscape for an automotive head-up display (HUD) business is characterized by a mix of established players, emerging startups, and technological innovators. As the demand for advanced driver assistance systems (ADAS) and connected vehicle technologies continues to grow, the HUD market has attracted significant attention from various sectors, including automotive manufacturers, tech companies, and specialized suppliers. Key Competitors: Major automotive manufacturers like BMW, Mercedes-Benz, and Audi have integrated HUD technology into their vehicles, establishing themselves as leaders in this space. Additionally, technology firms such as Garmin and Bosch have developed proprietary HUD systems that cater to both OEMs (original equipment manufacturers) and aftermarket solutions. These companies leverage their brand recognition, extensive research and development resources, and established distribution channels to maintain a competitive edge. Emerging Startups: The rise of startups focusing on innovative HUD solutions has intensified competition. Companies like WayRay and Navdy are pioneering augmented reality HUD technologies, which overlay digital information onto the real-world environment, enhancing driver engagement and safety. These startups often attract investment from venture capitalists eager to support cutting-edge technologies, allowing them to rapidly develop and refine their products. Market Trends: The competitive environment is also influenced by trends such as the shift towards electric and autonomous vehicles, which demand more sophisticated HUD systems. As vehicles become increasingly connected, the integration of HUDs with navigation, infotainment, and vehicle diagnostics presents new opportunities for differentiation. Competitors are focusing on enhancing user experience through improved display clarity, customization options, and seamless integration with smartphones and other devices. Regulatory Factors: Compliance with safety regulations is another critical factor influencing competition in the HUD market. Companies must navigate various international standards and guidelines to ensure their products meet safety requirements. This can pose a barrier to entry for new players but also incentivizes innovation as businesses strive to develop compliant yet cutting-edge solutions. Market Strategy: To succeed in this competitive landscape, new entrants must develop clear value propositions that address customer needs, differentiate their offerings, and build strategic partnerships within the automotive ecosystem. Focusing on user experience, product reliability, and technological advancements will be essential for carving out a niche in this dynamic market. In summary, the automotive HUD business is marked by a diverse range of competitors, including established automotive giants and innovative startups. Success in this industry hinges on staying ahead of technological trends, understanding regulatory landscapes, and effectively meeting consumer demands.

Starting an automotive head-up display (HUD) business involves navigating a range of legal and regulatory requirements. These regulations are crucial to ensure compliance, product safety, and market acceptance. Here are the key considerations:
1. Business Registration and Structure: First, you must choose a suitable business structure, such as a sole proprietorship, partnership, LLC, or corporation. Register your business with the appropriate state and local authorities, and obtain any necessary licenses or permits required for operating in your jurisdiction.

2. Intellectual Property Protection: Given the technological nature of HUD systems, protecting your intellectual property is vital. Consider applying for patents for any unique technologies or designs you develop. Additionally, trademarks can help secure your brand identity, while copyrights may protect any original software or content you create.
3. Product Safety Standards: Automotive products must comply with various safety standards and regulations. In the United States, the National Highway Traffic Safety Administration (NHTSA) sets guidelines that must be followed. Ensure that your HUD product meets all relevant safety standards, which may include crash testing and electromagnetic compatibility (EMC) requirements.
4. Environmental Regulations: Depending on your manufacturing processes, you may need to adhere to environmental regulations such as the Resource Conservation and Recovery Act (RCRA) in the U.S., which governs the disposal of hazardous waste. Additionally, compliance with the European Union’s RoHS (Restriction of Hazardous Substances) directive may be necessary if you plan to market your products in Europe.
5. Consumer Protection Laws: As a manufacturer and seller of automotive components, it’s essential to understand consumer protection laws that govern product liability and warranties. Familiarize yourself with the Magnuson-Moss Warranty Act and ensure that your products come with clear and fair warranty terms.
6. Export Regulations: If you intend to sell your HUD products internationally, you must comply with U.S. export regulations, which could involve obtaining export licenses, particularly for technology that may have dual-use applications or national security implications.
7. Industry Certifications: Consider obtaining certifications from recognized organizations to enhance credibility and trust among consumers. Certifications such as ISO 9001 for quality management systems or specific automotive standards like IATF 16949 can be beneficial.
8. Data Privacy and Cybersecurity: If your HUD system collects or interacts with user data, be aware of data protection regulations such as the General Data Protection Regulation (GDPR) in Europe or the California Consumer Privacy Act (CCPA) in the U.S. Implement robust cybersecurity measures to protect user data and comply with legal requirements.
9. Insurance Requirements: Finally, consider obtaining the necessary insurance coverage to protect your business from potential liabilities. General liability insurance, product liability insurance, and property insurance are common types that can safeguard your business against unforeseen risks. Navigating these legal and regulatory requirements is crucial for establishing a successful automotive head-up display business. It is advisable to consult with legal and industry experts to ensure full compliance and to address any specific concerns related to your business model and geographic location.

When starting an automotive head-up display business, securing adequate financing is crucial to cover the initial expenses and support operations until the business becomes profitable. Here are some financing options to consider:
1. Self-Funding: Also known as bootstrapping, self-funding involves using personal savings or assets to finance the business. This method allows for complete control over the company without the need for external investors, but it also carries the risk of personal financial loss.

2. Bank Loans: Traditional bank loans can provide a significant amount of capital for starting your business. To secure a bank loan, you’ll typically need a solid business plan, good credit history, and collateral. Be prepared to explain how you will generate revenue and repay the loan.
3. Small Business Administration (SBA) Loans: The SBA offers various loan programs designed to support small businesses. These loans often have favorable terms, such as lower interest rates and longer repayment periods. Applying for an SBA loan requires a well-prepared business plan and financial projections.
4. Angel Investors: Wealthy individuals, known as angel investors, may be interested in investing in promising startups in exchange for equity. This option can provide not only capital but also valuable mentorship and industry connections. Be prepared to pitch your business idea and demonstrate its potential for growth.
5. Venture Capital: If your head-up display business has high growth potential, you might attract venture capital investment. Venture capitalists provide funding in exchange for equity and are typically interested in businesses that can scale quickly. This route often requires a strong business model and a compelling pitch.
6. Crowdfunding: Platforms like Kickstarter or Indiegogo allow entrepreneurs to raise small amounts of money from a large number of people, typically in exchange for pre-orders or rewards. This method can also serve as a marketing tool to gauge interest in your product before launch.
7. Grants and Competitions: Research any available grants or business competitions that focus on technology or automotive innovations. Winning a grant or competition can provide funding without the need to repay or give away equity.
8. Incubators and Accelerators: Joining an incubator or accelerator can provide access to funding, mentorship, and resources. These programs often help startups refine their business models and connect them with potential investors.
9. Partnerships and Joint Ventures: Consider partnering with established companies in the automotive industry. This can provide not only financing but also expertise and market access. Joint ventures can help share the risk associated with launching a new product. It's essential to evaluate each financing option carefully, considering the implications for ownership, control, and repayment. A well-thought-out financial strategy can set the foundation for a successful automotive head-up display business.

When launching an automotive head-up display (HUD) business, effective marketing and sales strategies are crucial for establishing your brand and reaching your target audience. Here are several approaches to consider:
1. Identify Your Target Market: Understanding who your customers are is the first step in crafting effective marketing strategies. Potential markets include automotive manufacturers, aftermarket accessory retailers, and individual consumers interested in enhancing their driving experience. Consider segmenting your audience by demographics, such as age, income level, and tech-savviness, to tailor your marketing messages accordingly.

2. Build an Engaging Brand Identity: Create a strong brand that resonates with your target audience. Develop a memorable logo, a professional website, and cohesive marketing materials. Your branding should convey innovation, reliability, and safety, as these are key selling points for HUD technology.
3. Utilize Digital Marketing: Leverage digital platforms to reach a wider audience. Invest in search engine optimization (SEO) to improve your website’s visibility on search engines. Use pay-per-click (PPC) advertising to target specific keywords related to automotive accessories and HUD technology. Social media platforms like Instagram, Facebook, and LinkedIn can also be effective for showcasing your products through engaging content, customer testimonials, and interactive advertising.
4. Create Informative Content: Establish your authority in the automotive HUD market by producing high-quality content. This could include blog posts, videos, and infographics that explain the benefits of head-up displays, installation guides, and comparisons with traditional dashboard displays. Educational content not only helps in attracting potential customers but also builds trust and credibility.
5. Engage in Influencer Marketing: Collaborate with automotive influencers, bloggers, and YouTube channels that focus on technology and car accessories. Influencers can provide authentic reviews and demonstrations of your HUD products, helping to reach their followers who are likely interested in automotive innovations.
6. Attend Trade Shows and Expos: Participating in automotive trade shows and expos can provide significant exposure for your business. Showcase your HUD products, engage with potential customers, and network with industry professionals. This allows you to gain insights into market trends and customer preferences while building valuable industry connections.
7. Offer Promotions and Incentives: Attract customers with introductory offers, discounts, or bundle deals. Consider launching a referral program that rewards customers for bringing in new buyers. These strategies can help stimulate initial sales and encourage word-of-mouth marketing.
8. Focus on Customer Experience: Ensure that your online and offline shopping experiences are seamless. Provide clear product information, easy navigation on your website, and excellent customer service. Engaging with customers through email follow-ups, surveys, and feedback requests can help improve customer satisfaction and loyalty.
9. Develop Strategic Partnerships: Form alliances with automotive manufacturers, dealerships, and repair shops that can incorporate your HUD technology into their offerings. These partnerships can enhance your credibility and broaden your market reach significantly.
10. Leverage Data Analytics: Utilize data analytics tools to track your marketing efforts and sales performance. Analyzing customer behavior, preferences, and purchasing patterns can provide valuable insights to refine your strategies, optimize your pricing, and enhance your product offerings. By implementing these marketing and sales strategies, your automotive HUD business can effectively penetrate the market, attract customers, and drive sales growth in a competitive landscape.

To successfully launch an automotive head-up display (HUD) business, meticulous planning and execution of operations and logistics are paramount. This section outlines the essential components that will ensure smooth functioning and scalability of the business. Supply Chain Management Establishing a reliable supply chain is crucial. This begins with sourcing high-quality components required for the HUD systems, such as display units, optical components, and software. Building partnerships with reputable suppliers will not only ensure the quality of materials but also facilitate better pricing and reliability in delivery. It’s essential to evaluate multiple suppliers to mitigate risks associated with dependency on a single source. Manufacturing and Assembly Decide whether to manufacture in-house or outsource production. In-house manufacturing requires investment in equipment and skilled labor, while outsourcing may streamline operations but could complicate quality control. If opting for in-house production, develop a lean manufacturing process to minimize waste and maximize efficiency. For outsourced manufacturing, conduct thorough audits of potential partners to ensure they meet your quality standards and production timelines. Quality Control Implementing a robust quality control system is vital for an automotive HUD business. Establish protocols for testing components at various stages of production, from incoming materials to final products. This might involve both automated and manual inspection processes. Consistent quality assurance will enhance your brand's reputation and customer satisfaction. Logistics and Distribution Efficient logistics are essential for managing inventory, warehousing, and distribution. Choose a strategically located warehouse to facilitate easy shipping to customers and retailers. Utilize inventory management software to track stock levels and automate reordering processes. For distribution, consider partnering with reliable logistics providers who have experience in handling electronic components. Evaluate shipping options to balance cost and delivery speed, especially given the automotive industry's emphasis on timely delivery. Regulatory Compliance The automotive industry is heavily regulated, so understanding and complying with industry standards and regulations is critical. Familiarize yourself with safety standards, environmental regulations, and any certifications required for automotive components. This may involve working with legal experts or consultants who specialize in automotive compliance to ensure that your products meet all necessary requirements before entering the market. Customer Support and Service Developing a strong customer service strategy is essential for building long-term relationships with clients. This includes creating a comprehensive warranty and support system for your HUD products. Consider establishing a technical support team to assist customers with installation and troubleshooting. Providing excellent after-sales service can differentiate your business in a competitive market. Scalability Finally, plan for scalability from the outset. As demand for automotive HUDs grows, your operations should be able to adapt. This could mean investing in flexible manufacturing systems or exploring additional markets and applications for your products, such as integrating HUD technology into other types of vehicles or even consumer electronics. By addressing these operational and logistical components thoughtfully, you can create a strong foundation for your automotive head-up display business, positioning it for growth and success in a rapidly evolving market.

When launching an automotive head-up display (HUD) business, effective human resources and management practices are crucial to ensure a smooth operational flow and to foster a positive workplace culture. Here are key considerations to keep in mind:
1. Talent Acquisition and Recruitment: Recruiting the right talent is fundamental in the automotive HUD sector, where expertise in technology, design, and engineering is essential. Focus on identifying candidates with backgrounds in automotive technology, software development, and user interface design. Utilize industry-specific job boards and attend automotive trade shows to network with potential hires. Additionally, consider hiring individuals with experience in startup environments who can adapt to the fast-paced nature of a new business.

2. Training and Development: Once you have assembled a team, invest in their training and development to ensure they are well-versed in the latest technologies and market trends. Offering workshops, online courses, or partnerships with educational institutions can enhance your team's skills. Encourage cross-training among departments such as engineering, sales, and marketing to foster a collaborative environment and to ensure that all employees understand how their roles contribute to the overall business goals.
3. Organizational Structure: Establishing a clear organizational structure is vital for delineating responsibilities and ensuring efficient communication. Define roles within teams such as product development, marketing, sales, and customer support. A flat organizational structure may be beneficial in a startup environment, promoting faster decision-making and encouraging innovation. As the business grows, be prepared to adapt and create more defined hierarchies or departments as necessary.
4. Performance Management: Implementing a robust performance management system will help you track employee progress and align individual objectives with company goals. Regular performance reviews can motivate employees and provide feedback on their contributions. Consider setting up key performance indicators (KPIs) that are specific to the automotive HUD market, such as product development timelines, quality assurance metrics, and customer satisfaction scores.
5. Company Culture: Cultivating a positive company culture is essential for employee retention and satisfaction. Foster an environment of open communication, where feedback is encouraged and employees feel valued. Incorporate team-building activities and celebrate small wins to enhance morale. A culture that prioritizes innovation and continuous improvement will attract talent who are passionate about automotive technology.
6. Legal Compliance and Employee Benefits: Ensure that your business complies with local labor laws and employment regulations. Draft clear employee contracts and policies that outline expectations, benefits, and workplace conduct. Offering competitive benefits, such as health insurance, retirement plans, and flexible work arrangements, can help attract top talent and reduce turnover.
7. Leadership and Vision: Strong leadership is key to guiding your team and steering the company toward its objectives. As a founder or manager, articulating a clear vision for the business and demonstrating commitment to that vision will inspire your team. Engage with employees by sharing the company’s goals, challenges, and successes, creating a sense of ownership and collective purpose. By prioritizing these aspects of human resources and management, you can build a skilled and motivated team capable of driving your automotive head-up display business to success.

In conclusion, launching a venture in the automotive head-up display market presents a promising opportunity for entrepreneurs willing to navigate its complexities. By understanding the technology, identifying your target audience, and staying attuned to industry trends, you can carve out a niche in this rapidly evolving field. Establishing strong partnerships with manufacturers and automotive suppliers, along with a robust marketing strategy, will be crucial to reaching potential customers effectively. As you embark on this journey, embracing innovation and prioritizing user experience will not only differentiate your product but also position your business for long-term success in a competitive landscape. With the right approach, the future of your head-up display business can be bright and impactful, contributing to the advancement of automotive technology and enhancing driver safety and convenience.

A business plan is a critical tool for businesses and startups for a number of reasons
Business Plans can help to articulate and flesh out the business’s goals and objectives. This can be beneficial not only for the business owner, but also for potential investors or partners
Business Plans can serve as a roadmap for the business, helping to keep it on track and on target. This is especially important for businesses that are growing and evolving, as it can be easy to get sidetracked without a clear plan in place.
Business plans can be a valuable tool for communicating the business’s vision to employees, customers, and other key stakeholders.
Business plans are one of the most affordable and straightforward ways of ensuring your business is successful.
Business plans allow you to understand your competition better to critically analyze your unique business proposition and differentiate yourself from the mark
et.Business Plans allow you to better understand your customer. Conducting a customer analysis is essential to create better products and services and market more effectively.
Business Plans allow you to determine the financial needs of the business leading to a better understanding of how much capital is needed to start the business and how much fundraising is needed.
Business Plans allow you to put your business model in words and analyze it further to improve revenues or fill the holes in your strategy.
Business plans allow you to attract investors and partners into the business as they can read an explanation about the business.
Business plans allow you to position your brand by understanding your company’s role in the marketplace.
Business Plans allow you to uncover new opportunities by undergoing the process of brainstorming while drafting your business plan which allows you to see your business in a new light. This allows you to come up with new ideas for products/services, business and marketing strategies.
Business Plans allow you to access the growth and success of your business by comparing actual operational results versus the forecasts and assumptions in your business plan. This allows you to update your business plan to a business growth plan and ensure the long-term success and survival of your business.

Many people struggle with drafting a business plan and it is necessary to ensure all important sections are present in a business plan:Executive Summary
Company Overview
Industry Analysis
Consumer Analysis
Competitor Analysis & Advantages
Marketing Strategies & Plan
Plan of Action
Management Team
The financial forecast template is an extensive Microsoft Excel sheet with Sheets on Required Start-up Capital, Salary & Wage Plans, 5-year Income Statement, 5-year Cash-Flow Statement, 5-Year Balance Sheet, 5-Year Financial Highlights and other accounting statements that would cost in excess of £1000 if obtained by an accountant.

The financial forecast has been excluded from the business plan template. If you’d like to receive the financial forecast template for your start-up, please contact us at info@avvale.co.uk . Our consultants will be happy to discuss your business plan and provide you with the financial forecast template to accompany your business plan.

To complete your perfect automotive head up display business plan, fill out the form below and download our automotive head up display business plan template. The template is a word document that can be edited to include information about your automotive head up display business. The document contains instructions to complete the business plan and will go over all sections of the plan. Instructions are given in the document in red font and some tips are also included in blue font. The free template includes all sections excluding the financial forecast. If you need any additional help with drafting your business plan from our business plan template, please set up a complimentary 30-minute consultation with one of our consultants.

With the growth of your business, your initial goals and plan is bound to change. To ensure the continued growth and success of your business, it is necessary to periodically update your business plan. Your business plan will convert to a business growth plan with versions that are updated every quarter/year. Avvale Consulting recommends that you update your business plan every few months and practice this as a process. Your business is also more likely to grow if you access your performance regularly against your business plans and reassess targets for business growth plans.