The commercial aviation industry is a dynamic and ever-evolving sector, characterized by its demand for innovation and comfort. As air travel continues to thrive, so does the need for high-quality aircraft seating solutions that meet both regulatory standards and passenger expectations. Starting a business in this niche market offers a unique opportunity for entrepreneurs to contribute to the enhancement of the flying experience while tapping into a potentially lucrative industry. This article will guide you through the essential steps and considerations necessary to establish a successful aircraft seating business, from understanding the market landscape and identifying customer needs to navigating regulatory requirements and managing production processes. Whether you are a seasoned professional in aviation or a passionate newcomer, this comprehensive guide will equip you with the knowledge to launch your venture and make a lasting impact in the world of commercial aviation.

The global market for commercial aviation aircraft seating is a significant segment of the broader aerospace industry, reflecting the ongoing growth and evolution of air travel. As of recent estimates, the market size for commercial aircraft seating is projected to reach approximately $6 billion by 2025, with a compound annual growth rate (CAGR) of around 5% from 2020 to 202
5. This expansion is driven by several factors, including the increasing demand for air travel, the need for fleet modernization, and the rising focus on passenger comfort and safety. The demand for new aircraft, particularly in emerging markets, is a key contributor to the market growth. Airlines are increasingly investing in new fleets to meet the growing passenger traffic, which has been buoyed by a rising middle class and globalization. Additionally, the trend towards retrofitting existing aircraft with modern seating solutions—such as lightweight materials that enhance fuel efficiency and innovative designs that improve passenger experience—is further fueling the market. Another significant aspect influencing the market is the emphasis on compliance with safety regulations and ergonomic designs. As airlines strive to provide a competitive edge, there is a growing focus on incorporating features such as increased legroom, advanced in-flight entertainment systems, and improved overall aesthetics in seating arrangements. Furthermore, the advent of low-cost carriers has led to a demand for more economical seating options without compromising safety and comfort. This shift is encouraging manufacturers to innovate and offer a diverse range of seating solutions tailored for different market segments, including economy, premium economy, business, and first-class cabins. As the industry continues to recover from the impacts of the COVID-19 pandemic, airlines are expected to ramp up their operations, leading to further investments in aircraft seating. The integration of sustainability initiatives, such as using eco-friendly materials and designing seats that minimize weight, is also becoming increasingly important, resonating with both airlines and environmentally conscious travelers. In summary, the commercial aviation aircraft seating market presents a robust opportunity for new entrants and existing businesses alike, driven by growth in air travel, innovation in seating technology, and a focus on passenger comfort and sustainability. As the aviation industry continues to evolve, those looking to enter this market will need to stay abreast of trends and demands to successfully establish and grow their aircraft seating business.

Identifying the target market is crucial for establishing a successful commercial aviation aircraft seating business. The primary clientele includes airlines, charter companies, and aircraft manufacturers, all of whom have specific requirements and preferences for aircraft seating solutions. Airlines form the backbone of the target market, as they continuously seek to optimize passenger comfort and maximize cabin efficiency. This includes both full-service carriers and low-cost airlines, each having distinct seating configurations and pricing strategies. Understanding the unique needs of these airlines—such as the demand for lightweight materials, space-saving designs, and customizable features—is essential for tailoring products that meet their operational goals. Charter companies represent another significant segment. These businesses often prioritize flexibility and luxury in their seating arrangements to attract high-paying customers. Therefore, developing seating solutions that can be easily reconfigured or upgraded is vital to appeal to this market. Additionally, partnerships with aircraft manufacturers can provide opportunities for direct integration of seating designs into new aircraft models. This market segment may also involve collaboration on research and development to innovate seating technologies that enhance safety, comfort, and sustainability. Furthermore, the market extends to the retrofitting sector, where existing aircraft require upgraded seating solutions as airlines look to refresh their fleets and improve passenger experience. This involves understanding regulatory standards and ensuring that new seating designs comply with aviation safety requirements. Finally, potential customers also include maintenance, repair, and overhaul (MRO) service providers who may require seating solutions for aircraft undergoing refurbishment. Engaging with this segment can offer additional avenues for sales and partnerships. In summary, a successful commercial aviation aircraft seating business must strategically target airlines, charter companies, aircraft manufacturers, and MRO providers, ensuring that products align with their specific needs and industry trends. Understanding the dynamics of these markets will be key to driving growth and establishing a strong foothold in the aviation seating industry.

When venturing into the commercial aviation aircraft seating business, selecting an effective business model is crucial for success. The chosen model should align with market demands, operational capabilities, and financial goals. Here are some viable business models to consider:
1. Manufacturing and Direct Sales: This traditional model involves designing, manufacturing, and selling aircraft seats directly to airlines, aircraft manufacturers, or leasing companies. This model requires significant investment in production facilities, compliance with aviation regulations, and quality assurance processes. However, it allows for greater control over design, production quality, and customer relationships.

2. Custom Design and Fabrication Services: In this model, the business focuses on custom solutions for airlines and aircraft manufacturers, providing tailored seating designs that meet specific client requirements. This could involve unique aesthetics, functionality, or ergonomic features. This model can command higher prices due to the bespoke nature of the service and the added value of customization.
3. Leasing and Financing: Offering seating solutions on a lease basis can attract airlines that prefer to avoid large upfront costs. This model involves acquiring or manufacturing seats and leasing them to airlines for a specified term. It provides a steady revenue stream and allows airlines to upgrade or modify their seating without significant capital expenditure.
4. Aftermarket Services: A business can focus on the aftermarket for aircraft seating, providing maintenance, refurbishment, and upgrade services for existing seats. This model can be lucrative, as airlines often seek to extend the life of their assets and enhance passenger experience without the cost of new seats.
5. Partnerships and Joint Ventures: Collaborating with established aircraft manufacturers or airlines can be an effective way to enter the market. By forming strategic partnerships, your business can leverage existing relationships, distribution channels, and technical expertise, reducing the risk associated with entering a competitive field.
6. Sustainability and Innovation Focus: With increasing attention on environmental impact, a business model centered around sustainable materials and innovative designs can differentiate your offering. This might involve using recycled materials, lightweight designs to enhance fuel efficiency, or advanced manufacturing techniques like 3D printing. Positioning as a leader in sustainability can attract eco-conscious airlines and customers.
7. Consulting and Advisory Services: Leveraging industry expertise can lead to opportunities in consulting for airlines looking to optimize their seating configurations, passenger comfort, and overall aircraft design. This model can supplement other revenue streams while establishing your business as a thought leader in the industry. Each of these models has its advantages and challenges. Conducting thorough market research to understand customer needs, competitive landscape, and regulatory requirements will help in selecting the best approach. Additionally, considering a hybrid model that combines elements from different strategies may provide flexibility and resilience in a dynamic market.

When considering the commercial aviation aircraft seating business, it is essential to understand the competitive landscape that shapes this industry. The market is characterized by several key players, including established manufacturers, emerging startups, and suppliers of specialized materials and technologies. Major companies like Boeing, Airbus, and Bombardier not only design and manufacture aircraft but also play a significant role in the seating sector, often integrating their own seat designs into their aircraft. These manufacturers have considerable resources, extensive industry experience, and established relationships with airlines, which can pose a significant barrier to entry for new entrants. Additionally, companies like Zodiac Aerospace, Recaro, and Safran Seats are prominent competitors that specialize specifically in aircraft seating solutions. They have a strong foothold in the market due to their reputation for quality, innovation, and compliance with stringent safety regulations. The competitive landscape is also influenced by the increasing demand for passenger comfort and the evolving preferences of airlines and passengers alike. As airlines seek to differentiate themselves in a crowded market, there is a growing trend towards custom-designed seating that enhances the passenger experience, such as lie-flat seats, premium economy options, and smart seating solutions equipped with technology for entertainment and connectivity. This trend presents opportunities for new entrants to innovate and capture niche markets. Moreover, the rise of low-cost carriers has led to increased competition among seating providers, as these airlines often prioritize cost-efficiency over luxury features. This shift has encouraged manufacturers to develop lightweight, space-efficient seating that meets regulatory standards while remaining affordable. As a result, companies that can balance affordability with quality and innovation will have an edge in this competitive landscape. Additionally, sustainability has become a crucial factor, with many airlines and manufacturers looking to minimize their environmental impact. This focus on eco-friendly materials and sustainable manufacturing processes is reshaping competitive dynamics, as companies that prioritize environmentally conscious practices may gain favor with modern airlines and consumers. In summary, entering the commercial aviation aircraft seating market involves navigating a complex competitive landscape filled with established players, evolving consumer preferences, cost pressures, and a push for sustainability. Success in this arena will require strategic innovation, strong partnerships, and an acute awareness of industry trends and challenges.

Starting a commercial aviation aircraft seating business involves navigating a complex landscape of legal and regulatory requirements. These rules are essential to ensure safety, compliance, and operational integrity within the aviation industry. Here are the key areas to consider:
1. Licensing and Certification: Before commencing operations, it is crucial to obtain the necessary licenses and certifications. In the United States, the Federal Aviation Administration (FAA) regulates all aspects of civil aviation, including the manufacture of aircraft components. Your business may need to secure a Parts Manufacturer Approval (PMA) if you are producing seating systems. This involves demonstrating that your products meet stringent safety and quality standards.

2. Quality Management Systems: Implementing a robust quality management system is vital for compliance with industry standards. The International Organization for Standardization (ISO) 9001 certification is often beneficial, as it demonstrates an effective quality management system. For businesses focused on aviation, achieving AS9100 certification, which is tailored for aerospace manufacturing, can further enhance credibility and compliance.
3. Material Compliance: Aircraft seating must comply with specific material regulations, particularly regarding fire safety, durability, and weight. Materials used in seating must meet FAA regulations (e.g., 14 CFR Part 25.853 for flammability standards) and must often be tested and documented to ensure they are suitable for aviation use.
4. Environmental Regulations: Compliance with environmental laws is also critical. Depending on your location, you may need to adhere to regulations governing emissions and waste management. The Environmental Protection Agency (EPA) sets guidelines that may affect manufacturing processes, particularly concerning the use of chemicals and materials that can impact air quality.
5. Export Controls and Trade Regulations: If you plan to export seating systems, it’s important to be aware of export controls. The Bureau of Industry and Security (BIS) oversees the export of items that may have military applications or are subject to trade restrictions. Understanding the International Traffic in Arms Regulations (ITAR) and the Export Administration Regulations (EAR) is essential for compliance.
6. Health and Safety Regulations: Ensuring the safety of your employees and adhering to Occupational Safety and Health Administration (OSHA) regulations is mandatory. This includes providing a safe working environment, proper training, and protective equipment for workers involved in manufacturing and assembly processes.
7. Intellectual Property Protection: Protecting your innovations through intellectual property rights is crucial. Consider applying for patents for unique seating designs or technologies, and ensure that you are not infringing upon existing patents. Engaging with a legal professional who specializes in intellectual property can help safeguard your business’s innovations.
8. Contracts and Agreements: Establishing clear contracts with suppliers, manufacturers, and customers is essential. These agreements should outline terms related to delivery, quality standards, liability, and confidentiality. It’s advisable to work with a legal professional to draft contracts that protect your interests and mitigate risks.
9. Insurance Requirements: Obtaining the appropriate insurance coverage is essential for any business in the aviation sector. This may include general liability insurance, product liability insurance, and workers' compensation insurance. Understanding the specific risks associated with manufacturing and selling aviation seating will help determine the necessary coverage. By addressing these legal and regulatory requirements thoroughly, you can establish a solid foundation for your commercial aviation aircraft seating business, ensuring compliance and fostering trust with customers and partners in the aviation industry.

Starting a commercial aviation aircraft seating business requires a significant investment in resources, technology, and skilled labor. Therefore, understanding the available financing options is crucial for entrepreneurs looking to enter this competitive market. Here are several financing avenues to consider:
1. Self-Funding: Many entrepreneurs start by using personal savings or funds from family and friends. This option allows for complete control over the business without the need to share equity or incur debt. However, it carries personal financial risk, so it’s essential to assess your financial situation carefully.

2. Bank Loans: Traditional bank loans are a common financing option for small to medium-sized businesses. By presenting a solid business plan and demonstrating cash flow projections, entrepreneurs can secure loans to cover startup costs, equipment purchases, and operational expenses. Interest rates and repayment terms vary, so it's important to shop around for the best deal.
3. SBA Loans: The U.S. Small Business Administration (SBA) offers loan programs that can help entrepreneurs obtain financing with favorable terms. These loans often have lower interest rates and longer repayment periods compared to conventional loans. The SBA also provides resources and guidance for business planning, which can be beneficial when starting a new venture.
4. Angel Investors: Attracting angel investors can be an effective way to secure capital. These individuals are often willing to invest in promising startups in exchange for equity or convertible debt. To appeal to angel investors, it’s vital to have a compelling business model and a clear path to profitability.
5. Venture Capital: For businesses with high growth potential, seeking venture capital may be a viable option. Venture capitalists invest larger sums of money in exchange for equity and typically expect significant returns on their investments. This route often involves giving up some control of the business, so careful consideration is necessary.
6. Crowdfunding: Platforms like Kickstarter or Indiegogo allow entrepreneurs to raise funds from a large number of people, usually in exchange for rewards or early access to products. Crowdfunding not only provides capital but also helps validate the business idea by gauging public interest before launching.
7. Grants and Competitions: Various governmental and private organizations offer grants and business competitions aimed at supporting innovative startups. These funds do not require repayment, making them an attractive option. Research local, state, and federal programs that may provide grants specifically for the aviation industry or manufacturing sectors.
8. Leasing Equipment: Instead of purchasing costly machinery outright, consider leasing equipment. This approach can help manage cash flow while still acquiring the necessary tools for production. Leasing often includes maintenance and support, which can further reduce initial costs. Each financing option comes with its own set of advantages and challenges. A well-structured business plan, complete with financial projections and market analysis, will be essential in attracting potential investors or lenders. By exploring multiple avenues and strategically combining them, entrepreneurs can successfully fund their commercial aviation aircraft seating business.

To successfully launch a commercial aviation aircraft seating business, an effective marketing and sales strategy is essential. Here are key components to consider:
1. Market Research and Target Audience: Begin by conducting thorough market research to identify the current landscape of the aviation seating industry. Understand the needs and preferences of your target customers, which may include airlines, aircraft manufacturers, and leasing companies. Analyze competitors to identify gaps in the market that your business can fill.

2. Brand Positioning: Develop a strong brand identity that communicates your unique value proposition. Highlight aspects such as innovative design, comfort, durability, and compliance with safety regulations. Position your brand as a leader in quality and customer service to attract potential clients.
3. Networking and Industry Partnerships: Build relationships within the aviation sector by attending industry trade shows, conferences, and networking events. Establish connections with airline executives, aircraft manufacturers, and suppliers. Partnering with established players in the industry can provide credibility and open doors to new business opportunities.
4. Digital Marketing: Utilize digital marketing strategies to reach a broader audience. Create a professional website showcasing your products, services, and case studies. Implement search engine optimization (SEO) to improve online visibility. Use social media platforms like LinkedIn to engage with industry professionals and share relevant content that positions your business as an authority in aircraft seating.
5. Sales Strategy: Develop a comprehensive sales strategy that includes direct sales, partnerships, and distribution channels. Consider forming a dedicated sales team that understands the aviation industry and can build relationships with key decision-makers. Utilize a consultative sales approach to understand customer needs and tailor solutions accordingly.
6. Product Demonstrations and Trials: Offer potential clients the opportunity to experience your seating products firsthand. This could involve providing samples for testing or arranging demonstrations at industry events. Demonstrating the comfort, functionality, and innovation of your products can significantly influence purchasing decisions.
7. Customer Relationship Management: Implement a customer relationship management (CRM) system to track interactions with clients and manage leads effectively. Maintain regular communication with prospects and existing customers to build loyalty and encourage repeat business. Providing excellent customer service and support can lead to positive referrals and word-of-mouth marketing.
8. Regulatory Compliance and Certification: Ensure that your products meet all necessary regulatory standards and obtain relevant certifications. Highlighting compliance can be a strong selling point, as airlines and manufacturers prioritize safety and reliability.
9. Feedback and Continuous Improvement: Solicit feedback from customers and industry experts to continually refine and improve your products and services. Adapting to changing market demands and staying ahead of trends will help maintain a competitive edge. By implementing these strategies, your commercial aviation aircraft seating business can establish a strong presence in the market, attract clients, and drive growth.

When starting a commercial aviation aircraft seating business, efficient operations and logistics are crucial to ensuring the successful design, manufacture, and distribution of high-quality seating products. This involves several key components:
1. Supply Chain Management: Establishing a robust supply chain is fundamental. This includes sourcing materials such as lightweight composites, fabrics, and metals that meet aviation standards. Develop relationships with reliable suppliers for high-quality materials at competitive prices. Consider geographic proximity to suppliers to minimize lead times and transportation costs.

2. Manufacturing Facilities: Choose a location for your manufacturing facility that is accessible to transportation networks and skilled labor. The facility should be equipped with advanced machinery and technology to ensure precision in manufacturing. Implement lean manufacturing principles to optimize processes, reduce waste, and improve efficiency.
3. Quality Control: Implement rigorous quality control measures throughout the manufacturing process. Adhere to industry standards such as FAA regulations and EASA certification requirements. Regularly test materials and finished products to ensure they meet safety and performance criteria. Establish a feedback loop to continuously improve manufacturing practices based on quality assessments.
4. Inventory Management: Develop an effective inventory management system to track raw materials, work-in-progress, and finished goods. Utilize software solutions that provide real-time data on inventory levels, helping to avoid overstocking or stockouts. This system should also integrate with production schedules to ensure timely availability of components for assembly.
5. Logistics and Distribution: Organize a logistics strategy for the distribution of seating products to airlines and aircraft manufacturers. This may involve working with freight companies to handle shipping logistics, ensuring compliance with international shipping regulations, and managing customs clearance for international orders. Timely delivery is critical in the aviation industry, so establish clear timelines and communication channels with your logistics partners.
6. Customer Relationship Management: Develop strong relationships with customers, including airlines and aircraft manufacturers. Provide excellent customer service and support, from initial inquiries through the delivery and installation of seating products. Collect feedback to refine your offerings and maintain long-term partnerships.
7. Sustainability Practices: Incorporate sustainable practices in your operations, such as using eco-friendly materials and energy-efficient manufacturing processes. This not only helps in compliance with increasing regulatory demands but also appeals to environmentally conscious customers.
8. Regulatory Compliance: Stay informed about aviation regulations and standards that affect seating specifications and safety. Ensure that all operations, from design to manufacturing, comply with local and international aviation authorities. Regularly review and update compliance practices as regulations evolve. By focusing on these operational and logistical aspects, a commercial aviation aircraft seating business can position itself for success in a competitive market, delivering superior products that meet the needs of airlines and enhancing passenger comfort and safety.

Establishing a commercial aviation aircraft seating business requires a well-structured approach to human resources and management, as the success of the venture heavily relies on the people involved and the organizational framework in place. Talent Acquisition and Development The first step in building a successful team is identifying the key roles necessary for the operation. This includes engineers with expertise in aerospace design, production managers, quality assurance specialists, compliance officers, and sales and marketing professionals. Given the technical nature of the industry, a thorough recruitment process is essential to attract skilled individuals who possess the necessary qualifications and experience. Once the team is in place, investing in ongoing training and development is crucial. The aviation sector is constantly evolving with new regulations and technological advancements. Regular training sessions and workshops can help employees stay updated on industry standards, safety protocols, and innovative design techniques. Establishing a mentorship program can also foster knowledge transfer and skill enhancement among staff. Organizational Structure A clear organizational structure will facilitate effective communication and streamline decision-making processes. Defining roles and responsibilities helps to avoid overlaps and ensures accountability. Typically, a hierarchical structure may include a management team overseeing various departments such as R&D, production, sales, and customer service. Regular meetings should be scheduled to promote collaboration across departments, ensuring that everyone is aligned with the company’s goals and objectives. Culture and Employee Engagement A positive work culture is fundamental to attracting and retaining top talent. Fostering an inclusive environment where employees feel valued and empowered can lead to higher job satisfaction and productivity. Implementing feedback mechanisms, such as employee surveys and suggestion boxes, can provide insights into employee morale and areas for improvement. Encouraging teamwork and recognizing individual contributions can boost motivation. Celebrating successes, both big and small, helps to create a sense of belonging and loyalty among staff. Additionally, offering competitive salaries and benefits, along with flexible work arrangements, can further enhance employee engagement. Compliance and Safety Management In the aviation industry, compliance with safety regulations is paramount. Human resources must ensure that employees are trained in safety standards and that the company adheres to all relevant certifications and inspections. This involves creating a comprehensive compliance program that includes regular audits, employee training on safety protocols, and a clear reporting structure for safety concerns. Performance Management Establishing a robust performance management system is vital for measuring employee effectiveness and aligning individual goals with the company’s strategic objectives. This can include setting clear performance metrics, conducting regular performance reviews, and providing constructive feedback. Recognizing high performers and offering opportunities for advancement can contribute to a motivated workforce. In summary, a successful commercial aviation aircraft seating business hinges on effective human resource management and leadership practices. By focusing on talent acquisition, fostering a positive culture, ensuring compliance, and implementing performance management strategies, the business can position itself for long-term success in a competitive market.

In conclusion, embarking on a venture in the commercial aviation aircraft seating business presents a unique opportunity to contribute to an essential aspect of the aviation industry. By understanding the market landscape, identifying key stakeholders, and adhering to regulatory standards, entrepreneurs can carve out a niche in this competitive field. Fostering relationships with airlines, manufacturers, and design firms will be crucial to gaining insights and securing contracts. Additionally, embracing innovation and sustainability will not only enhance your product offerings but also align your business with the evolving demands of the industry. With careful planning, strategic partnerships, and a commitment to quality, your commercial aviation seating business can thrive and play a vital role in enhancing passenger comfort and safety in the skies.

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 commercial aviation aircraft seating business plan, fill out the form below and download our commercial aviation aircraft seating business plan template. The template is a word document that can be edited to include information about your commercial aviation aircraft seating 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.