In today’s digital landscape, the demand for seamless communication solutions has reached unprecedented levels. As businesses and individuals alike seek to enhance their connectivity through innovative technologies, the concept of Communications Platform as a Service (CPaaS) has emerged as a game-changer. This model not only allows developers to integrate communication features such as voice, video, and messaging into their applications but also provides organizations with the flexibility and scalability they need to thrive in a competitive market. If you're considering venturing into this dynamic industry, understanding the key components and strategies for launching a successful CPaaS business is essential. From identifying your target market and building a robust technological infrastructure to navigating regulatory challenges and developing a sustainable business model, this guide will equip you with the insights needed to turn your vision into reality. Whether you’re a seasoned entrepreneur or a newcomer to the tech world, now is the perfect time to explore the opportunities within this burgeoning sector.

The global market for Communications Platform as a Service (CPaaS) has been experiencing significant growth, driven by the increasing demand for integrated communication solutions across various industries. In 2022, the CPaaS market was valued at approximately $6 billion and is projected to reach around $20 billion by 2027, reflecting a compound annual growth rate (CAGR) of over 25%. This growth is fueled by the rapid digital transformation businesses are undergoing, which necessitates more flexible and scalable communication options. As enterprises seek to enhance customer engagement and streamline operations, CPaaS offers a versatile solution that allows for the integration of voice, video, messaging, and other communication functionalities into existing applications without the need for extensive infrastructure. The rise of remote work and the increasing reliance on cloud-based services have further accelerated the adoption of CPaaS. Organizations are leveraging these platforms to improve collaboration among teams and enhance customer interactions through personalized communication channels. Additionally, the proliferation of smartphones and the growing popularity of messaging apps are pushing businesses to adopt CPaaS solutions that can seamlessly integrate with these technologies. Key players in the CPaaS market include Twilio, Vonage, and Nexmo, which are continuously innovating and expanding their service offerings. The competitive landscape is marked by a mix of established telecom providers and agile startups, all vying to capture market share in this burgeoning sector. Geographically, North America holds a significant share of the CPaaS market, driven by the presence of major technology companies and a high level of investment in digital communication solutions. However, regions such as Asia-Pacific are expected to witness the fastest growth, as businesses in emerging markets increasingly seek to adopt advanced communication technologies to enhance their operational efficiency. In summary, the CPaaS market presents a substantial opportunity for entrepreneurs and businesses looking to enter the communications sector. With the ongoing trends of digitalization and the demand for more effective communication tools, starting a CPaaS business could position you strategically in a rapidly expanding marketplace.

Identifying the target market is a crucial step in launching a Communications Platform as a Service (CPaaS) business. This market consists of various segments that can benefit from enhanced communication capabilities. Firstly, small and medium-sized enterprises (SMEs) represent a significant portion of the target market. These businesses often seek cost-effective solutions to improve customer engagement, streamline internal communications, and enhance overall operational efficiency. By offering scalable services that can grow with their needs, CPaaS providers can attract this segment. Another key audience is larger enterprises looking to integrate advanced communication tools into their existing systems. These organizations typically require robust, customizable solutions that can support complex workflows, data security, and compliance with industry regulations. Targeting this segment involves showcasing the platform's flexibility and capability to integrate with existing enterprise systems. Additionally, industries such as healthcare, finance, and e-commerce are prime targets due to their high demand for reliable and secure communication channels. In healthcare, for example, CPaaS can facilitate telemedicine solutions, appointment reminders, and patient engagement. In finance, secure messaging and notifications are essential for compliance and customer service. E-commerce businesses benefit from real-time communications for order updates and customer support. Finally, developers and startups looking to build communication capabilities into their applications represent another important market segment. By providing APIs and SDKs, CPaaS businesses can attract these tech-savvy customers who are eager to innovate and enhance their offerings with integrated communication solutions. Understanding these diverse segments allows CPaaS providers to tailor their marketing strategies, product features, and customer support to meet the unique needs of each group, ultimately driving growth and customer satisfaction.

When considering the launch of a communications platform as a service (CPaaS) business, it's crucial to establish a robust and sustainable business model. The right model will not only guide your operational strategy but also help in attracting investors and customers. Here are several viable business models that can be adopted:
1. Subscription-Based Model: This is a popular model where customers pay a recurring fee to access the service. It can be structured around different tiers of service, offering various features based on the price point. For example, small businesses might opt for a basic plan with essential functionalities, while larger enterprises may choose premium plans that include advanced analytics, integrations, and higher usage limits.

2. Pay-As-You-Go Model: In this model, customers are charged based on their actual usage of the platform, such as the number of messages sent, calls made, or minutes consumed. This approach is attractive for businesses that prefer flexibility and wish to avoid committing to a fixed monthly cost. It allows users to scale their usage according to their needs, making it particularly appealing for startups and smaller companies.
3. Freemium Model: This model offers basic services for free, with the option to upgrade to paid features. The free tier can serve as a powerful marketing tool to attract users, who may later convert to paying customers once they see the value in the additional features. This approach is often used to build a large user base quickly, but it requires a strategic plan to ensure that the conversion rate from free to paid is sufficient to sustain the business.
4. Enterprise Licensing: For larger organizations, offering enterprise licensing can be an effective approach. In this model, businesses pay a one-time fee or an annual subscription for a bulk license that allows them to use the platform across their entire organization. This model can be particularly lucrative if your platform offers customization options and dedicated support services tailored to the specific needs of large enterprises.
5. Revenue Share Partnerships: Partnering with other businesses, such as telecom providers or software platforms, can create additional revenue streams. In this model, your CPaaS solution can be integrated into another service, and you earn a percentage of the revenue generated from the combined offering. This not only expands your market reach but also adds value to your partners' services.
6. Marketplace Model: If your platform allows third-party developers to create applications or integrations, consider building a marketplace. Developers can charge for their services or applications, and you can take a percentage of each transaction. This model fosters innovation and expands your service offerings without the need for heavy investment in development.
7. API Usage Fees: If your platform provides APIs for developers to build on, you can charge for API usage. This could be based on the number of API calls made or a monthly fee for access to certain API functionalities. This model allows developers to leverage your platform to enhance their own services, creating a symbiotic relationship. Each of these business models has its advantages and challenges, and the best choice will depend on your target market, the specific services you offer, and your overall business strategy. It’s essential to conduct thorough market research and align your model with customer needs to ensure sustainable growth in the competitive CPaaS landscape.

The competitive landscape for launching a communications platform as a service (CPaaS) business is dynamic and multifaceted, shaped by established players and emerging startups. Understanding this landscape is crucial for new entrants looking to carve out a niche and gain market traction. At the forefront of the CPaaS market are several well-known companies that have built strong reputations and extensive customer bases. Leading providers like Twilio, Nexmo (now part of Vonage), and Plivo offer comprehensive APIs that facilitate messaging, voice, and video functionalities. These companies have established a robust ecosystem, providing developers with the tools needed to integrate communications into their applications seamlessly. Their large-scale operations and extensive documentation make it challenging for newcomers to compete solely on features and functionality. In addition to established giants, numerous niche players and startups are emerging, each trying to differentiate themselves through unique offerings or specialized services. For example, some companies focus on specific industries, such as healthcare or finance, tailoring their solutions to meet regulatory requirements and industry-specific needs. Others may emphasize user experience, providing more intuitive interfaces or superior customer support to attract smaller businesses or less tech-savvy users. The market is also witnessing a trend toward consolidation, with larger companies acquiring smaller firms to expand their capabilities and market reach. This trend can create both opportunities and challenges for new entrants—while they may face stiff competition from well-funded entities, strategic partnerships or acquisitions can also provide a pathway to growth. Furthermore, the rise of global communication needs has led to increased competition from international providers that can offer services tailored to various regional markets. These players may have local insights that allow them to better serve specific demographic segments or comply with local regulations. Emerging technologies, such as artificial intelligence and machine learning, are also reshaping the competitive landscape. Companies that leverage these technologies to enhance their platforms—offering features like intelligent routing, real-time analytics, or enhanced security—can gain a significant advantage over traditional offerings. In this rapidly evolving environment, new CPaaS businesses must not only identify their unique value proposition but also remain agile and responsive to market shifts, customer feedback, and technological advancements. By understanding the competitive landscape, aspiring entrepreneurs can better position their offerings and develop strategies to attract and retain customers in a crowded marketplace.

When establishing a communications platform as a service (CPaaS) business, it is crucial to navigate the complex landscape of legal and regulatory requirements. These requirements can vary significantly based on the geographical location of your operations, the nature of your services, and the type of data you handle. Here are essential considerations to keep in mind:
1. Business Structure and Registration: First, choose an appropriate business structure, such as a sole proprietorship, LLC, or corporation. Register your business with the relevant state or national authorities to obtain the necessary licenses and permits, which may include a general business license, tax identification number, and any specific telecommunications licenses required in your jurisdiction.

2. Telecommunications Regulations: CPaaS businesses must comply with telecommunications regulations set forth by national and local regulatory bodies, such as the Federal Communications Commission (FCC) in the United States. These regulations may involve obtaining licenses for providing voice services, adhering to quality of service standards, and ensuring compliance with rules regarding the provision of emergency services.
3. Data Privacy and Protection: Given the sensitive nature of communications data, compliance with data protection laws is paramount. In the United States, this could mean adhering to the Telephone Consumer Protection Act (TCPA) and the Communications Act. In the European Union, the General Data Protection Regulation (GDPR) sets strict guidelines on data processing, requiring businesses to implement measures to protect personal data and inform users about their rights. Understanding and implementing necessary data privacy policies are essential to avoid legal pitfalls.
4. Compliance with Industry Standards: Depending on your target market, you may need to comply with specific industry standards such as the Payment Card Industry Data Security Standard (PCI DSS) if your platform handles payments. Additionally, adhering to standards set by organizations like the Internet Engineering Task Force (IETF) and the International Telecommunication Union (ITU) can enhance the credibility and security of your services.
5. Consumer Protection Laws: Ensure compliance with consumer protection laws that govern how you market and sell your services. This includes clear communication about service terms, pricing, and any limitations. Transparency is essential to avoid misleading customers, which can lead to legal challenges.
6. Intellectual Property Considerations: Protect your innovations and branding through intellectual property rights. This includes securing trademarks for your brand and copyrights for your software and content. Additionally, be aware of any patents that may affect your technology to avoid infringement.
7. Terms of Service and Privacy Policy: Draft clear and comprehensive terms of service and privacy policy documents. These should outline the rights and responsibilities of both your business and your customers, including how you handle user data, service availability, and dispute resolution mechanisms.
8. Accessibility Compliance: Ensure that your platform complies with accessibility standards such as the Web Content Accessibility Guidelines (WCAG). This is not just a regulatory requirement in some jurisdictions but also a best practice to ensure that your service is available to all users, including those with disabilities.
9. Ongoing Compliance Monitoring: The regulatory landscape is continuously evolving, especially in the technology sector. Establish a process for ongoing monitoring of legal and regulatory changes that may affect your business operations. This may involve consulting with legal experts or compliance specialists to ensure that your business remains compliant over time. By carefully considering and addressing these legal and regulatory requirements, you can establish a solid foundation for your communications platform as a service business, minimizing risks and enhancing your credibility in the market.

When launching a communications platform as a service (CPaaS) business, securing adequate financing is crucial to cover initial costs, develop the platform, and sustain operations until profitability is achieved. Entrepreneurs can explore several financing options, each with its own advantages and considerations. Bootstrapping: Many founders choose to fund their startups through personal savings or revenue generated from early customers. This approach allows for greater control and ownership, avoiding the complexities of external financing. However, it may limit growth potential if personal funds are insufficient. Friends and Family: Tapping into personal networks can provide a quick source of capital. While this option can be less formal and more flexible, it’s essential to approach these arrangements professionally to avoid straining personal relationships. Angel Investors: Seeking investment from angel investors—high-net-worth individuals who provide capital in exchange for equity—can be a viable option for early-stage CPaaS businesses. Angels often bring valuable industry experience and connections, helping to guide the startup's growth. Venture Capital: For startups looking to scale rapidly, venture capital (VC) funding may be appropriate. VC firms invest larger sums of money in exchange for equity, typically with the expectation of high returns within a few years. This can provide the necessary resources to enhance product development and marketing efforts but may also result in a loss of some control over company decisions. Crowdfunding: Platforms like Kickstarter, Indiegogo, or equity crowdfunding sites allow entrepreneurs to raise capital from a large number of individuals. This method not only helps secure funds but also serves as a marketing tool to build a community around the product before its official launch. Grants and Competitions: Various government programs, non-profits, and startup competitions offer grants or cash prizes to innovative businesses. These funds do not require repayment and can provide significant support, though they are often competitive and may come with specific eligibility criteria. Bank Loans: Traditional loans from banks can be used to finance a CPaaS business, particularly if the founders have a solid credit history and a detailed business plan. While this option provides capital without giving up equity, it requires regular repayments and may come with high-interest rates. Strategic Partnerships: Forming alliances with established companies in the telecommunications or software sectors can provide not only funding but also access to resources and expertise. Such partnerships can enhance credibility and market presence while sharing the financial burden. Each financing option has its unique implications for control, repayment, and growth potential. Entrepreneurs should carefully evaluate their business model, growth projections, and personal risk tolerance when determining the best funding strategy for their CPaaS venture.

When launching a communications platform as a service (CPaaS) business, crafting effective marketing and sales strategies is crucial to gaining traction in a competitive landscape. Here are key approaches to consider:
1. Identify Target Audience: Begin by clearly defining your target market. This could include small and medium-sized businesses, enterprises, or specific industries like healthcare, finance, or e-commerce. Understanding their unique communication needs will help tailor your messaging and solutions.

2. Value Proposition Development: Develop a compelling value proposition that highlights the unique benefits of your CPaaS offering. Focus on how your platform enhances communication efficiency, reduces costs, or integrates seamlessly with existing systems. Use case studies and testimonials to illustrate real-world applications and successes.
3. Content Marketing: Create informative content that positions your business as a thought leader in the communications space. This can include blogs, whitepapers, webinars, and video tutorials that address common challenges and demonstrate how your platform can solve them. SEO-optimized content will help drive organic traffic to your website.
4. Social Media Engagement: Leverage social media platforms to reach your audience and foster engagement. Share valuable insights, industry news, and updates about your platform. Use targeted advertising to reach specific demographics, and consider platforms like LinkedIn for B2B outreach.
5. Partnerships and Integrations: Form strategic partnerships with other technology providers or service vendors that complement your offering. This can expand your reach and enhance your service capabilities. Highlight these integrations in your marketing efforts to attract potential users looking for comprehensive solutions.
6. Free Trials and Demos: Offer free trials or interactive demos of your platform to allow potential customers to experience its benefits firsthand. This hands-on approach can significantly increase conversion rates, as users can see how your solution meets their needs in real-time.
7. Email Marketing Campaigns: Build an email list to engage with prospects and existing customers. Develop targeted campaigns that inform recipients about product updates, success stories, and tips for maximizing the use of your platform. Personalized communication can enhance customer relationships and drive retention.
8. Sales Team Training: Equip your sales team with in-depth knowledge of your product and the communications industry. Provide them with resources to address common objections, showcase features, and articulate the ROI of using your platform. A well-trained team is essential for effective customer acquisition.
9. Customer Support and Community Building: Invest in robust customer support to assist users and gather feedback for continuous improvement. Additionally, fostering a community around your platform through forums or user groups can enhance customer loyalty and encourage word-of-mouth referrals.
10. Performance Metrics and Adaptation: Regularly measure the effectiveness of your marketing and sales strategies using key performance indicators (KPIs). Analyze data to understand user behavior and preferences, and be prepared to adapt your approach based on insights gained. By implementing these strategies, you can effectively position your CPaaS business in the market, attract customers, and drive sustainable growth.

When launching a communications platform as a service (CPaaS) business, effective operations and logistics are crucial for ensuring reliability, scalability, and customer satisfaction. Here are the key components to consider: Infrastructure Setup Begin by selecting the right technology stack. This involves choosing cloud service providers that can handle the demands of real-time communications, such as AWS, Google Cloud, or Microsoft Azure. You'll need to evaluate their offerings for scalability, reliability, and geographic reach to minimize latency and ensure high availability. Setting up redundant systems and failover protocols will also help safeguard against downtime. API Development and Management Central to a CPaaS business is the development of robust APIs that allow clients to integrate communication functionalities into their applications seamlessly. Invest in a skilled development team to create comprehensive documentation, SDKs (software development kits), and user-friendly interfaces. A well-designed API will enhance user experience and facilitate easier integration for your clients. Security and Compliance Given the sensitivity of communication data, implementing stringent security measures is vital. This includes encryption protocols for data in transit and at rest, as well as compliance with industry regulations such as GDPR, HIPAA, or CCPA. Regular security audits and vulnerability assessments should be part of your operational routine to maintain a secure environment. User Support and Customer Service Establishing a dedicated support team is essential for addressing client inquiries and troubleshooting issues. Offer multiple channels for support, including live chat, email, and phone support. Consider creating a knowledge base or FAQ section to empower users to find solutions independently. Training your support team on both technical aspects and customer service will ensure a positive experience for clients. Performance Monitoring and Analytics Implementing monitoring tools to track the performance of your platform is critical. Analyze metrics such as call quality, message delivery rates, and system uptime to identify areas for improvement. Use analytics to provide insights to your clients, helping them to optimize their usage of the platform and improve their own customer interactions. Scalability and Load Balancing As your business grows, so will the demand on your platform. Designing your infrastructure to be scalable from the outset will allow you to handle increased traffic without compromising performance. Utilize load balancing techniques to distribute traffic evenly across servers, ensuring that no single point becomes a bottleneck. Partnerships and Integrations Consider forming strategic partnerships with other technology providers to enhance your service offerings. Collaborations with CRM systems, marketing platforms, or other SaaS solutions can provide added value to your clients and position your CPaaS as a comprehensive communication solution. Billing and Subscription Management Implement a flexible billing system that supports various pricing models, such as pay-as-you-go, subscription tiers, or enterprise agreements. This will accommodate the diverse needs of your client base. Ensure that your system can handle invoicing, payment processing, and account management efficiently. Feedback Loop and Iteration Establish a feedback mechanism to gather insights from users about their experience with the platform. Regularly update your offerings based on user feedback to enhance functionality and user satisfaction. This iterative approach will help you stay competitive and responsive to market needs. By focusing on these operational and logistical aspects, you can build a solid foundation for your communications platform as a service business, paving the way for growth and success in the ever-evolving landscape of digital communication.

When embarking on the journey of establishing a communications platform as a service (CPaaS) business, effective human resources and management strategies are crucial for success. The dynamic nature of the tech industry, particularly in the realm of communications, requires a team that is not only skilled but also adaptable and innovative. Here are key considerations for building a strong HR framework and management structure for your CPaaS venture. Talent Acquisition and Development Recruiting the right talent is fundamental. Focus on hiring individuals with expertise in software development, telecommunications, user experience (UX) design, and customer support. In addition to technical skills, prioritize candidates who demonstrate a passion for communication technologies and a commitment to continuous learning. Implementing an effective onboarding process will help new hires acclimate to the company culture and understand the technical aspects of the platform quickly. Investing in ongoing training and professional development is essential. As the communications landscape evolves, so too must your team’s skills. Regular workshops, online courses, and attendance at industry conferences can keep your staff updated on the latest trends and technologies. Encourage a culture of knowledge sharing where employees can learn from one another, fostering innovation and collaboration. Creating a Collaborative Culture A collaborative work environment is vital for a CPaaS business, where cross-functional teams need to work closely to develop and enhance the platform. Establishing clear communication channels and promoting transparency within the organization can help break down silos. Regular team meetings, brainstorming sessions, and project updates can encourage input from all team members, leading to more creative solutions and a stronger sense of ownership over the product. Additionally, implement tools that facilitate remote collaboration, especially if you have a distributed workforce. Utilizing project management software, communication tools, and shared documentation platforms can enhance productivity and ensure that everyone is aligned on project goals. Performance Management and Feedback Developing a robust performance management system is essential for driving accountability and growth within your team. Set clear, measurable objectives that align with the overall business goals. Regularly review employee performance through structured evaluations and provide constructive feedback. Recognizing and rewarding high performers can boost morale and motivate the team to strive for excellence. Encourage a feedback-rich environment where employees feel comfortable sharing their thoughts on processes and products. Implementing 360-degree feedback systems can provide valuable insights into team dynamics and areas for improvement. Leadership and Strategic Direction Strong leadership is vital in guiding your CPaaS business through the challenges of startup growth. Leaders should embody the company’s vision and values, inspiring their teams to work towards common goals. Establishing clear roles and responsibilities ensures that everyone understands their contributions to the company’s success. Strategic management practices should include regular assessment of market trends, customer needs, and competitive positioning. This analysis will inform decision-making and help pivot the business model as needed. Creating an agile management structure allows your team to respond quickly to changes in the market, fostering resilience and adaptability. Diversity and Inclusion Prioritize diversity and inclusion within your workforce. A diverse team brings a variety of perspectives, which can lead to more innovative solutions and a better understanding of a global customer base. Implement hiring practices that promote inclusivity and ensure that all employees feel valued and heard. Incorporating diversity training and creating employee resource groups can further enhance your workplace culture, making it more conducive to collaboration and creativity. By strategically focusing on human resources and management, you can build a talented, engaged, and motivated team that drives the success of your communications platform as a service business.

In conclusion, launching a communications platform as a service business requires careful planning, a deep understanding of your target market, and a commitment to delivering value through innovative technology. By identifying a niche, investing in robust infrastructure, and prioritizing user experience, you can create a competitive offering that meets the evolving needs of businesses and consumers. Additionally, fostering strong partnerships, maintaining compliance with regulations, and continually adapting to industry trends will position your platform for long-term success. With the right strategy and execution, you can establish a thriving communications service that not only stands out in the marketplace but also contributes to the broader digital communication landscape.

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 communications platform as a service business plan, fill out the form below and download our communications platform as a service business plan template. The template is a word document that can be edited to include information about your communications platform as a service 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.