The global demand for oral nutritional supplements has surged in recent years, driven by an increasing awareness of health and wellness, an aging population, and a growing prevalence of dietary deficiencies. As consumers become more proactive about their nutritional intake, the market offers a wealth of opportunities for aspiring entrepreneurs. However, launching a successful business in this sector requires careful planning, a deep understanding of the industry, and a commitment to quality. In this article, we will explore the essential steps to establish your own oral nutritional supplements business, from market research and product development to regulatory compliance and marketing strategies. Whether you are a seasoned entrepreneur or a newcomer to the health and wellness industry, this guide will provide you with the insights and tools needed to navigate the complexities of this lucrative market.

The global market for oral nutritional supplements has experienced significant growth in recent years, driven by an increasing awareness of the importance of nutrition in maintaining health, especially among aging populations and individuals with specific dietary needs. As of 2023, the market size is estimated to be valued at approximately USD 40 billion, with projections suggesting it could grow at a compound annual growth rate (CAGR) of around 7% over the next five years. Several factors contribute to this robust growth. Firstly, the rising prevalence of chronic diseases such as diabetes, obesity, and cardiovascular conditions has heightened the demand for nutritional support. Additionally, the aging global population is more inclined to seek products that can help manage health issues related to aging, thereby fueling the market for oral nutritional supplements. Moreover, the increasing trend of preventive healthcare and the proactive approach towards wellness have led consumers to incorporate these supplements into their daily routines. The market is characterized by a diverse range of products, including protein powders, meal replacement shakes, vitamins, minerals, and specialized formulations designed for specific health conditions or dietary restrictions. The rise of e-commerce and the growing influence of social media on consumer behavior have also played a crucial role in the accessibility and visibility of these products, enabling new brands to enter the market and reach a wider audience. Regional variations are notable, with North America and Europe currently holding substantial shares of the market, driven by advanced healthcare systems and greater consumer awareness. However, Asia-Pacific is emerging as a key growth region, fueled by increasing disposable incomes, urbanization, and a growing focus on health and wellness among younger populations. As the market continues to evolve, opportunities exist for new entrants and existing businesses to innovate and differentiate their offerings, catering to the unique nutritional needs of various consumer segments. Understanding market dynamics, consumer preferences, and regulatory considerations will be essential for anyone looking to establish a successful oral nutritional supplements business.

Identifying the target market is a crucial step for any oral nutritional supplements business. This market can be segmented into various groups based on demographics, health needs, and lifestyle choices.
1. Elderly Population: One of the largest consumer segments for oral nutritional supplements is the elderly. As individuals age, they often face challenges such as decreased appetite, malnutrition, and specific health conditions that require enhanced nutritional support. Tailoring products to meet the unique dietary needs of this demographic can create a strong market presence.

2. Individuals with Chronic Illnesses: People managing chronic conditions such as diabetes, cancer, and gastrointestinal disorders often struggle to maintain adequate nutrition. Supplements designed to assist in weight gain, energy enhancement, or specific nutrient replenishment can be particularly appealing to this group.
3. Athletes and Fitness Enthusiasts: Another significant market is comprised of athletes and those engaged in regular physical activity. This group seeks products that support muscle recovery, endurance, and overall performance. Offering specialized formulations that enhance energy or replenish nutrients lost during intense workouts can attract this segment.
4. Busy Professionals and Parents: With increasingly hectic lifestyles, many individuals may not have the time to prepare balanced meals. Targeting busy professionals and parents with convenient, ready-to-drink supplements or easy-to-mix powders can provide a solution for those looking for quick nutritional options.
5. Health-Conscious Consumers: The rise in health awareness has led to a growing segment of consumers who prioritize nutrition and wellness. This group often seeks out high-quality, natural, or organic supplements as part of a balanced diet. Creating products that emphasize clean ingredients and transparency in sourcing can appeal to this market.
6. Dietary-Specific Groups: There are also niche markets, such as vegans, vegetarians, and those with food allergies or intolerances. Developing supplements that cater to specific dietary needs can help tap into these segments, providing options that align with their lifestyle choices. Understanding these diverse segments allows businesses to create targeted marketing strategies and product offerings that resonate with the specific needs and preferences of their audience. Conducting thorough market research and engaging with potential customers will enhance the ability to effectively reach and serve these groups.

When embarking on the journey of starting an oral nutritional supplements business, understanding various business models is crucial to establishing a sustainable and profitable venture. Here are several approaches to consider: Direct-to-Consumer (DTC): This model involves selling products directly to consumers through an online platform, such as a dedicated e-commerce website or social media channels. The DTC approach allows for greater control over branding, customer experience, and profit margins. It also facilitates direct engagement with customers, enabling personalized marketing and feedback collection. To succeed with DTC, it’s important to invest in digital marketing strategies, including SEO, content marketing, and social media advertising. Retail Partnerships: Collaborating with retailers, such as health food stores, pharmacies, and supermarkets, can provide a broader market reach. This model often involves wholesaling products to retailers who then sell them to consumers. While this can lead to lower profit margins due to wholesale pricing, the increased visibility and consumer trust associated with established retailers can significantly boost sales. Building strong relationships with retailers and providing them with marketing support can enhance product placement and promotion. Subscription Services: A subscription-based model allows consumers to receive their nutritional supplements regularly (e.g., monthly) at a discounted rate. This not only ensures a steady revenue stream but also fosters customer loyalty and retention. To make this model successful, it’s essential to offer value through high-quality products and exceptional customer service. Engaging with subscribers through personalized recommendations and exclusive offers can further enhance their experience and encourage long-term commitment. Private Labeling: For those looking to minimize product development costs and time, private labeling can be an attractive option. This involves sourcing supplements from manufacturers who allow you to brand their products as your own. While this model can lead to quicker market entry, it requires careful selection of reputable manufacturers to ensure product quality. Building a strong brand identity and marketing strategy is vital to differentiate your private label products in a crowded market. Niche Targeting: Focusing on a specific niche within the oral nutritional supplements market can also be a successful strategy. This could include targeting specific demographics (e.g., seniors, athletes, or individuals with dietary restrictions) or particular health concerns (e.g., immunity, digestion, or weight management). By tailoring products and marketing efforts to a defined audience, businesses can create a loyal customer base and reduce competition. Online Marketplaces: Selling through established online platforms such as Amazon, eBay, or health-focused marketplaces can provide instant access to a large audience. This model often requires less marketing effort since these platforms already attract millions of potential customers. However, competition can be fierce, and businesses must ensure their listings are optimized for visibility and consumer appeal. Hybrid Models: Many successful businesses adopt a combination of the above models, allowing for diversified revenue streams and risk mitigation. For instance, a company might sell directly to consumers online while also partnering with retailers and offering subscription services. This flexibility can help adapt to market changes and consumer preferences, ultimately leading to greater resilience and growth. In conclusion, selecting the right business model is a foundational step in launching an oral nutritional supplements business. Each model comes with its own set of advantages and challenges, so it’s essential to align your choice with your overall business strategy, target market, and available resources. Careful planning and execution in the chosen model can set the stage for long-term success in this dynamic industry.

In the rapidly growing market of oral nutritional supplements, understanding the competitive landscape is crucial for entrepreneurs looking to establish a foothold. This sector has seen significant expansion due to increasing consumer awareness of health and wellness, an aging population, and a rise in lifestyle-related health issues. As a result, the competition ranges from established multinational corporations to innovative startups. Key players in the market include well-known brands that have built strong reputations for quality and efficacy. Companies like Abbott Laboratories, Nestlé Health Science, and Reckitt Benckiser offer a wide range of products targeting various nutritional needs, such as those for elderly patients, individuals with specific health conditions, or general wellness. These companies often have significant resources for research and development, marketing, and distribution, allowing them to maintain a competitive edge. In addition to these giants, there is a burgeoning segment of niche players that cater to specific demographics or health concerns. Startups are increasingly focusing on personalized nutrition, clean label products, and plant-based alternatives, which appeal to health-conscious consumers looking for transparency and sustainability in their dietary choices. This trend has led to the emergence of brands that leverage e-commerce platforms and social media for marketing, allowing them to reach targeted audiences more effectively than traditional retail channels. The competitive landscape is further complicated by the presence of private label products offered by retailers. Many supermarkets and health food stores have developed their own lines of oral nutritional supplements, often priced lower than branded options, which can attract cost-sensitive consumers. Regulatory considerations also play a critical role in shaping the competitive environment. Companies must navigate a complex web of food and drug regulations, which can vary significantly by region. Compliance with these regulations not only affects product development but also impacts marketing strategies and distribution channels. To successfully enter this competitive arena, new businesses must identify their unique selling propositions, whether through innovative formulations, superior quality, targeted marketing strategies, or exceptional customer service. Building partnerships with healthcare professionals and leveraging consumer feedback to refine products can also be advantageous in establishing credibility and fostering brand loyalty in a crowded marketplace.

Starting an oral nutritional supplements business involves navigating a complex landscape of legal and regulatory requirements. These regulations are designed to ensure the safety, efficacy, and quality of dietary products. Here are some key aspects to consider:
1. Understanding the Regulatory Framework: In many countries, dietary supplements are regulated differently than pharmaceuticals. In the United States, for instance, the Food and Drug Administration (FDA) oversees dietary supplements under the Dietary Supplement Health and Education Act (DSHEA) of 199
4. It is crucial to familiarize yourself with the specific regulations applicable in your region, as they can vary significantly.

2. Product Formulation and Safety: Before launching your products, you must ensure that your formulations comply with safety standards. This includes using ingredients that are generally recognized as safe (GRAS) and ensuring they meet purity and quality specifications. Conducting thorough research and possibly consulting with a regulatory expert can help in formulating products that adhere to legal standards.
3. Labeling Requirements: Accurate and truthful labeling is a critical aspect of regulatory compliance. Labels must include a Supplement Facts panel, ingredient list, and any necessary health claims. The FDA has specific guidelines on what can and cannot be claimed about the health benefits of supplements. Misleading claims can result in significant legal repercussions.
4. Good Manufacturing Practices (GMP): Compliance with GMP is essential for maintaining product quality and safety. The FDA requires that dietary supplement manufacturers follow GMP guidelines to ensure that products are produced consistently and meet quality standards. This involves proper facility sanitation, equipment maintenance, and employee training.
5. Registration and Notification: Depending on the jurisdiction, you may need to register your business and submit notifications for your products. In the U.S., while dietary supplements do not require pre-market approval, manufacturers must notify the FDA if they are using a new dietary ingredient (NDI) that has not been marketed in the U.S. before.
6. Claims and Advertising Regulations: Any claims made in marketing materials must comply with regulatory standards. This includes avoiding unsubstantiated health claims and ensuring that all advertising is truthful and not misleading. The Federal Trade Commission (FTC) monitors advertising practices, and violations can lead to enforcement actions.
7. State and Local Regulations: In addition to federal regulations, it is essential to consider state and local laws that may impose additional requirements. These can include business licenses, sales tax permits, and specific health regulations that apply to food products.
8. International Regulations: If you plan to sell your products overseas, you must also comply with the regulations of those countries. Each country has its own set of rules concerning dietary supplements, which may include registration, labeling, and safety requirements.
9. Legal Counsel and Compliance Support: Given the complexity of regulations governing dietary supplements, it is advisable to seek legal counsel or compliance support. Professionals experienced in food and drug law can provide invaluable guidance in navigating the regulatory landscape and ensuring that your business operates within the law. By understanding and adhering to these legal and regulatory requirements, you can set a solid foundation for your oral nutritional supplements business, ultimately fostering consumer trust and promoting product success in the marketplace.

When launching an oral nutritional supplements business, securing adequate financing is crucial for covering initial expenses such as product development, manufacturing, marketing, and distribution. Here are several financing options to consider:
1. Personal Savings: Many entrepreneurs begin by using their own savings to fund their business. This option allows for full control without the need to repay loans or share equity. However, it also carries the risk of personal financial loss.

2. Family and Friends: Seeking financial support from family and friends can be a viable option. This informal funding can be more flexible in terms of repayment and interest rates, but it’s essential to approach this option professionally to avoid straining personal relationships.
3. Bank Loans: Traditional bank loans are a common method of financing, offering larger amounts of capital. You'll need a solid business plan, good credit history, and collateral. Interest rates and repayment terms will vary, so it’s crucial to shop around for the best option.
4. Small Business Administration (SBA) Loans: The SBA provides various loan programs designed to assist small businesses. These loans often have favorable terms and lower interest rates, making them an attractive option for startups in the nutritional supplement industry.
5. Angel Investors: Angel investors are individuals who provide capital in exchange for equity or convertible debt. They often bring industry expertise and connections, which can be invaluable for a new business. Prepare a compelling pitch to attract their interest.
6. Venture Capital: If you have a high-growth potential business model, venture capital firms may be interested in investing. These firms typically seek significant equity stakes and are looking for rapid returns. A solid business plan and a clear path to profitability are essential to attract this type of funding.
7. Crowdfunding: Platforms like Kickstarter or Indiegogo allow entrepreneurs to raise small amounts of money from a large number of people. This not only provides funding but also helps validate your product idea and build a community of potential customers.
8. Grants and Competitions: Look for grants specifically aimed at health and nutrition startups, as well as business competitions that offer cash prizes. These avenues can provide non-dilutive funding, meaning you won’t have to give up equity in your company.
9. Trade Credit: Establishing good relationships with suppliers can lead to favorable trade credit terms. This allows you to purchase inventory without upfront payment, giving you time to sell products before settling invoices.
10. Partnership Financing: Forming partnerships with individuals or companies that have complementary skills or resources can provide additional capital. In exchange for investment, partners may seek equity or profit-sharing arrangements. In conclusion, exploring a combination of these financing options can help you gather the necessary funds to launch and sustain your oral nutritional supplements business. It’s essential to evaluate the pros and cons of each method, align your financing strategy with your business goals, and prepare to present a strong case to potential investors or lenders.

When launching an oral nutritional supplements business, an effective marketing and sales strategy is crucial for driving brand awareness, attracting customers, and ultimately generating sales. Here are several key strategies to consider:
1. Target Audience Identification: Begin by clearly defining your target market. Understand who will benefit the most from your products—this could include individuals with specific health conditions, seniors, athletes, or those seeking to enhance their nutrition. Tailoring your messaging and product offerings to meet the specific needs of these groups will enhance your marketing effectiveness.

2. Brand Positioning: Develop a compelling brand identity that resonates with your target audience. This includes creating a memorable brand name, logo, and messaging that reflect the values and benefits of your nutritional supplements. Highlighting unique selling propositions, such as natural ingredients, clinical backing, or specific health benefits, can help differentiate your brand in a crowded market.
3. Digital Marketing: Leverage digital marketing channels to reach your audience. Utilize SEO strategies to ensure your website ranks well for relevant keywords. Content marketing—such as blogs, videos, and infographics focused on nutrition and health—can position your brand as a trusted authority in the field. Social media platforms are also essential for building community engagement and promoting your products.
4. Influencer Collaborations: Partner with health and wellness influencers to expand your reach. Influencers can provide authentic endorsements, reviews, and content that resonates with their followers. Choose influencers whose audience aligns with your target market for maximum impact.
5. E-commerce Strategy: Establish a robust online shopping experience, either through your own website or on platforms like Amazon. Ensure your product pages are optimized with high-quality images, detailed descriptions, customer reviews, and easy navigation. Consider offering subscription models or discounts for bulk purchases to encourage repeat business.
6. Educational Outreach: Implement educational campaigns that inform potential customers about the benefits of nutritional supplements. This could involve webinars, workshops, or informative articles that address common health concerns and how your products can help. Building trust through education can lead to higher conversion rates.
7. Sampling Programs: Consider offering free samples or trial sizes of your products. This strategy allows potential customers to experience the benefits of your supplements firsthand, decreasing their perceived risk and increasing the likelihood of a purchase.
8. Retail Partnerships: Explore opportunities for retail distribution in health food stores, pharmacies, and gyms. Having a physical presence can enhance brand credibility and allow customers to see and try your products before buying.
9. Customer Relationship Management: Implement a CRM system to track customer interactions, preferences, and feedback. This data can be invaluable for personalizing marketing efforts, improving customer service, and encouraging loyalty through targeted promotions or loyalty programs.
10. Feedback and Adaptation: Regularly solicit feedback from customers to understand their needs and preferences better. Use this information to refine your product offerings and marketing strategies, ensuring you remain responsive to market trends and customer expectations. By combining these marketing and sales strategies, you can effectively establish your oral nutritional supplements business, build a loyal customer base, and drive sustainable growth in a competitive landscape.

When starting an oral nutritional supplements business, effective operations and logistics are crucial for ensuring smooth processes from production to delivery. Here are key considerations to keep in mind: Supply Chain Management Establishing a reliable supply chain is fundamental. Begin by sourcing high-quality raw materials from reputable suppliers. This may involve researching suppliers who specialize in vitamins, minerals, proteins, and other nutritional components. Building strong relationships with these suppliers is essential for negotiating favorable terms and ensuring consistent quality. Manufacturing Decide whether to manufacture in-house or outsource to a contract manufacturer. In-house production allows for greater control over quality and processes but requires significant investment in equipment and facilities. On the other hand, outsourcing can reduce overhead costs and provide access to specialized manufacturing expertise. Regardless of the choice, ensure that the facility complies with Good Manufacturing Practices (GMP) and other relevant regulations. Quality Control Implement a rigorous quality control system to ensure that all products meet safety and efficacy standards. Regular testing of raw materials and finished products is necessary. Consider obtaining certifications, such as NSF or USP, to enhance credibility and consumer trust. Inventory Management Efficient inventory management is vital to prevent stockouts or excess inventory. Use inventory management software to track stock levels, forecast demand, and manage reordering processes. This will help maintain optimal inventory levels while minimizing costs. Packaging and Labeling Invest in packaging that preserves product integrity and appeals to consumers. Ensure that labeling complies with regulatory requirements, including ingredient lists, nutritional information, and health claims. Attractive packaging design can also enhance brand recognition and attract customers. Distribution Channels Determine the best distribution channels for your products. This could include direct-to-consumer sales through an e-commerce website, partnerships with retailers, or distribution through health practitioners. Each channel has its own logistics considerations, such as shipping methods, costs, and delivery times. Shipping and Fulfillment Establish a reliable shipping and fulfillment process. Choose logistics partners that can offer cost-effective and timely delivery options. Consider using fulfillment centers to streamline operations and manage shipping directly to customers, especially if you opt for e-commerce sales. Regulatory Compliance Stay informed about the regulations governing nutritional supplements in your target markets. This includes understanding labeling requirements, health claims, and safety standards. Non-compliance can lead to fines, product recalls, and damage to your reputation. Customer Service and Feedback Implement a robust customer service system to handle inquiries, complaints, and feedback. Engaging with customers can provide valuable insights into product performance and areas for improvement. Consider setting up a platform for gathering reviews, as customer testimonials can significantly impact future sales. By carefully planning and executing operations and logistics, you can create a solid foundation for your oral nutritional supplements business, ensuring efficiency and responsiveness to market demands. This will ultimately enhance customer satisfaction and drive growth in a competitive marketplace.

When launching an oral nutritional supplements business, effective human resources and management strategies are crucial for ensuring smooth operations and fostering a positive workplace culture. Here are key considerations to keep in mind: Building a Competent Team The success of your business will largely depend on the skills and expertise of your team. Begin by identifying the core functions needed for your operation, which may include roles in product development, quality control, marketing, sales, and customer service. Look for candidates with experience in the dietary supplement industry, nutrition science, or related fields. Consider hiring individuals with regulatory knowledge, as compliance with health and safety standards is critical in this sector. Training and Development Invest in training programs to equip your staff with the necessary knowledge about nutritional supplements, industry regulations, and customer service practices. Continuous professional development will not only enhance employee performance but also improve job satisfaction and retention. Consider offering workshops, attending industry conferences, and encouraging certifications in relevant areas. Compliance and Regulatory Awareness Since the nutritional supplements industry is heavily regulated, ensure that your team understands the legal requirements surrounding product formulation, labeling, and marketing. Designate a compliance officer or a team responsible for staying updated on regulations from organizations such as the FDA or EFSA. This will help you avoid costly penalties and maintain your brand's reputation. Creating a Positive Work Environment Foster a workplace culture that promotes collaboration, innovation, and employee well-being. Encourage open communication and feedback, and recognize the contributions of your employees. Employee engagement can significantly impact productivity and retention rates, which are vital for a startup. Performance Management Implement a performance management system to set clear goals and evaluate employee performance regularly. This will help you identify high performers and those who may need additional support or training. Providing constructive feedback and recognizing achievements can motivate your team and drive business success. Staffing Flexibility As your business grows, you may face fluctuating demand for your products. Consider adopting a flexible staffing model that allows you to scale your workforce up or down as needed. This could include part-time employees, freelancers, or contractors who can provide specialized skills during peak periods. Employee Benefits and Compensation To attract and retain top talent, develop a competitive compensation package that includes not only salary but also benefits such as health insurance, retirement plans, and potential bonuses. A well-structured benefits package can enhance employee loyalty and reduce turnover. By focusing on these human resources and management strategies, you will create a solid foundation for your oral nutritional supplements business, enabling you to navigate the challenges of the industry while fostering a dedicated and skilled workforce.

In conclusion, embarking on a journey to establish an oral nutritional supplements business can be a rewarding and impactful venture. With the growing awareness of health and wellness, the demand for nutritional products continues to rise, presenting a lucrative opportunity for entrepreneurs. By conducting thorough market research, understanding regulatory requirements, and developing high-quality products that meet consumer needs, you can carve out a successful niche in this competitive industry. Additionally, effective branding, marketing strategies, and a strong distribution network will be crucial in reaching your target audience. As you navigate the challenges and opportunities in this field, remember that staying informed about industry trends and continuously engaging with your customers will be key to sustaining and growing your business. With passion, dedication, and a strategic approach, you can make a significant contribution to the health and well-being of individuals while achieving your business goals.

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 oral nutritional supplements business plan, fill out the form below and download our oral nutritional supplements business plan template. The template is a word document that can be edited to include information about your oral nutritional supplements 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.