Goals for reaching net cash income are often not included in marketing plans when businesses are doing their yearly planning.
This amount is usually thought of as what is left over, not a planned amount.
When creating a healthy growth structure though you will want to include regular evaluations of dollars made less deductions throughout the year.
If making this type of evaluation regularly throughout the year, you will be able to make adjustments as needed to address issues that may arise.
A flexible marketing plan will allow you to adjust the focus of your campaign strategy to meet the changing needs of your customers and the economy.
If a strategy is not working as well as it should be, you have the flexibility to change your program in a time frame that will cause the least expense to your overall profitability.
By scheduling regular evaluations of your overall marketing and budgetary plan you can move dollars to those areas where they will be most effective and temporarily suspend those spending areas that are not profitable.
In addition, if adjustments are made throughout the year it is not necessary to stop all production or marketing after an evaluation that is only done on an annual basis.
When a business produces a flexible marketing plan which incorporates their goals for net cash income, they are allowing themselves the control needed to assure that realistic goals are made and met.
While more vague goals can be set in good economic times, during economic times of crisis or low economic return, it is important to have a crisp image and plan for achieving realistic goals both in reaching the market and in attaining financial goals.
When planning for fiscal health, one should always include in their budget a plan for increased taxes and other state and local fees that are usually increased in low growth periods.