The 10 Key Metrics You Should Include in Your Business Plan


Starting a business can be an incredibly daunting task, and there are so many aspects to consider. One of the most important steps is creating a business plan, which should include comprehensive research and analysis of key metrics. But what should you include in your business plan?

In this article, we’ll discuss the 10 key metrics you should always include in your business plan. From cash flow projections to competitive analysis and more, read on to learn how to create a comprehensive and effective business plan that will help you succeed in the long run.

What is a Business Plan?

A business plan is a document that contains the operational and financial goals of a business. It also outlines the strategies and actions necessary to achieve these goals. The key metrics you should include in your business plan are:

  • Revenue: This is the total amount of money that your business takes in, from sales, investments, and other sources. This is one of the most important metrics to track, as it will give you an indication of whether or not your business is growing and generating income.
  • Expenses: This metric tracks all of the money that your business spends, on everything from inventory to employee salaries. Keeping close tabs on expenses is crucial to maintaining profitability.
  • Customer Acquisition Costs: These are the costs associated with acquiring new customers, through marketing and advertising campaigns, for example. Knowing how much it costs to acquire new customers can help you assess the efficiency of your marketing efforts.
  • Lifetime Value of a Customer: This metric estimates how much revenue a customer will generate for your business over their lifetime. Knowing this number can help you make decisions about where to focus your marketing efforts and how much to spend on customer acquisition costs.
  • Employee Retention Rate: This measures the percentage of employees who stay with your company for a certain period of time (usually one year). A high employee retention rate indicates that your employees are happy with their jobs and are less likely to leave for another company.

What are Key Metrics?

What are key metrics? Key metrics are measurable indicators used to track and evaluate the performance of a business, organization, or individual. They provide valuable insight into how well an organization is performing in areas such as sales, marketing, operations, customer service, and more. 

These metrics make it easier to identify trends and pinpoint areas of improvement so that strategies can be adjusted accordingly. Popular KPIs include website visits, revenue growth rate, cost per acquisition (CPA), return on investment (ROI), lifetime value (LTV), and engagement rate. They can also include financial metrics such as revenue and profit, customer metrics such as engagement and retention rates, or operational metrics such as average order value or lead times.

Key performance indicators provide a way to quickly assess the health of your business and make decisions on how to adjust processes for maximum efficiency. By tracking these metrics regularly businesses are able to set goals that align with their overall objectives while keeping an eye on progress toward achieving them.

Benefits of Project Management KPIs and Dashboards


Project management KPIs (key performance indicators) and dashboards help businesses measure progress and identify areas of improvement. By tracking relevant KPIs, businesses can make data-driven decisions to improve project management practices.

There are many benefits of using KPIs and dashboards to manage projects:

  • Improved visibility into project performance and progress, enabling more accurate budgeting
  • Increased communication between stakeholders and team members on project goals and objectives
  • Enhanced productivity by providing real-time updates on projects
  • Streamlined processes with customizable KPIs to track key metrics for any type of project
  • Reduced risk of cost overruns through proactive monitoring
  • More efficient allocation of resources by tracking utilization across multiple projects

Overall, project management KPIs and dashboards offer a number of benefits that can help businesses improve their project management practices. By tracking the right KPIs, businesses can make data-driven decisions to improve their operations, avoid costly delays, and benchmark their performance against industry standards.

10 Key Metrics to Include

When crafting your business plan, it is important to include key metrics that will give investors an accurate portrayal of your company’s current state and projected growth. Below are some essential metrics to consider:

1. Financial performance

There are a number of key financial metrics that should be included in your business plan in order to give investors and lenders a clear understanding of your company’s financial health and performance. These include:

  • Revenue: This is the total amount of money that your company brings in through sales and other activities.
  • Expenses: This is the total amount of money that your company spends on costs such as inventory, salaries, rent, and so on.
  • Profit (or Loss): This is the difference between your revenue and expenses. If your expenses are higher than your revenue, then you have a loss.
  • Cash Flow: This is a measure of how much cash is coming into and out of your company on a monthly or yearly basis. It’s important to keep track of this so you can ensure that you have enough cash on hand to cover your expenses.
  • Burn Rate: This is the rate at which your company is spending its cash reserves. If you’re not careful, you can quickly burn through all of your cash and put yourself in a very difficult financial position.
  • Balance Sheet: This is a snapshot of your company’s assets, liabilities, and equity at any given point in time. It’s important to have an up-to-date balance sheet in order to understand the financial health of your business.

By including these key financial metrics in your business plan, you can give investors and lenders a clear picture of the financial health and performance of your company. This can help them make informed decisions about valuable investments.

2. Sales and marketing

Sales and marketing are critical components of any business plan. After all, without customers, you don’t have a business. That’s why it’s important to include project management metrics KPIs and dashboards related to sales and marketing in your business plan.

Some of the most important sales and marketing metrics to track include:

  • Lead generation: How many leads are you generating? Where are they coming from?
  • Conversion rate: How many of your leads are converting into paying customers?
  • Customer acquisition costs: How much does it cost you to acquire a new customer?
  • Lifetime value of a customer: How much revenue will each customer generate over the course of their relationship with your company?

By tracking these key metrics, you’ll be able to gauge the effectiveness of your sales and marketing efforts and make necessary adjustments to improve results.

3. Customer engagement

Customer engagement is another important key metric to include in your business plan. It measures how well your company is connecting with its customers and keeping them engaged with your brand. There are a number of ways to measure customer engagement, but some of the most important factors to consider include customer satisfaction, customer loyalty, and customer lifetime value.

Satisfied customers are more likely to continue doing business with you and recommend your company to others. Measuring customer satisfaction can give you insights into where you need to improve your products or services. You can also use customer surveys to gather feedback on your company’s performance.

Customer loyalty is another important metric to track. It measures how likely customers are to come back and do business with you again. To calculate customer loyalty, you can look at repeat purchase rates or Net Promoter Scores (NPS). NPS measures how likely customers are to recommend your company to others on a scale of 0-10.

Finally, customer lifetime value (CLV) is a metric that shows how much money a customer is worth to your business over the course of their relationship with you. To calculate CLV, you need to know the average amount each customer spends with you and the average length of time they stay loyal to your brand.

4. Employee retention

Employee retention is a measure of how well your company retains its employees and is a key indicator of your company’s health.

There are a number of factors that contribute to employee retention, including

  • Compensation: Are your employees paid competitively? Do they have access to good benefits?
  • Company culture: Do your employees feel like they’re part of a team? Do they feel valued and respected?
  • Opportunities for growth: Do your employees feel like they have opportunities to grow within the company? Or are they stagnating in their roles?

Employee retention is important because it impacts your company’s bottom line. Turnover is expensive, and companies that lose their best talent can struggle to compete. 

5. Productivity

In any business, productivity is key to success. By tracking the right metrics, you can ensure that your business is as productive as possible. Here are some of the most important productivity metrics to include in your business plan:

  • Output per hour: This metric measures the amount of work your employees are able to complete in an hour. By tracking this metric, you can identify areas where employees are falling behind and make changes to improve productivity.
  • Percentage of defective products: This metric helps you track how many products your employees are producing that is defective. By reducing the number of defective products, you can improve employee productivity and save money on rework and replacements.
  • Employee absenteeism: This metric tracks how often employees are absent from work. High employee absenteeism can negatively impact productivity levels. By tracking this metric, you can identify problem areas and take steps to improve attendance.
  • Employee turnover: This metric tracks how often employees leave your company. High employee turnover can be costly and disruptive to productivity levels. By tracking this metric, you can identify areas where turnover is high and take steps to improve retention.
  • Customer satisfaction: This metric tracks customer satisfaction levels with your products or services. By tracking customer satisfaction, you can identify areas where productivity could be improved and make changes accordingly. 

6. Innovation


Innovation is critical to the success of any business. It is what allows businesses to create new products and services that customers need. Without innovation, businesses would be stuck selling the same old products and services that are no longer relevant or in demand.

There are a number of project management metrics KPIs and dashboards that businesses should track when it comes to innovation. These metrics will help businesses see where they are succeeding and where they need to improve.

Some of the key metrics businesses should track include:

  • The number of new ideas generated
  • The number of new products and services developed
  • The amount of money invested in research and development
  • The number of patents filed
  • The number of new licenses granted
  • The number of new technologies implemented

7. Operational efficiency

Operational efficiency is a measure of how well a company is able to convert its inputs into outputs. In other words, it is a measure of how efficiently a company is able to produce the goods or services that it sells. Operational efficiency can be measured by looking at the following metrics:

  • The number of employees needed to produce one unit of output
  • The amount of time needed to produce one unit of output
  • The amount of material needed to produce one unit of output
  • The amount of energy needed to produce one unit of output
  • The amount of waste produced during the production process

8. Cash flow

One of the project management metrics KPIs and dashboards you should include in your business plan is cash flow. This is a measure of how much money is coming in and going out of your business. It’s important to track this so you can see how your business is performing and make necessary adjustments.

There are a few things you can do to improve your cash flow. One is to offer discounts for early payment. This encourages customers to pay sooner, which gives you more working capital. Another is to extend terms to suppliers. This gives you more time to pay them, which can help free up cash in the short term. Finally, you can invoice customers immediately after they purchase goods or services. This ensures that you get paid quickly and don’t have to wait for them to receive their invoice.

By tracking and improving your cash flow, you can ensure that your business has the funds it needs to grow and thrive.

9. Growth Trajectory

As your business grows, your costs will increase and your revenue will grow at different rates. You need to track your growth so you can make informed decisions about where to invest your resources. The most important metric for tracking growth in revenue. But you also need to track other key metrics, such as costs, expenses, and profitability.

You should include a detailed growth trajectory in your business plan. This will help you track your progress and make sure you are on track to achieve your goals. Include milestones for each year of growth, and track the progress of each key metric. This will help you identify any problems early so you can take corrective action.

10. Market share

Market share refers to the percentage of total sales achieved by a company in comparison with competitors selling similar products or services within a particular market. It is an important metric for businesses as it provides insight into how well their product or service is doing relative to others and helps them measure competitive performance.

Market share analysis can also be used to identify market trends, understand customer preferences and make strategic decisions such as pricing, product development, and marketing investments.


Taking the time to study and understand the 10 key metrics you should include in your business plan is essential for anyone wanting to have a successful business.

By understanding these key metrics, you can better forecast financial performance, measure your progress toward achieving your goals and make data-driven decisions quickly and accurately. With this information in hand, organizations will be better equipped to make smart choices regarding their businesses that will pave the way for success.

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