A solid business plan gets you off the ground, keeps you afloat and allows you to leave a legacy for others to follow. Staying on the path means learning from your mistakes or not making ones that could cripple you. There’s a world of advice out there that helps you with your strategy and identity, and hard and fast rules about your plan give you the knowledge you need to thrive. Knowing what business mistakes to avoid puts you on the right track to being smart, successful and profitable.

Targeting Any and Everyone

You can’t become a successful business without reeling in customers. It’s important to know which demographic to target instead of trying to cast a wide net. If you’re a specialized shop, market to people who want what you’re selling. Finding wanderers is a bonus but you can’t count on them for your quarterly gains. Focusing your marketing and attention on customers you know need your goods and services is how you stay ahead of the game.

Not Knowing Your Competition

In a capitalistic society, supply and demand is king. If you are offering the same supply as a direct competitor, you have to be prepared to better meet the demands of your customers. If you’re looking for a competitive edge, how you market could swing the vote. If there’s a better way of reaching your audience, whether it’s social media, mobile access or a fancy gimmick, whatever you do to stand out matters. You want to be the go-to source even if you offer the same products as another business. What sets you apart is how you give it to them.

Not Understanding Your Startup Costs

The first part of your business plan that you may be concerned about is how much it’s going to cost you to start your business. You have to consider everything remotely possible in terms of what you have to pay for, and even then you should double your estimated costs. Many businesses don’t start seeing a profit until a year or more after they open, and you cannot promise investors a return if you’re still making initial investment payments. Make sure your projections are liberal and be aware that generating sales takes a lot longer than anticipated.

Dodging Disaster

You want your business to succeed. Your investors want the same thing. Understanding what you have to offer and implementing a solid business plan saves you time, money and effort. There are no guarantees in the small business market, but a solid foundation, a well-established strategy and a focus toward staying on track affords you the successful business you envisioned when you first started.