/How to set business goals in 2022, according to Naturalicious CEO

How to set business goals in 2022, according to Naturalicious CEO

  • Gwen Jimmere is the CEO and founder of the haircare brand Naturalicious.
  • Jimmere shared the agenda she uses to plan and set goals for a new year.
  • For example, her company has a goal to increase wholesale revenue by 45% in 2022.

When setting goals for your company in the new year, it’s helpful to do it outside the office.

Gwen Jimmere, the founder and CEO of Naturalicious, a haircare brand with 47,000 followers on Instagram, takes her executive team on a weekend trip every October to map out their targets for the year ahead.

“We use it as a company retreat and team-building opportunity,” she told Insider.

In 2021, Jimmere took her chief financial officer and operations manager to Jamaica. In other years she’s booked a nearby hotel in Michigan and hosted a wine tasting at an Airbnb. You don’t have to travel far — the important part is to get away from where you normally work, she said. Additionally, there are advantages to going somewhere warm, like getting some beach time once the planning is done.

“You have to take breaks,” she said — otherwise “your execution is not as good.”

Jimmere gave Insider the agenda she used to set her company’s 2022 goals and explained how business owners can use it for their own planning.

Gwen Jimmere sits at the head of a table and her employees sit on either side of her.

Jimmere (center) with Naturalicious employees.

Gwen Jimmere

Prepare by gathering data

Before planning goals, the Naturalicious team of 11 prepares for weeks. Managers pull reports, and each employee is asked to write a SWOT analysis breaking down strengths, weaknesses, opportunities, and threats within their departments.

“It helps them feel connected, like their opinion matters,” Jimmere said, adding that it’s important not to skip this step. Goal-setting is much smoother when you’ve gathered all your financials, sales history, and team insight.

On the trip, Jimmere, her CFO, and her operations manager meet, review their agenda, and recap the past year. This is when they read all the SWOT analyses from their team, which can take up to three hours.

Each employee’s feedback is important, and many of their insights have had an impact, Jimmere said. For example, an employee suggested adding company benefits, and, last year Naturalicious provided benefits including 401(k), vision, and dental for the first time to all employees.

“That changed the livelihoods for everybody else, because of one person chiming in,” she said.

Review your company’s core values and set goals that align with them

Once the annual review is complete, Jimmere’s team goes over the company’s core values and purpose. Then they set three- to five-year objectives, annual objectives, and strategic initiatives.

“You have to set your core values first because everything else aligns with that,” she said.

Your company’s core values and purpose should stay consistent from year to year, since they are the founding principles of your business, Jimmere said. One of Naturalicious’ values is that “every woman is the standard of beauty” and that its products are made to “help her shine.”

Jimmere then sets goals starting with long-term ones and breaks them down into objectives for the next year. One of the company’s objectives for 2022 is to increase its wholesale revenue by 45% so that its products can be more widely and readily available. This fits into the company’s value of serving every woman.

“Not everybody wants to wait for shipping,” Jimmere said. “Sometimes they just want to go to the store because it’s time for them to wash their hair.”

Establish an execution plan and delegate tasks

The next phase of Jimmere’s strategy is creating execution plans. First the team maps out revenue and agrees on timelines based on what’s feasible.

“The dreamer in you, as the owner, may have these really amazing goals but you don’t have a way to get there realistically,” Jimmere said. “That’s why I always have my operations manager and CFO, because they are the analytical people.”

Lastly, they plan for the first quarter. Jimmere creates a color-coded calendar and assigns due dates to every employee. To manage her time well, she follows a rule to delegate, automate, or eliminate every task.

“My job is to help everyone at my company achieve their goals,” she said. “You need to create an environment and a culture where it’s easy for them to do their job and to do it well for them to succeed.”

Gwen Jimmere's Annual Planning Agenda - pg 1

The first page of Jimmere’s planning agenda.

Gwen Jimmere

Gwen Jimmere's Annual Planning Agenda - pg 2

The second page of Jimmere’s agenda.

Gwen Jimmere


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