Step 3: Setting Realistic Goals

By this point, you have already determined your strengths and weaknesses as they relate to your proposed pet or human shelter. You have figured out what your positives are and how to counter the negatives.

You have also researched the local environment and determined that your shelter is needed and you can legally put it where you want it.

Now it’s time for Step 3: Setting realistic goals.

On the surface, the first goal seems to be obvious: open your shelter. A better, more effective initial goal is this: Explain to people why they should use your shelter.

The first goal, and the key to any successful business, is constantly answering the question, “What is in it for me?” from the customer’s perspective. If you answer this one question well and frequently, people will use your services. If you do not, you will be just one of many places offering similar services.

Asking this question allows you to explain how your shelter differs from others nearby. Your explanations will help you recruit volunteers and donations to keep your shelter going.

Let’s assume you have a thoughtful, yet concise, answer to “what’s in it for me?” (“Why should I care?” is another variation of the same question.) You’ve now accomplished your first goal.

Goal #2 is gathering the resources—money and people first and foremost—needed to not only open your doors but to stay open. Part of those resources must be spent on keeping your business in the public eye.

Goal #3, assuming you are dealing with an animal shelter, is determining how many pets you can handle at a given time. What is your initial limit? Who will you turn to when you reach capacity? Set up a plan.

Goal #4 is finding ways to maintain your initial level of service. Setting high standards is all well and good, but only if you can keep it up.

Goal #5 is to set up and maintain a funding reserve. You will need it when times get tough. When the economy hits the skids, giving goes away. The only way to survive the hard times is by having a good reserve.

That leads us to the next step, Step 4: Ensure you have adequate start-up funding and long-term financing.

Note: This is the third of six essential preliminary steps in creating a non-profit. A document covering all six steps is available in my archive.