Starting Strong: Strategic Conversations Every Business Owner Should Have

By Joel Harper, SBTDC Chapel Hill

As you continue moving through 2026, now is still the right time to pause and think carefully about what you want to accomplish and how you plan to get there. The beginning of the year may have come and gone in a blur of activity, but the opportunity to reflect, reset, and move forward with intention remains. January can feel long and February fills up quickly, yet there is still ample time to evaluate your strategy and refine your goals as you head into the second quarter.

This is a practical moment to step back and examine where your business stands, clarify what success should look like this year, and identify the strategic adjustments that will move you forward. By revisiting your goals, planning for seasonal shifts, reviewing financial performance, and setting focused priorities, you position your business to lead the remainder of the year with clarity and purpose.

Start With Clear, Honest Goals

Getting specific about your goals serves two important purposes.

First, your goals reveal your current mindset as a business owner. Are you:

• In “growth” mode? 
• Focused on stabilization? 
• Exploring something new? 

There is value in naming that clearly. In my experience, valuable advising can begin from either a bold vision or a cautious one.

Second, comparing your goals with the strategic priorities identified in prior work can be revealing. Alignment often signals clarity and shared understanding. Significant gaps may highlight areas that need further discussion. Your goals always take priority, but examining where perspectives differ can strengthen the trusted relationship and sharpen your direction.

Whether you work with a long time advisor or connect with one of our counselors for the first time, defining and documenting your goals provides a strong foundation for the year.

Think Now About Sales Later

The first quarter is also an ideal time to think strategically about sales in the remaining quarters of the year, especially for retail and hospitality businesses in college communities.

From May to August, many towns experience a predictable shift when undergraduates and faculty leave for the summer. What marketing campaigns can you develop now to offset that seasonal dip?

At the same time, summer programs and camps often bring families into town for short periods. While students may not have much freedom to shop or dine, their parents often do when dropping off and picking up. Can you position your business to reach these limited time customers before they arrive?

Food service businesses might also explore catering opportunities with athletic departments or university programs hosting summer camps. Proactive outreach now can open doors that are difficult to access once the season is underway.

And of course, most businesses feel confident about managing the fourth quarter holiday rush. But you must ask yourself if you are truly prepared. Now is a great time to articulate your fourth quarter selling plan. How will you compete effectively? How will you differentiate yourself in a marketplace shaped by major online retailers? Early planning creates room to test and refine your approach.

These are exactly the kinds of conversations that can elevate your strategy when explored thoughtfully with an experienced advisor.

Review the Numbers, Refine the Strategy

At any point during the year, a disciplined financial review is essential.

Your financial statements will reveal the degree to which last year’s goals were achieved. Whether goals were attained, partially met, or missed, the key question remains the same: Is your current strategy working?

If you are mid stream on a major initiative, assess whether progress aligns with expectations. If results fall short, adjust your strategy with intention rather than waiting for the year to pass.

A structured review with one of our counselors can help you interpret the data, identify patterns, and translate financial insight into action.

Set Priorities That Stick

After reviewing performance, brainstorm a focused set of goals for the months ahead. Consider priorities such as:

• Conducting quarterly financial reviews
• Aligning senior staff with the company vision
• Launching, testing, or refining marketing strategies

Not every idea will stick, and that is part of the process. Clarifying what truly matters allows you to direct your time and energy where it will have the greatest impact.

Documenting goals and revisiting them regularly strengthens accountability and momentum.

Make the First Quarter Count

Ideally, the first quarter includes a dedicated strategy conversation, whether in person, virtual, or by phone. Reconnecting early in the year, including with advisors you may not have spoken with recently, creates an opportunity to review the prior year’s progress and outline clear next steps.

A strong session will:

• Highlight accomplishments from the past 12 months
• Define measurable goals for the upcoming year
• Establish documented action steps

While email and virtual meetings are effective, in person conversations often allow for deeper reflection and more thorough planning. Choose the format that best supports a meaningful discussion and move forward deliberately.

The months ahead will move quickly. Take the initiative now to clarify your direction, strengthen your strategy, and position your business for measurable progress. Connect with one of our counselors to review your goals, pressure test your plans, and set yourself up for a successful year.