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Bridging the Gaps: Understanding Why Your Business Expectations Are Not Being Met

To outsiders, a lot of business can appear to be a guessing game. Deciding whether to invest in a product or service or not, considering whether certain marketing moves will be a hit, testing out different advertising locations… the list goes on. But any decent business person will know that things aren’t quite that simple. There is so much thought, research and learning from historical examples that help those in charge to make the right decisions for their business. No decent business person acts on a whim. In fact, even the smallest decisions are mulled over for extended periods of time. Of course, sometimes won’t go to plan and when we experience an unexpected outcome, we’re going to want to know why. We can only learn from our mistakes and move forward. Whereas resting in ignorance may result in us making the same mistakes over and over until our business runs into the ground. Read on for a complete guide to getting to the route of your problems and issues.

Understanding Gap Analysis

A gap analysis otherwise referred to as a “needs assessment” or a “needs analysis” is perhaps the most effective method of assessing the differences between your business expectations and your final outcomes. It will help you to know whether business needs are being met and, if they are not, the best ways to go about rectifying the situation. The “gap” in “gap analysis” indicates the space where something has not gone to plan. To get started, you can download free gap analysis templates from

Who Should Use a Gap Analysis?

Small businesses can benefit in particular from a thorough gap analysis. Why? It is often considered an integral part of the process of resource allocation and specific aspects of the business to improve upon. First, you will need your company’s mission statement. This will help to establish exactly what the company aims to do. Then, you should collect all of the relevant data in regards to where your resources are currently being placed. Then gather performance results. If your performance is below par, you will have to work out the cause of the issue between aims and resource allocation. Perhaps you need to invest more in a certain area of your business: production, development, marketing or advertising, for example. Alternatively, perhaps you need to spread your resources out in different areas to those where your efforts are currently focused. This may be a case of hit and miss, as you try out different methods. However, you can greatly increase your chances of success by truly understanding your target audience. Conduct market research to find out what your consumers prioritize and what they think your current strategy lacks. This often proves most effective with questionnaires, surveys, seminars, and reviews.

As you can see, a gap analysis can transform a struggling company into a thriving business. It all comes down to identifying the exact place that your business is failing and rectifying the situation. All you need is the right tools!

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