So, first, I use a software called Week Done to set annual and quarterly OKRs. It's a total game-changer because it's a platform where you can track your objectives, key results, and weekly action items to see if what you're doing is actually getting you where you want to go.

And it's free lol.

(I'm actually recording a workshop going through it soon and would be happy to share if you'd like it.)

Moving on, though.

You can approach goals in a couple ways: (1) do competitor research to see growth rate of other companies similar to yours and in a similar stage and aim for whatever is considered good or (2) collect raw data (which you already have), think about what you want qualitatively and set how you're going to quantitatively measure that qualitative goal.

I prefer the second way, which is why I do OKRs, but it forces you to think about what it is exactly you're looking to achieve and where you're going with your company.

So example off the top of my head would look like:

objective (what you want): accelerate user growth
key results (how you're going to measure what success looks like FOR YOU):

• increase MoM user growth rate from 20% to 25% over the next quarter
• reduce customer churn rate to below 5% by the end of the quarter
• increase trial-to-paid conversion rate from 10% to 15% by optimizing onboarding and user engagement
• increase lead generation by 30% through inbound marketing and partnerships
• increase average CLV by 15% through upselling and cross-selling features

But this makes you have to pause and think about which metrics matter TO YOU and how you're measuring success of your company.

Very rarely can things be labeled "good" and "bad." It's defining what matters to you, how you're measuring them, and what that growth rate looks like.

If you're not hitting your KRs by 80%, then it's a good idea to check (1) are they realistic based on your capacity/resources & industry capacity and (2) are you doing the right things to hit your goals.

I see business development in a similar way to personal development.

Just because I can't lift 20 pound dumbbells while others can lift 150 pounds doesn't make it "bad." It means I stay in my lane and focus on MY growth trajectory.

Same with business.