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Repeat Customers the No. 1 Milestone for Small-Business Owners

Financial health and revenues are the top indicators of business conditions

Money ranks second when it comes to small-business owners’ (SBOs’) goals.

According to a joint study conducted by Manta and Dell in March 2014, US SBOs said getting repeat customers—not their first profitable year or dollar earned—was their most important business milestone.

However, that’s not to say that financial security isn’t a big deal. Q1 2014 polling conducted by Market Probe International for U.S. Bank found that US SBOs considered financial health the top key indicator of business conditions, cited by seven in 10. Revenues for this year and next were also important, with respondents considering 2015 a slightly better indicator.

Based on U.S. Bank’s results, the majority of SBOs should be happy when evaluating their key performance indicators—at least some of them: 70% of respondents said their business was in good health in 2014, the highest percentage since at least 2010. However, revenues told a different story, with just 30% of SBOs saying their businesses would report higher earnings in 2014.

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