Goals, Objectives and Deliverables in Project Initiation - Laying The Right Foundations for Your Project

The project initiation phase is like the foundation of a house - if you get the foundation wrong, you will spend a lot of effort and resources fixing the project down the road.

The success of the project is explicitly dependent on the project’s initiation or foundation.

Project managers are a pivotal part of this phase and in fact, would typically own this phase, being accountable for it.

At the heart of this phase? is the need to articulate the project scope, a critical element that is made up of the project goals, objectives, and deliverables.

In the project initiation phase, the project manager needs to understand the business case and work with the stakeholders to translate the business case into the project scope.

This scope consists of project goals, objectives, and deliverables.

This scope needs to be aligned to the business case, and to the business value that is expected to be derived from the project.

Check out my article on Building a Business Case in the project initiation phase.

Project Goals

The primary purpose of defining project goals is to create focus and direction.

Project goals ensure that everyone involved, from the project team to stakeholders, is on the same page regarding what the project seeks to accomplish.

Without clear and well-defined goals, a project can easily veer off course, leading to confusion, scope creep, and potential failure.

The project goals are essentially what the project will be doing.

To understand this, a project manager needs to find out who is paying for the project (the Business sponsor) and who the problem is being solved for (the customers).

These may be internal end users or external customers.

Conversations and Interviews with the Business Sponsor, the stakeholder and information from the business case will lead to an understanding of

Why the project in existence

What problem is the project supposed to solve

The goal is crafted out of the problem the project will solve for the business.

A project, no matter how well-executed, is not a solitary entity; it exists within the broader context of an organization.

Therefore, it is essential to align project goals with the strategic objectives of the organization.

When goals are in harmony with the overarching mission and vision of the company, the project becomes a powerful instrument for achieving those objectives.

Aligning project goals with organizational objectives enhances the project's value.

It ensures that the resources invested in the project contribute directly to the company's growth and success.

Moreover, it facilitates buy-in from top management and stakeholders, as they can clearly see how the project supports the organization's strategic direction.

Here are some scenarios that illustrate the points about project goals and their importance in the project initiation phase

Scenario 1: The Construction Project

Imagine a construction project to build a new office building for a growing company.

In the project initiation phase, the project manager, Jane, sits down with the business sponsor, the company's CEO, and stakeholders.

They discuss the project from the following angles

- Why is the project in existence? To address the need for additional office space due to company growth.

- What problem is the project supposed to solve?

The current office space is inadequate, hindering the company's ability to hire more employees and expand operations.

From this discussion, they define the project goal:

"To construct a modern office building that can accommodate 500 employees comfortably."

Scenario 2: The Software Project

In the tech world, Sarah, the project manager, meets with the business sponsor, who is the head of IT, and stakeholders. They discuss the need for a new customer relationship management (CRM) software.

- Why is the project in existence? To improve customer management and streamline sales processes.

- What problem is the project supposed to solve? The current CRM system is outdated, leading to data errors and inefficiencies in sales.

Here is the project goal is derived from these:

"To develop and implement a state-of-the-art CRM software system to enhance customer relationship management and sales efficiency."

In each of these scenarios, the project managers understand the business case and work with stakeholders to articulate, define, and document the project goals.

These goals provide the necessary focus and direction for the entire project team, aligning their efforts with the ultimate purpose of the project.

Furthermore, by aligning these project goals with the broader organizational objectives:

• In the construction project, the new office building directly supports the company's growth and expansion objectives.
• In the software project, the CRM system aligns with the IT department's goal to enhance customer management.

This alignment not only ensures that the projects are value-driven but also secures buy-in from top management and stakeholders, making it clear how these projects support the organization's strategic direction.

It's a testament to the critical role that well-defined project goals play in the success of any endeavour.

Project Objectives

If goals are the "what" of a project, then objectives are the "how."

While goals provide the overarching purpose of a project, objectives serve as the stepping stones that lead to goal achievement.

Objectives are a granular component of your goal.

To achieve your goal, you need to translate it into objectives which contain specific deliverables and tangibles, the completion of which will mean the goal is achieved.

Objectives contain specific deliverables/tangibles.

Objectives are SMART.

Each objective should be:

• Specific: Objectives should be crystal clear and unambiguous. They should answer the question, "What precisely do we want to achieve?" Vague objectives lead to confusion and misalignment.
• Measurable: Objectives should be quantifiable. You should be able to track progress and determine when an objective is successfully met. Measurable objectives provide a tangible way to assess achievement.
• Achievable: Objectives must be realistic and attainable within the project's constraints, including time, budget, and available resources. Unrealistic objectives set teams up for frustration and failure.
• Relevant: Objectives should align with the project's goals and contribute to the overall success of the project. Irrelevant objectives waste time and resources.
• Time-bound: Objectives should have a defined timeframe or deadline. This adds a sense of urgency and accountability. Without a timeline, objectives can linger indefinitely, causing delays.

Using the SMART criteria ensures that project objectives are well-crafted and actionable, providing a clear roadmap for the project team.

Here are some real-world examples of well-defined project objectives:

Software Development Project:

Goal: Create a user-friendly mobile app for online shopping.

Objective 1: Develop the app's user interface (UI) design, with a target of completing wireframes and mockups by the end of the first month.

Objective 2: Implement core functionality, including product catalog, user authentication, and shopping cart features, with a goal of achieving a 20% reduction in development time compared to the previous project.

Objective 3: Conduct user testing to identify and fix at least 90% of reported bugs and issues within two weeks of receiving user feedback.

Marketing Campaign Project:

Goal: Increase website traffic and online sales by 25% within six months.

Objective 1: Launch a targeted social media advertising campaign, with the aim of reaching 50,000 impressions per week and generating a click-through rate (CTR) of at least 3% within the first two months.

Objective 2: Optimize website content for search engines, leading to a 15% increase in organic search traffic by the end of the third month.

Objective 3: Implement an email marketing strategy to nurture leads, with a goal of converting 10% of leads into paying customers within six months.

These examples showcase how well-defined objectives adhere to the SMART criteria, providing specificity, measurability, achievability, relevance, and time-bound parameters.

They serve as the building blocks that transform project goals into tangible, achievable outcomes.

Project Deliverables

Deliverables are the steps that lead you to achieve the project objectives.

They represent the tangible outcomes your project aims to create.

Think of deliverables as checkpoints on your journey to achieving your objectives.

They are the actual items or results that you create or produce during your project's progression, serving as the building blocks of your project.

These deliverables can take various forms, such as finished products, documents, software, or services – depending on the nature of your project.

They serve as evidence that your project is making progress and moving closer to completion.

For instance, in a project focused on developing a new app, the deliverables might include the actual app, user guides, and possibly some reports.

In the context of a construction project, deliverables could encompass the completed building, architectural blueprints, and inspection reports.

Deliverables essentially serve as the pulse of your project, indicating that significant progress is taking place.

Here are scenarios examples of project goals, objectives, and their associated deliverables.

Scenario 1: The Event Planning Project

Project Goal: To organize and execute a successful charity gala event to raise funds for a local non profit organization.

Project Objective: To secure 50 event sponsors and ensure a memorable experience for attendees.

Deliverables:

Event Sponsorship Packages: One of the deliverables is a set of sponsorship packages that outline the benefits for potential sponsors.

These packages include sponsorship tiers, branding opportunities, and recognition during the event.

Event Program and Schedule: A detailed event program is created, specifying the schedule, keynote speakers, entertainment, and awards presentations.

This document ensures a structured and engaging event.

Event Venue: Securing the event venue is a critical deliverable.

It includes obtaining a contract for the venue, arranging for seating, catering, and audiovisual equipment.

Marketing Collateral: Deliverables also encompass marketing materials such as posters, invitations, and social media content to promote the event.

Scenario 2: The Software Development Project

Project Goal: To develop a mobile banking app that enhances user experience and increases mobile banking adoption.

Project Objective: To launch the app within six months and achieve a 20% increase in mobile banking users within one year.

Deliverables:

Mobile Banking App: The primary deliverable is the fully functional mobile banking app compatible with major platforms (iOS and Android).

User Onboarding Guide: A user-friendly onboarding guide is provided within the app, ensuring that customers can easily navigate and use its features.

Testing Reports: Deliverables also include reports detailing rigorous testing of the app for functionality, security, and user experience. These reports ensure a reliable and secure app.

App Store Listings: Preparing and submitting the app to app stores (Apple App Store and Google Play Store) is another crucial deliverable to make the app available to users.

Scenario 3: The Construction Project

Project Goal: To construct an environmentally sustainable office building that accommodates 500 employees and meets BREAM certification standards.

Project Objective: To complete construction within 18 months and achieve BREAM certification.

Deliverables:

Architectural Plans: Deliverables include comprehensive architectural plans for the office building, including blueprints, design specifications, and sustainability features.

Construction Progress Reports: Regular progress reports are submitted, documenting the construction timeline, budget, and adherence to sustainability criteria.

BREAM Certification Documentation: Preparing and submitting all required documentation to achieve BREAM certification is a critical deliverable, ensuring the building meets environmental standards.

Completed Office Building: The ultimate deliverable is the fully constructed and furnished office building, ready for occupancy by 500 employees.

Conclusion

In conclusion, the project initiation phase is the cornerstone of successful project management.

Project managers, in their role, define the project scope, encompassing goals, objectives, and deliverables.

Clear project goals provide purpose, objectives offer a roadmap, and deliverables mark progress.

Aligning these with organizational objectives enhances project value.

Understanding and defining these elements in the initiation phase lays a solid foundation for a project's success, ensuring everyone is on the same page and focused on achieving a common goal.