It does not have to be long or overly complicated. It simply has to have the elements required to put your goals into action. Developing a SWOT analysis (strengths, weaknesses, opportunities, threats) will help you to identify problems before they start. Craft your own or hire a business writer to create a dynamic plan that will guide your operations. An effective plan is one of the most important elements over overall business forecasting.
What's more important, sales or profit? Profit is what generates your salary. You could actually make more profit with less sales. Less sales could actually be less work. The most important thing for a business is to make money. That's profit. Now some might say, I don't care so much about making a lot of money. I like the freedom of owning a business. Well that is probably true, but if you don't watch your profit, you might lose that freedom. It's always amazed me how most businesses, even very large ones, talk about how much their sales are. You hear comments like, that's a บꯠꯠ company. But what's a บꯠꯠ company if it has no profit. Now I do admit that 2% net profit of บꯠꯠ is a lot bigger than 2% of ũꯠꯠ but most likely the large one carries a lot more headaches too.