Precise objectives become clearer after market research and towards the conclusion of your business plan. They become painfully clear as you become embroiled in your operation. At the planning stage you still need a general but critical and realistic overview of your objectives. Be realistic especially with regard to profit and sales targets. Generating sales may involve lots more expenditure on marketing and advertising.
Project objectives into the medium term - over two years.
But this is the problem - these are not yet implemented. Nevertheless informed, critical planning although time consuming enables you to imagine as many of the problems and contingencies that may arise. Long-term objectives are long. Anything more than three years may be a pipe-dream. This vision will be important whenever and opportunity presents itself.