Successful Business Plans: Why Preplanning Changes Everything.

Introduction: Why Preplanning is the Secret Ingredient to Successful Business Plans.

When it comes to successful business plans, it’s tempting to jump straight into planning mode. You might feel the pressure to outline your goals, map out strategies, and set deadlines—all in a rush to get things moving. However, without proper preplanning, even the best business plans can fall flat.

Preplanning is the often-overlooked step that separates average plans from exceptional ones. It’s the phase where you lay the groundwork, set clear objectives, and gather crucial insights before diving into the actual planning process. Think of it as building a strong foundation for your business—without it, everything you construct on top is at risk of crumbling.

Imagine trying to build a house without blueprints. You might have a vision in your mind, but without measuring, analysing, and preparing, you’re likely to end up with costly mistakes and a structure that doesn’t hold up. The same principle applies to business planning. Skipping preplanning can lead to unrealistic goals, misaligned strategies, and wasted resources.

So, What Exactly is Preplanning?

Preplanning is the process of evaluating your business landscape, setting clear objectives, and understanding the resources and challenges ahead. It involves market research, goal setting, risk assessment, and resource analysis—all before you start crafting your formal business plan. It’s about getting crystal clear on where you want to go and how you plan to get there.

Why Should You Care About Preplanning?

By taking the time to preplan effectively, you ensure that your business plan is not just a collection of ideas, but a strategic roadmap with clear, actionable steps. Preplanning:

• Saves time and resources by avoiding detours and missteps.
• Provides clarity and direction, ensuring every action you take supports your end goals.
• Reduces risk by identifying potential challenges early and preparing contingencies.

In this blog, we’ll explore:

• What preplanning involves and how to get started.
• The key benefits of preplanning in the business planning process.
• Real-world examples of businesses that succeeded because they preplanned effectively.
• How to integrate preplanning into our 365/90 Business Planning Process for consistent success.

By the end, you’ll understand why preplanning is the secret ingredient that elevates your business plan from good to great—and how you can start implementing it today to achieve your business goals faster.

1. What is Preplanning?

Before you dive into creating a business plan, there’s a critical step that often goes unnoticed but can make all the difference: preplanning. It’s the strategic groundwork that ensures your business plan is not just a document of ideas, but a well-thought-out roadmap for success.

What Exactly is Preplanning?

Preplanning is the phase where you prepare to plan. It’s about gathering the necessary information, setting clear objectives, and establishing a strong foundation before starting the formal business planning process. Rather than jumping straight into action, preplanning allows you to step back, assess your environment, and make informed decisions.

Think of it like a scout mission before a big adventure. Before setting out, you need to study the map, pack the right tools, and understand the terrain to avoid pitfalls and maximise your chances of success. In business, preplanning involves analysing market trends, evaluating resources, and defining your goals so you can move forward with confidence.

Key Components of Preplanning.

1.1 Market Research.

• Gain a deep understanding of your target audience, including demographics, preferences, and buying behaviours.
• Analyse your competitors to identify strengths, weaknesses, and market gaps.
• Stay updated on industry trends to align your business plan with current and future market demands.

Example: Before launching a new product, a business conducts surveys and focus groups to validate customer interest and refine its value proposition.

1.2 Resource Assessment.

• Evaluate your financial resources, including cash flow, funding options, and budget constraints.
• Assess your team’s skills and capabilities to determine if additional training or hiring is needed.
• Review your operational capacity, such as equipment, technology, and supply chains, to support your business goals.

Example: A service-based business plans for expansion by analysing current staff capacity, ensuring they can meet increased demand without compromising quality.

1.3 Goal Setting.

• Define clear, measurable objectives for your business plan.
• Use goal-setting frameworks like SIMPLE (Specific, Important, Measurable, Positive, Logical, End Date) to create focused goals.
• Prioritise goals based on impact, feasibility, and alignment with your long-term vision.

Example: Instead of saying, “Increase sales,” a business sets a SMART goal: “Achieve a 20% increase in sales within six months by expanding digital marketing efforts.”

1.4 Risk Analysis.

• Identify potential challenges that could impact your business plan.
• Evaluate internal and external risks, such as financial challenges, market changes, and operational disruptions.
• Develop contingency plans to mitigate risks and ensure business continuity.

Example: A retail business anticipates seasonal slowdowns and prepares by increasing online promotions to maintain sales levels.

1.5 Establishing Key Metrics and Benchmarks

• Determine key performance indicators (KPIs) to measure progress and evaluate success.
• Set benchmarks to track whether your business is on track, ahead, or falling behind goals.
• Create a review schedule (e.g., monthly or quarterly) to analyse performance data and make informed adjustments.

Example: A startup tracks customer acquisition costs (CAC) and lifetime value (LTV) to ensure marketing strategies are effective and profitable.

The Difference Between Preplanning and Planning.

While business planning involves creating a detailed roadmap for achieving your business objectives, preplanning is the preparatory phase that ensures your plan is realistic, focused, and well-informed.

Planning focuses on:

• Defining strategies and tactics.
• Setting timelines and milestones.
• Assigning responsibilities and resources.

Preplanning involves:

• Conducting research and gathering insights.
• Setting clear goals and establishing priorities.
• Identifying risks and preparing contingencies.

By investing time in preplanning, you create a solid foundation that simplifies the planning process, helps you avoid costly mistakes, and ensures your business plan is aligned with reality.

Why You Should Prioritise Preplanning.

Skipping preplanning is like driving to a new destination without a map. You might get there eventually, but you’re more likely to waste time, energy, and resources along the way. Preplanning helps you:

• Stay focused on your goals and avoid distractions.
• Address potential obstacles before they become major setbacks.
• Make smarter decisions with realistic expectations and clear objectives.

In the next section, we’ll explore why preplanning is so important in developing a successful business plan and how it can give you a competitive edge in achieving your business goals.

2. Why is Preplanning Important in Business Planning?

If you’ve ever found yourself struggling to execute a business plan, running into unexpected roadblocks, or losing focus along the way, the root cause might not be in your planning phase—but in the lack of preplanning. Preplanning is like laying down train tracks before the train starts moving; it provides a clear, stable path to your destination.

When you skip preplanning, you risk building your business plan on incomplete information, untested assumptions, and vague objectives. On the flip side, taking the time to preplan can transform your business plan into a powerful, strategic tool that drives real, measurable success.

The Key Benefits of Preplanning.

2.1 Provides Clarity and Direction.

Imagine setting off on a journey without a clear destination. You might wander aimlessly, waste time and resources, and still not end up where you want to be. Preplanning ensures you define your destination before you start the journey.

• Set Clear Goals: Preplanning involves defining specific, measurable objectives that align with your long-term vision.
• Align Your Team: When everyone understands the end goal, it’s easier to coordinate efforts and maintain focus.
• Strategic Roadmap: Preplanning helps you map out the steps needed to achieve your goals, avoiding detours and missteps.

Example: A business aiming to expand into new markets uses preplanning to identify target demographics, evaluate competition, and develop a tailored market entry strategy. This clarity prevents wasted marketing efforts and ensures a focused approach.

2.2 Reduces Risk.

Every business faces uncertainty, but preplanning allows you to anticipate risks and develop strategies to manage them effectively. Instead of reacting to problems as they arise, preplanning gives you the chance to predict challenges and prepare solutions.

• Conduct Market Research: By understanding market trends, customer behaviour, and competitor activities, you can avoid pitfalls and capitalise on opportunities.
• Identify Potential Challenges: Preplanning involves assessing risks—whether financial, operational, or market-related—and planning contingencies.
• Prepare for the Unexpected: Create backup plans so that if something goes wrong, you have a clear course of action.

Example: A business planning a new product launch conducts risk analysis during pre-planning. They identify a potential supply chain issue and secure alternative suppliers in advance, preventing costly delays when the issue arises.

2.3 Saves Time and Resources.

Preplanning is often seen as an extra step, but in reality, it saves time and money in the long run. When you start with a well-researched foundation, you avoid costly mistakes, revisions, and unnecessary expenses during the execution phase.

• Prevent Missteps: By validating ideas early, you avoid pursuing strategies that won’t work.
• Efficient Resource Allocation: Preplanning helps you identify what resources are needed, ensuring you are well-prepared when the business plan is in action.
• Streamline Execution: When your business plan is built on solid preplanning, it’s easier to execute, and your team can focus on implementing strategies instead of troubleshooting problems.

Example: A company preparing to open a new store location uses preplanning to select the right site, forecast demand, and create a marketing strategy. This upfront investment in planning leads to a successful opening and rapid profitability.

2.4 Enhances Strategic Thinking.

Preplanning isn’t just about gathering information—it’s about analysing that information to make informed, strategic decisions. It encourages you to think critically about where your business is headed and how to get there efficiently.

• Validate Assumptions: Before committing to a plan, test your assumptions to ensure they are realistic and achievable.
• Identify Strategic Opportunities: Preplanning helps you spot market trends, emerging technologies, and new customer needs before your competitors do.
• Data-Driven Decisions: Instead of guessing, preplanning gives you hard data to support your business strategies.

Example: A consulting firm conducts preplanning research to understand industry pain points. They refine their service offering to address these specific challenges, resulting in stronger client acquisition and increased market share.

2.5 Improves Stakeholder Confidence.

When presenting your business plan to investors, partners, or key stakeholders, a well-prepared plan reflects professionalism, strategic thinking, and reduced risk. Preplanning builds credibility and demonstrates that you are serious about success.

• Show Thoughtful Preparation: A preplanned business plan is not just ambitious—it’s grounded in research and reality.
• Build Trust: Stakeholders are more likely to support your vision when they see you’ve considered all variables and are prepared for challenges.
• Strengthen Negotiations: When you come to the table with a solid plan, you are in a stronger position to negotiate terms, funding, or partnership agreements.

Example: A startup seeking investment uses preplanning to develop a detailed market analysis and risk management plan. Investors are impressed by the thorough preparation and commit funds, boosting the company’s growth prospects.

The Bottom Line: Preplanning is Your Competitive Advantage.

While it’s easy to skip ahead to building your business plan, preplanning is the step that ensures every decision you make is informed, strategic, and aligned with your goals. It’s the difference between reacting to problems and anticipating them, between hoping for success and strategically achieving it.

In the next section, we’ll break down how to incorporate preplanning into your business planning process, ensuring that every step forward is calculated, focused, and set up for success.

3. How to Incorporate Preplanning into Your Business Planning Process.

Preplanning isn’t just a one-off task—it’s a strategic approach that sets the foundation for a successful business plan. When done correctly, preplanning helps you avoid common pitfalls, streamline your planning process, and achieve your business goals with greater confidence.

Here’s a five-step guide on how to integrate preplanning into your business planning process effectively.

Step 1: Define Your Vision and Goals.

Before you start creating strategies and setting milestones, you need to be crystal clear about where you want your business to go.

• Set a Clear Vision: Your vision should be inspirational yet practical—something that motivates your team and guides your decisions.

Example: Instead of saying, “We want to grow,” set a specific vision like:
“Our goal is to become the leading provider of eco-friendly products in our region by 2026, with a 20% market share and a reputation for sustainability and innovation.“

Establish Measurable Goals: Use the SIMPLE Goal-Setting Framework (Specific, Important, Measurable, Logical, Positive, End Date) to create goals that are not only ambitious but also achievable.

Example: A sales-oriented business might set a goal to “Increase monthly sales by 15% within 90 days by expanding our digital marketing strategy and introducing targeted promotions.“

Step 2: Conduct Market Research.

Understanding your market landscape is critical to creating a business plan that is realistic and effective. Market research helps you:

• Identify Your Target Audience: Understand who your ideal customers are, their pain points, and how your product or service meets their needs.
• Analyse Your Competition: Look at who your competitors are, what they offer, and how you can differentiate your business.
• Spot Market Trends: Keep an eye on industry trends, emerging technologies, and shifts in consumer behaviour to stay ahead of the curve.

Example: Before launching a new product, a business might use surveys, focus groups, and competitive analysis to validate market demand and refine their offering based on customer feedback.

Step 3: Assess Your Resources.

Knowing what you have and what you need is a vital part of preplanning. A resource assessment ensures your business plan is grounded in reality and helps you avoid overextending.

• Financial Resources: Evaluate your current financial position, including cash flow, budget allocations, and funding options.
• Human Resources: Assess your team’s capabilities, skills gaps, and whether additional training or hiring is needed.
• Operational Capacity: Review your infrastructure, technology, and processes to ensure they support your business objectives.

Example: A growing business might realise during preplanning that current staffing levels won’t support upcoming sales goals. By identifying this gap early, they can recruit talent or train existing staff in advance.

Step 4: Identify Risks and Challenges.

Every business faces risks, but preplanning allows you to anticipate challenges and prepare solutions before problems arise.

• Conduct a Risk Analysis: Identify internal and external risks, such as financial constraints, supply chain disruptions, or market fluctuations.
• Develop Contingency Plans: For each identified risk, outline specific actions you’ll take to mitigate impact.
• Set Risk Thresholds: Define acceptable levels of risk and establish triggers for activating contingency plans.

Example: A seasonal business preparing for slow sales periods might secure a line of credit during preplanning to maintain cash flow when revenues dip.

Step 5: Establish Key Metrics and Benchmarks.

To measure progress and ensure your business plan stays on track, you need clear metrics and performance benchmarks.

• Define KPIs (Key Performance Indicators): Choose metrics that align with your business goals, such as sales growth, customer acquisition costs, or operational efficiency.
• Set Benchmarks: Determine specific targets to compare performance against, allowing you to identify successes and areas for improvement.
• Create a Review Schedule: Plan monthly or quarterly reviews to evaluate progress, analyse data, and adjust strategies as needed.

Example: A marketing team might track website traffic, conversion rates, and social media engagement to assess whether new campaigns are attracting the right audience and driving sales.

Integrating Preplanning with the 365/90 Business Planning Process.

Our 365/90 Business Planning Process is designed to combine long-term vision with short-term, actionable steps. Here’s how preplanning fits into this framework:

• 365-Day Planning: Use preplanning to set big-picture goals, conduct research, and establish a strong foundation for the annual strategy.
• 90-Day Sprints: Translate preplanning insights into quarterly objectives, focusing on achievable targets and specific actions.
• Regular Reviews: During each 90-day cycle, compare current performance with preplanned benchmarks, and adjust strategies as needed.

Example: A business using the 365/90 approach might set an annual goal to increase revenue by 25%. During preplanning, they conduct market research, set quarterly sales targets, and develop marketing strategies to support this goal.

The Bottom Line: Preplanning Sets the Stage for Success.

By incorporating preplanning into your business planning process, you ensure that every decision is strategic, every action is purposeful, and every goal is achievable. This proactive approach not only saves time and resources but also builds confidence in your business plan’s success.

Next, we’ll explore real-world examples of how effective preplanning has helped businesses achieve their objectives and navigate challenges with greater ease.

4. Real-World Examples of Successful Preplanning.

While preplanning might seem like an extra step, it is often the decisive factor between business success and failure. Many companies, from startups to industry giants, have achieved remarkable results by investing time in preplanning. These real-world examples illustrate how effective preplanning can transform business strategies and drive success.

Case Study 1: Market Research Success – How Preplanning Uncovered a Market Gap.

The Situation:

A small e-commerce business specialising in home décor wanted to expand its product line. The owners were eager to launch new products quickly, but before jumping in, they decided to invest time in preplanning.

Preplanning Steps Taken:

1. Conducted Market Research: The business used surveys, focus groups, and social media insights to understand customer preferences.
2. Analysed Competitors: They identified what competitors were offering, where they excelled, and where they fell short.
3. Tested Product Concepts: Before launching, they introduced sample products through small online campaigns to gauge interest.

Outcome:

Through preplanning, they discovered a growing trend for eco-friendly, minimalist designs not widely available in their market. They refined their product line to focus on sustainable home décor, resulting in a 30% increase in sales in the first quarter after launch.

Key Takeaway: Without preplanning, the business might have launched generic products and missed the opportunity to capture a niche market.

Case Study 2: Risk Management in Action – Planning for Financial Stability.

The Situation:

A seasonal retail business often struggled with cash flow issues during off-peak months. Previous business plans had focused on growth strategies, but preplanning had been overlooked.

Preplanning Steps Taken:

1. Financial Analysis: The company conducted a financial audit to understand seasonal revenue patterns.
2. Developed Contingency Plans: They established a line of credit to smooth cash flow during low sales periods.
3. Implemented Cost Control Measures: During the preplanning phase, they identified unnecessary expenses and reduced operational costs by 10%.

Outcome:

When sales declined as expected during the off-season, the business maintained financial stability by using their credit line strategically. They also invested in marketing campaigns that boosted pre-season sales, reducing revenue gaps.

Key Takeaway: Preplanning allowed the business to anticipate challenges, prepare solutions, and avoid the financial strain that had disrupted operations in previous years.

Case Study 3: Resource Management – Scaling Without Overextending.

The Situation:

A service-based startup was experiencing rapid growth and wanted to expand its team. However, the founders were worried about scaling too quickly, which could strain resources and affect service quality.

Preplanning Steps Taken:

1. Resource Assessment: The company evaluated current staffing levels, workload distribution, and operational capacity.
2. Prioritised Hiring Needs: Instead of hiring broadly, they focused on key roles that would have the biggest impact on productivity.
3. Implemented Training Programs: During preplanning, they identified skill gaps and introduced training sessions to maximise the potential of existing employees.

Outcome:

The startup successfully scaled its team by 25% without overstretching budgets or compromising service standards. By preplanning, they ensured new hires were productive from day one, leading to smooth growth and high client satisfaction.

Key Takeaway: Preplanning resources and prioritising critical roles helped the business grow sustainably and avoid pitfalls of rapid expansion.

Case Study 4: Strategic Goal Setting – Driving Measurable Results.

The Situation:

A B2B consulting firm aimed to increase its annual revenue by 15%. In previous years, business plans included broad goals, but lack of preplanning led to vague strategies and inconsistent results.

Preplanning Steps Taken:

1. Set Specific Goals: The firm used the SIMPLE Goal-Setting Framework to define clear, measurable objectives.
2. Analysed Sales Data: They conducted preplanning research to understand which services generated the highest profits and which markets showed the most potential.
3. Developed Actionable Strategies: They created targeted marketing campaigns, revised pricing strategies, and focused sales efforts on high-value clients.

Outcome:

The business exceeded its revenue goal, achieving a 20% increase, primarily due to preplanning that led to strategic, data-driven decisions.

Key Takeaway: When preplanning is integrated into goal setting, it transforms aspirational targets into achievable outcomes with clear action steps.

The Bottom Line: Preplanning Turns Vision into Reality.

These real-world examples demonstrate how preplanning helps businesses:

• Identify market opportunities before competitors.
• Manage risks proactively, ensuring business stability.
• Allocate resources efficiently, leading to sustainable growth.
• Set clear, achievable goals with measurable outcomes.
• Build credibility and trust with stakeholders, enhancing business opportunities.

By taking the time to preplan, you transform your business plan from a theoretical document into a strategic roadmap with tangible, measurable results.

5. The Role of Preplanning in the 365/90 Business Planning Process.

The 365/90 Business Planning Process is all about combining long-term vision with short-term, actionable steps to drive sustainable business growth. By integrating preplanning into this structured approach, you can ensure that every 90-day sprint is focused, strategic, and aligned with your overall goals.

What is the 365/90 Business Planning Process?

The 365/90 framework involves setting annual goals (365 days) and breaking them down into manageable 90-day action plans. This approach allows businesses to stay agile, measure progress frequently, and adjust strategies as needed.

• 365-Day Planning: Establishes big-picture objectives that guide long-term strategy.
• 90-Day Sprints: Translates annual goals into short-term actions with clear milestones.
• Regular Reviews: Ensures that the business remains on track, allowing for flexibility and quick pivots when necessary.

Preplanning fits into this model by providing the groundwork needed to make the 365/90 approach effective. Without preplanning, the 90-day sprints can become reactive and unfocused, leading to wasted time and resources.

How Preplanning Enhances Each Stage of the 365/90 Process.

1. Preplanning During the 365-Day Goal Setting.

Before setting your annual goals, preplanning helps you:

• Evaluate Market Conditions: Use preplanning research to understand industry trends, competitor strategies, and customer needs.
• Align Goals with Market Realities: Instead of setting aspirational goals, preplanning ensures that business objectives are grounded in data and achievable.
• Prioritise Strategic Objectives: Preplanning helps identify which goals will have the biggest impact, allowing you to focus resources effectively.

2. Preplanning for Effective 90-Day Sprints.

The 90-day sprints are where big goals turn into specific actions. Preplanning ensures that these sprints are not only productive but also aligned with long-term strategy.

• Set Short-Term Objectives: Break down annual goals into manageable chunks with clear action steps for each 90-day period.
• Resource Allocation: During preplanning, identify the resources needed for each sprint, such as staffing, budget, and technology.
• Risk Management: Preplanning involves anticipating challenges that might disrupt progress and preparing contingency plans in advance.

Example: If a 90-day goal is to launch a new product, preplanning might involve testing prototypes, conducting market research, and securing supply chains before the sprint begins.

3. Preplanning for Regular Reviews and Revisions.

The 365/90 approach emphasises continuous improvement, with regular reviews to measure progress, evaluate outcomes, and adjust strategies. Preplanning plays a crucial role in this stage by:

• Defining Success Metrics: Establish KPIs (Key Performance Indicators) during preplanning to measure performance objectively.
• Setting Review Benchmarks: Determine what success looks like at 30, 60, and 90 days, ensuring that reviews are based on tangible data.
• Developing Adaptation Strategies: During preplanning, outline alternative strategies if initial plans don’t produce the expected results.

Example: A business might preplan review sessions at 30-day intervals, allowing the team to pivot if sales targets are not being met, or if market conditions change.

The Key Benefits of Integrating Preplanning with the 365/90 Approach.

1. Improved Focus and Execution.

With preplanning, every 90-day sprint starts with clear objectives, well-defined actions, and a strong understanding of potential challenges. This reduces distractions, helping your team focus on high-impact tasks and achieve measurable results.

Example: A business using preplanning might enter a 90-day cycle with fully prepared marketing materials, a defined budget, and a clear customer acquisition strategy, leading to faster execution.

2. Agility and Adaptability.

The 365/90 process is inherently agile, allowing businesses to adapt quickly to market changes or new opportunities. Preplanning amplifies this flexibility by ensuring you have contingency plans in place, so adjustments can be made seamlessly.

Example: When sales trends shift, a business with preplanned alternatives can quickly pivot marketing strategies, avoiding revenue dips and maintaining momentum.

3. Consistent Growth and Innovation.

By combining long-term vision with short-term actions, preplanning helps businesses stay on track while remaining open to innovation. It ensures that every experiment is strategic, and every change is based on solid research and tested assumptions.

Example: A company aiming to launch new services might use preplanning to test market responses during the initial 90-day sprint, gaining valuable insights that shape future offerings.

The Bottom Line: Preplanning Supercharges the 365/90 Business Planning Process.

Incorporating preplanning into the 365/90 approach transforms your business planning process from a static document into a dynamic, strategic tool for continuous growth. It ensures that each 90-day sprint is not just about ticking off tasks but about driving real progress toward your big-picture goals.

Final Word: Preplanning – The Foundation of a Successful Business Plan.

When it comes to business success, there’s no shortcut to a great plan. But even the best business plan will fall short if it isn’t built on a solid foundation. That’s where preplanning comes in.

Preplanning is not just an optional step—it’s the essential groundwork that ensures your business planning process is strategic, efficient, and effective. It allows you to align your goals with market realities, identify risks before they become roadblocks, and allocate resources wisely to maximise impact.

Why Preplanning is a Game-Changer for Your Business.

By investing in preplanning, you set your business up to:

• Achieve Greater Clarity: Preplanning helps you define your vision and set clear, measurable goals, ensuring that your business plan is focused and purpose-driven.
• Avoid Costly Mistakes: Through market research, risk assessment, and resource evaluation, preplanning allows you to make informed decisions and minimise risks.
• Save Time and Resources: With a well-prepared approach, you streamline the planning process, reduce wasted efforts, and move forward efficiently.
• Enhance Strategic Thinking: Preplanning encourages data-driven strategies, helping you test assumptions and validate ideas before committing resources.
• Build Stakeholder Confidence: When stakeholders see a well-prepared business plan, they recognise the thoughtful preparation, strategic foresight, and reduced risk, leading to stronger partnerships and better opportunities.

How to Get Started with Preplanning Today.

If you’re ready to elevate your business planning process, the first step is to incorporate preplanning into your strategy sessions. Start by:

• Completing a Preplanning Worksheet: Identify key areas to research, resources to assess, and risks to evaluate before building your business plan.
• Booking a Preplanning Consultation: Gain expert insights and tailored advice on how preplanning can support your specific business goals.

Applying Preplanning to the 365/90 Business Planning Process: Use preplanning to set strong annual goals, create focused 90-day sprints, and maintain agility through regular reviews and adjustments.