You will need to define your goals and objectives. We always encourage companies to make their goals S.M.A.R.T. which means Specific, Measurable, Attainable, Realistic, and Time Sensitive with dates attached. Most goals are calculated on an annual basis. However, the more ambitious owners or executives will look ahead at 3, 5, and 10 year goals as well. And if you are in Japan, you will be setting 100 year goals.
You need to know everything obtainable about your customers. This list will get you started. You will need their age, sex, marital status, income levels, education levels, geographic locations, where they shop, if they go to church, if they have kids, ages of children, political affiliation, what they like about your company, what they don't like, why they shop with you, what they value about your products/services, what they like the most/least about products/services, and whether prospects are unaware of your brand or products/services. Customers want you to know certain things about them and if you do, they will remain loyal to you as you take time to know them.