Jim Keeling is Britain's number one flower pot man. He started out in 1974 in a converted barn in Oxfordshire with a kiln made from scrap metal and spares. He was determined to be a craftsman, throwing all his terracotta pots by hand.

In the first two years he made little money from the business. However, by the end of the third moved to bigger premises and had a sales turnover of £36,000. Profit was £12,000. At the time Jim said he was fascinated by the basic flower pot shape and was keen to produce as many flower pot shapes as possible. He also knew that by producing terracotta pots he could make bigger profits than other potters who had the extra expense of glazing. Today sales are almost £750,000 a year with profits around £100,000. His products are unashamedly up-market, selling to people prepared to pay more for a top quality pot.

Jim is keen to continue the best manual working traditions. His staff enjoy most of the things they produce and they especially enjoy one-off projects and adapting designs for grand gardens and stately homes.

1. Describe how Jim's business has grown since 1974.

2. Identify three business objectives that you think are important for Jim and his business.

3. Explain how business objectives have changed since beginning the business and now. ​