This contains both the short term and long term goals. Setting up your goals also helps to define your audience and where you are looking to center around. Your goals can cover every thing that you simply are looking to do to establish a well defined niche. Whimsical Wonderland Weddings is a perfect example of a site that has clearly defined goals.
On their About Us page, which you could read how the landlord began together with her blog website, which was rooted in her love for eccentric weddings. The blog gained a lot of awareness for these two reasons: 1. The niche was known and described from the start, and 2. The goals were well planned.