For many small and medium-sized business owners, September and autumn brings a sense of fresh energy. The summer holidays are over, children are back to school, and there’s a renewed focus on getting things done before the year ends. It’s often a natural point in the calendar to pause, take stock, and ask: is our business strategy still working for us?

A good strategy isn’t just about setting a vision once and leaving it in a drawer to gather dust. It should be a living, breathing framework that adapts to your changing circumstances, market conditions, and ambitions.

Why September is the Sweet Spot for a Strategy Review

There are a few reasons why September is such a good time for SME owner managers to revisit  plans, make adjustments and review their strategic direction:

1. Clarity before year-end – With only a few months left in the financial or calendar year, you still have time to make meaningful changes. A small shift now can influence how your year finishes, whether that’s hitting revenue targets, managing cash flow, or preparing for growth.
2. Seasonal reset – The summer break often gives business owners and their teams space to step back. Coming back in September with fresh perspective makes it easier to spot what’s working and what isn’t.
3. Planning window – By reviewing your objectives and strategy now, you can identify priorities to carry into the final quarter of the year and start shaping a realistic, forward-looking plan for next year.

Think of September as your “half-time” team talk. There’s still plenty of game left to play, but it’s the moment to review the scoreboard and adjust your tactics.

Questions to Ask in Your September Strategy Review

To help get started, here are a few practical prompts:

• Have our priorities shifted since the start of the year?
• Are we on track with our financial targets, or do we need to adjust course?
• What’s changed in our industry or market that we need to respond to?
• Are we investing our time and resources in the right areas?
• Does the team still feel connected to the bigger picture?

Answering these questions honestly will highlight whether your current direction is still right  or whether a new approach is needed.

Spend a bit of time on your numbers.  

One of the most valuable parts of a September strategy review is checking in on your numbers. It’s easy to get caught up in the day-to-day of running a business and only look at the financials when the year-end accounts are due. But by then, it’s almost too late to change the outcome.

A mid-year review gives you the chance to ask:

• Are sales and revenues where we expected them to be? If you’re ahead, do you have the resources to sustain the momentum? If you’re behind, what’s the realistic path to catching up—or do you need to adjust your expectations?
• What’s happening with margins? Rising costs, pricing pressure, or changes in your mix of products/services can all affect profitability. September is a good point to review whether you’re still making  money in the way your had planned.
• How’s cash flow holding up? Growth without cash flow is one of the biggest risks for SMEs. A review now can highlight whether you’ll need extra working capital (cash) to get through the last quarter of the year.
• Are we investing enough in the right areas? Sometimes hitting financial targets isn’t about selling more it’s about making smarter choices on where to put your resources.

The aim isn’t just to tick boxes. It’s about spotting trends early, making proactive adjustments, and ensuring your financial performance is aligned with your strategic goals.

Think of it this way: your financial targets are the scoreboard. September is your chance to see whether you’re winning the game or whether it’s time to change tactics before the final whistle.

A Strategic Plan Shouldn’t Be Set in Stone

One of the most common mistakes SMEs make is treating their strategic plan like a one-off exercise. A lot of energy goes into writing it, sometimes with external consultants, and then it ends up as a glossy document filed away, rarely looked at again.

The reality is that no plan survives contact with the real world unchanged. Customers shift their buying habits, new competitors emerge, supply chains tighten, and opportunities arise where you least expect them. That’s why your strategy should evolve with your business.

Instead of asking, “Did we follow the plan exactly?”, a more useful question is: “Does our plan still reflect where we are and where we want to go?”

Make Your Plan Practical and Accessible

A strategic plan doesn’t need to be complicated or filled with corporate jargon. The most effective ones are simple, clear, and accessible to the people who need to use them.

Here are a few practical ways to keep your plan alive:

• Keep it digital and close at hand – Forget printing it out and storing it in a binder. Keep your plan in a notes app, shared document, or project management tool that you and your team actually use day to day.
• Review it regularly – Build in time for quick monthly check-ins and a deeper quarterly review. Even a 10-minute scan can spark valuable discussions or let you think about things whilst going about the day to day.
• Use it as a decision filter – When faced with new opportunities or challenges, refer back to your plan. Ask: does this align with our priorities? Does it move us towards our goals, or is it a distraction?
• Update it as you go – Treat your plan as a working document. If a new trend, customer, or risk comes into play, add it. This keeps the strategy relevant and prevents surprises at year-end.

A good strategy should guide your daily decisions not sit in the background waiting for an annual review.

Final Thoughts

September is more than just the month the kids go back to school.

For SMEs, it’s an invaluable opportunity to take stock and reset. A well-managed strategy review doesn’t need to be time-consuming or complex. What matters most is that your plan stays alive, guiding your decisions and evolving alongside your business.

So before you dive headlong into the final stretch of the year, take a step back. Open up your plan whether it’s in a notebook, spreadsheet, or on your phone and ask: does this still work for us?

The answer may be reassuring, or it may point to some bold changes. Either way, you’ll be in a stronger position to end the year with clarity and start the next one with confidence.