Four years after he started the business, Goel frankly admitted that he had not properly evaluated its financial performance. He was happy with the increase in customers and revenues, and considered himself well off, but he was not sure how to measure the performance of the company or interpret its success. Goel wanted to set up one more branch, despite the fact that sales at the Bur Dubai kiosk and the Dubai International city branch were not as strong as those at the Karama branch. Goel was worried about net revenue and felt that he should take a more structured approach to expansion. Should he concentrate on the current business or should he open an additional restaurant? What if things did not turn out as expected? His competitors were engaged in aggressive marketing and Goel knew he had to make a quick decision. The Dubai market was expanding, but the volatile nature of growth and the sheer number of competitors might eat into his profits. With these fears in mind, he knew that his decision was going to be critical to the continued success of his business