Print-on-Demand vs Dropshipping – Which Business is More Profitable?

1. What is Print-on-Demand (POD)?

Definition of Print-on-Demand

Print-on-Demand is a business model where you sell custom-designed products like T-shirts, mugs, phone cases, hoodies, posters, and tote bags. Instead of keeping stock, you create designs and upload them to a Print-on-Demand supplier. Whenever a customer places an order, the supplier prints the design on the product and ships it directly to the customer.

This means you don’t need to worry about inventory, packaging, or shipping—everything is handled by the supplier. Your main job is to create unique designs, promote your products, and attract customers.

How Does Print-on-Demand Work?

Here’s a step-by-step breakdown of how Print-on-Demand stores work:

• Choose a POD platform (like Printful, Printify, Teespring, or Redbubble).
• Create a custom design (you can use Canva, Photoshop, or hire a designer).
• Upload the design to your chosen Print-on-Demand supplier.
• Add products to your online store (using Shopify, Etsy, or WooCommerce).
• A customer places an order on your store.
• The supplier prints and ships the product directly to the customer.
• You keep the profit (after deducting the product cost).

Best Print-on-Demand Companies for Beginners

If you’re starting out, here are some of the best Print-on-Demand suppliers to consider:

Printful – High-quality printing, integrates with Shopify & Etsy
Printify – Multiple supplier options, competitive pricing
Teespring – Great for selling on social media
Redbubble – Marketplace for independent artists
Gelato – Offers local printing for faster shipping

Pros of Print-on-Demand

No upfront inventory costs – You only pay when a customer orders.
Unique, branded products – You can sell exclusive designs.
Higher profit margins – If your brand is strong, you can charge premium prices.
Scalability – Once you find a winning design, you can scale it easily.

Cons of Print-on-Demand

Longer shipping times – Since products are printed after ordering, shipping can take 7-14 days.
Limited product selection – You can only sell items that suppliers offer.
Need design skills – If you’re not a designer, you may need to hire one.

2. What is Dropshipping?

Definition of Dropshipping

Dropshipping is a business model where you sell ready-made products from a third-party supplier without keeping inventory. Unlike Print-on-Demand, where products are custom-made, Dropshipping lets you sell existing products from platforms like AliExpress, CJ Dropshipping, or Spocket.

When a customer orders from your store, the supplier ships the product directly to the customer. You don’t handle storage, packaging, or shipping.

How Does Dropshipping Work?

Here’s a simple step-by-step guide to starting a Dropshipping store:

1. Find trending products (use AliExpress, CJ Dropshipping, or Zendrop).
2. Import products to your Shopify or WooCommerce store.
3. Set a price (you keep the profit after the supplier’s cost).
4. A customer places an order on your store.
5. The supplier ships the product directly to the customer.
6. You keep the profit and reinvest in ads or marketing.

Best Dropshipping Suppliers for Beginners

If you’re starting Dropshipping, here are some trusted suppliers:

AliExpress – Huge variety of products, low prices
CJ Dropshipping – Faster shipping than AliExpress
Spocket – High-quality European & US suppliers
Zendrop – Automated fulfillment for Shopify
SaleHoo – Access to verified suppliers

Pros of Dropshipping

Wide product selection – Sell anything from electronics to fashion.
Lower startup costs – No need to invest in designs or branding.
Faster shipping (sometimes) – Some suppliers offer 3-7 day shipping.
Easier to test products – You can change products quickly if one isn’t selling.

Cons of Dropshipping

Highly competitive – Many people sell the same products, leading to price wars.
Lower profit margins – Since products aren’t unique, you often compete on price.
No product customization – You can’t create a branded product line.

Which Business Model is Right for You?

If you want higher profit margins and a unique brand, choose Print-on-Demand.
If you prefer selling a variety of trending products, try Dropshipping.
If you don’t have design skills, Dropshipping might be easier to start.
If you love creating custom designs, Print-on-Demand is a great choice.

Many beginners believe that Print-on-Demand (POD) and Dropshipping are identical business models with the same profit potential. Since both don’t require holding inventory, people assume they work the same way. But that’s far from the truth!

While both business models eliminate upfront stock investment, their profitability, risks, and long-term growth potential are entirely different. In this section, we’ll dive deep into profit margins, costs, scalability, and ease of getting started for both models.

3. Profit Margins & Costs: Which Model Makes More Money?

Making money online is all about profit margins—not just revenue. You might sell hundreds of products, but if your costs eat up most of the revenue, you’re left with little profit. Let’s break down the real profitability of POD and Dropshipping.

Print-on-Demand Profit Margins

POD lets you sell custom products at a higher price since customers pay for unique designs. But the downside? Production costs are higher because each item is printed individually.

Here’s an example of typical POD product pricing vs. costs:

Average Print-on-Demand profit margin: 30% – 50% per product.

The key to higher profit margins in POD is branding. If you create a strong niche brand, customers are willing to pay more. For example, a streetwear brand can charge $40 for a T-shirt, while a generic seller may struggle to sell at $20.

Dropshipping Profit Margins

Dropshipping products are often cheaper to source, but since many sellers compete for the same products, prices are usually lower. Let’s look at the cost breakdown:

Average Dropshipping profit margin: 15% – 40% per product.

Dropshipping relies on volume sales because profit per product is lower. The biggest expense in dropshipping? Advertising costs. Since you’re selling generic products, you need paid ads (Facebook, Google, TikTok) to attract customers.

Which Business Model Has Higher Profits?

Print-on-Demand wins if you build a brand. Custom designs allow for premium pricing and long-term customer loyalty.
Dropshipping can be profitable, but you must sell in high volume to make up for low profit margins.
If you want long-term profitability, POD is better. Dropshipping profits can disappear overnight if competition increases.

Verdict: Print-on-Demand can generate higher profit per sale, but Dropshipping can scale faster with the right products.

4. Scalability & Growth: Which Business is Easier to Scale?

Scalability means how easily you can grow your business. Some businesses hit a limit, while others can scale without major costs increasing. Let’s see how POD and Dropshipping compare.

Scaling a Print-on-Demand Business

POD businesses grow by expanding product lines and improving branding. Here’s how you can scale:

Automate order fulfillment (Printful, Printify, or Gelato handle printing & shipping).
Expand to more marketplaces (sell on Etsy, Amazon, and Shopify).
Outsource design work (hire designers from Fiverr or Upwork).
Run Facebook & TikTok ads to target niche audiences.

Challenges of Scaling POD

• Creating winning designs is tough—some might not sell at all.
• Production costs increase if you want higher-quality printing.
• Shipping times can be slow, affecting customer satisfaction.

Scaling a Dropshipping Business

Dropshipping businesses scale quickly by increasing ad spend. Here’s how:

Find trending products and launch new winning products every month.
Automate order processing using tools like DSers or Oberlo.
Use TikTok, Facebook & Google ads to drive massive traffic.
Outsource customer service once your store gets 10+ daily orders.

Challenges of Scaling Dropshipping

• Product saturation—If a product goes viral, everyone starts selling it.
• Ad costs increase as more competitors enter the market.
• Refunds & chargebacks—Cheap products from China often lead to customer complaints.

Which Business is Easier to Scale?

Dropshipping scales faster, but you must constantly find new winning products.
POD is slower to scale, but once your brand is recognized, profitability is long-term.
Dropshipping can make quick money, but POD builds a real brand with loyal customers.

Verdict: If you want quick profits, go for Dropshipping. If you want long-term business growth, choose POD.

Many beginners believe that Print-on-Demand (POD) and Dropshipping require the same level of effort to run successfully. Since both models eliminate the need for upfront inventory, people assume they’re equally easy to manage. But that’s not true!

The day-to-day operations, customer service, and marketing strategies in each model are completely different. If you don’t understand these differences, you might choose the wrong business model for your skills and goals. In this section, we’ll compare the workload, customer service requirements, and marketing strategies for both POD and Dropshipping.

5. Workload & Customer Service: Which Business Model is Easier to Manage?

Running an online business isn’t just about selling products. You need to handle customer inquiries, returns, complaints, and order fulfillment issues. Let’s break down what to expect from both models.

Print-on-Demand Workload

POD is easier to manage because the supplier handles everything—from printing to packaging and shipping. However, there are some challenges you should be aware of.

Less time spent on fulfillment – Once an order comes in, the POD platform (like Printful or Printify) automatically processes it.
No need to manage inventory – You only pay for products after a customer places an order.
Lower refund rates – Since customers know they’re buying custom products, they’re less likely to return items.

Challenges of Managing POD Business

• Print quality issues – Some customers might complain if the designs fade or don’t look as expected.
• Longer shipping times – Since products are printed on demand, shipping takes 7-14 days.
• Customer complaints about delays – You need to set the right expectations on your website to avoid refund requests.

Workload Verdict: POD is easier to manage because there are fewer customer complaints and no need to handle bulk inventory.

Dropshipping Workload

Dropshipping has a higher workload because you’re selling mass-produced products from suppliers (mostly in China). Since you’re just a middleman, you must handle customer service when issues arise.

No need to print or customize products – You simply forward orders to suppliers.
Faster fulfillment for local suppliers – If you use US/EU-based suppliers (Spocket, Zendrop), customers get products in 5-7 days.
Wide variety of products – You can quickly add new trending items to your store.

Challenges of Managing a Dropshipping Business

• High customer service workload – Many customers don’t read product descriptions and may request refunds or complain about shipping times.
• Low-quality product issues – Some suppliers send cheap or defective items, leading to bad reviews.
• Returns & Refunds can be a headache – Unlike POD, customers may return items for reasons like wrong size, damage, or simply not liking the product.

Workload Verdict: Dropshipping requires more time managing orders, handling disputes, and responding to complaints.

Which Model is Easier to Manage?
POD is less stressful because suppliers take care of printing & fulfillment.
Dropshipping can be a headache due to high refund rates and customer service demands.

Winner: Print-on-Demand is easier to manage in the long run.

6. Marketing Strategies: How to Get Customers & Make Sales?

A business is only successful if you can attract customers and make consistent sales. While both POD and Dropshipping require online marketing, their strategies differ significantly.

Print-on-Demand Marketing Strategies

POD businesses succeed by building a strong niche brand and using social media & paid ads.

1. Social Media Marketing for POD

Instagram & Pinterest – Great platforms for showcasing unique T-shirt designs, mugs, and posters.
TikTok & Facebook Reels – Short videos showcasing custom products & design inspiration can go viral.
Etsy SEO Optimization – If selling on Etsy, optimize product listings with keywords like “funny cat T-shirt” or “personalized coffee mug”.

2. Paid Ads for POD

Facebook & TikTok Ads – Best for running engaging video ads that show off product designs.
Google Shopping Ads – Works well for people searching for specific items like “custom pet T-shirts”.

3. Influencer Marketing for POD

Partnering with micro-influencers (5k – 50k followers) in your niche to promote your brand.
Sending free products to influencers in exchange for shoutouts.

Best Marketing Strategy for POD: Instagram, TikTok, Etsy SEO, and influencer marketing.

Dropshipping Marketing Strategies

Since dropshipping products are not unique, success depends on finding trending products & using aggressive ads.

1. Facebook & TikTok Ads for Dropshipping

Video ads showcasing the product in action (e.g., a viral LED lamp or phone holder).
Use customer testimonials in ads for better conversion rates.
Test multiple products to find winning items.

2. Search Engine Optimization (SEO) for Dropshipping

Rank on Google with long-tail keywords like “best wireless earbuds under $50”.
Optimize Shopify store with high-quality product descriptions & blog content.

3. Dropshipping Influencer Marketing

Partner with influencers in tech, fitness, or home décor to promote trending products.
Run giveaways & contests to get free engagement.

Best Marketing Strategy for Dropshipping: Facebook/TikTok Ads, influencer promotions, and product testing.

Which Business Model is Easier to Market?

POD is best for long-term branding, while Dropshipping is better for short-term viral sales.

If you’re creative, go for POD—social media & organic traffic work great.
If you’re great at paid ads, go for Dropshipping—Facebook & TikTok ads drive quick traffic.

Winner: It depends on your marketing skills! If you want sustainable long-term growth, POD wins. If you prefer fast sales and product testing, Dropshipping wins.

A common misconception is that both Print-on-Demand (POD) and Dropshipping require the same startup investment and that you can succeed without spending much money. While both models allow you to start without upfront inventory, the reality is different. The initial costs, profit margins, and long-term earning potential vary greatly between these two business models.

If you’re serious about making money online, you need to understand the costs involved and calculate realistic profit margins before diving in. In this section, we’ll break down the startup costs, expenses, and profit potential of POD and Dropshipping so you can make an informed decision.

7. Startup Costs & Expenses: How Much Do You Need to Start?

Starting an online business isn’t free. You’ll need to invest in a website, marketing, and product testing before you start making money. Let’s compare the startup costs for both POD and Dropshipping.

Print-on-Demand Startup Costs

POD is one of the cheapest ways to start an eCommerce business, but you still have some upfront costs to consider.

Basic Costs of Starting a POD Store
Website Setup – A Shopify or WooCommerce store costs around $29–$49 per month.
Design Software – You may need tools like Canva ($13/month) or Photoshop ($20/month) to create designs.
Sample Orders – Ordering test products to check print quality and materials costs $10–$30 per item.
Marketing Budget – At least $200–$500 for Facebook Ads, TikTok Ads, or influencer promotions.

Ongoing Costs for POD
Transaction Fees – Shopify (2.9% + 30¢ per sale) or Etsy listing fees ($0.20 per item).
Paid Ads & Promotions – If relying on ads, budget $500+ per month.
Subscription Costs – Printful, Printify, and other POD platforms may have premium plans ($29–$59/month).

Estimated Initial Investment for POD: $300–$1,000 to set up & start marketing.

Dropshipping Startup Costs

Dropshipping is also affordable, but the costs can be higher than POD due to product testing and paid advertising.

Basic Costs of Starting a Dropshipping Store
Website Setup – Similar to POD, you’ll need $29–$49 per month for Shopify or WooCommerce.
Product Research Tools – Many dropshippers use Ecomhunt ($20/month), Sell The Trend ($39/month), or AliExpress dropshipping tools.
Sample Orders – Testing products before selling costs $10–$50 per item.
Marketing Budget – Dropshipping relies heavily on paid ads. You’ll need at least $500–$1,500 to test different products.

Ongoing Costs for Dropshipping
Supplier Costs – Some suppliers charge membership fees for faster shipping (e.g., CJ Dropshipping VIP plan).
Paid Ads – To run profitable campaigns, expect to spend $1,000+ per month.
Refunds & Chargebacks – If customers return defective products, you may have to issue refunds without getting money back from suppliers.

Estimated Initial Investment for Dropshipping: $500–$2,500, mostly for product testing & ads.

Which Model Has Lower Startup Costs?

POD is cheaper to start ($300–$1,000), while Dropshipping requires more investment ($500–$2,500).

If you’re on a tight budget, start with POD because you can get organic sales with Etsy SEO & social media.
If you have money to test ads, go for Dropshipping because winning products can bring fast profits.

Winner: Print-on-Demand is more beginner-friendly in terms of startup costs.

8. Profit Margins & Long-Term Earnings: Which Business Makes More Money?

Making money isn’t just about selling products—it’s about keeping healthy profit margins and scaling profitably. Let’s compare POD vs Dropshipping in terms of profits.

Profit Margins in Print-on-Demand

POD products cost more to produce because they’re custom-made. This means you need to price items higher to make good profits.

Average POD Pricing & Costs
T-shirt selling price: $25
Printful/Printify base cost: $12
Shopify/Etsy fees: $2–$3
Profit per sale: $8–$10

Factors Affecting POD Profit Margins
Design Uniqueness – Higher margins if you sell unique & niche-specific designs.
Sales Volume – Profits increase when you sell in bulk or run promotions.
Etsy vs Shopify – Selling on Etsy has lower fees, boosting margins.

Typical POD Profit Margin: 30–50% per product.

Profit Margins in Dropshipping

Dropshipping profits depend on product selection. Some products have high demand but low margins, while others can generate big profits.

Average Dropshipping Pricing & Costs
Product selling price: $30
Supplier cost (AliExpress): $10
Shopify/Stripe fees: $2–$3
Ad costs per sale: $10–$15
Profit per sale: $2–$5 (if ads are expensive)

Factors Affecting Dropshipping Profit Margins
Ad Costs – Higher competition = higher ad spend, reducing profits.
Product Type – Winning products with low competition have better margins.
Supplier Pricing – If you negotiate with suppliers, you can improve margins.

Typical Dropshipping Profit Margin: 15–30% per product.

Which Model Makes More Money in the Long Run?

POD has better margins per sale (30–50%), while Dropshipping scales faster because you can test multiple products.

If you want consistent, passive income, POD is better.
If you want fast profits, Dropshipping works—but only if you test the right products.

Winner: POD wins in long-term earnings. Dropshipping wins in fast cash flow.

Many people think that Print-on-Demand (POD) and Dropshipping are passive income businesses that don’t require effort. While both models allow you to start without upfront inventory, the truth is that you need strong marketing, customer service, and branding strategies to succeed in the long run.

If you’ve been wondering which model is easier to scale and more future-proof, you’re in the right place. In this section, we’ll compare branding potential, scalability, competition, and long-term success strategies for both POD and Dropshipping.

9. Branding & Customer Loyalty: Which Business Builds a Stronger Brand?

Building a brand is the key to long-term success in eCommerce. Without branding, you’re just another online seller competing on price. Let’s compare POD and Dropshipping in terms of brand identity and customer retention.

Print-on-Demand: A Customizable Brand Experience

POD is a branding powerhouse because you can create unique, niche-focused products that no one else sells.

How POD Helps in Branding:
Custom Designs & Personalization – You can sell exclusive, one-of-a-kind products that reflect your brand.
Branded Packaging (Limited Options) – Some POD suppliers like Printful allow custom packaging, but most don’t.
Stronger Customer Connection – Customers remember your designs, making them more likely to return.
Community Building – If you create a store around a niche (e.g., dog lovers, fitness enthusiasts), you can build a loyal following.

Challenges of Branding with POD:
No Full Control Over Packaging & Shipping – Unlike traditional eCommerce, you can’t customize packaging for most suppliers.
Product Quality Varies – Since you rely on third-party printers, quality control can be inconsistent.

Best Strategy: Focus on a niche, create unique designs, and engage with customers on social media to build brand loyalty.

Dropshipping: A Generic Business Model (Unless You Stand Out)

Dropshipping is harder to brand because you’re selling products that many other sellers offer. However, branding is possible if done right.

How Dropshipping Can Be Branded:
Private Labeling & Custom Packaging – Some suppliers offer branded packaging, but this requires bulk orders.
Branding Through Marketing – A strong brand story and high-quality product photos can make your store look premium.
Influencer Partnerships – Working with influencers can boost brand credibility and separate you from competitors.

Challenges of Branding with Dropshipping:
No Unique Products – Since products are sourced from AliExpress or similar suppliers, other stores sell the same items.
Limited Customer Retention – Many dropshipping stores focus on quick sales instead of long-term customer relationships.

Best Strategy: If you choose Dropshipping, focus on high-quality branding, custom packaging (if possible), and strong customer service to stand out.

Which Model Builds a Better Brand?

POD is the clear winner for branding because you can sell unique products that reflect your store’s personality.

POD = Customizable, niche-focused branding
Dropshipping = Harder to brand unless you private label

Winner: Print-on-Demand is better for branding and customer loyalty.

10. Competition & Future Growth: Which Business Model Has More Long-Term Potential?

The profitability of any business depends on competition and scalability. Let’s see which model is more future-proof.

Competition in Print-on-Demand

POD is competitive but still offers room for growth because you can create original designs that stand out in specific niches.

Competition Factors in POD:
Less Direct Competition – Even if others sell t-shirts, your designs are unique, which reduces direct competition.
Multiple Sales Channels – You can sell on Etsy, Shopify, Amazon Merch, and Redbubble to maximize reach.
Creative Freedom – Unlike dropshipping, where products are mass-produced, POD allows you to innovate.

Challenges of POD Competition:
Saturated Niches Exist – Generic designs (e.g., “Just Do It” style quotes) are oversaturated.
Copycats & Copyright Issues – Others might steal your designs if you don’t trademark them.

Best Strategy: Target smaller, passionate niches (e.g., vegan pet owners, plant lovers, retro gaming) and build a loyal community.

Competition in Dropshipping

Dropshipping is one of the most competitive online business models because there are low barriers to entry.

Competition Factors in Dropshipping:
Easy to Start = More Sellers – Anyone can start a dropshipping store, making it highly competitive.
Low-Profit Margins Due to Price Wars – Many sellers compete by lowering prices, reducing profit potential.
Big Players Dominate Ads – Large dropshipping businesses can spend thousands on Facebook Ads, making it harder for beginners.

Challenges of Dropshipping Competition:
Saturated Market – Since products come from AliExpress, Temu, or CJ Dropshipping, many stores sell the same items.
Winning Products Don’t Last Forever – Even if you find a winning product, new competitors will drive ad costs up.

Best Strategy: Avoid general dropshipping. Instead, focus on high-ticket dropshipping (products over $100) or a specific niche.

Which Model Has More Future Growth Potential?

POD is better for long-term success because of its branding potential and unique products. Dropshipping is profitable in the short term but highly competitive.

POD = More sustainable, brand-focused growth
Dropshipping = Quick money but harder to sustain

Winner: Print-on-Demand is better for long-term success.

FAQs: Print-on-Demand vs Dropshipping – Which Business is More Profitable?

Got questions about Print-on-Demand (POD) vs Dropshipping? Here are some frequently asked questions to clear up any doubts!

1. Which is better for beginners, POD or Dropshipping?

Both are beginner-friendly, but POD is better if you want to build a long-term brand. Dropshipping is easier to start but highly competitive. If you’re creative and want to sell unique products, go for Print-on-Demand. If you prefer testing multiple trending products, dropshipping might work better.

2. Which business model makes more money?

It depends on how you run your business.

• POD can be very profitable if you create high-demand designs and target the right niche.
• Dropshipping can make quick profits, but because many sellers offer the same products, profit margins are lower.

In the long run, POD is usually more profitable because customers come back for your unique designs.

3. Does POD or Dropshipping require upfront investment?

Both models don’t require upfront inventory costs, but you still need money for:

• Website setup (Shopify, WooCommerce, etc.)
• Marketing (Facebook Ads, Google Ads, Influencers, etc.)
• Design creation (for POD, unless you create them yourself)

So, while you don’t need to stock products, you will need some budget for marketing and branding.

4. Which model is easier to scale?

Print-on-Demand is easier to scale if you build a strong brand. Since your products are unique, competition is lower than dropshipping.
Dropshipping can be scaled quickly if you find a trending product, but because of competition, it’s harder to keep winning products for long.

If you’re looking for a business that grows steadily, POD is the better option.

5. Which model has fewer customer service issues?

POD usually has fewer complaints because customers expect customized products to take longer to ship. However, product quality can vary, so choose a good POD supplier.
Dropshipping has more customer service issues because slow shipping times and quality concerns lead to more refund requests.

If you want fewer headaches with customer complaints, POD is a better choice.

6. What are the biggest challenges in POD and Dropshipping?

Challenges in POD:

• Creating unique designs that sell
• Finding reliable POD suppliers
• Marketing costs to reach the right audience

Challenges in Dropshipping:

• Fierce competition & low profit margins
• Long shipping times from suppliers
• High risk of product saturation

Both models require effort, marketing, and patience to succeed.

7. Can I do both Print-on-Demand and Dropshipping?

Yes! Many sellers combine both models to increase profits.
For example:

• Sell custom-designed t-shirts (POD) + trendy accessories (dropshipping).
• Sell POD mugs with motivational quotes + dropship fitness gear.

This way, you can build a brand while also taking advantage of dropshipping trends.

8. How long does it take to make money with POD or Dropshipping?

POD takes longer to grow because it depends on branding, design quality, and organic reach. But once you build a loyal customer base, sales become consistent.
Dropshipping can generate sales faster if you find a winning product, but trends change quickly.

If you want fast profits, dropshipping might be better. If you want a long-term business, POD is the way to go.

9. What is the best platform for POD and Dropshipping?

Here are the best platforms for each model:

For POD:

• Shopify (best for custom branding)
• Etsy (great for handmade & artistic POD products)
• Amazon Merch (for selling designs on Amazon)
• Redbubble, Teespring (for passive income without running ads)

For Dropshipping:

• Shopify (most flexible for automation & scaling)
• WooCommerce (best if you want more control)
• AliExpress, CJ Dropshipping, Zendrop (supplier platforms)

Choose a platform that fits your budget and business goals.

10. How do I choose between POD and Dropshipping?

Ask yourself these questions:
Are you creative and want to sell unique products? → Go with POD.
Do you prefer testing products and running ads? → Try Dropshipping.
Do you want a long-term brand with repeat customers? → POD wins.
Do you want quick profits and fast product testing? → Dropshipping might work.

Think about your skills, budget, and long-term goals before deciding.