The word is in its plural form because it refers to both financial and non-financial performance. As regards financial performance, it refers to operating profitability (break-even point) and return on investment (financing plan in particular). The non-financial performance concerns the more qualitative elements, such as brand awareness, perceived quality of service, image, etc.

Here is episode 9 of our educational video series on the GRP Business Model. This new chapter deals with the performance component.