Aims of a sole trader is to first become stable. Their main objective will be to break even so that they are losing no money, then it will be to make profit. Sooner or later, they may think about becoming a private limited company and making even more money - because there will be at least two people funding the company. A sole trader also needs to make sure that they are certain about who their customers are so that they can promote their business is the correct way. E.g. If a jewellery store sells jewels to teenage people, then they will make sure that they are advertising in places that they go to and not in an old people's home.