Internal evaluation is intended to assess the relative worth of each member of your business; that is, what a person does best and where the person should be focusing his efforts. External evaluation, meanwhile, is what the people who are performing the OOE are responsible for; they perform the actions that will show what your business must do to succeed as a whole. Both internal and external evaluations require participation between the members of your business and the evaluating group. The overall functionality of your business cannot be determined without this communication, as it will shape the design of your business' recommended focus after the evaluating group finishes its work.
The evaluating group uses the needs you have identified for your business; writing these needs down beforehand lets the OOE group know what it should be looking for when performing its internal evaluation. Knowing these needs also helps the group figure out where your business is targeting its efforts, and how to best take advantage of the work your business is already putting in. Also, the group can identify on its own how to best serve your business' customers; for example, if you run an after-school tutoring program, the group can look for ways to best transport your students to and from the program.
Knowing which concrete accomplishments you want your business to achieve, and how you plan on making those dreams a reality, is the information the evaluating group uses to determine what is a realistic, attainable goal. For example, if your business wants to make a profit of $2 million over the first business quarter of next year, but the available products for sale cannot meet this number, then the OOE group will determine the best way to sell all of your products without alienating your customer base with overly expensive items. The group may also recommend looking to achieve goals through more plausible objectives, so that the business partially accomplishes a goal without compromising its functionality.
After the evaluation group finishes, a plan for further improvement of your business is presented. You view the areas of your business that are performing above documented expectations, and which ones can be tweaked to get your entire business operating at a high level. It is up to you to figure how you want to implement the recommendations of the OOE group. However, using the specific observations in the report that you may not have noticed before can be the best way to increase profits; you'll have both your ideas and the impartial group's thoughts to improve your business.