No business plans to fail… But one of the main reasons for business failure is the absence of a professionally developed marketing plan.

Whether you’re planning a new business launch or trying to take your existing business to the next level, you’ll turbo-charge your chances for success with a solid marketing plan. It’s one of the chief components of a full business plan—and a must if you want to maximize your business potential.

Your marketing plan carefully answers the questions, “What am I going to produce, for whom, and how will I promote and sell it to them?” It is a strategic document based on your company, your goals, offering, markets and customers. Your plan lays out how you’ll approach the market so your actions and expenditures are more likely to get the results you want.

Designed For

• Entrepreneurs and business owners in pre-launch start-ups firms

• Owners of existing businesses who need an updated marketing plan or a new plan to address new product/service initiatives

• Owners of existing businesses with no marketing plan

Overview

We develop your plan in stages. It begins with an assessment process where you provide detailed information through an executive interview and diagnostic survey. Then we conduct market research and formulate preliminary recommendations. We bring this information to an in-person planning session with you and your executive team that runs at least one full day and possibly part of another.

The planning session is an exhaustive but exciting process. We conduct a “master mind” style meeting during which we work with you to brainstorm a wide variety of possible strategies. Together, we discuss your options and then narrow them down into a feasible plan outline. The next step occurs off-site as we write your plan. We present the finished document to you in another executive session, conducted either in-person or via web-based technology.

If yours is like many small businesses, our marketing plan package provides most of what you need for a full business plan. It may be used to enhance the marketing section of an existing business plan. Or, if you don’t already have a business plan, the marketing plan we produce may be expanded into a full business plan. Ask for details.

Objectives 

1. Listen to you. We want to fully understand you, your goals, your strengths and your vision. Your plan should reflect the person behind the business, so the process begins with a personal interview and discussion about you.

2. Build your strategic foundation. Your marketing should be based on key foundational documents that define your company and your place in the market. Examples of these include your mission statement, vision statement, value proposition, branding and positioning strategy. If these elements already exist, we incorporate them into the marketing plan. If they do not exist, then we help you develop them.

3. Research your market and industry. The basis of a good plan is good research. We review secondary sources that bear on your market and industry. In addition, if necessary, we recommend and can coordinate primary research (e.g. focus group research or customer surveys).

4. Establish achievable objectives. The purpose of any plan is to achieve a goal. Your plan should be developed with specific, measurable goals in mind. If you haven’t already identified objectives, we help you define them.

5. Formulate marketing strategy and tactics. Working with you, we review relevant information and discuss possible options. Then we develop appropriate strategy and tactical actions geared toward your business and your goals. 

6. Prepare the written plan. Write a plan that helps you make a compelling case to investors, lenders, business partners or other interested parties.

7. Present the plan and make revisions. Following a detailed presentation of the plan to you and/or your executive team, we fine-tune the plan to achieve final document status.

8. Provide follow-up coaching to move you to the next steps. Once the plan is completed, it’s important that you take the necessary actions to successfully move you toward plan implementation. We support you in getting there with focused coaching designed to keep you on track.

Process and Deliverables

Here’s what you can expect as part of your investment in the Marketing Plan Package:

• Diagnostic assessment- written evaluation based on verbal interview

• Review of your existing business documents and collateral

• Strategic planning/brainstorming session- white board style, 1-1½ days on site

• Written mission statement

• Written vision statement

• Written value proposition

• Written recommendations on branding (or evaluation of your existing branding)

• Written marketing plan, including the following major sections:

1. Executive Summary

2. Situation Analysis

3. Marketing SWOT Analysis

4. Marketing Objectives and Issues

5. Marketing Strategy: addresses lead generation, alliances, distribution, referrals and follow-up marketing

6. Controls- how you will measure your progress

7. Promotional Schedule

8. Financials

• Executive presentation session

• Revisions (one round)

• Four 50-minute follow-up coaching calls within 60 days