marketing plans made simple

Laura Wiegert and Mark McLaughlinChamber Café

January 24, 2012

SWOT AnalysisStrengths

WeaknessesOpportunities

Threats

Evaluating your business and the market

StrengthsInternal – within your businessYour company’s strengths; foundation

Personal education/experienceFacilities and equipmentFinancial resourcesLocation

Examples

WeaknessesInternal – within your businessWeaknesses you need to overcome

Personal education/experienceFacilities and equipmentFinancial resourcesLocation

Examples

OpportunitiesExternal – in the marketplaceOpportunities to take advantage of

Demand for product/serviceCompetitionRegulation; requiredDemographicsSocio-economic factors

Examples

ThreatsExternal – in the market placeThreats that may be barriers to success

Demand for product/serviceCompetitionRegulation; requiredDemographicsSocio-economic factorsCost for supplies, employees, space

Examples

Marketing Plans Made SimpleMy Marketing Plan

Basic plan – focus on small business

Build your plan during this presentation

My Marketing Plan1. What is the reason for my existence?

My Marketing Plan2. What sets my business apart from the rest?

My Marketing Plan3. Who else does what I do?

My Marketing Plan4. Who is my ideal customer(s)?

My Marketing Plan5. What’s most important to my ideal customer?

My Marketing Plan6. What do I want to accomplish this year?

Be specific; Measurable Timeline

Financial target Number of customers Number of services/products sold Expansion of building completed Education/training completed

My Marketing Plan7. How am I going to get there?

Marketing Activities (Details later) Actions to take step by step

Promotions Hiring staff Borrowing money

My Marketing Plan8. What message will trigger my customer to think of my business?

Related to #5 – What’s important to my customer?

How to communicate Appearance Sound Timing Key words

My Marketing Plan9. How much money will I need to get it done?

Consider all expenses Pay and benefits Rent and utilities Insurance Advertising License fees Equipment Remodeling Supplies

What may be unique to your business?

Sample Plan

Marketing Activities Worksheet

SAMPLES in your packet:

Open HouseCustomer Referral ProgramPromotional Mailer

Marketing Activities WorksheetNEWSLETTER1. Action2. How completed3. When begin and end4. Who is responsible5. Where will the activity take place6. How much will the activity cost7. How will it contribute to profitability8. How do I track effectiveness

Questions?Questions?

Thank YouThank You