financial plan-marketing plan · components to building a successful business. let’s say that...
TRANSCRIPT
Financial Plan/Marketing Plan Success Template
Karen Pattock
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Financial Plan/Marketing Plan
Success Template
Congratulations on completing the Vision & Goal Setting training
course. It’s your foundation for putting a plan into action that will lead
you to success in your personal life as well as your business. My hope
is that you will apply the techniques that you learned in the training to
every aspect of your life.
I have built many successful companies in the last 20 years and I will
be the first one to tell you that becoming a workaholic isn’t the answer
to success. Neither is getting lucky or being in the right place at the
right time, (although that can help). The most valuable piece of
advice I can give you after 20 years of building businesses is, “You
must have a plan”.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Business plans are used by every successful business on the planet.
None of them are flying by the seat of their pants hoping that today
they will make a sale. Most businesses create a plan 12 months in
advance and review it every 90 days. Today you are going to learn
how to create your unique business plan for success. Because, let’s be
honest, it’s just easier to achieve what you want when you have a plan
and then create a strategy to achieve it.
This guide is going to take you through two separate processes that
will work synergistically with one another. First, we are going to create
a financial plan that breaks down your financial goals into categories.
Second, we will incorporate that plan into a marketing plan that will
give you a daily schedule to work from to achieve your financial goal.
There are many components to consider when creating this calendar.
v What is my annual income goal?
v What products/services will I need to create my desired income?
v What type of marketing will I need to do to sell my products/
services?
v How often will I be working on relationship building, product
promotion and plain old public relations to build my reputation?
Assignment #1
What is your annual income goal? I know, it’s tempting to say
$1,000,000. That’s the number that rolls off of everyone’s tongue. If
I made a million dollars my life would be great. Okay, that may be
your dream number, but for the purpose of this assignment let’s keep
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
it closer to the number that would be realistic to where your business
is now.
Your answer will depend upon your current situation. Do you already
have a full-time job and you are building a part-time business on the
side to supplement your income? Do you want to make your business
your full-time job? Maybe you just want to make an extra $300-$500
per month to lighten the load on your family. There are many families
that truly would be transformed with an additional $500.00 per month.
Question #1 – How much do I need to make each month to
accomplish my short-term goals? _____________________________
Question #2 – How much do I need to make each month to
accomplish my long-term goals? _____________________________
Question #3 – How much do I want to make each month to reach my
dream annual income? _____________________________________
Now that you have completed Assignment #1 let’s move on to the
next assignment. For the sake of this example let’s say that Gina,
(our female entrepreneur), decides that $12,000 is her answer to
Question #1. That equates to $1,000 per month. As we continue
through this process I will be using Gina’s goal of $1,000 per month to
show you how to create the marketing calendar for your business plan.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Assignment #2
Your next step is to determine what products and services you have to
offer right now and what types of products and services you will need
to create during the next 12 months to meet your income goal.
I feel that it is important at this point to quickly discuss your email-
marketing list. There are many business owners that don’t understand
why it is important to collect names and email addresses of current
and potential clients. The answer to that is that if they are interested
enough to be on your list then they are quite reasonably interested in
purchasing one or more of your products. Don’t be naïve and think
this is a waste of time. It isn’t!!! It is one of the basic foundational
components to building a successful business.
Let’s say that Gina’s current email marketing list has 250 people on it.
As part of this assignment she creates a goal for herself of growing
that list by 1,000 people over the next year. That would be equal to
84 people a month. She will need to have products in place that she is
marketing each month that will attract 84 new people. Those products
can be FREE special reports, audios, videos, lists, etc.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Question #1: What is your email marketing list goal for the year?
My current list is: _____________________________________
My total year-end goal is: ________________________________
Year-end goal __________
Less: Current list __________
Equals Net Increase for the year __________
Question #2: How many people per month do I need to meet that
goal? (Take the above net increase for the year and divide by 12)
____________________________________________________
What products will I use for growing my list? (List 4-5 products)
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
Next let’s talk about what types of products/services you currently
have for sale as well as future products that you will create.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Question #3: List the products/services your currently have for sale.
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
For the sake of our example here are the products that Gina currently
has for sale.
1) She has an eBook that she sells for $19.97.
2) She sells a direct sales product that earns her $20.00 per sale.
3) She has a 3-month group-coaching program that sells for
$197.00.
Question #4: List the products/services you want to add within the
next year.
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Gina plans to add two different teleseminar trainings to her list of
products/services.
1) Teleseminar #1 - $27.00 per participant
2) Teleseminar #2 - $19.00 per participant
Now is the fun part. Let’s take a look at Gina’s annual income chart to
see if she needs to make any tweaks.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
GINA’S FINANCIAL PLAN
Activity/Product/Service How
Often
Result Annual
Income
Email List Growth Monthly 84 names 0
eBook Sales ($19.97) Monthly 10 sales x 12 $2,396.40
Direct Product Sales ($20.00) Monthly 15 sales x 12 $3,600.00
Group Coaching ($197/3 mos) Monthly 4 x’s per yr
w/5 people
$3,940.00
Teleseminar #1 ($27.00) 1 per yr 40 people $1,080.00
Teleseminar #2 ($19.00) 1 per yr 65 people $1,235.00
TOTAL INCOME $12,251.40
OK, now it’s your turn. The following page has a blank chart for you to
use as your template. It may take you working through it a few times
before you reach your annual income goal, but it will be your working
manual for the year when you are finished.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
MY FINANCIAL PLAN
Activity/Product/Service How Often Result Annual
Income
TOTAL INCOME
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Congratulations! That is a huge step toward making your vision and
goals a reality. Next, we are going to take it a step further by creating
a marketing calendar.
The object of a marketing calendar is to set in place a structure for
consistent and relevant marketing, as well as relationship building
activities. These activities would include things like your
newsletter/blog, audios, videos, email, social media, direct mail, etc.
The modalities that you choose are a personal choice. What works for
one person doesn’t always necessarily work for the other. It will be up
to you to experiment with each one to decide what resonates well with
you and your target market.
Another choice you will need to make is how often you will be
completing each task. For example, you may want to send your
newsletter out once per week, therefore, it will be on your marketing
calendar 52 times. Things like a direct mailer may only be scheduled
twice per year as the content will be geared toward participants in
your upcoming coaching program.
In continuing with our example of our entrepreneur Gina, let’s see
what two months of her marketing calendar looks like.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Monday Tuesday Wednesday Thursday Friday 1
OPTIN OFFER
2 3
EBOOK PROMO
4
NEWSLETTER
5
OPTIN OFFER
8
OPTIN OFFER
9
DPS PROMO
10 11
NEWSLETTER
TELECALL
INVITE
12
OPTIN OFFER
15
OPTIN OFFER
16
TELECALL
INVITE
17
EBOOK PROMO
18
NEWSLETTER
TELECALL
INVITE
19
OPTIN OFFER
TELECALL
22
OPTIN OFFER
23
DPS PROMO
24 25
NEWSLETTER
26
OPTIN OFFER
29
OPTIN OFFER
30 31
EBOOK PROMO
Monday Tuesday Wednesday Thursday Friday 1
NEWSLETTER
2
OPTIN OFFER
5
OPTIN OFFER
6
DPS PROMO
7
GROUP COACH
INVITE
8
NEWSLETTER
9
OPTIN OFFER
12
OPTIN OFFER
13
GROUP COACH
INVITE
14
EBOOK PROMO
15
NEWSLETTER
16
OPTIN OFFER
GROUP COACH
INVITE
19
OPTIN OFFER
20
DPS PROMO
21
GROUP
COACHING
BEGINS
22
NEWSLETTER
23
OPTIN OFFER
26
OPTIN OFFER
27 28
EBOOK PROMO
29
NEWSLETTER
30
OPTIN OFFER
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
I know that the calendar looks full, but most of those items will
literally take you less than 2 minutes to complete. Many also can be
automated.
In addition to the things listed above, you should be interacting on
your Facebook page and Twitter page daily. If you don’t yet have a
business Facebook page and a Twitter account you need to get them
set up immediately. Interacting on your personal profile for business
within Facebook isn’t professional. Not to mention you are not allowed
to promote your products on your personal profile.
Now it’s your turn! On the next page you fill find a blank calendar for
your use. Feel free to print it and scribble all over it until you get it
just right. The sky is the limit.
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
MY MARKETING PLAN
Monday Tuesday Wednesday Thursday Friday 1
2
5
6
7
8
9
12
13
14
15
16
19
20
21
22
23
26
27 28
29
30
31
Copyright © 2012 by Make A Difference Make A Living – All Rights Reserved
Way to go! I know that this task is a lot of work and I’m so proud of
you for completing it.
Can you see how helpful that it will be in assisting you in successfully
meeting and succeeding your goals?
No more procrastination! No more excuses! At this point you have
everything you need to start marketing your business regularly and
effectively.
By creating a carefully thought out marketing plan that compliments
your financial plan you will give your clients and prospects exactly
what they need for you to become their trusted resource. It’s only a
matter of time before you hear the words, “You’re Hired!”.
If you have any questions, you can connect with me on Facebook at
http://www.facebook.com/KarenPattockBiz. Please feel free to share
your successes there as well.
As always, I wish you tremendous success!
Karen Pattock
Make A Difference Make A Living