Marketing 101Developing A Marketing Plan For Your Business

What should be in your project?

AGENDA

• Description of features• Description of benefits• Customer profile• Competitive advantage

BOTTOM LINE

• What are you selling?• Why should people care?• Who is “the one” customer?

• Describe in detail your product or service• Describe product or service features• Explain the core benefits• Identify your “one” customer• Clarify your point of differentiation• Write it up like a plan

WHAT SHOULD BE IN YOUR PROJECT?

• Service features– What do you do?– For whom?– When do you offer your services?– How often?– How does someone order your service?– Where are you located?

DESCRIBE YOUR SERVICE

Product Features

DESCRIBE YOUR PRODUCT

BENEFITS

• “The One” you will talk to consistently– Facts (live, income, gender)– Preferences (read, eat, watch,

do)

• How does he/she behave?– Fit in?– Get ahead?– Value family?– Impulse?– Life change?

WHO’S YOUR CUSTOMER?

CUSTOMER PROFILE

“Reason someone would buy your product over the competitor’s on a regular basis.”

Combination of your features, benefits, profile knowledge, and BRAND

COMPETITIVE ADVANTAGE

COMPETITIVE ADVANTAGE

• Choose one or two close competitors• What product or service do they have that’s similar?• How would you convince a consumer to purchase your product/service over theirs?

STRUCTURE

• Start with an introduction• Focus each paragraph on one idea at a time• Transition between paragraphs• End with a conclusion

Proofread your work and have someone else proofread it too!

QUESTIONS?