“Marketing The Business Owner: A Personal Marketing Plan

Template”

Blake Escudier PhDUniversity of Fredericton

If you were hiring a Professional Manager to run your company –

what Knowledge, Skills, and Abilities would you want this

person to have?

If you were applying for a position to run a small

business (for an owner) – what Knowledge, Skills, and Abilities would you say positions YOU

as the best candidate?

Because someone wants to open and manage their own

business – should they think any differently?

Personal Marketing Planfor Nascent Entrepreneur

TEMPLATEUse this template as your guide to success!

Your name Personal Marketing Plan

A. Vision This section should incorporate two components:

Strategic IntentThis is your goal (what you wish to accomplish with this plan)

Desired Company and Industry Identify the name of the company and the industry you will participate in for this strategic intent.

My Vision is to:•Position myself within the Pet Food

Industry as someone pet owners and stakeholders may turn to for answers for their Dogs & Cats.

•Strategic IntentFocus energies on learning who’s who in the Pet Industry and research healthy food for Dogs & Cats

•Desired Company and IndustryEarthwise Pet Supply – “Healthy food for Dogs & Cats” Franchise.

B. Marketing Summary This section should include three elements:

SWOT

Competition

Core competencies

Your name Personal Marketing Plan

We all have knowledge, skills and abilities – but how do mine relate to running a business?

Someone who loves pets and has owned dogs all their life – does not mean they have the ability to run a business! Even being a Veterinarian does not qualify someone to run a business.

SWOT Analysis

Looking at your significant life events and accomplishments, complete a SWOT analysis on yourself. Consider your efficacy and self-efficacy for operating a business.

StrengthsWeaknessesOpportunitiesThreats

Competition Describe the business environment situation that you are competing – for capital, market, political, etc.

Core Competency Identify the core competencies you will need to acquire if you are to be successful in your business, industry and personal work/life balance. Consider both efficacy and self-efficacy.

Your name Personal Marketing Plan

Competition• Who else is in the business/industry where

you plan on opening? Why hasn’t someone else done what you plan on doing?

Core Competencies• Experience running a business (Finance,

Marketing, Negotiating, Managing People)• Knowledge of Pet Food Industry• Commitment to making a business

successful

C. Target MarketsThis section should describe the type of organizations that you want to target. These are the organizations that will add value to your business efficacy.

Business Organization Leaders (Who & Why)Demographic (Reach of Stakeholders)Industry Networks

In addition identify:How do you plan on reaching these targeted people?

Your name Personal Marketing Plan

Local business support organizations Local Private Business for

Contracting/outsourcing business functions.

Financial Lending People at Banks Logistics/Transportation Companies Local Political people Local Industry Companies

• Vets, Day Care, Groomers, Boarding, Other Pet Organizations & Associations

Get to know who is who in the following

D. Positioning Statement• State the outcome you desire to establish in the

minds of your targets.

• Two words or phrases that are related to the skills and/or knowledge you would like your target markets to think about you!

Thus, what attitudes and mindset do you want them to have concerning you? Build upon your SWOT analysis and core competencies.

• Two words or phrases that identify personal traits you offer in return for the networking relationship

Think of it this way: after an initial meeting with someone, if you could secretly listen to the post-interview conversation, what would you like to hear said about you?

Your name Personal Marketing Plan

He cares about your Pet &

knows what is good for them!

He & his Company Staff will be there for you & your pet

if/when you need him!

E. Marketing MixThe next few slides cover how you will use your four marketing mix tools (product, price, place, and promotion) to support your positioning statement. For each element of the marketing mix, identify the feature with a short explanation of why and how that feature would be a benefit to your knowledge skills & abilities for running a business in the Pet Industry.

Your name Personal Marketing Plan

Product•Remember – YOU are the product! From your SWOT – what areas do you need to improve in yourself in order to reach your objectives?

•Are there areas in your knowledge skills & abilities you should emphasize while networking?

Price•Realistically – what will it take financially? – Not just to open the franchise – but to maintain your family lifestyle and allow you to save for the future? Future growth or Future retirement?

•How will you manage your money? Who will manage your money?

Place•Where do you plan on locating?

•Who are the various stakeholders you need to network with?

•How will you communicate with the various stakeholders?

Promotion•How will you present yourself to the

various stakeholders?•What is the message you want to

communicate with people whom you are trying to learn from?

•Who will you use for future promotions? How will you use them?

F. IMPLEMENTATION  Describe a plan that states specifically what needs to be done and when each item will get done. This plan should include all efforts that still need to occur and should include your schedule for follow-up with various stakeholders to keep relationships current.

•Next Steps for Next Quarter 

•Next Steps for Next 6 Months 

•Next Steps in 1 Year  

•Next Steps in 5 Years 

Your name Personal Marketing Plan