Preparing a great Business and Marketing Plan

Neil HackleyDirector of Franchise Support

Suzanne GeelFranchise Marketing Consultant

Channel 64

Please Be Courteous

• Set all cell phones to vibrate• No texting or talking on phones

during presentations• Be respectful to presenters and

attendees• Hold questions till the appropriate

time

Goal setting1. Financial budget2. Business plan3. Marketing plan

Good Planning is the cornerstone of any successful business

“If you fail to plan, you plan to fail."

How many of you had a plan when you opened your

restaurant?

Why would you not have a plan to operate your business?

2011 Planning Tools1. Financial budget2. Business plan3. Marketing plan

Financial Budget1. Budget accurate and realistic2. Measure budget vs. actual3. Take the time to do it right4. Deadline November 22nd

Business Plan1. Start your 2011 business plan now

2. Plans are due by November 22nd

3. Choose goals & objectives wisely

4. Involve mgmt & team members

Marketing Planning

System-wide initiativesRole of local marketing

Planning process Planning tools

• 2011 Key promotional periodsValentine’s Day

National Cheese Fondue Day

Mother’s Day

BNO Launch

Father’s Day

December Holidays/Gift Cards

• Local Marketing Address unique opportunities of each location

Flexibility for local pricing & promotions

Guest engagement as traffic driver

• Planning Process

STEP 1: Develop strategies NOT tactics

Develop strategies utilizing Consumer Insights & Data– Who are true users?– What do they want? – What are roadblocks?– Pmix, discounts, promo, events

*Results will be KEY TO 2011 PLANNING

STEP 2: Sales Projections & Budgets

STEP 3: Develop Communications Calendar

STEP 4: Explore Tactical optionsHow/when to use different media?Costs?

STEP 5: Complete Planning Template

STEP 6: Review with FBC/FMC DRAFT DUE DEC. 1

STEP 7: Implement, Analyze & Revise

• Planning Tools

Things to consider….

Historical Sales Trends

Competitive Situation

Life-cycle of location

SWOT Analysis

• 2011 Local Marketing TemplateSAMPLE…

Smart Goal setting1. S = Specific2. M = Measurable3. A = Attainable4. R = Realistic5. T = Timely

Q & A

Documents

Contact Info