time management seminar marketing plan

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Time Management Seminars Business Marketing PlanAdvanced Linguistic Pontificators

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Table Of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 32.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . 32.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 42.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 5

2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 62.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 62.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 62.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 83.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 93.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 114.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 155.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15

1.0 Executive Summary

Advanced Linguistic Pontificators (ALP) is a seminar production company that offers seminar and training programs to medium and large size companies. The programs are presented by Daug Matisim, a nationally recognized author. Daug teaches advanced reading and time and stress management. In both topics, Daug is a recognized expert. Daug's expert status will help Advanced Linguistics rapidly gain market share and long-term customers.

The programs will be offered in seminar format (audience as observers) and training program format (audience as participants) around the country. Even in economic downturns, successful companies recognize the value in investing in human capital through training programs/professional development.

The target market includes medium to large companies with 50+ employees, with training needs best served through a qualified, outside training resource.

Advanced Linguistic Pontificators' mission is to provide companies with high quality training seminars. ALP exists to attract and maintain customers. When it adheres to this maxim, everything else will fall into place. ALP's services will exceed the expectations of its customers.

Marketing strategy will include public seminars and the leveraging of ALP's books and printed materials. These activities will create awareness, establish credibility, and secure clients for their initial experience with ALP.

Once the word is out that Daug is on the seminar circuit profitability will be reached by the end of year two.

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$20,000

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$140,000

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$200,000

2003 2004 2005

Medium size companies

Large size companies

Annual Sales Forecast

Advanced Linguistic Pontificators

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2.0 Situation Analysis

Advanced Linguistic Pontificators is in its first year of operation. While Daug is experienced in this field, this is his first foray in creating a seminar and training company. In order to gain sufficient revenue, it will be necessary to develop and implement a strategic marketing plan. The basic market need is for a high quality, effective seminar and training production company. This market need will be addressed through ALP's service offerings.

2.1 Market Summary

ALP possesses good information about the market and the customers within. This information will be leveraged to better understand who is served, their specific needs, and how ALP can better communicate with them.



Target Markets

Table 2.1: Target Market Forecast

Target Market ForecastPotential Customers Growth 2003 2004 2005 2006 2007 CAGRMedium size companies 6% 6,234 6,608 7,004 7,424 7,869 6.00%Large size companies 5% 2,107 2,212 2,323 2,439 2,561 5.00%Total 5.75% 8,341 8,820 9,327 9,863 10,430 5.75%


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2.1.1 Market Demographics

The profile for Advanced Linguistic Pontificators' target market consists of the following geographic, demographic, and behavior factors:

Geographics • The immediate geographic target is the city of Portland, OR with a population of 2.3 million. • The total targeted population is 8,341 companies.

Demographics • Medium and large companies. • Medium companies are companies with 50 to 100 employees. • Large companies have more than 100 employees. • Have substantial training budgets.

Behavior Factors • Act in a way that recognizes a long-term strategy toward business. • Attempt to act proactively rather than reactively to business issues. • Recognize the vast intellectual capital that the company holds and participate in activities

that develops and captures this capital.

2.1.2 Market Needs

Advanced Linguistic Pontificators is providing its customers with several different seminars and training courses for medium to large size companies. ALP seeks to fulfill the following benefits that are important to customers.

• Expert-level knowledge- This is extremely important to customers since they are spending a fair amount of money on the training services.

• Useful topics- There is little reason to spend money on training seminars if the topics of the training are not helpful for the day-to-day activities of the company.

• Customer-centric services- The service provider must have flexibility and a customer focus in order to truly meet the needs of each individual customer.


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2.1.3 Market Trends

Advanced Linguistic Pontificators has observed two differing trends within the training industry.

1. Seemingly short-sighted companies tend to cut back on training during economic downturns.

2. More holistic companies adopt a proactive attitude that recognizes the value in their employees and do not trim the company budget through massive cuts in the HR department training budget.

These two patterns of behavior are fairly indicative of the differentiation between surviving or withering companies, and companies that excel.

Despite the growing recognition that cutting the HR budget during downturns is a counter-productive idea, in practice it is still quite common. Fortunately for ALP, the customers that Advanced Linguistic Pontificators prizes are the ones that are most likely to make it through economic downturns.

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2003 2004 2005 2006 2007



Market Forecast


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2.1.4 Market Growth

The national seminar/training industry has grown into a $987 million dollar industry in the last ten years. The last four years have seen a 4.5% industry growth rate. This growth can be explained by several phenomena:

• The recognition of value in developing human capital. • The increased usage of out-sourced service providers, a switch from the previous use of in-

house staff. • The adoption of forward-looking ways of generating operating efficiencies through the

application of continuous training.

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4.00%

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Medium size companies Large size companies

Target Market Growth

2.2 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Advanced Linguistic Pontificators.


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2.2.1 Strengths

• Expert knowledge in the seminar subject matter. • Well designed programs. • Customer-centric business model.

2.2.2 Weaknesses

• Lack of brand equity, a function of being a start-up business. • ALP's greatest asset, Daug's expertise, takes a while to gain widespread recognition within

this new market niche. • The inability to rapidly scale up because the organization currently has only one in-house

expert.

2.2.3 Opportunities

• Participation in a growing market space. • Ability to gather quantitative data supporting the contention that ALP 's services can add to

a company's bottom line. • The ability to decrease overhead/event variable costs as Daug increases the number of

seminars that he produces and presents.

2.2.4 Threats

• Can be effected by economic downturns. • Potential competition from well-known consultancies such as Franklin-Covey or Innovative

Learning Group. • A change in the market when companies decide to use in-house staff.

2.3 Competition

There are many different competitors in this space:

• Seminar production companies that act only as producers of the events, they do not make the actual presentation. These companies typically have a list of different presenters that they use.

• Independent seminar presenters. • Independent training program presenters. • Both presenters and promoters- like Advanced Linguistic Pontificators.

The competition is on a national scale. Being local is insignificant in this industry. Companies will fly a speaker in from wherever they are in the country. Buying habits are based on word-of-mouth referrals, reputation, topic/skill needed, availability, etc.


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2.4 Services

Advanced Linguistic Pontificators will provide medium to large size companies with training programs and seminars covering the subjects of advanced reading, stress management, and time management. The advanced reading course will teach speed-reading with increased comprehension and memory. Stress management will teach techniques to better deal with stress, and time management will teach methods to become more efficient with the limited amount of time that we all have.

The subjects will be taught in either seminar format or training program format. The seminar format is a presentation that concentrates on a specific topic. For the seminars, the audience just observes. A training program is like a seminar but with a twist, the attendees are not merely spectators but actual participants in the entire process.

Additionally, Daug will offer seminars to the general public. This will not be a targeted segment, but will be used to increase awareness of Advanced Linguistic Pontificators to drum up future business.

2.5 Keys to Success

The following are Advanced Linguistic Pontificators' keys to success:

• Professionalism. • Usefulness of the service/training. • Customer satisfaction. • Repeat use. • Customer referrals.

2.6 Critical Issues

Advanced Linguistic Pontificators is still in the speculative stage as a start-up service provider. The critical issues that they face are the need to:

• Continue to take a modest fiscal approach to expansion. Expansion should be undertaken only to meet present customer needs. The expansion bandwagon should not be jumped on to meet some future, uncertain need.

• Establish Advanced Linguistic Pontificators as the premier seminar production and presentation company in its specific niche.

3.0 Marketing Strategy

Advanced Linguistic Pontificators has a multi-part strategy for targeting the two chosen segments. The first part is through public seminars. A public seminar is a presentation on a subject that is offered to the general public. They are typically held in a library or some other public building. While public seminars are not big money makers and sometimes will lose money, they bring together a diverse audience to view the seminar. This is quite valuable because within this diverse crowd are people that work in companies that would otherwise never have heard about Advanced Linguistic Pontificators. It becomes a wonderful advertising tool.

The second way ALP will reach its target market is through visibility of printed material, specifically books. Daug has published two books, one on advanced reading, the other on stress and time management. Having the speaker published adds invaluable amounts of credibility and authenticity. These books are typically designed for managers so it is not unusual that a manager


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will have read the book and then become inspired to have the author come and provide a training session for the company.

The third method of reaching the target market will be advertisements in several industry journals. Most of the journals will be HR-based. This will develop good visibility as it is, more often than not, the Human Resources department's responsibility for bringing in people for training seminars.

Lastly, ALP will utilize a robust website to market their services.

3.1 Mission

Advanced Linguistic Pontificators' mission is to provide companies with high quality training seminars. ALP exists to attract and maintain customers. When the company adheres to this maxim, everything else will fall into place. ALP's services will exceed the expectations of its customers.

3.2 Marketing Objectives

• Increase the number of clients by 15% a year. • Obtain 10% of revenues from repeat customers. • The utilization of Advanced Linguistic Pontificators by at least five of the top 100 companies

as ranked by Forbes magazine.

3.3 Financial Objectives

• Develop a sustainable business that achieves profitability within the first two years. • Decrease production costs by 3% every two quarters. • Grow the business to the point where support staff is needed.

3.4 Target Markets

Advanced Linguistic Pontificators has two different segments that they are targeting:

• Large corporations of 100 or more employees. This segment usually purchases training seminars through specific divisions in the company. Typically, a specific manager will have money in their budget and they will choose to have their department trained.

• Medium size companies of 50-100 employees. This segment typically purchases the training seminars through the HR manager or the training manager. The medium size companies generally will have the training applied to the entire organization, not just a certain section of the company.

These are the two typical customers that Advanced Linguistic Pontificators will serve and therefore they will be segmented and targeted. These segments are good customers because it is normal for companies of these sizes to have earmarked money for training. Presumably, based on their size and degree of success, these companies recognize the value that they hold in intellectual capital and the need for future investments to maintain the intellectual equity. This recognition of value in training makes them ideal customers. Lastly, economic downturns do not seem to effect business from these sources because of the recognition that it is usually more cost effective to have training done by a third party then to try to have a solution crafted in-house.


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3.5 Positioning

Advanced Linguistic Pontificators will position itself as the premier seminar production company for its subject specialties. The desired positioning will be achieved by leveraging its competitive edge: Daug's expertise.

Daug is a nationally recognized expert in the fields that he presents. Much of the recognition was derived through the publication of his books. As an expert and an engaging presenter/trainer, Daug is able to offer presentations and training sessions that leave customers with the feeling that they've learned a tremendous amount of information, and consequently, they cannot wait to sign up for another one.

3.6 Strategy Pyramids

The single objective for Advanced Linguistic Pontificators is to become the most respected seminar production company in the fields of advanced reading and time and stress management. The marketing strategy will seek to first create customer awareness regarding the offered services, second, develop the customer base, and then work toward building customer loyalty and referrals.

The message that ALP will communicate is that they are the most advanced and professional seminar production company available. This message will be communicated by various methods. The first method will be through the use of public seminars. These public seminars are an easy and successful way of introducing Advanced Linguistic Pontificators to a large and varied group of people.

The second method will be through promotion of Daug's publications. Promoting publications is a very efficient way of developing legitimacy and expert status recognition within the different targeted groups.

The third method will be with advertisements. The ads will be placed in a couple of industry publications, primarily HR journals. These journals are well read by the respective professionals and are referred to as a good source of service providers.

The last method will be a website that will offer general information in addition to examples of presentations.

3.7 Marketing Mix

Advanced Linguistic Pontificators' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

• Pricing- The pricing scheme is generally based on an event fee. ALP will, however, offer flexible pricing schemes such as a yearly charge that offers services throughout the year.

• Distribution- Seminars and training are generally offered at the client company's facilities, nationally or internationally.

• Advertising and promotion- The marketing campaign will employ several efforts including journal advertisements, public seminars and a robust website.

• Customer service- A customer-centric business model will be employed ensuring that customer's expectations are exceeded.


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3.8 Marketing Research

In order to gain insight into the market, Daug conducted market research in the form of questionnaires. The questionnaires were given to the decision makers within 100 different prospective companies. The return rate for the questionnaire was 42%, significantly above the rate of return that is generally expected. Daug knew many of the people and that most likely is the reason for the high rate of return. The quality and relevance of the questionnaire was ensured by employing a graduate student in statistics for the production of the questionnaire.

The results of the questionnaire were quite insightful. While some of the responses served to confirm already held assumptions, some of the results provided new information and insight for ALP.


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4.0 Financials

This section will offer a financial overview of Advanced Linguistic Pontificators as it relates to the marketing activities. Topics will address break-even analysis, sales forecasts, expense forecasts, and how those link to the marketing strategy.

4.1 Break-even Analysis

The break-even analysis indicates that revenue of $5,667 needs to be generated each month to reach the break-even point.

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Monthly break-even point

Break-even point = where line intersects with 0

Break-even Analysis

Table 4.1: Break-even Analysis

Break-even Analysis:Monthly Units Break-even 2Monthly Sales Break-even $5,667

Assumptions:Average Per-Unit Revenue $2,500.00Average Per-Unit Variable Cost $250.00Estimated Monthly Fixed Cost $5,100


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4.2 Sales Forecast

Advanced Linguistic Pontificators' sales strategy is relatively straight-forward. Let the customer see part of a presentation in addition to the information contained in Daug's book and the product/service will sell itself. The customer will see examples of Daug's work through three avenues.

1. Purchase a copy of Daug's book. 2. Receive an excerpt of the book from Advanced Linguistic Pontificators' office. 3. View an example of one of Daug's presentations via streaming media from Advanced

Linguistic Pontificators' website.

These examples of Daug's work will speak for themselves. Once the customer is interested, they would only need to contact the office and determine availability, and set up an event.

The first month will be used to set up the office and schedule some public seminars for month two. There will be some sales activity during months three through seven. Starting month eight, things will begin to pick up nicely as word gets out that Daug is on the circuit.

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec



Monthly Sales Forecast

Table 4.2: Sales Forecast

Sales ForecastSales 2003 2004 2005Medium size companies $49,825 $84,000 $90,000Large size companies $57,200 $97,000 $100,000Total Sales $107,025 $181,000 $190,000

Direct Cost of Sales 2003 2004 2005Medium size companies $7,474 $12,600 $13,500Large size companies $8,580 $14,550 $15,000Subtotal Cost of Sales $16,054 $27,150 $28,500


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4.3 Expense Forecast

The marketing expenses will be budged so they are fairly high during the first quarter. This will serve as an introduction of ALP's services to their perspective customers. The expenses will settle down until the last quarter when they will rise again.

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Public seminars

Publication promotions

Advertisements

Website

Monthly Expense Budget

Table 4.3: Marketing Expense Budget

Marketing Expense Budget 2003 2004 2005Public seminars $2,250 $2,000 $2,200Publication promotions $1,825 $2,000 $2,200Advertisements $3,860 $4,000 $4,500Website $3,400 $2,000 $2,500

------------ ------------ ------------Total Sales and Marketing Expenses $11,335 $10,000 $11,400Percent of Sales 10.59% 5.52% 6.00%Contribution Margin $79,636 $143,850 $150,100Contribution Margin / Sales 74.41% 79.48% 79.00%


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5.0 Controls

The purpose of Advanced Linguistic Pontificators' marketing plan is to serve as a plan and guidepost for the organization. The plan will act as a map to chart future activities as well as a mechanism to track progress.

The following areas will be monitored to gauge performance:

• Revenue- monthly and annual. • Customer satisfaction. • Revenue from repeat customers • New customer acquisition costs and effectiveness.

5.1 Implementation

The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.


Marketing plan completion

First three public seminars

Advertising campaign #1

Advertising campaign #2

Milestones

Table 5.1: Milestones

Milestones PlanMilestone Start Date End Date Budget Manager DepartmentMarketing plan completion 1/1/03 2/1/03 DaugFirst three public seminars 2/1/03 4/1/03 $600 DaugAdvertising campaign #1 3/1/03 6/30/03 $1,860 DaugAdvertising campaign #2 7/1/03 12/31/03 $2,000 DaugTotals $4,460


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5.2 Marketing Organization

Daug will be responsible for the marketing activities. As an outsource provider of expertise himself, Daug recognizes and supports his own service industy, and so, will use outside providers for tasks that are beyond his acknowledges skill set.

For website development he will utilize the expert knowledge of 1st-at-the-Top.com Internet and E-commerce Consultants. As a full-service consultancy and provider, 1st-at-the-Top.com offers website design and development, site hosting, as well as the all important search engine submission and placement.

5.3 Contingency Planning

Difficulties and risks:

• Problems generating visibility. • Overly aggressive and debilitating actions by competitors. • Problems with the general economic climate.

Worst case risks may include:

• Determining that the business cannot support itself on an ongoing basis. • Having to liquidate equipment or intellectual property to cover liabilities.


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Table 4.2 Sales Forecast

Sales Forecast PlanSales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMedium size companies $0 $0 $2,000 $3,500 $4,000 $4,000 $4,200 $5,200 $6,000 $6,500 $7,025 $7,400Large size companies $0 $0 $2,000 $4,000 $5,000 $4,500 $4,700 $6,000 $7,000 $7,500 $8,000 $8,500Total Sales $0 $0 $4,000 $7,500 $9,000 $8,500 $8,900 $11,200 $13,000 $14,000 $15,025 $15,900

Direct Cost of Sales Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMedium size companies $0 $0 $300 $525 $600 $600 $630 $780 $900 $975 $1,054 $1,110Large size companies $0 $0 $300 $600 $750 $675 $705 $900 $1,050 $1,125 $1,200 $1,275Subtotal Cost of Sales $0 $0 $600 $1,125 $1,350 $1,275 $1,335 $1,680 $1,950 $2,100 $2,254 $2,385

Appendix: Advanced Linguistic Pontificators

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Table 4.3 Marketing Expense Budget

Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecPublic seminars $175 $200 $225 $250 $100 $125 $125 $150 $150 $225 $250 $275Publication promotions $100 $125 $150 $175 $100 $110 $120 $130 $140 $200 $225 $250Advertisements $400 $435 $425 $400 $200 $225 $250 $250 $225 $200 $400 $450Website $1,000 $100 $100 $100 $100 $500 $100 $100 $100 $100 $1,000 $100

------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------Total Sales and Marketing Expenses $1,675 $860 $900 $925 $500 $960 $595 $630 $615 $725 $1,875 $1,075Percent of Sales 0.00% 0.00% 22.50% 12.33% 5.56% 11.29% 6.69% 5.63% 4.73% 5.18% 12.48% 6.76%Contribution Margin ($1,675) ($860) $2,500 $5,450 $7,150 $6,265 $6,970 $8,890 $10,435 $11,175 $10,896 $12,440Contribution Margin / Sales 0.00% 0.00% 62.50% 72.67% 79.44% 73.71% 78.31% 79.38% 80.27% 79.82% 72.52% 78.24%

Appendix: Advanced Linguistic Pontificators

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time management seminar marketing plan

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