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One Page Marketing Plan

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  • 1. THE ONE PAGE MARKETINGPLANScot Maitland, BAASHopper Creates, LLC &Pharmacy Marketing Quarterly
  • 2. OBJECTIVESAt the conclusion of this educational session, the attendee will beable to:• Identify the who, what and why of their market.• Describe metrics and what to look for when measuring success.• Identify their strengths, weaknesses, opportunities and threats intheir market.
  • 3. “Plans are only good intentions unless they immediately degenerateinto hard work.”Peter F. Drucker
  • 4. “The road to hell is paved with good intentions.”16th century proverb
  • 5. TRADITIONAL BUSINESS ANDMARKETING PLAN• Executive Summary• Company Description• Market Analysis• Organization & Management• Service or Product Line• Marketing & Sales• Funding Requests• Financial Projections• Appendix
  • 6. TRADITIONAL BUSINESS ANDMARKETING PLAN• Executive Summary• Company Description• Market Analysis• Organization & Management• Service or Product Line• Marketing & Sales• Funding Requests• Financial Projections• Appendix✕
  • 7. THE COMMITMENT“Will you actually swallow the pill you’ve prescribed yourself?”-Tim FerrisThe 4-Hour Chef:The Simple Path to Cooking Like a Pro, LearningAnything, and Living the Good Life
  • 8. THE 3 MONTH RULE• If you’re not going to review it every three months . . .Then there’sno point in writing it.• Your competitive edge is being flexible and nimble. Plan as you goso you can adjust to customer needs.
  • 9. THE 3 MONTH RULE• August 20, 2013• November 20, 2013• February 20, 2014• May 20, 2014
  • 10. WHERETO STARTLets start at the very beginningA very good place to startWhen you read you begin with A-B-CWhen you market you begin with aTweet
  • 11. ATWEET?We live in a 140 character world . . .Avoid complications.What doyou do in 140 characters**Characters not words!
  • 12. ATWEET?_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _
  • 13. OVERVIEW• What will you sell?
  • 14. OVERVIEW• Who will buy it?
  • 15. OVERVIEW• How will your business help people?
  • 16. THE MAGIC PILL• There isn’t a magic pill in health, but is there one in marketing?• What if you could meet in the middle of what you most want todeliver and what your customers most want to buy?
  • 17. SHOW METHE MONEY• What will you charge?
  • 18. SHOW METHE MONEY• How will you get paid?
  • 19. SHOW METHE MONEY• How else will you make money from this project?
  • 20. SHOW METHE MONEY
  • 21. SHOW METHE MONEY“Henry Ford learned of a process for turning wood scraps from theproduction of ModelTs into charcoal briquets. He built a charcoalplant and Ford Charcoal was created (later renamed KingsfordCharcoal).Today, Kingsford is still the leading manufacturer ofcharcoal in America.”- Jason Fried & David Heinemeier HanssonReWork
  • 22. MAKING IT RAIN• How will customers learn about your business?
  • 23. MAKING IT RAIN• How can you encourage referrals?
  • 24. SUCCESS• The project will be successful when it achieves these metrics:
  • 25. A WORD ON METRICS• Results Metrics: Bottom line oriented. Measuring number ofcustomers, net income, etc.
  • 26. A WORD ON METRICS• Activity Metrics: measure the core activities required to generatethe desired results.
  • 27. OBCHA• What are your Obstacles?
  • 28. OBCHA• What are your Challenges?
  • 29. RECOMMENDED READING• The $100 Startup by Chris Guillebeau• The 4-Hour Chef byTim Ferris• Rework by Jason Fried & David Heinemeier Hansson
  • 30. SAY HELLO!• Hello@HopperCreates.com• FB.com/HopperCreates & FB.com/PMQuarterly• Twitter.com/HopperCreates &Twitter.com/PMQuarterly