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Building Your Marketing Plan
1. “Marketing is
figuring out that
ducks eat corn.”
—Dr. Eli Goldratt
Building Your Marketing Plan
Jeff ‘SKI’ Kinsey
Entrepreneur in Residence
consultski@gmail.com
(330) 737-1490
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
2. SIO Map
“Plan Backwards”
One Goal
Three Critical Success Factors
Nine Necessary Conditions
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
3. Current
Reality
What is the present course of
action? What Sales, Marketing
and Advertising tools are in use?
Theory of Constraints
Premier Issue
http://TOCreview.com
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What does the data look like? REVIEW
THE U N C O M P LI C A T O R
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Interview with Eli
Debra Smith on
Supply Chain
Inventories
Tony Rizzo on
Theory of Constraints
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
4. Is there a
better way?
#1 Vanilla Ice Cream
out sells the other nine
#2 Chocolate Ice Cream
out sells the other eight
Can you say Physics?
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
5. Lean
Marketing
Respect for Others...
Word of Mouth
Customer Loyalty
Eliminate Waste...
Marketing Outrageously
Demand 4x ROI by Jon Spoelstra
Call to action deadlines
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
6. Referenceability
Which lakes are your ducks
hanging out at, and what
will it take to get them to
swing by your lake?
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
7. Test then
Test some more
Do not seek balance
in the short term...
Throw in the kitchen sink
and anything else you have!
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
8. There is only
one weakest link
Fix that first...
until it is no longer true.
Then fix the next
weakest link. Repeat.
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
9. Let’s get started...
Our invoice serves as the contract.
Every project is 90 days in length.
Advance of 50% is required to begin.
Balance due only upon success.
T&E expenses responsibility of client.
Dual execution of NDA agreement.
The Right People First
—then Flawless Execution™
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
10. Jeff ‘SKI’ Kinsey
LinkedIn
CrunchBase
MainStStark.com
consultski@gmail.com
(330) 737-1490
(c)Copyright 2011 Jeff ‘SKI’ Kinsey. All rights reserved.
