How Good Is My Marketing Plan? Matthew Goldsbrough October 2009

Remember … Strategy Before Tactics

Value Objectives Model Options Reality

Have You Defined Your Value Proposition?

Define Your Value Why buy from me , and why now ?

Why buy from me , and why now ?

Define Your Value Who is your customer? What problem do you solve? What do you offer? What benefits do you offer that your competitors don’t? How do you substantiate what you’re saying?

Who is your customer?

What problem do you solve?

What do you offer?

What benefits do you offer that your competitors don’t?

How do you substantiate what you’re saying?

Define Your Value www.goldsbrough.biz/valueproposition

www.goldsbrough.biz/valueproposition

Clear Objectives?

Clear Measurable Objectives What you want to achieve When you want to achieve it ‘You can’t manage what you can’t measure’ Collect the metrics now that will enable your next plan to be better

What you want to achieve

When you want to achieve it

‘You can’t manage what you can’t measure’

Collect the metrics now that will enable your next plan to be better

A Financial Model?

Build Your Financial Model Work backwards from your goal

Work backwards from your goal

Build Your Financial Model 500 1000 10 = 100 = 5 x INCOME ASP CUSTOMERS CONVERSION PROSPECTS

Build Your Financial Model 1000 500 2 = BUDGET PROSPECTS SPEND PER PROSPECT

Choose Appropriate Tactics How can your average spend per prospect be achieved from a mix of activities? How will the target audience in your value proposition want to be reached, and what will make them respond?

How can your average spend per prospect be achieved from a mix of activities?

How will the target audience in your value proposition want to be reached, and what will make them respond?

Did You Consider All The Options?

Consider All The Options ‘A plan that isn’t built on choices you’ve made is worthless’ What works for others? Will it work for you?

‘A plan that isn’t built on choices you’ve made is worthless’

What works for others?

Will it work for you?

Based on Reality?

Reality Can you actually carry out all of the activities you’ve planned? Are you dreaming, or planning?

Can you actually carry out all of the activities you’ve planned?

Are you dreaming, or planning?

How Good Is Your Plan? Value Objectives Model Options Reality

Value

Objectives

Model

Options

Reality

www.goldsbrough.biz