Ask for show of hands on each topic, realizing they may have more than one response.
Are you building a life-style business/Do you plan to build it up, (to what scale?) and sell it, (to whom?) 10 million? 5 million? to strategic buyer? to competitor? to investor? add new products; build out larger offering? keep small, stay focused on niche? to
How do you go about setting your goals? Who is involved it the process?How do you share your goals with the rest of your team?
Align price point with buyer’s ability to pay and authority to buyLook carefully at competitive pricingLook at establishing value in addition to priceHow do you up-sell to extend the buyer to more or larger purchases?
How do you do a media plan?How do you drive need?How do you drive awareness?Web outlets: webinars, blasts, etc. Essential calls to actionPrint outlets – what value , how do they extend to web?Social media- what are key tools and who executes?Events – when do they pay, how do you do them?Partnerships and marketing – finding the right partners, leveraging the relationships.
Be clear: if you’ve got a key product in a category, are you branding for that? if you plan to build out a complete product line, then the company brand is more important if you have multiple products, how can you brand consistently? What should be associated with your brand – concepts, values, outcomes?
Pros and cons, why’s and wherefores of direct f2f sales direct telesales channel partners independent reps resellers direct to buyer via the ecommerce outletsFor each, understand the necessary pricepoints to support each outlet,The number of touches required to make a sale.
Partnership opportunities, non-profit alliances, associations, etc.
Strategic Planning For Education Businesses
STRATEGIC PLANNING FOR
P R E S E N T E D B Y : C H A R L E N E B L O H M A N D
F A R I M A H S C H U E R M A N
JULY 26, 2013
• Farimah Schuerman – Academic Business
– Follow: @farimah8
• Charlene Blohm – C. Blohm & Associates, Inc.
– Follow: @CharleneBlohm
• Direct to buyer?
• Selling to institution?
• Via distributor?
• Products that sell for more than $1,000?
• Purchase order vs. credit card?
• Online vs. retail?
• One time vs. subscription?
What is your end game?
• Grow the business?
o To what size?
• Sell the business?
o To whom?
What is your revenue goal?
• What is your goal-setting process?
Who is your buyer?
How will you reach those buyers?
• What media/vehicles/channels?
• With what content?
What are you branding?
How will you be distributing?
• Sales model
Who else cares about this market?