This talk was given during the workshop 'Start Your Own Business' organised by Bristol Business Mums. November 2013

1. Bristol Business Mums
‘Starting your own business’
workshop
15/11/2013

3. All you need is …

4. What a Marketing Plan shouldn’t be
…
The Plan :
Make money !

5. 4 simple things for a good Marketing
Plan

6. Start with making 4 questions …
Who ?
(target group)
Where ?
(category frame)
What ?
(unique benefit)
Why ?
(reason to believe)

7. Your answers will lead you to …

9. Marketing Mix Elements
How
Target
Market
What

10. Product : Tips to identify the right
product
- Get consumer insights before
launching a product. Be open to
negative feedback
- Listen to your consumers after
& refine your product constantly
- Check your competition and try
to differentiate
- Remember: You don’t offer
products
you offer benefits for specific
needs

11. Price : Tips to identify the right price
- Use your competition as a good
benchmark
- Be very aware of your product costs
- Make some safe assumptions about
first year sales
- Make frequent reviews of total
revenues and total
Refine if necessary
costs/expenses –
- Remember : First set the Value
and then the price

12. Place : Tips for on line selling
-Start small. Test product demand
-Carefully evaluate
a.Existing market places
alternatives :
b.Hosted services
c.Your own e-shop
-Focus on:
a. Convenience (from landing to
receipt)
b. Reliability (quality standards
delivery, return policy, order tracking)
c. Security (data protection,
payment methods)

13. Promo : Offline & online activities
should go together

14. one
G
line
Off

15. Networking
-Participate local or
national business
clubs, forums, events
-Establish yourself as
an expert in
-Build alliances with
other local businesses
Public
Relationships
Local
Press
-Send press releases
–
-Place ads in free
magazines,
special interest
magazines
-Offer free useful
content
-Give freebies
-Organize an event
for media people
-Check
circulation &
readership data,
quality of
content
-Check where
your competition
is
-Ask your
consumers what

16. Sponsorships
Trade shows
- Sponsor local
-Participate at local
trade shows /
markets relevant to
your business
events / charities
-Engage with the
local community
and build word of
mouth
-link your brand
name with positive
values
-Gain publicity
-Offer products,
services, time. Not
necessarily money.
-Reach a lot of
people, gain
awareness for your
product,.
-Network with other
local businesses
Marketing
Materials
-Create a professional
business card
-Create leaflets with
product info, offers etc
Distribute through
local business, on
street, door to door, in
press
-Use free notice boards
(eg nursery,
university, gym )
- Brand your business
car

18. Website
-Start simple
-Choose a short, memorable
name
-Offer value : useful content ,
resources, helpful videos
-Build trust : Testimonials
/reviews
-Ensure usability : Easy to
navigate, organised content,
fast
-Professional look : in line
with your branding
-Always analyse and refine
Search Marketing
1.SEO : Activities helping your
site rank high in search engines.
Takes place both on site & off
site.
2.SEM : Paid ads shown in
search engines when specific
words are searched
Try to use both in the beginning

19. Display Advertising
Email Marketing
-Place banner ads in
websites relevant to your
target group
-Build an email list
(give incentives, explain benefits)
-Be clear on your
message objectives
- Create relevant landing
pages
-Opt in & opt out
-Offer consistently relevant content &
clear call to action
-Use free on line tools
(eg MailChimp free for 2000)
-Measure & refine.

20. Social Media Marketing
-Activities that help you reach consumers in social networks and
engage with them.
General tips
-Have clear objectives (eg awareness, interaction, insights, SEO)
-Choose 1-2 platforms and do them well
-Engage or don’t do it all.
-Focus on your customer not your brand
-Make it personal. People interact with people. Not brands
-Commit to it. Plan your resources. Don’t expect instant results.
-Constantly monitor, evaluate, adapt

22. Twitter (500 mio)
-For all ages
-Good for a wide range of businesses
(from travel agencies to plumbers)
-Great to connect with industry peers and
share expertise
-Great customer service tool
Tips
-Follow, participate, contribute, be followed
-Tweet regularly - Offer value
-Be consistent (topics, style)
- Be responsive/polite

23. Pinterest (0,7 mio)
Ideal for creative, visual oriented businesses
Tips
-Use high quality photos
-Link to your site
-Follow & interact with other individuals /
relevant businesses so as to grow your community

24. Other Social Media Networks
Linkedin : Good for getting introductions, industry
knowledge, displaying recommendations as a word of
mouth tool.
Google + : Great SEO tool, good for tailor made
messages towards different circles (based on age,
location, level of intimacy etc),
good for getting industry knowledge,
great for getting closer to target audiences
through Google hangouts (video calls, live chats)
Instagram : For posting pictures, for brands which could
create visual messages

25. Keep trying, experimenting,
changing &
good luck 