Marketing plans made simple

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Ideas for creating a simple marketing plan for the small business

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Marketing plans made simple

  1. 1. Laura Wiegert and Mark McLaughlin Chamber Café January 24, 2012
  2. 2. SWOT AnalysisStrengths Weaknesses Opportunities ThreatsEvaluating your business and the market
  3. 3. Strengths Internal – within your business Your company’s strengths; foundation  Personal education/experience  Facilities and equipment  Financial resources  Location Examples
  4. 4. Weaknesses Internal – within your business Weaknesses you need to overcome  Personal education/experience  Facilities and equipment  Financial resources  Location Examples
  5. 5. Opportunities External – in the marketplace Opportunities to take advantage of  Demand for product/service  Competition  Regulation; required  Demographics  Socio-economic factors Examples
  6. 6. Threats External – in the market place Threats that may be barriers to success  Demand for product/service  Competition  Regulation; required  Demographics  Socio-economic factors  Cost for supplies, employees, space Examples
  7. 7. Marketing Plans Made SimpleMy Marketing Plan Basic plan – focus on small business Build your plan during this presentation
  8. 8. My Marketing Plan 1. What is the reason for my existence?
  9. 9. My Marketing Plan 2. What sets my business apart from the rest?
  10. 10. My Marketing Plan 3. Who else does what I do?
  11. 11. My Marketing Plan 4. Who is my ideal customer(s)?
  12. 12. My Marketing Plan 5. What’s most important to my ideal customer?
  13. 13. My Marketing Plan 6. What do I want to accomplish this year?  Be specific;  Measurable  Timeline  Financial target  Number of customers  Number of services/products sold  Expansion of building completed  Education/training completed
  14. 14. My Marketing Plan 7. How am I going to get there?  Marketing Activities (Details later)  Actions to take step by step  Promotions  Hiring staff  Borrowing money
  15. 15. My Marketing Plan 8. What message will trigger my customer to think of my business?  Related to #5 – What’s important to my customer?  How to communicate  Appearance  Sound  Timing  Key words
  16. 16. My Marketing Plan 9. How much money will I need to get it done?  Consider all expenses  Pay and benefits  Rent and utilities  Insurance  Advertising  License fees  Equipment  Remodeling  Supplies  What may be unique to your business?
  17. 17. Sample Plan
  18. 18. Marketing Activities Worksheet SAMPLES in your packet:Open HouseCustomer Referral ProgramPromotional Mailer
  19. 19. Marketing Activities Worksheet NEWSLETTER 1. Action 2. How completed 3. When begin and end 4. Who is responsible 5. Where will the activity take place 6. How much will the activity cost 7. How will it contribute to profitability 8. How do I track effectiveness
  20. 20. Questions?
  21. 21. Thank You

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