This document provides tips and guidance on developing the marketing mix section of a business plan. It discusses the four P's of marketing: product, price, promotion, and place. For each P, it provides questions to consider and factors to analyze such as determining the unique selling point of the product, comparing price to competitors, evaluating traditional and social media promotion methods, and analyzing location costs and strategic positioning. The document is structured as a weekly schedule to cover these marketing mix topics over multiple weeks.

1. Tips for a good Business Plan: Weekly Schedule
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MARKETING MIX
PRODUCT
# Date Topic
0 15-Mar Announcement
1 22-Mar Introduction
2 29-Mar Structure Business Plan
3 05-Apr Mission-Vision
4 12-Apr Goals - Values
5 19-Apr Good examples Mission-Vision
6 26-Apr Bad examples Mission-Vision
7 03-May Good examples Values
8 10-May Team
9 17-May Market Analysis: Market & Trends
10 24-May Market Analysis: Target Group
11 31-May Market Analysis: Competition
12 07-Jun Market Analysis: Suppliers + examples
13 14-Jun SWOT analysis
14 21-Jun SWOT analysis: Examples
15 28-Jun Marketingmix
16 05-Jul Marketingmix: Promotion - Top 10 on Twitter
17 08-Aug Financial Plan: Content + Assumptions
18 15-Aug Financial Plan: Definitions
19 22-Aug Action Plan
20 29-Aug Variance analysis

2. Tip: - Differentiate your product and follow a “Marketing – Plan”
Marketingmix: Product
 Is there a market for your product?
 Innovation?
 Complementary?
 Existing?
 What is your USP (Unique Selling Point)?
 5 steps to Product Acceptation:
 Awareness
 Interest
 Trust
 Commitment
 Advocay
 “Sales Funnel”
 I know
 I need
 I feel
 I want
 I like
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MARKETING MIX
PRODUCT

3. Marketingmix: Product – Sales Funnel
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MARKETING MIX
PRICE

4. Tip: - Compare your price with the Market price
- Determine your “launch” price
Marketingmix: Price
 What is your stategy versus your competitors?
 Low Cost/Price
 High Quality – High Price
 “Launch” price
 Higher to get a market share?
 Lower to get a market share?
 Your target group changes depending on your price
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MARKETING MIX
PROMOTION

5. Tip: - Evaluate how/when to use Social Media
Marketingmix: Promotion
 Traditional media still effective?
 Publications
 Billboards
 Newspaper, magazines
 TV
 “New” promotion methods -> Social Media
 Website
 Blogs
 LinkedIn
 Twitter
 Smartphones, tablets
 Use the expertise of (Marketing)experts
 What is your promotion budget?
 What is your estimated ROI?
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MARKETING MIX
PLACE

6. Marketingmix: Place
 Analyse location costs
 From home
 Shared offices
 Centre
 …
 Depending of your product/service
 Restaurant, Pizza, …
 Consultancy
 Production
 Logistics
 …
 What is THE strategic location?
 Brand recognition in the street
 # of “potential “viewers”
 Accessibility
 Tourists, …
 …
Tip: - Calculate ROI for your location NEXT EEK
MARKETING MIX
EXAMPLE