The document uses an extended sailing metaphor to describe the importance of developing a thorough marketing plan before launching a new business or product. It emphasizes that a marketing plan should involve in-depth research of the target market and economy, preparation for potential risks and challenges, and testing of the product or service before full launch. A good plan will help navigate both calm and rough waters while allowing for adjustments to new trends or market changes. The marketing plan acts as a compass to guide business decisions and should be viewed as an organic document that is continuously updated.

1. Indeed a marketing plan is a key factor in acquiring business capital but it extends beyond the obvious
goal posts of finance acquisition. Imagine for yourself if you will as a sailor of the great seas. Now
imagine the name of your ship to be the name of your company or concept which I will supplant with
‘….’ as we progress]. The great ocean that …… is sailing on is called the economy. You are this ships
captain and you are in search of treasure that only few men have achieved.
The great big and vast mystery of the economy presents both smooth and rough sailing. Both good
weather conditions and poor ones exist between ….. and the treasure awaiting you. You nor your ship
mates would dare travel such an obviously uncertain and perilous journey without a guide of sorts or
some possession of information detailing the route and the likely expectancies along the way. You
reflect on successful sailors that have gone before you and have obtained glory and wealth. Their ships
looked at lot like yours when they first started treasure hunting but those wiser more experienced
sailors did the following right:
Research is the foundation of your winning marketing plan
Those brave and successful conquestors researched and analyzed the routes and trajectory of their
journeys as they knew that others depended on them. Researching the predicted weather conditions,
the personality of the seas as they approached various coastlines and ensuring that enough food and
water was stocked for the journey should any unplanned fates await was critical. The Captains made
sure that they were armed with as much information as possible in order to prepare for their voyage.
Preparation is key in your marketing plan
Those ‘Old Lions’ that sailed the majestic economic oceans also made sure that they were prepared to
handle whatever came their way. This of course was based on the research garned before each
adventure, allowing for an intimate understanding of potential risks involved. Your marketing plan
should be prepared well by covering various risks that effect your market. You should be prepared for
sudden bad weather that may befall you. Not everything is smooth sailing out there so your marketing
plan along with your research need to allow for sudden changes both for your benefit and also the for
the hand that feeds you the gold for your expedition.
Time to execute your marketing plan
The time is now, you set sail and feel the first of many moist and salty sea breezes against your face. You
feel the wind and your view of the journey is a limitless expanse of possibilities. What I advise my clients
to do once the marketing research and preparation is complete is to test the market place. This can be
done without incurring costs. We did the following for one of my clients after we finished the marketing
plan:
1. Put polls together and launched them on the major social networks
2. Set a goal of calling 100 ‘target’ customers to simply ask them what they thought of his offering
3. Created and distributed articles on his offerings to determine the public response and feedback
4. Explored the possibilities of offering ‘special’ launch discounts of his product

2. 5. He analyzed his competitors and tracked how they worked and what worked for them.
This process was done over 3 months and the results were great. We found that 60% of all the
information gathered from the public was positive to launch this product. We launched his product and
form the efforts we put into making sure the marketing plan was on point, most of the people we
engaged bout or recommended the product. My client caught the wind right and sailed the ocean with
speed and success.
Your marketing plan should be able to adapt to sudden changes
As is the nature of the economic ocean, not every aspect can be accounted for. It’s important to be able
to adapt to changes that may happen quickly or gradually. Take for instance a trend that is gaining
ground. This trend directly impacts your market, you need to be able to go back to your marketing plan
and adapt the trend into it order to capitalize on its movement. Rough seas await all sailors as well as
smooth calm waters. As captain it is up to you to adapt and make the required changes where
necessary.
Your marketing plan is a compass
Look at your marketing plan as a guiding compass that needs continuous attention and improvement as
you move forward. Whatever changes that take place should be included in your plan so that you always
have bearings. Your marketing plan should be seen as an organic document that is always changing and
under development. Keep it close and treat it like well.