The document provides guidance on writing the marketing and operations sections of a business plan. For the marketing section, it instructs the writer to identify the 3 Cs (company, customers, competition) and describe how each is addressed with 200-300 words for each. It also instructs the writer to identify the 4 Ps (product, place, price, promotion) and describe how each will be applied with 150-250 words for each. For the operations section, it instructs the writer to describe the resources, procedures, and activities needed to deliver the product/service to customers and to set at least five SMART goals at specific intervals to signify success. It then provides definitions and examples of what makes a goal SMART.

1. Week 5 - Capstone

2. Writing Your Business Plan
• The Marketing Section
– Identify the 3 Cs and describe how you address
each of them (approximately 200-300 words for
each).
– Identify the 4 Ps and describe how you will apply
each of them (approximately 150-250 words for
each)

3. Writing Your Business Plan
• The Operations Section
– Describe the resources, procedures, and activities
needed to deliver your product or service to your
customers (or employer).
– Set at least five SMART goals, at specific intervals
of your plan, that would signify success.
• Milestones: 3 months, 6 months, 1 year, 2 years, 5
years.

4. SMART Goals
• Specific – A specific goal is one that answers
the five questions:
who, what, when, where, why
– Not Specific: Increase store performance
– Specific: Expand revenue for the Melrose Ave.
branch by 10% in Q1 2013

5. SMART Goals
• Measurable – A measurable goal provides
sufficient definition to leave no doubt as to
whether it was completed or not.
– Not Specific: Improve my math abilities
– Specific: Improve test performance in College
Math from 80% to 90% by the end of this quarter.

6. SMART Goals
• Ambitious – An ambitious goal is not easily
achieved, but would be rewarding if
accomplished.
– Not ambitious: Lose 1 pound in 2013
– Ambitious: Reduce my BMI from 28.9 to 24 in
2013.

7. SMART Goals
• Realistic – A realistic goal can be achieved with
persistence, diligence, and a little good
fortune.
– Not Realistic – Complete my paralegal
degree, pass the bar exam and start practicing law
in 2013
– Realistic – Complete my paralegal degree and
begin employment at a law firm in 2013

8. SMART Goals
• Timely – A timely goal has a specific deadline
by which it needs to be accomplished
– Not Timely – Launch my personal website soon
– Timely – Launch my personal website by March
31, 2013.