Small Business Marketing Plan
In the article small business plans we saw that one of the key areas of that plan involved producing an integral small business marketing plan. Inasmuch as we looked at the content and procedure for writing this document you can address the marketing plan in exactly the same way. In the marketing area of your overall business plan you can highlight the salient points of your marketing plan and if necessary attach it as an ‘appendix’ document to support your summary statements. Nothing wrong in doing this at all. It shows that you have really, really thought things through and planned to the ‘nth’ degree.
So, yes we are looking at blank paper and pen or fingers and keyboard again. Start by brainstorming, then put these thoughts into some semblance of order before finally placing them in order of importance. This will be your index page.
Your finished result should look something along the lines of the following:-
- MARKET RESEARCH
- PRODUCT & USPs
- PRICING & POSITIONING
- RESULTS ANALYSIS
Let’s look at the first of these in more depth.
Think in terms of sub-divisions of your key heading.
1. MARKET RESEARCH
i) The Market Place This is a matrix. Are you looking at:-Existing customers – existing product (essentially selling more to the same customer base)Existing customers – new product (do you have a new line or service? Then this is your first port of call.New customers – new productNew product – new customers (speaks for itself)
Either way you will need to study the relative
ii) Consumer Demographics
In order to produce an effective small business marketing plan you need to identify your target audience. Looking at both internal (existing) and external (new) customers. Consumer demographics can include gender, age, location, occupation, earnings and education.
Read more: How Do I Target Consumer Demographics? | eHow.com
A good many people rate Experian as a source of the required facts and figures on potential customers.
If you can afford it then you can hire one of the many good market research companies offering their services or you could go the self-help route with these market research books.
The First Steps In Your Market Planning Strategy
Definitions Of Marketing
Small Business Marketing Plans Stage 2
Small Business Marketing Strategy
Direct Business Marketing Plan
Sample Marketing Plan – SWOT Analysis
Marketing Plan Example For Price And Brand Positioning
Outlining For Budgets
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