Inspired by the Agile Software Manifesto as well as the Lean Startup Movement and Business Model Canvas, the Visual Marketing Plan is a new agile approach to marketing planning that's collaborative, adaptive, user-friendly and fun.

1. Visual
Marketing
Plans.
With @benmumbycroft / @oneltd

2. Design Marketing
Startups

4. The world of
marketing has
forever changed

6. 5Digital Dynamics

7. Scott Brinker / Hacking Marketing

8. @benmumbycroft | @citystarters

9. Welcome
@benmumbycroft | @citystarters
“The last three years,
we have seen
extraordinary events.
Who knows what is
going to happen
tomorrow, let alone
next month?”
Mervyn King, Ex-Governor of the Bank of England

10. Meanwhile in Marketing…

12. @benmumbycroft | @citystarters

16. 12-months
later…

17. Time for another
marketing plan!

18. “Detailed and rigid
long-term (marketing)
plans are largely a
fantasy.This is partly
because our business
environment can
change so quickly.”
Scott Brinker, Author of Hacking Marketing

20. Objectives Audit Strategy Control

21. and customer
Sorry guys,
I’ve already
moved on!
Plan meets World

24. 1. Individuals and interactions
over processes and tools
2. Working product over
comprehensive documentation
3. Customer collaboration
over contract negotiation
4. Responding to change
over following a plan

25. Steve blankCustomer development guy

27. concept Dev testing launch customer
I’m sorry, why
do I need this
again?

28. customer

29. Customer
Discovery
Customer
Validation
Problem –
Solution fit
Product –
Market fit
PIVOT
This is
awesome!

32. Alexander
osterwalderBusiness Model Canvas guy

39. Old School:
Leaders with a grand
vision & experts with a
detailed plan of action.

40. New School:
Iteration rather than
planning, working from the
bottom up, taking baby
steps not giant leaps.

41. @benmumbycroft | @citystarters
Meanwhile in Marketing…

42. WHAT IF…
We could apply the
same thinking to
Marketing?

43. Reactive Fixed
Vs
Adaptive

45. 100% filing
cabinet proof!

46. 4Key Sections

47. 1Marketing Story

49. I need to get my
message across but
hate public
speaking!

50. Amplify.me.uk
Personal, one-to-one
presentation coaching

51. Indie Corporate
Trainers
Drama Schools
Communications
ConsultanciesME
NO
ME
ME, ME, ME,
ME, ME

52. For
Startups
Refreshing
Approach

53. 2Marketing Goals

55. To make £XXXX per month in
revenue
To have 3-5 customers paying me a
monthly retainer
To win at least 2 corporate client
gigs
To become recognised as the UK’s
leading presentation coach for
startups
Etc.

56. DEC 2016
For the sake of argument

57. Currently making £XXX per month
in revenue
Currently have 1 customer paying
me a monthly retainer
No current active corporate clients
Employed as presentation coach
by UK leading startup accelerator
Etc.

58. JAN 2016
Ditto

59. The Goldilocks Test

60. Current
Situation
Aspirational
Goals
Why bother?
Current
Situation
Aspirational
Goals
Hello, McFly!?!?!
Current
Situation
Aspirational
Goals
Ahhh, just right.

61. 3Marketing Strategy

63. Startup founders
Startup accelerators
Innovation centres
Previous corp clients
Larger comms agencies
Etc.

64. Interactive master classes
1-to-1 executive coaching
Skype mentoring sessions
Online Academy
Etc.

65. Personal referrals via existing
contacts
Direct emails and telephone calls
Sponsored posts via LinkedIn
Social media (Twitter &YouTube)
Etc.

66. “Personal, 1-to-1 presentation
coaching”
“Leading presentation coach for
startup founders”
“Trained stage actor”
“Tangible ‘before & after’ results
Etc.

67. Discounted taster sessions
Strategic freebies
Cost effective coaching options
(via Skype)
Don’t pay if it doesn’t work
Etc.

68. Stu’s boundless energy and
enthusiasm
Doing things that don’t scale
(ie over-investing in key clients)
Quarterly check-ups
Amplify Facebook community
Etc.

69. 4Marketing Actions

71. ACTION 1
ACTION 2 ACTION 3
ACTION 4
ACTION 5 ACTION 8
ACTION 9
ACTION 10 ACTION 11
ACTION 12

72. Think Big.

74. Start
Small.

75. ACTION 1
ACTION 2 ACTION 3
ACTION 4
ACTION 5 ACTION 8
ACTION 9
ACTION 10 ACTION 11
ACTION 12
ACTION 1
ACTION 2 ACTION 3
ACTION 4
ACTION 5 ACTION 8
ACTION 9
ACTION 10 ACTION 11
ACTION 12

76. Start
Small.
Scott Brinker / Hacking Marketing

77. Start
Small.
Scott Brinker / Hacking Marketing

78. SPRINT 1
Research key contacts within
London’s startup accelerator
community and target via
referrals with personal email
and relevant case study
materials

79. Summary.

80. Life moves
pretty
fast

81. Key points.
• There’s a growing gap between the digital world
we live in and the analogue world that current
marketing management theory was created in
• Modern marketing management has a lot in
common with software development and new
business venturing
• Modern marketers should look to adopt and adapt
new management tools being developed by these
fields
• Visual Marketing Plans represents a new, more
Agile approach to the marketing planning
process and formulating marketing plans

82. Over to you…
Try writing aVisual Marketing Plan for your
own business, product, brand, super duper
awesomeness etc.
Take a photo and email the results to
ben@oneltd.co.uk for a FREE review AND give us
your feedback on how we could make it even
better.