Ideas for creating a simple marketing plan for the small business

1. Laura Wiegert and Mark McLaughlin
Chamber Café
January 24, 2012

2. SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Evaluating your business and the market

3. Strengths
Internal – within your business
Your company’s strengths; foundation
 Personal education/experience
 Facilities and equipment
 Financial resources
 Location
Examples

4. Weaknesses
Internal – within your business
Weaknesses you need to overcome
 Personal education/experience
 Facilities and equipment
 Financial resources
 Location
Examples

5. Opportunities
External – in the marketplace
Opportunities to take advantage of
 Demand for product/service
 Competition
 Regulation; required
 Demographics
 Socio-economic factors
Examples

6. Threats
External – in the market place
Threats that may be barriers to success
 Demand for product/service
 Competition
 Regulation; required
 Demographics
 Socio-economic factors
 Cost for supplies, employees, space
Examples

7. Marketing Plans Made Simple
My Marketing Plan
Basic plan – focus on small business
Build your plan during this presentation

8. My Marketing Plan
1. What is the reason for my existence?

9. My Marketing Plan
2. What sets my business apart from the rest?

10. My Marketing Plan
3. Who else does what I do?

11. My Marketing Plan
4. Who is my ideal customer(s)?

12. My Marketing Plan
5. What’s most important to my ideal customer?

13. My Marketing Plan
6. What do I want to accomplish this year?
 Be specific;
 Measurable
 Timeline
 Financial target
 Number of customers
 Number of services/products sold
 Expansion of building completed
 Education/training completed

14. My Marketing Plan
7. How am I going to get there?
 Marketing Activities (Details later)
 Actions to take step by step
 Promotions
 Hiring staff
 Borrowing money

15. My Marketing Plan
8. What message will trigger my customer to think of
my business?
 Related to #5 – What’s important to my customer?
 How to communicate
 Appearance
 Sound
 Timing
 Key words

16. My Marketing Plan
9. How much money will I need to get it done?
 Consider all expenses
 Pay and benefits
 Rent and utilities
 Insurance
 Advertising
 License fees
 Equipment
 Remodeling
 Supplies
 What may be unique to your business?

17. Sample Plan

18. Marketing Activities Worksheet
SAMPLES in your packet:
Open House
Customer Referral Program
Promotional Mailer

19. Marketing Activities Worksheet
NEWSLETTER
1. Action
2. How completed
3. When begin and end
4. Who is responsible
5. Where will the activity take place
6. How much will the activity cost
7. How will it contribute to profitability
8. How do I track effectiveness

20. Questions?

21. Thank You