© 2006 Gary Slavin 7 Steps to Business Success Association of Small Business Development Centers Annual Conference September 24, 2010 Presented by Gary Slavin

© 2006 Gary Slavin 7 Steps to Business Success Marketing Audit Market Research Marketing Message Marketing Strategy Sales Strategy Sales Tool Development Sales Staff Analysis and Training

© 2006 Gary Slavin Step 1: Marketing Audit Where is your business? How did you get here? Measure success Prepare for planning

© 2006 Gary Slavin Step 1: Marketing Audit Objective Repeat or Repair Analyze

© 2006 Gary Slavin Step 2: Market Research Target market How to reach Determine needs How to satisfy Proper message Proper media

© 2006 Gary Slavin Step 2: Market Research How to conduct Objectives Instrument Data gathering Data analysis Report Basis for message and strategy

© 2006 Gary Slavin Step 2: Market Research Market research is not a one-time event. Continuously research to keep pace with market changes and stay ahead of the curve.

© 2006 Gary Slavin Step 3: Marketing Message Define target Problems/needs Your solution Differentiation No more than 30 seconds Get their attention Let them ask questions

© 2006 Gary Slavin Step 3: Marketing Message We work with established and start-up organizations by assisting them in determining the best methods for taking their company to the next level, launching new products and services or finding unique ways to put life back into and maximize profits for existing products lines. We work with management in developing and implementing business plans, marketing and sales strategies and then conduct training seminars to ensure staff members in all departments have the necessary skills to successfully reach their corporate goals.

© 2006 Gary Slavin Exercise: Your Marketing Message Take 10 minutes to write your own marketing message Be prepared to recite your message to the group

© 2006 Gary Slavin Step 4: Marketing Strategy If you plan it, it will happen! Marketing audit Market research

© 2006 Gary Slavin Step 4: Marketing Strategy Goals Objectives Strategies Tactics (Programs)

© 2006 Gary Slavin Example: Goals 1. Generate $2.4 million by year end Hire two new developers by third quarter 2011.

© 2006 Gary Slavin Example: Objectives Goal Obtain 25 percent of total revenue from government sector by October 1, Obtain 75 percent of total revenue from private sector by year end 2011.

© 2006 Gary Slavin Step 4: Marketing Strategy Communicate plan Review quarterly Be flexible “Plan the work, work the plan”

© 2006 Gary Slavin Step 4: Marketing Strategy Responsibility Budget Daily “to-do” Where are we, where should we be?

© 2006 Gary Slavin Exercise: Your Marketing Goals Take 10 minutes to write at least two marketing goals Use these as the start of your new marketing strategy

© 2006 Gary Slavin Step 5: Sales Strategy If you plan it, it will happen! Extension of your marketing plan There is no OR in marketing AND sales Corporate goals

© 2006 Gary Slavin Step 6: Sales Tools Problem/solution Assist sales Build Brand Image Name recognition

© 2006 Gary Slavin Exercise: Problem/solution Define, on a piece of paper, one of your products or services in terms of problem/solution Be prepared to present this to the group

© 2006 Gary Slavin Step 7: Sales Staff Analysis and Training Sales team Skills assessment Skills development Ongoing training

© 2006 Gary Slavin But, What If? New business development New business Marketing and sales are not the issue Now what?

© 2006 Gary Slavin Business Plan Market research Vision Mission Goals Strategy Initial Exit Financials

© 2006 Gary Slavin Implementation Business plan Marketing strategy Making it all happen

© 2006 Gary Slavin 7 Steps to Business Success Where do you want to be? How did you get where you are? How do you get to the next level and beyond? If you plan it, it will happen One step at a time

© 2006 Gary Slavin

Thank You Any Questions?