1. “Developing a Business Plan that Supports Strategic Planning ” CSM NonProfit Institute Annual Conference February 22, Bill Hitte, SBDC Business Consultant So MD Small Business Development Center College of Southern Maryland

2. “Goals and Objectives” for this session
Highlights of “the plan” to enable a focus on the “target customer market” and “marketing”
Information & tools to prepare an effective planning document

3. A few “basic” thoughts….(Part 1)
Your organization “exists to”….?
Your organization “does”…?
Your organization “expects to”…?
Your organization “has done”…?

4. A few “basic” thoughts…. (Part 2)
Your organization “measures results” how?
Your organization “measures success” how?
Those “supporting” your organization “measure” results and/or “success” how?

5. So, WHO is your “customer” ?
Those you actually assist?
Those “connected” to who you assist?
Those “supporting” who you assist?
Those who FINANCIALLY support your programs/services?

6. Keys about the “Business Model”
Positioning
Value (to who?)
Scope
Revenue source(s)
Cost Structure
Implementation
Capabilities
Sustainability
Connected Activities

7. - Business Plan transitions to Strategic Plan
Hmmmm….a “Business Plan” and/or a “Strategic Plan” and/or a “Marketing Plan” ?
“Small”
- Early: Business Plan
- Growth/Stability: Marketing Plan
“Medium” to “Large”
- Business Plan transitions to Strategic Plan
- Growth/Stability: BOTH

8. “Business Plan” vs “Strategic Plan”
The business plan covers the “who” and “what”
The strategic plan tells us the “how” and “when”

9. The “Business Plan” includes:
Executive Summary
“The Business”
Services / Products offered
Market Analysis
Marketing Plan / Strategy
Management / Staff
Financial Plan

10. The “Strategic Plan” includes:
Executive Summary
Board Authorization of Strategic Plan
Organizational Description
Mission, Vision and Values
Critical Issues / Strategies
Programs Goals / Objectives
Management Goals / Objectives

11. Plan “Action” Keys What will be done? (turning strategy
or goals/objectives into action)
Who is responsible for doing it?
When will it be done?
How much will it cost?
The matrix can be created in either Word or Excell

12. Market Analysis: “Market”
Who are your “customers/users”?
Industry trends and possible impacts
Do demographics impact?
Geographic service area?
Potential “customers/users” in area?

13. Market Analysis: “Competition”
“Who” is your competition?
How long have they been in business?
Do you “know” their customers/users?
Do you know why people use them?
Their “Strengths” and “Weaknesses”?
Why would “someone” choose you?

14. Market Analysis: Research
MD State Data Center
Southern Maryland Regional Library Assn
JJ Hill Business Library (Minnesota)

15. Market Analysis: Research
Demographics by Zip Code
(free demographics by city or zip code)
(free demographics by city or zip code)
(free demographics, ring studies & 2010 Census data; more current data is fee-based)

16. Market Analysis: Research
Regional Economic Development Websites
Charles County Dept of Economic Dev
Calvert County Dept of Economic Dev
St Mary’s County Dept of Economic Dev
Prince George’s County Econ Dev

17. The Process of Writing a Business Plan / Marketing Plan
Research your Markets and Competitors
Understand your “niche” market
Create your Marketing Plans
Project “impacts” you think will result from your Marketing Plans
Gain significant awareness of expenses and operating costs

18. THE Law of Perception
Marketing is not a battle of products or services,
it’s a battle of perceptions.

19. “Illusions”
Will the “best”
organization win?
There are really no “best” anythings!
All that matters is the perception in the minds of your customers or prospects.

20. Trends…and Timing
You can’t predict the future, but you can get a handle on understanding trends (Hmmm!).
Keep your “organization” flexible.
As change may sweep over your “industry”, you must adjust to survive.

21. Marketing Options “Free” “It Depends !!!” “Inexpensive”
Speaking Engagements
Word of Mouth
Newsletters
Social Media
Cold Calls
“It Depends !!!”
Brochures/Cards
Newspapers
Internet Marketing
Radio
Television
“Inexpensive”
Associations
Chambers
Flyers

22. 7 mistakes that can kill your organization
Not knowing your “market”
Not knowing your “customer”
Doing it all on your own
Poor recordkeeping
No Business Plan/Marketing Plan
Not tracking “performance”
Ignoring results/feedback

23. Basic Laws of Survival Maintain awareness of gov’t regulations
Maintain awareness of planned regulations
Maintain awareness of industry trends
Plan for something to go wrong
Make $50 mistakes, not $500 mistakes
Always make time for marketing
Always make TIME for staff training
Be totally ethical and completely honest

24. Education / Knowledge Interacting with your industry/business peers
Active participation in an association or industry group
Utilize available low cost, no cost, online or in-person seminars/webinars
(“Virtual Classroom” )
CSM NonProfit Institute (
Library resources

25. Plan Reminders Focus on the Focus Don’t “Detail” yourself to death
Clear, Concise Thoughts
Highlight objectives
“Independent”, 3rd party review
IMPACT !!!!

26. So MD SBDC Consultants Bill Hitte billh@csmd.edu 301-934-7582
Kathy MacAdams
Wynne Briscoe
x1687

27. Fini
Thanks for being here !!!