1. The hardest part of your marketing plan! Mark W Wilson Initiatives, consulting Adjust this knob Do not adjust this knob

2. What is a marketing plan? Sales Building a relationship with your customer Knowing your customer Getting your customer to know about you marketing plan Marketing Tools to make sales successful

3. marketing plan 2 Product B Product C Product D marketing plan 3 Subdivide and link products to niches marketing plan 1 Product A Targeted market segment

4. Lots of dimensions Idea, chat, napkin (weve mentioned it) exists on paper (weve thought about it) prototype (weve tried it) single product product family Ideas (product) maturity Hope (no company, yet) Start-up (no sales, yet) Emerging (some sales, no cycle yet) Established (product cycle) Company maturity Nomenclature Document type (title) Idea Investigation Project plan Marketing plan Business plan (new biz) Strategic plan (existing biz) Portfolio mgt (projects) Innovation engine

5. Table of Contents Market/Industry intelligence l Define space, sales, growth, competitors, share, trends... S.W.O.T l Strengths, Weaknesses, Opportunities, Threats 4 Ps (marketing mix) l Product l Price l Place (distribution) l Promotion Brochure, collateral, image… Advertising, recognition… Sales leads, targeting… Positioning People Profitability