1. WHO S  Yourself  Your Customer  Your Competition  Gaining an Advantage over your competition

2. WhyWhen  Stay ahead of the game  Game new customers  Develop a good reputation  Increase income  Dynamic  Trend setting Lifestyle (70’s/80’s,90’s) Technological (Mobile Phones/Laptops) Economical (Due to congestion charge more people are cycling) Government (Anti- smoking campaigns

3. HOW  Analyze Target Market Define what your selling Indentify your competition Strength/Weakness  Don’t Under Estimate  Create a Fresh Spin Unique Selling Point (USP) Location/Product/Service/Feature  Monitor Change Stay ahead of the game Monitor Competitors Be Flexible

4. Define Yourself  Understand Mission/Goal of Business/Market Place  Express what product you have Bad: I have a Nintendo Good: I have a Nintendo Wii  Do I operate it in a unique way  Do I service a Niche

5. Define Competitors  Strengths and Weakness Strength: PC’s are great for doing homework on Weakness: You cannot take it with you  Capabilities Mobile phone is capable of photography  Customer Base Facebook has millions of customer  Marketing Strategies Tesco has a club card that gives you discounts  What are they offering Product, service or product and service  Future Goals Stratford will successfully host 2012 Olympics  Head-to-Head competitors

6. Identify your Customer  Location  Age  Gender  Income Level Habits Tesco Vs M&S  Needs PS3 Vs Nintendo Wii  Motivation Price, Quality, Credibility, Customer Service, Location  Buying Habits Daily, Weekly, Monthly, Yearly etc.

7. Personal Experience  Test drive  Otherwise how would you know  Who gets your money  Why  XBOX 360 Vs PS3 Vs Nintendo Wii  Ipod Vs Sony Walkman  Rap Vs Rock  Football Vs Rugby

8. Differentiation  Saturated Markets MySpace, Facebook, Bebo  Find a way to be different

9. Unique Selling Point (USP)  A spin setting a benchmark for a product or service Xbox and Playstation have long winded games Nintendo Wii has Impulse games that are addictive but will bore you after a few weeks making want to buy another Xbox and Play Station use joypad, gun, guitar Nintendo Wii is interactive so the users will have that reality feel. Xbox Playstation for couch potatoes Nintendo Wii keeps you off the couch and the movement relates to exercise

10. Unique Selling Point (USP)  Art of USP Add Spin Think outside the Box Add new features Minimum of 3 features

11. Marketing Strategy  Always have a Marketing Strategy You wouldn’t survive otherwise  Analyze competition success and failure Learn from mistakes benefit from triumphs  Focus Offer benefits rather than features  USP  Monitor Trends  Packaging Make use of old products/ Facelift  User-friendly Easy to understand/Easy to order/Easy to do business with

12. Marketing Strategy  Customer Service  Excellent/ Good Operating hours/Guarantees  Special Features  Buy One Get One Free

13. Price  Cheap Doesn’t always work/ Poor Quality  Reflect on the quality Faith  Special Offers Club card discounts  Return Policy Money Back for Unsatisfied Customers  Financing Packages Buying insurance online is cheaper than buying on the phone

14. Product/Service  Golden Rule Your Product/Service is everything Without it you have no business Reputation Basis  Question your product Reliable Durable Fairly Priced Quality Recognizable Performance Good Location