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Name of Business
Your Name
Company History
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What year did you start?
Type of Business
Company History
Make sure you explain why you are doing
what you are doing
Components of your Brand
• What product(s) or service(s) are you selling?
Mission Statement
Vision Statement
Products and Services
Short Term Strategy
Long Term Strategy
SWOT
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Strength:
Weaknesses:
Opportunities:
Threats:
Significant Challenges
Competition?
• Who is your competition?
• Why are you better than the others in your
market?
How are you getting your Product or
Service?
• How will you acquire your products?
– Are you the manufacturer?
– Do you assemble products using components
provided by others?
– Do you purchase products from suppliers or
wholesalers?
– If your business takes off, is a steady supply of
products available?
Policies
• Will you have a return policy?
– If so what is it?
• If people are upset what will you do as a
business to make them happy?
– Coupons, Vouchers?
Product Description
Marketing Mix
Product
Place
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Where do buyers look for your product or service?
If they look in a store, what kind? A specialist boutique or in a supermarket, or
both? Or online? Or direct, via a catalogue?
How can you access the right distribution channels?
Do you need to use a sales force? Or attend trade fairs? Or make online
submissions? Or send samples to catalogue companies?
What do your competitors do, and how can you learn from that and/or
differentiate?
Identify which type of distribution you will be using.
Intensive distribution A marketing strategy under which a company sells through
as many outlets as possible, so that the consumers encounter the product virtually
everywhere they go: supermarkets, drug stores, gas stations, and the like
Exclusive distribution: Exclusive distribution is an extreme form of selective
distribution in which only one wholesaler, retailer or distributor is used in a
specific geographical area.
Price
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Market penetration pricing
– This is the first strategy most organizations will consider because it carries the lowest amount
of risk.
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Market skimming pricing
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is a pricing strategy in which a marketer sets a relatively high price for a product or service at
first, then lowers the price over time. It is a temporal version of price discrimination/yield
management.
– Its objective is to obtain maximum revenue from the market before substitutes products
appear. After that is accomplished, the producer can lower the price drastically to capture the
low-end buyers and to thwart the copycat competitors.
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Example: iWatch, iPad, Samsung digital watch and tablet
High Fashion Couture  Gucci then the fashion trickles down to Forever 21 and H&M
Neutral pricing
– Essentially, neutral pricing is the safe way to the play the pricing game. A
penetration strategy is the price war; this strategy goes for the deepest price cuts, driving at
every moment to have your price be the lowest on the market
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Example: 99cents store, Walmart
Promotion
• Where and when can you get your marketing messages across to
your target market?
• Will you reach your audience by advertising online, in the press, on
TV, on radio, or on billboards? By using direct marketing mailshots?
Through PR? On the Internet?
– It is very important to go to each outlet you plan to market on/in and
get price quotes.
• Example: Instagram call their customer service and ask about pricing for
sponsored ads and see if it is worth it to buy.
• When is the best time to promote? Is there seasonality in the
market? Are there any wider environmental issues that suggest or
dictate the timing of your market launch or subsequent
promotions?
• How do your competitors do their promotions? And how does that
influence your choice of promotional activity?
People
• How will you train your staff?
– Will you have a training class to teach them about your product?
– If so, how many days will the training be? What will the training
entail?
• What kind of personality will your employees have? Does
this align with your mission and vision for the company?
• When looking to hire someone for a management position
do you promote from within (internally)?
• Your employees and the service they provide define your
business, what are the employee’s values, goals and/or
aspirations?
• Will your employees see this as a part time job? Full time
job
Process
• What process will your customer experience when they want to buy
your product?
– Will they be guided to the front counter? Will they hand the bag to
them over the counter or walk them alongside the front counter?
• Will there be portable pads to have customers buy in all areas of
the store?
• How will you handle complaints if you receive any?
• Any processes that can be brought to the attention of management
to help them with customer service quality? For example if a
customer has a suggestion where can they send it?
• When people want your product and go into to the store will the
customers want to stay in the store for 10-15 minutes? 15minutes
or more?
Physical Evidence
• How comfortable is the customer when they
receive your product or service?
– Is it a soothing environment? Calm? Party
environment?
• Are all locations going to look the same?
• Describe your stores characteristics? Will it
have a lot of tables? A lot of dressing rooms?
Will it have good lighting? Will there be sofas
to sit on?
Target Market
Geographic
• Geographic: Address, location, Climate and
Region
– What part of the country do they live in? West?
Southwest? East?
– Is it a hot/cold/windy/humid climate?
– How will your product sustain that type of
weather?
– Do they live in high risk area (not so good part of
town) or a wealthy area?
Demographic
– How old are the people purchasing your product
or service?
– How old are the people using your product or
service?
– How much money do they make annually?
– How much education would you say they have?
– Is there a specific type of career field that is
attracted to your product or service?
Socioeconomic
– What kind of attitudes do the people that
purchased your product have? Are they kind?
Relentless? Nervous? Anxious? Happy?
– What kind of values does your clientele have?
What is important to them?
• Religion: Is there any type of religion that may
be drawn to your product or any one that may
not be? How will your product or service take
these religious views
Behavioral Segmentation
– Occasion: when do you use your product or service
• When do they get the idea to purchase your product? What are they doing or
about to do when they want to purchase your product/service?
– Benefits sought: the benefits that your customer is looking for from
your product or service
– User status: How can your product or service attract each user status
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Non users: people who do not use your product
Ex-users: people who once used your product
First time users: People who are thinking about your product
Regular users: people who are loyal to your product for now
Potential users: people who may not want your product at the moment but at
some point may consider it.
– User Rate: How often does your consumer use your product or
service?
• Light: Every so often they purchase your product or service
• Medium: They frequent your product
Behavior Segmentation Cont.
• Heavy: Are consistently purchasing your product
– Example: Eating Mc Donald’s can be something you do only once a month and only if you
are in a hurry and cannot get anything else (light). You might go every day after school
(heavy user)
– Loyalty status: how loyal will they be to your product or service?
• Hard Core Loyal: If your consumer is completely loyal means they only use
your product in your area of business. They are willing to turn down a better
product or suffer an inconvenience to do business with you. They do not
entertain other brands.
• Split Loyal: Somewhat loyal means they use your brand and maybe 2-3 other
brands
• Shifting Loyal: Consumers who shift from one brand to another
• Switchers: Not loyal means they do not have any connection to you and your
brand.
– Readiness stage: Some people are not aware, some are, some people
want to buy, some people want to buy but cant and the array that your
brand has in each category is important on your sales technique. You
have to appeal to the buyer in accepting you as a new product or
service on the market.
Research
Primary Research
• This is the second most important part of the
presentation***
– This is where you analyze your surveys and the
data you collected from them
– 9 out of 10 people said they would buy our
product at $10
Secondary Research
• This is the second most important part of the
presentation***
– This is where you look into other organizations
similar to yours and compare and contrast what
your business can take from their successful
model.
– Need citations
Math Analysis
• How much are operational costs:
– you will have to pay for rent, employees, vehicles,
etc.
• How much are the product costs:
– How much you will have to pay to make the
product?
– How much is the container to or boxes for
packaging? Shipping? Etc.
– How much do you plan to sell a month? A year?