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Transcript
The World’s Shortest Marketing Plan, Version 2.1 blog.guykawasaki.com What What does the product have to do? Product Presence Persuasion Where in the virtual and physical world do we need to sell our product? What are the social factors in the buying process of our product? Why What articulated wants or unarticulated needs does it fill? Why will the marketplaces and market spaces distribute our product? When What is the window of opportunity? Why will people recommend our product to others? When can we credibly go after opinion leaders and early adopters? How will our presence change during the lifecycle of our product? Preference How do we enable customers to express their preferences and to personalize what we do? Why would people take the time and energy to express their preferences? How will customer preferences change over time? Price How much do we sell our product for? Why is this the right price point? What is our pricing strategy through the lifecycle? How How will the product fill these wants and needs? How will we establish and maintain a presence in the important locations? How do we ensure that comments, rankings, reviews, and counts portray us in a positive way? How do we capture customer preferences? (Customer ratings, transaction history, search behavior, and configuration tools?) How do we set and reset the price in a world of “perfect information” and dynamic pricing? Version History 5/4/06—changed to Helvetica font, made title and headings boldfaced 5/10/06—corrected URL of the blog Who What is our best guess at who is going to buy our product? Who are the decision makers at the marketplaces and market spaces? Who are the relevant opinion leaders and persuaders? Which communities must we reach? Whose preferences do we care about? Who will demand different price points? Which segments do we care about?