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The hardest part of your marketing plan! Mark W Wilson Initiatives, consulting Adjust this knob Do not adjust this knob 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 Subdivide and link products to niches Product A a marketing plan 1 Product B Product C Product D Targeted market segment marketing plan 2 marketing plan 3 b g d e Nomenclature Company maturity Lots of “dimensions” Hope (no company, yet) Start-up (no sales, yet) Emerging (some sales, no cycle yet) Established (product cycle) Document type (title) Idea Investigation Project plan Marketing plan Business plan (new biz) Strategic plan (existing biz) Portfolio mgt (projects) Innovation engine Idea’s (product) maturity Idea, chat, napkin (we’ve mentioned it) exists on paper (we’ve thought about it) prototype (we’ve tried it) single product product family Table of Contents Market/Industry intelligence Define “space”, sales, growth, competitors, share, trends... S.W.O.T Strengths, Weaknesses, Opportunities, Threats 4 P’s (marketing mix) Product Price Place (distribution) Promotion Brochure, collateral, image… Advertising, recognition… Sales leads, targeting…