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Clifford's
Business
and Marketing Plan
Outline and Guide ©
A Guide to the Strategic and Promotional
Planning Process and for beginning
the formal written Business and
Marketing Plan
One of the interesting
things I have found when working with companies is that they do not know how
to format a Business and Marketing plan. Hence, no comprehensive business and
marketing document. Instead, most companies have pieces of a plan scattered
throughout the company. This tends to be divisive. Each part of the company
builds its own strategies and plans. Instead of an integrated plan that keeps
everyone on the same page. If companies communicate their departmental plans
that can be helpful. But It takes more than just communicating: it takes
understanding. If one department does not understand what the other is trying
to accomplish you can wind up with a company that is working against itself.
While the planning and documentation process is involved the following guide
can be helpful as an outline of what needs to be done.
I. Statement
of Purpose
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Contains the companies goals and objectives as well as
the purpose of the plan |
II.
The Business
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Overview – General Description
Products
Pricing Strategies
Place - Distribution Strategies and Channels
Target Markets
Management and Personnel Structure
Organization of Operations
Financial Information
Historical
Financial Reports, Balance Sheet,
Income statement, Capital Equipment,
Breakeven analysis, Income Projections,
Pro-Forma Cash Flow |
III. The Message
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10 Key Words
The 30 Second Message
Scripts, Ads, PR, Direct Mail Items, Sales Presentations etc. |
IV. The Promotional
Plan
Telemarketing / Telesales
Customer Service effort
Sales effort
Direct mail
Advertising
Public Relations
Sales
Customer Service
Sales
E-Com
Networking
Collateral Items
These are tangible non-personnel items that support the marketing effort
Database
Photography
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V. External Forces
A. Competition
B. The Industry and Trends
C. Economic Environment
Copyright
© 1999, 2000, 2001 Herbert J. Clifford
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