Looking for new capital to grow your business?
Do you have your business plan in mind? Well, it’s time to write it.
A good marketing plan has two main sections and a cover.
What do I include on the cover?
Take the time to create a cover that contains the following information:
Company name / Logo
Your name (title)
Contact information: phone, fax, email, website, address
Use these questions as a checklist for creating an effective new marketing plan.
1. Market analysis summary
__ What is the location of your business? (Is it local, national or international?)
__ What is market segmentation? (Fortune 500, entrepreneurs, government, education?)
__ What is the competitive landscape? (Indicate the name, headquarters and location of your top five competitors)
2. Summary of implementation and marketing strategy
__ Who are your target customers? (Choose specific job titles and target audiences)
__ What is your competitive advantage? (List at least four reasons why it is the best business option.)
__ What is your positioning statement? (Indicate where your company is located in services)
__ What is your pricing strategy? (Provide a list of fees if possible)
__ What is your sales strategy? (It’s good to show that you are chasing new customers and retaining existing customers.)
__ What is your sales forecast in each area of your business? (Dating for at least three years)
__ What are the milestones of the company? (Give measurable milestones to show how your business has achieved success.)
__ What is your promotional strategy? (Offer up to 10 ways you will market your business, including):
o Brochures / Flyers / Postcards
o Advertise in professional magazines / local newspapers
o Website: http://www.yourname.com which includes a newsletter
o Cold calls to new clients
o Follow up calls to existing customers
o Follow-up visits to potential clients
o Attend fairs
o Establish relationships with top-level engineering consulting firms
o Attend meetings of professional organizations
o Membership in professional organizations
o Serve on professional committees
After completing your marketing plan, don’t put it aside. It is a living document that needs to be reviewed and revised frequently for a couple of important reasons.
1. Since you took the time to research the market, you must follow your plan if you want to be successful on those terms and …
2. Things change. You can land a major contract that sidetracks your business for a few months or totally redesigns your marketing outlook. We suggest that you review your plan quarterly to keep it current and ready if you need to make a proposal to your bank for additional funds.
