Simplifying Your Marketing Plan

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Dear M & M:

I am busy running my business. I don’t have the time to do a 60 page marketing plan. What can I do?

– Susan

Dear Susan: 

Ivana Taylor from Small Business Trends has developed an interactive one page marketing plan called, “A One Page Marketing Plan Anyone Can Use.”  Ivana has made this a downloadable word document you can use as your template to fill out to create your one page marketing plan.  The following link will enable you to download her template; http://smallbiztrends.com/2008/06/one-page-marketing-plan.html. I like the second business plan and agree with Ivana when she states, “The second one-page plan format uses a combination of the Kotler plan and the Guerrilla Marketing process as advocated by Michael McLaughlin. This one’s not much different from the Kotler plan, but it’s less academic and more focused on emotional triggers that will get your ideal customer to choose you.”  The downloadable template guides you to answer some important questions to enable you to have a workable plan to accomplish three top goals you want to achieve in your business. It makes you as a business owner think about your business and how you differentiate yourself from your competitors. It also makes you identify who your ideal customer is and what do you need to do to get that customer to think of you. One area that the one page business plan leaves out that you should consider is what geographic region you are targeting to do business. A business owner using this template should be able to come up with a workable marketing plan with measurable action items in less than one hour. If you need local assistance please contact Sierra Vista Economic Development Foundation or Cochise College Small Business Development Center.  Many people believe a marketing plan is an important component to any successful business. Without sales it would be pretty hard to continue. If your business has never sat down and done a marketing plan this one page template created by Ivana Taylor might be a good starting point.

 -M&M

To ask your questions: Call the Small Business Development Center (SBDC) at Cochise College (520)-515-5478 or email schmittm@cochise.edu or contact the Sierra Vista Economic Development Foundation (SVEDF) at 520-458-6948 or email  hollism@svedf.org .

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