Simplified marketing plans for the real world

posted by Becky McCray at 8:43 AM

Darn few businesses have marketing plans. Most businesses need one. Just like our simplified business plans, a simplified marketing plan for the real world helps guide you in growing your business.

Simplified Marketing Plan Outline

1. Name and describe each market
2. Tell what methods you will use to reach them
3. Establish the cost in time and in money
4. Mesh this with your business plan
   

The plan is really simple. It has to be, so that you will actually take the time to think about it, create it, and then use it.

Example #1 - Identifying your markets
Let's take an example. Chris Brogan recently launched Grasshopper Factory as a creative content network. I see several separate markets:

• people who create and contribute content
• people who visit the site to view the content
  
• businesses that advertise on the site
• businesses that buy content to reuse elsewhere
• businesses that hire Chris as a consultant to help them create content
  

So what seemed like a simple business, actually has five separate markets! No one of them is the most important. During the beginning phase, all of them are important. Brogan needs a plan to reach each one of those markets effectively to make this work as a business. Each one requires different methods, different media, and different approaches. All of them require time investment. How do you keep up with all the details? Through your plan.

Parts 2 and 3 don't require much explanation. My best advice is to be creative about the methods you use to reach your markets. Since you are online, I'll bet you know some of the many ways to do that.

Example #4 - Tie the marketing to the financial goals
You bring marketing and business plans together by dividing your money goals into activities, or next actions for you GTD folks.

• Divide the total dollar goal into pieces. If the goal is $1000 in the next month, that means 10 ads at $100. Or 5 ads, 3 content sales, plus 2 consulting jobs. Figure out what you have to sell in your business to reach your total dollar goal.
  
• Estimate how many calls or email contacts you need, on average, to make those sales. A common ratio I've heard is 6 contacts for one sale. So 60 contacts to sell 10 ads. If you've blocked out 5 days to work on marketing this month, that's 12 calls per day. When you get to this point, you may find that you need to adjust the dollar goals based on a realistic level of activity.
  
• Use the daily goal to make sure you follow through on the marketing. You can track this on your work calendar or a separate sheet or card.
  

Here's an old telephone activity tracking system you can adapt for your own situation.

• Your goal for today is 12 calls.
  
• Make 20 empty spaces: o o o o o o o o o o o o o o o o o o o o.
  
• Dial potential customer #1, and fill in the dot.
  
• If you just leave a message, put an M.
  
• When you speak to the actual person, draw a slash through your dot: /
• When the customer commits to the next step (appointment, sale, further contact, etc.), circle the dot: O
  

When you have 12 slashes for 12 contacts, you are finished for today! Over time, you can track your progress, like the average number of calls per sale.

You can create your plan in any form that makes sense for you: outline, mindmap, notecards, etc. Just be sure it addresses each of the four parts.

posted by Becky McCray at 11:53 AM

"It takes just as much energy to wish as it does to plan." Eleanor Roosevelt

You know you should have a business plan, but you honestly don't have one. Too hard, too complicated, too much! So let go of the old idea, and draw up something simple for your own use. Make it something that tells you where you are going and how you are doing.

Let's start with a simplified outline.

Section 1: Your Business
Talk about your business. Sometimes just doing a little explaining can help you clarify your ideas or even spot potential trouble.

1. Describe your business.
2. Tell about the market and competition.
3. What makes you unique or special?
4. What are your business goals? (We'll talk more about setting good goals, later.)
5. List special training and skills, or include your résumé.

Section 2: Financial Data
You don't need your accountant for this. Let's start with records you already have. Then we'll add some guesses about the future.

1. Include past tax returns for historical data.
2. Include a list of your business assets.
3. Create projections to reach your goals. (Make sure that your projections really point you towards your goals, from above.)

Section 3: Supporting Documents
Think about what helps set your credibility. That's what you want to include here.

1. Letters of reference.
2. Contracts, letters of intent, or other legal documents.
3. Certifications, etc.

Goals are the Basis of Plans

1. Where are you now? Be honest.
2. Where do you want to be? Set your goals.
3. Plan backwards, step by step. Look at the intermediate steps to lead you there.
4. Find the steps you can take tomorrow. Take action immediately! As soon as possible! There is always something you can do now to move you forward.

Setting Good Goals
You have probably heard the term "SMART" applied to setting goals. Let's go through my version of SMART.

• Specific: Not just "grow my business". Grow how? Broader product lines? More employees?


• Measurable: Set dollar and other measurable milestones.


• Action: Tell what specific actions you will take to reach the goal. Will you add new product? Work with a consultant? Hire a marketer? Spend more time?


• Reachable: Don't over-reach with goals. Dreams are great, but keep them separate from goals.


• Time-bound: Include deadlines, checkpoints and other ways to be sure that you are on schedule.

With a simplified business plan, you can evaluate where you are, where you are going and how you are doing. So with such a simple outline, what's your excuse now?

(c) 2000, 2006 by Becky McCray

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Reprinted with permission from Small Biz Survival, www.BeckyMcCray.com.