Effective Marketing and Technology Planning for Business Growth
Marketing and Sales Strategy
Marketing plan defines: how to make customers aware of you, the message you want to convey, the specific methods you use to deliver your message, how you make actual sales.
Marketing: increases customer’s awareness and delivers a message / Sales: direct actions to solicit and procure orders.
Company message: why customers buy; the 4 Ps = product, price, place, promotion.
What customers want: five Fs = functions, finances, freedom, feelings, future.
Marketing strategy look for: fit (match your image), mix (more than one method), repetition, affordability.
Traditional Marketing Tactics
Media advertising, customer-based marketing, strategic partnership, special offers, premiums.
Online Marketing Tactics
Social media: spread the word (create buzz about your products), advertise (use campaigns designed to target), form a community (create your own group), network (build referral sources), enhance credibility (contribute meaningful content).
SEO (search engine optimization): a website designed so search engines can find it quickly and easily. SEM (search engine marketing): buying keywords so your ad appears high in search results every time a user searches using those keywords.
In devising strategy, look for marketing vehicles.
Website is the major marketing globally, so make it friendly: multiple languages, understand cultures, customer support, etc.
Sales Force
Inside sales personnel (floor salespeople, personnel who take phone orders), outside sales personnel (travel to customers locations), online sales (company website, eBay).
Compensation: selling is difficult, reward your sales force appropriately (commissions, bonuses, incentives).
Sales Process
Cold-calling, leads, productivity, order-fulfillment, goals, follow up efforts, optimize your website.
Marketing Budget
Complete worksheet using known or projected costs for each marketing activity; indicate costs in the time period they are anticipated to occur; if using the Business plan financials, these numbers will automatically be added to the income statements and cash flow projections.
Sales Projection
Enter the projected number of units in each product line to be sold in each time period; Enter the unit cost of each product line; Enter commission and return rates; If using the Business Plan Financials, commissions and returns will be calculated from the Setup worksheet, and projections will automatically be added to Income Statements and Cash Flow projections.
Pla de marqueting OBJECTIUS: Analisi de l’entorn (definir necessitas a cobrir, descriure caracteristiques importants, detallar entorn general, definir clients). politiques de mercat (información comercialització, detallar producte, previsio de vendes, inidicar estrategia pla de marketing)
Technology Plan
Why a Technology Plan?
Decisions now may be difficult to change later, good technology give competitive edge, inappropriate technologies, choice may be confusing.
Technology Business
Technology essential to core business, funders and VCs will scrutinize technology plan section closely for these companies, include a level of detail geared toward expertise of potential reader.
Some Technology Uses
Accounting taxes, order taking, inventory, mailing, communication with customers.
Global Technology Concerns
Issues that may arise (electric currents, telecommunications standards, some mobile phone won’t work overseas, government can limit this use).
Prepare the Technology Budget
Enter the anticipated or actual costs of hardware, software, telecommunications; using the business plan financials, these expenses will automatically be entered on your income statement.