Are you 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 page.
What do I include on the cover?
Take the time to create a cover page that contains the following information:
Company name / Logo
Your name (Title)
Contact information: Telephone, fax, email, website, address
Use these questions as a checklist to create an effective new marketing plan.
1. Summary of market analysis
__ 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? (List the name, headquarters and location of your top five competitors)
2. Marketing strategy and implementation summary
__ Who are your target customers? (Choose specific job titles and target audiences)
__ What is your competitive advantage? (List at least four reasons why you are a good business choice.)
__ What is your positioning statement? (Indicate where your company is located in services)
__ What is your pricing strategy? (Please provide a fee schedule if possible)
__ What is your sales strategy? (It’s good to show that you’re looking for new customers and retaining existing customers.)
__ What is your sales forecast in each area of your business? (Leave at least three years)
__ What are the milestones of the company? (Please provide measurable milestones to show how successful your business has been.)
__ What is your promotion strategy? (Please provide up to 10 ways you will market your business, including):
o Brochures / Flyers / Postcards
o Advertising in professional magazines/local newspapers
o Website: http://www.yourname.com, including a newsletter
o Cold calls to new customers
o Follow-up calls to existing clients
o Follow-up visits to potential clients
o Attend trade shows
o Establish relationships with top-tier engineering consulting firms
o Attend meetings of professional organizations.
o Membership in professional organizations
o Serving on professional committees
After you complete your marketing plan, don’t let it go. It is a living document that should 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 might land a big deal that will sidetrack your business for a few months or completely change your marketing outlook. We suggest that you review your plan quarterly to keep it up to date and ready if you need to make a proposal to your bank for additional funds.