Don’t Face a New Business or New Markets Without a Strategic Marketing Plan
Why Businesses Fail: No Marketing Plan in Place
A strategic marketing plan can help you turbo-charge your chances for success.
This applies whether you’re planning a new business launch or looking to take your existing business to an entirely new level.
A strategic marketing plan carefully answers the questions, “What am I going to produce, for whom, and how will I promote and sell it to them?” It is a strategic document based on your company, your goals, offering, markets and customers.
Your plan lays out how you’ll approach the market so your actions and expenditures are more likely to get the results you want.
What a Strategic Marketing Plan Does, and Who Needs One
A strategic marketing plan is designed for businesses where the general market strategy is not yet determined.
It provides a comprehensive road map for your business, addressing which markets you will serve and how you will position and promote your offering.
The marketing section of a business plan often contains (or should contain) a strategic marketing plan.
You should have this kind of plan if you:
- Are an entrepreneur or business owner in the pre-
launch or start- up phase. - Own an existing business and you’re planning to launch completely a new product/service initiative unlike your existing line.
- You are entering a brand new market, perhaps with unfamiliar distribution channels–even if it’s with the same line you offer in another market segment.
Without a well-developed strategy document with corresponding tactical recommendations, chances are you will waste a lot of time and money.
Or worse yet, you may exhaust your resources before you can achieve your business goals.
A strategic marketing plan is to your marketing as a business plan is to your business. It provides a comprehensive written plan of action that generally guides how you will approach the market.
Not Your Average Marketing Guy
“The name ‘New Paradigm’ really speaks very clearly of Tim’s work in the world – he is most assuredly NOT your average marketing guy!
In fact, what comes to mind when I think of his work is descriptive words like genuine, engaged and heart-
Tim embodies these characteristics in his work, along with a deep sense of integrity, an ability to reach laser-
–Laurie Lynn Hogan, Consultant, The Connection Company
On Firmer Footing to Market his Business
“I certainly have an entirely “new paradigm” on marketing since I’ve been working with you. I’m now on a much firmer footing to market myself to potential clients.” –David Gustafson, Potential Plus Consulting
Strategic Marketing Plan Overview
We develop your plan in stages. It begins with an assessment process where you provide detailed information through an executive interview and diagnostic survey.
Then we conduct market research and formulate preliminary recommendations. We bring this information to an in-
The planning session is an exhaustive but exciting process. We conduct a “master mind” style meeting during which we work with you to brainstorm a wide variety of possible strategies.
Together, we discuss your options and then narrow them down into a feasible plan outline. The next step occurs off-
Objectives for Your Planning Process
Listen to you. We want to fully understand you, your goals, strengths and vision. Your plan should reflect the person behind the business, so the process begins with a personal interview and discussion about you.
Build your strategic foundation. Your marketing should be based on key foundational documents that define your company and your place in the market. Examples of these include your mission statement, vision statement, value proposition, branding and positioning strategy. If these elements already exist, we incorporate them into the marketing plan. If they do not exist, then we help you develop them.
Research your market and industry. The basis of a good plan is good research. We review secondary sources that bear on your market and industry. In addition, if necessary, we recommend and can coordinate primary research (e.g. focus group research or customer surveys).
Establish achievable objectives. The purpose of any plan is to achieve a goal. Your plan should include specific, measurable goals in mind. If you haven’t already identified objectives, we help you define them.
Formulate marketing strategy and tactics. Working with you, we review relevant information and discuss possible options. Then we develop appropriate strategy and actions geared toward your business and goals.
Prepare the written plan. Write a plan that helps you make a compelling case to investors, lenders, business partners or other interested parties.
Present the plan and make revisions. Following a detailed presentation of the plan to you and/or your executive team, we fine-
Provide follow-
Have questions or want to discuss your project? Contact us for a no-obligation consultation.
Market strategy already determined? Consider a Tactical Marketing Plan
About the Process and Plan Deliverables
Here’s what you can expect as part of your investment in the Marketing Plan Package:
- Diagnostic assessment-
written evaluation based on verbal interview - Review of your existing business documents and collateral
- Strategic planning/brain-
storming session- white board style, 1- 1½ days on site - Written mission statement
- Written vision statement
- Written value proposition
- Written recommendations on branding (or evaluation of your existing branding)
Your written marketing plan includes the following major sections:
- Executive Summary
- Situation Analysis
- Marketing SWOT Analysis
- Marketing Objectives and Issues
- Marketing Strategies: lead generation (online and offline), alliances, distribution, referrals, social media, follow-
up marketing and marketing metrics and management - Controls-
how you will measure your progress - Promotional Schedule
- Marketing budget
Once the draft is submitted, the remaining steps in the process include:
- Executive presentation session
- Revisions (one round)
- Follow-
up coaching session
