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GetPedia : Get How Stuff Works! Search GetPedia Google Search Search GetPedia PAGE I TABLE OF CONTENTS ON TARGET: THE BOOK ON MARKETING PLANS How to develop and implement a successful marketing plan. By: Tim Berry and Doug Wilson PAGE II ON TARGET: THE BOOK ON MARKETING PLANS Palo Alto Software, Inc., First Edition, October, 2000 Publisher: Palo Alto Software, Inc. 144 E. 14th Ave. Eugene, OR 97401 USA Fax: (541) 683-6250 Email: info@paloalto.com Website: www.paloalto.com Copyright © 2000 Tim Berry and Doug Wilson All rights reserved under International and Pan-American Copyright Conventions. All rights reserved. Reproduction of this work in whole or in part without written permission of the publisher is prohibited. Published in the United States by Palo Alto Software, Inc., Eugene, OR. Library of Congress Catalog Number: 00-108434 ISBN 0-9664891-3-6 Book layout by Teri A. Epperly and Steve Lange PAGE III TABLE OF CONTENTS Acknowledgments Thanks very much to Teri Epperly and Steve Lange for putting up with us during this book’s journey through its different stages of development. Tim Berry I am honored to be able to work with Tim Berry on this effort. His insight and enthusiasm made for an incredible experience. The work of Steve Lange and Teri Epperly enhanced it further. To Judy, Beth and Layne, thank you for all that you have given me and for tolerating my periodic confusion of priorities. You are more important to me than life itself. Doug Wilson Sample Business Plans This book includes three complete sample marketing plans. • AMT is a computer store that is actually a composite of several computer reseller businesses that Tim Berry consulted with during the early 1990s. • Franklin & Moore LLC is based on a marketing plan for a CPA firm Doug Wilson consulted with as they faced increased competition and further defined their areas of specialty. • All4Sports is a nonprofit organization that offers a wide spectrum of sports programs for school-age children, after public school programs had been eliminated due to budget cuts. It is also based on a marketing plan written for one of Wilson’s clients. All were published using Marketing Plan Pro™, published by Palo Alto Software, Inc. PAGE IV ON TARGET: THE BOOK ON MARKETING PLANS On Target book online! The printing of this book organizes the original Web chapters into eight sections. This was done to create a similar look and feel with our online edition. The online edition is continually edited to bring the most up-to-date marketing and business planning information to our customers. Please visit our business resources website at: http://www.bplans.com/targetonline/ PAGE V TABLE OF CONTENTS Table of Contents Part 1: Introduction 1 The right tools will enable you to create a marketing plan that will effectively use your resources to attain your marketing goals and objectives. Chapter 1: About This Book 3 It's About the Plan 3 This Began as a Web Book 4 About the Authors 4 Chapter 2: Marketing Plans 7 The Essential Contents of a Marketing Plan 7 Marketing Plan Text Outline 8 Text Outline Example 9 Essential Tables 10 Illustrate Numbers With Charts 11 Bring it Together in a Printed Document 17 Chapter 3: Glossary of Terms 19 Part 2: Fundamentals 39 Developing a marketing strategy with focus sets the foundation for your marketing plan. Chapter 4: Strategy is Focus 41 Introduction to Marketing Strategy 41 Your Value Proposition 42 Keys to Success 44 Your Competitive Edge 44 Chapter 5: Focus on Customer Benefits 47 Focus on Market Needs from the Beginning 47 Start with Customer Needs 49 Features and Benefits Statements 49 Chapter 6: Business Forecasting 55 More Art Than Science 55 Respect Your Own Educated Guess 56 Calculate Average Growth Rates 58 Build on Past Data When You Can 60 Graphics as Forecasting Tools 61 PAGE VI ON TARGET: THE BOOK ON MARKETING PLANS Chapter 7: Market Research 63 Primary Market Research 64 Secondary Market Research 64 Finding Information on Competitors 65 Where to Find Information on the Internet 65 Web Links for Fundamental Demographic Data 67 Information from Trade and Industry Associations 70 Information from Magazines and Publications 71 Chapter 8: Target Marketing 75 Target Marketing is a Better Use of Resources 75 Four Ways to Identify Target Markets 76 Focus on Benefits 76 The Target Market Profile 77 Part 3: Situation Analysis 79 An accurate assessment of your market, your environment and your competitors will add reality and practicality to your marketing plan. Chapter 9: Market Analysis 81 Essential Market Analysis 81 Know Your Customers 84 Web Links for Fundamental Data 87 Chapter 10: SWOT Analysis 89 Developing Your SWOT Analysis 89 A SWOT Example 90 Chapter 11: Competitive Analysis 93 Your Competitive Analysis 93 Finding Information on Competitors 95 Website Links for Fundamental Data 95 Part 4: Strategy 97 Establishing your product position will allow you to take your strategy from concept to implementation. Chapter 12: Positioning 99 Product Positioning 99 Product Positioning Web Links 101 Chapter 13: Strategy Pyramid 107 Strategy Pyramid and Strategic Alignment 108 PAGE VII TABLE OF CONTENTS Chapter 14: Mission and Objectives 111 Develop Your Mission Statement 111 Mission Statement Websites 112 Set Marketing Objectives 113 Set Financial Objectives 113 Chapter 15: Segmentation 115 Segmentation is Strategic Divide to Conquer 115 Segmentation Options You Make the Call 117 Segmentation Website Link 120 Part 5: Tactics 121 The tactical decisions you make should directly complement your marketing strategy in a manner that is practical and can be implemented. Chapter 16: Pricing 123 Understand Your Pricing Choices 123 Pricing for Product Positioning 124 Price Point Determination 125 Pricing is Magic 126 Chapter 17: Advertising 129 Advertising Fundamentals 129 Advertising Options 132 Advertising: Make or Buy? 139 Dealing with an Advertising Agency 141 Chapter 18: Public Relations 143 Public Relations Marketing 143 Goals and Objectives 144 Assessing Resources 145 Example of PR Strategy 146 The Role of the Champion 147 The Control Factor 148 Chapter 19: Product Marketing 149 The Offering Concept 149 What is a Product Brand? 150 Product Manager 152 Packaging and Labeling 153 Product Bundling 154 Adaptations for Global Marketing 155 PAGE VIII ON TARGET: THE BOOK ON MARKETING PLANS Chapter 20: Direct Marketing 157 What is Direct Marketing? 157 Types of Direct Marketing 158 Assessing the Criteria 161 Before You Begin, Decide How to Measure 162 Ethical Considerations and Responsibilities 164 Chapter 21: Channel Marketing 165 Extending Your Reach 165 Channel Members Provide Value 166 Channel Criteria 168 Channel Conflict 169 Channel Marketing - Roles and Functions 170 Part 6: Forecasting 171 The process of developing a sales forecast begins with gathering data, continues with making informed guesses, and then follows up by testing those guesses against reality. Chapter 22: Sales Forecast 173 A Standard Sales Forecast 173 Build on Past Data When you can 174 Units-Based Sales Forecast 175 Projecting Cost of Sales 176 Chapter 23: Market Forecast 179 Market Forecast - Example 179 How Do I Make a Market Forecast Estimate? 182 Finding an Expert Forecast 183 Estimating from Past Data 184 Parallel Data 186 The Idea Adoption Model 187 The Diffusion Model 188 Product Life Cycle 194 Web Links for Market Data 196 Chapter 24: Expense Budget 197 Your Budget is a Marketing Tactic 197 A Simple Expense Budget 198 Budgeting Approaches 199 Keep the Process in Perspective 199 When You Don't Have Past Data to Compare 200 Creativity is a Budget's Best Friend 200 PAGE IX TABLE OF CONTENTS Part 7: Make it Happen 201 The value of your marketing plan will be realized when its successful implementation produces your stated results. Chapter 25: Print and Publish 203 Publishing is Management 203 Final Edit 203 Presentation 204 Bring Together in Print 204 Chapter 26: Keep it Alive 207 Start with the Right Plan 207 Implementation Milestones 209 Regular Modifications and Corrections 210 Sales Forecast - Example 210 Variance Analysis 212 Part 8: Appendices 217 The Appendices support the main text. They include three sample marketing plans, plus an Illustration List of graphics used in this book. Sample Plans 219 All4Sports 219 AMT 259 Franklin & Moore LLC 207 Illustration List 347 Index 351 [...]... Hurdle: The Book on Business Planning, is a step-by-step guide to practical business planning First published in 1998 by Palo Alto Software, it has been republished as the manual for the latest version of Business Plan Pro Also in 1998, he finished CPA's Guide to Business Planning, published by Harcourt Brace Professional Publishing, now in its fourth edition Tim has been a successful business consultant... Mexico City during most of the 1970s He was a correspondent for United Press International, Business Week, Business International, and other publications THIS BOOK He became head of Mexico-based business consulting and research for Business International, and left Mexico in 1979 to enroll in the Graduate School of Business at Stanford University While studying for an MBA degree, he was a full-time consultant... both teach entrepreneurship while running a business CHAPTER 1: ABOUT Tim Berry Tim Berry is president of Palo Alto Software, Inc and the principal author of its software products, Business Plan Pro and Marketing Plan Pro He is also the author of several other software products, six published books, and numerous magazine articles He has given seminars on business planning, for large and small companies,... new customer ! 3 Glossary of Terms Advertising opportunity A product or service may generate additional revenue through advertising if there is benefit from creating additional awareness, communicating differentiating attributes, hidden qualities or benefits Optimizing the opportunity may involve leveraging emotional buying motives and potential benefits Agent A business entity that negotiates, purchases,... Infoplan, which later became Palo Alto Software During the 1980s and early 1990s he consulted in business planning and marketing planning to companies including Apple Computer, Hewlett Packard, and IBM Apple Latin America grew from $4 million annual sales to more than $30 million during the four years he did its business planning as a consultant, and Apple Japan grew from less than $200 million per year... MARKETING PLANS Tim is an adjunct professor at the Lundquist School of Business at the University of Oregon and teaches a 400level course titled "Introduction to Entrepreneurship." Doug Wilson Doug Wilson is vice president of sales and marketing at Palo Alto Software, Inc He has extensive marketing experience, including marketing management with AT&T and US West Communications, as well as working with... working with several high-tech entrepreneuring companies He is also the founder of the consulting firm Strategic Advantage, which has worked with a range of large and small business With Strategic Advantage, he developed a focus on the business of professional services, including CPAs, attorneys, physicians, consultants, and professional sports organizations The marketing challenges of selling "intangible... understanding and developing customized programs to enhance their client revenues PAGE 6 Doug has created business plans and marketing plans for a variety of firms, including nonprofit organizations Doug has an MBA degree from the University of Oregon He is also an adjunct professor at the Lundquist School of Business at the University of Oregon He teaches a 400-level course titled "Introduction to Entrepreneurship"... Marketing Plans 3 Glossary of Terms Our goal is to give you what you need to develop a successful marketing plan It's About the Plan So you're looking to develop a marketing plan.You might be a business owner or business manager You might be a marketing expert, beginner, or pragmatic do-it-yourself person Either way, our goal is to help you get that plan built in a logical, orderly way, and accomplish... minimum • Expense Budget: This ought to include enough detail to track expenses month by month and follow up on plan-vs.-actual analysis Normally a plan will also include specific sales tactics, programs by management responsibilities, promotion, and other elements The expense budget is also a bare minimum Are They Enough? These essentials are not the ideal, just the minimum In most cases, you’ll begin a . Business Advertising Branding Business Management Business Ethics Careers, Jobs & Employment Customer Service Marketing Networking Network Marketing Pay-Per-Click Advertising. Determination 125 Pricing is Magic 126 Chapter 17: Advertising 129 Advertising Fundamentals 129 Advertising Options 132 Advertising: Make or Buy? 139 Dealing with an Advertising Agency 141 Chapter 18: Public. for United Press International, Business Week, Business International, and other publications. He became head of Mexico-based business consulting and research for Business International, and left