Form-Start-Up 3-Marketing - Builder Academy

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CREATING THE MARKETING PLAN

Company

Prepared by

Email

Date

Copy to

Conduct a mini-S.W.O.T. Analysis

STRENGTHS - Can I identify three competitive strengths of my company?

WEAKNESSES - What are the three weaknesses of greatest concern in my company?

OPPORTUNITIES - Where in the market are the three most exciting opportunities for my company?

THREATS - What have I identified as the three most serious market threats to my company?

Given the above S.W.O.T Analysis, I have identified the following important marketing initiative(s) to accomplish in the next year

Conduct market research

What pain is the market experiencing, or what gain is the market seeking, for which my company can develop an answer?

What, precisely, will my business sell to alleviate the pain or achieve the gain for my market segment?

How many units are built annually in this market segment?

What is the annual size of the market segment in dollars?

How many buyers are in my market segment?

What percentage of this market segment can I control in 3 years?

Define market demographics

Who are my potential customers?

What is the age range of my potential customer?

20 to 30 31 to 40 41 to 50 50 to 60 60 to 70 >70

What is the family status of my potential buyer?

Single Living together Married Married with children Divorced Other

What is educational experience of my potential buyer?

High school graduate Military/Veteran Associate's degree Bachelor's degree Master's degree Doctoral degree

What is the annual household income of my potential buyer?

< $50,000 $50,001 - $100,000 $100,001 - $250,000 $250,000 - $500,000 $500,001 - $1,000,000 > $1,000,000

Can I name three characteristics that differentiate my potential buyer from other buyers in the market?

Create your UVP (Unique Value Proposition)

What is the main problem my business will address for my potential buyers?

What are three important benefits my buyers will realize from doing business with my company?

What promise am I willing to make, and deliver on, to my buyer?

What short phrase expresses my solutions, benefits, and promise to my potential buyer?

Explain your branding strategy

Which media will be most effective in reaching my potential buyer?

Website Business cards Brochures Yellow pages Television/Radio commercials Tie-In with other merchants Reprints of supplier ads Supplier links

Here are three positives for the name I have selected for the business:

Can I register and protect the business name?

Yes No.

What are the three main colors I will use in my branding, and why?

What is the main shape I will use in my branding (Logo, Signage, Business cards)?

Circle Oval Square Rectangle Triangle Parallelogram Trapezoid

Why that shape?

Create the company logo

Do I have the creative ability to design a logo?

Yes No.

Would it be better to decide on the colors and shape for a logo, and then turn it over to a professional?

Yes No.

Do I have a digital rendition (.png or .jpg) of my logo in several sizes?

Yes No.

Is the set of different-sized logos in an electronic file where I can readily access it?

Yes No.

Establish a web presence

Have I selected and secured a domain name?

Yes No.

The domain name for my construction business is:

Is my domain name easy to remember?

Yes No.

Does my domain name reinforce my UVP?

Yes No.

With which hosting company is my domain name registered?

Which hosting company will host my website?

I have created, and use, at least one company-related email address under the domain name.

Yes No.

Am I capable of designing and creating my company website?

Yes No.

If not, have I identified a website developer to assist me in putting together the company website?

Yes No.

If so, the name of the website development company is:

Public Relations

Which publicity channels will I employ to announce information about my company?

Which local charitable efforts will my company support? Why?

Can I write a press release for the local paper about my company?

Yes No

Can I incorporate my logo and UVP in the press release?

Yes No

Market intelligence - who are my competitors?

Who are my three main competitors for my selected market segment?

What do each of these competitors do best?

What are the major weaknesses of each of these competitors?

Why would a prospect want to buy my offering instead of the offerings of each competitor?

How will I position my offerings relative to my major competitors?

Can I realistically expect my branding package and marketing effort to succeed with my market segment?

Yes No

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When submitted, form responses are sent to the email addresses provided and then deleted. IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.

CREATING THE MARKETING PLAN

Conduct market research

Define market demographics

Create your UVP (Unique Value Proposition)

Explain your branding strategy

Create the company logo

Establish a web presence

Public Relations

Market intelligence - who are my competitors?

Can I realistically expect my branding package and marketing effort to succeed with my market segment?

Note 1

Note 2

Note 3

When submitted, form responses are sent to the email addresses provided and then deleted.
IF YOU WISH TO RETAIN THE INFORMATION YOU HAVE ENTERED, ADD AN EMAIL ADDRESS BEFORE SUBMITTING.