Your Marketing Plan needs to be relevant, prioritize your opportunities, able to utilize your resources and be actionable.

1. Market Research
a.Who, what, when, where and why.

2. Positioning
a.Define your clearly defensible position in the market
b.Your pricing must meet client demands and expectations

3.Strategies and Tactics
a.What are your strategies?
i.    E.g. Guerrilla – investing energy versus money i n unconventional methods
b.How will you implement them?
c.What are your expected results?
d.Your Timelines
e.All of your Strategies
f.What technical operations are required?
g.Action plan

4.Metrics
a.How will you measure your success?
b.Follow-up to your strategies
c.How to measure your results?
i.Identifying
ii.Quantifying
iii.Qualifying
iv.Justifying

5.Tying the Marketing Plan to the Business Plan
a.Don’t work at the marketing plan as if it is in a vacuum
b.Get input from other stakeholders

6.Your Checklist
a.Who are you trying to reach?
b.What are their needs and priorities?
c.How can you provide effective quality service?
d.How are you going to inform the market effectively?
e.How can you do things better?
f.How can the company become your client’s first choice?

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