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EB4 – Presentation 04

Authoring Plans

Presentation Objectives EB Portfolio 4

Objectives

• Explore the connection between business plans and marketing plans

• Introduce a standard template for creating marketing plans

• Detail the standards expected for business and marketing plans, especially decimal section numbering

• Review example plan outlines and outline excerpts as a learning tool for plan development and organization

Business Plans EB Portfolio 4

What are Business Plans

Dictionary.com

Noun A detailed plan setting out the objectives of a business, the strategy and the tactics planned to achieve them, and the expected profits, usually over a period of three to ten years

Wikipedia.org

A business plan is a formal statement of business goals, reasons they are attainable, and plans for reaching them. It may also contain background information about the organization or team attempting to reach those goals.

Example Plan Outline

3.2 Competition 3.2.1 Participants and Mkt Share 3.2.2 Industry Trends 3.2.3 Distribution and Models

4. Strategy 4.1 Marketing Plan 4.2 Distribution Plan 4.3 Products and Services

5. Financial Plan 5.1 Assumptions and KPIs 5.2 Cash flow projections 5.3 Break even analysis

1. Executive Summary

2. Company Overview 2.1 Vision, Goals, Mission Statement 2.2 Ownership / Leadership 2.3 Business Concept 2.4 Equipment, Locations, Facilities 2.5 Strengths and Weaknesses

3. Market Analysis 3.1 Market Size and Segmentation

3.1.1 Target Market and Growth 3.1.2 Market Needs

What are we trying to fit in?

Executive Summary, company history, owners/executives/managers, vision, mission statement, goals and objectives, strengths, weaknesses, environmental scans (PEST, SWOT, Porters 5 forces, etc.), market segmentation, market participants, market share, target markets, buyer personas, products, services, r&d, manufacturing, pricing, distribution, promotions (marketing and sales), sales projections, partnerships, competitor partnerships, organizational structure, skills and abilities, hiring practices, employee retention, financial indicators, KPIs, break even, P&L, cash flow, risk assessment, balance sheet, business ratios, fiscal history, revenue projections, service policy, warranties, insurance, investments, locations, equipment, intangible assets, mergers, acquisitions, company structure, action plans, strategy, tactics, timelines, and...

It’s all about “Feasibility”

Economic Viability 1. Can we attain sufficient

revenues, based on market size and share to break even?

2. Do we have access to sufficient capital as required to meet revenue and market share requirements?

3. Can the market support another entrant?

Management Capability 1. Are expectations appropriate? 2. Can management meet

projections? 3. Can management be

competitive (experience, comp. advantage, etc.)?

4. Is management invested (money, time, commitment)?

Marketing Plans Digital Marketing Portfolio

A basic marketing plan template.

• Executive Summary • Situation Analysis

[5C Analysis] or [Choose Your Own Adventure]

• Marketing Mix [4Ps, etc.] or [Content Mix] or [Choose Your Own Adventure]

• Financial Analysis • References & Appendices

Likely Additions

• Social Media • Digital Advertising • Financial Analysis • Future Considerations

Sample Plan Outline

• Good, but not great. • Is 3.0 Promotions a necessary header? • Could 3.1 and 3.2 be “promoted”? • How would promoting 3.1 and 3.2 impact the

ability to go into more detail through additional sub-sections?

Situation Analysis EB Portfolio 4

What goes in the Situation Analysis?

• 3C Analysis

• 5C Analysis

• Choose Your Own Adventure (Suggestions)

Company Competitors Customers Collaborators Climate

Company Competitors Customers

Market Analysis

Macroenvironment -or- External Analysis

Emerging Issues Capability / Mfg. Training Regulation Media & Coverage

Company Overview

Strategic Partnerships

Competitive Analysis

Market AnalysisCompany Overview Competitive Analysis

Internal External

Some Examples

With the 5Cs slightly reworded for best practices

1.0 Executive Summary 2.0 Situation Analysis

2.1 Company Overview 2.2 Competitive Analysis 2.3 Market Analysis 2.4 Partnerships 2.5 Macroenvironment

Rebalanced based on possible priorities 1.0 Executive Summary 2.0 Sitaution Analysis

2.1 Company Overview 2.2 Partnerships 2.3 Environmental Analysis

3.0 Market Analysis 3.1 Demographics 3.2 Competition

Naming your sections

• You can name sections whatever you want!

• Names should be descriptive • Certain sections have commonly used

names • It is best practice to use these

names • Using commonly expected names

helps ensure clarity

Do Order and Priority Matter? To whom does the plan belong?

3.0 Market Analysis 3.1 Competition

3.1.1 McDonald’s 3.1.2 Panera Bread 3.1.3 Other Competition

3.2 Market Demographics 3.3 Market Growth

What about this example plan?

3.0 Market Analysis 3.1 Competition

3.1.1 Fast Food 3.1.2 Tailgating 3.1.3. VIP Packages

3.2 Market Demographics 3.3 Market Growth

Situation Analysis

• Porter’s Five Forces • STEEPLE • SWOT

Marketing Mix EB Portfolio 4

Which Marketing Mix?

• 4Ps

• 4Cs

• 8Ps

• 7Cs, 7Ps, etc.

Product Price Place Promotion

People (Internal) Process Physical Environment Productivity

Clients Costs Convenience Communication

Product Price Placement Promotion

Choose Your Own Adventure A few examples of how (and why) we may break the marketing mix mold with our own sections. • Design Guidelines

(logo, colors, fonts…) • Technology

(hardware, software, capabilities) • Sales • Customer Services • Partnerships, Alliances, Sponsorships

Outline Examples

Online Lifestyle Publication Marketing Plan 1.0 Executive Summary 2.0 Market Analysis 3.0 Competitive Analysis 4.0 Process Overview

4.1 Technology Analysis 4.2 Content Mix 4.3 Publishing Plan (Ed. Cal.)

5.0 Promotion Plan 5.1 Strategic Partnerships 5.2 …

Nightlife Venue (Bar with Stage) Digital Marketing Plan 1.0 Executive Summary 2.0 Situation Analysis

2.1 Company Analysis 2.2 Market Analysis 2.3 Macroenvironment

3.0 Promotional Plan 3.1 Social Media Plan 3.2 Digital Advertising

4.0 Message Distribution 4.1 Video Distribution 4.2 …

Conclusion EB Portfolio 4

Takeaways • There is a basic flow of most

marketing plans: Executive Summary, Situation Analysis, Marketing Mix, Financial and Budget, References and Appendices

• The 5C model provides the basis of a Situation Analysis: Company, Competitors, Customers, Collaborators, and Climate

• You may “promote” or “demote” sections and sub-sections based on their relative importance to a company

• Business and Marketing Plan outlines are written as decimal style lists. The only exception is that sub-sections of the Appendix are lettered and not numbered.