Writing out the Marketing Plan
Intuitively, it must be clear to you that the Business Model developed by you needs to be driven by a plan for taking your product-service mix to the market. This plan is what we call the Small Business Marketing Plan. So, how do you crystallize this plan and put it down in writing?
Let us start with the basic components of a marketing mix. If you know about Philip Kotler's 4 Ps of Marketing, well and good, but if you don't there is no reason to panic. It is basically what you would have thought about intuitively. The small business marketing ideas will lead you the defining these 4 Ps:
Product Plan - What products and/or services are you planning to market? How much (quantity) will you sell during the next three years?
Pricing Plan - How will you price your product / service? Will you price it at a premium to the competition, or will you skim the market
Place Plan - Where will you be selling your products and services? What channels of distribution will you use? How much will that cost? What are the benefits?
Promotion Plan - How will you promote your product/service in order to sustain the product and pricing plans? What mix of advertising media, marketing collaterals, promotional events? And how much will these cost?
Answers to all these questions will give you the first step in your small business marketing ideas - what is traditionally referred to as the marketing strategy, again something you have already thought about in your mind, right? Once your base ideas are clear, you are ready to now determine what kind of a marketing organization you need to achieve your small business marketing ideas. This is what leads to your small business marketing plan. It will be a good idea to back up your answers with some market research and follow an appropriate template for putting down the figures while computing the marketing organization and the resources you need to achieve the plan. For cases like these, a software application like Business Plan Pro can be a big help.