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Business Planning for EventsIt was only until recently where I was exposed to writing a business plan for an event. Become a Private Member and Empower Your BrandJoin thousands of subscribers getting exclusive content,private case studies, updated industry insights and valuable business growth strategies.No Spam ever, just great content! First, the plan-as-you-go approach focuses on planning as a process rather than a plan, so it emphasizes regular plan review, keeping track of changing assumptions, and planning as steering as management. Second, the plan-as-you-go approach emphasizes appropriately sized plans, just big enough to support planning process, but encompassing only those portions of the more formal standard business plan that your company will use and manage.
Every plan should start with a review schedule, meaning the time and date and participants of the plan review meetings, set in advance, so everybody involved makes and keeps the commitment to get together at regular intervals and review the plan including going over important assumptions to identify how and when they’ve changed (and they will change) and how to correct the plan to preserve the long-term directions and goals but manage the short-term steps according to changing assumptions. Part of that is also understanding from the beginning that it’s a process, not a plan. I’ve found through the years that making good content available to people on the web is a matter of mutual benefit, in which everybody wins. The heart of a plan-as-you-go plan is an enmeshed interaction of three factors, identity, target market, and strategic focus, that are inseparable. Market is what benefits you offer and needs you solve and to whom, plus who isn’t your market, the more narrowly defined the better, and that too is about the same for a person as for a company. Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm.
A respected Lecturer writing in the Harvard Business Review proposes that all aspiring entrepreneurs need to do is to focus on knowing their customers and testing their hypotheses to ensure business success. In the experience of Pro-actions however,  most business owners are not at the leading edge of entrepreneurship. The Business Plan may be the boring side of Entrepreneurship, but it is the sure-fire route to success for us ‘lesser mortals’! Most companies waste most of their marketing spend by not focusing on their customers sufficiently – who they are, what their business needs are, how they buy and what media they use. Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together.
Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there.
We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management. Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments.
Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches. Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources.
Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses.
Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company. Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List.
Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements. Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements. Take this dream that you have and write it into one sentence mission statement, also described your vision. Make sure your message is very simple, if people don't get what you're trying to sell, possible customer will pass by and buy somewhere else.
Perception, the perception of your unique offer to your customers must be one of very high value, so they're going to dig into their pocket and pull money out and paid for the product or service. Number one is price point, there's a certain price that people are willing to pay for whatever you have to offer. If the price is too high your business may suffer; if it is to low you may be devaluing your product or service. Also saturation, if you have one "cookie" that a hundred people are wanting, you can charge more for the "cookie" right.
Make sure that your market share is going to be strong when you enter into it, and that's not ever saturated. You can research whether the market that you're getting ready to enter into: is it booming or is it declining.


The more focused you can get with who your customers is; guess what, all the other pieces fall into place, - "You know who to market to".
You can really make this dream a reality when you can figure out who is going to be giving you the money, for what you're offering.
The most important thing to remember when writing a business plan is, to make sure that it lines up with your passion; something that you absolutely love, that you will be excited to get out of bed every single morning to do it. We make every effort to ensure that we accurately represent these products and services and their potential to help you with your business. If you’re anything like me, a brand new year makes me do two things: look back at the past year and look forward to the months ahead. Life, as we all know, has a tendency to plot a different course than the one we’ve planned.
So, I start off by looking at what I wrote last year and answering these questions: did I accomplish everything I set out to do? So, for instance, you’ll plan your new equipment purchases and upgrades, plan and detail any custom build needs, puzzle out any changes to your marketing materials and plans, and list and prioritize any vehicle repairs, replacements or maintenance. Plan to tie up any unfinished business from last year, if (and ONLY if) those plans still apply. By figuring out where you started a year ago (and yes, you’re allowed to look back two, three or even more years), and making the comparison to where you stand now, your strengths and weaknesses become crystal clear.
So, for instance, if you’ve been neglecting your equipment replacement cycle because you put too much emphasis on that cool new facade or custom case configuration, you have been alerted, and now know what to focus on in 2013. The goal is to advance, not by great leaps and bounds, but in a steady, controlled pace that you can afford in both time and money. Naturally, the categories you’ve set up for your business plan might be very different, and hopefully this doesn’t seem all ethereal and vague, like the stuff the so-called “motivational” speakers espouse.
Spotting weaknesses through data is much better than spotting them when something goes wrong in the real world. A new year always promises a fresh start, and another cool thing I like to do is shake-off any left-over angst from the previous year.
There is no such thing as a plan-as-you-go plan without a regular review schedule and the assumption that course corrections will be part of the process.
So, for example, while every company stands to benefit from an appropriate planning process to hone strategy and lay out the steps and concrete specifics, many companies are not looking at business plan events and will not therefore need the full richness and formality of the old-fashioned complete business plan. The plan-as-you-go plan is a combination of heart of the plan, which is strategy; and the flesh and bones, which is a collection of assumptions, review schedule, milestones, and budgets.
You can’t have a pitch, an elevator speech, a summary memo, or any of that without having a plan. It’s so easy to set up a review schedule at the beginning, and that changes the tone of the entire effort to keep it about planning process rather than just the plan. Furthermore, people think differently when they know there’s going to be plan review.
I’ve written about this before, but would like to get your opinion on how people can plan for their careers, using marketing strategies.
And these three factors are as relevant for a personal marketing plan as for a business marketing plan. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St.
Building a product or service, and undertaking market research to test their theories about business challenges. It should be a living document that generally projects 3-5 years ahead and outlines the route a company intends to take to grow revenues. The Growth Accelerator Hyper Growth Insights Study 2014 found that 96% of the companies experiencing significant growth had planned for it in the prior year; 88% reviewed the plan in year regularly and as a result 64% met or exceed their targets! Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget. You're going to want to make sure it's definitely different, because that makes less competition for you out there. You really need to think about the price points, do some research on what other people are charging for something similar.
On the other hand, if you have a hundred "cookies" and one person to buy, then the market is saturated with "cookies"; - As a result the product or service loses its value, and it is a sign for you to avoid investing in this market in particular. It may be something that you don't want to even enter if you find that this is a dying industry and market.
For example "Harley-Davidson" - they know that their customers are forty seven-year-old, You maybe thinking wow..! As with any business, your results may vary, and will be based on your individual capacity, business experience, expertise, and level of desire. In theory plans could be kept in your head but in practice that’s really hard because our minds play tricks on us, we lose the benefit of plan vs. This is where I get into the basics, like that a plan is modular, you choose what you need, and you get going fast, adding to it as needed. People who are interested in this content go there and the smart ones figure out pretty quickly that even though all of that is free, the software that supports it has to be pretty good and its about the same thing they’re working on, the business plan.


The greatest threat to planning as management is the plan as document, lost in a drawer and forgotten. He suggests that entrepreneurs will learn from their failures and grasp the true meaning of pivoting or changing to meet the needs of the market. Essentially, it is a road map of where you currently are with your business to where you want to take your business.
I was able to highlight the areas of focus and concerns simply by viewing the plan after creation. Taking that same idea to the plan-as-you-go business plan approach, the website adds to the book and my target customers are smart enough to see from the site that having the book on their desk as hard copy is worth the $14 or so it costs. To me the plan with review schedule is a different item, far more useful, than the plan without. Each individual's success depends on his or her background, dedication, desire and motivation.
Along this map will be smooth sailing as well as mountains and valleys, but if you make a good plan and stick to it, there is no reason you can’t succeed. This sounds easy enough, but you need to be serious about this plan and make sure that you include everything necessary to ensure a positive outcome.It can be helpful to work with an outline when writing a business plan.
These are the basic elements of any professional business plan: The Executive SummaryThe single most important part of your business plan is the executive summary. There are some unknown risks in business and on the internet that we cannot foresee which can reduce results. This is an abstract of your entire business plan and should highlight all of the goals and content that will be found in the following pages of the plan. If you are looking for outside funding, this is even more important as this summary is how you will introduce yourself and your company to potential investors. The use of the information, products and services should be based on your own due diligence and you agree that our company [Central Business District] is not liable for any success or failure of your business that is directly or indirectly related to the purchase of products acquired due to our recommendation. You should make sure that this includes a history of your company, your mission statement, any monetary requirements you need, why your business is better than your competitors and mention where you see your finances going over the next three to four years.
This page promotes products where the owner of this page may receive financial benefits from sales referred by this page. You can do either, just make sure you get all of the most important parts of your plan in there as this might be the only part of the plan some people read. Your Company DescriptionYou will want to include a detailed description of your company in your business plan, too.
This will tell readers what your business is, what your business does and how you will make a profit. Your Businesses Marketing PlanIn order to be a success, you need to make sure that you are marketing your business to customers. Though this can change as you adjust to changing market conditions, you should have a basic plan in place to show people what you plan to do to get your brand out there on the market. In this section of your business plan, you should explain what your product or service is, how it will benefit your customers and why your product or service is a better option than your competitor’s product or service. Your Sales StrategyNow that you have explained your product or service to your business plan readers, you need to tell them how you will sell your product or service.
All of these can be effective in their own way, but one method will work best for your product or service, so make sure to figure out what it is then put this information in your business plan. Your Management TeamIt is also important to mention your management team, as well as their titles. Your FinancesThis is the section of your business plan where you will explain your expectations with finances. This should include a break-even analysis, sample balance sheet, cash flow projection and other financial information like how much you are willing to invest into the business out of your pocket. Your Supporting DocumentsFinally, you will want to attach any and all supporting documents for your business plan. These often include charts and graphs you have made, any marketing documents or logos, research you have completed and references.This is just a basic outline for a business plan but certainly has everything in it that you would need to include.
By following this outline, speaking with people who have been through the situation before, and researching on your own, you should be able to write the perfect business plan. But if you’d like a little more assistance with the process, you might want to try these sample business plans and business plan templates. She is a contributing writer to this and other blogs and also writes email newsletter articles, press releases and web content. Prior to her writing career, Natalie worked in various fields including real estate, equipment leasing and banking.



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