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10.09.2015
Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road. A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin.
Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans. Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets. For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans. SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each.
SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan. Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia.
Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing.
Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections. Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future.
Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses. Organizations - Describe them by number of employees, sales, geographic location, and industry.


SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats.
Management Team - List the key members of your present management team and very brief description of their business and industry experience and education.
Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow?
Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers.
Pricing Model - Describe the methodology you will use to set prices for your products and services.
Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g. Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g. Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace. Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth. Complete, Proven Business Plan AND Bonus Marketing Plan Template Pre-Populated With All Necessary Sections. All Charts and Graphs Automatically Update So You Can Complete Your Plan Quickly and Easily. Includes All Sections and Complete Budget & Financial Statements Needed For Both Comprehensive Documents. How would you like to start or expand your business with a professional sample Business Plan AND Marketing Plan template that’s designed to save you time and money, get your business started right, and help generate tons of customers for your business?


This 2 plan package will provide you with incredible tools to forecast the finances of your business, secrets to generating and securing customers, powerful market and industry information, and more!
Take the first critical step towards a better quality of life and financial freedom right now! You will save countless hours of work and receive an incredibly valuable sample business plan template and marketing plan that you can use to help secure funding, estimate your business finances, sales, costs, marketing and advertising budgets, and so much more! You’ll be receiving a professionally formatted, easy to follow business and marketing plan that is specifically written to start up this business. SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models.
The four growth strategies include: market penetration, market development, product development and diversification.
Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards. Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel.
Writing a business AND marketing plan are two of the most important steps in starting any business, and it is not something you want to just jump into without experience and a little help to get you started.
All you need to do to complete the plan is fill in the information that is unique to your business! Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. Think about how much easier it’s going to be to using complete, preformatted plans specific to your business and industry, with all required sections written for you, and all of the financial statements and budgets automatically generated for you!
Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them?



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