The Blue Fish Grill will be a moderately priced 116 seat seafood restaurant offering family style service of popular Gulf Coast fare. Background music consisting of popular Cajun tunes, Jimmy Buffet hits and other folk music depicting life on the water will blend various pop cultures with traditional sounds of the Old South.
Intense market research and target market evaluation suggest that Blue Fish Grill is ideally situated to cater to an unfulfilled market segment. Having a sound operational plan allows management to focus on building sales rather than profit.
Sales projections for Blue Fish Grill assume a modest 2400 customers per week resulting in weekly sales of just over $37,000, or $1,800,000 per year.
Total capitalization will amount to $1,077,675, $400,000 of which will be contributed from the members and the balance secured through a proposed bank loan. In closing, we feel the business plan for Blue Fish Grill represents a realistic expectation of success for all parties involved. The first thing anyone needs to understand is what the 9 primary digital marketing or online marketing strategies are. You might think deciding on a blog or website platform would be a somewhat elementary part of marketing strategy, but it’s not. To help small business better understand online marketing strategy I put together a short video called The Top 9 Online Marketing Strategies, and a handy PDF that you can download here.
Content Marketing Strategy – 10 Tips for developing an awesome content marketing strategy. Top 9 Online Marketing Strategies – Details the 9 major internet marketing strategies used by businesses today. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
Update:A I update this post annually with a new poll on the techniques that readers think is important. Many of the trends IA identified below will remain key digital marketing activities in 2015. Each year, I review the latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses. Please select ONE area of marketing which you believe will give you the greatest commercial benefits in the year ahead. The results are below and show a familiar patterns with same 3 "usual suspects" still rated the most important commercially. So, it seems as if theA three core areas of investment in marketing for 2014 are likely to continue to be Mobile and Content Marketing and Big Data in many businesses. But, I would like to think that Conversion Rate Optimisation and Marketing Automation will increase in investment since these are about process and improving performance, so they can potentially offer lower risk returns than other activities.
Since the main top-level trends, the a€?Usual Suspectsa€? are likely to be similar for 2014, I thought that this, year it would be interesting and more useful to drill deeper to see which specific digital marketing technologies and techniques will be important trends in 2014. In the next sections I'll briefly run through key techniques I recommend focus on for 2014. How Digital Marketing integrates with other marketing channels is the biggest challenge of implementing digital marketing I see, more important than any tactics for specific channels. In 2011, when we launched Smart Insights Expert membership, we defined these 11 factors for marketing success that we believe are important. Growth hacking is a concept from startup companies that is being applied more to larger organisations in 2013 - some even have Growth Hacker in their Job Title.
We recommend the success factor mapping technique based on the Ishikawa approach as a way of defining investment in platforms and activities to drive growth. Modern Marketing naturally focuses on the customer and wea€™ve seen more focus on use of Customer Personas to help here as part of Customer Experience Management. Success in online marketing has always been about how you invest to build a brand online across different digital platforms.
As wea€™ve reported in our weekly alerts, 2013 has seen a growth in targeting options in each of Facebook (e.g.
We have reviewed different media attribution techniques for several years now, but they were never going to be widely adopted until free tools were available as Google has now done through Multichannel Funnels. Googlea€™s earlier developments to bring customer touchpoint point modelling to the mainstream have been added to in 2013 by the new Attribution Modeling Tool and its Customer Journey Mapping benchmark. Google and Facebook acted in 2013 to increase their ad revenue from customers using mobile devices, this was a major threat to their revenue model.
In 2013 Twittera€™s 6 second Vine videos - examples, Instagram - see examples and Snapchat have become increasingly important with many brands trialling campaigns.
Search continues to be a major driver of visits, leads and sales for most businesses, so ita€™s important that companies, or their agencies are on top of the latest changes in the Google algorithm. In the SEO recommendations, there is a big focus on how to achieve content quality and social signals to show authority, so attention on how to develop what Neil Patel calls a€?Epica€? content, Michael Stelzman calls a€?Nucleara€? content should be a strategic focus of marketing in 2014. The development of more interactive content marketing techniques will be a trend in 2014 a€“ take a look at this interactive HTML5 Match Day dashboard from Man City as an example.
Of course Content Marketing is two words and I think marketersa€™ efforts often focus too much on the Content rather than the Marketing a€“ I think wea€™re guilty of that. There are some really interesting examples of mobile responsive landing pages being developed - rather than traditional, static form based pages, it will be interesting to see how these develop in 2014. When we asked recently a€?when did you last update your website?a€? Over 50% in the poll hadna€™t done a major update in the last year a€“ shocking! The increased use of mobile technology means that all structured testing and experiments need to take this into account too. We regularly advise on better use of analytics to drive sales improvements on Smart Insights. To develop the best customer experiences you have to go beyond the hard data from analytics and get real feedback from real customers.
While discussion of using the individual social platforms will continue, a more holistic approach looking at integrating social media with web and email touch points should continue as part of Social CRM. Throughout this review, mobile has played an important part and email marketing is no exception, since the data shows the majority of email interactions are now in Mobile for consumer brands. Ia€™ve been recommending the use of the event-triggered email marketing or what we now call behavioural email for many years. Attribution research showing the channel that influences online sales typically shows for retailers that email is usually one of the top three sales drivers whether first touch or for last touch. Our final trend is one of the most exciting, but also one of the most frightening, as will be discussed a lot in 2014 as Google Glass goes on sale. If you prefer to listen, hear my interview discussing the trends with Ciaran Rogers of Target Internet.
This is part of the regular Target Internet Digital Marketing podcast which is one of the best ways of keeping up-to-date with the latest in digital marketing. At the beginning we set a goal to get somewhere and then we set specific measurable objectives showing how we will get there. Recent survey says that Companies spend over 10% of revenue on Marketing (Digital Marketing Spending accounts for 25% of that, with a 9% increase in 2013) a€“ Gartner Report (U.S.
A business plan is a formal commentary of business objectives, reasons they are doable, and plans for accomplishing them. A nonprofit affiliation dedicated to encouraging the formation, growth, and success of small trade nationwide thru counseling and mentor applications.. Bplans has everything you want to begin planning and rising your small business these days.
A business plan is a proper observation of industry targets, causes they’re attainable, and plans for achieving them. You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
He's talking about the application in the real-world and bemoaning why it is still taught in universities and colleges. Since our focus at Smart Insights is developing digital marketing strategies, my arguments are based on developing a digital channel-specific SWOT, but my five arguments showing the value of SWOT apply equally to development of overall marketing strategy.
So, a technique that can help inform strategy and communicate it more effectively has to be better than no strategy at all. The TOWS matrix approach has the internal strengths and weaknesses and external market opportunities and threats, but also the 4 types of strategy that can be reviewed for the future. Just so I don't misrepresent Mark Ritson, or he doesn't misrepresent himself through his eye-catching headline, Ritson isn't saying that analysis or research isn't valuable, simply that SWOT is a poor technique. In my experience, many companies are too involved with executing campaign tactics to make the time to look outwards at the changes happening in the marketplace in a structured way. Of course this is particularly important in the fast-moving environment of digital marketing. Using the TOWs format, the SWOT analysis can be used in training and strategy development sessions to think through alternative strategies and priorities.


Take one example from this diagram, discussing countermediation helps companies think about ways of increasing their digital footprint through partnering with or acquiring publishers, something I find is often missed in web strategy. After the SWOT has been created, companies can then summarise the key issues that need to be faced and look at the cost-benefit of different communications approaches and place them on a roadmap.
Which way the coin falls depends on how it is approached, how well communicated the goals are to people taking part and outcomes are focussed on delivering against goals. The problem with theory teaching is that often it lacks the real world application – I know from having done an MBA, the SWOT thing was just chucked in without giving any clear context and application. So if a SWOT project helps clarify what people have to do to contribute to the global goals to improve business performance, you’re likely to get greater buy-in than a fancy document that gathers dust because nobody knows how to apply it to their own roles and their team output. What I think Mark Ritson is referring to is an approach to a SWOT that is not customer led.
I agree to some extent that this approach (or management guesses) may not be the most effective way to conduct a SWOT. The key point is that it’s your customers that inform not a bunch of managers with a whiteboard. SWOT is old, proven and has high value to anyone whoi wants to vet and filter some marketing issue.
As a business coach some of m,y clients are MLM Representatives  Sales People, Cleaning Services,  Travel Services, Event Planners, Caterers,  Realtors, Mortgage People, Music Industry, Investors, Ministry and the list goes on. If you goal is more clients this is the primary place you want to invest your time and money. Your Social Media should be automated so you can free time to do other things like more Networking Events in 2014.
Choose to INVEST in the actions that will bring a return even if you have to sacrifice to make it happen. A Marketing Budget is a priority to successful business owners.  In the beginning you will find a lot of ways to promote your business for free. Success Scripts Scripts  are the best way to insure you stay on track in your business conversations including on Social Media. Top Producers in Real Estate, MLM or Home based Businesses use SCRIPTS and we encourage you to do the same. HAPPY NEW YEAR BELIEVE1- Happy New Year, BELIEVE this is the year you will succeed. Believe you can do it. Facebook MarketingFacebook marketing is a little more interactive than most of the other Social sites. ProcrastinationProcrastination is the killer of so many goals. Many people come up with many stories that are really excuses for not starting.
Andrew grew up in Lanarkshire and studied at St Andrews and Strathclyde Universities before beginning his career as a Civil Servant with the Government Economic Service. He then joined the Royal Bank of Scotland as a business economist before being elected as a Member of the first Scottish Parliament in 1999.
From 2003 Andrew held a number of posts at RBS Group including Deputy Chief Economist and through the banking crisis as Head of Group Communications.
Andrew is a Trustee of The John Smith Memorial Trust and a Director of Motherwell Football Club. Duncan Maclennan is Director of the Scottish Cities Knowledge Centre and the Centre for Housing Research at the University of St Andrews. He has an extensive record of advising public policymakers (advising OECD on Urban Affairs from 1984 to 1996, the World Bank between 1980and 2000 and the EU in the 1990’s). He is a Fellow of the Royal Society of Edinburgh (Scotland’s national academy) and was awarded a CBE for services to housing research and policy in Britain in 1997.
Robin McAlpine is Director of the Jimmy Reid Foundation, Editor of the Scottish Left Review and author of 'No Idea: Control, Liberation and the Social Imagination'.
Iain studied politics at Edinburgh University and was researching a PhD in regionalism and nationalism when he started working for the BBC as a political researcher.
Jacqueline Lamb joined Children in Scotland in February 2009 as Director of Corporate Services from Stirling Council where she worked on strategy development and implementation of Enterprise Education and Curriculum for Excellence. Prior to that, in partnership, she ran an independent children's services company providing training, software, events and consultancy to the children's services sector across the UK, with a subsidiary company providing out of school care in the West of Scotland. During this time, she worked closely with Scottish Enterprise being a mentor for small businesses on their BIG Mentoring programme, as well as being a member of the Lanarkshire Local Advisory Board for Careers Scotland. This combined with her corporate experience with Scottish Power PLC and an Honours Degree in Education from Glasgow University has led to a broad ranging career across children's services  in private, public and voluntary sector organisations.
He is rich in practical knowledge and also deeply interested in economic development theory and policy.
Robert has spent the last year in a senior operational and advisory role at the States of Jersey as that entity re-organises itself to meet the challenges of growing global competition.
An experienced business and communications specialist, Peter knows the benefits for any business or organisation in bringing together a focused message and consistent application of the communications plan.
After 15 years in family-run and corporate business environments, Peter was elected a Member of Parliament, and later appointed as shadow to the Secretary of State for Scotland. In politics, he gained extensive campaign management experience, and thereafter five years’ background of message development and communication, for clients in the UK and Canada.
Grilled and fried selections of shrimp, fish, oysters, chicken tenders and stuffed Blue crabs will be served on large family sized platters, conjuring memories of the popular Friday fish fries that once drew families together throughout the South. The décor for Blue Fish Grill will feature wood accented construction blended with a nautical theme decor. The creators and managing members of the company, Harry Stevens and Linda Jones, are seeking additional financing to supplement their contribution of $400,000 to fund the concept. Their combined efforts in the creation of Blue Fish Grill have served to yield a detailed plan that encompass the necessary elements required to succeed in today's competitive restaurant environment. Moreover, years of operational and marketing experience have been organized and documented to create a comprehensive blueprint for success.
The managing partners have an extremely high degree of confidence that the systems and controls incorporated in the business plan will yield a calculated return for a given sales volume. Moreover, we will be providing a benefit to the community by providing a great product and secure jobs to community residents. You can see the latest poll in this post on Digital Marketing Trends for 2015A - in the article I have also covered what I see as 30 of the top tools for managing and optimising digital marketing in 2015. In 2013 we reviewed top-level digital marketing trends, asking which trends will give the greatest commercial benefits, this year I drill down to the next level to give more specific practical recommendations to increase effectiveness. In the poll, please select the single most important trend based on that which you think will make the biggest commercial difference to leads or sales in your company, or a typical client if you are an agency or a consultant. The most significant change is in mobile marketing where there is a decline in popularity, perhaps suggesting a realisation of the difficulty of encouraging customers to buy rather than browser via this channel. Ia€™ve structured the trends based on marketing to achieve different goals across customer touchpoints in the Smart Insights RACE Planning framework. It requires leaders to define a vision of how channels will integrate and the transformation needed in people, process, tools and metrics to make the most of digital marketing.
In 2013, Econsultancy developed their Modern Marketing manifesto which I recommend as a way of thinking through different performance drivers that need to be harnessed for the best results.
Digital marketers may know it as CRO - Conversion Rate Optimisation, but ita€™s broader than this, looking at testing different business models and refining Product offering and Pricing models too.
Our customer persona toolkit is one of the most popular practical resources on Smart Insights.
CXM signifies a change from a focus on User Experience and usability of the first touchpoint to broader touchpoint mapping across customer journeys and through the customer lifecycle including evaluation of post sales support and customer service. Promoted Posts, Custom Audiences, FBX), LinkedIn (Sponsored Updates adding to targeted ads) and Twitter (Keyword, Interest, Device and Geographic targeting of Promoted posts), these have given many more options to target the user particularly on mobile devices where the majority of social media interactions occur today in many consumer markets.
Googlea€™s new Enhanced AdWords campaigns have had a large impact on CPC (for example, Greenlight has seen a 30% increase in CPC since Googlea€™s Enhanced campaigns ) were introduced.
This isna€™t a fundamental trend that will help transform most businesses though and there is a danger in chasing these a€?Shiny Objectsa€? as Jeff Bezos has them. I recommend these 10 trends from the Search Engine Journal summary for the best practical guidance. Take a look at our Content Marketing matrix to review the options for this type of contenta€¦ For evaluation, see our guide to Evaluating content marketing ROI across RACE. More investment in resource to help with outreach and partnership by segmenting influencers will help here. In the talk I describe our approach to 90 day planning and Evolutionary site design using RACE. Google have released a number of improvements in 2013 to encourage this like Universal Analytics, Advanced segments and improvements to conversion attribution modelling mentioned above. The use of customer feedback and satisfaction tools like these to help with this should increase too as companies take a more holistic approach to CRO. So getting the mobile experience right through responsive email design is where many companies will focus if they havena€™t already.


The increased focus on marketing automation means that more sophisticated lifecycle email programmes will be developed as part of MA initiatives. Marketing applications of Glass and its impact on search will be limited, but one Glass app, Glashion, was recently released this week where you can snap clothing and bags of footwear of other passers-by and then complete a comparison shop. I hope my review sparks some ideas on where you should be increasing or decreasing your investment in online. I am aware of a very amazing service technique of a top digital marketing agency once I hired. As the global economy is in turmoil achieving financial independence was the foremost thing i wanted desperately and thanks to the friend of mine who introduces to an amazing program. I'd certainly agree, if it doesn't work in the real world, it shouldn't be taught, but I think it does still hold value if applied in the right way. The beauty of this tool is in its simplicity - you can engage non-digital specialists with the key issues facing a company without getting bogged down in analytics reports. I'd agree with Mark that the conventional simple form of SWOT only looks at analysis, not strategy. It encourages analysis of the factors that impact a company, starting with customers, then competitors and other marketplace players like media and publishers.
He points to these other ten marketing analysis techniques which I recommend taking a look at. Competitors can be eating your lunch through innovative use of digital tactics like search, social media and mobile marketing. You can argue that some of these may be obvious, but it can help senior management buy-in if these ideas are worked through by a team, rather than just presented.
For me the framework for analysis is rarely the issue, more the degree of focus and clarity from people doing the analysis. People learn best when what they are being asked to contribute to is framed by the context of their day to day job.
Starting with a segment of your market, ask your customers what factors do they take into consideration when they buy? From this ask your customers to evaluate your organisations strengths and weakness against these factors. Hi Brian, thanks for your detailed comments – adding a bit more context to what Mark R said and recommending the approach you have found it has worked.
Just have participants honor honesty and you will win every time — as I have with my business over 25 years. The one thing I encourage ALL to do is to create a year long MARKETING & BRANDING CAMPAIGN. You will get the biggest payoff if you invest in getting systems in place with professionals. Over the years I focused on my Facebook and Linked In as well as Google+ , this year I was able to automate it because they are attracting LIKES and new Friends who are looking for ways to connect or work with me. If you would like to see if you are the type of client we can help then LIKE us at Wendy Lovejoy Business Bootcamp and inbox us to set up a GET TO KNOW YOU session. It helps you stay alert and aware  of the opportunities that show up as you work on your goal.
During his time in Parliament, Andrew served as the Shadow Minister for Finance, Economy, Transport and Lifelong learning.
In 2012, Andrew joined WPP in a client strategy role before launching Charlotte Street Partners in 2014.
He is a Fellow of the Chartered Institute of Bankers Scotland and a Member of the Institute of Fiscal Studies, the Institute of Directors and the David Hume Institute.
He is the political commentator for the Herald and Sunday Herald and writes regularly for other publications. In 1987 he became the BBC’s Scottish Political Correspondent and covered the key debates over the poll tax and devolution. As Rector he campaigned against the reintroduction of university tuition fees in Scotland, and the £7,000 minimum income guarantee which was subsequently introduced by the Scottish Government. He has three lovely children from a previous marriage, drives a campervan and walks the hills. He started work for Kleinwort Benson in London and then joined Noble Group, the UK investment bank, in 1990. He is also Chairman of Inverleith LLP, a Scottish-based merchant bank; and Chairman of Barrington Stoke, a Scottish publishing company that publishes books for reluctant readers.
He was a Scottish international athlete, and enjoys most sports, especially skiing and triathlon.
Examples of his pioneering work - such as combining trade and inward investment functions - have now been adopted elsewhere.
Comm (Hons) degree from the University of Birmingham and an MBA from Manchester Business School. Bracken, his springer spaniel, is a regular companion on walks across the South of Scotland. Diner style tables will be surrounded by heavy wooden chairs and accompanied by leather covered booths.
Proven marketing techniques and operational systems will allow management to be proactive rather than reactive to the conditions and obstacles associated with opening a new restaurant concept. There are 22 trends I see based on companies I have worked with, examples I have reviewed and our own marketing activity on Smart Insights. With the increased competition, working through the best way to adjust bids for mobile will be a source of attention for many consumer brands and their agencies.
I recommend this deck by Chris Coward introducing a structured approach to mobile CRO and this by Craig Sullivan covering technical aspects of mobile CRO.
Perhaps some of the social media and content marketing budgets should be allocated to more sophisticated testing like the examples that we look at in our email marketing course and 7 Steps Guide to Email marketing.
They have over one hundred marketing experts and before they start doing work for you, they make you a great marketing strategy and one out of 100 marketers works with you closely until the end of your project for maximum satisfaction. But in this case I thought I'd comment since he's knocking SWOT analysis, a technique that I continue to use and recommend for creating digital marketing strategies.
If SWOT analysis just includes the 4 areas of S-W-O-T as a four box matrix, then it's like to get left on a shelf and rightly ignored. I'd also suggest you need a way of summarising the output from these more complex analysis techniques. Is it just for theory and best ignored in favour of tactics or other strategy development tools? There are so many HOME BASED Entrepreneurs who will not make more money this year because they believe they can get better sales without investing in better brand marketing. They are the package that you can not put on the back burner for major business growth in 2014. From 1999to 2003 he worked as full time policy adviser to the First Minister(s) of Scotland ( leading the transfer of Glasgow’s public housing stock to the third sector), as chief economist in the State of Victoria ( Australia (2003-5) and then as Chief Economist for Infrastructure and Cities in the Federal Government of Canada (2005-2008) before resuming his university career.
Iain has been a regular contributor to publications as diverse as the Big Issue and Public Finance magazine and has contributed to numerous books and journals. He was a member of the Scottish Governments Review of High Education Governance, which led to the 2012 Prondzynski Report. He was appointed as Chief Executive of Noble Group in 1997 and became Chairman in 2007, until its merger with Execution Limited in 2010. What are the top marketing tools or techniques youa€™re using now, or expect to use in the year ahead which werena€™t so important previously?
They define an expert as someone who has put in over 10,000 hours and that adds up to about 10 years in an any area.
This year as my assistant handles that portion of my marketing I can focus on Meet Up  Twitter and YouTube. We helped hundreds last year in Brand UPGRADE this year we want to help a lot more entrepreneurs. Iain has presented programmes for Radio 4, in recent years has been an external examiner for a post-graduate journalism course in Strathclyde University, and is on the Policy Advisory Council of the IPPR. Still, it's better than a simple vision on Inbound Marketing which doesn't emphasise the need for integration. I will start with the least expensive package with a coach and then upgrade my package every 6 months or year later. Unless of course we see that your conversion conversation is off then we help with scripts in that area. Find a community of 3 or more successful people and allow them to expose you to the behaviors of success.



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