© 2006 Gary Slavin

7 Steps7 Stepsto Business Successto Business SuccessAssociation of Small Business Development CentersAnnual ConferenceSeptember 24, 2010

Presented by Gary Slavin

© 2006 Gary Slavin

7 Steps7 Stepsto Business Successto Business Success• Marketing Audit

• Market Research

• Marketing Message

• Marketing Strategy

• Sales Strategy

• Sales Tool Development

• Sales Staff Analysis and Training

© 2006 Gary Slavin

Step 1: Step 1: Marketing AuditMarketing Audit• Where is your business?

• How did you get here?

• Measure success

• Prepare for planning

© 2006 Gary Slavin

Step 1:Step 1:Marketing AuditMarketing Audit• Objective

• Repeat or Repair

• Analyze

© 2006 Gary Slavin

Step 2:Step 2:Market ResearchMarket Research• Target market

• How to reach

• Determine needs

• How to satisfy

• Proper message

• Proper media

© 2006 Gary Slavin

Step 2: Step 2: Market ResearchMarket ResearchHow to conduct• Objectives

• Instrument

• Data gathering

• Data analysis

• Report

• Basis for message

and strategy

© 2006 Gary Slavin

Step 2:Step 2:Market ResearchMarket Research

Market research is not a one-time event. Continuously research to keep pace with market changes and stay ahead of the curve.

© 2006 Gary Slavin

Step 3:Step 3:Marketing MessageMarketing Message• Define target

• Problems/needs

• Your solution

• Differentiation

• No more than 30 seconds

• Get their attention

• Let them ask questions

© 2006 Gary Slavin

Step 3:Step 3:Marketing MessageMarketing Message

We work with established and start-up organizations by assisting them in determining the best methods for taking their company to the next level, launching new products and services or finding unique ways to put life back into and maximize profits for existing products lines. We work with management in developing and implementing business plans, marketing and sales strategies and then conduct training seminars to ensure staff members in all departments have the necessary skills to successfully reach their corporate goals.

© 2006 Gary Slavin

Exercise:Exercise:Your Marketing MessageYour Marketing Message

• Take 10 minutes to write your own marketing message

• Be prepared to recite your message to the group

© 2006 Gary Slavin

Step 4: Step 4: Marketing StrategyMarketing Strategy• If you plan it, it will happen!

• Marketing audit

• Market research

© 2006 Gary Slavin

Step 4: Step 4: Marketing StrategyMarketing Strategy• Goals

• Objectives

• Strategies

• Tactics (Programs)

© 2006 Gary Slavin

Example: Example: GoalsGoals1. Generate $2.4 million by year end 2011.

2. Hire two new developers by third quarter 2011.

© 2006 Gary Slavin

Example: Example: ObjectivesObjectivesGoal 1.

1. Obtain 25 percent of total revenue from government sector by October 1, 2011.

2. Obtain 75 percent of total revenue from private sector by year end 2011.

© 2006 Gary Slavin

Step 4: Step 4: Marketing StrategyMarketing Strategy• Communicate plan

• Review quarterly

• Be flexible

• “Plan the work,

work the plan”

© 2006 Gary Slavin

Step 4: Step 4: Marketing StrategyMarketing Strategy• Responsibility

• Budget

• Daily “to-do”

• Where are we, where should we be?

© 2006 Gary Slavin

Exercise:Exercise:Your Marketing GoalsYour Marketing Goals

• Take 10 minutes to write at least two marketing goals

• Use these as the start of your new marketing strategy

© 2006 Gary Slavin

Step 5: Step 5: Sales StrategySales Strategy• If you plan it, it will happen!

• Extension of your marketing plan

• There is no OR in marketing AND sales

• Corporate goals

© 2006 Gary Slavin

Step 6: Step 6: Sales ToolsSales Tools• Problem/solution

• Assist sales

• Build

• Brand

• Image

• Name recognition

© 2006 Gary Slavin

Exercise:Exercise:Problem/solutionProblem/solution

• Define, on a piece of paper, one of your products or services in terms of problem/solution

• Be prepared to present this to the group

© 2006 Gary Slavin

Step 7: Step 7: Sales Staff AnalysisSales Staff Analysisand Trainingand Training

• Sales team

• Skills assessment

• Skills development

• Ongoing training

© 2006 Gary Slavin

But, What If?But, What If?

• New business development

• New business

• Marketing and sales are not the issue

• Now what?

© 2006 Gary Slavin

Business PlanBusiness Plan• Market research

• Vision

• Mission

• Goals

• Strategy

• Initial

• Exit

• Financials

© 2006 Gary Slavin

ImplementationImplementation

• Business plan

• Marketing strategy

• Making it all happen

© 2006 Gary Slavin

7 Steps7 Stepsto Business Successto Business Success• Where do you want to be?

• How did you get where you are?

• How do you get to the next level and beyond?

• If you plan it, it will happen

• One step at a time

© 2006 Gary Slavin

© 2006 Gary Slavin

Thank YouThank YouAny Questions?

407.865.5667gary@garyslavin.comwww.garyslavin.com