SBP

2014 2015

Content

1. analysis

2. targeting

3. strategy

4. marketing plan

5. implementation

6. control

analysis

target

strategy

plan

implementation

control

Market-study

Goal

Strategy

PlanP P P P

Implement

Check

SBP‘lite’

SBPlive

Kotler model

what?

how?

detail

analysis

target

strategy

plan

implementation

control

Sales forecast: quick & dirty?

number of customers in one sector

look for available statistics

(local) government statbel.fgov.be

vlaanderen.be = VRIND

West-vlaanderen.be/economie

Kortrijk.be = inhabitants, shops,

industry federations

feweb

Sales forecast 1

capacity of your business

allows you to calculate your maximum sales

i.e. software:

number of projects (apps) x price per project

horeca number of tables x number of customers x price menu

Sales forecast 2

turnover of competitors

balance sheets on www.nbb.be

trendstop30000.be

federations

website

magazines

interview

Sales forecast 3

Quick & dirty math how many projects/customers can you handle in

1 day/week?

how many hours of work can you spend on this project

extrapolate this to one month (x by 4)

idem: yearly basis

take into consideration:

peak moments

Use your common sense

worstcase

pessimistic

realistic

optimistic

Sales forecast:

Sense

analysis

target

strategy

plan

implementation

control

SDP model

SBP niche market

start-ups in generally

positioning

1. positioning matrix

2. feature analysis

3. mood board

Visualization

positioning matrixbrand positioning/spectrum chartperceptual positioning map

What do you think?

PalmDuvel

Westmalle

Rodenbach

low price

high price

low qualityhigh quality

Feature analysis

mind map

on-line

bubbl.us

free downloads

e-mind maps

freemind

Wordle

http://www.wordle.net/

Alternatives

analysis

target

strategy

plan

implementation

control

Marketingplan

Price

Price setting

Price strategy

Price policy

cost oriented cost-plus pricing

cost/unit + profit margin

target pricing min. profit

Competitor based methods imitation method

going rate pricing

Customer oriented methods intuitive method

based on market research

experimental method different prices on different locations/websites

1 Price setting

Price skimming high price by start

then lower till stabilization

Penetration low price at start

slowly level prices

Price discrimination time (telephone rates)

age (students, seniors)

place (coke in restaurant, shop, vending machine)

2 Price strategy: launch

discount

yes or no?

what kind?

payment

possibilities?

deferment of payment ?

3 Price policy

voucher

bongo

vivabox

Extra’s

• buy or rent?• location?• route plan • opening hours

Place

rent buy

incubators the studios (howest)

ondernermerscentrumKortrijk, Roeselare

BedrijvencentrumWevelgem, Roeselare, Waregem, …..

open marke immmoweb

dewaele

industrimmo

only long term project

you need lots of money…

Location: suggestions

Howest incubation

to be continued

The Studios

Strategic location

400 €/month

Bedrijvencentrum

Center of Kortrijk

400 euro

Facilities

Meeting rooms

Catering

videoconfering

Ondernemingscentrum

Real focus4° P = Promotion = Communication

Corporate Identity

Mediamix Budget

Personalsales

Advertising

Sales Promotion

PR events

digitalmarketing

Media mix: 5 pillars

PersonalSales

Advertising

Sales Promotion

PR events

digitalmarketing

1° pillar

most important sales channel B2B

startups

see presentation Joost!

Personal sales

Personalsales

Advertising

Sales Promotion

PR events

digitalmarketing

2° pillar

draw attention

pro contra

+ huge amount customers

+ low price per capita

+sleeper effect

+ LT image building

- not personal

- less convincing

- one way communication

- you need lots of money

Advertising

What is the best advertising?

if a customer is satisfied, he will tell this to 3 other people friends

if he is not satisfied he will tell it to > 10 people …

Sometimes advertising = misleading

Below the line

Above Below

mass media

tv

cinema

print

radio

outdoor

billboards

megaboards

busses

sales promotion materials,

direct mails,

internet advertising (viral, advergames...),

mobile advertising,

events (exhibitions, concerts...),

POP materials (in-store ads, packaging...),

OOH advertising,

guerrilla advertising

etc...

Print is NOT dead !!

DIY?

at least professional camera

buy pictures

shutterstock

quick & easy

but not so original

Photo-shoot

Corporate identity

Invoice

Stationery

Flyers

Brochures

Cards

car lettering500€

frame

Outdoor

Try to be original

Huge cost….guess: 30’ on VTM in primetime (19u-22u)?

12 644 euro - bereik: +/- 574 000

TV national

more affordable

TV local

guess: 30’ prime time (6u30-9u00) on Q-Music?

2 194 euro

http://www.var.be/nl/

Radio

Cinema

guess: 30 sec.

=161 theaters

1 week

each day

11.052 euro

64

guess: 1 page in ‘Het Laatste Nieuws?’

35 600 euro – outreach: 1.081.000

Newspaper

local newspaper

Magazines

1 page in Humo?

10 900, outreach: 1169000

Uit magazine?

6500 –outreach : 427 000

CIM stats

68

Personalsales

Advertising

Sales Promotion

PR events

digitalmarketing

3° pillar

pro contra

+ gets attention customer

+ Response is accelerated and amplified

+ quick respons

- short term effect

- no loyalty or brand preference

Sales Promotion

Personal sales

Advertising

Sales Promotion

PR events

digitalmarketing

4° Pillar

PR en events

72"is advertising dead?"

very expensive!!

making off

rent space

salary salesman

catering

gadgets

in some sectors = a must

Events roll ups

displays

posters (trespa)

beach flyers

Roll up

Gadgets

pen

calendars

coaster

t-shirts

T-shirts vistaprint

t-shirt shop.be

action

Personalsales

Advertising

Sales Promotion

PR events

digitalmarketing

5° pillar

web

facebook

apps

viral mkt, buzz

guerilla mkt

Digital marketing

conversion

website

choices to make

newsletter

blog

good pictures

e-shop?

wall of fame

affiliate marketing?

wall of fame vb. Tales

Social Media link to

facebook

twitter

you tube channel

demo

testimony

3 F’s ?

Direct marketing

not SBP

guerilla advertisinggo viral !

Budget:

some stuff: DIY

logo, website, …

but keep it professional

some things = outsource

cards

flyer (quadri)

Budget time related: mediaplan

Need inspiration prices? vistaprint.be

drukland.be

one.com

leho: excel sheet

SABAM

music in showroom

music on website

music at events

don’t forget our friends from

analysis

target

strategy

plan

implementation

control

Implementation

a lot of inspiration

but also a lot oftranspiration

analysis

target

strategy

plan

implementation

control

Control

spontaneously

feedback customers

word of mouth

feedback questionnaires

periodically

turnover

profit

market share statistics

TO DO 1 visualization target group

mood board positioning map

commercial plan: 4 P’s corporate identity

logo, flyers cards stationary invoice

web 2.0 facebookpag you tube channel

turn over forecast

starting point for financial plan

marketing budget

TO DO 2