Your Business Plan - NYPL
Transcript of Your Business Plan - NYPL
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Your Business Plan Ray Phillips
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Business Plan Outline• Cover Sheet
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Business Plan Outline• Cover Sheet• Executive Summary
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Business Plan Outline• Cover Sheet• Executive Summary• Business Description
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Business Plan Outline• Cover Sheet• Executive Summary• Business Description• Business Structure
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Business Plan Outline• Cover Sheet• Executive Summary• Business Description• Business Structure• Management
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Business Plan Outline• Cover Sheet• Executive Summary• Business Description• Business Structure• Management• Operating Procedures
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Business Plan Outline• Market Analysis
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Business Plan Outline• Market Analysis
• Competition
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Business Plan Outline• Market Analysis
• Competition
• P ricing
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Business Plan Outline• Market Analysis • Competition • Pricing• Location
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Business Plan Outline• Market Analysis• Competition • Pricing• Location• Professional Relationships
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Business Plan Outline• Market Analysis• Competition • Pricing• Location• Professional Relationships• Financial Plan
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Marketing Charles Sobel and Howard Geltzer
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Marketing for Small Business – A Continuing Process of …
• Presenting yourself to your target customers
• Persuading them to buy from you• An ongoing process of learning,
planning and doing
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The Purpose of Marketing• To establish and enhance
Your customer baseYour identityYour sales
• To “Move the Merchandise”At a profitWithin a set time frame
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“Marketing” Includes …
• Research and planning• Product development/design• Presentation/display• Merchandising and pricing• Communication• Sales, Selling
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Communications and Sales Tools
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Elements of Marketing Communication
• Direct Marketing
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Elements of Marketing Communication
• Direct Marketing• Advertising
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Elements of Marketing Communication
• Direct Marketing• Advertising• Telemarketing
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Elements of Marketing Communication
• Direct Marketing• Advertising• Telemarketing• Public Relations
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Elements of Marketing Communication
• Direct Marketing• Advertising• Telemarketing• Public Relations• Branding/Brand Recognition
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Elements of Marketing Communication
• Direct Marketing• Advertising• Telemarketing• Public Relations• Branding/Brand Recognition• Sampling
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Elements of Marketing Communication
• Direct Marketing• Advertising• Telemarketing• Public Relations• Branding/Brand Recognition• Sampling• Tech Support
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Elements of Marketing Communication• Direct Marketing• Advertising• Telemarketing• Public Relations• Branding/Brand Recognition• Sampling• Tech Support• Direct Mail Promotion
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First Steps in Marketing
• To study and understandYour products or servicesYour target customersYour competitionYour locationYourself and your resources
How well do they all fit together?
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Positioning Statement
• Who/what are you?• What are you (really) selling?• To whom?• Through what channels?• What’s in it for your customers?• Why should they buy from you instead
of your competitors?
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Marketing Strategy/PlanShould include:• Your goals• Your target market(s)• Your primary message or messages• The communication tools you will use• How you’re going to make & close the sale• Your budget
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Your Message Should Focus On …
• Your business• Its consumer benefits• Your USP (Unique Selling Proposition)
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Your Communication Should…
• Announce something new• Imprint key ideas• Build/reinforce your brand• Persuade target customers to buy
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Communications & Sales Tools
Advertising• Media• Directories• Internet• Signage• Database
Public Relations• Releases, etc…• Public Projection• Promotion• Sales events
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Communications & Sales Tools
Sales• Personal, direct• Networking, referrals
Merchandising• Atmosphere• Ambiance• “Look”
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Evaluating Your Advertising – Is It…
• Focused on your message, your USP?• Geared to key benefits?• Consistent with your business?• Clear, understandable• Attention-getting, unique?• Timely?
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Evaluating Your Advertising – Is It…
• Realistic, deliverable?• Is it bringing in customers?• Is it bringing in inquiries?
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Principles of Marketing
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Principles of Marketing
7. Niche
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Principles of Marketing
7. Niche 6. Name
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Principles of Marketing
7. Niche 6. Name5. Look
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Principles of Marketing
7. Niche 6. Name5. Look4. Distribution
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Principles of Marketing
7. Niche 6. Name5. Look4. Distribution3. Price
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Principles of Marketing
7. Niche 6. Name5. Look4. Distribution3. Price2. Marketing Communications
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Principles of Marketing
7. Niche 6. Name5. Look4. Distribution3. Price2. Marketing Communications1. Timing
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Evaluating Your Website – Is It…
• Easy to find, to navigate• Attractive, colorful
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Evaluating Your Website – Does It…
• Load quickly?• Clearly present your business?• Put your best foot forward?• Make buying easy?
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Essentials of Personal Selling
• Salesmanship• Customer Relations• Motivation• Closing the sale• Customer service
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Knowing and Keeping Your Customers• Identify your best customers/prospects• Build and maintain a customer database
Get phone numbers, addresses, etc…Contact them on a regular basisGive them advanced notice of sales and eventsOffer specials and discountsGet feedback,learn from them.
• Let them know you value them• Maintain and use your database
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Build on Your Experience• Review and refine your offerings,
marketing program, etc…• Continue to advertise and promote• Become known in your market• Stay tuned to market changes• Get feedback from customers and
others• Network
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The only constant is change!
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SCORE : “Essentials for Starting and Growing
Your Own Business"
• Your Business Plan. Ray Phillips, a business plan specialist, was a managing partner of a large certified public accounting firm.
• Marketing for Small Business. Charles Sobel was the chair and president of Market Probe International, Inc. with American Airlines, ExxonMobil, and Pfizer as clients.
• Communications and Sales Tools. Howard Geltzer, co-founder of a public relations firm Geltzer & Company, created the award-winning Sony Walkman product launch.