Marketing Plan on a Page

Marketing plan on a page

Yes, it’s possible to create a Marketing Plan on just one sheet of paper!

Marketing Plan on a Page is a technique which helps you to capture ALL of the aspects of your marketing plan for your business. It’s a visual process, the plan can also be easily updated and, if you stick it to the office wall, then you won’t forget about it!

So, what’s involved?

A Marketing Plan for your business is about identifying your target audience and how you are going to reach them. But, to be effective, it’s about so much more. Your marketing activity needs to be integrated with the rest of the business.

This is where a Marketing Plan on a Page can really help!

Integrating your Marketing Plan into your business

A Marketing Plan on a Page exercise actually requires a lot of thinking, and not just about how your business will reach and engage with its customers. Before you start, you will need to have thought about:

Your business objectives

Be clear on your business objectives! Then, your marketing activity (and budget) can be aligned and can support them. Identify the things that will impact negatively and positively on the ability of your business to meet those objectives, as this will also help to show you where marketing effort will be required.

Your competitors and customers

Do you know who your business competitors are? And, how much do you know about their products, services and marketing approach? When you have identified your competitors and their approach, you will need to decide on what basis you will compete.

And what about your customers? How much do you know about them? Your marketing efforts will need you to identify customer segments, and will be even more effective when you create ‘personas’.

Your Brand and channels  

Articulate your brand values. These will impact on everything from the marketing channels you use to the approach and messaging.

And, talking of channels, which ones will you use? Think about how you’ll implement your marketing, and how your business will communicate to different customer segments, and at different stages in the customer journey.

Your budget and resources

What are the budget implications for your proposed marketing activity? Costs will include website design and branding as well as ongoing web hosting, memberships, subscriptions and traditional media.

You need to think about who will do this work. Will it be you or someone else? Will you use agencies to help with campaigns or specific activities, such as telemarketing?

Your timescale and targets

A plan needs a beginning and an end! You also need to set realistic goals and targets and monitor them.

That’s a lot of information!

As you can imagine, the traditional Marketing Plan is often a long time in the research and writing and, if it’s ever completed, it spends even longer unopened. Capturing the key aspects of the plan, on just one page, means that the plan is in view and can be modified and updated as business needs change.

Would you like to know more?

The Marketing Plan on a Page is based on the popular ‘Canvas’ approach developed by Strategyzer.

If you’re local to Oxfordshire, then come along to a half-day Marketing Plan on a Page workshop for small businesses, provided by South and Vale Business Support. Check their Eventbrite page for the next date.

Or, just get in touch for a chat. Lesley McKie of Positively Media is supporting small businesses with the development of their Value Propositions and Marketing Canvas and would love to hear from you.

Business Plan on a Page

why you need a business plan on a page

Yes, it’s possible to make a business plan on just one sheet of paper!

A ‘Business Plan on Page’, based on the Business Model Canvas developed by Strategyzer, has all the headings that you need to think about. But, unlike a  conventional report or document, this can all be presented on one page.

No more delving into the depths of a multi-chapter document. Instead, one page or poster that you can adapt and update as your business progresses.

But let’s take a step back.

What’s the point of planning in your business?

Starting a business

When you have a great startup business idea, you just want to get going. You’ve got lots of ideas, and probably lots of energy. But, these ideas probably need a bit of sorting and your energy could probably do with a bit of focus. This is where a one page business plan can really help. On one sheet of paper and, with a few post-its, you can capture your ideas, see where the gaps are and focus your energy.

Raising finance

As your business grows, you may consider accessing finance. Any provider is going to want to know about your business. How are you going to tell them all the key features? Why not revisit your one page plan? Check the key facts, test your assumptions and then use these to work up a more detailed plan. No need to deep dive into a multi-page document.

Developing and monitoring your business growth

An established business needs a plan too.  But, the likelihood of you dipping into a weighty multi-page document are slim. This is where a single sheet, with your objectives, targets, KPIs or prioritised tasks is much more helpful. At a glance, you can see your where you’re going and the things to consider across your business if anything changes.

How your business plan on a page can help you to understand your business

When you’re working on your business plan on a page, you’re looking at three important aspects of your business

Desirability

Working on the right-hand side of the page you’ll be assessing the market for your product or service. What does this market look like? Who are your customers, and how will you communicate with them? It’s so important to understand who your target customers are and the reasons why they will be interested in your product or service.

Feasibility

On the left hand side of your one-page business plan, you’re going to describe what you need to do in order to make and deliver this product or service. What are the key activities of your business? Will you do it all yourself, or do you need suppliers and partners? What resources do you need, and where will they come from? These are all the aspects of your business which will generate costs.

Viability

Understanding the key aspects of the desirability and feasibility of your business will then allow you to assess the viability. You’ll have a clear picture of the fixed and variable costs and the revenue streams.  If you’re just starting up your business, this exercise is really important in helping you to understand what changes you may need to make to your proposed product or service, or the way in which you create it, in order to achieve profitability. This is equally important if you’re already running a business. Any change to the factors which contribute to the desirability or the feasibility will have an impact on your viability.

Would you like to know more?

The Business Plan on a Page is based on the popular Business Model Canvas and there’s a short video explaining the key features of the Business Model Canvas on from Strategyzer in this link.

If you’re local to Oxfordshire, then come along to a half-day Business Plan on a Page workshop for small businesses, provided by South and Vale Business Support. Check their Eventbrite page for the next date.

Or, drop us a line. Lesley McKie of Positively Media is working with startup and growing businesses, helping them to make and implement their one page business plans.

 

Location, location, location

Choosing a great venue is really important to making your event a success

It really doesn’t matter how much effort you put into a campaign launch, a networking or marketing event. If you stage an event at the wrong location you won’t reap all the rewards. Put simply, it is not good public relations.

More than anything, you are looking to create the right atmosphere. So, if you pick a venue that nobody likes, it will be hard to persuade your invited audience to come. On the other hand, when you get the location right, people will not only want to come along, they’ll remember it long afterwards.

If a location is special or interesting, it will add to your audience’s experience. It will also leave a positive impression about you, your products, services and your business.

Great locations are memorable. This client event at the Oxford University Museum of Natural History, home of dinosaurs and the dodo, is still being talked about!

Twitter Lists

phone screen for managing twitter lists

Whether you are a list lover or loather there is no doubt that Twitter Lists can be really useful. 

Looking for the right accounts to follow?

A great way to quickly identify accounts that could be of interest is to find a relevant list. This is a great way to kick-start a new Twitter account, or identify new customers or influencers. The best place to start is thinking about who may have similar interests to you. That could be an individual or an organisation. Open up the full profile of the twitter account and look to see if they have lists. If they are any good, it is like finding gold dust.

Subscribe to other peoples’ lists!

If you’ve found a list that looks useful, then subscribe! There is no need to create a list yourself, just follow one that someone else has assembled. There’s every chance that a topic you would find useful, for example media providers, specialist food producers or creative designers, then someone else will have a list already. If they’ve been generous enough to make that list public, then all you need to do is subscribe!

Spending too much time scrolling through your timeline and not finding posts you want to read?

Create your own lists as way of coping with volumes of posts, and for sifting out the posts that you are most likely to be interested in. Work out some categories for the accounts you follow and place your favourites into lists. When you check your twitter feed by looking at the list, you will have filtered posts, seeing only those of relevance to you.

Storytelling at the speed of a shutter click

XL-Catlin-Seaview-Survey-American-Samoa-5-1

Research reveals that we only remember about 10% of what we hear and 20% of what we read. Our superpower is our eyesight: we retain a massive 80 percent of what we see. Our brain is great at visual processing, making the value of images very powerful. They attract, explain, inspire and teach us in ways that are memorable. Today, we’re bombarded by information and it is a problem separating what is important from the clutter. Fortunately, our brains ability to interpret an image at 13 milliseconds is lightening fast, making the value of great visuals even greater. You have 13 milliseconds to create interest.

Photos give depth to a story and at Positively we use them in our storytelling. We took audiences into the ocean to understand the impacts of global warming. The images immediately engage people with the drama captured by the dive teams in remote places.