Most small businesses I work with don’t actually have a marketing plan.
Shock. Horror.
Yes, they know they should have one.
No, they don’t have time to write one – at least that’s what they tell me.
And, yes, as I’ve argued elsewhere, it’s very often a good idea to just forget about writing a marketing plan altogether.
So am I having a change of heart?
No.
When Action Beats Planning (and When It Doesn’t)
If you’re just starting out, taking action is at least as important as having a nicely written marketing plan. Sometimes businesses fail because simply because they spend too much time on the theory rather than the practice of business.
But once you’re past that early patch, when you’ve got some orders coming in, and when potential customers are starting to seek you out, you need a plan.
A real marketing plan.
A plan to help you grow into a real business rather than one with shaky foundations.
The very idea of writing a marketing plan still scares many small business owners, sending them running for the hills rather than to their desks, pen in hand.
I get that. It’s a scary thing. What if you get it wrong? What if your marketing plan is actually the thing that sends your business into a tailspin because you built it badly?
What Happens Without a Plan? Real Risks for Small Businesses
Well, what if you get offered an amazing deal on advertising and you don’t know whether to take it or not?
Or what if your target market isn’t as receptive as you thought but you completely missed the signs.
Or what if there’s a whole new product line your customers would purchase in droves but you don’t really understand what they want from you?
Once you’re on the path to growth, a marketing plan is no longer an option. It’s a necessity.
It will help you understand the world in which your business operates and lead to more efficient use of both your time and your money.
So it’s worth the time you spend on it. Any time you spend on it.
But let’s be realistic here. You’re probably not going to make the jump from zero marketing plan to hero marketing plan complete with sales projections, cash flow analysis, budget planning etc.
So I’m going to suggest something more in keeping with what you might be willing to acomplish.
Enter the Bite-Size Marketing Plan
A bite-size marketing plan. Achievable in hours. Useful for years.
If you’ve finally decided to take the plunge and write a marketing plan for your business, where do you start?
Well, I’d recommend starting with a bite-size marketing plan rather than a full scale effort.
Just understand that I’m not advocating that this is all you do – just that this is a good place to start. As you see results, you’re going to want to go into more detail anyway because you’ll realize that the better your marketing plan, the more money you’ll make.
So let’s get started.
The whole idea of a bite-size marketing plan is to make it quick and relatively easy to do.
Which begs an all-too-obvious question: Exactly what information do you need for your bite-size marketing plan?
Start Here: The Core Questions Your Plan Must Answer
Start with answering these questions:
- What do you do?
- Where do you do it?
- Why do you do it?
- When do you do it?
- Who do you do it for
- Where are you now in your business?
- Where are you headed?
- How are you going to get there?
- Who are you already doing business with?
- Who do you want to be doing business with?
- Who are your ideal customers?
- What are you selling?
- How are you selling it?
- Where are you selling it?
- For how much are you selling it?
Now these may look like simple questions but they’re deceptively simple. Each will require some thought. Even questions as seemingly basic as “What do you do?” and “Why do you do it?”
It’s critical to be honest when you write your answers down. Try to keep each answer to no more than two or three sentences in length. And write down your gut feelings. Your first thoughts about the answers are usually on the right track, even if they’re not what you think you’re supposed to write.
So, for instance, if your answer to “Why do you do it?” is “Because I need the money.” or “Because I don’t have a choice.” that’s going to impact your marketing plan – even possibly to the extent that your plan will include some radical business changes. After all, you really ought to be enjoying your business.
Be Honest. Be Brief. Just Begin.
So get started on the list. It’s alright to write “I don’t know.” if there are questions that you’re really unsure about. You won’t be unsure for long, since the next step is to start the search for answers…