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Valley At Work June 7th 2011
BUSINESS PLANS & MARKETING
Valley At Work June 7th 2011
What I am going to talk about:
• Business Plans• How Marketing can enable Business Plans
Valley At Work June 7th 2011
What I am NOT going to talk about:
• Tax Planning• VAT Planning• Cash flow• Financial Planning• ………see your IFA!
Valley At Work June 7th 2011
LESSON ONE
Valley At Work June 7th 2011
BUSINESS PLAN
STRUCTURE
CURRENTKNOW WHERE YOU ARE NOW
FUTUREDECIDE WHERE YOU WANT TO GO
AND HOW YOU CAN ACHIEVE ITANALYSIS / RESEARCH• EXTERNAL- Business environment- Market Place / Share- Competition- Suppliers• INTERNAL- Products and Services- Customers- Communication- Sales- Company structure- Management / Team / R&R
SWOT ANALYSIS- Strengths and Weaknesses- Opportunities / Threats- Define Your Mission
STRATEGY / VISION• Marketing + Sales
Product – Place – Pricing – Promotion
• The TeamInclude and incentivise
• CustomersNP to NC = DIVERSIFICATION
EP to EC = GROW & MAINTAINNP to EC = NPD
EP to NC = Acquisition
• Operations / Technology• Financing
Profit/Loss - Balance SheetCash flow - T/O v Margin
Investment (internal / 3rd party)Please ask your IFA and/or Bank!!!
Valley At Work June 7th 2011
LESSON TWO
Valley At Work June 7th 2011
MARKETING – OR PREPARING FOR SALES!
"What you are going to sell to whom, when and how you are going to sell it, how much contribution (gross profit) the sales produce, what the marketing cost will be, and what will be the return on investment."
Valley At Work June 7th 2011
MARKETING – BASIC PLANNING
Believed by many to mean the same as advertising or sales promotion, marketing actually means and covers everything from company culture and positioning, through market research, new business/product development, advertising and promotion, PR (public/press relations), and arguably all of the sales functions as well. Marketing is the process by which a business decides what it will sell, to whom, when and how, and then does it.marketing plan - logically a plan which details what a business will sell, to whom, when and how, implicitly including the business/marketing strategy.
Valley At Work June 7th 2011
LESSON THREE
Valley At Work June 7th 2011
INTERACTIVE ACRONYM INTERLUDE!
Valley At Work June 7th 2011
LESSON FOUR
Valley At Work June 7th 2011
MARKETING & COMMUNICATION
“No nonsense with results”
Cut out the jargon, do not overcomplicate and always, always understand that it isn’t the chicken or the egg or six of one and half a dozen of the other:
BUSINESS STARTS WHEN YOU SELL SOMETHING!
Valley At Work June 7th 2011
LESSON FIVE
Valley At Work June 7th 2011
MARKETING – THE FINAL WORD!If you sign up to philosophy that if it isn’t broken don’t try and fix it – please do not attempt to write a business / marketing plan – you will not succeed!
IF IT IS NOT BROKEN – MAKE IT BETTER!!!!!
Valley At Work June 7th 2011
QUESTIONS?