1. Strategy
5 slides
• What’s going on in your competitive environment?
• In the last three years, what have your competitors done?
• In the last three years, what have you done to them?
• What scares you about what your competitors might do in the future?
• What is your winning move?
Here are the 10-slides that you need to include in your streamlined marketing plan.
• Identify industry trends that will impact your business including: economic, regulatory,
perceptions, new competitors and technologies that change the competitive landscape.
• Who are your competitors and what are they doing?
• Who’s doing it right and what can you learn from them?
• What are your company’s SMART objectives? – Specific-Measurable-Attainable-Realistic-and
Time Oriented
• What segments are sources of future revenues? Prioritize and focus on the segments that will
represent 60% to 80% of your business. This is also where you link your value proposition to the
needs of each segment. “What is unique and compelling about your offering, compared to the
choices available to customers in each segment?”
• Define the key influencers in each segments and the stages of relationship-building for each
stakeholder.
• Define the marketing strategies that will guide each stage of the relationship.
• Develop a budget that is closely aligned with the potential sources of revenue. Instead of focusing
on media, start with the segments that will drive revenues.
• Define what you will do: tactics, media, communications for every strategy and stage of the
engaging your key influencers.
• Define your key performance indicators: soft (activity measures) and financial measures
(revenues, profit, reduced costs) for each tactic