Write Your Business Roadmap: A comprehensive 6 step framework to create your business and marketing plan for the new year. By napkin marketing | digital marketing + web design

1. Writing the Roadmap for Your Business
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Creating a Marketing Plan

2. Fear of Planning
• Fear of failure
• Fear of not sticking with your plan
• Fear of not being perfect
• Fear that planning will stifle your creativity
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3. What is Planning?
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Without leaps of imagination, or dreaming, we lose the
excitement of possibilities. Dreaming, after all, is a form of
planning.”
Gloria Steinem, Feminist and Author
“A good plan violently executed now is better than a perfect plan next week.”
General George S. Patton, American General WWI and WWII
"Commitment is what transforms promise
into reality."
Abraham Lincoln, American President

4. Why Plan?
• Pros
• Helps you clearly express your business purpose and core values
• You’re working on the business, not for the business.
• Figure out your strengths and weaknesses
• Gives you action items
• Makes you more market aware
• Helps you target the right prospects
• You’re clearer about what you want from employees and vendors
4

5. Why Plan?
• Cons
• Much of traditional planning is outdated, social media not incorporated
• Too much focus on things you cannot control: market conditions and
economy
• Analysis Paralysis
• Plan sits on a shelf
5

6. 6
Marketing Planning = Market Research + Marketing Mix

7. Planning your 2016 Marketing Plan
• Step 1: Evaluate your previous Marketing Performance and ROI
• Step 2: Set Your Goals
• Step 3: Evaluate Your Options
• Step 4: Schedule
• Step 5: Execute
• Step 6: Keep measuring
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

8. 8
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance
1. Evaluate where you
were

9. For Existing Businesses: Key Questions to Ask
? How Much $$ Did We Make Last Year?
? How Much Profit Did We Earn?
? How Many Customers Did We Get?
? Who Were My Biggest Spenders?
? What Was My Average Order Value?/ Average Sale?
? What marketing activities did we do?
? How many leads did each activity create?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

10. For New Businesses: Key Questions to Ask
? How Much $$ Do We Want/ Need to Make in Yr 1?
? How much do we need to sell to be profitable?
? Who are we targeting?
? Who is our competition and how are they marketing themselves?
? How will we generate leads?
? What are key trends in our industry that will affect us?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

11. Market Research: 3 Main Ways to Gather Info:
1. Internal Info
• Sales Revenue
• Top Customers and Average Spending
• Website Visits
• Social Media Statistics
• Lead Sources
• # of Customer contacts and email addresses
2. External Primary
• Customer survey
• Talking with people in your industry: Facebook Groups/ Linkedin groups for your industry
3. External Secondary
• Competitor research
• Industry research
• Google Adwords KW report
• Economic research
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

12. Internal Research Examples
• Gathering Sales Revenue Info/ Forecasting Demand
• Existing business: Accounting/ Invoicing Software Reports
• Create a budget and forecast
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

13. Past P&Ls
13
How Much Did I Make?
Am I Profitable?
Where this comes from:
Quickbooks/ Freshbooks/ Excel
Get a Bookkeeper!
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

14. Future: Creating a Sales Forecast
14
How Much Do I Need to Sell?
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance
Credit:JasonSwenk|AgencyPlaybook

15. Looking up Lead Sources
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

16. Web Analytics
16
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

17. Where does My Traffic Come From?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

18. External: Primary and Secondary Research
• Customer surveys
• SEMRush: Competitor SEO
• Google Adwords
• Industry Research
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

19. Step 1: Research | Checklist
Budget
Forecast
Web analytics
Social analytics
Competitor SEO review
Industry Review
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

20. 2. Create Vision & Goals
20
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

21. Questions to ask yourself
? What is my vision for this business?
? Who is my exact target market?
? What is my market positioning?
? How do I plan my marketing campaigns?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

22. Creating a Vision/ Mission Statement
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance
“Producing and selling locally sourced cakes and pies that
are so delicious and satisfying, that every customer who
leaves our store does so with a smile.”
Vision Formula
Step 1 – The output
Step 2 – The twist
Step 3 – The quantification
Step 4 – The human connection
Source:https://www.executestrategy.net

23. Create a Customer Persona
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

24. Researching Your Target Market: B2C
• Target Market
• Consumer:
• Geography
• Age
• Income
• Gender
• Family Stage
• Media habits
• Psychographic
• Leaders? Followers?
• Conservative? Liberal
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

25. Researching Your Target Market: B2B
• Business
• Industry
• Job Title
• Size of Company
• Geography
• Frequency of purchase
• Media habits
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

26. Researching Your Target Market: B2B
• Where to find this info:
• Statistics Canada
• Industry associations
• Google
• Media tracking statistics
• Neilson Ratings – TV audiences
• Comscore – Web audiences
• Environics data
• eMarketer
• Media kits for magazines/ publishers
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

27. Determine Market Positioning
27
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

28. Create your marketing strategy
• These are the baskets your work will fall into
• 3 approaches:
• The Seasonal Approach:
• New Year/ Mothers Day/ Back to School/ Christmas
• The target market based approach:
• I’m going after 3 main niches: doctors/ lawyers/ education
• The “3 big goals” approach:
• retaining existing customers,
• winning new customers
• Launch in US market
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

29. 29
2016 Canadian Objectives & Strategies
Deliver $63.0 million (+38%) in revenue, and drive audience engagement leadership growth targets for:
Awareness : Unaided Awareness(36% +3pts)
UV/Reach UV (+17.8M +3%), Reach 72% +1pts
Engagement Time Spent (+2,701MM +2.3%) and PV (2,891 MM +4.7%).
2016
Business
Objectives
3.0 Contribute to
ABC’s Business
Globally
1.0 Increase User
Engagement
4.0 Influence
Advertiser Ecosystem
2.0 Reinvigorate the
ABC Co. Brand
2016 Vision
ABC Co. is Canada’s #1 online destination fulfilling all consumers & advertisers needs.
1.0 Leverage
Product 1 launch to
grow Brand & reach
2.0 Conquer
Quebec
3.0 Expand Sports
Division as the #1
destination
4.0 Establish
B2B leadership
2016 Marketing Objectives
Drive increased audience visits targeting new/ competitive users to Metro

30. Step 2: Set Goals | Checklist
Write out goals and vision
Make a Customer Persona
ADVANCED: Figure out your positioning
Create a marketing strategy/ campaign
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

31. 3. Review Options
31
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

32. Questions to ask yourself
? OUTBOUND ADVERTISING
? How many people do I need to reach to actually make a sale?
? Where should I advertise to reach them?
? How much will it cost?
? What is the best ROI for my marketing dollar?
? INBOUND
? What can I do to make my site stickier?
? What kind of content do I need to create to
attract the right customers?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

33. How many people can I reach for $XX?
Medium Audience Size/
Impressions
# Clicks Cost/ Month Cost Per Click
Google Adwords 170,509 300 $1900 $6.60
Linkedin Sponsored Posts 128,512 439 $1479 $3.37
Facebook Ads 86,8450 815 $567 $0.70
Trade Magazine (Business Card
Sized Ad)
30,000
(circulation/
readership)
N/A $850 FLAT FEE
Website 100,000 $2000
Trade Show table 250 25 $250 $10 per lead
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance
Some Sample Advertising Costs

34. 34
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance
Don’t forget to budget for:
 Research
 Writing
 Agency/ Designer fees:
strategy, graphic design
 Email service fees
 Staff time fees
 Opportunity cost for not
advertising or doing it
unprofessionally
 Press release service
 Web design: strategy/
design/ programming/SEO
and advertising

35. Making your website sticky
35
Making Your site Convert
Better:
 Blog
 Important contact points
up on top
 Responsive
 Free content giveaways

36. Blogging for dollars: Attract prospects with
blog content
• Blog about what your clients are searching for:
• Daycare: “best daycare in Vaughan”, “nanny costs”
• Chiropractor: “back pain”, “chiropractor Thornhill”
• Divorce lawyer: “family law”, “visitation rights for cheating spouse”, “child
support payments”
36
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

37. Step 3: Review Options| Checklist
Decide on where you will advertise
Develop your marketing budget
Review your site for improving conversion
37
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

38. 4. Create a Schedule
38
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

39. Questions to ask yourself
? How can I spread out marketing activities throughout the year?
? When do I schedule:
? Advertising
? Social:
? Email/ Automation
? Events
? Am I going to run out of money to advertise
at key times of the year?
? When is it crucial to advertise?
? When am I “going dark”?
(not advertising anywhere)
39
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

40. 40

41. 41
Social calendar: hootsuite

42. Email Automation: A great time saver
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43. Step 4: Create Schedule| Checklist
Make a 30/ 60/ 90 plan
Make a marketing calendar 30-60 day time horizon
Plan your blog posts and social content
Research and book tradeshows and events
ADVANCED: Set up Marketing Automation
43
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

44. 5. Execute
44
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

45. Questions to ask yourself
? How do I organize my day?
? What are my biggest priorities?
? What do I/ my staff need training in?
? Where do I get the help I need for specialized tasks?
? What can I outsource vs. do myself?
45
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

46. Online Project Management
46
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

47. Step 5: Execute| Checklist
Run Your Campaigns and Events
Review Staffing Requirements
ADVANCED: Online project management
47
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

48. 6. Measure Results
48
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

49. Questions to ask yourself
? How did we do with our sales?
? Which campaigns converted best?
? What processes/people do we need
to do marketing we can’t do now?
? How can we do even better next year?
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

50. Numbers to track
• Monthly P&Ls
• Advertising performance
• Web traffic and conversions
• Email campaign performance
• Social engagement
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1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

51. Step 6: Measure| Checklist
Review your campaign results
Track your leads and conversions
Work your learnings into the next plan
51
1:Research 2:Set Goals
3: Review
Options
4: Make a
Schedule/
Calendar
5: Execute
6: Measure
Performance

52. 52
Marketing Planning = Market Research + Marketing Mix

53. Do Not Fear!
• Planning is guessing
• For most small businesses, decisions you make are temporary and can
be undone
• Your planning timeframe should be short: 30-60 Days
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54. Stay in Touch:
Free eBook: York Region Marketing Guide
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Google “York Region Marketing
Guide”
OR
http://bit.ly/yorkmarketing

55. Don’t Want to Do It All Yourself?
• Consulting brainstorm from $299
• Mini Marketing Plan from $499
• Marketing and advertising plan & budget from $1500
Learn more: adina@napkinmarketing.com | 289.842.7180 |
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56. napkin marketing | what we do
• marketing strategy and planning
• responsive web design
• email marketing
• google adwords
• search engine optimization
• Social media management
• print advertising and design
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adina@napkinmarketing.com | 289.842.7180 | @napkin_mktg

57. napkin marketing | let’s connect
e: adina@napkinmarketing.com
t: 289.842.7180 x700
twitter: @napkin_mktg
e: napkinmarketing.com
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