Marketing is the set of strategies and tactics by which potential customers know about a business, and know enough about it to consider purchasing the product or service. A marketing plan is one critical component of any strong business plan. Planning marketing activities does not have to be complicated. One page can create focus and efficiency, and enough data to make better decisions next year.

This process presumes clarity about the business and the target customer.

Getting Started

The one page format requires a three row by three column grid. The three columns are Strategies, Tactics and Measures. The three rows are Objective 1, Objective 2 and Objective 3. Put the BHAG (Big, Hairy, Audacious Goal) for the year at the top of the page, and make it a measurable goal. Remember, measurable doesn't necessarily mean numbers- getting on the front page of Fast Company is just as measurable as achieving a huge sales goal.

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