Market Planning Worksheet
by Janet Attard
Many people who try to start businesses have difficulty getting the business off the ground.
They go through all the motions of getting a business set up, put an ad in
the newspaper and then sit back and wonder what went wrong when no
customers come knocking on their door.
Don't let that
happen to you. You can improve your chance for a successful
business launch by doing a little research before you start the business.
Use the marketing worksheet below to help you determine who your customers
will be and what it will take to reach them.
Marketing Worksheet
Business Name ___________________________________
Services you plan to offer
_________________ _______________ _________________________
_________________ _______________ _________________________
_________________ _______________ _________________________
Describe the types of individuals or businesses you expect to use these services
_________________ _______________ _________________________
_________________ _______________ _________________________
_________________ _______________ _________________________
Indicate when and how often they might need your services. If you aren't sure,
ask potential clients to tell you under what circumstances they might consider
using a service like yours.
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
Describe the benefits your service will offer customers (the SPECIFIC problems the service solves or SPECIFIC advantages it offers to the customer)
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
How many other services like yours are in your area?
_______________________________________________________________
How will your service differ from your competitors?
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
Is there any particular industry jargon, knowledge, or past work experience
you possess that would give you an edge over competitors if you focused
on bringing in business from a particular industry? (example: have you ever
worked in a law office, typed statistical data, etc.)
_______________________________________________________________
How are you planning to find customers ?
(Check all that apply)
______Mailings
______In-person sales calls
______Phone calls
______Paid advertising in newspapers or magazines
______Classified ads
______Ads on the Internet
______An ad in the Yellow pages
______Word-of-mouth advertising
______Network at business meetings
______Window signs to attract walk-in trade
______In-store displays to sell add-on services
______By bidding on jobs
______Through online classified advertising or Web sites
______Other (specify)
How do people learn about this type of service now?
(Don't guess! Go out and ask potential customers)
______Through the mail
______Through telemarketers
______Through paid advertising
______ Newspapers
______Yellow pages
______Through word-of-mouth advertising
______Through contacts and networking
______Through Window signs to attract walk-in trade
______Through In-store displays
______Through a bidding process
______Through online classified advertising or Web sites
______On Internet Web sites
______Through banner ads on the Internet
______Other (specify)
Who makes the buying decisions--the actual user, purchasing
department, department head, other?
_______________________________________________________________
_______________________________________________________________
How much money have you allowed for marketing?
_______________________________________________________________
What will it cost you to use each of these marketing methods?
______Mailings (include cost of postage, mailing lists, if they will be rented, and printed materials. If you will create the mailers on your own printer, be sure to include the cost of paper and ink.)
______In-person sales calls (include gas money)
______Phone calls
______Paid advertising
______Classified ads
______Small display ads
______Yellow pages
______Word-of-mouth advertising
______Network at business meetings (include cost of meetings, if any)
______Window signs to attract walk-in trade
______ In-store displays to sell add-on services
______Banner ads on the Internet
______Ads in electronic newsletters
______Bidding on jobs
______Online classified advertising or Web sites
______Other (specify)
Compare your expected methods of finding customers and costs with the ways potential customers have indicated they are most like to look for this type of service.
Then decide what steps you need to take to get customers to buy from you. List them below and set target dates for accomplishing each.
Action Item Start Follow-up Estimated Actual Results
Date Date Cost Cost
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
_________ ___ _______ ______ ______ _______
Copyright 1997, 2000 Attard Communications
About the author
Janet Attard is the founder of
the award-winning Business
Know-How small business web site and information resource. Janet is
also the author of The
Home Office And Small Business Answer Book and of Business
Know-How: An Operational Guide For Home-Based and Micro-Sized Businesses with
Limited Budgets. Follow Janet on Twitter at
http://www.twitter.com/JanetAttard.
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