Business Plan, Marketing Strategy and Communication Strategy


I have a thing for logic. I cannot work or be at peace with or even memorize information that has flawed logic.

When I started studying marketing, I couldn’t find a comprehensive model of a marketing strategy that combined all the seemingly complex marketing terms into a logical order of how they relate to one-another. So I built my own from the information I could find in books and publications. I refined, restructured and extended the model with the experience of building marketing strategies for companies in real life in the Digital Age.

Please feel free use the model below to help you develop a Marketing Strategy for your own company. It will take more time upfront to use a systematic approach, but you will have a chance at actually building a consistent, recognizable brand with measurable results from your marketing efforts. Let me know if there is anything I can do to help or explain.


      1. Business Description
      2. Business Goals
      3. Business Organization/ -Structure
      4. Financial Projections
        1. Business Calculations
        2. Cost Calculations
        3. Revenue Projections
        4. Projected Service/Product Unit Cost
        5. Profit- and Loss Projection (Bottom Line. Income Statement.)
        6. Cash Flow Projection (Money in versus money out.)
        7. Projected Balance Sheet (Needed resources and funding.)
        8. Breakeven Analysis (Marks the beginning of profit-making.)


      1. Market Analysis
        1. Rich description of 2-3 major competitors: Service portfolio, distribution- & pricing model, USP, UVP, UAP
        2. Market size. Market trends. Market segmentation.
      2. Keyword research:
        1. Commonly used words
        2. Words used by target audience
        3. Search volume
        4. Rankings of competitors for keywords (page-/domain-) authority
      3. Target Market
      4. Target Audience (3-7 Marketing Personas)
      5. Distribution Model
      6. Product-/ Service Portfolio
      7. Unique Product-/ Service Style
      8. Pricing Model
      9. Marketing Goals
      10. Positioning
        1. History
        2. Story
        3. Unique Selling Proposition
        4. Unique Value Proposition
        5. Unique Advertising Proposition
        6. Brand Gift
        7. Proof Of Benefit
        8. Brand Identity
          1. Mission
          2. Brand Archetype
          3. Brand Personality
          4. Tonality
          5. Corporate Design


    1. Communication Goals
    2. Budget | ROI Calculations
    3. Media Mix
      1. Website
      2. Search Engine Optimization
      3. Social Media Platforms
      4. Online Advertising
      5. Offline Promotions
    4. Content Strategy
    5. Tracking | Analysis | Optimization

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