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. If you are also interested in different software that you could use for your business, then have a peek at this site.

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
      5. Business Calculations
      6. Cost Calculations
      7. Revenue Projections
      8. Projected Service/Product Unit Cost
      9. Profit- and Loss Projection (Bottom Line. Income Statement.)
      10. Cash Flow Projection (Money in versus money out.)
      11. Projected Balance Sheet (Needed resources and funding.)
      12. Breakeven Analysis (Marks the beginning of profit-making.)
      1. Market Analysis
        • Rich description of 2-3 major competitors: Service portfolio, distribution- & pricing model, USP, UVP, UAP
        • Market size. Market trends. Market segmentation.
      2. Keyword research:
        • Commonly used words
        • Words used by target audience
        • Search volume
        • 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 Description
      8. Pricing Model
      9. Marketing Goals
      10. Positioning
      11. History
      12. Story
      13. Unique Selling Proposition
      14. Unique Value Proposition
      15. Unique Advertising Proposition
      16. Brand Gift
      17. Proof Of Benefit
      18. Brand Identity
      19. Mission
      20. Brand Archetype
      21. Brand Personality
      22. Tonality
      23. Visual Identity
    1. Communication Goals
    2. Budget | ROI Calculations
    3. Media Mix
    4. Website
    5. Search Engine Optimization
    6. Social Media Platforms
    7. Online Advertising
    8. Offline Promotions
    9. Content Strategy
    10. Tracking | Analysis | Optimization

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