Market Analysis, Situational Analysis / Drivers, What is driving us to do this?, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, Customer Findings - What have we learned from customers?, Competitive Analysis, Do we have competitors and threats in these target markets with the proposed offerings?, What are our competitors doing and how are they positioning?, How do we position against each competitor?, Target Customer(s), Buyer Profile, Title, Industry, Geography, Business Size, Influencer Profile, User Profile, What do customers want and need?, What business problems do each of these customers have?, Customer Segmentation, Which customers or sets of customers do we sell to?, What are the target market segments that we want to go after?, What are the distinct problems for each segment of the market?, Total Available Market, New Prospects, How much of each target segment have we penetrated?, How much opportunity is available in each target segment?, Existing Customers, Can we up-sell existing customers?
Offer Definition, Service Offer, What are we selling?, Product Definition, Pricing, Packaging, Positioning, Value Proposition, What is the Value Proposition to the Customer?, What pain are we solving?
Financial Analysis, Revenue Forecasts, Revenue and P&L Forecast (5 Years), Revenue should be split out quarterly, Cost Analysis, Should include a description of the costs in entering this business and profitability analysis, Profitability Analysis, P&L for the offer to include gross margin, net income and break even analysis.
Sales Execution Plan, Sales Strategy, Direct Sales Strategy, Inside Sales Strategy, Channel Sales Strategy, Partner Strategy, Channel Strategy, What 3rd party channels should we consider for reselling this service?, Technology Partnerships, What technology vendors (if any) do we need to work with to execute on this plan?, Solutions Partners
Go-To-Market Strategy, Positioning & Messaging, What is the key messaging and positioning for the service offer? (Pain, alternatives, solution), How do we communicate internally?, How do we communicate externally?, Promotion Strategy, Marketing Programs (Installed base versus new prospects), Advertising (Publications, etc.), Analyst Relations (Target Analysts), Public Relations, Events (Trade shows, SEO/SEA, Seminars), Webinars, Demand Generation & Lead Qualification, How do we generate and qualify new leads for the target offer?, Prospect Lists, Key Questions to Ask, Sales Collateral, Presentations, Data Sheets, White Papers, ROI Tools, Other Sales Tools (web site, etc.)
Measure and Improve, Numbers, budget, waterfall, break-even (cost>leads>trials>deals), Sales Programs, Accelerated Learning Strategy, Controls, Metrics, Include feedback loops, Include financial metrics (definition of success), Pipeline reports, etc…
Other Considerations, M&A?, Risk Analysis & Mitigation
Purpose, This document describes our Go To Market Plan for <Product Name>.
Sign-Off List, Training, Channels, International, Public Sector, Sales, Marketing Communications, Product Management
An executive summary is a report, proposal, or portfolio, etc in miniature (usually one page or shorter). That is, the executive summary contains enough information for the readers to become acquainted with the full document without reading it. Usually, it contains a statement of the problem, some background information, a description of any alternatives, and the major conclusions. Someone reading an executive summary should get a good idea of main points of the document without becoming bogged down with details.
Customer and Market Analysis
Service Offer Definition
Revenue Forecast and Financial Analysis
Sales Execution Plan
Contextual, Willingness to participate and attentive to discussion
Innovative, There is willingness to test new ideas and comments are not confrontational.
Insightful, Comments are appropriate and indicates insightful analysis of case data
Relevant, Comments are relevant to current discussion and linked to comments of others
Supported, Comments clarify important aspects of earlier ideas and lead to clearer statement of relevant concepts and issues
Quality analysis, Major issues are addressed, Relevant tools are used properly, Assumptions for analysis are stated clearly, Causes of the problems are identified in the analysis
Exhibits, Analyses in the exhibits are done correctly, Exhibits support and clarify key points, Not more than 7 exhibits
Recommendations, Criteria for selecting alternative recommendations are given, Criteria are appropriate, Plan of action is logical linked to the analysis, Plan of action is specific, complete and practical, Recommendations are likely to achieve intended results
Presentations, Report is not long, 2000 words max, Presentation is professionally done, Report is consistent and effectively sells its recommendations
Bring exam admission slip
Use 50 leaves bound notebook
Coverage (all focus questions not covered in the discussions)
Design questions that will give information about who are the potential customers, what are their reasons for availing our offering, where do they avail, when, why they avail or why not they avail our offerings.
The "when" question refers to any situational influences that may cause customer decision activity to vary over time, including the seasonality of the firm's service offerings and the variability in activities caused by external, or non-controllable by firm, events. The "when" question also includes more subtle influences that can affect purchasing behavior, such as: physical and social surroundings; time perceptions; the deciding to avail task; time of day; time available to search for alternatives; and what the decision to avail is intends to accomplish.
Is the demand seasonal?
Is the demand affected by external or non-controllable events?
What time of the day would they prefer?
Demographics (gender, age, income, occupation, education, ethnic background, family life cycle, etc
Geographic (where they live, density of target market)
Psychographic (attitudes, opinions, interests, motives, lifestyle)
How often they avail indicates purpose
Are there heavy users? How about light users
Besides the main offering, do they avail of complementary (additional/ side) offering
After availing of offering what would they feel about coming back
The "why" question involves identifying the basic need-satisfying benefits provided by the firm's Service offerings.
Is there a basic need addressed by your offering
Can competitors address their needs
Will their need change in the future
How will they pay, or would you accept credit
Will a Customer relational management software help
The answer to this question should clearly identify where the product/service offered by you is obtained by your target customer.
At their site?
At our site?
At other places?
Through other means
Was there a need not addressed by our offering
Does our offering not match customers' lifestyle
Do the competitors do it better?
Our prices too high? Are they unaware of our offerings? Are customers misinformed about us?
What is marketing, meeting needs profitably
How it works, exchange and transactions
What is marketed, Goods, Services, Events, Experiences, Persons, Places, Properties, Organizations, Information, Ideas
Who does marketing, Marketers & Prospects, Demand states, Negative, Nonexistent, Latent, Declining, Irregular, Full, Overfull, Unwholesome, Markets, Basic, Manufacturers, Resource, Intermediaries, Consumers, Government, Key customer, Consumer, Business, Global, Nonprofit, Grouping, Marketplaces, Marketspaces, Metamarkets
Marketing challenges, Changing technology, Globalization, Deregulation, Privatization, Customer empowerment, Customization, Heightened competition, Industry convergence, Retail transformation, Disintermediation
Orientation to Marketplace, Production concept, Selling concept, Product concept, Marketing concept, Holistic Marketing concept, Relationship marketing, Integrated marketing, Internal marketing, Social responsibility marketing
Core Concepts, Needs, wants, & demands, Target markets, positioning, & segmentation, Offerings & brands, Value & satisfaction, Marketing channels, Supply chain, Competition, Marketing environment, Marketing planning
Shifts in Marketing Management, Marketing does the marketing, Organizing by product units, Making everything, Using many suppliers, Relying on old market positions, Emphasizing tangible assets, Building brans thru advertising, Attracting customers thru stores, Selling to everyone, Focusing on profitable transactions, Focus on gaining market share, Being local, Focus on financial scorecard, Focus on shareholders
Marketing Management Tasks
Developing marketing strategies and plans
Capturing marketing insights
Connecting with customers
Building strong brands
Shaping the market offerings
Creating long-term growth