1. implementation
2. metrics
2.1. expenses/tactics/time
2.2. monitoringTools
2.3. social Media ROI
3. programs
3.1. events
3.2. mailings
3.3. ads
3.4. press release
3.5. socialmedia
4. example image for strategy/tactics/programs
5. shortcut
5.1. determine financial goals
5.2. create prospects and clients
5.2.1. strategies
5.2.2. tactics
5.3. track and log results
5.4. iterate
6. guiding principles
6.1. Drive Sales
6.2. Build Awareness
6.3. Drive Traffic
6.4. Build Community
7. strategy
7.1. overall goal of business
7.2. specific markets
7.3. market needs
7.4. products/services
8. basics
8.1. rules
8.1.1. know your customers
8.1.2. know your competition
8.1.3. know your product/capacities
8.1.4. know your potential customers
8.2. benefit/pain point
8.2.1. understand/demonstrate benefit
8.2.1.1. for distributor
8.2.1.2. for customer
8.2.1.3. for producer
8.2.2. pain point
8.2.2.1. which problem is solved
8.2.2.2. who has the problem
8.2.2.3. how much is it worth to be solved
8.3. target market
8.3.1. how many
8.3.2. who are they
8.3.3. why and how do they benefit
8.3.4. where are they
8.4. message to the market
8.4.1. what
8.4.2. how
8.4.3. targeting
8.4.3.1. early adopters
8.4.3.2. opinion leaders
8.4.4. segmentation
8.5. adaptation
8.5.1. how many
8.5.2. how fast
8.6. competitive analysis
9. tactics
9.1. message
9.2. media
9.3. channels
10. the marketing mix (Ps)
10.1. people
10.2. product
10.2.1. uniqueness
10.2.2. benefits
10.2.3. features
10.3. price
10.3.1. expected ROI
10.3.2. pricing
10.4. place
10.4.1. distribution methods
10.4.1.1. direct channel or intermediaries
10.4.1.2. distribution costs
10.4.1.3. delivery terms
10.4.1.4. inventory/packaging
10.4.2. transaction process
10.4.2.1. order/billing/shipping process
10.4.2.2. payment process
10.4.2.3. return policy/warranties
10.4.2.4. after sales support/feedback system
10.4.2.5. credit terms/discounts
10.4.3. sales strategy
10.4.3.1. salespeople?
10.4.3.2. incentives for them
10.4.3.3. training
10.5. processes
10.6. communication
10.6.1. promotion
10.6.1.1. based on your USP
10.6.1.2. what message
10.6.1.3. which media
10.6.1.4. sales promotion
10.6.1.5. marketing materials
10.6.1.6. publicity
10.6.1.7. tradeshows
10.6.1.8. guerilla activities
11. But what is Marketing all about?
11.1. The Purchase Process Funnel
11.1.1. <- Purchase
11.1.1.1. <- Consideration
11.1.1.1.1. <- Preference