1. Marketing Execution
1.1. Staff and roles
1.1.1. Dan Marketing Manager
1.1.1.1. Set up Campaigns
1.1.1.2. Manage Budget
1.1.1.3. Monthly reports
1.1.1.4. Hubspot Automation and Training
1.1.2. Dan dmin
1.1.2.1. Blog posts 1 per week
1.1.2.2. Social posting 1-2 per week on theme
1.1.2.3. Email campaigns 1 per month
1.1.2.4. HubSpot Updating
1.2. Tools for Marketing
1.2.1. Hubspot
1.2.2. Wordpress Site
1.3. Key projects
1.3.1. Training on Hubspot
1.3.2. Sales process alignment
1.3.3. Website
1.3.4. Communications plan for 12 months
1.3.5. Feedback and Metrics
1.3.6. Product Management
2. Brand Basics Plan
2.1. Workshops
2.1.1. Luke to do 2nd session
2.1.1.1. Overview of current brand
2.1.1.1.1. Brand elements we need to consider
2.1.2. Harriet to do last session
2.1.2.1. Copy confirmed and key messages
2.1.2.1.1. Who what why and value prop
2.1.3. Dan to do 1st session
2.1.3.1. Value proposition confirmed
2.1.4. Client
2.2. Agenda
2.2.1. Plan for moving forward
3. Content Plan
3.1. 12 month plan
3.2. Key themes
3.2.1. Circular Economy
3.2.1.1. Recycling
3.2.1.1.1. Compositing
3.2.2. Reduce Plastic
3.2.2.1. Alternatives
3.2.2.1.1. EcoAid
3.2.3. Innovation
3.2.3.1. New products
3.2.4. Collaborations
3.3. Key channels
3.3.1. PR
3.3.2. Email
3.3.3. Social Media
3.3.4. Blog
3.3.5. Events
3.4. Outcomes and goals
3.5. Audiences and influencers
3.5.1. Eco Princess
4. Plan
4.1. Market Analysis
4.1.1. Situational Analysis / Drivers
4.1.1.1. What is driving us to do this?
4.1.1.1.1. Our Why
4.1.1.2. SWOT Analysis
4.1.1.2.1. Strengths
4.1.1.2.2. Weaknesses
4.1.1.2.3. Opportunities
4.1.1.2.4. Threats
4.1.1.3. Customer Findings - What have we learned from customers?
4.1.2. Competitive Analysis
4.1.2.1. Do we have competitors and threats in these target markets with the proposed offerings?
4.1.2.2. What are our competitors doing and how are they positioning?
4.1.2.3. How do we position against each competitor?
4.1.3. Target Customer(s)
4.1.3.1. Buyer Profile
4.1.3.1.1. Title
4.1.3.1.2. Industry
4.1.3.1.3. Geography
4.1.3.1.4. Business Size
4.1.3.2. Influencer Profile
4.1.3.2.1. Nurse
4.1.3.3. Key Sales contact
4.1.3.3.1. Sustainability/ Procurement
4.1.3.4. What do customers want and need?
4.1.3.5. What business problems do each of these customers have?
4.1.4. Customer Segmentation
4.1.4.1. Which customers or sets of customers do we sell to?
4.1.4.2. What are the target market segments that we want to go after?
4.1.4.3. What are the distinct problems for each segment of the market?
4.1.5. Total Available Market
4.1.5.1. New Prospects
4.1.5.1.1. How much of each target segment have we penetrated?
4.1.5.1.2. How much opportunity is available in each target segment?
4.1.5.2. Existing Customers
4.1.5.2.1. Can we up-sell existing customers?
4.2. Executive Summary
4.2.1. Industry overview
4.2.2. Revenue Forecast and Financial Analysis
4.2.3. Goals
4.3. Offer Definition
4.3.1. Service Offer
4.3.1.1. What are we selling?
4.3.1.2. Product Definition
4.3.1.3. Pricing
4.3.1.4. Packaging
4.3.1.5. Positioning
4.3.2. Value Proposition
4.3.2.1. What is the Value Proposition to the Customer?
4.3.2.2. What pain are we solving?
4.4. Financial Analysis
4.4.1. Revenue Forecasts
4.4.1.1. Revenue and P&L Forecast (5 Years)
4.4.1.2. Revenue should be split out quarterly
4.4.2. Cost Analysis
4.4.2.1. Should include a description of the costs in entering this business and profitability analysis
4.4.3. Profitability Analysis
4.4.3.1. P&L for the offer to include gross margin, net income and break even analysis.
4.5. Sales Execution Plan
4.5.1. Sales Strategy
4.5.1.1. Direct Sales Strategy
4.5.1.2. Inside Sales Strategy
4.5.1.2.1. Support Management
4.5.1.3. Channel Sales Strategy
4.5.1.3.1. none
4.5.2. Partner Strategy
4.5.2.1. Channel Strategy
4.5.2.1.1. What 3rd party channels should we consider for reselling this service?
4.5.2.2. Technology Partnerships
4.5.2.2.1. Hubspot Set up
4.5.2.3. Solutions Partners
4.6. Go-To-Market Strategy
4.6.1. Positioning & Messaging
4.6.1.1. What is the key messaging and positioning for the service offer? (Pain, alternatives, solution)
4.6.1.2. How do we communicate internally?
4.6.1.3. How do we communicate externally?
4.6.2. Promotion Strategy
4.6.2.1. Marketing Programs (Installed base versus new prospects)
4.6.2.2. Advertising (Publications, etc.)
4.6.2.3. Analyst Relations (Target Analysts)
4.6.2.4. Public Relations
4.6.2.5. Events (Trade shows, SEO/SEA, Seminars)
4.6.2.6. Webinars
4.6.3. Demand Generation & Lead Qualification
4.6.3.1. How do we generate and qualify new leads for the target offer?
4.6.3.2. Prospect Lists
4.6.3.3. Key Questions to Ask
4.6.3.4. Sales Collateral
4.6.3.5. Presentations
4.6.3.6. Data Sheets
4.6.3.7. White Papers
4.6.3.8. ROI Tools
4.6.3.9. Other Sales Tools (web site, etc.)
4.7. Measure and Improve
4.7.1. Numbers, budget, waterfall, break-even (cost>leads>trials>deals)
4.7.2. Sales Programs
4.7.3. Accelerated Learning Strategy, Controls, Metrics
4.7.4. Include feedback loops
4.7.5. Include financial metrics (definition of success)
4.7.6. Pipeline reports, etc…
4.8. Other Considerations
4.8.1. M&A?
4.8.2. Risk Analysis & Mitigation