Options, elements and steps required to form your business's marketing plan and an example of how systematic innovation can create victories in the market. Features tools and credits Blue Ocean Strategy by Kim and Mauborgne.

1. Connect with Mike HanberyMarketing.com LinkedIn.com/in/MikeHanbery Facebook.com/Denver.SocialMarketing Twitter @MikeHanbery

2. The Social Network Compass Ebook February, 2010 By Mike Hanbery, MBA Navigate your course through Internet Social Networks.

3. A Market Without Competitors Mike Hanbery, M.B.A. Traditional and Innovative Approaches to Marketing your Business HANBERY MARKETING

4. Marketing Plan Components Market Summary SWOT Analysis* Marketing Strategy Financials Controls

5. Market Summary Components Target Markets Demographics, Geographics, Behaviors Market Needs Market Trends

7. Sales Forecast

9. Organization (Accountability)

11. Michael Porter Five Forces

12. Generic Strategies Cost Leadership Differentiation Focus/Niche

13. Strategic Alliances Product/Service Alliances Promotional Alliances Logistics Alliances Pricing Collaborations

14. Innovation Marketing Strategy

15. “New Growth Theory”

16. Blue Ocean Strategy 2005 Publication Kim & Mauborgne (INSEAD) Pursues systematic innovation as marketing strategy

17. B.O.S. Tools Strategy Canvas + Value Curve Example: US Wine Industry, Late 1990’s High Premium Wines OFFERING LEVEL Budget Wines Low Wine range Above-the-line marketing Vineyard prestige and legacy Price Use of enological terminology Aging quality Wine complexity PRINCIPAL FACTORS

18. B.O.S. Tools Four Actions Framework Reduce Which factors should be reduced well below industry standards? Create Eliminate Which factors should be created that the industry has never offered? Which of the factors that the industry takes for granted should be eliminated? A New Value Curve Raise Which factors should be raised well above the industry’s standard?

19. B.O.S. Tools Eliminate/Reduce/Raise/Create Grid

20. B.O.S. Tools Strategy Canvas + Value Curve: [ yellow tail ] High Premium Wines [ yellow tail ] Budget Wines OFFERING LEVEL Low Ease of Selection Above-the-line marketing Vineyard prestige and legacy Wine range Price Use of enological terminology Easy Drinking Fun & Adventure Aging quality Wine complexity PRINCIPAL FACTORS

21. B.O.S. Tools Strategy Canvas + Value Curve: [ yellow tail ] High Premium Wines [ yellow tail ] Budget Wines OFFERING LEVEL Low Ease of Selection Above-the-line marketing Vineyard prestige and legacy Wine range Price Use of enological terminology Easy Drinking Fun & Adventure Aging quality Wine complexity PRINCIPAL FACTORS

22. References Grant, R. M. (2008). Contemporary Strategy Analysis (6e). Carlton, Victoria, Austrailia: Blackwell Publishing. Kim, W.C. & Mauborgne, R. (2005). Blue Ocean Strategy. Boston, MA: Harvard Business School Publishing Corp. Kotler, P. & Keller, K.L. (2006). Marketing Management (12e). Upper Saddle River, NJ: Pearson Prentice Hall.

23. The Social Network Compass Ebook February, 2010 By Mike Hanbery, MBA Navigate your course through Internet Social Networks.

24. Connect with Mike HanberyMarketing.com LinkedIn.com/in/MikeHanbery Facebook.com/Denver.SocialMarketing Twitter @MikeHanbery