Part of the foundation of any successful business is a marketing plan. Marketing plans can help a business owner define goals and develop activities to achieve them. The core marketing plan should be clear, concise, and state the key strategies for your business. Our Rasmussen College subject matter expert, Soma Jurgensen, walks you through each step of the process for building a solid marketing plan.

1. Marketing 101
Developing A Marketing Plan For Your Business

2. What should be in your project?
AGENDA
• Description of features
• Description of benefits
• Customer profile
• Competitive advantage

3. BOTTOM LINE
• What are you selling?
• Why should people care?
• Who is “the one” customer?

4. • Describe in detail your product or service
• Describe product or service features
• Explain the core benefits
• Identify your “one” customer
• Clarify your point of differentiation
• Write it up like a plan
WHAT SHOULD BE IN YOUR PROJECT?

5. • Service features
– What do you do?
– For whom?
– When do you offer your services?
– How often?
– How does someone order your service?
– Where are you located?
DESCRIBE YOUR SERVICE

6. Product Features
DESCRIBE YOUR PRODUCT

7. BENEFITS

8. • “The One” you will talk to
consistently
– Facts (live, income, gender)
– Preferences
(read, eat, watch, do)
• How does he/she behave?
– Fit in?
– Get ahead?
– Value family?
– Impulse?
– Life change?
WHO’S YOUR CUSTOMER?

9. CUSTOMER PROFILE

10. “Reason someone would buy your product
over the competitor’s on a regular basis.”
Combination of your
features, benefits, profile knowledge, and
BRAND
COMPETITIVE ADVANTAGE

11. COMPETITIVE ADVANTAGE
• Choose one or two close competitors
• What product or service do they have that’s similar?
• How would you convince a consumer to purchase your product/service over theirs?

12. STRUCTURE
• Start with an introduction
• Focus each paragraph on one idea at a time
• Transition between paragraphs
• End with a conclusion
Proofread your work and have someone else proofread it too!

13. QUESTIONS?