Marketing Plan Workbook

The most complete workbook for preparing and writing an effective marketing plan.

Marketing isn't cheap. It's expensive enough when you do it right. It's awfully expensive when you don't. You may only get one shot, so it pays to do your homework. Unfortunately, the marketplace is not very forgiving.

Since marketing is often the major expense item for most companies, it makes good sense to have your act together. No matter how superior your product may be, no matter how hard you may work, you still need a plan for establishing a profitable position in the market you want to serve. This workbook can help you get off to the right start.

Large companies spend millions of dollars to introduce a new product, or to increase market share for an existing product. Many of these efforts fail and they move on to the next opportu?nity. Small companies don't have the luxury of pursuing several marketing opportunities at once. One major failure can put a small company out of business. The smaller the company, the more often it must be right than wrong from the beginning. Startup companies don't have any margin for error. They better be right on (or have deep pockets) if they are to have a prayer of making it. That's what this workbook is all about. improving the odds of making it by putting you on the right track.


The purpose of this workbook is not to propose what type of marketing planning philosophy you should adopt.

This workbook is designed to help you fine tune your assumptions and instincts about what the market needs, and for serving the market better. This workbook is about addressing the details involved in writing a marketing plan. After you have completed the modules in this workbook, you should have a solid direction for marketing your product or service.

The purpose of this workbook is to give you a "user-friendly" organizational tool for putting all the components of marketing together in a coherent fashion. Hopefully, this workbook will help:

Spark your creativity,
clarify your thoughts,
identify the issues you need to address,
organize your research, and
provide a simple format for preparing a plan.