The actual implementation of your sales and marketing initiatives actually occurs before you launch, when you’ve set your go-to-market date so strategize the components of your sales and marketing plan early on.
This section should contain the following elements and should be no more than four pages.
The sales and marketing section of your business plan is especially crucial because it determines how you’ll plan on generating profit and describes how you intend to create exposure to best sell your product.
It’s in this area of your business plan that you’ll hone the key elements of your marketing strategy.
Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.
Business strategy It's a good idea to introduce the main body of the plan with a reminder of your overall business strategy, including: This helps to ensure that your marketing plan, your marketing strategy and your overall business strategy all work together.Competitors can slash their prices to meet or beat yours, so be very careful if you decide to compete on cost.This section describes how you intend to get your product to customers and how you’ll measure the effectiveness of those methods.Understanding the environment your business operates in is a key part of planning and will allow you to discern the threats and opportunities associated with your area of business.A STEEPLE analysis helps you to identify the main opportunities and threats in your market: You also need to understand your own internal strengths and weaknesses.You’ll need to know this number, especially when you draft your financial plan. You need to make sure that you keep existing customers happy.Perhaps most importantly it looks at how you can ensure that your plan becomes reality.Remember that marketing in itself will not guarantee sales, but by adopting a well-researched and coherent plan, you have a much better chance of building long-term, profitable relationships.Your unique value proposition is what market need you’re planning to solve.Think of it as your secret ingredient – your “special sauce.” This may be a combination of factors including customer service, technology, a twist on a product or service, etc. This should give you an indication of what customers are willing to spend. Until you get your product out there, it’s hard to know for sure how much your added benefit is worth in the customer’s mind.