Nurturing The Plan That Never Stops Evolving

Sound though some of them may be, your stream of new ideas won't get you very far unless orchestrated by a viable marketing plan for realisation, a plan that never stops evolving.

Before we delve into the planning process though, let's have a quick stab at a basic definition.

Marketing is absolutely everything connected with the corporate process that determines whether a potential customer makes a conscious decision to buy, or not to buy, as the case may be.

Walk into your local bookstore, scan the myriad of titles on the overloaded shelves in the marketing section, and you might reasonably wonder if it could be as simple as that. But it is.

Much gunge is produced on the subject of marketing and much of it is based on little more than highfalutin jargon designed to keep the pundits in business than to help small business in the real world.

Your marketing plan will not come out of any book...

YOUR PLAN STARTS AND ENDS WITH YOU

It will start and end with you because only you know how to construct and develop it.

The plan you will devise will be perpetual, not some piece of glitz to be flashed around for additional funding, then stuffed away in a drawer and forgotten.

At the outset it can be as modest as two or three sheets of foolscap because it will grow and evolve in time as you lay down new and essential parameters to guide you on the rocky road that lies ahead.

It will of course contain the usual nuts and bolts but it will also include something of much more intrinsic value. This master plan will highlight your own personal philosophy on how the business will realistically progress in tandem with your aspirations.

You will live, eat and sleep with your master marketing plan for all of your working life. It will become your personal bible but unlike The Bible, it will not be written in tablets of stone; it will be forever changing, forever evolving, forever improving, forever updating as exciting new ideas and developments come on stream.

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