Marketing Plan Creation
Avolusis accepts assignments for all aspects of marketing plans, from creating the entire plan to assisting with single components, several of which are listed below. Often assignments are customized blends jointly designed with our client. So if you don’t see exactly what your company needs, tell us and we can oblige.
A Market Overview is an organized presentation of the market place – the buyers, the sellers, and their products and services. To create a market overview, we leverage our clients experience to tailor a combination of primary and secondary research.
A Market Overviews is useful for helping outsiders – like investors, bankers, and prospective employees – understand your company's marketplace. It also assists leaders in communicating to the team the primary drivers of the market and how that translates into goals and priorities. Finally, it can be used to plan the company's entrance into new markets.
A Competitive Assessment is a structured characterization of the competing sellers and service providers in your company's marketplace, their strengths, and their weaknesses. It evaluates several dimensions like product categories, geographic coverage, target customer segments, number and type of distribution channels, pricing, value proposition, as well as other differentiating criteria relevant to your company's specific market.
A Competitive Assessment is useful for helping outsiders – like investors, bankers, and prospective employees – understand how your company is different from others, the advantages your company has over them, as well as areas your company may need to improve. It also helps your team place context around management's goals and priorities, thereby leading to a stronger work dynamic and increased productivity.
In addition, a Competitive Assessment sets the strategy for explaining your company's products and services to customers and selling partners – why your company's are better than others and why that’s meaningful to the target market and customer segments. Finally, it sets the tone and voice for advertising and public relations and guides the choice of media.
Market Opportunity Identification
A Market Opportunity Identification quantifies the size of the market for your company’s products and services. It takes into account the size of your company's target market, the geographic coverage of your company's distribution outlets, your company's strengths and weaknesses relative to the competition, the dynamics of your company's marketplace and how that may change over time, as well as other unique factors specific to your company's marketplace.
A Market Opportunity Identification is based on a variety of different assumptions influencing supply and demand. It can forecast a single outcome or a range of outcomes while also quantifying the likelihood of each.
A Market Opportunity Identification articulates the company’s window of opportunity to drive growth and increase company valuation. It is useful for helping outsiders – like investors, bankers, and prospective employees – understand the appeal and staying power of management's vision. And when combined with the right incentives, can be a powerful tool for sustaining the team's sense of urgency and drive for hitting the window of opportunity.
A Marketing Strategy establishes a method for capturing the Market Opportunity. It describes how the features, benefits, price, and value proposition of your company's products and services are designed to capture the largest share of the Market Opportunity.
It articulates your company's brand strategy and how it positions your company favorably to the competition. It also distills your company’s identity into a unique and compelling personification – one that creates the chemistry that bonds your company's brand and its customers in a lasting relationship.
A Marketing Strategy is useful for helping outsiders – like investors, bankers, and prospective employees – understand how management plans to make sales grow and where they plan to focus time and resources. It is also establishes the framework for how teams are organized, roles and responsibilities defined, and, to some extent, the value of different roles and compensation levels paid to each.
Go To Market Plan
A Go To Market Plan is a comprehensive list of tasks and timelines that execute the marketing plan. It is highly customized to your company's marketplace, competitive landscape, market opportunity, and marketing strategy and can include a Sales Plan, Channel Development Plan, Business Development Plan, and/or Marketing Communications Plan.
The Sales Plan details how the sales funnel will be managed – how the company will identify prospective customers, contact the key decisions makers, inform them of the company’s value proposition, and manage each prospect through the various stages of closing a sale. A well thought out Sales Plan will formulate how lead generation combined with the length of the sales cycle will result in the required level of sales per year and, if not, where the weaknesses are. By identifying critical hurdles and choke points, it guides resource allocation and prioritization. Finally, it provides a framework to both value people’s contributions and establish a commission structure that simultaneously encourages performance and rewards success.
A Channel Development Plan details how the company will manage and develop its distribution channels. It includes an identification of the universe of prospective distributors, how the company will identify the decisions makers, how they will make them aware of the company's products and/or services, and the different objectives that need to be accomplished in order to convert a prospective distributor into a productive distributor. It details the compensation that distributors will receive, performance thresholds, and other requirements and benefits – like whether the distributor must keep inventory, brand standards they must uphold, local or regional exclusivity, as well as other expectations and contributions. It can also include an overview of who is responsible for which specific aspects of the sales funnel and the process to ensure that it is well managed.
A Business Development Plan details how the company will create strategic partnerships with other companies to enable more sales. Business Development strives to create partnerships that allow the company to access markets more quickly than relying on the Sales Plan and Channel Development Plans alone. And Business Development provides the flexibility to customize terms and provisions to each strategic partner more so than Sales and Channel Management.
A Marketing Communications Plan details how your marketing message will be delivered to customers and identifies the tone of the message as well as the creative elements that support the brand strategy. It often includes an Advertising, Public Relations, and Media Plan that details which media will be used (e.g. social media, search engine marketing (SEM), search engine optimization (SEO), internet display ads, print, radio, television, etc.), what message will be used in which media, as well as when and how often messages will be delivered. Finally, it details methods for generating editorial exposure and the use of other touch-points to connect with your customers – like smartphone applications, trade shows, sponsorships, guerilla marketing, events, evangelists, etc.
Help me choose
We’re passionate about innovation, hungry for new challenges, and eager to explore ways we can help your company. Contact us and we’ll give you a free assessment.
At Avolusis, free assessments are not a sales pitch. Our highest priority is understanding our clients’ needs and how we can best help. Sometimes it’s possible to do that in a one-hour phone call, sometimes it takes a full day on site with a client – for free. We’re passionate about solving new challenges, and we enjoy investing the time upfront to do it right.