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Writing a Business Plan, Part VI Sales and Marketing

 
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Writing a Business Plan, Part VI Sales and Marketing

Prepared By: Melissa C. Marsh, Los Angeles Business Attorney
Written: March 2009
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Your Business Plan Must Describe Your Sales and Marketing Strategy

This section of your business plan should describe both the sales strategy and marketing tactics the business will employ to get customers to buy its products and/or services. A strong sales and marketing section can serve as a roadmap for the owner of a company, and will let potential investors know that you have a workable sales strategy and the resources to promote and sell your products and/or services. Your sales and marketing section should explain: (1) your strategy, (2) your intended method of sales, and (3) your proposed means of advertising and promotion.

Sales and Marketing Strategy

In this section of a business plan, the writer should provide a clear and concise 1 to 2 paragraph action plan for how the company will get customers to buy its products. The action plan should cover: (1) who the business will initially target, (2) how the company will locate and educate new potential customers, (3) what product/service features the company plans to initially emphasize, and (4) any innovative marketing or sales techniques the cpmpany plans to employ.

Sales Method

Once the sales strategy and marketing strategy has been explained, the writer should then focus the reader's attention on how the company plans to get its products into the customer's hands. This subsection of a business plan should describe each of the available methods of distribution and which channels of distribution the company plans to use, how, and why. If you will be using sales representatives, distributors, or brokers, describe the benefits of using specific firms, the companies that will be carrying your products, and any potential incentive plans you plan to employ to encourage your network to push your products/services.

Advertising and Promotion

Now that the sales method has been explained in your business plan, its time to describe your advertising and promotion campaign. This is how you plan to communicate information about your product or service to the intended customer. This subsection of a business plan should include a description of: (1) all advertising vehicles you plan to use (e.g., such as the internet, yellow pages, tv ads, newspapers, magazines, radio, etc...); (2) your public relations program; (3) any sales/promotional materials (e.g., brochures and product sheets); 4) your package design; (5) any trade show efforts, etc... If you are using an advertising and/or a public relations agency, be sure to discuss their talents, what efforts they are contracted to make on your behalf, and why you choose that particuler PR firm.

Go to: Writing a Business Plan, Part VII Financials.


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© 2009 Melissa C. Marsh. All Rights Reserved.

 
 

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Disclaimer: The information presented on this web site was prepared by Melissa C. Marsh for general informational purposes only and does not constitute legal advice. The information provided in my articles and alerts should not be relied upon, or used as a substitute for professional legal advice from an attorney you retain to advise or represent you. Your use of this Internet site does not create an attorney- client relationship. Transmission of this article is not intended to create, and receipt of it does not constitute, an attorney-client relationship. All uses of the contents of this site, other than personal uses, are prohibited. You may print or email a copy of any information posted on this web site for your own personal, non-commercial, use, but you may not publish any of the articles or posts on this web site without the Express Written Permission of Melissa C. Marsh.


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Located in Los Angeles, California, the Law Office of Melissa C. Marsh handles business law and corporation law matters as a lawyer for clients throughout Los Angeles including Burbank, Sherman Oaks, Studio City, Valley Village, North Hollywood, Woodland Hills, Hollywood, West LA as well as Riverside County, San Fernando, Ventura County, and Santa Clarita. Attorney Melissa C. Marsh has considerable experience handling business matters both nationally and internationally. We routinely assist our clients with incorporation, forming a California corporation, forming a California llc, partnership, annual minutes, shareholder meetings, director meetings, getting a taxpayer ID number (EIN), buying a business, selling a business, commercial lease review, employee disputes, independent contractors, construction, and personal matters such as preparing a will, living trust, power of attorney, health care directive, and more.