The fact is most books or courses on business models take this into consideration by suggesting trial and error scenarios and market hypothesizes prior to launch.
Any business model, or plan for that matter, is little more than a guess and I believe that your best chance for getting that guess right is to build your business model based on a marketing strategy.
This assumes the role a fully developed marketing strategy actually should play in determining the direction of an organization. The fact is most people, if they consider marketing strategy at all, stop at a core message, identity elements and perhaps a sales proposition and call it a strategy.
A marketing strategy is how you plan to use the resources available to you to build an ongoing case that your business, products and services are the obvious choice for a narrowly defined ideal customer.
If you accept this expanded view of marketing strategy then I would suggest you answer the following questions in an attempt to measure where your strategy stands today and where it could go if your understood and integrated it fully as your business model
A well crafted marketing plan should be one of the most important strategic steps a business takes, but there’s a disconnect. Marketing plans get created, but never used because, once put to paper or ether, they don’t easily relate to the real life experience of a business. They get created but never installed.
Now, the creation of the above is a great start and a beneficial exercise for any business, new or existing, but here’s what’s needed to truly make your marketing plan work.
Your marketing must have a life and the only way it can do that is if you throw it into the middle of your day to day business. As a document it’s a fantasy and it stops breathing the minute you open the door each day. A truly effective marketing plan must integrate into the reality of the stuff you do each day.
You create the plan as prescribed above, you bake the appropriate elements of your plan into your CRM system, you tie the plan to your actual sales, you flow the plan projections into your bookkeeping software and you circulate actual results through your key indicators, automatically updating your projections. Now that would make a living, breathing powerhouse of a marketing plan and, now, your marketing plan would actually run your business. (As it should be)
These two posts were compiled to help you in your pursuit of the perfect marketing plan to propel your business towards achieving your goals. To read more from the founder of Duct Tape Marketing and award winning author John Jantsch, visit his blog at http://www.ducttapemarketing.com/blog/
Ian Cantle is the President and Marketing Strategist at Outsourced Marketing. His 20+ years in marketing and communications in a variety of industries has provided him with a unique perspective on what works and what doesn't in Marketing. Ian founded Outsourced Marketing to fill a gap in the marketplace between businesses and sound marketing strategies and marketing systems. His goal is to take the mystery out of marketing and show business owners how a systematic approach to their marketing can provide exceptional results while easing the burden on them. Want to discover the Outsourced Marketing difference, book a free discovery call or call us at 905-251-8178.