This months newsletter is jam-packed with valuable
information for you my readers, my associates and my
friends. Here is a short "table of
contents" for you:
Rewards: Learn what others got for helping
me to help you.
/ Projects: Funding Academy, Grad School,
and Getting Mentally and Emotionally Free.
Results: You Spoke - I listened
and will teach you what you asked, "How to Create
a Marketing Plan" (Part 1).
In Touch: Learn how to never miss an issue
- and what's coming up in future newsletters.
Over the holidays,
many of you saw more than a few e-mails from me asking you
to visit my online survey at www.alticonsulting.com/ask-allan-2.htm
and give me your feedback by selecting any combination
of 81 different topics.
The purpose of this
survey is to guide and add value to all my e-mail
communications. As an incentive for your time, I
offered the ethical bribe of giving all respondents access
to tools / information worth over $50 and one lucky person
would win a special surprise bonus worth over $1,500.
So, for those of you
who responded, you'll be getting a separate e-mail from me
with all the links to your gifts (listed below), for those
of you who would like to still be heard, I am still
offering all of the free gifts below for those who
complete the survey.
Complete my survey -
here is what you get:
Browser Toolbar - You need to know, I
HATE browser toolbars and typically refuse to install
them, I jealously protect my screen real estate and
toolbars are an infringement upon my personal viewing
space... until I started using this one which is crammed
with invaluable resources that are just one click away.
Learn which browser toolbar I am using - take my survey here.
Automator - Want to know how I am being
more efficient and saving tons of time? I am using
this tool to type repetitive phases, sentences,
paragraphs and whole letters in e-mail or in any other
text document. You've got to see
this tool in action - get the download link after
completing my survey here.
Assistant in a Phone - Another time
saving tool is my use of a service that handles all my
dictation and transcription needs. Simply put, if
I can talk it into a phone, I'll get the text
transcribed and e-mailed to me - just another way I am
saving loads of time. Get a 2 week trial, take my
PPC Account Management - I am offering
free set-up, account management, and account
optimization for all your pay-per-click online
advertising accounts. Limited only to those who take my
online survey here.
Hours of Training - I have secured access to 117
hours of audio lessons, presentations and training
classes from many of the top business and marketing
leaders, speakers and authors. Just complete my
survey to get access here.
Academy - I have been teaching businesses how
to find investment capital in my system, "Marketing
for Money". Well, I've teamed up
with the GrowAmerica Foundation to develop what I swear is
the perfect capital raising system.
now get access to CAPITAL,
keep CONTROL of their
venture, retain EQUITY,
and even better, GUARANTEE
the investors principal by protecting it from any and all
risk associated with small business and start-up
investments. That's right your investors will
never LOSE their investment.
I've teamed up with
a great group of guys to help bring GrowAmerica's Funding
Academy to Phoenix on
February 16th and 17th. Best of all,
tuition to the class is GUARANTEED
should your venture not get funded in 90 days. For more
information and tuition rates, please visit the Vital
Funding Academy or pasting this URL into your browser:
School - I've been asked to teach marketing
courses for the Graduate School of Ministry
Management. I am teaching a 2 part eMarketing
course, and a Marketing for Ministry course. All
courses run about 6 weeks long and are taught entirely
online. We've had some great press (story in the
Arizona Republic HERE)
All of my courses are also available as "continuing
education" and you can enroll through the website at www.gsmm.org.
& Emotional Freedom - I have just completed
the first of six product driven websites for my client, Freedom
For Life Ministries. This first site offers
free information about how to overcome anger, anxiety,
depression, stress, relationship struggles, and a host of
disorders / addictions that manifest themselves
I've been through
their program to adequately research and understand their
product, and I must testify that even if you think your
"ok", go through their program and you'll be
amazed and how much more peace and freedom can be added to
your life - I was! The website is at www.livingtotallyfree.net
DEVELOPING MARKETING PLANS (part 1)
The number one topic
of interest among those who took my online survey (nearly
70% of respondents) was "Developing Marketing
Plans". While I could literally spend several
hours on this topic - I promise to devote at least 2 more
issues of my newsletter to this topic.
Further, there were
at least 22 other topics that generated better than 36% of
the votes. This is very inspiring and motivating to
me as I see we have a lot of work to do. If you would like
to give me your feedback (if you haven't done so already)
then please visit this link,
and besides, you'll also get access to a whole bunch of
really productive tools to help you be more efficient
throughout the year.
PLANS (part 1)
to the Podcast Here:
running time: 21:18 -- Download the MP3 here
What is a Marketing Plan? A
marketing plan is that document that helps guide and
direct your marketing efforts. It is part strategy,
part compass, and part road map and must encompass the
present, the near future and the long term.
One of the most
critical steps of developing any marketing plan is the
foundational elements that the entire plan eventually is
built upon. So, before we can get into the actual
plan, we need to take a step backward, and begin with the
I like to begin with
full market potential feasibility analysis. This is very
important because I've seen so many forecasts ratchet
themselves right out of realistic feasibility in a matter
of 4 or 5 years. This happens because no one has
considered the entire market capacity. Here's an
example to illustrate:
One of my clients
developed a skin care product, it had a very broad list of
uses and applications, so the inventor argued that anyone
with skin was a potential customer. This is a gross
overstatement, largely because the use of the term
"customer" is incorrect.
The term customer
implies that the person has encountered a problem or has
recognized an unfulfilled desire; that person is then
seeking a solution to the problem or something to fill the
desire and lastly, that person has made a decision to
acquire a product and has the resources to acquire
it. This is NOT everyone with skin, but is a small
minority of skin owners.
Just because someone
"could" use your product or service does not
mean they will. Oh, and I get this all the time,
"Well, if we educate all skin owners as to why our
product will give them x, y and z then they will want to
buy our product." This is unrealistic because
it assumes skin owners are open to being educated.
Truth is, there will always be a segment of the market
that is untouchable.
note that below we use a lot of terms that are also
common among sales professionals.
possible we try to use terms that carry the same or
similar meaning with one major contextual
we use the terms to speak about an entire market, as
opposed to speaking strictly about the sales activities
within an organization.
when developing you market feasibility analysis, you must
segment the "universe" of potential customers as
- We think these people could use our product or service
- The segment of the market that is yet to take action,
but has identified itself as "interested" in
the products or service offered.
- The market segment that has bought, hence establishing
a "market" footprint in terms of annual sales.
to understand how the Prospect segment behaves with regard
to making a decision. Typically this will result in
about 4 sub-segments or "leads" as follows:
Leads - not interested, happy with current
Lead - contact me again in X months
(typically twice as long as your average sales
Lead - Expresses interest and willingness to
Lead - Have identified a need and resources
to allocate to fill it.
is to understand how the current market is growing, annual
sales trends give insight to the growth potential of a
market. Then, combine this information with a
competitive analysis to determine the market share of
various players and the entry of new players into the
are markets with few competitors where dominant market
leadership requires a market share of 50% or more, yet in
other industries the market leader may hold only a 5%
market share. Markets that are growing rapidly may face
competition in the form of many new entrants, which serve
to segment the market further, making market dominance in
market share harder to achieve.
THIS TO YOUR BUSINESS:
Often time the best you'll be able to do is make pot-shot
guesses. Lets take my friend that owns a
doggy-day-care. The business is geographically limited,
hence there is no need to do extensive feasibility
research on national or even state wide data.
I am aware that there have been reports on dog ownership
by zip code. I would use these figures for the zips
that her business is closest to (say 10 minute drive).
Location is critical, I would factor in
"transient" work population if your located next
to offices, or longer drive times if your located next to
a major freeway interchange.
end, you'll end up with a number that represents the
potential "universe" of dog owners. Next, we
would do some analysis on socio-economic trends to
determine who our "suspects" are. These would be
dog owners who have the means, resources and social
disposition to take their pet to a doggy day-care.
we would apply sub-segmenting to qualify our suspects into
"prospect" types. When developing market
forecasts for clients, we apply the following % to each
Leads - 50%
Leads - 35%
Leads - 10%
Leads - 5%
we are speaking about feasible market potential, and thus,
my friend can not count the "potential leads"
sub segment as part of the market because there will always
be people who are satisfied with the status quo and will
never give you the time or interest to be open to your
second part of developing a marketing plan, I will discuss
another critical foundation element that is required
before we can actually begin committing to a marketing
have question, comments or feedback specifically related
to developing marketing plans? I encourage you to
send all responses to me at
and I'll do my best to integrate answers throughout the
STAY IN TOUCH
And never miss out on future lessons
ALTI to your custom news page - My Yahoo, My MSN, My AOL,
My Netscape, My Google and many others. Subscribe to our
RSS Syndication feed, just add this link to your content
Get my feeds sent to you via e-mail
listen to the latest audio or podcast, go to http://feeds.feedburner.com/practicalbusinesslessons
Topics For Discussion: (this is just the tip of the
iceberg as there were 22 topics that got a significant
Plans (part 2)
Joint Ventures and Alliances
the Web for Listbuilding
a Funding Strategy
and Evaluating Ideas
contribute, ask a question or offer a comment?
Please send your input to me at
Chief Success Advisor
ALTI Success Strategies