Many wonderful things are happening since my last issue. Here is a short "table of
contents" for you:
As part of my 2006
New Years resolution I vowed I would do everything I can
to make my newsletters of compelling value to all my
readers. Many of you took 2 minutes to help me help
you by taking my short online survey at www.alticonsulting.com/ask.
As an incentive for your time, I am offering the ethical bribe of giving all respondents access
to a collection of tools / information worth over $200
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
and you can save tons of time.
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.
MARKETING PLANS [PART 2]:
to the Podcast Here:
running time: 16:27 -- Download the MP3 here
part 1 we learned that an
effective, quality marketing plan
is part strategy,
and part road-map
and must encompass the present, the near future and the
also learned that a critical component of a marketing plan
is its foundation. One element of a proper foundation is
to conduct a market
potential feasibility analysis.
feasibility analysis is like the COMPASS,
it orients us as to the direction we want to travel,
identifying for us our market – the “true north”.
However, a compass alone is of limited value.
addition to your compass, you’ll need a ROAD-MAP.
This is our
second foundational element to an effective, quality
constructing an accurate map, you’ll need to determine
the topography of the land and identify all major
do this with two tools, described below:
Business Topography or Environment
When defining the environmental forces with which your
venture must operate. I recommend using a P.E.S.T. or
PESTELI analysis. An excellent explanation and a free MS
Word template can be found at www.alanchapman.com/pestanalysisfreetemplate.htm.
But here is a brief description quoted from the site:
the PEST analysis template is presented as a grid,
comprising four sections, one for each of the PEST
headings: Political, Economic, Social and Technological.
free PEST template below includes sample questions or
prompts, whose answers can be inserted into the relevant
section of the PEST grid. The questions are examples of
discussion points, and obviously can be altered depending
on the subject of the PEST analysis, and how you want to
up your own PEST questions and prompts to suit the issue
being analyzed and the situation (ie., the people doing
the work and the expectations of them).
SWOT analysis, it is important to clearly identify the
subject of a PEST analysis, because a PEST analysis is
four-way perspective in relation to a particular business
unit or proposition - if you blur the focus you will
produce a blurred picture - so be clear about the market
that you use PEST to analyze.”
Alan Chapman, www.alanchapman.com
Obstacles & Competitive Analysis
Identifying Major Obstacles is an analogy for a thorough
There are 2 parts to the competitive analysis, the
first plots the five forces of competitive position and
the second is a product or service positioning grid.
best explanation I’ve seen is Porters’ Five
Free MS Word or .PDF template can be found at www.alanchapman.com/portersfiveforcesofcompetition.htm
Five Forces Are:
(and are arranged as a cross, with item #1 being in the
competitive rivalry between suppliers
of new market entrants
power of buyers
of substitute products (including technology change)
/ Service Positioning Grid
For each of your products and services, you will want to
compile a positioning grid.
the left side of our grid is the quality axis, high
quality at the top, low quality the bottom.
On the bottom side of our grid is the price axis,
low price to the left, and high price to the right.
You should have 4 quadrants, each corner
representing a combination of price and quality.
plotting the competitive products and services on the
grid, you can determine how much competition you will be
directly facing for that niche market.
can also get very complex with this simple grid, and
overlay our market research data onto this grid to
identify underserved market niches to target and saturated
market niches to avoid. Below, is an example of product positioning grid.
next phase of your marketing plan is to determine “where
you are”. Now
that you’ve created a map, and a compass, the next
critical element is determining your relative location on
the map. We will delve in more detail how this is done in
our next installment.
you have questions, comments or feedback specifically
related to developing marketing plans? I encourage
you to send all responses to me at
I'll do my best to integrate answers throughout the
series as we go.
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 3)
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