We were finally
getting over the financial crisis when Covid struck. Then, in the trough of the
worst economic downturn in 300 years, we discovered that recovery was driving
the Financial Times Stock Exchange (FTSE) to new heights and the job market
into a frenzy. In the wake of that, it became clear that the recovery was
overheating and that we were facing a period of rising inflation and industrial
action.
Russia’s war in
Ukraine made things worse. It has not only meant human suffering, but it has
also affected the entire global economy, driving up the cost of food and
energy. It adds to the hardship for those on a low income and means serious
food security risks in the world’s poorest economies.
The economy has
always had its ups and downs, but its resemblance to a roller coaster is
currently more marked than ever with the news of Prime Minister Boris Johnson’s
resignation and the race for his successor.
Businesses of
every size face challenges that are now suppressing growth. A business might
have a great product or service, but without a strategic plan to help it
define, articulate and communicate where it is going, it will be at the mercy
of outside events. We encourage our clients to take some time to think
long-term about their business and to establish goals or targets that you can
control.
A plan starts
with identifying and accessing opportunities within your market and should
address how your business is going to evolve to meet the challenges of today
and the future. The plan gives your business purpose and it answers questions
about your long-term goals.
The first step
is to look at five important areas:
- Think long term – invest time in
understanding where the market is going and what this means for your
customers. Short-term decisions do not help grow a business.
- Having a good value proposition is
essential – this states the relevance of your product or service, what it
does and why customers need it. What is yours?
- Expand your reach – what is your target
customer and what do you need to do to let them know you exist and that
your product or service is relevant to them?
- Growth means new people, systems and
(maybe) different ways of doing things. Grow at a pace you can manage.
- How will your marketing get your value
proposition to relevant customers?
Once you have
taken some time to write out your plan and where you want your business to be
in (say) 2 years, the next step is to work out a marketing programme with
actions to make it happen.
A marketing
plan is a business document outlining your marketing strategy and tactics. It
is often focused on a specific period (i.e. over the next 12 months) and covers
a variety of marketing-related details, such as costs, goals and action steps.
But like your business plan, a marketing plan is not a static document. The
plan should outline:
1. How you are going to keep existing
customers happy and returning to buy more often.
2. What the goals are for getting new
customers.
3. The marketing methods you are
going to use to achieve points 1 and 2.
We specialise
in helping our clients manage their businesses. We do this by preparing and
updating detailed forecasts, using the latest and most powerful software.
Please
talk to us about strategic planning. We can provide a template so you can do
this yourself or work together with you to produce estimates for a variety of
scenarios and help you take control of your business!