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Starting Up

Submitted by on February 22, 2012 – 10:43 pmNo Comment |

So much has happened over the past week and a half that I have hardly had time to breathe, let alone make a blog post.

First, I found out that I was approved to host a TEDx event in San Luis Obispo–a daunting task if you know anything about event planning or TED talks.  (Next week I’m attending TEDACTIVE in Palm Springs, CA to get a first-hand look at how these TED conferences are run.)

Second, the photo shoot I’m styling is taking place at the end of this week, so I’ve been doing a lot of shopping.  (Not a daunting task if you know anything about, well, me!)

And finally, I’ve been working on a marketing plan for a fun fashion start-up that I’m sure I’ll be telling you more about soon!

As I was putting together the marketing plan, it occurred to me that some of you might benefit from seeing the outline I put together. Feel free to let me know if I’m missing any elements! Here ya go:

Section 1: Who we are

  • In this section, you discuss what you represent as a company, what makes your company different from competitors and what makes your company desirable to potential customers.  Subheadings include the brand mission, core values, value proposition, the “onlyness” statement (e.g.- we are the only company that…) and information about how the product works and makes people feel.

Section 2: Defining the Industry

  • This section includes a profile of your customers (geographic location, demographics, expectations, etc) and an analysis of your top competitors.

Section 3: Where we’re headed

  • This is the most forward-looking section.  In it, you define objectives for your company, set goals and lay out strategies and tactics to help you achieve them.

Section 4: Talking points, FAQs and key words

  • Here is where you develop a list of questions that you and your employees will inevitably be asked about your product as well as the answers that you want to give to the people who ask those questions.  You might also want to develop a list of keywords or key messages in this section.  Keywords will help your company develop its own vernacular and hopefully, its own personality.  Key messages will put all of your employees on the same page about who you are, what you do, what makes your company unique and why it matters.

A document like this will not only help you market your company to customers more effectively but also feel more prepared to talk to potential investors.  Let me know what elements I missed, if any, in the comments section below!

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