Step one
Is to understand the market you are operating in. Analyse your situation and market. This will allow you to spot opportunities and threats in you market place. A PEST analysis will help you identify the main threats and the main opportunities in your market. A SWOT analysis will identify your strengths, weaknesses, opportunities and threats – look for opportunities they play to your strengths.

Step two
Is to set your objectives. It is always good to know what you are aiming for. Take some time to decide what you really want to achieve - be specific. Base your objectives on your strengths, your weaknesses and your market place.

Objectives should be:
• Specific - for example, you might set an objective of getting five new customers.
• Measurable - whatever your objective is, you need to be able to check whether you have reached it or not when you review your plan.
• Achievable - you must have the resources you need to achieve the objective. The key resources are usually people and money.
• Realistic - targets should stretch you, not de-motivate you because they are unreasonable.
• Time - you should set a deadline for achieving the objective. For example, you might aim to get five new customers within the next 12 months.

Whatever your strategy, you need to differentiate yourself from the competition to encourage customers to choose your business first.

Step three
Is to define your target market. To do this separate your different types of customers into segments, you need to look at what your customers need, what you can offer and what the competition is. It is best to identify the segments where you have a competitive advantage, usually where you have existing customers. If you target new customers, you need to be sure that you have the resources to reach them effectively.

Step four
Is to develop your marketing strategy. Think in terms of the four Ps.
Product - what your product offers that your customers need. Match the benefits of your product/service to your customers needs.
Price - for example, you might aim simply to match the competition, or charge a premium price for a quality product and service.
Place - how and where you sell. This may include using different distribution channels. For example, you might sell over the Internet or sell through agents.
Promotion - how you reach your customers and potential customers. For example, you might use advertising, sponsorship, PR, direct mail and personal selling.

Step five
Is to implement your marketing plan. Your plan shouldn’t just say what you want to happen; it must describe each step needed to turn you plan in to reality. It should therefore include a schedule of key tasks that sets out what is to be done, by whom and by when. It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for digital distribution (by email or from your website), in printed form for posting or both. The cost of everything in the marketing plan needs to be included in a budget. When finances are limited, your marketing plan will need to take that into account. Don't spread your marketing activities too thinly – it is better to cover a few areas properly. You can also want to link your marketing budget to your sales forecast.

Step six
Is to implement a control system. In addition to setting out the schedule, your marketing plan needs to say how it will be controlled. Appoint an individual to take responsibility for progressing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it. From time to time, you need to stand back and ask whether the plan is working. Use the results to make a better plan in the future.

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