Marketing presentation at American Family's Business Accelerator program - Chicago, June 4, 2009

1. Getting Started: Creating Your Marketing Strategy

3. Why build a marketing plan?

4. Why build a marketing plan?

5. Why build a marketing plan?

6. Why build a marketing plan?

7. Why build a marketing plan? Downloaded from Flickr, Does Fanta taste better in plastic? Tim Kiser

8. So what would your billboard say? Downloaded from Flickr, Blank Billboard, mediaboytodd

11. Bio Tile Grout & Restoration - SWOT Attributes stated in the Bio Tile case are for example only and may not be factual.

12. Bio Tile Grout & Restoration

15. Swimming with Information

18. Key Components of a Marketing Plan – Next Steps 1. Prioritize Your Opportunities 2. Study the Target Audience 3. Determine Needs/Features/Benefits 4. Define Your Value 5. Establish Your Positioning 6. Craft your Key Messages Downloaded from Flickr, Marketing Plan and 2HPDA setup, Ema Studios

19. 1. Prioritize Your Opportunities Name of Opportunity Size of Opportunity (Deal size $, Number of deals) Strategic Fit (see SWOT) Critical Success Factors Inter-relationship with other opportunities Ranking Healthcare High High ID administrators Also day care and animal care 1 Residential Med Low Upscale homes 6 Schools High High Approved vendor list Red tape 2 Municipal High High ID decision makers Red tape 3 Retail Small Low Corporate approval 5 Lobbies – Hotels, Banks, Theaters High Med ID Property Manager 4

21. 3. Needs – Features - Benefits

22. 4. Value Proposition Bio Tile’s Deep Clean leading edge, bio-friendly process kills twice as much bacteria as soap and water

25. 5. Positioning The Battle For Your Mind Trout & Reis A product’s position is the place it occupies in the customer’s mind.

26. Effective positioning

27. Positioning The Process 1. Identify competing products or services 2. Identify the attributes or dimensions that define the product space 3. Understand how customers perceive each product in the product space 4. Determine share of mind 5. Determine your sweet spot, your positioning

28. Positioning Grid Affordable General cleaning Flexible Specialist in tile Sanitizing Service Master Acme Tile Cleaners Independent janitorial service

31. Bio Tile Tag Line More than clean

35. In Summary, what do we have? What We Do – Positioning Statement Who We Serve – Target Audience(s) How Customers’ Benefit – Value Profile Identity

37. Let’s share Share your experience. Upload your photos and videos.