1. Create a Marketing Plan That Produces Results Learn the steps & necessary information required to create a highly effective marketing strategy and budget. Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address]

2. Marketing is the Center of Your Business Universe Everything you do to promote your business is marketing. However, without a strategy or plan, your marketing will not bring you the desired results. Therefore, creating a marketing plan is a critical ingredient in building a successful business. Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address]

4. Example of a Marketing Analysis Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address] 2.0 Market Analysis Summary We divided our market analysis into two large groups. Those groups are Organizations and Individuals . Then we focused our data only on the State of California. This allowed us the ability to accurately estimate the size of our market and its potential for business over a given period of time. Beginning with our primary market, (organizations), we will demonstrate the size of the market and explain why we chose Cities and Counties as our specific niche. Any organization, be it a For-Profit company or government agency that has 500 or more employees, located in California and is losing employees to retirement and not able to replace them. Organizations that fall within this category include the following. California state agencies. There are over 250 state agencies in California. Cities with a population of 50,000 or more. There are 150 cities that have a population of at least 50,000 All California counties. There are 58 counties in California. For-profit companies that have 500 or more employees. As of 2003 census records, there were 5,741 companies that employed at least 500 people. All of these organizations are feeling the pain of people leaving the organization without replacements on the horizon. Any individual age 49+ living in California who is employed and will soon retire. There are 1,078,044 local city and county workers in California. There are 499,399 state government workers in California. There are 10,000,000 private wage and salary workers in California. Our market research indicates a vast majority of these individuals recognize the need to plan for retirement, have financial resources to pay for our services, are willing to make the time commitments required and are 50+ years of age and are no older than 65 years of age

5. How to determine your target market Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address] The first thing you want to do is ask yourself two questions. The first question is, “Who do I really want to do business with and why?” The second question is, “Who is most likely to purchase my product/service and why?” I cannot stress the important of these two questions. Who you choose as your target market (niche) has direct consequences on the success or failure of your business. This is especially true for startup, micro-enterprises and home-based businesses. Limitations on time, money and resources means that if you waste what money and time you do have marketing to the wrong target market, then you are almost guaranteed to fail.

12. Example of a Marketing Budget Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address] $100 Brochures, Newsletters, Business Cards and Banners $300 Exhibiting at Trade Shows FREE Conducting Weekly Webinars $300 Referral Marketing $300 Social Media Marketing $100 Attending Networking Events $300 Email Marketing Campaign $300 Online Directories $300 Yellow Page Advertising Total Monthly Budget $2,000 Listing of Marketing Activities

14. Example of a Competitive Analyses X Selection X Service X Products X Price X Quality X Advertising Importance To Customers Competitor B Competitor A Weakness Strength Me Factor

16. Sales Strategy & Process Now we get to have some fun. Because now we get to figure out how we create sales and how much profit we are going to make. The first step is to describe your sales process. As an example, my sales process is described as follows: Using the marketing activities described, Small Business Sales Force will encourage prospects to setup a face to face meeting by offering a free 1 hour consultation. During the consultation, I am able to answer their questions so that they can determine for themselves the value and quality of our expertise. This also allows us the ability to offer our services and negotiate rates. From this activity, prospects will usually purchase a business plan, marketing plan or individual consulting sessions. Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address]

17. Example of a Sales Forecast Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address] $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 $9,680 Insurance Customers $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 $5,940 Wholesale Customers $6,950 $6,950 $6,950 $6,950 $6,950 $6,950 $2,950 $6,950 $6,950 $6,950 $6,950 $6,950 Retail Customers Aug July June May April March Feb Jan Dec Nov Oct Sept Revenue Sources

18. Once you start writing, do not spend too much time on word selection and grammar. Put together a first draft soon as possible. The editing and revision of each section will always take place at another time. Remember, a marketing plan is a living document that will be used daily, weekly, monthly. As things change, the marketing plan will also change. However, taking the time to do the research, planning and writing out your thoughts, ideas and goals, is the first step in the process of creating a marketing plan that generates the desired results. Thomas Burns, Consultant 916-912-3880 www.theSBSF.com [email_address] Conclusion