Grow!: How to rapidly and profitably grow your service company online by Donnie Shelton

Author:Donnie Shelton [Shelton, Donnie]
Language: eng
Format: epub
Publisher: Shelton Publishing
Published: 2016-12-02T20:00:00+00:00

As with the vision statement, this section doesn’t need to be long or esoteric. Oftentimes a simple bulleted list with a definition of each value is sufficient.

Target Customer

This section of the plan is exactly as it is titled. Use the target customer worksheet that you completed in Step 1 of the Grow! IMS™ to complete this section of the marketing plan. While you can add all of the data from the target customer worksheet, in most cases it’s sufficient to summarize by including the basic demographics and psychographics of your target customer.

Positioning Statement

This section of the plan is exactly as it is titled. Use the positioning worksheet that you completed in Step 2 of the Grow! IMS™ to complete this section of the marketing plan.

Brand Message

It’s extremely important to identify and communicate exactly what makes your business unique and different. You’ve already identified this in your positioning statement. Your brand message explains how you want to communicate that differentiation to your customers.

Customer Segments

Think of customer segments as your target customer in different stages of your business. The main segments that almost all businesses have are:

Potential customers - Target customers who do not yet do business with you.

Active customers - Customers who are actively using your service.

Cancelled customers - Customers who have done business with you and may have a future need for your service.

Leads - Customers who are actively investigating your services but have not yet committed to your company.

Lost leads - Customers who had a need and inquired about your service but for some reason did not move forward.

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