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Summary

How well you market your business ultimately determines the success or failure of your company. Your business plan should describe in detail your marketing strategy. A marketing strategy is the marketing plan for your business. Marketing includes company positioning, market research, new product or business development, advertising, promotion, public relations, and even the sales function itself. A marketing plan details what a business sells, to whom, when, and how. In this chapter, you've learned how to describe each of those elements by creating a marketing strategy, describing how you acquire and retain customers, explaining your plan for making money from those customers, and making a sound public relations plan that includes an outline of your sales strategy.

The next chapter will show you how to describe the distribution channels you plan to use to sell your product or service.


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