Original post by RocketWatcher
Most startup marketing plans are useless static documents. A great startup marketing plan is a dynamic operational blueprint that drives everything marketing is doing. It won’t be a single document but rather a set of documents used to actively manage marketing projects as well as acting as the current record of inputs, assumptions, metrics and results related to the work the marketing team is doing.
In my opinion a great startup marketing plan has these key elements
1/ A Detailed Target Customer Description – the definition of the current target prospects, and a detailed description of their relevant characteristics (i.e. education, habits, goals, or other things that make them special), a list of places they gather (social networks, forums, clubs, events, associations) and anything you know or are assuming about how they make purchase decisions related to offerings like yours (where they go for information, who they ask, who they read/listen to, how they do research).
2/ A Detailed Offering Worksheet – this will describe from the point of view of your target prospects, what the offering is, the market the offering is in, what they key value points of the offering are, and what the competitive alternatives are in the minds of prospects. Again any assumptions here must be highlighted.
3/ A Documented Customer Buying Process – This documents your understanding of the stages a prospect goes through from understanding they have a need for your offering, evaluating offerings, purchase and renewal. For each stage there will be factors that will move the prospect to the next stage more quickly and factors that will cause the prospect to slow down or drop out of the buying process altogether.
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