The first step in developing any internet marketing program is reviewing the business and objectives. Specifically, we want to learn about the following :
- Company - What is your company history, founders, mission, etc?
- Business Concept - What is your unique business concept that set you apart from everyone else?
- Required Funding and its Use - What is your current funding levels, what is it being used on now and can you really afford to move forward?
- Market Potential - Does the internet marketing campaign target Global, National or Local geographical target markets?
- Distinct Competencies - What products or services that are most likely to convert to sales?
- Competitive Advantages - Are the competitive sites truly competitors or merely companies that offer similar products?
- Growth Markets - What are the markets and are there certain product lines that should yield higher conversion rates because they are in a growing market?
- Other Marketing Activities - Can the internet marketing campaign be integrated with other marketing activities?
- Campaign Team - What methods are used to handle inquiries, how do the inquiries get routed, and what team member/department handles them? What tracking system is used to track results or current status?
- Measurement - What systems are in place to track the return on investment or your promotional dollars spent?
Answers to these questions aid us in developing an internet marketing campaign that is specific to your company goals.
Business Plan Outline
Whether you are starting a new business, or a large business looking to grow, you should create a business plan for your company. At Catanich, we use a standard business plan outline for our most competitive clients. This outline focuses all team members into a common path, with specific sets of goals and measurements. The outline consists of the following topics:
- Company Description
- Industry Analysis
- Market Analysis
- Marketing and Sales
- Management and Organization
- Capitalization and Structure
- Development and Milestones
- Risks and Contingencies
- Financial Projections