Option 2

*** Client’s Request was clear enough that mentor felt he could send material for the client’s consideration in advance of their first meeting ***

 I mentioned in my introductory email that I would send you information to help you get started in advance of our first meeting.  These are the items I recommend.  Feel free to use some, all or none of it as you see fit for your needs.  If you have any questions, feel free to send me an email in advance of our meeting.

 I am not a fan of big complex business plans.  Most entrepreneurs don’t follow through on doing them and you really don’t need one to get going with most businesses.  If you can start with these three things, you will be way ahead of most entrepreneurs who are just starting out. 

Preparation Work in Advance of Building a Business or Marketing Plan

 1.    Do a deep dive into your competition and determine what they are doing well, especially in the area of promotion, and how you can emulate the best elements that fit your model.  This document outlines a method I recommend clients follow when conducting a Competitive Assessment.

2.    Make sure you are identifying a Targeted Market that values your offering. Your targeted market is the subset of potential customers who are most likely to become your customers.   The best products/services offered to a market that does not value them will fail.  This article does a nice job of outlining a targeted market.  You may want to seek out additional articles.  When you conduct the Competitive Assessment it will reveal who your competition is trying to appeal to.  You may not want to target that group, but what your competition is doing will give you ideas you can use to define or refine who you are targeting. 

3.    Make sure that you have a value proposition that resonates with this targeted market.  A great value proposition sets your business apart from other businesses and makes it attractive to your targeted customers.  You may want to seek out additional articles.  The Competitive Assessment will reveal your competition’s value propositions (or lack thereof).  It will also help you become more clear re: yours.

I recommend that you check out SCORE’s Small Business Essentials webinar series.  Each of the five webinars is 90 minutes long.  All registrants also receive downloads the slides and worksheets plus a link to a recording of the webinar.  You can watch/rewatch each webinar as many times as you want, at your convenience. 

 I look forward to working with you to make your business a success!