Question

Topic: Strategy

Outline For A 'product Strategy & Plan'

Posted by Anonymous on 6/21/2005 at 2:59 PM ET 125 Points
I want to use a good, concise & short, outline to walk a non-profit through a 'product strategy and product marketing plan' - nothing to deep, covering areas like:
- current product analysis
- pricing evaluation
- customer/segmentaton analysis
- product revenues breakdown
- new product marketing plan

thanks,
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/21/2005 at 4:41 PM Accepted
    I think these would generally just be called marketing plans. There are some templates at:
    https://www.quickmba.com/marketing/
    https://www.bplans.com/sp/marketingplans.cfm
  • Posted by telemoxie on 6/21/2005 at 5:09 PM Accepted
    The United States Small Business Administration has a helpful site as well - you might check out:
    https://www.sba.gov/starting_business/marketing/basics.html
  • Posted by Peter (henna gaijin) on 6/21/2005 at 9:00 PM Accepted
    This site also has a pair of articles on this subject (one came out this week). They are at:
    https://www.marketingprofs.com/5/fogel3.asp
    https://www.marketingprofs.com/5/fogel4.asp

    (note - they may be premium content - which means only accessible by premium members. I think you can sign up for 1 month for like $5).
  • Posted on 6/21/2005 at 10:16 PM Member
    Believe it or not, even not-for-profit organizations have "consumers" whose needs are what drive the entire marketing plan. If the goal is fund-raising, for example, then you need to ask yourself who the most likely donors are and what they "need" in order to be convinced that they should fork over their money to this organization (instead of some other organization, or to another car, vacation home, business venture, or other place to put the money).

    It's not enough to convince yourself that the money will be put to good use, or that the people making decisions at the organization are well-intentioned. You still need to be very rigorous in identifying the primary target audience and then understanding what makes that audience tick.

    I've worked with a few not-for-profit organizations, and they generally are so wrapped up in their mission that they forget about marketing. You need to help them understand that marketing isn't a dirty word, and that they need marketing just as much as a large multi-national consumer packaged goods company does.

    Please don't skip step #1 -- identifying the primary target audience and understanding its needs, beliefs, values, wants, likes/dislikes, etc.
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