If you don't know where you are going and how
you will get there? You may be already lost.
Market Position
What kind of image do you have? Are you;
inexpensive, exclusive, customer service oriented,
high quality, convenience, or fast?
List the features you will emphasize:
What pricing strategy will you
use? % Markup on cost Competitive Below competition Premium price
Are your prices in line with your image?
What is the percentage of profit margin have you
allowed for?
What customer services will you provide?
What are your sales/credit terms?
Advertising/Promotion
Write a short paragraph that best describes your
business:
What advertising/promotion sources will you use?
Television Radio Direct mail Internet Magazines Newspapers Business Journals Personal Contacts Trade Associations Yellow Pages Other
What are the reasons your chosen media is the most
effective?
What features will you promote?
Applications Price Performance Delivery Reputation Service Exclusive Components Colors Sizes Uses Durability Design Availability Installation Terms Workmanship Other
What rationale will you appeal to?
Accurate Performance Increased Profits Economy of Purchase Increased Production Durability Labor Saving Economy of Use Time-Saving Simple Construction Simple Operation Ease of Repair Ease of Installation Space Saving Other
What buying motive hot buttons will you use?
Bigger Savings Increased Sales Greater Profits Reduced Cost Time Saved Prestige Greater Convenience Uniform Production Economy of Use Reduced Upkeep Continuous Output Leadership Ease of Use Reduced Inventory Low Operating Cost Simplicity Reduced Waste Long Life Other
What emotional responses can you use to your
benefit?
Pride of Appearance Pride of Ownership Desire of Prestige Desire for Security Desire for Recognition Desire to Imitate Desire to be Unique
