Marketing Plan

The Value Proposition Canvas is the perfect tool for understanding how customers and users make decisions. This tool will help you create offers and sales pages that they will find appealing. You will be able to easily persuade them by directly connecting with their pain points.

These are simply the jobs your customer needs to perform each day. Think about the functional, social, and emotional tasks customers are trying to perform, problems they are trying to solve, and needs they wish to satisfy. Ask yourself - What social, emotional, cognitive, and functional jobs does your customer do on a daily basis? Why?

Think about the negative experiences, feelings, and risks that the customer experiences while they are trying to get the job done. What is annoying (troubling) your customers? What negative emotions do they experience?

What benefits would the customer expect? What would they need? What would delight customers? What things may increase the likelihood of adopting a value proposition? What would make your customer happy?

Having explored our customer's motivations, pains, and gains - we can start describing our Product and Service Features. Start with the product and service section. Product and Service Features:** The products and services which create gain and relieve pain, and creates value for the customer. Here is where you’re literally selling – like when mattress companies talk about their materials and extended warranties.

So what? Why do these features mean anything? Why are those features important? Pain Relievers: Remove current frustration and an exact description of how the product or service alleviates customer pains. Gain Creators: Offer them something new (added value). For example: "Comfortable, socially conscious, I get additional resources for free, etc"

Discuss and add your strategy to the board. These questions will guide the discussion: What does a user expect from your product or solution? Why would they use your product? What is the purpose of your product or solution? What needs are you satisfying? How is your product different? In what fields and for what purposes will buyers use our product? What does it look like? Is the design user friendly and attractive? Is your website and marketing up-to-date? Are you following current design trends? Do all parameters (size, colors) perfectly match? What's your branding strategy? Are you missing features? Do you have any features that customers do not need but which can increase the price of the product?

Channels: Advertising, Internet marketing, TV or Radio advertising, etc Discuss and add your strategy to the board. These questions will guide the discussion: How will potential customers and users receive your message? When is your customer looking or listening to that type of media? What is the best time for your promotion? What social networks are you using and what's the strategy and purpose behind each of them? How is your competition promoting their solution? Develop a promotion strategy combining a few promotion techniques and channels, keeping in mind your budget and target market.

Discuss and add your strategy to the board. These questions will guide the discussion: How much did I spend to develop the product? How much is my user/customer willing to pay? Would I need to change the price of a particular region? Will a price reduction help attract more clients? Is the current price competitive? What's the price structure?

Discuss and add your strategy to the board. These questions will guide the discussion: Where are you going to offer the product? Do you have an online store? What type of store or product display better represents your product or solution? What distribution channels do you currently have? Is your distribution channel the same one as your competitors? Do you attend trade fairs, visit an online site, or use any type of salesforce?

Discuss and add your strategy to the board. These questions will guide the discussion: Target Audience: Who are they? What the size of your audience? Employees: How are they going to stay relevant and up-to-date? Who can provide information and share their knowledge with your team? Who are the best specialists?

Discuss and add your strategy to the board. These questions will guide the discussion: How can you minimize costs and increase profits? How is your team managing the ideation process? What measures do you have in place to improve efficiency? How do you manage your project and keep your team motivated? Explore payment, distribution, ideation, sales, and other processes, and develop your strategy.

Physical evidence is all of the things that will help you become a well-known company, or help users to identify you. Think about things like comfort, usability, design, interface, etc What elements will help you position your brand and target the right kind of customers or users?

This step is optional. We recommend adding your final answer to this step so you can see it in the final report. Start with an overview.

Add your major steps, events, and milestones that must be taken to achieve your goal.

How?

Add competitor products as well as their core features.

You will use a 1 to 5 scale to evaluate each feature. Where: 1 = Bad implementation and design 5 = Great usability, design and implementation

https://nova-labs-1.s3.amazonaws.com/pub/25DDabHiAsp4k9K26yoEQbM-Screen Shot 2020-03-16 at 7.11.29 PM.png

Add any final thoughts on what this means for your competitive advantage and how you might move forward based on areas of low or high ratings.

Evaluate why these competitors are leading the industry. Focus on their competitive advantage and branding that differentiates them from the rest of the industry. Tips: You can add their name or their logos and place them inside the matrix Select your key competitor before you move to step 3.

Quickly review your sticky notes board and evaluate the marketing strategies that your competitors (or if too many competitors - focus on the industry leaders) use to target customers and grow their business. Consider the following questions in addition to your initial thoughts: What social media channels do they use? How much are they spending on advertising? What keywords are they competing for? etc. Recommendations: If you are evaluating 2 or more competitors use one sticky note color per competitor. If there are many competitors to analyze try copy and pasting the entire board below.

Open the board you created in Step 3 and discuss: How can your increase your own competitive advantage? Discuss and identify your competition strengths/weaknesses and compare those with your own strengths/weaknesses. Add your thoughts and ideas in the notes here.

Discuss and define your growth strategy. Tip: A growth strategy is an action plan that will help you get a higher market share and grow your organization. This strategy can be short-term or long-term.

These questions will guide the discussion: What does a user expect from your product or solution? Why would they use your product? What is the purpose of your product or solution? What needs are you satisfying? How is your product different? In what fields and for what purposes will buyers use our product? What does it look like? Is the design user friendly and attractive? Is your website and marketing up-to-date? Are you following current design trends? Do all parameters (size, colors) perfectly match? What's your branding strategy? Are you missing features? Do you have any features that customers do not need but which can increase the price of the product?

Channels: Advertising, Internet marketing, TV or Radio advertising, etc These questions will guide the discussion: How will potential customers and users receive your message? When is your customer looking or listening to that type of media? What is the best time for your promotion? What social networks are you using and what's the strategy and purpose behind each of them? How is your competition promoting their solution? Develop a promotion strategy combining a few promotion techniques and channels, keeping in mind your budget and target market.

These questions will guide the discussion: How much did I spend to develop the product? How much is my user/customer willing to pay? Would I need to change the price of a particular region? Will a price reduction help attract more clients? Is the current price competitive? What's the price structure?

These questions will guide the discussion: Where are you going to offer the product? Do you have an online store? What type of store or product display better represents your product or solution? What distribution channels do you currently have? Is your distribution channel the same one as your competitors? Do you attend trade fairs, visit an online site, or use any type of salesforce?

These questions will guide the discussion: Target Audience: Who are they? What the size of your audience? Employees: How are they going to stay relevant and up-to-date? Who can provide information and share their knowledge with your team? Who are the best specialists?

These questions will guide the discussion: How can you minimize costs and increase profits? How is your team managing the ideation process? What measures do you have in place to improve efficiency? How do you manage your project and keep your team motivated? Explore payment, distribution, ideation, sales, and other processes, and develop your strategy.

Physical evidence is all of the things that will help you become a well-known company, or help users to identify you. Think about things like comfort, usability, design, interface, etc What elements will help you position your brand and target the right kind of customers or users?

This step is optional. We recommend adding your final answer to this step so you can see it in the final report. Start with an overview.

The SWOT tool is divided into internal and external factors.

Instructions:

Evaluate the following strategies: Attack Strategies Avoid Strategies Reinforce Strategies New Market Opportunities

Once upon a time, there was a giant who was told to dream big. And he did! His ambition was to be the tallest and strongest giant in his kingdom. He took this aspiration so seriously that he consistently imagined how tall he could be, constantly looking up to the skies.

However, in his relentless pursuit of height, he forgot to look down and started eating clouds. Over the years, he remained devoted to the same dream, consuming more and more clouds. As time passed, other giants surpassed him in height and strength. Undeterred, he consumed even more clouds. Exhausted, he began to shrink, and his dream seemed to slip further away.

One day, feeling disheartened, he looked down and saw the oldest and wisest woman in town. She, who had always been there, but he never saw her - spoke to him: "You forgot to consider how you will achieve your dreams. You ate clouds because that was all you could see, but your path to growth starts at the bottom, remains with constancy, and becomes reality with critical thinking."

😇🔥This short story is a reminder of how important it is to evaluate your current situation and look around at the resources you have and the actions you have taken to learn from them. This way, you can choose not to do more of the same but to do less of what doesn't work and try something new. A dream is just a dream without a plan, and it will never become true without critical thinking applied in the strategy.

This framework has the intention to help you discuss your current state, where you will start, and the resources you have. Once that's done, you will move on to evaluate which of the things you have done are like clouds that are just not benefiting you and are preventing you from seeing what you have in front of you. Afterward, you can discuss what things you can keep doing and what to start doing.

Let's start the discussion.

💯💣Company (& Team) Goals:

What does the company want to achieve in the next one to three years?

🔥Strategy:

What set of differentiating actions will help the company grow and achieve their goals.

💥Process:

How are you and your team going to execute those actions? What team norms and routines will help you provide clarity and move faster? What works at your company, and what processes have to be followed to ensure the process is fair and clear to all but also scalable?

👨‍🔬🧑‍🔧🤴People:

Who has the passion, knowledge, and expertise to execute the strategy and follow the process? Is the team leveraging its collective intelligence?

👀💚Cash:

How long will it take to cycle cash back to your account after you spend a dollar on utilities, payroll, marketing, etc.? What's the budget for the marketing team? How are you planning to invest that budget, and what's the expected Return on investment?

Goals:

The Vision Statement.

The vision statement describes where the organization wants to be in the future. A vision statement is a statement of an organization’s overarching aspirations of what it hopes to achieve or to become - providing a clear picture of what their customer’s lives or the world will be once they achieve their purpose.

The mission statement.

The mission statement provides information about what the organization needs to do now to achieve the vision statement. It’s an ambitious and inspiring statement that provides information about where the organization is the position in the market and how customers’ lives will be affected.

The Values statement.

The values statement, also known as the code of ethics, comes from both the vision and mission statements. The values statement defines what the organization believes in and how people in the organization are expected to behave—with each other, with customers and suppliers, and with other stakeholders.

It provides a moral direction for the organization that guides decision making and establishes a standard for assessing actions. It also provides a standard for employees to judge violations.

Marke this steps as completed once you are done.👇

Invite your team and make sure everyone is part of the discussion. Re-collect everyone's perspective and make sure you compare and understand their answers.

Example:

Do you have a similar vision statement or was your vision statement too different? If so you can schedule a meeting to discuss this further, but you are still in the brainstorming phase so you are going to have enough time to think about it.

Invite your team and make sure everyone is part of the discussion. Recollect everyone's perspective and make sure you compare and understand their answers. Do you have a similar mission statement or was your mission statement too different? If so, you can schedule a meeting to discuss this further, but you are still in the brainstorming phase so you are going to have enough time to think about it. Tip: Start with "Be the most..."

Invite your team and make sure everyone is part of the discussion. Recollect everyone's perspective and make sure you compare and understand everyone's' answers. Do you have similar values or were your list of values too different? If so you can schedule a meeting to discuss this further, but you are still in the brainstorming phase so you are going to have enough time to think about it. Attention: You only need a few! You should be able to remember them.

Mark this step as complete right after the meeting.

This is the final answer. Please make the final decision with your team. 👆 Only one person needs to add the final answer.

This is the final answer. Please make the final decision with your team. 👆 Only one person needs to add the final answer.

This is the final answer. Please make the final decision with your team. 👆 Only one person needs to add the final answer.

Defining business OKRs (Objectives and Key Results) involves setting clear and measurable goals for your business and outlining the key results that will indicate progress toward achieving those goals.

👉The first step is to define your objectives. Begin by outlining your high-level objectives – these are the overarching goals you aim to attain.

🔥Objectives should be: aspirational, specific, and aligned with your business's mission and vision.

Start jotting down ideas on the board, and when each person explains their sticky note, ask questions like: What is the ultimate goal? Is this specific enough? Is it achievable? Is it time-bound? How will it benefit the business?

Select the ones you want to pursue further and move the remaining sticky notes outside the objectives section.

😎A helpful tip is to consider objectives within these categories: cash and strategy, people and processes.

Think big! 🤩

These objectives should resonate with your business’s mission and vision, guiding your team towards a common goal.

🧐 Ensure Measurability: It’s essential that objectives are measurable. Attach specific metrics to each objective — this will help you track progress and measure success. Ask your team to think about how they would measure achievement.

⏰ Is it Time-Bound? What is the timeframe for achieving the objective? Setting a clear timeline adds urgency and helps with planning.

🎯Does it Encourage Stretching and Growth? Is the objective challenging enough to encourage growth and innovation? Striking a balance between attainability and stretching is crucial.

🤔Does it Reflect Feedback? Have you considered feedback from stakeholders, team members, and customers when formulating the objective?

Set key results as the third step. For each objective, define 2-5 key results that will serve as measurable outcomes.

These are specific achievements contributing to the objective's success. Frame your key results using clear and actionable language. Each key result should convey a specific outcome and include a metric or target value. This step can be revisited and improved later.

🤔 Evaluate and Reflect: Pause to evaluate the current state.

Identifying these areas is crucial to refine your approach and fine-tune your objectives.

🧠 Dive into the “Why?”: Reflect on why certain things weren’t achieved before. What’s the root cause? This introspection guides you towards effective solutions and innovative strategies.

🧩 Connect to Initiatives: Give your OKRs context by linking them to specific initiatives. Identify the tasks, strategies, and projects required to reach your goals. Clarify who’s responsible for each aspect.

💡 Embrace Commitments: Define what needs to change or be done regularly to support your OKRs. Prioritize commitments that align with your objectives, and consider what you might need to give up to make room for growth.

🤝 Align Roles and Support: Clarify how each team member contributes. Define roles and responsibilities across the organization, from team members to executives.

No team or manager can achieve a high-level objective without the commitment and influence of specific individuals within the organization. It’s crucial to map out the specific responsibilities required from each level of leadership to ensure success.

Foster collaboration, ensuring all hands are on deck!

Note: After undertaking this mapping, it’s important to reassess commitments and consider what adjustments are necessary. With limited time and resources, trade-offs are inevitable. What are you willing to sacrifice to prioritize this goal?

Follow Best Practices:

Next steps:

Highlight the objectives that apply. Finally, discuss the final OKRs and analysis with the team and move them to the final OKR board. Create a new session and select the OKRs Tool. Leave all sticky notes here, keeping this board for brainstorming.

Focusing on your top 3 or 4 markets (6 max), define their key characteristics. Geographic: Countries, nations, cities, etc. Demographic: Age, gender, sex, education, family, and income. Psychographic: Lifestyle, social class, and personality. Behavioral: User status, usage rate, benefits, occasions, and loyalty attitude.

Who would be the early adopter and why? Early adopter: An early adopter is an individual or business that will use a new product or solution. This user usually is excited about the product or solution and helps companies grow by providing feedback.

In this step, identify and define those people you don't want to target.

Open the board and think about your buyer and your anti-buyer. What do they have in common? What do they do different? How do they think differently? How do they feel the pain? How would you use this information to better target your buyer? How would you use this infomation to find them? What channels will you use?

What additional information do you need about each segment? What are you assuming, and what should be tested? Answer the following questions. Ask yourself how you know the answer, and estimate how accurate your answer actually is. How often do they suffer? How long, What amount of time/money is wasted by the problem? How do they talk about the problem (pain)? When? Why can't they solve it themselves? How have they tried to solve the problem and failed? What if they could solve it? What would life be like? Show them the possibilities of a life without suffering. Show them the reverse of all the things we identified above. What is your solution? What is the physical nature of it? What is included?

Despite the differences in methods, the goal of sales and marketing remains the same - to win clients, close deals and make sales.

The sales department focuses on generating cold leads and then using them for cold emailing and cold marketing campaigns.

The marketing department generates warm leads.

The best marketing strategy, often requires thinking about where clients and users learn about you and what information they receive at each phase of their buying journey.

Buyer journey phases 👉 Awareness>Acquisition>Activation...

Identify the channels and strategies you will use to go from "educating users about the problem" to ensure that they buy and recommend your product. Each phase may require different channels. In order to determine which channels would suit your current constraints, ask yourself the following four questions:

As you progress through each stage, decide which stage you will target next. Move to the next step 👇and plan your strategy for one of these phases. For example: If your main goal this quarter is to convert free customers into paying customers and you already have existing free users, then proceed to the next step to develop a plan for growing your revenue.

In order to focus on revenue, you must already have your user activation strategy in place.

At this step, you will focus on one of the phases from the buyer's journey and create a plan to ensure users/potential customers move to the next phase.

Marketing and sales will determine how leads are generated, i.e., whether customers find you (inbound lead generation) or you find them (outbound lead generation).

👉Inbound lead generation:

👉Outbound lead generation:

Define which strategies and channels can work for you by answering the questions inside the whiteboard.