The World’s Shortest Marketing Plan, Version 2.1
www.kellyodell.blogspot.com
What Why When How WhoProduct
What does theproduct have todo?What articulatedwants orunarticulatedneeds does it fill?What is thewindow ofopportunity?How will theproduct fill thesewants andneeds?What is our bestguess at who isgoing to buy ourproduct?
Presence
Where in thevirtual andphysical worlddo we need tosell ourproduct?Why will themarketplaces andmarket spacesdistribute ourproduct?How will ourpresencechange duringthe lifecycle ofour product?How will weestablish andmaintain apresence in theimportantlocations?Who are thedecision makersat themarketplaces andmarket spaces?
Persuasion
What are thesocial factors inthe buyingprocess of ourproduct?Why will peoplerecommend ourproduct to others?When can wecredibly go afteropinion leadersand earlyadopters?How do weensure thatcomments,rankings,reviews, andcounts portray usin a positive way?Who are therelevant opinionleaders andpersuaders?Whichcommunities mustwe reach?
Preference
How do weenablecustomers toexpress theirpreferencesand topersonalizewhat we do?Why wouldpeople take thetime and energyto express theirpreferences?How willcustomerpreferenceschange overtime?How do wecapture customerpreferences?(Customerratings,transactionhistory, searchbehavior, andconfigurationtools?)Whosepreferences dowe care about?
Price
How much dowe sell ourproduct for?Why is this theright price point?What is ourpricing strategythrough thelifecycle?How do we setand reset theprice in a world of“perfectinformation” anddynamic pricing?Who will demanddifferent pricepoints? Whichsegments do wecare about?
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