How to whip up a marketing plan: Six ingredients to create your base

When you’re a startup ready to seriously focus on marketing your product, you want to hit the ground running fast. Keeping your marketing plan lean will allow you to adjust it as you go, taking in the feedback and learnings that come from the market.

If you have only just started thinking about sales and marketing, be sure to check out the 10 steps listed in my last post before laying down a plan.

Kotler’s good old four Ps are still my foundation when I build a marketing plan. If you sell a service, you can choose to expand on this, with some services marketers using the seven Ps. However, if this is your first marketing plan, I suggest you keep it simple and focus on the foundational four to start with.

Your target market

Use the information you collected in your market analysis (learn how to do this here). As a starter, using TAM SAM SOM is quite useful. Founders sometimes overestimate how much of their target market is actually addressable.

Goals and targets breakdown

Nothing focuses the mind like a clear set of targets. Read more

Vinne Schifferstein Vidal - Startup Smart - 3 Dec 2018


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