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Business & Economics Small Business

The Get-It-Done Business Plan: Write a Business Plan That Will Get Your Business Financed

Chapter 10. How to Write "Marketing Plan" Part of the Business Plan

by (author) Lana Guzman

photographs by Edgar Guzman

Initial publish date
Oct 2020
Small Business, Women in Business, Consulting, General, Entrepreneurship, Business Development, Forecasting, Commerce, General, New Business Enterprises, Mentoring & Coaching, General, General, Motivational, Research, Management, Interest, Decision-Making & Problem Solving, Business Writing
  • eBook

    Publish Date
    Oct 2020
    List Price

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This part describes how your buyers will learn about you, why they will choose to try out your product or service, and most important of all - why they will choose to stay with you and not bounce to your competition. This is also a part that many seasoned entrepreneurs are very sensitive about. You do not want anyone to learn about how you are attracting clients to your business. Your aspiring and existing competition may be eager to copy your approach and steal away your clientele. Yet even though you are going to talk about how you are going to promote and advertise your business in this section, you are most likely not going to say something that nobody knows. In this chapter, I discuss what to include in this section of your business plan, how to do the research, how to justify and explain your choices, and how to present a meaningful analysis.

About the authors

Contributor Notes

Lana Guzman, MBA is a business plan writer and entrepreneur with close to a decade of experience. She has completed over 80 business plans and counting. She has written business plans for B2C and B2B businesses; start-ups and existing businesses; product and service-based businesses. She has written business plans for loan applications to all major banks in Canada, major grant organizations, investors, competitions, commercial space lease, among many other applications. Lana holds MBA from HEC Montreal and three undergraduate degrees in Business Administration, Finance, and Economics from Universities in The Netherlands and Russia.

Excerpt: The Get-It-Done Business Plan: Write a Business Plan That Will Get Your Business Financed: Chapter 10. How to Write "Marketing Plan" Part of the Business Plan (by (author) Lana Guzman; photographs by Edgar Guzman)

When writing this part, you also need to take into account that whatever seems to be right at this point may not stand the test of time and experience. Do not be surprised, this is normal. You will be trying many different ways of advertising and promoting your business before you find what works and what does not. Provided your reader is also aware of this (and more often than not, your readers are aware of the mammoth task it is to get a business up and running), you need to present a variety of approaches that you will take to advertise your product or service. Taking into account that some of them will not work no matter what you do and the amount of money you spend, your marketing plan must be as comprehensive as the list of advertising and promotion opportunities listed above.

Editorial Reviews

"You've got the idea, Lana Guzman shows you the way to structure it into an operational and appealing business plan for investors.

Just follow the lead, step by step... Success !"

Alban BOGEAT, marketing expert with more than 30 years experience in the European Union.

" The book is well organized and offers a reader step-by step easy to follow instructions, how to write a business plan yourself, which can be put in front of the financial expert, to get investment, or as a tool to advance your existing business to the next level, to be reviewed by the stakeholders, or when you have a business idea and create a template to polish your idea and structure it well, to bring it into life. The book is easy going and clear even if you are not a professional business plan writer. It has a set of instructions and simple questions leading you through all important components of a business plan which is like do-it-yourself manual. The author included samples of financial documents giving a clue how to support the business plan with actual numbers, statements, making your business plan stand out. The idea of the successful business strives through the book with each component you can add to and elaborate on in your business plan, first putting it in paper. I read the book with pleasure as if I would be reading a fiction book with a plot. The author took my hand and lead me through the hoops of business aspects that are required to create a business plan, so at the end of the story I can rely on writing a business plan that can get investment."

Irene Gomzyakova, Regulated Canadian Immigration Consultant

" Our immigration firm has been working with Ms. Lana Guzman on multiple projects involved business plan preparation for several years. All business plans that were written for our clients over the time resulted in positive business operation, all businesses are still up and running as well as profitable for its owners. We are proud to provide our feedback on the first addition of the Get-It-Done Business Plan. The Get-It-Done Business Plan is the real deal. An impeccable exposition of what, why and how to write the right business plan. The difficult task of writing this crucial piece for a start-up or expanding an existing business are managed majestically chapter after chapter. All the important and necessary elements are presented in a neat way. A must-have book for entrepreneurs that envisage to write the masterpiece document for their own business. I wish Ms. Guzman and her team further success and look forward to seeing the next masterpiece.."

Maksim Gonyakin, Canada for me Inc.