Planning and Marketing Forms

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2 Planning and Marketing Forms Credits The Artist Business and Marketing Toolbox: How to Start, Run and Market a Successful Arts or Creative Business Planning & Marketing Forms 2011 by Neil McKenzie Published by Creatives and Business LLC All rights reserved. No Part of this publication may be reproduced, transmitted, stored in an information retrieval system, or used in any form or by any means, graphic, electronic, mechanical, photocopying, recording or otherwise with the prior written permission of the publisher. ISBN: (Planning and Marketing Forms Only PDF Version) (Book and Forms PDF Version) (epub Apple ipad Version) (epub Amazon Kindle Version) (epub Barnes & Noble Nook Version) Contact Us neil@creativesandbusiness.com Disclaimer This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold and distributed with the understanding that the publisher and author are not engaged in rendering legal, accounting, or other professional services. If legal or other expert assistance is required, the services of a competent professional person should be sought from a Declaration of Principles jointly adopted by a committee of the American Bar Association and a committee of publishers. Trademarks Creatives and Business LLC, Creativesandbusiness.com and The Artist s Business and Marketing Toolbox are trademarks of Creatives and Business LLC. All other products, trademarks, service marks referenced in this book are the property of their respective owners. Cover by Brandon Roth Foreword Planning and Marketing Forms 2

3 About Neil McKenzie Neil McKenzie has over thirty years experience as a management consultant and marketing executive working with small companies to large international brands. He has earned a bachelor s degree in Economics and a Master of Science in Business Administration in Economics As a management consultant Neil worked with dozens of companies from startup to very large. He began his consulting career working in the area of production and operations management. In the early 1980 s Neil was asked to be a founding faculty member of the Regis College MBA program in Denver, Colorado. Later in his consulting career he specialized in corporate strategic planning and marketing where he developed business and marketing plans for his consulting clients. In addition to his consulting career Neil spent a dozen years as a corporate marketing executive in the area of marketing research. He developed the first ever Marketing Research Department for one of the top financial brands in the world where he tested advertising concepts and advertising effectiveness. His research programs were conducted worldwide in a multitude of languages and cultures. In 2005 Neil left corporate life to pursue a lifelong goal to become a commercial photographer. His firm Neil McKenzie Photography specializes in People Photography with Impact for client s advertising, editorial, public relations and social media needs. Neil is a visiting professor at the Center for Innovation (Metropolitan State College Denver) where he developed and teaches the course Artrepreneurship business for artists and other creatives. He is also a columnist for ColoradoBiz Magazine where he writes the popular column on Colorado s creative economy. Neil organized and leads the South Metro Denver Chamber of Commerce s creative group. His book The Artist s Business and Marketing ToolBox is an evolution of his work with his Artrepreneurship students and writing his blog Neil is an advocate for the arts and creative economy in Colorado and is a frequent speaker and seminar presenter to the arts community. Foreword Planning and Marketing Forms 3

4 Foreword We live in a very competitive business environment and having a great plan of action and marketing strategies to match are more important than ever. Gone are the days when all it took to get in business and succeed was to make a great product (art) and hang up a sign to tell the world about it. The business world has become more complex and this trend seems to be moving faster. To succeed in today s business environment an artist or creative professional must understand the basics of starting and running a business, be able to surround themselves with trusted advisors and have a plan for success. The internet and our connected society has made it possible to for small businesses to level the playing field with much larger business enterprises. While dramatically increasing the number of competitors in any given market, the internet has also opened up a whole new world of customers. You need to set a good course for your business and have a market presence that makes you stand out and be noticed. To succeed in the art world today you need to know business! Foreword Planning and Marketing Forms 4

5 Table of contents Credits...2 About Neil McKenzie...3 Foreword...4 Table of contents...5 How to use...8 Company Summary...9 My Art Business Goals...11 Mission Statement Your Brand Experience...15 Your Mission Statement...16 Product / Service Listing...18 Product Features & Benefits...19 Strengths & Weaknesses...20 Opportuntunities & Threats...27 Competitor Listing By Product Line...29 Competitor Attributes...30 My Competitive Attributes...31 Currrent & Potential Customer Groups...32 Customer Group Attributes...33 Customer Group Research Questions...34 Customer / Product Matrix...36 Creative Products & Services Audit...37 Creative Products & Services Your Brand Experience...38 Creative Direction / Products - Goals & Objectives...39 Creative Direction / Products - Strategy List...41 Creative Direction / Products - Action Plan...42 Studio & Facilities Audit...43 Studio & Facilities - Your Brand Experience...44 Studio & Facilities - Goals & Objectives...45 Studio & Facilities - Strategy List...47 Table of contents Planning and Marketing Forms 5

6 Studio & Facilities - Action Plan...48 Accounting & Finance Audit...49 Accounting & Finance - Your Brand Experience...50 Accounting & Finance - Goals & Objectives...51 Accounting & Finance Strategy Ideas...53 Accounting & Finance - Strategy List...54 Accounting & Finance - Action Plan...55 Production & Operations Audit...56 Production & Operations - Your Brand Experience...57 Production & Operations - Goals & Objectives...58 Production & Operations - Strategy List...60 Production & Operations - Action Plan...61 Management & Organization Audit...62 Management & Organization - Organization Chart...63 Management & Organization - Your Brand Experience...64 Management & Organization - Goals & Objectives...65 Management & Organization - Strategy List...67 Management & Organization - Action Plan...68 Marketing & Sales - Marketing Audit...69 Marketing & Sales - The Four P s of Marketing...80 Marketing & Sales - Ad Planning Worksheet...84 Marketing & Sales - Pricing Strategy Grid...87 Marketing & Sales - Breakeven Worksheet...88 Marketing & Sales - Your Brand Experience...89 Marketing & Sales - Goals & Objectives...90 Marketing & Sales - Strategy List...92 Marketing & Sales - Action Plan...93 Visual Business Plan...94 Section 1 Situation, Markets, Competition...96 Table of contents Planning and Marketing Forms 6

7 Section 2 Goals, Objective and Strategies Section 3 Organization Chart & Bios Section 4 Cash Flow Budget Section 5 Plan Timeline Table of contents Planning and Marketing Forms 7

8 How To Use The Forms This publication is provided to readers of the ebook version of The Artist s Business and Marketing ToolBox: How to Start, Run and Market a Successful Arts or Creative Business with a way to print the forms presented in the book. You may reproduce the forms for your personal use only. These forms are an integral part of the Artist s Business and Marketing ToolBox. The idea is to think about the topics presented in the book and complete each form as it applies to your business. When you have completed the forms you should have a good idea of your overall direction and the strategies you will pursue. Information in the completed forms will help you prepare a business and marketing plan such as the Visual Business and Marketing Plan presented in the book. How To Use The Forms Planning and Marketing Forms 8

9 Company Summary Company: Company Summary Business Name Address Phone Webpage Blogs / Social Networking Associations / Groups Belonging To Years In Business Number Of Locations Number Of Employees Form of Organization Proprietorship Partnership Corporation Name Company Officers / Key Personnel Position Years With Co. Business Type Wholesaler Manufacturer Retailer Service Products/ Services Offered Form 1-1 Company Summary Planning and Marketing Forms 9

10 Company: Company Summary Customers or Customer Groups Served Market Coverage Local Regional National International Online List of 5 Best Customers Selling Methods Direct Sales Sales Reps Wholesalers Retailers Direct Mail Telemarketing Internet Own Establishment Other (List) Company or Market Strengths Why Do Customers Buy From You Form 1-2 Company Summary Planning and Marketing Forms 10

11 My Art Business Goals Company: My Art Business Goals Don t Know In 3+ Years Next 1-2 Years Currently Career Goals Full Time Part Time with other sources of income Hobby Describe your career goals: Financial Goals Provide income for self and family Provide income to fund retirement Provide extra income Provide subsistence income Income is not important Describe your financial goals: Form 3-1 My Art Business Goals Planning and Marketing Forms 11

12 Company: My Art Business Goals Don t Know In 3+ Years Next 1-2 Years Currently Financial Risk Goals Willing to accept high financial risk Willing to accept moderate financial risk Not willing to accept financial risk Describe your tolerance for risk: Sales Goals Have you quantified your sales goals I will do all of the selling myself I will split the selling between myself and others I will rely totally on others for sales I don t care about making sales What are your sales goals in dollars? Marketing Goals I will do all of the marketing myself I will split the marketing between myself and others I will totally rely on others to do my marketing Describe your marketing goals: Form 3-2 My Art Business Goals Planning and Marketing Forms 12

13 Company: My Art Business Goals Don t Know In 3+ Years Next 1-2 Years Currently Brand / Reputation Goals To have a local brand / reputation To have a regional brand / reputation To have a national brand / reputation To have a worldwide brand / reputation Don t care about my brand / reputation Describe your brand / reputation goals: Organization Goals A solo entrepreneur or one man show A solo entrepreneur or one man show collaborating with others An organization with 1 10 employees An organization with employees An organization with employees An organization with 100+ employees Describe your organization goals: Form 3-3 My Art Business Goals Planning and Marketing Forms 13

14 Company: My Art Business Goals Don t Know In 3+ Years Next 1-2 Years Currently Facilities Goals To work out of my home To have an out of home studio / workspace To share out of home studio space / workspace with others To have a retail location To have multiple retail locations Describe your facility goals: Effort / Success Goals To expend little effort To expend moderate effort To go all out Describe what success in your art business means to you: Form 3-4 My Art Business Goals Planning and Marketing Forms 14

15 Mission Statement Your Brand Experience Company: Your Brand Experience Mission Statement Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your products / services? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 3-5 Mission Statement Your Brand Experience Planning and Marketing Forms 15

16 Your Mission Statement Company: What products or services do you provide? Your Mission Statement What markets or customer groups do you serve? What is the geographic coverage of your business? Why do customers buy from you? What advantages do you have over your competition? Form 3-6 Your Mission Statement Planning and Marketing Forms 16

17 Company: Your Mission Statement What makes your business the only solution to your customer needs? What is unique about your product or service? How do you want your brand to be perceived? What are the top goals or objectives you have for your business? What benefits do you provide to your customers? Write your mission statement in one or two sentences: Form 3-7 Your Mission Statement Planning and Marketing Forms 17

18 Product / Service Listing Company: Product / Service Listing List each Product or Service that you currently provide or are planning to provide. Try to be specific about each product type or service and not general. Score each Product / Service by accessing its market potential. 1. Market Potential (N) - New (G) - Growing (S) - Stable (D) - Declining (?) Don t Know Form 4-1 Product / Service Listing Planning and Marketing Forms 18

19 Product Features & Benefits Company: Product / Service Features & Benefits For each Product or Service you listed in Product / Service Listing form complete this form. Write a brief description for each attribute listed. If your Product or Service has other attributes not listed on this form enter and describe them under Other. Product / Service: 1. Quality 2. Packaging 3. Brand Awareness 4. Customer Service 5. Options 6. Return Policies 7. Image 8. Uniqueness 9. Sizes / Selection 10. Selection 11. Availability 12. Pricing 13. Materials Used / Technology 14. Design/Style/Genre 15. Function 16. Customer Benefits 17. Other Form 4-2 Product Features & Benefits Planning and Marketing Forms 19

20 Strengths & Weaknesses Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of a strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. List items which you think are a source of strength or weakness in your business. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Form 5-1 Strengths & Weaknesses Planning and Marketing Forms 20

21 Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Organization and Management Organizational Structure Organizational Exposure To Liability Organizational Ability To Grow Management Structure Management Team Management Talent Management Style Board Of Directors Advisors Ability To Attract Employees Ability To Retain Employees Employee Knowledge / Skill Employee Policies Employee Compensation Employee Benefits Employees As Brand Champions Employee Training/Manual Form 5-2 Strengths & Weaknesses Planning and Marketing Forms 21

22 Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Accounting & Finance Accounting Systems Accounting Personnel / Team Accounting Advisors Accounts Receivables Accounts Payables Billing & Collections Job Costing Payroll Reporting Financial Reporting Financial Position Budgeting / Forecasting Exit Strategy Financial Personnel Financial Advisors Access To Equity/Capital Access To Debt Financing Working Capital / Growth Capital Form 5-3 Strengths & Weaknesses Planning and Marketing Forms 22

23 Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Marketing Marketing Personnel / Team Marketing Message Competitive Intelligence / Analysis Target Market / Customer Analysis Advertising Public Relations Direct Marketing Marketing Pricing / Terms Web Page Blogs Social / Personal Networking Trade Shows / Fairs Distribution Channels Market Research Brand Reputation Geographic Coverage Form 5-4 Strengths & Weaknesses Planning and Marketing Forms 23

24 Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Sales Sales Management Sales Organization / Team Sales Force Talent Sales Compensation Sales Force Coverage Sales Force Size Sales Training Unique Selling Proposition Form 5-5 Strengths & Weaknesses Planning and Marketing Forms 24

25 Company: Analysis of Strengths & Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Product / Services Product Offerings Product Quality Product Uniqueness Service and Support Product Pricing Research and Development Product Delivery Product Cost Intellectual property protection patents, trademarks, copyrights Innovation, Technologies used Access To Materials / Supplies Form 5-6 Strengths & Weaknesses Planning and Marketing Forms 25

26 Company: Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Very Strong Strong Neutral Weak Very Weak Don t Know Not Applicable Action Item Operations / Facilities Office / Administrative Facilities Location for Customers Location to Suppliers Production Facilities Warehouse / Storage Facilities Production Methods / Systems Inventory Control Research and Development Facilities Cost / Overhead Ability to Facilitate Growth Production equipment Office equipment Form 5-7 Strengths & Weaknesses Planning and Marketing Forms 26

27 Opportunities & Threats Company: Analysis of Opportunities and Threats Score each item in the list according to how much of an opportunity or threat it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. Strong Opportunity Weak Opportunity Neutral Weak Threat Strong Threat Don t Know Not Applicable Action Item Change in Consumer Tastes /Fashion Regulations Trade Barriers New Technologies Consumer Trends Market Trends Social Patterns Demographics Economy Intl, National, Local Competition Distribution Channels ( internet, retail) Consumer Lifestyles Brand Loyalty Skilled Workforce/ Talent Politics Mergers, Acquisitions, Joint Ventures New Markets Environmental Factors Form 5-8 Opportunities & Threats Planning and Marketing Forms 27

28 Company: Analysis of Opportunities and Threats Score each item in the list according to how much of an opportunity or threat it is to your business. If the item is Not Applicable or you don t know check the appropriate box. If an item requires your attention check the Action Item box. List items which you think are Opportunities or Threats to your business. Strong Opportunity Weak Opportunity Neutral Weak Threat Strong Threat Don t Know Not Applicable Action Item Form 5-9 Opportunities & Threats Planning and Marketing Forms 28

29 Competitor Listing By Product Line Company: Competitor Listing By Product Line For each of your product lines or services list your competitors or competitor groups. Product Line / Service: Product Line / Service Product Line / Service Form 5-10 Competitor Listing By Product Line Planning and Marketing Forms 29

30 Competitor Attributes Company: Competitor Attributes Analysis For each of your competitors or competitor groups rank them by the following competitive factors. (A) - Advantage Competitor: (D) - Disadvantage (N) - Neutral Management / Key Personnel Company Image / Brand Facilities Locations / Geographic Coverage Quality of Personnel Financial Strength Quality of Products / Services Selection of Products / Services Features & Uniqueness of Products / Services Availability of Products / Services Manufacturing Ability / Cost Structure Technology Utilized Proprietary Products Service Pricing / Terms Delivery Marketing Other (List) Form 5-12 Competitor Attributes Planning and Marketing Forms 30

31 My Competitive Attributes Company: My Competitive Attributes Rank your own company by the following competitive factors. Management / Key Personnel (A) - Advantage (D) - Disadvantage (N) - Neutral Company Image / Brand Facilities Locations / Geographic Coverage Quality of Personnel Financial Strength Quality of Products / Services Selection of Products / Services Features & Uniqueness of Products / Services Availability of Products / Services Manufacturing Ability / Cost Structure Technology Utilized Proprietary Products Service Pricing / Terms Delivery Marketing Other (List) Form 5-13 My Competitive Attributes Planning and Marketing Forms 31

32 Current & Potential Customer Groups Company: Current and Potential Customer Groups List and briefly describe your Current and Potential Customer Groups. Describe where applicable, their industry, demographics, type of business, why they buy. (C) - Current Customer Group (P) - Potential Form 6-1 Current & Potential Customer Groups Planning and Marketing Forms 32

33 Customer Group Attributes Company: Customer Group Attributes Customer Group: Customer Group Attributes Demographics age, ethnicity, income, home ownership, marital status, family size Stage in Life children, young, teenager, twenty something, 30 s, middle age, old, retiring Type of neighborhood city, suburbia, rural Outside / social activities Media consumed - television, radio, newspapers, magazines Internet usage / sites visited Other products / services they buy Trends for this group Other: Form 6-2 Customer Group Attributes Planning and Marketing Forms 33

34 Customer Group Research Questions Company: Customer Group Research Questions Customer Group: What do you buy from us? What do you think we do well? What areas do you think we need to improve? How would you describe our company? How would you rate our service? How would you rate our pricing? How would you rate our value? How do you go about choosing a supplier for the products/services we provide? What other suppliers do you use? How would you rate us with our competition? Form 6-3 Customer Group Research Questions Planning and Marketing Forms 34

35 Company: Customer Group Research Questions Customer Group: What do you like about our competition? What do you dislike about our competition? What are some ways we can improve? Are there any products or services which we don t presently offer that we should offer? Are there any products or services which we should discontinue? How can we improve our advertising and marketing? What publications do you read? What trade websites do you visit? What things should we do to grow our company? Form 6-4 Customer Group Research Questions Planning and Marketing Forms 35

36 Customer / Product Matrix Company: Customer / Product Matrix List Customers or Customer Groups List Products or Product Lines For each Product/Customer combination score for each of the following two attributes: Target Status: C = Current Market P = Potential Market N = No Market Priority: Rank your priority on a scale of 0-10 where 0 is no effort to where 10 is high priority Form 6-5 Customer / Product Matrix Planning and Marketing Forms 36

37 Creative Products & Services Audit Company: Creative Products & Services Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Are there new projects that you are planning? Are there new projects that you are ready to start? Are there old projects that you need to finish? Are you planning on exploring new subjects, styles or genres? Are you considering offering new products or services? Are you planning on using new materials or techniques? Have you considered mass producing products Have you considered offering new product selections / sizes? Have you considered offering differing levels of quality? Are there new uses for your existing products or services? Are there new products that you can create for new uses? Do you have a plan on how to keep the creative juices flowing? Do you keep abreast of changes on what is being produced in the art world? Are your products unique in the marketplace? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 8-1 Creative Products & Services Audit Planning and Marketing Forms 37

38 Creative Products & Services Your Brand Experience Company: Your Brand Experience Creative Products & Services Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 8-2 Creative Products & Services Your Brand Experience Planning and Marketing Forms 38

39 Creative Direction / Products - Goals & Objectives Company: Goals & Objective List Creative Direction / Products List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form 8-3 Creative Direction / Products - Goals & Objectives Planning and Marketing Forms 39

40 Company: Goals & Objectives Worksheet Creative Direction, Products, Services Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Goal Description Specific Measurable Attainable Relevant Time Based Objective Description Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Objective Measurements Final Objective Statement Form 8-4 Creative Direction / Products - Goals & Objectives Planning and Marketing Forms 40

41 Creative Direction / Products - Strategy List Company: Creative / Products Strategy Worksheet Goal & Objective: List Your Strategies For This Goal: Form 8-5 Creative Direction / Products - Strategy List Planning and Marketing Forms 41

42 Creative Direction / Products - Action Plan Company: Action Plan Creative / Products Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form 8-6 Creative Direction / Products - Action Plan Planning and Marketing Forms 42

43 Studio & Facilities Audit Company: Studio & Facilities Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Is your current studio adequate? Will your current studio allow for future growth? Is your current studio s location adequate? Does a coop arrangement fit your business model? Do you have adequate space to store your inventory and materials? Do you have adequate space to produce your art? Do you need to make improvements to your studio? Does your business model include a retail space? Do you need a space to meet clients? Is your rent in line with your other business expenses and sales levels? Are you planning on moving your studio? Are you using your studio to its full potential? Does your business model include renting a portion of your studio to others? Are there any zoning regulations that will inhibit your ability to maintain and grow your company? Is your location adequate with regard to proximity to customers? Is your location adequate with regard to proximity to suppliers? Is your studio accessible to your customers (Location / Hours)? Does your studio support your brand image? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 9-1 Studio & Facilities Audit Planning and Marketing Forms 43

44 Studio & Facilities - Your Brand Experience Company: Your Brand Experience Studio & Facilities Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 9-2 Studio & Facilities - Your Brand Experience Planning and Marketing Forms 44

45 Studio & Facilities - Goals & Objectives Company: Goals & Objective List Studio & Facilities List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form 9-3 Studio & Facilities - Goals & Objectives Planning and Marketing Forms 45

46 Company: Goals & Objectives Worksheet Studio & Facilities Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Specific Measurable Attainable Relevant Time Based Goal Description Objective Description Objective Measurements Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Final Objective Statement Form 9-4 Studio & Facilities - Goals & Objectives Planning and Marketing Forms 46

47 Studio & Facilities - Strategy List Company: Studio / Facilities Strategy Worksheet Goal & Objective: List Your Strategies For This Goal: Form 9-5 Studio & Facilities - Strategy List Planning and Marketing Forms 47

48 Studio & Facilities - Action Plan Company: Action Plan Studio / Facilities Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form 9-6 Studio & Facilities - Action Plan Planning and Marketing Forms 48

49 Accounting & Finance Audit Company: Accounting & Finance Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Is your business sufficiently capitalized (financed)? Do you have access to financing? Do you prepare budgets for your business? Do you monitor your budget and make changes as needed? Is your accounting system adequate? Does your accounting system provide the reports needed to better help you manage your business? Do you understand your financial statements? Do you receive financial statements on a regular basis? Do you have an accountant? Do you have a network of trusted financial advisors? Do you have adequate banking relationships? Are you spending the proper amount of time on accounting and finance functions for your business? Do you have a need to reduce paperwork and streamline your back office activities? Do you have the necessary business licenses to keep in compliance with government entities? Are you collecting sales taxes as required? Are you in compliance with regard to payroll for employees, assistants or contractors? Do you have an adequate system to help you cost and price your products? Do you have a proper record keeping system in place? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 10-1 Accounting & Finance Audit Planning and Marketing Forms 49

50 Accounting & Finance - Your Brand Experience Company: Your Brand Experience Accounting & Finance Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 10-2 Accounting & Finance - Your Brand Experience Planning and Marketing Forms 50

51 Accounting & Finance - Goals & Objectives Company: Goals & Objective List Accounting & Finance List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form 10-3 Accounting & Finance - Goals & Objectives Planning and Marketing Forms 51

52 Company: Goals & Objectives Worksheet Accounting & Finance Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Goal Description Specific Measurable Attainable Relevant Time Based Objective Description Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Objective Measurements Final Objective Statement Form 10-4 Accounting & Finance - Goals & Objectives Planning and Marketing Forms 52

53 Accounting & Finance Strategy Ideas Company: Accounting & Finance Strategy Ideas Improve Accounting Systems Secure Professional Financial Assistance Secure Necessary Licenses Business Registration with Necessary Authorities Tax Registration with Necessary Authorities Secure Equity Financing Secure Debt Financing Improve Financial Statements Prepare a Cash Flow Projection Investigate other Business Organization Forms Develop a Capital Budget Develop a Operating Budget Engage a Payroll Service Provide Health Insurance Begin Retirement Planning Develop Bank Relationships Lease equipment Develop Job Costing System Improve Account Receivables Offer Credit Cards as a Way For Customers to Purchase Form 10-5 Accounting & Finance Strategy Ideas Planning and Marketing Forms 53

54 Accounting & Finance - Strategy List Company: Accounting & Finance Strategy Worksheet Goal & Objective These Strategies Support List Your Strategies For This Goal: Form 10-6 Accounting & Finance - Strategy List Planning and Marketing Forms 54

55 Accounting & Finance - Action Plan Company: Action Plan Accounting & Finance Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form 10-7 Accounting & Finance - Action Plan Planning and Marketing Forms 55

56 Production & Operations Audit Company: Production & Operations Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Are you efficient in producing your art? Are there ways to reduce the costs of producing your art? Do you have a system to plan and keep track of your production costs? Do you utilize scheduling techniques in producing your art? Is your business constrained by the amount of art you can produce? Is your production space well organized? Is your storage space for materials, supplies and art well organized? Are your quality control measures adequate? Should you be utilizing different materials in producing your art? Should you be utilizing different technologies in producing your art? Are you considering utilizing new processes in producing your art? Do you have needs for additional equipment? Do you monitor and track your inventory? Are there any environmental concerns with the materials or processes you use in producing your art? Are your purchasing procedures adequate? Is your supplier network adequate and cost effective? Are you backroom and office activities efficient? Have you developed standard procedures to run your business? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 11-1 Production & Operations Audit Planning and Marketing Forms 56

57 Production & Operations - Your Brand Experience Company: Your Brand Experience Production & Operations Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 11-2 Production & Operations - Your Brand Experience Planning and Marketing Forms 57

58 Production & Operations - Goals & Objectives Company: Goals & Objective List Production & Operations List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form 11-3 Production & Operations - Goals & Objectives Planning and Marketing Forms 58

59 Company: Goals & Objectives Worksheet Production & Operations Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Goal Description Specific Measurable Attainable Relevant Time Based Objective Description Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Objective Measurements Final Objective Statement Form 11-4 Production & Operations - Goals & Objectives Planning and Marketing Forms 59

60 Production & Operations - Strategy List Company: Production & Operations Strategy Worksheet Goal & Objective: List Your Strategies For This Goal: Form 11-5 Production & Operations - Strategy List Planning and Marketing Forms 60

61 Production & Operations - Action Plan Company: Action Plan Production & Operations Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form 11-6 Production & Operations - Action Plan Planning and Marketing Forms 61

62 Management & Organization Audit Company: Management & Organization Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Are you starting a new business? Is your form of organization suitable for your business? Do you have an appropriate name for your business? Do you currently have employees, assistants or utilize contractors? Do you have plans to utilize employees, assistants or contractors? Is your business a one man show? Does your current organizational structure enable you to reach your overall company goals? Do you have all of the basic functions of management covered? Do you utilize outside help or professionals to perform some of your management functions? Do you need to improve your management and organizational skills? Does employee motivation need to be improved? Does employee satisfaction need to be improved? Is employee compensation adequate? Do you need to institute training programs for your organization? Are you considering adding employee benefit programs such as health insurance or retirement programs? Are you interested in building an organization so you can take more time off? Are you interested in building a company that you can sell? Do you help employees set goals and objectives? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 12-1 Management & Organization Audit Planning and Marketing Forms 62

63 Management & Organization - Organization Chart Company: Organization Chart Form 12-2 Management & Organization - Organization Chart Planning and Marketing Forms 63

64 Management & Organization - Your Brand Experience Company: Your Brand Experience Management & Organization Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form 12-3 Management & Organization - Your Brand Experience Planning and Marketing Forms 64

65 Management & Organization - Goals & Objectives Company: Goals & Objective List Management / Organization List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form 12-4 Management & Organization - Goals & Objectives Planning and Marketing Forms 65

66 Company: Goals & Objectives Worksheet Management / Organization Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Specific Measurable Attainable Relevant Time Based Goal Description Objective Description Objective Measurements Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Final Objective Statement Form 12-5 Management & Organization - Goals & Objectives Planning and Marketing Forms 66

67 Management & Organization - Strategy List Company: Management Strategy Worksheet Goal & Objective: List Your Strategies For This Goal: Form 12-6 Management & Organization - Strategy List Planning and Marketing Forms 67

68 Management & Organization - Action Plan Company: Action Plan Management Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form 12-7 Management & Organization - Action Plan Planning and Marketing Forms 68

69 Marketing & Sales - Marketing Audit Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Marketing Objectives Have marketing objectives been formalized? Are your marketing objectives reviewed periodically? Are your marketing objectives known by others in your organization? Are your marketing objectives translated into daily actions? Are your marketing objectives reasonable and attainable? Have you developed measures for your marketing objectives? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Marketing Policies Have you formalized policies for your marketing efforts? Are your marketing policies reviewed periodically? Are your marketing policies known by others in your organization? Are your marketing policies translated into daily actions? Are your marketing policies reasonable and attainable? Competitive Awareness Do you know your competition? Do you analyze what your competition does well? Form 13-1 Marketing & Sales - Marketing Audit Planning and Marketing Forms 69

70 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Competitive Awareness Do you analyze what your competition does poorly? How do you compare to your competition with regard to pricing? How do you compare to your competition with regard to quality? How do you compare to your competition with regard to service? How do you compare to your competition with regard to product offerings? How do you compare to your competition with regard to awareness in the marketplace How do you compare to your competition with regard to image in the marketplace? How do you compare to your competition with regard to your brand? Customer Awareness Do you know your customers well? Do you know what your customers think you do well? Do you know what your customers think you do poorly? Do you ask your customers how you can better serve them? How is your ability to deliver products on time? How do your customers perceive your overall product reputation? How do your customers perceive your overall service reputation? How do your customers perceive your overall quality reputation? How do your customers perceive your overall brand reputation? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 13-2 Marketing & Sales - Marketing Audit Planning and Marketing Forms 70

71 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Products or Services Offered Do you know which of your products or services that are growing? Do you know which of your products or services that are declining? Do you know which of your products or services are the most profitable? Do you know which of your products or services are the least profitable? Do you know which of your products account for the largest percentage of your overall sales? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Target Markets Have you defined your target markets? Do you have a formal way to identify your target markets? Do you review your target markets periodically? Can you describe your target markets? Do you know where to find more prospects that fit your target market description? Have you matched your products with your various customer groups or target markets? Have you ranked your various product / customer group combinations by priority? Have you ranked your various product / customer group combinations by profitability? Have you ranked your various product / customer group combinations by potential? Form 13-3 Marketing & Sales - Marketing Audit Planning and Marketing Forms 71

72 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Advertising Are your advertising programs carefully planned? Do you follow your advertising plans? Do you monitor customer or prospect response from you advertising efforts? Do you budget for advertising expenditures? Do you monitor your advertising for cost versus return? Are your media selections for your advertising carefully chosen? Does your advertising help build your brand? Is your advertising effective? Are there other advertising opportunities you should consider? Do you use other methods besides advertising to reach your customers? What do your customers think of your advertising? How does your advertising compare to your competitors? Public Relations Do you use public relations in your marketing efforts? Have you developed a public relations plan and budget? Do you use press releases as a method to increase awareness? Have you developed a press kit? Do you use feature articles about your company in your public relations efforts? Form 13-4 Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Marketing & Sales - Marketing Audit Planning and Marketing Forms 72

73 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Public Relations Do you use public relations to announce upcoming shows or events? Have you determined what is newsworthy about your art? Are your public relations efforts targeted to your customers? Do you participate in community activities as way to make the public aware of your art or company? Have you positioned yourself as an expert in your field? Have you developed relationships with members of the media? Promotions Do you use promotions such as sales or specials in your marketing efforts? Do you have a method to measure the effectiveness of your promotional efforts? Do you have a method to measure the cost/benefit of your promotional efforts? Do you reward your frequent customers? Pricing Is your pricing determined in a formal manner? Are your prices reviewed periodically? Is pricing an important factor in your marketing efforts? Do customers see your pricing as being in line with the perceived value of your products? Do you need to spend more effort on determining your pricing? Form 13-5 Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Marketing & Sales - Marketing Audit Planning and Marketing Forms 73

74 Company: Marketing Audit Pricing Score each question as it applies to your business. If an item requires your attention check the Action Item box. Do your pricing allow you to make a desirable return on your effort? Do you need to change your pricing structure? How does your pricing compare with your competition? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Distribution Have you defined the various channels to distribute your products? Is your market coverage adequate? Are there opportunities to add new channels of distribution? Are there opportunities to expand your geographic coverage? Are your distribution channels adequately supported in terms of your advertising efforts? Are your distribution channels adequately supported in terms of your public relations efforts? Are your distribution channels adequately supported in terms of your service and support? Are your distribution channels adequately supported in terms of your promotional efforts? Are your pricing strategies effective for your distribution channels? Do you know how to identify additional distribution opportunities? Have you identified additional distribution opportunities? Form 13-6 Marketing & Sales - Marketing Audit Planning and Marketing Forms 74

75 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Networking / Social Media Is your level of in-person networking adequate? Do you target the people you want in your in-person network Do you belong to the right organizations to facilitate your in-person networking? Is your elevator speech adequate? Do you use social media such as Facebook to network? Do you target your social media connections? Do you have a strategy for social media? Is your social media presence adequate? Does your profile on social media support your brand? Web / Internet Do you have an internet presence? Does your internet presence support your brand? Do you have a strategy for being on the internet? Do you use the internet to sell your products? Do you use the internet to showcase your work? Is the internet your main form of advertising? Can you be found by search engines? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 13-7 Marketing & Sales - Marketing Audit Planning and Marketing Forms 75

76 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Sales & Sales Management Do you have a plan for your sales efforts? Are your sales efforts adequate? Do you need to expand your sales efforts? Do you need to improve the quality of your sales efforts? Is your sales staff sufficiently motivated? Is your sales staff sufficiently trained? Is your sales staff sufficiently compensated? Do you have a method to track sales staff performance? Are your sales territories properly defined? Have sales goals and objectives been formalized? Are sales goals and objectives reviewed periodically? Is lead generation for your sales force sufficient? Is your sales staff properly supported in terms of advertising, public relations and promotional efforts? Is the performance of your sales staff adequate? Are your sales management efforts adequate? Do you provide training to upgrade the skills of your sales staff? Is your sales staff large enough to accomplish your overall sales goals? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 13-8 Marketing & Sales - Marketing Audit Planning and Marketing Forms 76

77 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Market Research Do you use market research in developing your marketing plans? Does your market research cover trends in product offerings? Does your market research cover trends in customer buying behavior? Does your market research cover the behavior and strategies of your competition? Does your market research cover the demographics and characteristics of your customer base and prospects? Does your market research include general economic trends and their potential impact on your business? Do you involve others such as sales staff in collecting market research information? Do you use market research to help you target your markets? Do you use market research to help you direct your advertising efforts? Do you use market research to help you direct your public relations efforts? Do you use market research to help you develop your products? Marketing Mix Is your marketing mix in terms of advertising, public relations, promotions and distribution well balanced? Do you place the right amount of emphasis of advertising? Do you place the right amount of emphasis on public relations? Do you place the right amount of emphasis on pricing strategy? Do you place the right amount of emphasis on distribution strategy? Do you place the right amount of emphasis on personal selling? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Form 13-9 Marketing & Sales - Marketing Audit Planning and Marketing Forms 77

78 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Marketing Mix Do you place the right amount of emphasis on promotions? Do you place the right amount of emphasis on market research? Do you place the right amount of emphasis on market planning? Market Opportunities & Threats Have you identified market opportunities and threats? Are you currently exposed to market threats or risks? Are you taking advantage of market opportunities? What is your flexibility for growth? What is your flexibility for recession or economic downturn? Sales Forecasting Do you prepare sales projections? Have your sales projections been accurate? Have sales projections been prepared in a timely manner? Have sales projections provided enough detail? Do you prepare sales projections for individual products / product lines? Do you involve others in developing sales projections? Do you know the effect of seasonal influences on your product / product line sales? Do you know the effect of seasonal influences on customer buying behavior? Form Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Marketing & Sales - Marketing Audit Planning and Marketing Forms 78

79 Company: Marketing Audit Score each question as it applies to your business. If an item requires your attention check the Action Item box. Sales Forecasting Do you track the life cycles of particular products or product lines? Are you aware of economic indicators which may help your anticipate future sales levels or trends? Do you know your breakeven sales volume? Yes / Good No / Poor Sometimes / Average Don t Know Action Item Not Applicable Marketing Planning Do you conduct formal marketing planning sessions? Do you need to improve your marketing planning efforts? Do you involve others such as your sales staff in developing your marketing plans? Do you involve other departments in developing your marketing plans? Do you set goals and objectives in your marketing plans? Are your marketing plans periodically reviewed and updated? Form Marketing & Sales - Marketing Audit Planning and Marketing Forms 79

80 Marketing & Sales - The Four P s of Marketing Company: The Four P s of Marketing The four P s of Marketing is a model to help describe your marketing mix. It helps you organize the strategies for your marketing efforts. Use this form to identify areas where you need to develop strategies, make decisions and implement action plans. Product Brand Positioning & Image Selection Offerings Style / Fashion Quality Packaging Service and support Guarantees and warranties Other: Write a brief description of how the above areas fit into your marketing mix of efforts. Form Marketing & Sales - The Four P s of Marketing Planning and Marketing Forms 80

81 Company: The Four P s of Marketing The four P s of Marketing is a model to help describe your marketing mix. It helps you organize the strategies for your marketing efforts. Use this form to identify areas where you need to develop strategies, make decisions and implement action plans. Price Pricing Strategy Payment and terms Wholesale / Trade Pricing Retail Pricing Discounts Types of payments accepted Other: Write a brief description of how the above areas fit into your marketing mix of efforts. Form Marketing & Sales - The Four P s of Marketing Planning and Marketing Forms 81

82 Company: The Four P s of Marketing The four P s of Marketing is a model to help describe your marketing mix. It helps you organize the strategies for your marketing efforts. Use this form to identify areas where you need to develop strategies, make decisions and implement action plans. Place or Distribution Channels of Distribution (your studio, retail, galleries, art consultants ) Geographic Coverage (local, regional, national, worldwide) Inventory needed and its management Warehousing or storage Transportation and delivery Internet fulfillment Order processing Licensing Other: Write a brief description of how the above areas fit into your marketing mix of efforts. Form Marketing & Sales - The Four P s of Marketing Planning and Marketing Forms 82

83 Company: The Four P s of Marketing The four P s of Marketing is a model to help describe your marketing mix. It helps you organize the strategies for your marketing efforts. Use this form to identify areas where you need to develop strategies, make decisions and implement action plans. Promotion Advertising Sales Promotions Public Relations / Press Personal Selling Direct Marketing (direct mail, , couponing) Social Media / Blogs Internet Distribution / Sales Support Other: Write a brief description of how the above areas fit into your marketing mix of efforts. Form Marketing & Sales - The Four P s of Marketing Planning and Marketing Forms 83

84 Marketing & Sales - Ad Planning Worksheet Company: Ad Planning Worksheet Ad Type Target Publication / Media Publication Contact Detail Target Customers or Audience Objective of Ad Headline Your Story Proposition Offer Call to Action Ad Contact Details / Tracking (phone#, web address, offer code ) Form Marketing & Sales - Ad Planning Worksheet Planning and Marketing Forms 84

85 Company: Ad Placement (cover, back, inside, banner ) Ad Planning Worksheet Ad Details Ad Size / Run Time for Audio / Video Ad Production Details (# of colors, bleed, dpi, file size, color space ) Ad Cost Ad Start Date(s) Ad End Dates(s) Ad Frequency (monthly, weekly, daily, # of issues, impressions, # printed ) Ad Copy Deadline Space Reservation Date Final Proof Date Form Marketing & Sales - Ad Planning Worksheet Planning and Marketing Forms 85

86 Company: Ad Planning Worksheet Sketch You Ad Here Form Marketing & Sales - Ad Planning Worksheet Planning and Marketing Forms 86

87 Marketing & Sales - Pricing Strategy Grid Company: Pricing Strategy Grid For each of your products or product groups identify them on the grid as they relate to your pricing strategy. You can place them anywhere on the grid. Low Quality / Service High Low Pricing High Dollar Store Strategy Shady Business Strategy Great Deal Strategy Luxury Item Strategy Form Marketing & Sales - Pricing Strategy Grid Planning and Marketing Forms 87

88 Marketing & Sales - Breakeven Worksheet Company: Product / Project Breakeven Worksheet Product or Project: Unit Sales Price Production Period Length: Variable Costs Per Unit Sold or Produced for Production Period 1. Direct Labor 2. Materials (List) 3. Sales Commissions / Distribution Costs 4. Packaging / Shipping 5. Components 6. Variable Advertising/Marketing 7. Other Variable Costs (List) Total Variable Cost Per Unit (Add lines 1-7) Fixed Cost Per Unit Sold or Produced for Production Period 8. Indirect Labor 9. Rent 10. Utilities 11. R&D, Masters, Originals 12. Equipment Depreciation 13. Fixed Advertising / Marketing 14. Other Fixed Costs Total Fixed Cost Per Unit (Add lines 8-14) Breakeven = Total Fixed Cost Per Unit Unit Sales Price - Total Variable Cost Per Unit Form Marketing & Sales - Breakeven Worksheet Planning and Marketing Forms 88

89 Marketing & Sales - Your Brand Experience Company: Your Brand Experience Marketing & Sales Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience. 1. How can you differentiate your business? 2. How can you provide the unexpected? 3. How can go that extra mile? 4. How can you educate and increase awareness? 5. How can you entertain, surprise and delight? 6. How can you engage and encourage participation? 7. How can you tell a story? 8. How can you improve your products and provide impeccable service? 9. How can you touch and invigorate the senses? 10. Write a brief statement of how you will create a great experience Form Marketing & Sales - Your Brand Experience Planning and Marketing Forms 89

90 Marketing & Sales - Goals & Objectives Company: Goals & Objective List Marketing / Sales / Brand List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal Form Marketing & Sales - Goals & Objectives Planning and Marketing Forms 90

91 Company: Goals & Objectives Worksheet Marketing / Sales / Brand Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement. Goal Description Specific Measurable Attainable Relevant Time Based Objective Description Completion Date Quantity Target Quality Target $ Cost Other Resources (List) Other Measures of Objective Completion Objective Measurements Final Objective Statement Form Marketing & Sales - Goals & Objectives Planning and Marketing Forms 91

92 Marketing & Sales - Strategy List Company: Marketing Strategy Worksheet Goal & Objective: List Your Strategies For This Goal: Form Marketing & Sales - Strategy List Planning and Marketing Forms 92

93 Marketing & Sales - Action Plan Company: Action Plan Marketing Goal & Objective Strategy Name Action / Task Responsibility Due Date Cost Done Form Marketing & Sales - Action Plan Planning and Marketing Forms 93

94 Visual Business Plan Introduction One of the main benefits of creating a business and marketing plan is not so much in the finished plan document but rather in learning planning techniques and learning to think with a planning frame of mind. Planning is as much about the journey as it is about the destination. Over the years I have read, created and critiqued hundreds of business and marketing plans. The usual plan consists of a large neatly bound stack of paper with a nice cover and some even have eye catching dividers to separate the sections. When you are going for a business loan or other types of financing the banker or venture capitalist expects a standard business plan. Many times the thickness of the plan determines how much attention it will be given. After looking at hundreds of plans I find I have to force myself to wade through a large stack of paper. In my Artrepreneurship course at the Center for Innovation (Metropolitan State College Denver) I require my students to go through the planning exercises in this book. For their final grade they must prepare and present a business and marketing plan for their art business enterprise. The students would start their presentations by dropping their written business plans (a large stack of paper) on my desk before they began their presentation. During one of the plan presentations, one of my best students started his presentation by dropping a single ledger sized paper which was folded in half on my desk. I began to wonder where I failed with this student. The others had prepared a standard business plan in varying thicknesses with eye catching covers and he gives me a large piece of paper folded in half. Without even looking at the paper I called him over and said to him, Please tell me you did more than this. His response was, Yes I have a stack of paper, and I will give it to you after the presentation. Visual Business Plan Planning and Marketing Forms 94

95 He began his presentation by turning on the overhead projector and what I saw as undoubtedly one of the best business plans I have ever seen. The plan was easy to read, easy to follow and showed some real creativity this became the basis of the Visual Business Plan. After his presentation I asked him how he came up with this format and his response was, Artists think visually and this was the best way I could present my plan Bravo! The Visual Business Plan is provided in a PowerPoint format to make it easy for you to consolidate the planning worksheets in this book into an easy to read and follow plan. The challenge for you is to distill your work into short, pithy statements that will fit inside the boxes provided. Feel free to modify the plan to suit your needs. The Visual Business Plan template is available at A part of any business plan is a cash flow projection. An Excel worksheet is provided to help you prepare your cash flow projection. This projection should be integrated into your Visual Business Plan. The Cash Flow Projection template is also available at Visual Business Plan Planning and Marketing Forms 95

96 The Visual Business Plan consists of a five page PowerPoint template that is compatible with many presentation software programs. The plan is sized to fit on a ledger sized page (11 x17 ). It consists of the following sections: Section 1 Situation, Markets, Competition o Your Story or a quick description of your company o Vision o Mission Statement o Internal Strengths & Weaknesses o External Opportunities & Threats o Competition o Products / Services Offered o Product / Service Features o Target Markets o Customer Attributes o Your Competitive Advantages or Your Secret Sauce Section 1 Situation, Markets, Competition Planning and Marketing Forms 96

97 Section 1 Situation, Markets, Competition Planning and Marketing Forms 97

98 Section 1 Situation, Markets, Competition Planning and Marketing Forms 98

99 Section 1 Situation, Markets, Competition Planning and Marketing Forms 99

100 Section 2 Goals, Objective and Strategies o Your Overall Goals, Objective and Strategies for: Marketing / Sales Products / Services Accounting & Finance Studio & Facilities Production Management / Organization o Marketing Strategy Detail for: Advertising Public Relations Distribution / Sales Direct Marketing Pricing Promotions Web and Internet Networking / Social Media Section 2 Goals, Objective and Strategies Planning and Marketing Forms 100

101 Section 2 Goals, Objective and Strategies Planning and Marketing Forms 101

102 Section 2 Goals, Objective and Strategies Planning and Marketing Forms 102

103 Section 2 Goals, Objective and Strategies Planning and Marketing Forms 103

104 Section 2 Goals, Objective and Strategies Planning and Marketing Forms 104

105 Section 3 Organization Chart & Bios Use this section to create an organization chart and talk about key personnel and your personal brand story. The organization chart is presented as a functional type modify it to suit your needs. Section 3 Organization Chart & Bios Planning and Marketing Forms 105

106 Section 4 Cash Flow Budget This section incorporates the 12 Month Cash Flow Budget you prepared with the Excel spreadsheet template: Cash Flow Budget Visual Business Plan.xls. Modify the Cash Flow Budget to suit your needs. Section 4 Cash Flow Budget Planning and Marketing Forms 106

107 Section 5 Plan Timeline This section of the plan will allow you to visually show your major strategies along with the action steps required to achieve them on a calendar like chart. Section 5 Plan Timeline Planning and Marketing Forms 107