Читать книгу 30 Days to Online PR and Marketing Success - Gail Z. Martin - Страница 5

If the idea of creating a business plan makes your eyes glaze over, don’t worry. This chapter isn’t about the kind of detailed business plan you’d need to get a loan from a bank or money from a venture capitalist. In fact, the kind of business plan I’m going to show you just might be the most dynamic document you’ve ever created, and it is likely to be the most profitable.

If you’ve already written a business plan, dust it off and take a look at it. If it’s more than two years old, its shelf life has expired. Why? Consumer expectations are constantly changing in response to economic conditions, new technology, and lifestyle shifts. So be prepared to make some changes in your approach to assure that it’s up to date.

If you’ve never written a business plan, you’re about to find out how to make it your most powerful marketing tool. Pull out a pad of paper and a pen and let’s get started.

Define Success in Your Own Terms

Start off by defining what you mean by “success” for the next 12 months. Success can mean different things to different people. Your definition should be what will satisfy you, and it’s likely to evolve through time. But unless you know what your success target is for the immediate future, you won’t know when you’ve hit the mark.

Here are some ways to define business success for any given year:

– Profit.

– Market share.