Writing an award winning business plan is a great skill, but rather than winning any awards you need to get funded. A marketing plan then covers what is generally called the 4 Ps of Marketing: Product (description of the products or services offered), Promotion (the promotional tactics to be used), Pricing (the pricing strategy for the business), and Place (the location for a retail facility or other means of distribution for the product or service).
A business plan, as defined by Entrepreneur , is a written document describing the nature of the business, the sales and marketing strategy, and the financial background, and containing a projected profit and loss statement.” However, your business plan can serve several different purposes.
Before you even begin writing a business plan, you should decide who it will be targeted at. Business plans can be externally focused”, which is to say that they target people outside of the company (e.g. investors or lenders), or they can be internally focused”, which is to say that they target people inside the company (e.g. managers or workers).
While this may seem like additional work on top of the market segmentation that you have already done, having a solid buyer persona will be an extremely useful tool to help you identify the marketing and sales tactics you’ll need to use to attract these ideal customers.
2In a comparison of health plans across the United States, the national consulting firm Aon Hewitt reported for the eighth year in a row that we’re the most cost-efficient plan in the markets we serve — 12 percent more cost-effective than the average HMO and 17 percent more cost-effective than the all-plan average.