a. What methods will be used for each market segment previously
identified – TV, radio, journals, magazines, direct mail, trade shows,
etc.? Are there co-op opportunities with suppliers?
b. Describe any advertising materials proposed or developed.
c. What type of promotions will you use?
d. What results do you expect from advertising and promotion efforts?
e. Include a schedule of activity by month, including costs.
2. Pricing
a. What is the pricing strategy? Why was it chosen?
b. Compare pricing strategy to competitors, and explain its advantage for
the company.
3. Place
a. Discuss the strengths and weaknesses of the location.
b. What are the sales and distribution tactics that you will use to market
the product or service? internal sales force? outside sales persons?
distributors? Discuss any selling salaries, contracts, commissions, or
other costs in the distribution channel such as margin requirements.
4. Persuasion – personal selling
a. Will you sell direct to the end customer? If not, discuss the distribution
methods that will be used.
b. Discuss the customer service philosophy.
c. What are the service and warranty policies?
VII. Management and Operations
A. Management Team
1. Describe the organizational structure including a brief job description for
each position. Include an organization chart if appropriate.
2. What personal business experience do you have? What industry
experience do you have that lends itself to the success of this new
venture?
3. Who is on the management team? Include resumes in the appendix.
4. What, if any, training will be required to address weaknesses? Describe
ongoing professional development.
5. Have you selected a Board of Directors/Advisors/Management Resource
Team? Identify them and their areas of expertise.
B. Personnel
1. Describe the labor market in terms of unemployment rates, education,
background, and experience as it relates to the business.
2. Do you anticipate difficulty in finding and recruiting employees? If so,
please discuss how you will overcome them.
3. What, if any, initial training will be required? Describe ongoing training
programs.
4. Briefly describe the personnel policies and include a copy of the personnel
manual in the appendix.
C. Operations
1. Government regulations