MARKETING PLAN
Purpose: to create, plan, implement and track progress of a program of relevant identifiable activities which are designed to publicize my legal consulting and business brokerage enterprise in order to: attract and retain clients and; to establish long-term relationships through the provision of quality services. Constraints: This plan is intended to be practical and realistic taking into account capacity and resource (marketing budget) constraints. Strategy: This business will be promoted through a range of integrated advertising/public relations material and methods. My primary methods will be: Lead generation through existing network of professional acquaintances, friends and relatives; 2. Network development of personally affiliated religious bodies; 3. Development of partnerships with relevant public and private sector individuals and entities to reap the benefits of BEE (I am a designated beneficiary of BEE in terms of legislation). The Plan: My plan to achieve my goals are tabulated below: SOURCING OF BUSINESSES FOR SALE AND BUILDING BUYERS DATABASE Source Contact person & Details STEPS TO BE TAKEN 1. Inform of new business and services offered. 2. Discuss applications for their existing businesses. 3. Request leads for sales/buyers. 4. Encourage to continuous provide leads/referrals with or without compensation. MARKETING TASK Estimated Target COST Date 1.
1. Listed in Professiona appendix 1 l& business acquaintan ces
1. Telephone call 2. Personal appointment – provide promotional pamphlets/ business profile with business cards and copies thereof for distribution. 3. Follow-up confirmation by letter/ e-mail-note persons preference. 4. Compile list of referrals/leads. 5. Initiate contact with referrals by tel. /e-mail/letter whichever is appropriate.
2. Religious organisatio ns: Temples & Chairperson/ 1. Inform of business 1. Tel. Contact & make associated secretary and services. appoinment. bodies ie. listed in 2. Discuss benefits to 2. Make oral presentation to
Cultural business forums
appendices 2 organisation: %age &3 contribution of net pre-tax income as donation for successful referrals from members or festival sponsorship in return for advertising in flyers and pamphlets. 3. Seek permission to address specific group (business members) and request details. 4. Address selected group – stress qualification for interest group membership discounts or their indirect contribution to benefits received by the organisation. 1. Introduce services to owner. 2. Stress benefits – accessibilty, competitive prices, quality comprehensive service.
control body. 3. Distribute notices of presentation with date, time, venue and subject matter to selected members. 4. Make presentation & distribute written presentation material with business cards/ promotional pamphlets stipulating business details and services provided.
3. Listed in Personally appendix 4 identified SME's
1. Cold call/ initiate tel. contact if known owner. 2. Send e-mail/ post or hand promotional letter of services. 3. Provide comprehensive business profile if subsequently requested.
4. BEE Associates 1. Personal Listed in BEE appendix 5 associates (Black attorneys): they already have personal knowledge and experience with high net worth clients thus able to prospect 1. Notify of business and services – stress BEE related services and applications offered. 2. Invite referral of suitable clients for specialist services or component of service (at a fee/commission). 3. Request leads to association/network/f orum members and initial introduction OR arrange for provision of 1. Tel. contact. 2. Send e-mail / promotional letter. 3. Compile list of leads provided. 4. Initiate and maintain contact – e-mail/letters. 5. Make presentations to referred groups.
ideal clients – perfect candidates for BEE advantages. 2. BEE Listed in financing appendix 6 institutions
collective presentation.
1. Initiate contact and stress my BEE status and provision of services relevant to BEE applications. Encourage entering into mutually beneficial partnering arrangements (on supplier database) – preferential treatment for doing background work (vetting/qualifying) for financing referrals at a fee/commission/subsi dy; 1. Publicize business and services; 2. Focus on target local & regional market - Compile list of local newspapers, rates, discounts & requirements.
1. Send e-mail initiating contact with business profile attachment. 2. Maintain follow-up contact – tel./e-mail contact.
5. General Public
1. Word of mouth. 2. Daily/Weekly/ Monthly advertisements in local/regional newspapers – check compliance with minimum criteria for my adverts.
Media for specific business sale publicity: Set out below in chronological order with time-lag/ precedential allocation: 1. 2. 3. 4. Tel./e-mail contact with internal network of qualified buyers; Mailing lists to internal network of lead generators; Placement on Business Brokers Network; Advertisements in relevant local or regional newspaper/publication.
NOTE: This plan is subject to review, amendment and regular updates. Appendices (contact names and details) and annexures to appendices (draft promotional letters, pamphlets/flyers, advertisements, business profile etc.) inclusive form a composite part of this plan and are equally subject to regular review.