HBR 20-Minute Manager Boxed Set (10 Books) (HBR 20-Minute Manager Series)

Creating Business Plans

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for your venture’s success. It also provides another

opportunity to demonstrate how the mission and

philosophy of your venture feeds your plan to drive

sales and sustain customer loyalty. Readers—inves-

tors and corporate leaders alike—will want to see

that you’ve thought carefully about how your specifi c

marketing objectives will help you achieve your sales

goals. Here are some key factors to consider as you

create your marketing plan:

• Concentrate on the opportunity. What is the

specifi c customer problem that your product or

service solves? For example, you may be fi x-

ing a weakness in the competitors’ services by

offering product guarantees that aren’t avail-

able elsewhere. Or perhaps you have a way to

make diet ...