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It's Your Biz by Edie WEINER, Ellen R. KADIN, Susan Wilson SOLOVIC

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CHAPTER 6marketing and sales strategy

Many a small thing has been made large by the right kind of advertising.

—Mark Twain

EVERY BUSINESS needs a strategy to identify and reach customers, and to get those customers to buy its product or service. That’s why your business plan must include a section devoted to marketing and sales strategy. This is where you define the market opportunity and describe who your customers are, how you are going to reach them, what you are going to charge them for your product or service, and how you are going to convince them to choose your business over a competitor’s operation.

Who Are Your Customers?

In the last chapter I discussed business purpose and core values. Your answer to that initial question—What’s your ...

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