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My Start-Up Plan: The business plan toolkit by Brad Crescenzo, Clare Griffiths

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6. Marketing Activities

In Chapter 3 (‘Products and Services’) you developed a clear business offering for your customers. In Chapter 4 (‘Benefits and Impact’) you identified the benefits and unique selling points of your products and services. You know who your customers are and what they need. You have also determined what values and characteristics you want your business to reflect. The challenge now is to identify some key marketing messages that capture all of the above – the benefits and unique selling points of your products and services, as well as the values of your business.

Your marketing messages should be easy to understand ...

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