18 Pulling the Plan Together

What I recommend you do first is to go back through the various case histories. Change numbers here and there to see what happens to the overall goals or objectives of each file (you can even save your “trysies” with different names). Play around. Get familiar with each of them. When you feel comfortable with the case study files, open up the software with the files for your data and start inserting some facts or numbers and then complete your objectives and strategies. You can start with any file, but I suggest you follow the book.

On customer analysis (see Chapter 4), what you are looking for is who really makes the buying decision and what turns them on. You don’t start by describing what your product or service ...

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