Preparing a great Business and Marketing Plan
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Transcript of Preparing a great Business and Marketing Plan
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Preparing a great Business and Marketing Plan
Neil HackleyDirector of Franchise Support
Suzanne GeelFranchise Marketing Consultant
Channel 64
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Please Be Courteous
• Set all cell phones to vibrate• No texting or talking on phones
during presentations• Be respectful to presenters and
attendees• Hold questions till the appropriate
time
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Goal setting1. Financial budget2. Business plan3. Marketing plan
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Good Planning is the cornerstone of any successful business
“If you fail to plan, you plan to fail."
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How many of you had a plan when you opened your
restaurant?
Why would you not have a plan to operate your business?
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2011 Planning Tools1. Financial budget2. Business plan3. Marketing plan
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Financial Budget1. Budget accurate and realistic2. Measure budget vs. actual3. Take the time to do it right4. Deadline November 22nd
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Business Plan1. Start your 2011 business plan now
2. Plans are due by November 22nd
3. Choose goals & objectives wisely
4. Involve mgmt & team members
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Marketing Planning
System-wide initiativesRole of local marketing
Planning process Planning tools
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• 2011 Key promotional periodsValentine’s Day
National Cheese Fondue Day
Mother’s Day
BNO Launch
Father’s Day
December Holidays/Gift Cards
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• Local Marketing Address unique opportunities of each location
Flexibility for local pricing & promotions
Guest engagement as traffic driver
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• Planning Process
STEP 1: Develop strategies NOT tactics
Develop strategies utilizing Consumer Insights & Data– Who are true users?– What do they want? – What are roadblocks?– Pmix, discounts, promo, events
*Results will be KEY TO 2011 PLANNING
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STEP 2: Sales Projections & Budgets
STEP 3: Develop Communications Calendar
STEP 4: Explore Tactical optionsHow/when to use different media?Costs?
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STEP 5: Complete Planning Template
STEP 6: Review with FBC/FMC DRAFT DUE DEC. 1
STEP 7: Implement, Analyze & Revise
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• Planning Tools
Things to consider….
Historical Sales Trends
Competitive Situation
Life-cycle of location
SWOT Analysis
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• 2011 Local Marketing TemplateSAMPLE…
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Smart Goal setting1. S = Specific2. M = Measurable3. A = Attainable4. R = Realistic5. T = Timely
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