But, I don't specifically mean my own Marketing Plan S6PEC Framework because there are so many versions and gurus out there that can give you the benefit of marketing plan. Of course I am going to say mine is a lot better because it's a practical and practitioner's guide. Other than being a consultant, I also have performed marketing manager role, entrepreneur role, business manager role, investor and student of entrepreneurship (during my MBA!). But that's not my main point. My main point is for you to have a marketing plan to guide your business. Which one? Well it is up to you!
Customer Segment _ this is talked about most of the time, but let's accept the fact that today's customers are fragmented to smaller niches. Your product and service will not be consumed by only one segment and at critical mass. it is likely to be consumed by smaller segment and multi. No more critical mass, but rather a solid spread of niches. For example, who buys iPod's today? If Apple only think about yuppies they are making a big mistake because apparently iPod is also used by women and people with active lifestyle. Another example, who buys from hypermarket? If hypermarket only focuses on households they may not survive or be successful like today. Hypermarket main segment is actually small business restaurant operators that buy in larger quantity compare to households and on daily basis. I've been there, I know! LOL