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Do you have a Strategic Plan?
Is it focused on your unique market position
(or unique selling proposition)?
Or is it primarily focused on financialsand operations issues?
Strategic Marketing Plans identify your unique position through
the discovery and analysis of your geographic market areas, keytarget customer or member segments, your primary
competitors, and your own strengths and weaknesses.
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Review
Goals and
Plans
Conduct
External
Analysis
Conduct
Internal
Analysis
Complete
SWOT
Assessment
Develop
Strategies
and
Objectives
Develop
and
Implement
Action Plan
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Weve reviewed dozens of strategic
planning books, systems, and web sites.
While all useful, educational, and
insightful, some were not practical, easy
to use, or affordable.
So, in order to fulfill our mission of
bringing our clients creative, thorough
marketing strategies, we developed
Fuchsia Shortcuts.
These interactive worksheets are
part of our Strategic Planning Series
and are designed to help you focus
on one quick element at a time,
keeping you from becoming
overwhelmed by research and data,and to stay honed in on what
matters most those things that
make a difference to your business,
from the inside or out.
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The E-Scan is part of the External
Analysis and identifies key areas
outside of organizational control but
which can impact goal-attainment
and the effectiveness of operational
and marketing strategies.
Fuchsia Shortcuts Environmental
Scan is a four-page worksheet
designed to facilitate listing potential
issues and trends by categories such
as Legal, Economic, Demographic,
and Cultural, then selecting the most
important.
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The Market Analysis, the second
phase of the External Analysis,
identifies your geographic market
boundaries and key target segments
within them through a review of
defining data points.
The Fuchsia Shortcuts Market Analysis
Worksheet includes a template to
work through each of your markets
identifying characteristics such as
Demographic, Social, and Economic.
The worksheet aids in identifying andprioritizing potential target customer
segments for each market and
profiling each high-priority segment.
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The final phase of the External
Analysis, the Competitive Analysis,
identifies and profiles your primary
competitors in order to position
effectively against them.
The Fuchsia Shortcuts CompetitiveAnalysis Worksheet facilitates
brainstorming a list of all possible
competitors by market, segment, and
product, including traditional
competitors, niche players, and new
entrants.
The template provides for profiling
each high-priority competitor by
topic, including Markets, Products,
and Strategies.
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The Internal Analysis identifies key
areas within organizational control
that can impact goal-attainment and
the effectiveness of operational and
marketing strategies.
The Fuchsia Shortcuts InternalAnalysis Worksheet facilitates a
three-page inventory of key internal
resources and capabilities by
category, including Offerings,
Marketing, and Human Resources.
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The SWOT Assessment reviews all of
the internal and external analyses to
discover strengths, weaknesses,
opportunities, and threats.
STRENGTHS are internal factors to be
capitalized upon.
WEAKNESSES are internal factors that
need to be resolved.
OPPORTUNITIES are external factors
to be exploited.
THREATS are external factors to be
avoided or mitigated.
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The Strategies & Objectives are where
the rubber meets the road. All of the
research and analysis has led up to
this.
Based on the SWOT assessment,
strategies and objectives formulateyour unique position in the market
place. Ideally, they take advantage of
your strengths and opportunities and
mitigate weaknesses and threats.
Strategies and objectives provide a
unified platform from which to buildaction plans that work towards a
common goal.
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FOR YOU program
WITH YOU program
INTEGRATED program
do-it-yourselfREVIEW
We offer several Strategic Marketing Planning
programs designed to meet your planning needs
and fit your culture. All are expedited so that
you can get started on implementation quickly.
Action Planning is a separate but critical program; contact us for information.
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Fuchsia completes the strategic marketingplanning process on your behalf.
STEP 1
The process
begins with a
one-hour
interview to
formulate
the basis ofthe research.
STEP 2
Fuchsia
conducts the
research and
completes
the analyses,
assessment,and
strategies.
STEP 3
The SMP is
provided to
you for
review,
distribution,
actionplanning,
and imple-
mentation.
program
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Fuchsias research and analyses includes:
Profiles for up to three geographic
areas and the identification of three
target segments each, and profiles
of up to five key overall target
segments.
A three-page inventory of keyresources and capabilities and
their potential impact on goal
attainment.
Completion of the four-pageEnvironmental Scan Worksheet
including the possible impact of up
to five critical issues to be
addressed.
Discovery and itemization of
strengths, weaknesses,
opportunities, and threats.
Strategies and objectives basedon the research and analyses.Identification of all primary
competitors plus profiles and
analysis of up to five of the most
important.
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Fuchsia facilitates a session with your team in order to
complete the strategic planning process.
Half-Day Session
3.5 hours
Half-Day Sessions are ideal for smallorganizations with a single location.
Overview/Goals/Plans 15 min.
Environmental Scan 15 min.
Market Analysis 20 min.
Competitive Analysis 20 min. Internal Analysis 20 min.
SWOT Assessment 60 min.
Strategies & Objectives 60 min.
Full-Day Session
7 hours
Full-Day is recommended for organizationswith more than one location or market.
Overview/Goals/Plans 30 min.
Environmental Scan 30 min.
Market Analysis 40 min.
Competitive Analysis 40 min. Internal Analysis 40 min.
SWOT Assessment 90 min.
Strategies & Objectives 2.5 hrs.
program
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This program is a combination of FOR YOU and WITH YOU.
Fuchsia conductsbrief interviewswith your keystakeholders
about goals,plans, and criticalissues.
Fuchsiaindependentlycompletes theEnvironmental
Scan and Market,Competitive, andInternal Analyses.
Fuchsia facilitatesa half-dayplanning sessionwith your team to
review theanalyses andcomplete theSWOT assessmentand strategydevelopment.
program
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Complete the Strategic Marketing Planning Worksheetsyourself and Fuchsia reviews them.
Develop your strategies and objectives
based on the analyses.
Download all of the interactive Fuchsia
Shortcuts worksheets from our web site(theyre free) and complete them yourself.
Fuchsia provides an independent review
and written assessment of your results.
do-it-yourself
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$2250 plus travel expenses
$2100
$450
Contact us for a custom quote.
$900 plus travel expenses
$1575 plus travel expenses
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Traci TuckerPresident
813.244.7823
www.FuchsiaFocus.com [email protected]
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