Practice Routines for Planning How Revenues are to be Generated

One aspect of running any small business successfully is always to have formulated and be testing out an experiment that predicts how a particular annual sales revenue will be achieved. How is such an experiment formulated?

This module of six “thought and practice” sessions introduces the idea of the marketing circle and the sales loop. Every revenue planning experiment involves a step by step journey around the marketing circle and the sales loop, carefully reviewing the material presented and the questions posed. This is the means by which “best” plans are formulated as to how new revenue goals for the business are to be met.

Every thought and practice session pushes you to think more deeply about the “why” questions so necessary in order to come up with creative answers as to exactly what needs to be done differently so as to achieve an outcome not yet attained. Each session provides background reading and work assignments to help focus your thoughts on various options.

These sessions are designed to promote deeper thinking about specific marketing questions:
Session 1: Why does a product fit in a particular market niche? Why does it have a particular selling price?
Session 2: What are the characteristics of people most likely to become customers?
Session 3: What is the actual message that will best communicate to them the purchase opportunities offered?
Session 4: What are the best means to broadcast this message and how are actual sales to be achieved?
Session 5: How does all this come together in a cost analysis?
Session 6: How does all this get put together in the form of a detailed marketing plan?

The final outcome will be a well thought out experiment carefully defining every step in the plan whereby a “predicted” level of sales revenue is to be generated, including all the marketing and sales costs that will be required. Our unique online group learning approach will give everyone in the group a sounding board to help ensure confidence that proposed experiments are indeed good ones.