Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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1. Executive Summary
Your executive summary provides an overview of your plan in about two minutes.
You should not assume that everyone who reads your plan will know your business
well. Therefore this summary gives the reader that background. The opening
sentence lists your business name, what it does, where it is located, and your target
audience. For example, “Write for Results is a Madison, Wisconsin, consulting
firm that focuses on enhancing writing skills for employees of Fortune 500 companies.”
If more description is needed, add another sentence that might include
sales growth or marketing strategy over the past year or two
Add a sentence or two about the changing situation with regard to your competitors
and your customers. Discuss expansion into new markets and expansion
of current business as well as what opportunities and threats this poses. Then add
an explanation of how you intend to address these opportunities and threats.
Close with your positioning plan and your sales objectives. For example, “Write
for Results will maintain its position as the premier writing skills firm that guarantees
fast results. The company plans to increase sales by 15 percent and add five
new clients during the year.”
2. Assess the Situation
Return to Chapters Two and Three to obtain information for this section. You
should be able to summarize all the assessing and exploring you did about your
organization, your competition, and your clients.
Assess Your Consulting Company Define your business by going into more depth
than you did in the executive summary. Add how long you have been in business
and why you started your consulting firm. Discuss the kind of work you conduct,
your specialty, and the reputation you have earned. Include your mission statement
and your vision as well.
Add the information about your management plan, who is in your organization,
and what marketing responsibilities they have. If you subcontract, briefly discuss
these arrangements. Briefly discuss your customer base, the size, the industries that
are represented, and changes you anticipate that may affect your business. Explain
your financial situation and provide your projections. Summarize your strengths
and weaknesses.
Assess Your Competition Rely on your assessment in Chapter Three to complete
this section. Define who your competitors are and how they differ from you in
Marketing Your Consulting Services