Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"4. Highly competitive rates, reflecting a 65 percent overhead and 6 percent G&A5. Comprehensive R&D program in place leading toward new FY 2004 products and services6. 20 certified engineers in niche technology areas7. Good reputation in the marketplace, as evidenced by being on 10 major prime and 10 small businessteams pursuing major ($25 million) programs8. Highly experienced technical staff, as evidenced by average experience of 15 yearsThese examples of five-year goals all identify something that distinguishes the company from thecompetition.Page 103EXERCISE 28: DESCRIBE YOUR FIVE-YEARCOMPETITIVE DISTINCTION GOALSUsing one or more of the examples shown in the precedingtext, or other mission statement distinctions you have defined(distinguishing characteristics), document one or two fiveyearcompetitive distinction goals in your business plan (seeAppendix B).Strategic Marketing GoalsYou should have several goals supporting the answer to the fourth mission statement question,regarding what your major marketing strategies are (Exercise 29). It's very important to identify somemeasurable milestones toward achieving this critical element of your mission statement. Examples ofmajor marketing strategy goals follow:1. High visibility in the market, as evidenced by publishing 4 papers, actively participating in 5professional organizations, participating in 3 trade shows, publishing 12 press releases, and advertisingin 3 industry trade journals2. Niche products generating half the company revenue3. Advertising budget equal to 1.5 percent of gross revenuesfile:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (117 of 219)16.02.2005 13:54:23