The Marketing Process

Square One

Every successful business starts with an idea.

Idea Transformation

The marketing process is iterative and continuous. To maximize outcomes the process should be collaborative and integrate multiple feedback loops designed to test your initial concepts. Through this, your original idea is vetted and refined, resulting in the creation of the final product or service.

The Development Phase

Define features/functionality
Define target market- size and growth potential
Estimate expected penetration
Determine costs, pricing, and overall profitability
Evaluate impact to existing products
Evaluate customer impact
Review competitive landscape
Evaluate distribution strategy
Validate manufacturability
Forecast initial production cycle
Assess risks and opportunity costs

The Launch Phase

Generate a project plan
Create a product support plan
Develop messaging/positioning
Develop the sales strategy and tools
Develop internal/external announcement
Marketing plan
- Advertising/promotion
- Social media
- Website
- Public relations
- Collateral materials

Revenue and Growth

Having transformed your idea into a valuable product or service, the process turns to revenue generation. In parallel, planning begins for "what's next" - iterations of the existing concept, complementary offerings, and/or opportunities to target new markets. On on-going challenge becomes identifying the most likely catalysts for growth.

Adjustment/Sustainability Phase

Review costs and manufacturability
Monitor initial feedback (customer and channels)
Validate marketing/sales strategy
Validate pricing strategy
Review and assess support plan
Make the necessary adjustment
Plan your next move