Marketing Template - Marketing Strategy

LOCATING TARGET MARKETS 
If any "channel" is involved then mention channel also as a target market
If any strong influencer is involved then mention the influencer also as target market
If B2B then define the DMU and answer this issue 

• Define customers 
• Estimate their numbers
• Classify them in the most relevant way 
• Figure out relative attractiveness of these segments
• Select the primary and secondary target segments 

POSITIONING US IN THESE TARGET MARKETS

For each target market work out

• who are the target customers?
  whom do we want to serve?
  who is the hero of our stories ?
• what is the application?
  the battle arena
• what is the payoff the customers want?
  What brings tension relief?
  what do the target customers want to achieve / fix / avoid ?
• Readiness of our target customers?
  Do they have a plan, budget, criteria. mission, organization
• what are they doing now ?
  who are we competing against ?
• How relevant / important is the role of we offer to our customers?
  Or the role of the solution provider is bigger?
• are we market developers or market fighters?
  we sell category or product?
• what is our offer?
  what weapons are we using? what is our marketing mix?
• How is our offer better than others?
  how our mix is better than those competing for the same customer / application

ROUTE TO MARKET

What "search paradigm" have we assumed for which segment

• If "searching" for customers directly or through partners answer
• how will we identify prospects
• how will we reach and engage prospects
• how will we communicate and convince
• how will we close and invoice
• how will we deliver and collect
• how will we train and handhold
• how will we support 
• how will we be there whenever there is a need or an opportunity

• If the customer "searches" for us
• where will they come from
• criteria for their selection
• what will be their job description
• how will we motivate and compensate them

• Number of  people and organization needed to achieve the above