I had the great opportunity to work with Michael Sawitz when I was developing Animal Legs, Making Crutches Cool for Kids with my son Billy. In the sessions I learned of the lean start-up program specifically the business model canvas from BusinessModelGeneration.com. A challenging and exciting “road map” to replace the cumbersome business plan. I have since modified the map with a focus on MARKETING.

The Blacktop Strategic Marketing Map

CLICK HERE TO DOWNLOAD YOUR STRATEGIC MARKETING MAP

  • Specific Segment – Which segment of your industry are you practicing in?
  • Unique Value Proposition – What attributes make you memorable, useful, and valuable?
  • Competitive Advantage – Business concept describing the attributes that allows a business to outperform its competitors. 
  • Mission – Declares the purpose of your business and defines the reason for the company’s existence.
  • Vision – An aspirational description of what your business would like to achieve or accomplish in the future. It is intended to serve as a clear guide for choosing current and future courses of action.
  • Theme – A brand requires a consistent marketing message. We use themes to help maintain that consistency.
  • Competitor Analysis – What are your competitors currently doing in the industry to create value? How can you jump their current trend to a new ideal?
  • Customer Relationships – What type of relationship does each of our customer segments expect us to establish and maintain? Which ones have we established?
  • Challenges – What are the items that are holding you back? Budgetary, available resources? How can you capitalize on those challenges and make them a solution?
  • Solutions – What are some of the projected solutions to the challenges above?
  • Key Resources – What resources (physical, intellectual, human, procedural) does our Unique Value Proposition require? What resources are required for our distribution channels and customer relationships?
  • Tools – What tools will we be using to fulfill the challenges?
  • Key Activities – What needs to be done to perform our Unique Value proposition? What activities are needed for our channels and customer relationships?
  • Accountability – Who will be working on and managing the progress of these goals?
  • Channels – Through which channels do our Customer Segments want to be reached? How are we reaching them? How are our Channels integrated? Which ones work best? Which ones are most cost efficient? How are we integrating them with customer routines?
  • SMART Goals – Specific, Measurable, Attainable, Realistic and Timely projections of the future.
  • Expectations – What are we expecting to accomplish?
  • Calendar – Schedule activity to reach your goals. How do the activities interact? Set Contingency plans.
  • Call to Action – What is the primary activity we want from the audience response?
  •  Metric Reporting – How will we know if these concepts are working? Measuring the program helps to ensure the viability of the budget and resources as well as give you the knowledge needed to expand or delete parts of the program.
  • Benchmarks – Assessment of where we are at right now. What are our challenges and victories with tangible and intangible assets?

At Blacktop Media I have had great success with this model and it is my goal to help all of my clients; past, current and future to succeed. I’d like to share this map for free, simply email me at TonyC@BlacktopMedia.net and request yours.

We appreciate the opportunity to contribute to your success!