SMALL BUSINESS FUNDAMENTALS TRAINING

COURSE SYLLABUS

· Out of the Enclave: what the market will bear
· Defining Marketing - Defining marketing in your own language. Defining promotion, sales and public relations in the same fashion.

III. The Marketing Process - Discussion of strategy and the need for it.

IV. Marketing Research - The importance of information. Key elements

· Who will buy products/services?
· What benefits will customers receive?
· How will customers obtain product/service?
· Who are major competitors?
· What is the current status of your industry or field?

V. The Marketing Plan. Based on fact, from valid sources. Know your product.

VI. Sample Marketing Plan

· Mission Statement - succinctly describes primary function of the business
· Market potential analysis

ü Target market
ü Market trends
ü Competition

· Strategies (Action Plan)

ü Specific positioning statement
ü Advertising and promotion
ü Budget

VII. The Four P's · Product - determine advantages of product/service. Answers question: what needs does it fulfill? · Place - Where is business located, and the means a business owner uses to get a product or service to the consumer · Price (includes a worksheet for pricing services and products)

VIII. The Retailer's Mark-up. Explains misconceptions, how to calculate

IX. Calculating Break-even - a worksheet.

X. Promotion. Differences between promotion and advertising. Advantages of advertising/promotion · Methods: Brochures, flyers, newspapers, radio, direct mail, telemarketing · Public Relations

XI. Selling - A psychological Science. Discusses elements of selling: attention, interest, conviction, desire, close

XII. Addendums: Customer Profile Worksheet, Feature/Advantage Analysis, Product Strategy, Features and Benefits of Product/Service, Physical distribution worksheet, competitor review worksheet, Industry Review Worksheet.