Writing a Marketing Plan


  • Use a direct, professional writing style. Use appropriate business and marketing terms without jargon. Present and future tenses with active voice are generally better than past tense and passive voice.
  • Be positive and specific. At the same time, avoid superlatives (such as terrific, wonderful). Specifics are better than glittering generalities. Use numbers for impact, justifying computations and projections with facts or reasonable quantitative assumptions where possible.
  • Use bullet points for succinctness and emphasis. As with the list you are reading, bullets enable key points to be highlighted effectively and with great efficiency.
  • Use “A level” (the first level) and “B level” (the second level headings under major section headings to help readers make easy transitions from one topic to another. This also forces the writer to organize the plan more carefully. Use these headings liberally, at least once every 200 to 300 words.
  • Use visuals where appropriate. Illustrations, graphs, and charts enable large amounts of information to be presented succinctly.
  • Shoot for a plan 15 to 35 pages in length, not including financial projections and appendices. An uncomplicated small business may require only 15 pages, while a new business startup may require more than 35 pages.
  • Use care in layout, design, and presentation. Laser or ink-jet printers give a more professional look than  do dot matrix printers or typewriters. A bound report with a cover and clear title page adds professionalism.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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The Emotional


Unless you are more powerful than a locomotive, faster than a speeding bullet, and able to leap tall buildings in a single bound, minding your own business will be emotionally taxing. The mental and physical energy you put into it will at times leave you quite spent. If you don’t know how to refuel and refresh properly you’ll find yourself constantly out of sorts, fuzzy-minded, and ripe for depression. Even when things are on track, if you’re the type who has a prosperity for “borrowing trouble” the mere responsibility of failure is enough to keep you skittish and in knots. Of course, when problems arise matters can become all the worse since the buck both starts and stops with you. If you have only yourself to kick for a problem and lack a healthy sense of self, you could end up abusing yourself. Needless to say, when things go away through no fault of your own, the frustration, if not properly handled, can be devastating. Moreover, until your business begins to pay off you will be susceptible to bouts of doubt and second-guessing that can be debilitating.

 If after having counted all the costs you’re still undaunted about starting a business either immediately or in the near future, then it’s time to get all your ideas and expectations down in black and white by drawing up a comprehensive business plan.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight