Day 34: The Marketing Plan

Photography by Sidney Diongzon

Photography by Sidney Diongzon

Start by doing what’s necessary; then do what’s possible; and suddenly you are doing the impossible.
— St. Francis of Assisi

The first issue I have with my business plan is a weak marketing plan. It's full of theory and wishful thinking without any practical steps to reach my first customer. There is no business without customers. There are no customers without marketing. So where do you even start? Locally

For me, I have a handful of people I personally know that I can possibly do business with. I'll need to produce some spec videos and marketing campaigns to give my potential clients an idea of what I can do. I'm even open to doing some work for free just to start off with. Either way, I'm going to start small.

If you're selling products, talk to local small mom-and-pop shops and become a regular supplier. If you're a dog cleaner, go to your local animal shelter and offer your services to them at a discount rate. If you're a photographer and a mom, and want to make a little bit of side money, offer to shoot your kid's soccer games. Whatever your business is, start small before you take the big steps. 

Today, I'm going to make a list of at least five people and/or local organizations to do business with. I suggest you do the same. This is the part of your business where you explore. It's going to be challenging, but it will pay off when you begin to make consistent money. Find friends. If none of them have businesses, find those who do and make friends. It's all about who you know.