Difference between revisions of "Marketing Plan"

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=Deadlines and Timetable=
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=[[Strategic Planning]]=
''Just an Idea... please tell us if these dates are viable''
 
* [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis'''] - ''Deadline 2007.12.10''
 
* [[SWOT Analysis]] - ''Deadline 2007.12.10''
 
  
=Marketing Plan Outline=
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=[[Marketing Plan Outline]]=
  
 
  This is and outline, any one can modify it, please help to improve this.
 
  This is and outline, any one can modify it, please help to improve this.
  
==Executive Summary==
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=[[KPI's and AWStats data]]=
  
Last thing to be done
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=Things to work on=
  
==[[The Challenge]]==
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* [http://wiki.osgeo.org/index.php/OSGeo_Mission Mission, Vision and Values - '''Organization Analysis''']
 
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* [[SWOT Analysis]]
* What are OSGeo's [http://wiki.osgeo.org/index.php/OSGeo_Mission#Goals Goals]  and how to achieve them.
 
 
 
==Situation Analysis==
 
===[http://wiki.osgeo.org/index.php/OSGeo_Mission Organization Analysis]===
 
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Goals Mission Statement]
 
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Vision Vision Statement]
 
* [http://wiki.osgeo.org/index.php/OSGeo_Mission#Values Value Statement]
 
* Culture
 
* Strengths
 
* Weaknesses
 
 
 
===Target Analysis===
 
* How many?
 
* Who are they?
 
* What drives them to OSGeo?
 
* What areas of OSGeo are more atractive to the largest number of people?
 
===Competitor Analysis===
 
* What is a competitor for OSGeo?
 
* Who are they?
 
* Where are we in relation to them?
 
* Strengths
 
* Weaknesses
 
===Collaborators===
 
* Developers, volunteers, employees, etc.
 
 
 
==Climate==
 
===Macro-environmental [[PEST analysis]]===
 
* Political and legal environment
 
* Economic environment
 
* Social and cultural environment
 
* Technological environment
 
===Business Environment [[SWOT Analysis]]===
 
A SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of the environment around OSGeo. To complete this it is important to organize the environmental factors as follows:
 
* OSGeo's internal attributes (classified as strengths and weaknesses).
 
* OSGeo's external environment (presents opportunities and threats).
 
==Market Segmentation==
 
Divide OSGeo's markets as follows:
 
# Segment 1
 
#* Description
 
#* Percent of the market
 
#* Characteristics of this segment (What their interests in OSGeo are)
 
#* How they use OSGeo
 
#* Support requirements (How can they be stimulated)
 
#* How to reach them
 
# Segment 2
 
#* Same as segment 1
 
==Alternative Marketing Strategies==
 
A place to discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
 
==Selected Marketing Strategy==
 
Discuss why the strategy was selected, list the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
 
* Product
 
** Brand name
 
** Quality
 
** Scope of product
 
** Packaging
 
* Price / Sponsoring ''(How can this be applied for OSGeo?)''
 
* Distribution (Place)
 
** Who are the distributors?
 
** How do we classify them?
 
** Where are they located?
 
* '''Promotion'''
 
** Advertising, including how much and which media
 
** Public relations
 
** Promotional programs
 
** Budget; determine break-even point for any additional spending
 
** Projected results of the promotional programs
 
 
 
==Short & Long-Term Projections==
 
The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.
 
==Conclusion==
 
==Appendix==
 
==Calculations of market size, commissions, profit margins, break-even analyses, etc==
 

Latest revision as of 01:47, 21 February 2008