Marketing Plan

=Deadlines and Timetable= ''Just an Idea... please tell us if these dates are viable''
 * Mission, Vision and Values - Organization Analysis - Deadline 2007.12.10
 * SWOT Analysis - Deadline 2007.12.10

=Marketing Plan Outline=

Executive Summary
Last thing to be done

The Challenge

 * What are OSGeo's Goals and how to achieve them.

Organization Analysis

 * Mission Statement
 * Vision Statement
 * Value Statement
 * Culture
 * Strengths
 * Weaknesses
 * Market share

Customer 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
 * Market share

Collaborators

 * Developers, voluntaries, employees, etc.

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:
 * 1) Segment 1
 * 2) * Description
 * 3) * Percent of the market
 * 4) * Characteristics of this segment (What their interests in OSGeo are)
 * 5) * How they use OSGeo
 * 6) * Support requirements (How can they be stimulated)
 * 7) * How to reach them
 * 8) Segment 2
 * 9) * 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 line
 * Warranty
 * Packaging
 * Price / Sponsoring (How can this be applied for OSGeo?)
 * List price
 * Discounts
 * Payment terms and financing options
 * Leasing options
 * Distribution (Place)
 * Who are the distributors?
 * How do we classify them?
 * Where are they located?
 * Logistics, including transportation, warehousing...
 * 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.