Marketing Plan

Deadlines and Timetable

• Mission, Vision and Values - Organization Analysis - Deadline 2007.12.10
• SWOT Analysis - Deadline 2007.12.10

Marketing Plan Outline

Situation Analysis

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.

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:

1. 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
2. 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 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.