Marketing Plan Guidelines And Sample Page 14
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19Assessing the Marketplace
76
Section One
The plan continues with
4. Marketing Strategy
the same segmentation
throughout. Here the plan
4.1. Market Segmentation
discusses targeting and
4.1.1. Business Customers
what makes each segment
attractive.
• Small enterprises. Businesses with 10–99 employees. Companies with less than 10
employees are categorized as “Very Small Enterprises” and will not be a primary
target market.
• Medium enterprises. Businesses with 100–1,000 employees.
4.1.2. Individual Members
• Senior college students. Students in the process of searching for a fi rst career.
• Graduate program students. Mid-career candidates searching for new career
opportunities, such as internships, part-time during enrollment, or full-time after
By already identifying key
graduation.
markets in the previous
• Current employees. Persons who are currently employed but are poised to locate
section, the plan provides
better career opportunities.
a foundation for a more
specifi c targeting statement
• Unemployed. Persons searching for job not included in previous segments.
in this section.
4.2. Target Market
PeopleAhead plans to focus resources on small to medium enterprises (SMEs) in the
New England Metro market, including Boston, Providence, Hartford, Stamford, Nor-
walk, Worcester, and Springfi eld. Online recruitment companies compete for national
The fi nal step in the STP
recruitment spending, but most job seekers are locally based, so market penetration
process: Positioning for the
is possible by covering a single geographical location. By maintaining this focus, Peo-
segmented, targeted market.
pleAhead will be better equipped to build a critical mass of users that represent the job-
seeking population and thus improve both users’ and customers’ experience, customer
service, and the use of fi nancial resources.
4.3. User Positioning
PeopleAhead’s mission
To the proactive professional, PeopleAhead is career advancement done right—provid-
ing a platform to discover, plan, and advance careers by uniting friends, coworkers,
and mentors with companies searching for the right talent.
Given its own section in this
plan, a discussion of the mar-
5. Marketing Mix
keting mix constitutes a key
element of the strategic plan-
5.1. Products/Services Offered
ning process (see Chapter 2).
The fi rst planned offering is group profi ling; users self-associate with groups to share
development plans. Access to groupings is permission based and similar to social
networking. Members will be able to share professional experiences with people they
know. Group profi ling may prompt “voyeur” networking, such that members join to
According to well-known
view the profi les of the people they know.
marketing concepts, the
PeopleAhead will then open group profi ling to business customers, who will be
marketing mix consists of
granted access to groups of members to target people they want to hire.
the four Ps: product (service
The next added feature will be user feedback on professional development
here), price, place (distribu-
plans. PeopleAhead will track data from successful member profi le matches to provide
tion here), and promotion.
feedback for members who have not been matched successfully.
The product (service) offering
must establish the value for
consumers: Why should they
expend effort or resources to
obtain the offering?
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