Marketing Plan Guidelines And Sample Page 7
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19Writing a Marketing Plan
Chapter Two Appendix
69
The paragraph provides a
general outline of the fi rm’s
2. Strategic Objectives
objectives; the bulleted list
offers more specifi c goals,
2.1. Mission
and the subsequent sections
PeopleAhead’s mission is to help individuals with career advancement and improve
go into more detail about
the human capital in companies. The site will act as a networking platform for profes-
the various factors that may
sionals and career matching as opposed to job and resume-posting searches.
infl uence these objectives.
2.2. Goals:
• Use brand matching technology: TrueMatch-
• Build critical mass of users.
• Drive traffi c to the Web site through marketing blitzes.
• Utilize word-of-mouth advertising from satisfi ed users.
2.3. Business Summary
• Business Customers: This group provides PeopleAhead’s revenues. Customers pur-
chase contact information about the Top Ten PROfi les gleaned from the individual
By referring to another sec-
member base that have been sorted and ranked by the TrueMatch- technology.
tion, the plan makes clear
PeopleAhead will focus on small and medium businesses (see Market Segmentation
section), because these entities are underserved by large competitors in the online
where it is heading and
enables readers to cross-
recruitment market, and because research shows that this demographic has a less
reference the information.
effi cient recruitment process that would benefi t most readily from PeopleAhead’s
services. Within this segment, customers include HR managers who are responsible
for the sourcing of candidates, functional area managers who require new talent
for their team, and executives whose business objectives rely on human capital and
effi ciency of operations.
• Individual Members: This group does not pay for services but is the main source of
data points for PeopleAhead’s TrueMatch- system. PeopleAhead will focus on
building a base of individual members who range from recent graduates to indi-
The plan acknowledges both
viduals with 5–7 years of continuous employment. Ideal members are those who are
a general, potential target
currently employed or will be graduating within nine months and are “poised” to
market and the ideal targets.
make a career change. These individuals can utilize the services to the fullest extent
and are valuable candidates for business customers.
2.4. Competitive Advantage
• TrueMatch- offers a branded technology, marketed to both business customers and
individual candidates for its “black box” value proposition, which establishes Peo-
pleAhead as the category leader for recruitment-matching software. This technology
As Chapter 2 suggests, the
provides a point of differentiation from competitors, which may have technically
plan notes PeopleAhead’s
similar matching software but constantly need to reinforce their marketing messages
sustainable competitive ad-
with explanations of their value proposition.
vantage as part of its overall
• For individual candidates, PeopleAhead will be the favored career advancement plat-
mission statement.
form online, where individuals enthusiastically create a history and have connec-
tions (invited friends, coworkers, and mentors) in place that will make PeopleAhead
a staple among their favorite Web sites. PeopleAhead delivers TrueMatch- career
opportunities, professional development plans that let people establish a profes-
sional record, and valuable career advancement tools, including automatic position
feedback, “recommend-a-friend,” and team-based career networking.
• For business customers, PeopleAhead makes online sourcing and qualifi cation of
candidates quick and effi cient by prequalifying potential candidates, seeking recom-
mendations for hard-to-fi nd individuals, and delivering only the Top 10 most highly
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