There are those who will tell you that the first step on the path to building a highly successful business is to develop a Strategic Plan. There is no doubt that in theory that is correct, but in practice some flexibility in developing the business is extremely critical. That is why, so often, a plan is developed for presentation to investors or other sources of finance and upon completion is filed away for some future date. One cannot minimize the importance of hiring the right people, proper financing, and the delivery of a quality product or service, but success starts with a marketing plan.

So often a business thoroughly understands its product or service, but must discover how to connect that product or service effectively with a group of customers in a manner which satisfies the customer's needs and generates profit. The discovery of this essential business ingredient then becomes the starting point upon which a more extensive plan can be developed. This ingredient is embodied in a Marketing Plan

The following articles illustrate a few of the issues to be considered within a plan. We hope they begin to stimulate your thought process.

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