Channel 7
Strategic Process: A disciplined approach

Channel 1: The Market & You
• market profile
  - size
  - geographic area
  - segments
  - age
  - growth stage
  - trends & drivers
• your profile
  - size
  - years in business
  - strengths
  - weaknesses
  - opportunities
  - problems
  - market share
  - value proposition

Channel 2: The Competition
• who they are
• comparison
  - size – product mix
  - distribution
  - sales
  - share
  - reputation
• their value proposition
  - operational excellence / cost leadership
  - product leadership / innovation
  - customer intimacy / solutions

Channel 3: Target Audience
• who they are
  - age
  - gender
  - income
  - education
  - location
  - expertise
• customer wants
• customer needs
• customer problems
• competition's solutions to problems
• customer perceptions
• prospects
  - similarity to existing customers
  - what they're looking for
  - same sell or different sell

Channel 4: The Brand
• establish brand architect
  - prioritize features & benefits (functional & emotional)
• determine brand type
  - corporate, product, family
• agree on brand message
• assess existing brand
  - customer perception
  - brand fit
  - brand hierarchy fit
• current brand message
  - development & evolution

Channel 5: Distribution
• going to market
  - direct
  - wholesalers / distributors
  - resellers
• direct
  - sales force
  - telemarketing
  - web
• potential channels
• how the competition sells
  - better
  - differently
  - the same
• launch readiness
• channel pricing strategy
• opportunities
  - drive revenue through channels

Channel 6: USP
• competitive position
• value proposition
• product positioning
• differentiate

Channel 7: The Plan
• establish goals / objectives
• time frame
• working budget
• media
  - advertising: ads, radio, TV, outdoor, direct mail, yellow pages
  - interactive: website, CDs, DVDs, blogs, e-newsletters, on-line ads
  - collateral: brochures, sell sheets, spec sheets
  - POP: packaging
  - sales support: demo kits, training materials, channel promotions
  - PR: releases, feature articles, white papers, plant tours, newsletters
  - trade shows & events: booths, promotions, webinars