Business Plan - Marketing Tactics

An explanation of how customers will be made aware of your products and services is another key feature of most business plans. Often discussed are advertising mediums—including print, television, and the Internet—as well as pricing strategies, major promotions, and any guarantees or warranties that might be used to attract customers. Priceline.com could have included in its business plan mention of its intent to use celebrity William Shattner in a flurry of television advertisements designed make Priceline a household name. Similarly, America Online's decision to give its software away for free in an effort to attract a wide base of customers is an example of the type of activity that might be included in this section of a business plan.