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S PORTS P ROMOTION S TRATEGIC P LAN E VENT O UTLINE S OME G ENERAL C OMMENTS A BOUT S TRATEGIC P LANS Style : When you write your strategic plan, do not express yourself in the first person. Avoid flowery language and superlatives. Phrases like “fantastic profits” and “tremendous consumer appeal” mean absolutely nothing and will trigger bells and alarms in readers. Use clear layman’s language. Most of the people who will read your plan will know nothing about the sports industry. A strategic plan must be comprehensive but concise. A sketchy plan will be perceived as a sure sign of incompetence. On the other hand, nobody reads a long-winded plan. The goal is to give readers a clear, concise insight into your idea and to give them confidence in your ability to accomplish your plan. Suggested Outline: Executive Summary Table of Contents The Market The Industry The Product Research and Development Sponsorship Publicity and Hospitality Competitive Analysis Image Assessments Market Strategies The Executive Summary. The Executive Summary is the doorway to the rest of your plan. You must interest key readers in your idea. It is here where readers decide to read on. The purpose of the Executive Summary is to highlight key points of your plan, not to merely list the topics. The Remaining Topics. Follow the guidelines you are given on the next few pages. The guide presented here closely resembles the process you will have to follow in a sports business venture. 1. Go through the entire guide to familiarize yourself with the task you have ahead of you. 2. Decide where to begin. Start with the section you can most easily handle with the information you have already available. 3. Make sure you understand the objective of each section.
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4. Read through each section carefully, noting areas where you will have to do some additional research before you are able to answer the questions. 5. Go to work immediately. You should not expect to complete each section on the first attempt. Do as much as you can the first time through, and then do the research necessary to complete it. 6. Answer each question in rough draft as fully as it needs. 7. Decide on the subheadings you want to include in each section. 8. Write each section of the business plan in your own style. 9. Critique your work for each section by consulting the list of common errors, which is provided at the end of each module. 10. Have your plan proof read by a person well versed in English grammar.
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