Updated Marketing Plan Example with Prompts Fall 2011

Updated Marketing Plan Example with Prompts Fall 2011 - 1.0...

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1.0 EXECUTIVE SUMMARY (**Completed last – submitted under Section Two) 1.1 Introduction The passion, purpose and pride in your business are expressed here. Begin by naming your business immediately and explain that it is a chiropractic practice. Let the reader know who your primary target market is and make your pitch about how what you have to offer brings something unique and important to the local market you’re establishing yourself in. Avoid sounding dogmatic in this section. It’s one thing to be enthusiastic and excited about your product, but be careful not to turn anyone away from you by sounding completely unrealistic and unprofessional in your approach. 1.2 Mission Statement You need to capture the essence of your business’ philosophy and goals in a few brief sentences. Here are some ideas to stimulate your thought process: o An office tagline is often created based on the mission statement o Ensure it reflects what is “special” about your practice o Consider the following factors: Range of services offered Pricing Quality Service Marketplace position Growth potential Use of technology
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Community o Resources: “How to Write Your Mission Statement” on Entrepreneur.com “How to Write A Mission Statement That Doesn’t Suck” by Fast Company (fastcompany.com) Writing prompts from class unit 1.3 Product Begin with a brief paragraph stating in full the range of services and goods that you will offer. It is controversial on whether or not to include an explanation of each technique that is being offered, but remember that most people have little knowledge or understanding about what chiropractors do. You may choose to focus in on this area by breaking it down in an outline format with a brief supporting statement referencing the research to substantiate why you’ve chosen to focus on those products. For example, if NUCCA is your choice of technique you may highlight its effectiveness briefly with a reference for more information. Some may argue that it isn’t necessary, but again you never know what is going to be important to one lender over another. Consider that this is a “living document” as well for you to reference more so than anyone else. Make your decisions accordingly but in the very least clearly state what products you intend to put forward as part of your unique market offering to the public. Here is a partial list of examples to consider: A. Palmer Package: define what that includes & why it is proven in effectiveness B. Activator Methods or NUCCA or AO or Applied Kinesiology: see above
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C. Cox Flexion Distraction: see above D. Durable chiropractic supportive goods: may include cervical pillows, etc. E. Nutritional Supplementation: from which company? Proven effectiveness?
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Updated Marketing Plan Example with Prompts Fall 2011 - 1.0...

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