Unformatted text preview: referring lower prices. We think the problem is also that they didn’t really offer good
service, and also that they didn’t differentiate from the chains. Page 10 SAMPLE PLAN: AMT, INC. SP2.13 5.0 Strategy and Implementation Summary
The home ofﬁces in Tintown are an important growing market segment. Nationally, there are
approximately 30 million home ofﬁces, and the number is growing at 10% per year. Our estimate
in this plan for the home ofﬁces in our market service area is based on an analysis published four
months ago in the local newspaper.
Home ofﬁces include several types. The most important, for our plan’s focus, are the home ofﬁces
that are the only ofﬁces of real businesses, from which people make their primary living. These are
likely to be professional services such as graphic artists, writers, and consultants, some accountants
and the occasional lawyer, doctor, or dentist. There are also part-time home ofﬁces with people
who are employed during the day but work at home at night, people who work at home to provide
themselves with a part-time income, or people who maintain home ofﬁces relating to their hobbies;
we will not be focusing on this segment.
Small business within our market includes virtually any business with a retail, ofﬁce, professional,
or industrial location outside of someone’s home, and fewer than 30 employees. We estimate 45,000
such businesses in our market area.
The 30-employee cutoff is arbitrary. We ﬁnd that the larger companies turn to other vendors, but we
can sell to departments of larger companies, and we shouldn’t be giving up leads when we get them.
5.1 Strategy Pyramids
For placing emphasis on service and support, our main tactics are networking expertise, excellent
training, and developing our own proprietary software/network administrative system. Our speciﬁc
programs for networking include mailers and internal training. Speciﬁc programs for training include
direct mail promotion, and train-the-trainers programs. For developing our...
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