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appendices to your plan. Examples would be copies of advertisements, brochures, direct mail pieces,
catalogs, and technical speciﬁcations. When a plan is presented to someone outside the company,
sales literature is a practical way to both explain your services and present the look and feel of the
If it is relevant for your business, you should also use this topic to discuss your present situation
regarding company literature and your future plans. Is your sales literature a good match to your
services and the image your company wants to present? How is it designed and produced? Could you
improve it signiﬁcantly, or cut the cost, or add additional beneﬁts? Summary
Depending on the purpose of your plan, you should provide good, practical information on the
products or services you sell. Give your plan readers what they will need to evaluate the plan. Make
sure they understand the need you serve, how well you satisfy that need, and why your customers buy
from you instead of somebody else. Ideally, the descriptions in this chapter make your sales forecast
seem realistic and even conservative. CHAPTER 8: MANAGEMENT TEAM A management team and bringing people together is a lot more than just résumés and venture
capital. It’s what makes a company work, or not work.
For example: It’s a sunny March Friday in Western Oregon, which is rare; so rare, in fact, that the boss
decides to order pizza for lunch for the entire staff.
The controller is a former history major, Phi Beta Kappa into grad school, who discovered midway
through her 30s that she really liked making numbers work. As people gather in the main room
around the pizza, she announces that all should enjoy her hair that day “because I am having a rare
good hair day.” Everybody laughs.
The head of tech support turns the attention to the “krinkly hair” of the marketing manager.
Everybody laughs again. There are jokes about the pizza and the root beer.
The product manager demonstrates ballroom dancing steps in preparation for his upcoming wedding,
and somebody thinks to...
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- Winter '09