{"id":515,"date":"2007-12-27T07:55:00","date_gmt":"2007-12-27T13:55:00","guid":{"rendered":"http:\/\/royblumenthal.com\/wordpress\/?p=515"},"modified":"2007-12-27T07:55:00","modified_gmt":"2007-12-27T13:55:00","slug":"515","status":"publish","type":"post","link":"https:\/\/royblumenthal.com\/wordpress\/515\/","title":{"rendered":""},"content":{"rendered":"

The World’s Shortest Marketing Plan, Version 2.1<\/b><\/font><\/font><\/p>\n

www.blog.guykawasaki.com<\/font><\/p>\n

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What<\/b><\/font><\/font><\/p>\n<\/td>\n

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Why<\/b><\/font><\/font><\/p>\n<\/td>\n

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When<\/b><\/font><\/font><\/p>\n<\/td>\n

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How<\/b><\/font><\/font><\/p>\n<\/td>\n

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Who<\/b><\/font><\/font><\/p>\n<\/td>\n<\/tr>\n

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Product<\/b><\/font><\/font><\/p>\n<\/td>\n

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What \t\t\t\tdoes the product have to do? <\/font><\/font> \t\t\t\t<\/p>\n<\/td>\n

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What \t\t\t\tarticulated wants or unarticulated needs does it fill?<\/font><\/font><\/p>\n<\/td>\n

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What \t\t\t\tis the window of opportunity?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\twill the product fill these wants and needs?<\/font><\/font><\/p>\n<\/td>\n

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What \t\t\t\tis our best guess at who is going to buy our product?<\/font><\/font><\/p>\n<\/td>\n<\/tr>\n

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Presence<\/b><\/font><\/font><\/p>\n<\/td>\n

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Where \t\t\t\tin the virtual and physical world do we need to sell our product?<\/font><\/font><\/p>\n<\/td>\n

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Why \t\t\t\twill the marketplaces and market spaces distribute our product?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\twill our presence change during the lifecycle of our product?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\twill we establish and maintain a presence in the important \t\t\t\tlocations?<\/font><\/font><\/p>\n<\/td>\n

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Who \t\t\t\tare the decision makers at the marketplaces and market spaces?<\/font><\/font><\/p>\n<\/td>\n<\/tr>\n

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Persuasion<\/b><\/font><\/font><\/p>\n<\/td>\n

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What \t\t\t\tare the social factors in the buying process of our product?<\/font><\/font><\/p>\n<\/td>\n

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Why \t\t\t\twill people recommend our product to others?<\/font><\/font><\/p>\n<\/td>\n

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When \t\t\t\tcan we credibly go after opinion leaders and early adopters?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\tdo we ensure that comments, rankings, reviews, and counts portray \t\t\t\tus in a positive way?<\/font><\/font><\/p>\n<\/td>\n

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Who \t\t\t\tare the relevant opinion leaders and persuaders? Which \t\t\t\tcommunities must we reach?<\/font><\/font><\/p>\n<\/td>\n<\/tr>\n

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Preference<\/b><\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\tdo we enable customers to express their preferences and to \t\t\t\tpersonalize what we do?<\/font><\/font><\/p>\n<\/td>\n

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Why \t\t\t\twould people take the time and energy to express their \t\t\t\tpreferences?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\twill customer preferences change over time?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\tdo we capture customer preferences? (Customer ratings, \t\t\t\ttransaction history, search behavior, and configuration tools?)<\/font><\/font><\/p>\n<\/td>\n

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Whose \t\t\t\tpreferences do we care about?<\/font><\/font><\/p>\n<\/td>\n<\/tr>\n

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Price<\/b><\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\tmuch do we sell our product for? <\/font><\/font> \t\t\t\t<\/p>\n<\/td>\n

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Why \t\t\t\tis this the right price point?<\/font><\/font><\/p>\n<\/td>\n

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What \t\t\t\tis our pricing strategy through the lifecycle?<\/font><\/font><\/p>\n<\/td>\n

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How \t\t\t\tdo we set and reset the price in a world of “perfect \t\t\t\tinformation” and dynamic pricing?<\/font><\/font><\/p>\n<\/td>\n

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Who \t\t\t\twill demand different price points? Which segments do we care \t\t\t\tabout?<\/font><\/font><\/p>\n<\/td>\n<\/tr>\n<\/table>\n

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Version \tHistory<\/font><\/font><\/p>\n

\t<\/p>\n

5\/4\/06—changed \tto Helvetica font, made title and headings boldfaced<\/font><\/font><\/p>\n<\/p><\/div>\n

Roy Blumenthal is a writer, director, artist, and visual facilitator<\/a>. Hire him to make pictures of your meetings or workshops.<\/div>\n","protected":false},"excerpt":{"rendered":"

The World’s Shortest Marketing Plan, Version 2.1 www.blog.guykawasaki.com What Why When How Who Product What does the product have to do? What articulated wants or unarticulated needs does it fill? What is the window of opportunity? How will the product …<\/p>\n

Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-515","post","type-post","status-publish","format-standard","hentry","category-news"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/s521FP-515","_links":{"self":[{"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/posts\/515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/comments?post=515"}],"version-history":[{"count":0,"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/posts\/515\/revisions"}],"wp:attachment":[{"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/media?parent=515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/categories?post=515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/royblumenthal.com\/wordpress\/wp-json\/wp\/v2\/tags?post=515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}