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Marketing Strategy Framework

Current Situation​

Describe your current situation as it relates to your marketing, including any assets and challenges you’re facing.

Business Goals​

Define your business goals—tangible or otherwise—for the next:

  • 6 months:
  • 1 year:
  • 3 years:
  • 10 years+:

Value Proposition​

Define the type of value you create for your clients and customers.

  • Universal Value Proposition: The core unifying objective underpinning everything you do as a business.
  • Jobs to be Done: What are the core outcomes people are hiring you for?
    • (e.g., Risk Mitigation, Revenue Growth, Time Savings, Confidence, Ease of Execution)

Products & Services​

List your products and services in order of revenue they generate (most at the top).

  1. [Service Category 1]
  2. [Service Category 2]
  3. [Product Category 1]

Target Market Segments​

Define your ideal target market.

  • Who are your ideal customers?
  • What jobs-to-be-done do they have?
  • Decision Makers vs. Consumers: Note the motivations of those paying vs. those using the service.

Unique Selling Proposition (USP)​

What makes you unique? Why do people choose you? What are your competitive advantages?

Positioning​

  1. Positioning Axis: How do you compare against the competition on axes like price/quality, experience/convenience, or individual/enterprise?
  2. Positioning Statement: "We are a [business category] helping [target market] achieve [ideal outcome(s)]. Unlike the competition, we [unique differentiator]."

Financial Targets​

List out your key financial targets:

  • Customer Lifetime Value (LTV)
  • Allowable Acquisition Cost (AAC)
  • Cost Per Acquisition (CPA)
  • Cost Per Lead (CPL)