Developing an Internet Marketing Plan, Part 1
Strategic planning -- aspects of corporate strategy
Issue 73, March 1, 2000

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Millions of dollars are squandered every year because business people like you and me refuse to look honestly and clearly at our business. We go from day to day doing what we have to -- ordering, paying bills, selling, putting out fires. But because we put off planning, our businesses struggle and dwindle. For the next several issues we'll be talking about the marketing planning process. As we study the various aspects, if you'll put aside time to do the planning steps I'm outlining, you'll find your online business energized -- or perhaps radically changed -- in a period of a few months. Each article concludes with a hands-on exercise.

We need to start at the beginning, at the strategic planning level. Now if you're in a large corporation, you may not have much control over decisions at this level. But if you have responsibility for the e-business aspect of your company, if you're a small businessperson with an existing business, or if you're planning an Internet start-up, this is where you must start.

If you think that optimizing webpages to please search engines is what Web marketing is all about, then you're about ready have your eyes opened. Reach for your dark glasses to cut the glare, and get ready to read! :-)

Core Competencies Undergird Your Online Competitive Advantage

The first question isn't "How can I make a million dollars on the Internet?" It's, "What you're good at?" That's where your business begins. Read the Article.

Just Who Are You Anyway? Developing a USP

The biggest problem with e-businesses I see is not flaky webpages. It's businesses who haven't differentiated themselves from their competitors. Here's why this is vital, and how to do it. Read the Article.

Clarifying Goals for Your E-Business

Just what do you expect to get out of your e-business this year? Or over the next several years? Setting some realistic goals is an crucial step. Read the Article.

Parts to the series "Developing an Internet Marketing Plan":

• Part 1: Strategic Planning
• Part 2: Situation Analysis
• Part 3: Customer Analysis
• Part 4: Market and Product Focus
• Part 5: Positioning, 4Ps, Product
• Part 6: Pricing Strategy
• Part 7: Product Distribution
• Part 8: Internet Promotion