SMALLBUSINESSWORKSHOP SALES& MARKETING

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1 SMALLBUSINESSWORKSHOP SALES& MARKETING

2 Sales & Marketing Topics Covered: Marketing Plan Pricing Strategy 8 Ps Value Stream & Service Offer Sales Forecasting Introduction to simple e Marketing It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. Charles Darwin

3 Resources Sales & Marketing

4 7Ps + 1 P Positioning: Market Segments Our Approach Link to BCG Change in direction Planning: Market Segments Packaging Offer(Solution) Packaging Budgets, Forecast etc.

5 Economic Cycle Economic Outlook Project To Operational Efficiency Value Stream & Service Offer Relevance to Town

6 Communication & Ads T Face-to-Face W Web Site N Newsletter, S Social Media C Handouts, Brochures etc.

7 Marketing -Mail Chimp Free < 2000 on list Dynamic & Responsive Feedback & Report Templates & Tailor Make Interface with Social Media

8 Send & Track -Mail Chimp

9 Features: Sales Planning - Budgeting Understand Your Business Variables Sales Unit = Unit, SKU, No of Customers $ / Sales Unit Gross Margin (GM%) Gross Profit $ = Sales Unit x $ / Unit x GM% How Can You Maximise Each Elements Segmental Approach to maximise Gross Profit $ Maximise Revenue Manage Cashflow

10 Forecasting Made Simple

11 Revenue, Cost of Sales & Gross Profit Revenue (Sales) Type Remarks FY 2009 FY 2010 FY 2011 Budget Revenue - Café R Dine in at Café $150,000 $175,000 $200,000 $220,000 Revenue - Catering R Events & Catering $0 $15,000 $25,000 $40,000 Revenue - Other R Café Products & Art $0 $1,500 $3,500 $12,500 Total Sales (TR) TR $150,000 $191,500 $228,500 $272,500 Benchmarking Growth Year on Year 0% 28% 19% 35% Cost of Sales COGS -Food Purchases VC Purchase for café & catering $75,000 $74,004 $74,184 $75,000 COGS - Catering VC Events & Catering $0 $4,500 $7,500 $10,500 COGS - Accessory VC Café Products & Art $0 $750 $1,750 $6,250 Total Cost of Sales $75,000 $79,254 $83,434 $91,750 Benchmarking COGS as % of Total Sales 50% 41% 37% 34% Gross Profit (GP) GP $75,000 $112,246 $145,066 $180,750 Benchmarking Gross Margin 50% 59% 63% 66%

12 Understand The Fixed Vs Variable Cost Revenue (Sales) FY 2009 FY 2010 FY 2011 Budget Expenses Accounting Fee $4,500 $4,750 $4,800 $4,950 Advertising $5,000 $4,500 $3,500 $1,000 Bank Charges $750 $1,250 $1,300 $2,000 Cleaning & Laundry $2,500 $3,000 $3,500 $3,750 Tool Replacement $101 $471 Wages & Salary $45,000 $47,500 $52,500 $75,000 Wages - Superannuation $4,050 $4,275 $4,725 $6,750 Waste Removal $250 $50 $650 $500 Water $500 $650 $750 $1,100 Total Expenses $112,961 $119,650 $131,857 $158,900 Benchmarking 75% 62% 58% 58% Net Profit (NP) -$37,961 -$7,404 $13,209 $21,850 Benchmarking -25% -4% 6% 8% Period & Elements FY 2009 FY 2010 FY 2011 Budget Total Variable Cost $88,681 $94,024 $100,376 $107,000 Total Fixed Cost $99,280 $104,880 $114,915 $143,650 Total Cost $187,961 $198,904 $215,291 $250,650 Customers 9,850 11,250 11,500 12,000 Profit Margin (GM%) 50% 59% 63% 66%

13 Simple & Powerful Representation Profit & Loss

14 Summary Track your Cost & Revenue What Market Segments are you targeting? Measure - Sales, Units Sold, Value Add Analyse How best you can add value? What is your Approach to Market?

15 Total Revenue (TR) Vs Total Cost (TC) FY Customers (N) TR TFC TVC TC $150, $187, $191, $198, $228, $215,291

16 Anticipating Breakeven Level FY Customers (N) TR TFC TVC TC $150, $187, $191, $198, $228, $215,291 Breakeven $200,000 Use Goal Seek in Excel

17 Know Your Breakeven Analysis

18 Resources Mail Chimp Social Media a) Retail & Service: facebook b) Professional & Manufacturing: LinkedIn c) Communication & media: Twitter QR Code (Quick Response) Generate Your Code and Communicate Manage All of these From One Platform: a) https://hootsuite.com/dashboard

19 Resources You Tube Benefits & Improve Google Rating Social Media (More) a) Pintrest Pictures: https://pinterest.com/ b) Flickr: c) Google +: Survey Monkey -

20 Hoot Suite

21 Some Tips Web Based Growth Points To Consider Plan Your Digital Footprint 1 or 2 Web Sites and Branding Tools Free Mind, Mind Map Strategy SEO & SMO Web Hosting Australia Based Server Domain Web / Domain Name Business Name - Qantas.com or Flynow.com What CMS / Source Open Source WorkPress, Joomla, Drupal or PHP Plug Ins Pros & Cons Google Ranking Algorithms - Hosting Algorithms - You Tube Uploads Algorithms - CMS / Search Options Algorithms - Photos & Impact Opt In Newsletter, Social Media etc. Business Process & SOP Word Vs Photo & Words Vs Jing & Capture CRM SugarCRM, Sales Force Newsletter Mail Chimp Survey Survey Monkey

22 When Do We Start Forecasting & Budgeting

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