SMALLBUSINESSWORKSHOP SALES& MARKETING
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
Resources Sales & Marketing
7Ps + 1 P Positioning: Market Segments Our Approach Link to BCG Change in direction Planning: Market Segments Packaging Offer(Solution) Packaging Budgets, Forecast etc.
Economic Cycle Economic Outlook Project To Operational Efficiency Value Stream & Service Offer Relevance to Town
Communication & Ads T Face-to-Face W Web Site N Newsletter, Email S Social Media C Handouts, Brochures etc.
Email Marketing -Mail Chimp Free < 2000 on list Dynamic & Responsive Feedback & Report Templates & Tailor Make Interface with Social Media
Send & Track -Mail Chimp
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
Forecasting Made Simple
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%
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%
Simple & Powerful Representation Profit & Loss
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?
Total Revenue (TR) Vs Total Cost (TC) FY Customers (N) TR TFC TVC TC 2008-09 9850 $150,000 99280 88681 $187,961 2009-10 11250 $191,500 104880 94024 $198,904 2010-11 11500 $228,500 114915 100376 $215,291
Anticipating Breakeven Level FY Customers (N) TR TFC TVC TC 2008-09 9850 $150,000 99280 88681 $187,961 2009-10 11250 $191,500 104880 94024 $198,904 2010-11 11500 $228,500 114915 100376 $215,291 Breakeven 11398 $200,000 Use Goal Seek in Excel
Know Your Breakeven Analysis
Resources Mail Chimp http://mailchimp.com/ 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
Resources You Tube www.youtube.com/ Benefits & Improve Google Rating Social Media (More) a) Pintrest Pictures: https://pinterest.com/ b) Flickr: www.flickr.com/help/extending c) Google +: http://www.google.com/+/business/ Survey Monkey - http://www.surveymonkey.com/
Hoot Suite
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 www.abcd.com.au 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
When Do We Start Forecasting & Budgeting