Marketing Plan Wiki - Recently Updated Pages

Welcome

denisess — Thu, 14 Feb 2008 17:32:21 CST

Take a look around and see how easy it is to create a Marketing Plan Wiki.

Turn your historically flat, useless marketing plan document into a dynamic, interactive marketplace of ideas, strategies, planning, execution and analytics.

Our example company is Amanda's Restaurants, an entrepreneurial venture, with its first venue coming soon to the San Francisco Bay Area.

On this site you can:

Offer insight and advice to Amanda's strategy and plan
Comment on the Marketing Plan Wiki format
Start a discussion by creating a thread
Experience the ease and usability of planning in an open forum

This Marketing Plan Wiki is organized by the principles set forth in the book, The Age of Engage. The book proposes a new paradigm for marketing strategy and planning in the era of the Live Web. Find it on Amazon (pre-sale) or in bookstores March 1, 2008.

The new way to plan is continuous, connected, and in real-time. So, throw out your 4 Ps-based marketing plan (which is gathering dust anyway) and learn about the Six Vs:

Venture
Value
Voice
Verification
Vicinity
Vehicle

We invite you to get involved and tell your friends and colleagues. The Marketing Plan Wiki is a great opportunity to reinvent your marketing.

Stay up-to-date with the Engage Daily blog from www.AgeofEngage.com.

Inside Amanda's

AmandaW — Fri, 14 Dec 2007 13:24:51 CST

My name is Amanda. I'm the founder of Amanda's Restaurants.

As my friends know, I've never had a hard time starting the day out right. I get up early (you don't want to know how early), sometimes have a snack, go for a run or yoga class, and have a healthy fruit or veggie juice smoothie. But after that, my wholesome day can fall apart. Running around from meeting to meeting, I want to eat well, but usually find myself snacking on muffins, vending machine items, or going to In-N-Out Burger for lunch or dinner. It's hard to find a trustworthy place where I can buy a crave-able meal that tastes great and energizes me.

I believe people across the country face the same problem daily. I became obsessed with creating the solution -- something that addresses the fact that most of us crave hamburgers and french fries, but we often feel bad physically and emotionally after eating them. My idea for a new kind of restaurant was spurred on by the film Super Size Me and the book Fast Food Nation. We clearly need something that has that "Feel Good Fast Food" feeling - food that is delicious, quick, convenient, fun, and familiar, and when Amanda's opens we will have it!

I read Tom Chappel's book in college (he's the founder of Tom's of Maine, the personal care products company), and knew that I would someday follow his path to lead a company that respected the environment and employees. I'm thrilled that I now have the opportunity to do this by creating a terrific workplace and adopting sustainable practices.

I'm lucky to have parents who have also inspired me.Not only are they the bright people who came up with this restaurant name, they also raised me to be healthy and share health with others. My mom taught me to cook simple, healthy meals and to use sugar, butter, and salt sparingly. My dad set an example for daily exercise even while running a business, and my stepmom showed me the value of level-headedness.

I want to help make the world well through great tasting, quick food, and a healthy community. I hope you will join the Amanda's community. Please start by contributing to our marketing plan. Once we open, come have a natural meat hamburger, baked fries, or salad, tell your friends, and perhaps even share your wellness learnings with our customers.

Amanda volunteering on Earth Day

Amanda's team volunteering on Earth Day

Amanda and Lauren Bass (intern) at the future Amanda's site

Amanda's new landlords

Celebrating the lease signing

Value

AmandaW — Fri, 14 Dec 2007 13:21:10 CST

Every product must have persuasive value.

How is your product value unique, defendable, sustainable, and engaging?
How will you build in marketability that continually brings customers back?

Amanda's - VALUE

Amanda's value is to offer fresh, feel good meals and snacks in a fun, familiar fast food format. Amanda’s offers healthy and convenient high quality meals at a more approachable price point than most health oriented restaurants.

FeelGoodFastFood Blog

denisess — Tue, 11 Dec 2007 18:49:37 CST

Amanda West, the founder of Amanda's, also publishes the Feel Good Fast Food Blog, a Live Web meeting place where people can engage in discussion on the implications of eating healthier on-the-go. Please offer your suggestions for topics you would like to see covered on the Feel Good Fast Food Blog. Scroll down below to answer the thread and add your suggestions, or start your own thread.

About Marketing Plan Wiki

denisess — Wed, 05 Dec 2007 14:10:30 CST

The goal of this wiki is to get marketers comfortable with planning online in an environment that encourages collaboration, and enables a broad set of input throughout the planning process.

Wikis make it easy to invite dozens or hundreds of people to get involved in planning, and provide their ideas, input, and comments. But the best part of using a wiki is that it can remain a real-time, live environment that adapts and grows as plans change or strategies are implemented.

A Marketing Plan Wiki is the best way to create an institutional memory bank, as well as a marketing (messaging and positioning) guidepost for the company.

Denise Shiffman (that's me) is the author of the book THE AGE OF ENGAGE, and the administrator of this site. My good friend Amanda West has agreed to develop the marketing plan for her new restaurant in this very public forum. She encourages your input!

To learn more, check out www.AgeofEngage.com (coming soon), or contact me directly at
denise :at: ageofengage.com.

Voice

laurenbass — Thu, 29 Nov 2007 12:19:13 CST

Voice defines the style and personality of a company.

Describe your creed or passion that drives the company, product, and team.
Define a vision of the future, and where you are taking customers.
Can you create a story that connects your vision with your audience.

Amanda's - VOICE

Amanda’s fosters a community that enables people to dine on the go, feel energized and healthy, in an environment that is approachable to all. Amanda's strives to be socially and environmentally responsible, creating a healthy environment for its staff and its customers, while minimizing its impact on the environment.

Vehicle

denisess — Wed, 28 Nov 2007 20:44:58 CST

Define in detail the tactics for carrying out your strategy, and attracting and delighting customers.

How will you incorporate blogs, podcasts, wikis, widgets, WOM, social tools, and other marketing vehicles?
How can you spread the word in interesting and provocative formats?

Amanda's - VEHICLE

Amanda’s customer base will grow through our efforts to expand our presence online, supporting local community groups, and creating an irresistible customer experience.

Vicinity

denisess — Wed, 28 Nov 2007 20:42:18 CST

Users comment, generate content, and sell and kill your product.

What is your strategy to monitor the marketplace conversation?
Which Web sites and bloggers will you target?
How will you leverage social networks?
How will you influence the marketplace?

Amanda's - VICINITY

Amanda’s first location is in Berkeley, CA, the birthplace of the organic food movement. The diverse customer base and attention to sustainable restaurant and business practices in this area will help Amanda’s create the foundation for a chain of restaurants built upon these values.

Verification

denisess — Wed, 28 Nov 2007 20:41:53 CST

You must prove that what you say is true.

What metrics can you use?
Are there testimonials, advocates, research reports, demos?
Can you point to key influencers that back up your story or position in the market?

Amanda's - VERIFICATION

Amanda’s is dedicated to following sustainable practices. We serve only natural meat and use 100% compostable packaging. We strive to source organic ingredients from local suppliers whenever possible.

Venture

denisess — Wed, 28 Nov 2007 20:40:15 CST

The venture defines how you will create an organization that collaborates, innovates, and adapts easily.

What is happening in your marketplace, and how do you meet a need, fill a gap, create change?
Define your target audience and how you will meet their needs, wants, or desires.
What is your driving philosophy that will focus your business and employees?
How will you be open and authentic? Is there opportunity to share (technology, recognition, revenue) with your audience?

Amanda's - VENTURE

Amanda’s was established with the support of employees, customers, community members, and investors to create highly effective food products and services. Amanda’s strives to lead the industry in utilizing the latest socially and environmentally responsible operating practices, while reinvesting in the company’s long term viability.