Market strategy: from stocktake to a twelve-month plan
Strategy sounds like consultant language. In practice it means only this: deciding what you will not do. A business that is there for everyone gets searched for by no one.
One after another, not all at once
Most businesses do not fail for lack of ideas. They fail because they start five channels at once and finish none. One quarter, one focus. Sort out local visibility in the first quarter and by the second you finally have enough visitors for adverts to pay for themselves.
How we measure success
Not by reach. Reach is the industry’s most comfortable number because it always goes up. We measure enquiries per month, cost per enquiry, and the share of enquiries that turn into work. Those three numbers appear in every quarterly report.
An example of a year’s build-up
| Quartal | Schwerpunkt | Ziel |
|---|---|---|
| Q1 | Fundament: Website, lokale Einträge, Messung | Gefunden werden, Zahlen haben |
| Q2 | Inhalte je Leistung und Einzugsgebiet | Mehr Suchbegriffe abdecken |
| Q3 | Bezahlte Anzeigen auf das, was organisch schon zieht | Anfragen planbar zukaufen |
| Q4 | Automatisierung und Nachfassen | Aus mehr Anfragen mehr Aufträge |
What you end up with
- Positioning in writing
- Channel plan across four quarters
- Three numbers to measure against
How we work together
-
01
Stocktake
Numbers, offering, competition, channels used so far.
Woche 1 -
02
Positioning
Who you are first choice for, and who you are expressly not for.
Woche 2 -
03
Channel plan
Which channel in which quarter, with budget and a target number.
Woche 3–4 -
04
Delivery
Quarter by quarter, with a checkpoint at the end of each one.
optional laufend
Is this worth it for a business with three staff?
Especially then. Small businesses can least afford scattered budgets.
Market strategy for your business?
Fifteen minutes are enough to see whether it fits and what it costs. After that you get a fixed price in writing.
