Setting the stage for achievement: Six steps for drafting a marketing strategy

By Danielle Walsh

Setting the stage for achievement: Six steps for drafting a marketing strategyWhether or not you’re launching a brand new enterprise, 5 years in, or starting to plan for the transition of possession to the subsequent era, taking the time to write down a correct marketing strategy is actually a worthwhile feat. This valued doc may also help align the expectations of all homeowners/managers, whereas additionally serving as a blueprint for tips on how to run the enterprise and set the tempo to attain its objectives.

Certainly, a brand new yr is upon us—a recent begin! Why not kick issues off by creating a formalized plan you, your small business companions, and the subsequent era can act upon collectively?

The method of creating a plan akin to this requires a number of issues. What follows are the paperwork that ought to be included, in addition to steerage on tips on how to create a plan that can greatest set you up for achievement. Whether or not you’re simply beginning out within the jewelry business or wish to develop your present enterprise, the following tips will provide help to create a powerful and efficient marketing strategy.

What makes your jewelry or jewelry retailer distinctive? Who’s your goal market? What are your short-term and long-term objectives? How do you intend to attain them?

Addressing questions akin to these will provide help to focus your marketing strategy and preserve issues on monitor because the operation grows. It would additionally work to align the pursuits of all homeowners and managers, as everybody may have an thought of the agreed-upon blueprint or path ahead.

This degree of unified understanding is vital, significantly when a enterprise is transitioning to the subsequent era. In these situations, the incoming and outgoing generations could also be at odds over sure choices (e.g. funding in modern applied sciences, altering the stock, and so forth.). If there’s a plan in place outlining the place the enterprise is headed, everybody may have a transparent understanding of its general route, which is able to scale back battle. Additional, given the multitude of modifications the pandemic has caused within the retail business, jewellers could be sensible to revisit their general idea and long-term plan.

Establishing measurable targets may also help you successfully consider the success of your small business. These objectives ought to be particular, achievable, and time-bound, and may align with the general aims of the enterprise.

Some examples of benchmark objectives for a jewelry enterprise may embrace:

  • Income: Take into account setting a objective to succeed in a sure degree of gross sales or income inside a selected timeframe. For instance, intention to generate $50,000 in gross sales throughout the first six months of operation, or to extend annual gross sales by 20 per cent inside three years.
  • Buyer acquisition: It is perhaps useful to set a objective to accumulate a sure variety of new prospects inside a set interval. For instance, intention to accumulate 100 new prospects throughout the first yr of operation, or to extend the shopper base by 10 per cent yearly.
  • Profitability: Take into account setting a objective to attain a sure degree of profitability inside a selected timeframe. For instance, intention to attain a revenue margin of 15 per cent throughout the first yr of operation, or to extend revenue margin by 5 per cent yearly.
  • Development: Set a objective to attain a sure degree of development inside a set timeframe. For instance, intention to broaden your product line or open a brand new location throughout the first yr of operation, or goal doubling enterprise inside 5 years.

Establishing benchmark objectives is a vital a part of any marketing strategy. These targets present a method for enterprise homeowners to measure the success of their enterprise and monitor progress. By setting particular, achievable, and time-bound objectives, enterprise homeowners can keep targeted, motivated, and enhance their possibilities of success.

Having clear and measurable objectives additionally performs an enormous half in motivating the subsequent era and making certain all homeowners/managers are making choices to help the objectives set out. Reviewing the place you’re landed regularly is vital. Too usually, enterprise homeowners wait till the top of the yr to see if their objectives have been met; nonetheless, at this level, it’s too late to make any modifications.

When working a enterprise, there are sure to be 100 completely different priorities stealing focus at any given time. In the event you persevere, put objectives in place, and frequently check-in to see the place you measure up and the place you don’t, this can considerably enhance your probability of financial success.

Analysis the jewelry market to grasp the traits, competitors, and potential prospects. Use this info to determine alternatives and challenges for your small business. This may assist in creating a sensible and efficient advertising and gross sales technique.

How will you promote your jewelry or jewelry retailer and attain your goal prospects? What pricing and distribution methods will you employ?

Establishing a well-defined advertising and gross sales technique will assist entice and retain prospects, in addition to generate further income. For established companies, it by no means hurts to revamp your advertising technique, particularly with the arrival of social media and different free instruments out there for promoting (i.e. Instagram, TikTok, and so forth.). Whereas these platforms may appear a bit intimidating for many who are technophobic, they will play a big function in rising visibility and gross sales. 

Undertaking anticipated revenues, bills, and income for the subsequent three to 5 years. Use this info to create a funds and money stream assertion, then set benchmarks for measuring the enterprise’ success. A stable monetary plan will provide help to handle your funds, keep away from monetary pitfalls, and obtain your small business objectives.

Like in marriage, variations in monetary opinions can wreak havoc on enterprise relationships. Having a funds and projections may also help information all homeowners’ choices and guarantee everyone seems to be on the identical web page. Any spending past the funds would must be tabled and permitted by all homeowners. That stated, having a funds additionally promotes sooner decision-making, as there are clear parameters to observe that are consistent with the enterprise technique.

Along with the marketing strategy, there are a number of authorized paperwork you and your small business companions ought to have in place. For instance, a shareholders’ settlement—full with pre-determined exit methods and a transparent define of decision-making processes—can play a vital function in sustaining long-term concord amongst enterprise homeowners. In spite of everything, negotiating a departure when somebody is within the place to go away is way more troublesome than planning exists when everybody nonetheless will get alongside.

Wills may also must be up to date and consistent with the shareholders’ settlement. Many enterprise homeowners have wills stating all property will roll over to their partner at demise, as this can be a tax-free choice; nonetheless, this additionally means your small business associate could possibly be inheriting your partner as a decision-maker, which isn’t ideally suited. The identical concern arises with incapacity, whereby the ability of legal professional for property instantly has the proper to make enterprise choices, even when they aren’t educated in regards to the enterprise or have any want to make stated choices. House owners ought to guarantee they’ve a separate energy of legal professional for enterprise property. 

General, a well-written marketing strategy is crucial for any enterprise proprietor. This may provide help to make clear your small business idea, perceive your market, and develop a blueprint for attaining your objectives.

By taking the time to fastidiously plan your small business, you’ll be able to enhance your possibilities of success and create a powerful basis for development. When writing a marketing strategy, make sure you outline your idea and aims, conduct a market evaluation, develop a advertising and gross sales technique, create a monetary plan, and embrace supporting paperwork. By contemplating these components and following the information outlined above, you’ll be able to create a marketing strategy which is able to provide help to succeed within the aggressive world of jewelry. 

Danielle Walsh is a chartered skilled accountant (CPA), chartered accountant (CA), and holds certificates in household enterprise advising and household wealth advising from the Household Agency Institute (FFI). Walsh developed her philosophy and want to assist household companies from her father, Grant Walsh, who has labored as a household enterprise practitioner for greater than 25 years. She and her father printed a e book titled, A Sensible Information to Household Enterprise Succession Planning: The Recommendation You Gained’t Get from Accountants and Attorneys. Walsh additionally presently teaches the primary household enterprise course supplied on the undergraduate degree at Carleton College in Ottawa and not too long ago joined MNP as a associate, specializing in succession. She could be reached at [email protected].