The next marketing section of a business plan is the "Go-To-Market Plan". This plan details how to get your product or service in front of customers, and how to close them once you do.
The subsections this chapter should have are:
1) Overview of why your product will sell. What is it's unique positioning, and why?
2) A full Marcom plan to include trade shows, target publications, Adwords campaigns if you plan to use them, speaking engagements, website design, and PR strategy. The PR strategy should include your target press releases and their messaging, and your target press contacts. A press release schedule is also a good idea.
Your messaging scheme to include both primary and secondary messages should be well-thought out and detailed.
A corporate color scheme and logo - chosen to convey your corporate AND product messaging should be included. This should be reflected in the overview of your website design.
In your PR strategy, you should choose a good outside PR agent or agency to represent you. Present why they are the best choice, and examples of their past successes.
If you have also chosen a good professional website designer, detail their qualifications as well. This is especially important if your business is web-based.
3) A description of how to best reach your target market - their hot buttons and urgent wants.
4) A sales channel strategy. This one requires some thought, as a direct sales force can be quite expensive, and contract sales people can pose a challenge in terms of creating mindshare.
5) A sales pipeline of all the current engagements you have, and how far along they are. Here, it is a good idea to quantify potential revenue and then multiply it by the probability of the deal. List how long you think each engagement will last as well.
A great tool for creating the sales pipeline is the Miller-Heiman methodology. You can sign up for a low fee and take advantage of their premade forms and training.
6) A section to tie all of the above together into a coherent strategy for generating revenue.
After all - revenue and shareholders value is the bottom line!
