Seminars

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Consulting Seminars Business Plan

Strategy and Implementation Summary

The main thrust of strategy is to lever our identification with business plan software to offer seminars with real content and real value that will be useful to the participants. We understand the underlying needs and give the customer what they really need.

5.1 Value Proposition

In the corporate market: our clients get channel development programs that increase the quality of channel information, enhance the businesses of channel partners, and improve the attendance of programmed meetings, at a price commensurate with real value offered.

In the mainstream market: our clients get accelerated learning in a few hours with software to take home that vastly increases the value and likelihood of success.

5.2 Competitive Edge

Our most important competitive edge is the intimate link with the planning software. While other seminars may offer their participants content, we offer them both know-how and tools to use that know-how. They walk out of the seminar with a much higher likelihood of actually using it.

5.3 Marketing Strategy

Our marketing strategy is based on making our value proposition known to the potential market (through contacts, selling, leverage with allies, and the website) and focusing on the market needs of the main potential clients.

5.3.1 Promotion Strategy

Promotion is the hardest part. One of our key gaps as this plan is written is the sales and marketing manager with real seminar marketing experience. We need to build programs that work.

5.3.2 Marketing Programs

  • The website.
  • Email newsletter list.
  • Alliances with key organizations including SBDC, Chambers of Commerce, SCORE, AICPA, and AMA.

5.3.3 Positioning Statement

For companies marketing through channels, our business plan seminars provide better planning, better business information, and higher attendance at planned meetings. Unlike normal seminars, ours come with software included so participants will be much more likely to use it.

For entrepreneurs wanting to develop a business plan, our seminars gives them an accelerated head start that enhances knowledge and reduces fear. Unlike normal seminars, ours come with software included so participants will be much more likely to actually develop that plan, not just think about it.

5.3.4 Pricing Strategy

Our seminars should be priced above the medium, but not so high as to rule out participation from entrepreneurs. We aim for $495 per participant in the mainstream seminars, and $5,000 per day plus $100 per participant in the corporate market.

5.4 Sales Strategy

We need to be able to offer schedules and agendas off of our website, from which we can register clients as easily as possible. We should also set up a toll-free number to take registrations, probably through an answering service until the sales and marketing manager is on board.

5.4.1 Sales Forecast

The following table and chart illustrate the sales forecast. We're sure this is a manageable forecast.

Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Corporate Events 7 10 15
Corporate units 187 250 400
Standard Events 19 22 25
Participants 415 550 750
Other 0 0 0
Total Unit Sales 628 832 1,190
Unit Prices Year 1 Year 2 Year 3
Corporate Events $5,000.00 $15,000.00 $20,000.00
Corporate units $90.00 $90.00 $90.00
Standard Events $0.00 $0.00 $0.00
Participants $495.00 $495.00 $495.00
Other $0.00 $0.00 $0.00
Sales
Corporate Events $35,000 $150,000 $300,000
Corporate units $16,830 $22,500 $36,000
Standard Events $0 $0 $0
Participants $205,425 $272,250 $371,250
Other $0 $0 $0
Total Sales $257,255 $444,750 $707,250
Direct Unit Costs Year 1 Year 2 Year 3
Corporate Events $500.00 $500.00 $500.00
Corporate units $75.00 $75.00 $75.00
Standard Events $2,000.00 $2,000.00 $2,000.00
Participants $100.00 $100.00 $100.00
Other $0.00 $0.00 $0.00
Direct Cost of Sales
Corporate Events $3,500 $5,000 $7,500
Corporate units $14,025 $18,750 $30,000
Standard Events $38,000 $44,000 $50,000
Participants $41,500 $55,000 $75,000
Other $0 $0 $0
Subtotal Direct Cost of Sales $97,025 $122,750 $162,500

5.5 Strategic Alliances

Strategic alliances will be critical to this business. We need to develop alliances with entrepreneurial websites, SBDCs, AICPA, AMA, and others.

5.6 Milestones

The main milestones are shown in the following table and chart. The key is actually implementing the plan.

Milestones
Milestone Start Date End Date Budget Manager Department
Website plan 1/1/2002 3/1/2002 $1,000 Designato Website
Website implementation 2/15/2002 5/1/2002 $9,000 Designato Website
Recruitment marketing person 1/15/2002 3/1/2002 $2,000 Founder Management
Sales contacts and networking 1/15/2002 4/1/2002 $2,000 Founder Management
Initial market communication 3/15/2002 6/1/2002 $5,000 Marketing Marketing
Bank loan 12/1/2001 1/1/2002 $0 Founder Management
First corporate seminar 1/1/2002 3/31/2002 $2,000 Founder Management
Second corporate seminar 3/31/2002 5/1/2002 $2,000 Marketing Marketing
First mainstream seminar 4/1/2002 5/1/2002 $2,000 Marketing Marketing
Totals $25,000