Putting together a marketing plan will help you think through key issues and challenges: what makes your products or services unique, what kinds of customers need what you offer, how you can reach those customers, what marketing goals you should set (and how to measure them)—even how to grab market share from your competitors.

Taking the time to create it will help you crystallize your thoughts and ensure that your marketing efforts are deliberate and effective, not random or scattershot. Your plan needn’t be long or complex. The form isn’t as important as getting your head around the details. A comprehensive marketing plan should include the following:

1. A detailed description of what your company has to offer and the unique features and benefits of your products and services

2. An analysis of your competitors—their strengths and weaknesses

3. A precise description of your primary and secondary markets

4. A list of specific, measurable marketing objectives

5. An action plan for accomplishing your objectives

6. A budget for implementing the plan

7. A timetable for periodic measurement of your objectives