Registration Fee: $49 Early/$59 after 7/31/14 Business Plan 2: Establish Your Marketing Plan Many successful entrepreneurs agree that the marketing process is the most difficult, and the most critical, aspect of their business. During this, the second of the four business planning workshops, we will analyze your business, customers and competition and identify your competitive advantage. We will then discuss how to use this information to estimate your market share and sales volume, and develop your marketing program. Subjects to be addressed include: . A discussion of key marketing metrics. . Expanding the Attribute Importance Table to: . Include your most effective competitors. . Quantifying the information in the table toobtain a relative competitiveness score for you and your competitors. . Techniques for assessing market size, and your market share. . A discussion of the importance of brand and identification of key components contributing to brand identification. . Use of the completed Attribute Importance Table to formulate your marketing campaigns. . A discussion of both your baseline promotional program and specific marketing campaigns. . Survey of available marketing channels. At the culmination of this workshop, you should have the tools for use in creating a plan for developing a well formulated, precisely targeted marketing effort.