To water the field, a farmer was forced every day to draw water from the well and bring it up to the irrigation canal.
To do this he used a bucket which, however, was a sieve. So, when it came to the irrigation canal almost all the water had been lost along the way.
Day after day, he went back and forth drawing water with a bucket with a hole.
A friend pointed out that the bucket was broken.
"Sure, I know, I'm not blind," said the farmer.
"Why not fix it?"
"I have no time. I'm too busy to draw water."
Sufi story - The finger and the moon
Keep in mind
This section is about planning, and specifically about two very important plans for a business: the business plan, and the marketing plan, which is a special section of the business plan.
So, what’s the use of a marketing plan?
In the following pages, you will find a possible index for your marketing plan and a template for you to complete your personal plan. To make it more understandable, most sections will be divided into two sections: an empty space to be filled in, on the left, and questions to be answered – or an example - on the right.
Even if you do not have a particular project in mind at the moment, you can invent one as an exercise, or else you think of a previous project you have launched, put its key elements in, and use the template as a check.
Although simplified, the index might prove a bit too complex if you have a very small business. It has been done for completeness, but you can skip the section that are not relevant to you.
Important definitions, to be read before going further | |
PEST | Analysis of the Political, Economic, Social and Technological environment |
STP | Segment, Target, and Position |
SWOT | Strengths, Weaknesses, Opportunities, Threats |