Plan - a small but powerful word. Directions, descriptions, details, strategy, methodology, concepts, reality, contingency, preparations, conditions, groundwork, research, designs, chain of events, protocols, transactions, tactics, goals, blue prints, obligations, projections, and many more words are part of, and describe a "plan."

Someone once said, "Life is what happens while you're busy making plans!" In some ways, this is very true. However, if we did not plan anything, not much of anything would happen. Plans are a form of controlled chaos. Plans give direction, purpose, and an understanding of what has to be done by whom.

The business plan and the marketing plan are uniquely different and yet they are intertwined and dependent on each other. While you can have a business plan without a marketing plan, you are decreasing the odds of your survival. The marketing plan provides the plan of action for accomplishing your business plan.

In military terms, the business plan is the strategy and the marketing plan is the tactics. Strategy is the concept of what is to be accomplished and why. Tactics defines and details the "who and how" the strategy will be accomplished.

Having a solid plan is not critically necessary! There are many businesses operating today without a formal written plan. However, it's important to remember that businesses should be ahead by design, not by default. A solid plan can be the difference between success and failure.

We've all heard, "have a plan and work it! Having your strategy and tactics in concise and written form will allow you to systematically target and accomplish your goals and make the necessary adjustments as you go along. With a plan, if something is not getting the results you expected, you can make adjustments. If you know exactly what you've been doing, you'll know exactly what to adjust. If you have no plan, you'll be shooting in the dark.

There are 3 elements required in building a successful business plan. All 3 elements must be developed in concert and maintained on a regular basis. They are: "Market Research"; the "Business Plan", and the "Marketing Plan".

The first element is "Market Research". Knowing what the market is doing and where it is potentially going is first element that gives an understanding of opportunity and direction. It also clarifies the market which helps define the needed marketing materials and approaches needed. Market research is an ongoing process which constantly updates information in regards to market shifts and changes that might affect both potential clients and the business.

The second element is the "Business Plan". Simply, this plan provides a complete overview, with the necessary details, of your business. It covers the "who, what, when, where, how and why" description of the business. Your business plan will help understand the challenges you'll be facing in both the market you are going to compete in and the skills and knowledge you have to have to succeed. Please note! A tremendous amount of the research information that you gathered in deciding whether you should be in business, or not, will be used in designing and developing your business and marketing plan. This information should have helped you in understanding what you will be facing, what opportunities are available, and how you are going to capture your chosen potential business market.

Your business plan should minimally include the following eight sections:

EXECUTIVE SUMMARY
A thumbnail description of your Business overall business plan including background and goals; gives a good idea of what the BUSINESS is all about and why

PRESENT SITUATION
A comprehensive review of the market and market potential, particularly important for what with the industry's growth estimates; a review of the current market and competitors; current market pricing and feasibility of sufficient profit to maintain operations and growth; a review of current mind sets and trends of customers, goals to be achieved, a summary of why success is expected

OBJECTIVES
Defining what you want to accomplish as a business is a very part of the plan. This section addresses what your main and future objectives you want to accomplish in the market place as well as the business industry; it declares what financial objectives (not in detail, but in general terms) you want to accomplish in one, three, and five years. Additionally it defines the image and perception you want to create. While it might look like a simple wish list, it helps set specific goals.

MANAGEMENT
A comprehensive background of all pertinent personnel involved in the company, including their backgrounds, experiences, philosophies, areas of expertise, and areas of responsibilities based on their abilities; specific business legal structure and justifications.

MARKET ANALYSIS
A current and potential BUSINESS markets and customers, how your business will differ from its competitors, how your business will win and maintain a successful market position, proactive and reactive elements of marketing and business development

PUBLIC RELATIONS
How your business will utilize public relations to help it through the media, community and business events, trade shows, conventions, and associations

FINANCIAL
A comprehensive review of projected operation costs and expected income revenues (usually five years' worth in spreadsheet format), especially important if your business is obtaining funding; the challenges of your business daily operations and required income; financial information per department, month, and year with any anticipated negative months or years (often realistic for any business first year)

Marketing Plan
A marketing plan - the third element- is the blueprint for your business plan objectives. While the business plan obviously deals with marketing issues, each person will still need to design a separate comprehensive marketing plan - a subset of their business plan, which should include everything from printed materials such as: letter heads; business cards; brochures and fliers; invoices; etc. This section also contains descriptions of the character of the business and the "feeling" you want potential and current clients, staff and the general public to have. This should be represented in all materials, attitude, and performance.

In addition, this section should have ongoing timelines for completion of the marketing efforts. This section is where the details of what they are going to do with whom, when they're going to do it becomes critical. This is the working of the "plan". Action details like: who you are going contact; how many phone calls; postcards; emails; letters; meetings; and any other of customer contact need to be planned and executed with purpose. Accountability and responsibility are critical for success.

Please note! Marketing is the weakest link for the majority of businesses today. Marketing requires a comprehensive understanding of marketing itself in addition to a strong understanding of business, management, people skills, sales savvy, finances, and a heavy dose of common sense. Without a solid, well thought out business plan that addresses all of these challenges, success will be most difficult, and perhaps impossible to achieve. In addition the success of the plan depends on the determination and will of those responsible for managing and implementing it.

In a nut shell, planning for a successful business is not just having an idea, but really delving into the nuts and bolts of the idea, how to implement and monitor it, how to stand out and deliver, and how to build the business with new clients and customers and be profitable. While there are many details that need to be addressed, your success can be by design, not by default.