When you’re writing or rewriting your marketing plan, review the current state of your business objectively. Look at your business with a critical eye and see whether you’re satisfied with the current state of your business. Ask yourself:
• Is your business profitable enough?
• Is your business still fun or has it swallowed your life?
• Does your marketing material still accurately reflect your business?
• Is all your marketing material consistent with your branding?
• Have you got systems in place that make your business easier to run?
• Are there any areas you could outsource to make your business more efficient?
Study case at Blue Gum Restaurant: Tania James and Bill Johnson analysed their business and realised that on the whole they were satisfied, but that if they wanted to take time off, they needed to make their business more efficient so it could run without them.
They decided to get a computerised booking system linked to their existing database. They also acknowledged that their teenage children, who had been helping at weekends, were no longer as willing to do so, so they needed to find some experienced casual workers.
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