Essentially every company, from the smallest startup to the largest multinational corporation, is revenue dependent. Revenue is the lifeblood of business. Without it, no enterprise can survive. When developing a marketing plan, there are a plethora of options.

For a specific organisation and a product or service try to answer the following three questions:

1. Why would a prospective customer buy your product or service rather than a competitor’s?

2. Is there a segment of the market that would value the things that differentiate your product or service and is it large enough to support your business?

3. What is the most cost-effective way to reach this segment with the message that your product or service is different?