Focus On
The Marketing Plan

While the business plan is a comprehensive overview of your business, the marketing plan directs and coordinates your marketing efforts. It is your road map to identifying your customers and the competition, analyzing the marketplace, and formulating market strategies to reach your market. Often the marketing plan is a component of your business plan and supports your business objectives.

To develop an effective marketing plan you need to know your customers —
• Who are they?
• Where are they?
• What do they need?
• How do they make buying decisions?
• Where do they buy?
• How can I reach them?

Who is the competition? More specifically: What is their market share and what makes your product or service unique from theirs.

The marketplace is continually changing. Economic trends, seasonality, and the regulatory environment can severely impact your business. Often these factors are beyond your control, but a little planning can eliminate major surprises.

To reach your target market and generate sales, you need a marketing strategy. Often this is referred to as the marketing mix or the four P’s: Product – what are the benefits to the consumer; Price – how is it priced to attract your customer base; Place – what are your distribution channels; Promotion – how can your customers be reached. In other words, how do you position your product/service in the marketplace to attract potential customers and generate sales.

Marketing is a cyclical endeavor. As market conditions change your plan will need updating.

The following resources are available at the library.

DH - Dix Hills M - Melville

McDonald, Malcolm 2008
Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy
658.802 MCD (DH)

Norman, Jan 2004
What No One Ever Tells You About Marketing Your Own Business: Real-Life Advice from 101 Successful Entrepreneurs
658.8 NOR (DH)

Nykiel, Ronald A. 2003
Marketing Your Business: A Guide to Developing a Strategic Marketing Plan
658.802 NYK (DH)

Westwood, John 2006
How to Write a Marketing Plan
658.802 WES (DH)

Westwood, John 2005
The Marketing Plan Workbook
658.802 WES (DH)

Coming in May
The 4th Annual Small Business Month at the Half Hollow Hills Community Library

A month long series of programs for entrepreneurs and small business owners.
Watch for program details in the coming months on Business Link and in the April First R newsletter.

New Business Database

The Global Road Warrior —
Your Ultimate Business Travel Guide

The Global Road Warrior is a comprehensive business travel, telecommunications, and cultural guide covering 175 countries. Each country listing includes —
Key facts – The people, economy, work week, money, city codes, climate, country map, entry and departure requirements, and more.
Communications – Details on all aspects of telecommunications.
Business Culture Insights – Cultural “crib sheets” on greetings and courtesies, business meetings, women in business, business attire and social etiquette.

From the Half Hollow Hills Community Library homepage (from the library or from home), go to Reference, Business & Law, and click on Global Road Warrior. You will need your library barcode to log on.

The Half Hollow Hills Community Library
MEANS BUSINESS

Numerous business databases are available at the library or from your home computer. Check out the library’s website for additional business databases.

Reference USA
Need information on an international company? The library subscribes to the International Business database from Reference USA. Find in-depth company profiles on 3 million international companies, including key executives and detailed financial information. Also included are extensive profiles of 100 industries. From our homepage (from the library or from home), go to Reference, Business & Law, and click on Reference USA. International Businesses is listed second on the left.

Plunkett Research Online
In-depth industry analysis of 29 industry sectors. Detailed company profiles of leading companies in each industry are included. From our homepage (from the library or from home), go to Reference, Business & Law, and then click on Plunkett.

Take Advantage of
Standard & Poor’s NetAdvantage
With Standard & Poor’s NetAdvantage, you have ready access to S&P industry surveys, stock reports, mutual fund reports, bond reports, corporation records, The Outlook, and more. From our homepage (from the library or from home), go to Reference, Business & Law, and click on the Standard & Poor’s Net Advantage link. You will need your barcode to log on.

Book Choice

The Power of Thank You —
It Isn’t Just Etiquette

Deborah Norville’s, Thank You Power: Making the Science of Gratitude Work for You, brings together recent behavioral and psychological research to prove that giving thanks can make you happier and healthier. This quick 146 page read gives practical advice on how to improve your thought process, reduce stress, think more creatively, and become less intimidated by challenges – all with just two words -
Thank you.

She reminds us that;

* Being thankful for the things you already have helps you to positively manifest more of the “good stuff.”

* Counting your blessings helps to shift your attitude and raise your energy level.

* There is always good in every situation. Look for the good. Let it be a learning experience.

* Kindness to others has a boomerang effect.

* Doing something nice for another helps to raise your self confidence and how you feel about yourself.

Find this book at the library.

Norville, Deborah 2007
Thank You Power: Making the Science of Gratitude Work for You
179.9 NOR (DH) (M)

New to the Collection

The Business Plan

Berry, Timothy 2008
The Plan-as-You Go Business Plan
658.401 BER (DH)

2008
Business Plans That Work: For Your
Small Business
658.022 BUS (DH)

Chambers, K. Dennis 2008
The Entrepreneur’s Guide to Writing Business Plans and Proposals
658.4012 CHA (DH)

Pinson, Linda 2008
Anatomy of a Business Plan: The Step-by-Step Guide to Building Your Business and Securing Your Company’s Future
658.4012 PIN (DH)

eBay

Ennico, Clifford R. 2008
The eBay Business Answer Book: The 350 Most Frequently Asked Questions About Making Big Money on eBay
658.87 ENN (DH) (M)

Miller, Michael 2008
Starting a Successful eBay Business: Start Selling Today--and Achieve Business Success Tomorrow!
DVD 381.177 MIL (DH)

Schepp, Debra 2008
eBay PowerSeller Secrets: Insider Tips from eBay’s Most Successful Sellers
658.87 SCH (DH)

Stim, Richard 2008
eBay Business Start-Up Kit: With 100s of Live Links to All the Information & Tools You Need
658.87 STI (DH)

Need Help Writing
Your Business Plan?

Creating a business plan is a smart way to keep focused on your business objectives. The business plan provides you with a comprehensive overview of your business. It allows you to review the pros and cons of your proposed business before you make a financial and emotional commitment.

Help is here. Over 150 sample business plans can be found in the Business & Law database. These detailed business plans cover a broad range of businesses in the manufacturing, retail, and service industries.

A sample business plan template,
a glossary of small business terms, and
a list of resources to help the entrepreneur are also included. From our homepage (from the library or from home), go to Reference, Business & Law, the Gale Virtual Reference Library, and then click on Business.

Attention Entrepreneurs!

Get Great Business and Personal Finance Book Suggestions by Email

NextReads delivers reading lists right to your e-mail inbox. Every newsletter includes links directly to the library catalog, so you can be at home in your slippers or taking a lunch break at the office while placing holds on the books you want–and then we’ll call you when the books are ready to pick up! Business and Personal Finance selections are updated bimonthly. Go to the sign-up page on the library web site at hhhlibrary.org and click on the logo on the left, or ask a staff member to show you how and start receiving great Business and Personal Finance suggestions today.

Business Link on the Web

Visit Business Link on the Half Hollow Hills Library home page. Locate websites of interest, local business organizations, upcoming business events, or access the library’s business databases.

If you have suggestions for future programs at the library, e-mail us at bizlink@suffolk.lib.ny.us

New to Reference

2009
GAAP Handbook of Policies and Procedures
Business Ref 657 GAA (DH)

An essential reference for applying generally accepted accounting principles. It contains guidelines, checklists, diagrams, and illustrations from annual reports.

2009
New York Manufacturers Register
Business Ref 338.025 NEW (DH)

A directory of New York State manufacturers, wholesalers, and distributors. Locate companies by product/service or by geographical location. Company data includes: address, telephone number, fax number, toll free numbers, key personnel, number of employees, annual sales and year established.

2009
Direct Marketing Marketplace
Business Ref 659.133 DIR (DH)

A directory of 8,200 organizations in the direct market industry. Each entry includes address, phone and fax numbers, number of employees, and more. The directory is divided into 5 key segments of the industry: direct marketers, service firms & suppliers, creative services, associations/courses, and a bibliography of books and periodicals.

2009
The Corporate Finance Sourcebook
Business Ref 332.02573 COR (DH)

This is a comprehensive guide to capital investment resources and financial services available to the business community. Over 3,000 entries cover venture capitalists, major private lenders, investment banks, business intermediaries, and more.

2008-2009
New York 411
Business Ref 791.4 NEW (DH)

This is the tri-state area’s one-stop professional guide for film, television, commercial and music production. Listings include production support, crew, post production, camera/sound equipment, props/wardrobe, and location services & equipment.

Compiled by Eileen Effrat
Reference Department
First printing 350
January 2009