Preparing for 2016 Fiscal Year for Federal Contractors

AMACONSULTONLINE.COM 301.577.9300 AMA CONSULTING

MARKETING PLAN AND SWOT ANALYSIS

PREPARING FOR 2016 FISCAL YEAR FOR FEDERAL

CONTRACTORS

INTRODUCTION

OBJECTIVE The objective of this document is to offer a tool to assess your company and identify gaps in performance that

need to be filled. We also give you a simple, easy to use template for setting short and long term goals for your

company.

SOLUTION The SWOT analysis is an evaluation tool that helps you measure the current and desired state of your business and your target market. Completing this SWOT takes you through an exercise that causes you to examine the internal and external factors that make your business what it is. The marketing plan template is a simple

mechanism for articulating short term and long term goals for your company and mapping out a blue print to

achieve those goals. Did you know that the original McDonald’s Corporation marketing plan was written on a

napkin? Our template is so simple, you can jot down your goals on a one pager and focus on achieving them.

LEARNING OUTCOMES • Craft Specific, Measurable, Actionable, Realistic and Timely goals you want to achieve as

an organization in the 12 months and over the next 5 years.

• Define your company’s strengths: Discriminators and Resources and weaknesses: gaps

to be filled in clear terms

• Understand your business environment: Opportunities: Market need for your services or product and threats: external factors that can adversely affect your business.


GOALS:!

Goals can be in terms of: Profit, Economic Value, Activity and keystone. MUST be Specific (Who, what and where),

Measurable (focus on elements like observable actions, quantity, quality, cycle time, efficiency), Achievable (Must

be within your control and influence), Relevant (Must be tied to your mission/vision for the business) and have a

Timeline (Must have target date for completion).

12 Month Goals

INCREASE REVENUE FROM: TO:

INCREASE PROFIT FROM: TO:


5 year Goals

INCREASE REVENUE FROM: TO:

INCREASE PROFIT FROM: TO:


STEPS

Create STEPS (Top Priorities) that are tied to each goal. In order words, what you need to do, step by step to

achieve each goal

Goal 1

Goal 2

Goal 3


SWOT ANALYSIS

STRENGTHS (INTERNAL): Unique selling proposition, networks, business infrastructure, resources

WEAKNESSES (INTERNAL): Lack of capital, no systems, procedures, services, skills

OPPORTUNITIES (EXTERNAL): access to contracts, teaming partners, certifications, past performance etc.


Threats: Obstacles, industry, economic technological regulation


For Strengths and Weaknesses, think in terms of:

Generating Prospects/Leads

Converting Prospects into Customers

Increasing Average Sale Amount per Customer per Quarter

Increasing Number of Transactions/Orders per Customer per Year

Improving Service Level & Profit Margin

Improving Systems

Improving Structures

Improving Skills

Budgeting/Testing/Measuring

Improving Culture


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CONTACT US

TELEPHONE 301.577.9300

ADDRESS 10104 Senate Drive Suite 208 Lanham MD 20706

EMAIL [email protected]


Marketing

Preparing for 2016 Fiscal Year for Federal Contractors