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With summer vacations over and schools back in session, marketing plan "season" is fast approaching. This is a time when you reflect on the effectiveness of your business marketing programs. You will be planning to improve performance of some marketing programs, discontinue some, and try others for the first time.

Each Marketing Plan is Unique

For those writing a marketing plan for the first time, it is important to know that there is no "magic formula" to an effective marketing plan. Formats and procedures vary widely, and your marketing plan will be one-of-a-kind.

Your company, customers, competitors, and suppliers interact to create a unique and ever-changing business environment. Because of this, your marketing plan should also be unique and frequently changing. What worked wonderfully for one company may be a dismal failure for you. What worked yesterday for you may not be the thing for you to do today. By thinking of your plan as a unique and perpetual work in progress, you can be better prepared to change direction when the business environment changes.

A Plan Makes a Profitable Difference

Ultimately, your marketing plan is a compass by which you navigate your day-to-day business. As opportunities arise or your business environment changes, the objective and strategies in your marketing plan will point you toward the best action. Without a marketing plan, you are guessing what might be best for your business. And don't forget to address your Web site in the marketing plan. Without a marketing plan your Web site may be a drain on your finances rather than a business builder.

Also, understand you do not need a marketing degree and a lot of experience to update or create a marketing plan for your business. Once you have a structure to follow, the rest is a matter of rolling up your sleeves and getting it done. There is no single approach to developing a marketing plan. There is a wide selection of books, toolkits, and software to help you through the planning process. Some approaches require a great deal of time and others are "quick and dirty." All can be applied to your business as a whole, an individual product, or your Web site.

So, in all the hustle and bustle of everyday business activities, don't forget to take the time to update an existing marketing plan or write a new one. Your future profits depend on it!