What is driving us to do this?

SWOT Analysis

Customer Findings What have we learned from customers?

Do we have competitors and threats in these target markets with the proposed offerings?

What are our competitors doing and how are they positioning?

How do we position against each competitor?

Buyer Profile

Influencer Profile

User Profile

What do customers want and need?

What business problems do each of these customers have?

Which customers or sets of customers do we sell to?

What are the target market segments that we want to go after?

What are the distinct problems for each segment of the market?

New Prospects

Existing Customers

What are we selling?

Product Definition

Pricing

Packaging

Positioning

What is the Value Proposition to the Customer?

What pain are we solving?

Revenue and P&L Forecast (5 Years)

Revenue should be split out quarterly

Should include a description of the costs in entering this business and profitability analysis

P&L for the offer to include gross margin, net income and break even analysis.

Direct Sales Strategy

Inside Sales Strategy

Channel Sales Strategy

Channel Strategy

Technology Partnerships

Solutions Partners

What is the key messaging and positioning for the service offer? (Pain, alternatives, solution)

How do we communicate internally?

How do we communicate externally?

Marketing Programs (Installed base versus new prospects)

Advertising (Publications, etc.)

Analyst Relations (Target Analysts)

Public Relations

Events (Trade shows, SEO/SEA, Seminars)

Webinars

How do we generate and qualify new leads for the target offer?

Prospect Lists

Key Questions to Ask

Sales Collateral

Presentations

Data Sheets

White Papers

ROI Tools

Other Sales Tools (web site, etc.)