This is the second milestone of your business plan—the marketing plan.Tasks:Research the market of the attached project. generate a 6- to 7-page marketing plan for your chosen project. In your mark

Business Plan Breakdown: The Marketing Plan

Argosy University

Business Plan Breakdown: The Marketing Plan

Marketing Plan Targeting: The marketing plan will involve conducting primary research by speaking with local small business owners to determine the viability of the business. The research will begin with the team conducting interviews with the business owners they know or have previously worked with (Mariotti, S., Glackin, C., 2011, pg. 131). This will give the team insight into what human resources activities the local small business owners might find useful within that specific industry, as well as pricing strategies they may be open to considering. By speaking with acquaintances and friends first, the team is more likely to get honest and fair responses about their expectations of services and prices. Secondary research will also be used to evaluate the services of any competitors in the area, prices they charge, and any feedback from clients (Mariotti, S., Glackin, C., 2011, pg. 131). This can be done by doing online research using the company’s website, local business forums, Better Business Bureau reports, and financial publications. These are only some of the opportunities in which small business owners have access, in addition to alternative funding opportunities only offered to these businesses. 

The market that Seven Cities Consulting will be focusing on is small to mid-sized businesses with 250 employees or less, in the Hampton Roads area.  This market can be separated into two major segments; the small businesses that work with government and military related products and services, and the small businesses that work with any non-government or military related products or services. Seven Cities Consulting will work with the latter, as the former already has a significant amount of consulting companies that cater to those types of industries, as opposed to only a few companies that focus on all other industries. The industries that will be included in the company’s market segment are local retail operations, restaurants, service industries, hospitality, real estate, etc. All three members of SCC have backgrounds and experience working in the majority of these industries, which will give them an insight into what companies might need, as well as contacts that are still working in those industries.   

 Positioning Statement:  Seven Cities Consulting is a small human resources consulting firm with a passion for providing other small businesses in Hampton Roads with more affordable, comprehensive, professional human resources services to help them build sustainable growth.

Products and Services: Seven Cities Consulting will offer a variety of human resources services that companies can choose from depending on their individual needs and financial constraints. Benefits administration – consult clients on various types of benefits that they could provide to employees, the costs associated with each type of benefit, enrollment in benefits, and manage employee enrollment (www.shrm.org). Employee relations – consult employees on work-related issues, conflict resolution, and discuss policies and employee conduct. Performance management – includes setting expectations of appropriate conduct, developing employee skills, and evaluating employee performance to maximize efficiency. Onboarding – introducing new hires to the workplace environment, policies, procedures, and job functions for a smooth transition (www.shrm.org). Policy implementation – consult with clients to create company policies and procedures, evaluating current company policies, updating policies to reflect changes, and putting new policies into effect, including codes of conduct and standard operating procedures (SOP) manuals. Recruitment/employment – consulting with clients to determine which positions need to be filled, development of job descriptions and job postings, interviewing candidates, background and reference checks, hiring new employees (www.shrm.org). Affirmative action and employment law compliance – ensure equal opportunities and non-discrimination of minorities, veterans, women, and people with disabilities, labor laws, health and safety laws, sexual harassment, and FMLA compliance ("Affirmative Action," 2016, para. 1). Payroll management – consult with clients on employee salary rates, oversee employee time management and overtime compensation, maintaining employee time and attendance software, and employee record management.

Pricing Strategies: Seven Cities Consulting will offer services to clients in several ways in order to provide each client with personalized services that meet specific needs of the company. Benefits administration services will be charged on a project by project basis. These services involve researching various types of benefits, and determine the best options for the client’s needs, presenting the options to the client, and completing enrollment ("How to Start," 2016, para. 60). Depending on the client’s employee relations needs, charges can be calculated on an hourly or retainer basis. Performance management can be billed using project rates, on a retainer basis, or by hourly rate depending on the client’s needs. New employee onboarding services will be offered on an hourly basis and will depend on how long the client’s onboarding process takes ("How to Start," 2016, para. 60). Policy implementation will be subject to project rates which will vary depending on the type and amount of services required. Recruitment and employment services can be charged on a retainer basis if the client has long-term or high volume recruiting needs. Recruitment services can also be charged using project rates for short-term or simple recruitment or hourly rates if clients only require interviewing assistance. Affirmative action and employment law compliance will be offered on a retainer basis only. Payroll management services can be obtained by a retainer basis. Seven Cities Consulting offers clients a free 30 minute initial consultation (http://www.morconsultingservices.com/). Any additional consulting service charges will be charged on a case by case basis and agreed upon by the company and client.

Promotion Plan: Seven Cities Consulting will use a variety of marketing strategies in order to reach its intended marketing segment. Its online marketing will include a company website, creating social media accounts including Facebook and LinkedIn, Facebook advertising, a company blog, Google AdWords, Google Places, community websites, and local directories (Schiff, 2014, para. 5). By using several types of online marketing tools, it increases the company’s exposure to potential clients and more chances to reach its target market. The company will use direct mailing, cold calling, client and acquaintance referrals, sponsoring local events and charities, visiting local small businesses to speak with owners directly, and joining local organizations.

There are several programs within Hampton Roads that cater to these types of small businesses by offering certifications, services, and resources to help them succeed.  One program that offers services such as these is SWaM (small, women & minority), and SCORE which is a “national network of more than 11,000 entrepreneurs, business leaders and executives who volunteer as mentors to America’s small businesses” (Small Business Association Office of Marketing and Customer Service. [SBA], 2015, p. 7).   Additionally, the “Small Business Association’s (SBA) Women Business Center (WBC) program is a network of over 100 community-based centers that provide business training, counseling, coaching, mentoring and other assistance geared toward women, particularly those who are socially and economically disadvantaged” (Small Business Association Office of Marketing and Customer Service. [SBA], 2015, p. 10). Through programs like the Hampton Roads Chamber of Commerce, and SBA’s Resource Partner Network, small business owners are able to connect and network with one another and to get feedback about potential services, pricing, and build future business.

Target Locations and Viability: Seven Cities Consulting focuses on the seven cities in the Hampton Roads area of Virginia which includes Hampton, Newport News, Portsmouth, Norfolk, Suffolk, Chesapeake, and Virginia Beach. Within these cities, the areas that will be targeted will be where businesses are more concentrated and can be accessed easily. They are also more likely to have the most business and a larger number of employees. Also, the company will target the popular tourist areas, as during the peak seasons, the small and mid-sized businesses will increase their staff to accommodate the increased business. The peak season also draws a large number of international students with temporary work visas that are looking for employment. The foreign workers add complication to employment laws, workforce administration, regulations, payroll, and benefits for smaller businesses.

References

Affirmative Action. (2016). Retrieved February 1, 2016, from http://www.dol.gov/general/topic/hiring/affirmativeact

How to start a consulting business. (2016). Entrepreneur. Retrieved from http://www.entrepreneur.com/article/41384

Mariotti, S., Glackin, C. (12/2011). Entrepreneurship: Starting and Operating a Small Business, 3rd Edition. [VitalSource Bookshelf Online]. Retrieved from https://digitalbookshelf.argosy.edu/#/books/9781256690818/

Schiff, J. L. (2014, May 8). 8 Expert online marketing tips for small businesses. CIO. Retrieved from http://www.cio.com/article/2376444/online-marketing/8-expert-online-marketing-tips-for-small-businesses.html

Small Business Association Office of Marketing and Customer Service. (2015). Resource guide for small business: U.S. Small Business Administration: Virginia [Annual guide]. Retrieved from Small Business Association website: https://www.sba.gov/sites/default/files/files/resourceguide_3155.pdf