A one-page marketing plan a real business can run

The situation

A local business — a gym, a bakery, a coaching centre, a mobile shop — posts on Facebook when somebody remembers to, has no idea where its customers come from, and spent Rs 5,000 on an ad last Eid that "did nothing".

You will build the plan the course describes, for that business, using its real enquiries and real numbers where they exist and honest estimates where they do not.

What you'll be able to show

• Describe a business's customer, funnel and channels from evidence, not assumption
• Turn twenty real enquiries into a content plan
• Write three versions of one post and choose on the reader's terms, not the seller's
• Judge a campaign with the four numbers and say whether it should continue

What you need

• One real business willing to share its last twenty enquiries (messages, calls, walk-ins)
• Its social pages, and any ad it has run
• A document and a calculator

Tasks

1. 1The five questions
   Answer the five questions from lesson 1 for the business in one sentence each. Where you cannot answer, write exactly that — the gap is the finding.
   A correct result: Five sentences, or a stated gap where there is one.
2. 2The funnel, with numbers
   Estimate how many people reach each stage in a month, from seeing the business to buying. Mark each number as counted or guessed. Name the biggest drop.
   A correct result: A funnel with a number at every stage, each labelled counted or guessed, and one named drop.
3. 3Channels: organic, paid, owned
   List every channel the business uses and label each. Then write one realistic way it could start an owned channel (a WhatsApp list, an email list) this month, and what it would offer to get people onto it.
   A correct result: A labelled channel list — most owned columns are empty — and one concrete owned-channel plan.
4. 4Twenty enquiries into a content plan
   Read the last twenty enquiries. Write down every repeated question and every hesitation. Turn them into eight post ideas, each answering one question or hesitation.
   A correct result: The question list, and eight post ideas traceable to it.
5. 5Three versions of one post
   Write one post three ways — outcome first, objection first, proof first. Read all three aloud to somebody who is not you. Record which sounded least like an advertisement, and why.
   A correct result: Three posts, one listener's verdict, one sentence of reasoning.
6. 6Judge the last campaign
   Take the ad the business actually ran (or a realistic imagined one). Calculate the four numbers from lesson 6 — spend, reach, results, cost per result — and write one sentence: should it continue, and what would change first.
   A correct result: Four numbers with their arithmetic and one decision sentence.
7. 7The one-page plan
   Write the plan with all seven headings from lesson 7, on one page, for the owner. No graphics. The plan is the work.
   A correct result: One page, seven headings, every line specific to this business.

What to hand in

The one-page plan, plus the working behind it: the funnel, the channel list, the enquiry analysis, the three posts and the campaign arithmetic.

How it is marked