The planning panacea

… vital for your business health (and your’s)

It is estimated that approximately two million small businesses currently exist in Australia.

It seems though that many are operating without business or marketing plans. Last year, in a presentation to the Council of Small Business of Australia , Prof Michael Schaper, Dean of the Murdoch University Business School identified that the typical small business owner had no business plan. This could explain in part the large number of businesses who unfortunately don’t survive.[1]

As often stated a plan is a road map to get to a destination.

It’s the ‘how to’ in achieving goals.

Business plans including marketing strategies are not only mandatory for potential business investors but vital also for start up’s and/or businesses wishing to franchise or license. Business and marketing plans are the foundation of an organisation’s processes and systems – that which is franchised/licensed.

In the current economic conditions it is critical to have a plan, or if one already exists to revisit it. Understanding an organisation’s resources, products and services, their profitability, the market, influences and an organisation’s customers – and what they now consider value, are vital before any strategy formulation. Strategy design and implementation after such analysis results in organisational efficiencies by avoiding reactive and wasted expenditure and conserving limited resources.

Overall, the organisation’s chances of long term success and viability increases.Planning does not need to be cumbersome and drawn out. Plans need to be be succinct, serve as ongoing reference tools and updated periodically.

Benefits of planning are not only significant for the organisation, but can also generate positive personal impacts.

Planning provides the small business owner navigating difficult times a sense of calm, control and focus.

Businesses have always operated in dynamic environments, and the current environment is particularly so. Even if the ship has to move off course at times on the journey, at least having a plan provides a far greater chance of getting to the destination – rather than sinking along the way. If you would like assistance with your business or marketing plans please call us. We would be happy to help.

To your business (and personal) health!


Anne Sorensen is Director of Marketing Is Us, a specialist marketing consultancy dedicated to facilitating business growth by providing strategic marketing solutions. She holds a Bachelor of Business (Marketing), MBA and is a Certified Practising Marketer with the Australian Marketing Institute. E:

[1] ABS 2007 statistics show that 35% of businesses operating in 2003 for example were no longer operating three years later

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