ABSTRACT
This chapter discusses the idea of a simple one-page marketing and sales plan to guide the effectual effort. It describes the three core elements of the plan: build customer value, market presence and customer relationships. The chapter addresses the four Ps: promotion, product, place and price and emphasises the importance of creativity and social media to compensate for a limited marketing budget. The development of the plan will be an ongoing effort that is directly related to the customer development process. It begins with the aim of discovering the start-up's customers and obtaining first customer reactions to test hypotheses about the new product and its market potential. The firm's marketing mix is the higher-order concept composed of product, price, place and promotion decisions. The concept of mix emphasises that the four factors are interdependent and need alignment. Economic theory asserts that in a free economy, the market price reflects interaction between supply and demand for a product.
