Alice: Oh, no, no. I was just wondering if you could help me find my way.
Cheshire Cat: Well that depends on where you want to get to.
Alice: Oh, it really doesn’t matter, as long as…
Cheshire Cat: Then it really doesn’t matter which way you go.
From Alice in Wonderland (1951)
Recently a trusted advisor listened carefully as we described the progress one of our teams was making. They had formed their team, purchased a domain name and were in the process of drafting posts for publishing on the blog. They were sharing their drafts with the team, asking for feedback and, in the process, starting to lay the foundation for real teamwork.
At which point, our advisor asked if the team had a marketing plan. Our answer was, “No.” That lead to a discussion of why not (Too early in the project), would any plan be a team or individual effort (Team because we are developing teams), would there be a major session devoted to the team writing such a plan (No).
What we are doing is backing into a marketing plan. We pretty much have identified a target market by age, interest in a healthy lifestyle, location and budget. Our priority is to assemble the working team, get them posting and finding their own “voice,” and develop a tactic to recruit subscribers. Then they will have a “product.”
Our experience suggests that time spent having four people write a marketing plan would not be productive. But once the same four people have something to show and promote, developing even a rudimentary marketing plan should meet with more acceptance.
Make sense? Comments welcomed.