# Marketing strategy, one page

Fill this in before spending anything. If a section cannot be answered, that
is the finding, not a gap to skip.

## 1. The business
- What we sell, in one sentence:
- Average order or contract value:
- Gross margin percentage:
- What a new customer is worth over their lifetime:
- Current monthly revenue:
- Capacity: how many more customers could we actually serve this quarter?

## 2. The customer
- Who buys, specifically (role, business type, situation):
- What triggers them to start looking:
- What they search when they do:
- What they compare us against:
- What stops them buying:

## 3. The numbers that decide everything
- Maximum we can pay to acquire a customer (margin x LTV x target payback):
- Current cost per enquiry, by channel:
- Enquiry to customer conversion rate:
- Therefore, maximum viable cost per enquiry:

## 4. Channels
For each: why it is on the list, what it costs, and how we will know in 90 days.
- Channel 1:
- Channel 2:
- Channel 3:
- Explicitly not doing, and why:

## 5. The offer
- What someone gets when they enquire:
- How fast we respond:
- What it commits them to:
- Why us rather than the obvious alternative:

## 6. Measurement
- Primary metric:
- Secondary metrics:
- What we will NOT judge this on:
- Reporting cadence and who reads it:

## 7. The 90-day plan
- Month 1:
- Month 2:
- Month 3:
- What would make us stop: