Action Management - Marketing for Results
Produced by Milestones International, 23 School Road, St Andrews, Scotland,KY16 0BA
e-mail: [email protected]
website: http://www.milestonesint.com
Method: CD Rom

The full package of "Marketing for Results" consists of a multi-media, interactive CD-ROM with supporting hard copy of workshop notes. It is aimed at small to medium businesses, academia and training companies.
On this demo CD-ROM there was restricted functionality, and no hard copy notes to view , however it was sufficient to explain how the full package would work.

A female presenter appeared within a boxed area on screen, to talk users through the stages of this accepted logical flow to producing a business plan. She explained the COMPACT business planning method, which comprises:

C - Company analysis (current status)
O - Objectives (where you want the business to go)
M - Marketing strategy (the 'big picture' or overview)
P - Program and tactics (the steps required to achieve the strategies)
A - Action plan (the What, When and Who detailed steps)
C - Control (the measurement of plan against actual achievements)
T - The 3 R's (the resource of people, finance and time)

This CD-ROM provides a common sense, practical guide to producing a business plan. It will be useful for new businesses as an essential part of the start-up process and even established businesses to use in a recommended periodic review.
It assumes that users have a basic understanding of moving through the screens. Its uses of visuals, voice and the interactive part appeal to the multi senses of users. This demo did not permit data entry or access to the tutorial notes for ideas and suggestions. Case studies will also be provided in the full package. There are handy e-mail and print facilities too. Some users prefer to write on hard copy.
Writing a business plan is one of the more mundane but necessary parts of being in business and this multi-media package may ease the pain for some. If there is a way to brighten the task through use of more creative visuals, humour, cartoons, etc then that would appeal to this user.
To summarise, "Marketing for Results" is a training and business development tool containing a logical marketing planning structure. It can be used as an educational tool or for distance learning.

Wilma M Taggart at Wilma Taggart Associates -Training Consultancy.
e-mail [email protected]