Tag Archives | business planning

Target Audience – The 5 A’s Model

Delimiting and defining your target audience is the starting point for any business plan, marketing strategy or brand architecture; yet it’s a discipline that many struggle with, often defaulting to limiting or misleading perspectives and measures. As Michael Dell stresses, “The idea of being all things to all people is a thing of the past.” […]


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Business Model Canvas

Advantages of the Business Model Canvas

Whether you’re in startup mode or gaining traction, you need real clarity on your business model so you can design your business for success. The Business Model Canvas (BMC) was originally developed by Alex Osterwalder and Yves Pigneur, and presented in their seminal 2010 book ‘Business Model Generation’ as a visual framework for devising, developing […]


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SWOT Analysis Alternative: SCOPE Situational Analysis Tool

For generations in marketing and business we’ve used the SWOT Analysis to evaluate a company’s, unit’s or brand’s position, and consequently as a starting point to devise future strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal for over 50 years. It provides a […]


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