In this first chapter you’ll discover why every business – even a small student start-up or micro enterprise – needs a marketing plan. You’ll learn to think of it as your “business GPS” that keeps you on track, saves time and avoids costly mistakes. We’ll show you how to describe your product or service in plain, compelling language, write a quick 20-second elevator pitch and turn features into benefits so your unique selling proposition (USP) stands out immediately.

Here you’ll learn that “if your business is for everyone, it’s really for no one.” This chapter helps you zoom in on the right people so your marketing works harder, not louder. Using local Malaysian examples, you’ll practise segmenting customers by demographics, geography, lifestyle and behaviour, build realistic customer profiles, and identify primary versus secondary markets that fit your product best.

Numbers don’t have to be scary. In this chapter you’ll see how to turn data into clear decisions by calculating the size of your market, estimating a realistic share you can capture and forecasting your sales. You’ll also learn how to spot and analyse direct, indirect and potential competitors using simple SWOT tools so you know where the gaps and opportunities lie before you launch.

With the groundwork done, this chapter shows you how to design the heart of your plan: the marketing strategy. You’ll learn to transform your product description into a winning product strategy covering positioning, branding and packaging. We’ll explore different pricing options (cost-based, value-based, psychological, bundling), pick the best distribution channels (direct, indirect, online or hybrid) and create an integrated promotional mix that includes digital and direct marketing – from social media ads and influencers to WhatsApp broadcasts and email campaigns.

Finally, you’ll learn to fuel and pitch your plan. This chapter walks you through classifying expenses into fixed assets, monthly costs and special events so you can prepare a clear marketing budget that won’t break the bank. Then you’ll structure a simple but powerful business pitch – starting with a hook, outlining your idea, market, strategy, budget, team and ask – and practise presenting it with confidence to lecturers, investors or partners.