Under the impact of special circumstances in special periods, do we need to readjust the annual plan we previously formulated? How to optimize? How can we formulate a scientific annual plan to guide the company’s one-year operation and development?
I divided it into five steps:
First step: Set goals. There are two dimensions to setting goals, namely business goals and development goals.
The second step: determine the method. How to quantify goals and how to develop effective marketing methods.
The third step: make a plan. The plan is divided into an internal work plan and a marketing plan.
The fourth step: scheduled execution. Including execution process tracking and execution results assessment.
Fifth step: Set a budget. Including how the budget is made and how it is implemented.
How to set goals
For companies to achieve good performance growth, they need to set goals first. But how can this goal be set so that companies do not fall into misunderstandings? First, we need to know what goals we need to set, and second, what is the way to set goals.
What goals are set?
We set goals every year, and we seem to be veterans of setting goals. Many people have become accustomed to “thinking in one go” when setting goals. But do you really know what goals need to be set? Here I divide goals into business goals and development goals.
The first is business goals. The first is the most important sales goal, that is, how much sales to complete each year. Generally, companies have two sales goals, one is to ensure completion, and the other is to strive to complete; the second is the profit target; the third is the growth rate for each industry It ’s all the same, if the company does not advance, it must retreat, there must be growth; the fourth is the gross profit margin, which reflects the company’s operating level; the fifth is the channel coverage, which is closely related to the survival of the company; the sixth is the user goal, the private domain traffic Is the user goal; the seventh is the per capita output, that is, the sales team’s per capita contribution goal.
The above are the current business goals of the enterprise, and each needs to be quantified.
Followed by development goals. What are development goals? Mainly the company’s market goals, market share goals, category share goals, brand influence, customer satisfaction (including channel satisfaction, user satisfaction), and profitability are all development goals.
Method of setting goals
Let me give you 10 reference methods.
The first is the current economic environment, which is the general trend. Different economic environments have different corporate goals.
The second is the growth rate of the industry. Each industry has different growth rates at different stages.
The third is strategic planning. Goals are a small part of the strategic plan. The goals you set must be consistent with your corporate strategic plan.
Fourth is year-on-year.
Fifth is the chain ratio. Whether it is year-on-year or month-on-month, we must use scientific methods, that is, use data to track, analyze, and summarize.
Sixth is the department’s report. Each company has many departments, and the departments will also report upwards, and their respective sales target dimensions also need to be considered.
Seventh is the customer’s report. Such as agents and distributors, the data reported by these customers cannot be pressured. The indicators reported by customers should also be used as an assessment angle.
Eight is the increase of products. Is there a growth rate of new products and categories.
Nine is the increase of the channel. For example, you did not make a small red book, you did it now, and what kind of performance did you bring after doing it?
Ten is the increase of the market. For example, if you used to do only the South China market, now you do both the South China and East China markets, there will definitely be an increase.
It can be seen that the goal is by no means a perfunctory icy figure, it can project the enthusiasm and determination of the developer to explore the unknown field.
How to determine the method
If the methods and steps to achieve the goal are not clear, it will affect the achievement of the stated goal. I divide the specific method of achieving the goal into two dimensions, one is to quantify and refine the goal; the other is to find the marketing method after quantifying the goal.
How to quantify and refine goals
First, the core goals of goal quantification are sales goals, profit goals, and business goals. For example, in the business goals, there are goals such as profit margin, recovery rate, per capita output, as well as the number of customers, channels, market share, users, etc. These are the target quantification. The second is target refinement.
1. Channel objectives: how much to complete online, including how much each platform such as JD.com, Tmall, and Xiaohongshu completed; how much to complete offline, also includes subdivision channels at different levels offline.
2.Market target: how much in East China, how much in South China, how much in Central China …
3. Product target: The product that constitutes the sales target needs target refinement.
4. Team goals: Everyone in the company has sales targets, and it is necessary to refine the team goals.
In addition, there are quantification and refinement of communication goals, user goals, and activity goals.
Find marketing methods
I usually start with the dimensions of appropriate marketing strategy, channel strategy, market strategy, product strategy, brand strategy, promotion strategy, and management strategy.
1. Channel goals: number of existing customers, number of new customers, coverage of existing channels, coverage of new channels, number of existing stores, number of new stores, overall channel performance goals.
2. Market target: market share, market growth rate, market influence, market coverage, and specific target of each regional market.
3. Product target: overall product target, explosive completion target, new product development target, product profit target.
4. Team goals: the team’s overall completion goals and sales staff specific goals, team organizational structure goals, team execution progress control system, team development goals.
5. Brand communication goals: matching brand communication campaign goals, brand influence promotion goals, brand exposure goals, brand communications budget goals.
6. User goals: new user growth, user sticky activity goals, user business goals, user recommendation goals, and old user activation goals.
7. Campaign promotion goals: annual promotion goals (drainage, conversion rate, performance improvement), main activity goals, promotion budget goals.
In summary, quantification becomes a number, and refinement becomes a module. Then you need to break down the goals into each person, every channel, every product, every month, or even every day, every customer, every store. The more detailed the breakdown, the higher the possibility of completion.
How to make a plan
If the goal is to “plan”, then the plan is “to do”. How to make a plan? One is an internal work plan and the other is an external marketing plan.
The first is an internal work plan. Group building plan to improve team execution; assessment plan, quarterly, monthly or even weekly; meeting plan, brand launch, investment promotion, exhibition, etc .; training plan, such as how often to learn, how to learn online, offline How to learn; holiday plans, such as this outbreak that affects everyone’s holiday plans; welfare plans, such as what kind of benefits will be available for various holidays; employee promotion plans.
Followed by external marketing plans. Sales plan, how much will be completed in the first quarter and half a year, a form plan should be formed; promotion plan, which activities to do this year to complete sales; market plan, how to expand the market and promote promotion; When does the media spread, how does Douyin spread, etc .; new product plans, how often new products are launched, how many new products are planned; activity plans, what activities are done online and offline …
The internal work plan is for efficiency, and the marketing plan is for performance. The work plan and business plan are to allocate, adjust and control the resources of the enterprise.
There are also 10 tips for planning:
The first is to be executable and the unenforceable plan is useless; the second is to be implemented and the plan must be practical; the third is to evaluate, the plan that cannot be evaluated, and the tracking cannot be better; the fourth is to be very specific; five It is necessary to have a responsible person; six is to have the completion time; seventh is to evaluate the results, no matter how well the plan is completed, the results must be evaluated; It is not a department of the sales department, but a company-wide issue, so in the process, it must be empowered and guaranteed; nine is planned; ten is foresighted; the plan is as the company develops As the economic environment changes, it must be predictable.
Fourth, how to implement
The issue of execution is an important issue in any enterprise and cannot be achieved overnight. To improve execution, we must find an entry point. There are two steps to establishing the execution system, one is to track the execution process, and the other is to evaluate the execution results.
The first is execution tracking. Such as performance tracking, set daily, monthly or quarterly tracking according to the situation; activity tracking, whether online or offline activities need to be tracked; user tracking, such as tracking VIP users, large customers; channel tracking, such as Cash flow, performance completion, ordering situation; market tracking, each market is driven, so market tracking should be done; product tracking, tracking product sales, product upgrade iterations; brand tracking …
Tracking is not the purpose, the purpose is to get the desired result.
The second is the evaluation of implementation results. For the completion of sales performance, marketing activities, brand communication, team building, product development, marketing management, channel promotion, etc., it is necessary to evaluate.
Five key steps of execution: tracking mechanism, completion of standards, reward and punishment system, process management, and collaborative work.
How to set a budget
With goals and methods, a matching budget is required. How to establish a budget system?
The first is budget formulation (budget execution). Budget formulation should pay attention to how much the overall investment, and the overall investment ratio. For example, the goal is 10 million, and the overall investment is 1 million, accounting for 10%. Of course, after the company’s budget is formulated, it must be implemented. Budget execution requires a budget mechanism, process, review, budget, cost assessment, tracking, allocation, and adjustment.
The second is budget breakdown (budget refinement). It should be broken down into different departments and different projects. For example, what is the percentage of staff salaries, what are the fixed expenses, travel expenses, marketing expenses, brand promotion expenses, channel expansion fees, etc.?
The third is the expense ratio (budget assessment). In a special period of time, open source and throttling, throttling is budgeting. In fact, the profitability of a company is related to the budget.
The fourth is budget planning (implementation process). Think about how to track the whole process of spending money, how to evaluate, and consider the input-output ratio.
Five is the cash flow statement. This outbreak has caused a lot of cash outflow for many companies, so we must pay attention to the formulation of cash flow statements.
In the face of crisis, the difficulties faced by all people are the same, but there are always some people who will take a step forward with a clear head, find a solution to the problem, turn the crisis into safety, and regenerate in despair.