The following is the third part of our series A Business Plan for the Renton Printery.
Marketing and Sales Strategy
In this section we will identify our target market, why we want to reach this particular target market, and how we intend to sell our products to them.
Our target market is made up of:
- The controllers and managers of large manufacturers.
- The Executive Directors, office administrators, marketing executives, and and business development officers of large non-profits and B2C companies.
- Similar such persons at large unions.
Why these persons?
Controllers and managers at large manufacturers frequently need stickers, labels, and the like, plus large quantities of signs, banners, and business cards. There might be an occasional order for other big-ticket items, such as company-patterned vests, hats, and shirts.
Various gate-keepers and decision makers at large non-profits are likely tasked by their bosses with finding printers for their events. Accordingly, we will want to target them too.
Similarly to non-profits, many large unions need much printing done, including mailers, t-shirts, signs, bumper stickers, brochures, business cards, stickers, newsletters, and more. The same people who buy printing for non-profits tend to also populate unions.
How do we reach these groups?
The relevant execs at large manufacturers can easily be found at Kent, South King County, and Auburn Chambers, along with certain local conferences of various manufacturing associations.
The problem is being able to make it to these events without stretching ourselves too thing. Another possibility is to become involved in the Kent Rotary, but the feasibility of such an idea remains to be seen.
It would be a simple matter to find clients from appropriately sized B2C corporations and non-profits by frequenting local Chamber of Commerce events in Seattle, Bellevue, and Issaquah, not to mention the Renton Rotary and Chamber of Commerce.
But first we must ask, do we want to extend northward into Seattle and the Eastside? Can we afford it? Is it logistically possible?
These are questions that continue to puzzle the Renton Printery’s management team. Until then, we will continue to focus on the south.
Speaking of which, we will be discussing the Renton Printery’s management team and personnel in the next post in this series.