The six blocks
| Block | The question it answers |
|---|---|
| Where the growth is | Which buyers, regions or products first? |
| What to say | How do we sound different and believable? |
| Which channel, which job | Where do digital, mainline and on-ground fit? |
| A starting budget | How much to start with, as a first-quarter split? |
| Quick wins | What can we fix this month? |
| What to measure | How will we know it works? |
How to fill it in
- Do your homework first: look at your website, the search demand in your category, your competitors and the channels you run today.
- Write the six blocks in plain words, a few lines each.
- List the things you could do. Then choose the first move with four questions: is it close to money, can it start this month, can we read the result in weeks, and is it cheap to undo?
- Write the first move in the box. The rest wait for the next quarter, in order.
- Run the check at the foot of the page, and ask someone outside the team to read it.
When to wait
Sometimes marketing is not the first thing to fix. If enquiries come but nobody follows them up fast, if the offer or the delivery is the problem, if there is no way to count enquiries, or if the budget cannot cover a three-month test, fix that first.
The thinking behind each block is in our field notes on how we build a one-page growth plan. To see a finished page, read the sample one-page growth plan, which uses a made-up company.
