To create a strategic marketing plan, first do a little bit of homework. Take a look at who you are and what you do. You'll be surprised at what you find out.

Conducting a business review is the first step in creating a marketing plan. It's basically a survey of your current situation, or what professional marketers call a "situational analysis."

This simple review will uncover many of the strengths and weaknesses of your service in the marketplace, which are important to know in order to later develop effective marketing strategies.

Your business review should answer the following questions:

1. What business are are you in?  This can be answered simply by describing what service your provide to customers. Make a list of the different services you offer.

2. Who are your current customers? Describe briefly who your current customers are. Many might call this your current "target market."  It's basically a short description of the common characteristics of the people who use your service. You might have a variety of different types of customers, but try to give a short profile of who your most common customer is. If your business is new, youll want to describe the ideal customer that you hope to serve

3. Why do your customers buy from you? This part of the review is somewhat describing your current "niche" or "position" you have in the marketplace. What is unique about the service you provide? Are there any elements of your service that differentiate you from your competitors?

4. What type of new customers would you like to get? Is there a type of customer that you would like to get more of? Create a profile description of who those are. This helps you identify other opportunities you might want to target later. Would getting these new customers require to offer any new services? Make a note of any new services that might appeal to this new customer base.

5. Who are your competitors? A strategic marketing plan always includes looking at who's competing with you. Make a list of your current competitors. For each, list any any strengths and weaknesses of these competitors, and any unique characteristics they have in the marketplace.

6. What marketing efforts are you currently doing? Construct a list of any marketing efforts that you are doing. This might include ads, flyers, phone calls, handing out business cards - and perhaps even ways that you are getting referrals for your service. Next to each effort, give a note of how well these are working in terms of generating new customers (i.e., not working, working OK, or excellent). If you don't know how well an effort is drawing in customers, make a note of it. 

7. What marketing efforts are your competitors doing? Do the same as in #6 above, but for each of your competitors. If you have an idea of how well their efforts are working for them, indicate that on your list (of course, it is likely you won't know, but if you have any idea, go ahead and indicate it).

8. What do you consider your biggest marketing obstacles? Make some notes on what you consider your biggest marketing obstacles. Try to think of at least three, and be as specific as you can. Is it that you don't have enough time to focus on marketing?   Is it a budget issue?  

9. What is are your biggest marketing opportunities? When making this list, don't consider time, money or other obstacles that you might have. This is your chance to brainstorm of any opportunities you see. Think of all the opportunities you you ave if there were no boundaries.  This list will become key later as you develop a list of practical marketing tactics.