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    Executive Summary
    – this should include a summary of the problem/opportunity, your solution to it, how much it will
    cost, how much new revenue it will generate, other benefits to the customer
    Description of Organization
    – this section should contain…name, profit or nonprofit, what do they do, what industry are they
    in?
    Overview of vision/mission
    – if they dont have them, develop ones for them. Should they be changed/improved?
    What is the problem or opportunity?
    Analysis
    put together the critical information you need to know before you make recommendations
    – Internal (resources, capabilities, core competencies, competitive advantage etc.)
    – External (macro environment, industry, competition, customer)
    – Put it all together in a SWOT
    – Value proposition (how your organization is uniquely qualified to address the
    opportunity)
    Target market description
    – Who is the current target market, what other markets might they pursue?
    Marketing Program
    – this is where you describe, using the 4 ps, your solution to the problem/opportunity
    How you will implement your solution
    – be sure to include how you will evaluate and control the implementation rollout
    Business Case
    – costs of solution and projected new revenues, other qualitative benefits to customer

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