In recent years, there have been some changes in marketplace that are of benefit to small business owners. For example, Internet procurement sites have emerged offering discount rates on everyday office supplies such as toner or paper. However, high cost of advertising has not been formally addressed. That’s why many small businesses are taking matters into their own hands and joining forces in marketing “co-ops”.

Here’s an example of how it works. Andy’s Accounting Firm and Larry’s Legal Firm are both small businesses operating in business to business sector. Andy services small businesses with their accounting needs, and Larry is a lawyer specializing in small business issues. Andy and Larry both wish to purchase advertising space in a popular small business magazine. The rate they are quoted individually is $5000 for back page of magazine. Since they are not repeat advertisers, neither Andy nor Larry receive any kind of discount. So how do they save money on this advertising venture? A co-op approach on one of two fronts will cut their advertising costs significantly:

Creating a marketing plan need not be scary or difficult. It does not require a marketing degree or a lot of experience. You do, however, need to put some quality time into your plan. Building your plan is a five step process.

** Step 1: Gather and analyze information. **

You will need information about your company, competitors, customers, and other industry players. This includes all you can find about how Internet is currently being integrated in your industry with respect to products, promotions, pricing structures, and distribution channels. From this information, you can complete industry and SWOT analyses as well as identify your target customers.

** Step 2: Verbalize your main challenge(s). **

Write down main Internet-related challenges you want to overcome. Referring to these main challenges will help keep you focused while developing your plan. You may even want to write your challenges down in question form - "How do we _____________?" When completed, your Web site marketing plan will answer question "How do I address these challenges?"

** Step 3: Develop your Web site objective(s). **

The objective addresses "big picture". Your objective answers question "How will I overcome my main marketing challenge(s)?" in broad, general terms. If your company’s main site-related challenge is figuring out how to use your Web site to help build client business, for example, an objective for your Web site marketing plan could be "To enhance online client service as well as build site awareness and interest with clients."