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Marketing Research

July 1, 2007 | Comments Off on Marketing Research


Live Study – Response From Diana

After taking the weekend to think about her goals, I received the following email from Ms. Derval:

Dear Philip,
I come back to you concerning our business plan.

In fact, I enjoy sharing my knowledge and my main motivation is to be recognized worldwide as a marketing guru (like Kotler for example). For that reason, I want to sell as much books as possible. My reference is Guerrilla Marketing from Levinson, who sold 1,000,000 copies in 5 years at 20$. If a publisher is interested it would be great for our credibility and the next books (as a guru, I will have to publish regularly!).
My business objective is also to get Market Research missions for my company Derval Research and Lecture assignments – By the way, Im happy to announce you that since today Im Lecturer in Marketing at the University of Wales MBA/Robert Kennedy College :D
Here are my hard and measurable goals for the business plan, quite conservative for the first year. What do you think?

  • Start-up Capital: $1,050
  • Project Book sales in first year: 7,000 books
  • Gross Sales: $118,000
  • Contribution Margin: $80,000 (This number is the gross sales less the direct costs to print and sell the 7,000 books)

I think Dianas done a good job so far identifying her goals. However, we do not have a detailed promotional plan in place and over the next few weeks we will create one while she finishes up the English translation of her book. Another point Diana and I will discuss in our meeting this week will be the need to include all start-up costs, i.e. book design, editing, translation etc. The $1,050 she has listed is for printing her books and does not include all the costs associated with getting her book to market.

(To view the entire Diana Derval Live Study thread please click on the LiveStudy-Diana Derval channel in the sidebar)