how to prioritise in small business using impact vs effort analysis - guide
TRANSCRIPT
30/04/2015
© 2012-‐2015 MY PR plus 1
IMPACT versus
EFFORT
Module 1 – Identify © 2012-‐2015 MY PR plus HOWTOMARKETING™ 1 HOWTO Market My Small
Business
+ PRIORITISING MARKETING AND COMMUNICATION TOOLS
+ THE IMPACT VS EFFORT MATRIX + VISUAL REPRESENTATION
© 2012-‐2015 MY PR plus HOWTOMARKETING™ 2
In this section
HOWTO Market My Small Business
30/04/2015
© 2012-‐2015 MY PR plus 2
+ Prioritise from your wishlist – all of the activities from your marketing and communication tactics sheet in your howtomarketing master strategy template
+ My Impact versus Effort matrix will help you prioritise + The template should have automatically populated your ‘Impact vs
Effort’ sheet with the list of marketing and communication tools you chose on the previous sheet
+ Now you just need to work your way through each one and allocate a score for ‘Impact’ and a score for ‘Effort/Cost’
+ 1 for very low impact; 2 for low impact; 3 for moderate impact; 4 for high impact; 5 for very high impact.
+ 5 for very little cost/effort; 4 for little cost/effort; 3 for moderate cost/effort; 2 for significant cost/effort; 1 for maximum effort cost.
P r i o r i t i s i n g m a r k e t i n g a n d c o m m u n i c a t i o n a c t i v i t i e s
HOWTO Market My Small Business
© 2012-‐2015 MY PR plus HOWTOMARKETING™ 4
MARKETING/COMMUNICATION ACTIVITY OR TOOL (The below tools are automatically populated from the previous 'Marcomms Matrix' sheet. You can overwrite the information though if you like)
IMPACT EFFORT (AND COST) Score Priority
Number here 1 to 5. 1 for very low impact; 2 for low impact; 3 for moderate impact; 4 for high impact. 5 for very high impact. USE ONLY NUMERALS 1, 2, 3, 4 or 5
Number here 1 to 5. 5 for very little cost/effort; 4 for little cost/effort; 3 for moderate cost/effort; 2 for significant cost/effort. 1 for maximum effort cost. USE ONLY NUMERALS 1, 2, 3, 4 or 5
Auto calculation here
Auto calculation here
Billboard 5 1 5 6
Flyer 3 3 9 5
Facebook page 4 5 20 2
+ The red columns auto populate and calculate a score then an priority number
+ Activities with the highest score are your top priority + Priorities are number 1 to 9 with number 1 being your first priorities
and 9 being your last priorities
The Impact vs Effort matrix
30/04/2015
© 2012-‐2015 MY PR plus 3
HOWTO Market My Small Business
© 2012-‐2015 MY PR plus HOWTOMARKETING™ 5
impact vs effort/cost matrix.
Very high impact (5)
High impact (4)
Moderate impact (3)
Low impact (2)
Very low impact (1)
Very little effort/cost (5) Little effort/cost (4) Moderate effort/cost (3) Significant effort/cost (2) Maximum effort/cost (1)
1 2 2
3 3
3 4
4 4
4
5 5
5 6 5
7
7 8
8 9 5
6
6
6 6
Billboard
Flyer
Visual Representation
+ The Impact vs Effort matrix is a fantastic tool to put your
marketing and business priorities into perspective. + Next steps: refer to the howtomarketing master strategy and
complete your Impact versus Effort matrix – optional whether you want to plot it onto the colour coded visual matrix
+ Anything you don’t want to proceed with you can delete completely from this sheet
+ The final activities on this sheet will automatically populate to the next sheet, which will be form your marketing and communication action plan
+ In the next module CONNECT you will learn more about all of the marketing and communication tools
+ So you can come back to this and refine your list before finalising your action plan – Congratulations! you are now very close to putting your marketing activities in ACTION
© 2012-‐2015 MY PR plus HOWTOMARKETING™ 6
Next s teps
HOWTO Market My Small Business
30/04/2015
© 2012-‐2015 MY PR plus 4
+ PRIORITISING MARKETING AND COMMUNICATION TOOLS
+ THE IMPACT VS EFFORT MATRIX + VISUAL REPRESENTATION + YOU’VE NOW COMPLETED MODULE 1 – IDENTIFY + Well done! The next module is for the next stage of the
sales cycle – CONNECT
© 2012-‐2015 MY PR plus HOWTOMARKETING™ 7
RECAP – In this section
HOWTO Market My Small Business