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Unlike a business plan, a marketing plan focuses on the customer. It is your plan of action - what you will sell, to whom you will sell it, how often, at what price, and how you will get the product to the buyer. It also covers what you’ll say about your product or service, and where and when you’ll say it. Here’s a closer look at putting together a marketing plan that works.
1. Define Your Product’s Features, Benefits and Distribution: Describe what the product or service does, how it works, what features it offers and most importantly what problem it solves - people buy solutions. Describe the product’s physical characteristics such as size, weight and color. Define its benefits in emotional as well as functional terms. Know which features and benefits of your product or service will appeal to different market segments.
Give information on pricing, including whether and how you discount. Price is not rigid; it may have a range and vary by market since...
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