The tool Marketing Plan is the main pillar of design and implementation of a marketing strategy for a business, analyzing the business and competitive environment in which the company operates, targeting and buidling of target-customers and defining ways of promotion, pricing and methods of distribution of products / services.
Essentially, it describes the marketing strategy of a business in areas such as:
- Competition - opportunities and threats
- Defining target-customers
- Problems and opportunities
- Marketing strategy
- Quality, brand of the product/service
- Promotion of the product/service
- Aims of advertisement/publicity
- Promotion and sales objectives
- Manners of distribution of the product/service
- Pricing of the product/service

The Marketing Plan can be prepared by the entrepreneur and / or the person responsible for marketing (if any). Due to the high specificity of the tool the user will probably need the help of a Business Consultant.

Η έννοια "ηλεκτρονικό μάρκετινγκ" (e-marketing) αναφέρεται στη χρήση των νέων ψηφιακών μέσων με σκοπό να προωθήσετε και να αναπτύξετε τη δραστηριότητα και τις πωλήσεις της επιχείρησής σας.
Η κατάρτιση ενός πλάνου ηλεκτρονικού μάρκετινγκ λειτουργεί βοηθητικά στο γενικότερο πλάνο μάρκετινγκ της επιχείρησης, ενώ μπορεί να γίνει ασχέτως του μεγέθους της επιχείρησης.
Τα βασικά στοιχεία του μάρκετινγκ παραμένουν τα ίδια: στόχος είναι η δημιουργία μιας στρατηγικής με σκοπό να μεταδώσετε το σωστό μήνυμα στο σωστό κοινό. Αυτό που αλλάζει είναι οι επιλογές που έχετε!

- Πλεονεκτήματα του ηλεκτρονικού μάρκετινγκ
- Το ηλεκτρονικό μάρκετινγκ επιτρέπει σε οποιαδήποτε επιχείρηση να έχει πρόσβαση σε νέες αγορές με μικρότερο κόστος καθώς και να μεταδώσει ένα αρκετά πιο προσωποποιημένο μήνυμα στο κοινό-στόχος (σε αντίθεση με την τηλεόραση ή τα διαφημιστικά φυλλάδια). Αναλυτικότερα, τα πλεονεκτήματα του ηλεκτρονικού μάρκετινγκ είναι:
- Παγκόσμια εμβέλεια - εφόσον αναπτύξετε μια ιστοσελίδα της επιχείρησής σας, μπορείτε να έχετε πρόσβαση σε οποιαδήποτε αγορά του κόσμου.
- Μικρότερο κόστος διαφήμισης
- Μετρήσιμα αποτελέσματα της καμπάνιας σας
- Αποτελεσματικότητα 24 ώρες το 24ώρο
- Προσωποποίηση της διαφημιστικής σας καμπάνιας
- Μεγαλύτερες πιθανότητες για την πραγματοποίηση της πώλησης
- Ποικιλία διαφημιστικών μηνυμάτων

Το Marketing Plan μπορεί να καταρτιστεί από τον επιχειρηματία ή/και τον υπεύθυνο marketing (εφόσον υπάρχει). Λόγω της μεγάλης εξειδίκευσης του εργαλείου πιθανότατα ο χρήστης να χρειαστεί τη βοήθεια ενός Συμβούλου Επιχειρηματικότητας.

Η συμπλήρωση και κατάρτιση ενός πλάνου ηλεκτρονικού μάρκετινγκ προτείνεται να γίνει συνδυαστικά με την κατάρτιση ενός πλάνου μάρκετινγκ της επιχείρησης.

The Tool "ΜΡ4. Evaluation of the effectiveness of an Advertising Campaign by E-mail" helps you evaluate the effectiveness of an advertising campaign by e-mail that you are about to realise.
Specifically, it helps you estimate:
- the total sales you will ensure through the campaign
- expected profit from the campaign
- percentage of return from the campaign (where the investment is the planned advertising campaign)

Furthermore, you are given the opportunity to examine all the above elements by changing the parameters of the planned campaign. For example you can examine the results of the campaign by increasing the Expected Percentage of Responses, increasing the total number of Recipients or decreasing its cost.

A respective diagramme is also included in the results of the tool, which displays the three main elements of the campaign, which are:
-Cost of the Campaign
-Exepected Revenues from the Campaign
-Expected profit from the Campaign

The tool "ΜΡ4. Evaluation of the effectiveness of an Advertising campaign by e-mail" can be used by the entrepreneur and the responsible marketing executive of the enterprise.

The tool "ΜΡ5. Evaluation of the Effectiveness of an Online Advertising Campaign" helps you calculate the performance and effectiveness of a planned online advertising campaign that you are about to put into action.
Specifically, it helps you calculate:
- total sales that you will secure through the campaign
- expected profit you will make through the campaign
- percentage of return of the campaign (where the planned campaign is the investment)

You are also allowed to evaluate all the abode data by changing each parameter respectively.

A respective diagramme is included in the results of the tool that displays its three main elements, which are:
- Cost of the Campaign
- Expected Revenues from the Campaign
- Expected profits from the Campaign

The tool "ΜΡ5. Evaluation of the Effectiveness of an Online Advertising Campaign" can be used by the entrepreneur and the responsible marketing executive of the enterprise.

The tool "ΜΡ5. Evaluation of the Effectiveness of an Online Advertising Campaign" is addressed exclusively to enterprises that already have a professional website.

The tool "MR6. Conversion Rate of Online Visitors to Sales" helps you calculate your conversion rate of hits received by the website to sales of products/services. This percentage will show you how effective your website is to leading the visitor through a series of simple and easy steps to purchase the product or service you offer.

It also enables you to compare and review the results from an increased conversion rate in revenue and profits of your business.

Finally,
The conversion rate of visits your site receives also applies to websites that enable online shopping.

The tool "MR6. Conversion Rate of Online Visitors to Sales" can be used both by the entrepreneur himself and the person responsible for the marketing of the business.

The tool "MP6. Conversion Rate of Online Visitors to Sales" is exclusively for companies that have a professional website with the possibility of online shopping.

In any business there are always some customers who contribute the largest share in total sales of the business. These customers are also known as VIP clients.

The tool "MP7. Total value per customer of the business" helps you with simple and easy steps to verify these customers among the twenty (20) largest customers of your business. It inputs, ie, the concepts of customer retention and increasing their loyalty. Two very important concepts in designing the marketing strategy of your business.

Maintaining customers refers to the offering of incentives to your customers so that they continue to buy from your business. This, after some point, will lead to increased customer loyalty. The customers themselves, that is, will recommend your business to other potential customers (leads).

The tool calculates the total sales for each client of the firm while it also displays the percentage of total sales.

The tool "MP7. Total value per customer of the business" can be used both by the entrepreneur himself and the person responsible for marketing of the business.

Customer loyalty is a very important element for the profitability of the business, as it directly affects the two main parameters of profitability:
- The total sales of the company
- The number of new enterprise customers

The factors that determine the level of customer loyalty are:
- The maintenance of customers, i.e. offer incentives to customers to continue to buy from your business
- Number of purchases per customer
- The number of potential customers to whom each existing customer suggests your business

The tool "MR8. Added value from an increase in customer loyalty" helps you calculate the total change in sales and net income of the business, both in monetary value and as a percentage, from a percentage increase in customer loyalty. Also, the results of the tool also show the corresponding graphs which display the above changes.

The tool "MR8. Added value from an increase in customer loyalty" can be used both by the entrepreneur himself and the person responsible for the marketing of the business.

The tool Public Relations and Media Relations consists of 15 multiple choice questions, in which the stakeholder has to answer. The tool measures the entrepreneur's awareness towards Public Relations and Media Relations, by examining what tools and instruments he uses to promote his business.

The tool can be used by anyone interested in evaluating his degree of awareness towards Public Relations and Media Relations in an attempt to promote his business.