Small Biz Marketing Review

A great small biz review starts with thinking, answers and analyzing your results.

Our Q&A review, in “CUSTOM MADE MARKETING,” is designed not only to work for you, but to work with you.

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About The Book

Many people aspire to build a small business. Some become small business owners via a purchase or from a family estate. Unfortunately, most people cannot pull the trigger timely and moan about their decision for many years and even decades. I believe the following sentence captures the real meaning of starting a small business. 

“If it was easy to start a business, most people today would own one.”

As you can imagine, keeping the business upright, requires an innovative formula to keep growing the business. This requires a plan. In our small business today, change occurs repeatedly, rapidly and you may not even know about when it does. 

The questions, in each module, when discussed with your team members, help you arrive at ideas.  

As each written question is discussed, the back and forth conversations between you and your team members, becomes more thoughtful about the business and marketing planning.  

Today, we see many small business owners looking for people with multiple skill sets, while trying to keep the cash flow a positive number and better marketing and sales results.  

People working in a small business wear many hats and have unique job descriptions. However, there is one hat, marketing manager, that must define what it takes to build the small business and meet company growth goals.  

A small business marketing team should have people who understand the value of a positive marketing platform, salespeople who can sell, advertising that attracts, and all the employees living by the motto of “great customer service.”

A good plan starts with heavy duty thinking, finding answers to many business decisions, marketing and sales questions, and be able to analyze the results.  

What’s inside


Build A Marketing Mission Statement


Market Selection Process Exercise


Sales Force Marketing Functions


Segmenting All Contacts


Position Your Product/Service


SWOT Analysis

Plus a whole lot more!

Module 1: Questions searching for answers.

Let’s start with number one, our SITUATION ANALYSIS, in a worksheet format. Each module is written using a Q&A interview method to learn about your organization’s internal and external environment.

For example, understanding your business capabilities, customer types, business environment, product, pricing, and revenue. The situation analysis is our tool to learn more about a company, which used by more than 2,500 small businesses. The Q&A leads to ideas for your marketing and advertising capabilities. Such questions as:

1.Precisely define your company and your product or service.

2. If you offer a product, define what it is, how it’s used, how it’s put together, and what are the expected results.

3. If you offer a service, tell us what you sell in seven words or less, and what a customer receives when they buy it, how the service will perform for the person and who purchases it, and specify the single most important benefit.



Our Custom Made Marketing was carefully planned to help you know what marketing is in your business and how it can be better. Planning is only the first step in helping the growth of your business. In the ongoing process of working with marketing, you will create and develop long-term business relationships. And, you will learn how to gain more information about your customers that will allow you to achieve your broader business goals.

Where there is a will to to learn, there are many articles here to learn and provide ways to get it done.

MarketingDoc on The Code of Growth.

Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you. 

A small B2B biz marketing mission statement

Out of my general world-pattern-trend studies there now comes strong evidence that nothing is going to be quite so surprising and abrupt in the future history of man as the forward evolution in the educational process.

R. Buckminster Fuller,
American Architect

About the author.

I have had an inquisitive mind my whole life. I have an associate degree in science, completed an apprentice program in carpentry, studied design at Southern Illinois University, received a four year degree in Marketing and added a few post graduate classes as well.

Small B2B businesses have used direct marketing mail as their main channel of communications with a sales force for many years.

Now, data drives all forms of marketing communication. However, raw data must be analyzed, segmented, profiled, measured and tested to make the data useful to marketing. 

Mike Deuerling