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This sample marketing plan was created with Marketing Plan Pro software.

Two Wheeled Oracle will target law firms through channels that all law firms typically see. The first is the Oregon Bar Journal. This is the newsletter that all bar accredited attorneys get. Advertisements will be placed in the journal to increase visibility of Two Wheeled Oracle. Additionally, there will be a Yellow Pages advertisement and brochures passed out.

This market will also be targeted through a networking scheme based on the owner's contacts that he made as a practicing attorney. Although the owner, Alwy, no longer practices, he is still a member of the bar and maintains membership on several bar committees. Through his activity on the bar as well as contact made during his practice, Alwy will leverage his network to create initial clients. This will not be difficult because a trust bond has already been formed with many different attorneys, and these attorneys will recognize that Alwy is keenly aware of the needs of attorneys in regards to delivery services. Because Alwy is aware of the attorney's perspective, it will be easy for him to gain the trust of his former colleagues and sign them up as clients.

Mission

Two Wheeled Oracle's mission is to provide law firms with an environmentally friendly, expedient delivery service. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

  • Increase the number of firms/attorneys served by 5% a quarter.
  • Increase repeat customers by 7% per quarter.
  • Decrease customer acquisition costs.

Financial Objectives

  • Profitability by the end of year one. 
  • Reduce training costs by 2% a quarter through more effective, efficient techniques.
  • Decrease overhead by 5% a year.

Target Markets

Two Wheeled Oracle will service two distinct groups. The main group of customers, law firms, will be targeted primarily. Law firms are constantly in need of document delivery, whether it is to clients, other law firms, or to the court. This regularity of needed delivery is the reason that law firms are targeted. Once a law firm has become a satisfied customer, it is likely that they will begin to increase their delivery needs with Two Wheeled Oracle. This then becomes a steady, high frequency, long-term customer. Law firms have constant delivery activity, many firms require pick-ups many times during each day. Law firms require dependability, and this is one of Two Wheeled Oracle's competitive advantages so the fit is good.

The other customer group is assorted deliveries needed in the city. This could come from a wide variety of businesses that require delivery in the city.

Positioning

Two Wheeled Oracle will position themselves as a professional, reliable legal delivery service for the Portland area.  Law firms, and for that matter attorneys in general require a delivery service as it is more efficient to have documents delivered by a service than for them to make the delivery themselves.  This positioning will be achieved by leveraging TWO's competitive edges, reliability and industry insight:

  • Reliability is a characteristic that is very important to law firms. The firms require reliable deliveries. The delivery of legal documents is critical. Two Wheeled Oracle achieves reliability through a redundant backup system that always provides an alternative method of delivery if the specific bicycle messenger encounters difficulty. By having a back up system, Two Wheeled Oracle ensures that even if the primary messenger fails, there is a backup ready to complete the delivery.
  • The second competitive advantage is industry insight. It is a true advantage for Alwy to have worked as an attorney for several years. The insight is valuable because Alwy intimately knows what the needs are for attorneys in regards to document delivery. While other companies will gain some insight by serving the attorney market over time, it will not compare in breadth to Alwy's.

Strategy Pyramids

The single objective is to position TWO as one of the premier delivery services for Portland-based attorneys. The marketing strategy will seek to first create customer awareness regarding the offered services, develop the customer base, and work toward building customer loyalty and referrals. 

The message that TWO will seek to communicate is that they are the ideal document delivery service for Portland attorneys. This message will be communicated through a variety of ways. The first method will be advertisements in the Oregon Bar Association Newsletter.  This widely distributed and read publication has the ideal target audience.

The second method of message delivery will be an advertisement in the Yellow Pages.  The Yellow Pages is the document that is consulted when trying to find service providers. Brochures will be printed up and distributed, disseminating information about Two Wheeled Oracle.

The last method communication is networking.  As most business people know, networking is by far the most effective method for meeting people and leveraging relationships. As a former practicing attorney, Alwy will leverage his personal and professional relationships to generate visibility and awareness for TWO.

Marketing Mix

Two Wheeled Oracle's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

  • Pricing: The pricing model will be flexible, it can be either a per delivery charge or a monthly subscription based on the number of pickups during the time period.
  • Distribution: TWO will service the downtown Portland community.
  • Advertising and Promotion: A multi-faceted campaign will be used to accomplish the stated marketing objectives.
  • Customer Service: TWO recognizes that superior customer service is a necessary characteristic in order to gain market penetration.

Marketing Research

During the preliminary stages of the business and marketing plan development, several focus groups were held to gain customer insights and preferences.  The focus groups participants were either attorneys or office managers. Each group had seven to nine people and were video taped to allow the facilitators to pay full attention to leading the group.

The results of the focus groups were extremely helpful. While some of the findings supported already-held assumptions and beliefs, some of the material provided new insight for TWO and helped shape the marketing plan. Alwy found that the groups were a valuable way of gaining crucial marketing information and has planned to hold additional focus groups in 12 months.

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