The World’s Shortest Marketing Plan,

Version 2.1
blog.guykawasaki.com

What Why When How Who

Product What does What What is the How will the What is our
the product articulated window of product fill best guess at
have to do? wants or opportunity? these wants who is going
unarticulated and needs? to buy our
needs does it product?
fill?
Presence Where in the Why will the How will our How will we Who are the
virtual and marketplaces presence establish and decision
physical and market change maintain a makers at the
world do we spaces during the presence in marketplaces
need to sell distribute our lifecycle of the important and market
our product? product? our product? locations? spaces?
Persuasion What are the Why will When can we How do we Who are the
social people credibly go ensure that relevant
factors in recommend after opinion comments, opinion
the buying our product to leaders and rankings, leaders and
process of others? early reviews, and persuaders?
our product? adopters? counts Which
portray us in a communities
positive way? must we
reach?
Preference How do we Why would How will How do we Whose
enable people take customer capture preferences
customers the time and preferences customer do we care
to express energy to change over preferences? about?
their express their time? (Customer
preferences preferences? ratings,
and to transaction
personalize history,
what we do? search
behavior, and
configuration
tools?)
Price How much Why is this the What is our How do we Who will
do we sell right price pricing set and reset demand
our product point? strategy the price in a different price
for? through the world of points? Which
lifecycle? “perfect segments do
information” we care
and dynamic about?
 pricing?

Version History

5/4/06—changed to Helvetica font, made title and headings

boldfaced
5/10/06—corrected URL of the blog