When developing a succession plan for your business, you must make many decisions. Should you sell your business or give it away? Should you structure your plan to go into effect during your lifetime or at your death? Should you transfer your ownership interest to family members, co-owners, employees, or an outside party? The key is to pick the best plan for your circumstances and objectives, and to seek help from financial and legal advisors to carry out this plan.
Small-business owners want to strive for the best possible return on investment (ROI) on their marketing dollars, and advertising and publicity are two separate but very important components of a well-rounded marketing communications plan. Advertising refers to paid-for promotions; publicity typically means low- or no-cost news coverage and word-of-mouth promotion of your business. Within each of these two broad categories, you might consider many different tactics to achieve your goals.
Whether you're a current business owner or a budding entrepreneur burning with the next great idea, one of the most important steps you can take on your road to success is creating a business plan. Why? A well-thought-out and well-written business plan captures your vision, illustrates it for others (including potential lenders and investors), and creates the roadmap you and your management team need to guide you through the growth of your business.
