The words "strategic planning" strike terror into the hearts of many business people. Yet despite its imposing name, strategic planning is simply an ongoing process that consists of setting goals and determining the best ways to reach them.

• How immediate is your need?
• Is your product/service thoroughly considered?
• Is your market niche clearly in sight?
• Have you finished your marketing plan?
• Do you have an implementation strategy?
• Is it time to focus on market promotion?
• How will you know if these promotions are working?
• How do you integrate your marketing objectives with communication goals?
• How will your short term strategies reinforce your long term goals?

Strategic planning takes a marketing plan and turns it into an active company verb. An effective strategic plan evaluates the marketing plan and gives it direction. At Sheer Associates, we believe marketing plans shouldn't be something you have, they should instead be something you do.