Marketing in 1 Word – RAMPS – Help for Small Business Owners

This book introduces readers to the RAMPS Plan to Marketing Success,© an active process in which readers participate. Using the RAMPS© Plan for organizing marketing activities, five different groups emerge in a way that makes it memorable and manageable. Using this acronym, RAMPS©, marketing is explained in a way that any future exposure to marketing can be understood within the context of an overall marketing plan.

Book Cover - Marketing in 1 Word - RAMPS

This book is a collection of marketing information from sources available to anyone but organized by the RAMPS© Plan. The book includes RAMPS© Exhibits to enhance learning, reinforce key concepts, and assist Business Owners with everyday marketing. Since 1984, the RAMPS Plan to Marketing Success© has consistently received positive feedback from its users. People understand it and are able to apply marketing to their own lives and businesses.

This book is written for anyone who has the need to plan, implement and be responsible for completing marketing tasks. Marketing expertise can be put to use in many ways for your business. There are many roles in business where you will be required to make marketing decisions. Marketing knowledge comes out of experience and education, and is needed in many business positions.

The RAMPS Plan to Marketing Success© condenses the entire marketing discipline into one word: RAMPS.© However, the foundation that supports the RAMPS© Plan is massive and strong. Woven into this book are lessons from the vast world of marketing, processed, analyzed, and organized into the RAMPS© Plan for your use. The RAMPS Plan to Marketing Success© helps you build knowledge and expertise regardless of your job title or your role in the business world. This is as easy as it gets in business. When you complete this book you should be able to:

  • Process marketing information in an orderly fashion regardless of how the information is presented.
  • Recognize relevant buyer behavior patterns that are critical to successful marketing.
  • Apply the functions of marketing to your business.
  • Practice the techniques of market segmentation
  • Personalize and implement the RAMPS Plan to Marketing Success © to your business.

Book: Managing Human Resources for the Millenial Generation

managing human resources for the millenial generationPaperback 978-1-62396-052-0      Price: $44.99

Make checks payable to: SaVvy Business Services, LLC

Edited by: William I. Sauser, Jr., Auburn UniversityRonald R. Sims, College of William and Mary

The purpose of this book is to explore the talents, work styles, attitudes, and issues that members of the Millennial generation are bringing with them as they enter the workforce. The Millennial generation is a roughly 20-year cohort of young people whose ‘leading edge’ members were born in 1982 and graduated high school in 2000. These are the young adults who began entering college, the military, and the workplace during the present decade, and who will continue to do so for perhaps another decade more. The Millennial generation has been exposed during their formative years to a unique variety of historical, cultural, economic, and technological changes that have shaped their particular attitudes and values, preferred social interaction styles, beliefs about what is proper in the workplace, and personal concerns and desires. Millennials are bringing their unique perspectives into their places of employment, where at times they clash with those of the older generations who are already established there.


Acknowledgments. Who Are the Millennials and How Are They Challenging Modern Human Resources Management? Ronald R. Sims and William I. Sauser, Jr.

PART I: CHARACTERISTICS AND VALUES OF THE MILLENNIAL GENERATION. Millennials Break Out as the Me Generation: Their Attitudes, Expectations and Fears, Daniel D. Butler and William I. Sauser, Jr. Millennial Work Expectations and Organizational Incentive Systems: “Carrots” for the New Millennium, Daniel J. Svyantek, Kristin L. Cullen, and Frances L.H. Svyantek. Just What Is Important to Millennial Job Candidates: It’s Not What We Assumed, Kyra Leigh Sutton. Giving Voice to Values: Engaging Millennials and Managing Multigenerational Cultures, Jessica McManus Warnell.

PART II: MILLENNIALS AND THE TRADITIONAL FUNCTIONS OF HUMAN RESOURCE MANAGEMENT. Leveraging Web 2.0 Technologies in the Recruitment of Millennial Job Candidates, Jared J. Llorens and Alexandrea Wilson. New Selection Methods for a New Generation, Jeffrey Crenshaw and Kyle Brink. Considering Generational Differences in Assessing Work Values … A Unifying Approach, Kenneth P. Yusko and Brian L. Bellenger. Employee-Friendly Policies and Development Benefits for Millennials, Jonathan P. West. Texts, Emails, and Google Searches: Training in a Multigenerational Workplace, Patrick Deery.

PART III: BEST PRACTICES FOR MANAGING HUMAN RESOURCES FROM THE MILLENNIAL GENERATION. Best Practices for Managing Generation Y, Susan Eisner. A New Talent Agenda, Milano Reyna and Rishap Malhotra. Implications of Values of the Millennial Generation on HR Infrastructure, Sheri K. Bias and Donna L. Phillips. Millennial-Centric Strategic HR: Key Practices for Attracting, Developing, and Retaining Millennials, Scott A. Quatro.

PART IV: SPECIAL ISSUES AND CONTEXTS. Promises of Telecommuting and Preferences of Millennials: Exploring the Nexus, Ajantha Dharmasiri, Danielle Beu Ammeter, John E. Baur and M. Ronald Buckley. Millennials in the Workforce: Unions and Management Battle for the Soul of a Generation, Marcia A. Beck and Jonathan P. West. Small Businesses, Value Added, and the Millennials, Jackie A. DiPofi and Margaret Fitch-Hauser.

PART V: CONCLUDING THOUGHTS. Building Bridges Between the Millennials and Other Generations, Ronald R. Sims. About the Authors. Index.

Small Business Consultant, Dr. DiPofi, Helps Local Business Grow

This article is excerpted from "Who I Went to When I Needed Help" at by Charles Ingram. A portion of that article which references small business consultant Dr. Jackie Alexander DiPofi is repeated here.

SaVvy Helps Shine It Polish its Image

Small Business Consultant Dr Jackie Alexander DiPofiBrian Peterson is one of those guys with a working man’s Ph.D. But when he needed advice about his business late last year, he turned to a woman who holds a bona fide Ph.D. The result — a review of Peterson’s sales process and the anticipation of a significant new piece of business.

An Andalusia native, the 47-year-old Peterson attended college for a year before working seven years on more than two dozen oil rigs in the Gulf of Mexico. There, he learned how to clean equipment and machinery, and he took that experience with him. Subsequently unfulfilled as the manager of a tire store, Peterson started a cleaning business on the side.

In 1996, he went full time with his Cecil-based Shine It Co., which focuses on cleaning “external customer contact points” — things like bank ATMs, teller windows, kiosks, tubes and night drops. The company also does pressure washing and provides other cleaning services.

His company’s first customer was a Colonial bank branch — the same branch that gave him a loan to start his business. After Peterson cleaned that branch’s ATM, “It was only a few more steps up the ladder, and I was cleaning all of Colonial’s ATMs,” he says. “That was ATMs at 380 locations in four states.”

Shine It Co. has done business with several major banks and other customers the past 17 years, and it weathered the recession of 2008. But last fall, when the company suddenly lost a third of its sales, Peterson contacted Jackie Alexander DiPofi, Ph.D., of SaVvy Business Services in Auburn.

DiPofi had just left the position of director at the Small Business Development Center, an outreach unit at Auburn University partially funded by the U.S. Small Business Administration. DiPofi held that position for 11 years and had known Peterson for much longer than that. Peterson, stung by Shine It Co.’s loss of revenues, felt comfortable looking to DePofi for direction.

“Brian had survived this terrible, terrible economy, but when he contacted me, Shine It had excess capacity,” DiPofi says. “He has limited resources, no extra cash and no extra time. He is really good at what he does, but he came to me for advice on the business side, and asked, ‘How do I grow my business?’ And I said, ‘Let’s start by looking at your sales process.’”

The two worked together to simplify Peterson’s selling efforts, develop a better way to contact customers and improve efficiency and effectiveness. “We started with a simplified form that has information about the services that Shine-It offers, pricing and contact information,” DiPofi says. “It’s a simplified form that the customer can sign on the spot.

“Then we looked at his process for contacting customers, and we made sure that past customers were included along with new prospects, because it costs less to do repeat business than it does to get new customers. We looked at efficiency — doing more with less — and effectiveness — achieving a defined goal. We’ve done a lot of things, and now I’m helping Brian close his first sale since we started working together back in October.”

According to Peterson, “I had always done the sales myself, but Jackie has more technical skills and communication skills than I do.

“She has a more professional approach with customers,” he says, adding, “I’m much more comfortable in the country on a job site than I am in a boardroom meeting.”

Peterson now looks at DiPofi as his marketing director, and at times she makes sales presentations on his behalf.  “I’m not as technically savvy as I could be, and that was a possible reason we lost a third of our business,” Peterson says. “That’s why I asked Jackie for her help. I don’t want my lack of technical expertise to be a factor” in the business’ performance.

For DiPofi, SaVvy Business Services is a scary yet exciting venture. “When I was at Auburn University, I worked with businesses in an eight-county area,” she says.

“Now, I’m working with companies all over the nation. I’m in discussion with one company headquartered in France. It’s much more of national-global world for me now.” 

If DiPofi and Peterson successfully wrap up their first new piece of business, that could create a nice problem for Shine It. “If we got a major deal, I would have to add more people,” Peterson says.

To discuss how a small business consultant could help your company call Dr. Jackie Alexander DiPofi today.

Essential Components of Examples of Marketing Plans

examples of marketing planSome business owners open up a business even without any background in marketing. But, as well know, a good business marketing strategy is starting with a good marketing plan. We may find hundreds of examples of marketing plans in the information superhighway of cyberspace. However, how will we know which one is done right? Here are the essential components of the “right” examples of marketing plans:

1.       Executive summary

Examples of marketing plans should begin with an executive summary. This part introduces your company and the overview of the history of your company is found here. It also includes the mission and vision statement of your company, which reflects your company’s overall philosophy. And finally, it should emphasize the vital points of your marketing plan and outline your objectives.

2.       Situational Analysis

This section is also known as the current situation. This must give a detailed description of your target market which includes their key demographic characteristics like their age, location, gender and income. You may obtain this information either by conducting your own research through talking to other businessmen and using online search engines, or you can hire a market research firm to do the job for you.

3.       Competitive Analysis

Examples of marketing plans should include a competitive analysis. This should contain the list of your competitors, an outline of their market share, including a description of their business offerings, objectives, and their strong and weak points.

4.       Marketing Strategies

Good examples of marketing plans must contain this vital component. This section contains the 4 P’s in business marketing. First is product, which deals with the specification of products or services that you’re offering and how it relates to the needs and wants of your consumers. Second is the pricing, which is the method of setting a price for the products/services including discounts. It may be in a form of time or energy and may not always be monetary. Next is the placement or simply the place of distribution of your product, which pertains to where you sell your products (online or retail), which industry and to which division (families, young adults, men, women, etc). And lastly, promotion, which includes branding, advertising and sales promotion.

5.       Financial Analysis

This section contains the cost of the implementation of your market plan. Make list of your proposed marketing strategies including the cost associated in implementing them. Create also a time line for the implementation of each strategy. And finally, include all the projected expenses, revenue and return of investment. 

If you wish to learn more each detail of these examples of marketing plans, consider getting Dr. Jackie Alexander DiPofi's RAMPS Small Business Marketing Plan. Call her today at (334) 467-8847 or schedule an appointment or fill out a contact form request

Business Marketing versus Consumer Marketing

business marketing

By definition, business marketing is the practice of selling products or services by individuals or organizations to other business entities either to use the products or services for their own business operation, or to use it as components in making their own product, or to resell them. While consumer marketing means selling directly to consumers or the individual end-users.

What is the link between business and consumer markets?

                Although, there are a few factors that differs business and consumer markets, there is a link between them. Let’s put it this way, a demand in the consumer market generates a demand in the business market. For example, a demand for food like burgers creates a demand for its components like bread, patties, cheese, ketchup, mayo, etc., which consequently produces a growing  demand for flour, meat and other agricultural products. It’s like a ripple effect. A growing consumer demand for a certain product generates further business demands to supply components for such product. Thus a country’s economy experiences growth as its citizens increase their spending power.

Business marketing vs. Consumer marketing

Business marketing means selling products or services to another business entity while consumer marketing means selling directly to the consumers. Although the difference might appear quite obvious, let us try to digest more on the key differences between the two.

First, business owners do not spend their own money. They may own the business but they must separate personal expenses from business expenditures. Thus, there’s a great need to justify purchases before giving it an approval. Most often than not, major procurements will still have to undergo a formal and strict process of biddings, budget reviews, and bargaining before they are actually done. And sometimes you even have to talk to a number of different decision-makers and various key officers of the company in order to market your product to certain business entity. Thus business marketing is quite complicated than consumer marketing. While consumer marketing is simple and straightforward.

Business to business marketing strategy (B2B)

Business to business (B2B) marketing strategy is larger in scale compared with business to consumer (B2C) marketing strategy. B2B marketing strategy has to consider numerous factors like branding, product/service development, target market, pricing, promotions, and sales and distribution.

How big is business marketing?

According to a study in 2003, sponsored by the Business Marketing Association, business-to-business marketers in the United States spend an estimate of $85 billion dollars a year in goods and services promotion. Well, just imagine the fact that there is such a thing called Business Marketing Association is enough evidence to the enormity of this industry. 

If you are planning to start a small business, a strong business marketing plan should be made. You may schedule an appointment with Dr. Jackie Alexander DiPofi to guide you at (334) 467-8847 or fill out a contact form request for her to get in touch with you or if you wish to purchase her RAMPS Small Business Marketing Plan.

The RAMPS Result Model

In the RAMPS Results Model, the arrows represent feedback and control loops which represent activities targeted toward a defined target market of potential buyers of your products and services.  The RAMPS model identifies customer buying habits and develops a strategy for changing their buying habits to one of buying from you, buying more from you, and buying more often from you.

The RAMPS Results Model: The Ongoing Activity of Business in Perpetual Motion

RAMPS result model

The RAMPS result model works for all kinds of businesses because it is based on strong principles applicable to all companies.  Studies support the adaptability of the RAMPS into businesses, big and small, young or old. 

The RAMPS result model builds on the science of industry.

RAMPS Small Business Marketing Plan© is a model to teach anyone the subject of marketing by condensing the entire marketing discipline into one word: “RAMPS” (Research, Advertising, Merchandising, Promotions, Sales.) This book is written for anyone who has the need  to plan, implement and be responsible for completing marketing tasks. If you wish to get a hold of this book, call us at (334) 467-8847 or fill out a contact form request


How the RAMPS Small Business Marketing Plan Model Provides Marketing Framework

The RAMPS small business marketing plan model is designed for information gathering, analysis, and decision making.

RAMPS  small business marketing plan helps business owners be more effective and more efficient not by replacing other forms of marketing information, but by  providing a framework for processing marketing information systematically. RAMPS small business marketing plan helps business owners organize their thoughts and actions related to increasing sales income by focusing on their objectives. Most importantly, the RAMPS small business marketing plan model responds to the urgency of the times.

small business marketing plan

The RAMPS small business marketing plan model facilitates the processing of complex marketing information quickly and provides a framework to support marketing decisions, leading to implementation of more successful marketing efforts.  RAMPS small business marketing plan model is a fast and effective way to learn marketing regardless of business background.  Business beginners can improve their marketing skills and experienced business practitioners can master marketing effectiveness and efficiency. 

The RAMPS small business marketing plan model is universal—it works in any business environment. 

RAMPS small business marketing plan takes the business person through the twenty exercises that implement the model. At completion, he or she will be a stronger business person and will have better marketing plans. Better planning gets a business in better condition.  Step-by-step, through the process of identifying and communicating with individuals who have a need for the business’s product or service, the business owner whittles away most of the world’s population to focus on defined targets for marketing efforts.

            The five steps of the RAMPS small business marketing plan model for marketing success begin with Research, the step most often skipped by practitioners.  Research identifies your target market and their buying patterns.  The second step, Advertising, means using paid media to get a message to the identified targets.  Merchandising provides a number of methods beyond Advertising for putting your business message into the target’s environment. Taking the fourth step into Promotions connects your business to opportunities for interacting with the individuals who make up your target.  The fifth step is Sales, where one-on-one communication occurs and where the desired transactions take place.  The end goal of RAMPS small business marketing plan is for the target to exchange its money for your products and services, repeatedly and often.  The process is never ending, as long as the business exists.

small business marketing plan

Marketing encompasses so many activities that, without a model to follow, all of the related tasks can become overwhelming, especially to an already-stressed business person trying to keep a going concern.  Even with the RAMPS small business marketing plan model, the task is not easy, but at least with RAMPS, there is a guide for tackling it.

            With the RAMPS small business marketing plan model, from this day forward, there is a specific place in your brain, file drawer, and computer for marketing information as you receive or discover it.  RAMPS small business marketing plan  provides a systematic process for organizing, analyzing, and storing all kinds of marketing data for short-run and long-run decision making.  If the exercises are followed, RAMPS will become an essential part of your life as a business person.

The message to business owners is to stand strong.  We are the innovators.  We are American business, living in a democracy.  We play the game, we take the risk, and we build industry that adds value to the economy.  We employ others.  That responsibility alone is enough to keep many from pursuing business ownership as a career.  But we do, and we will forge ahead.  The RAMPS small business marketing plan model can help. Developed for industry leaders who need practical assistance in reaching desired results, RAMPS  has a long history; it has been applied in industry, and is taught in universities. Business decision makers need RAMPS for its simple, easy-to-use tools and its effective and efficient ways to improve understanding of planning and implementing marketing activities today.   

This is the path to the turnaround.  Business managers must focus on the bottom line, use proven methods, and rebuild the business structure that makes America great by identifying the changing needs of the public and capitalizing on that knowledge.  In a successful, capitalistic environment we need to forge ahead into the competition. We have done very well in the past.  Using a scientific model, a systematic method for assessing a marketing situation and prescribing action, we can continue to succeed and even lead.  Science is a way to eliminate guesswork. The RAMPS small business marketing plan model has that same goal.  In its simplest form, RAMPS small business marketing plan is easy to remember, but as its complexities develop, a sophisticated model is built. 

RAMPS Small Business Marketing Plan© is a model to teach anyone the subject of marketing by condensing the entire marketing discipline into one word: "RAMPS" (Research, Advertising, Merchandising, Promotions, Sales. This book is written for anyone who has the need  to plan, implement and be responsible for completing marketing tasks. If you wish to get a hold of this book, call us at             (334) 467-8847       or fill out a contact form request. 

Why Should You Have a Small Business Marketing Plan?

small business marketing plan

Do you plan to start your own small business? If so, then you need to formulate a small business marketing plan. A business marketing plan is a combination of advertising and marketing strategies created to mobilize your available resources to achieve the best results possible, a paying customer.  A business marketing plan is an integral part of every organization and provides a schedule of advertising and marketing campaigns and costs involved. The most effective and viable business marketing plan contains a list of products and/or services and the target markets for promotional and advertisement purposes.

Why should you have a small business marketing plan?

Well, creating a business marketing plan and working accordingly can lead a business to success. It familiarizes you with the economic and business environment. It helps you recognize your prospective customers and lets you know how to provide them with reasons why they should purchase your products and/or services. It will also let you know the best time to market your product or service. Finally, it assists you to evaluate your progress to take necessary actions so as to eliminate any deficiencies. At the end of the day, all this will add to your experience.

A business marketing plan is invaluable as it gives you focus, goals and objectives.

In addition, it saves you a great deal of time, money and effort to accomplish those goals and objectives. No one can survive in the business world without a business marketing plan, be it a doctor, an engineer, an attorney or a retailer. In large companies, CEO’s, managers and bosses invest night and days to develop a comprehensive business marketing plan, as they know that the success or failure of their company depends on the marketing plan. In fact, a business marketing plan is a roadmap for success. It assigns different roles to employees in an organization to carry out their duties properly. So, everybody knows what to do and when to do it. Moreover, a marketing plan sets deadlines and describes how to make those deadlines.

business marketing plan

As a small business owner, you can use the business marketing plan you have formulated to benefit the marketing opportunities in order to achieve maximum return on your investment. Even if you are on a tight budget, the small business marketing plan will help you provide your key products and services on time and within the budget. Furthermore, it allows you to develop positive business relationships with mass media associates. It could mean you can enjoy a number of marketing opportunities at no cost. Such marketing opportunities may include article features and preferred placement. It will cut down your budget.

A small business marketing plan affords you an opportunity to schedule advertising and promotions at multiple sites to make repeated impressions on your prospective customers to persuade them to purchase your products or services. Once you have formulated your plan, you do not have to wait on the advertisement companies to contact you since you have plenty of time to employ viable cross-promotional techniques, such as coupon charge cards or flyers. You can also spur on your employees to participate in these activities. Other marketing elements that can provide you with assistance to sustain a consistent message with all your customers are slogans, logos, phone calls and mission statements.

To cut a long story short, if you are going to kick off your own small business, do create a small business marketing plan. If you do not prepare a business marketing plan, your business may become one of those 90% businesses that face failure due to bad planning or lack of planning. You cannot even expect to operate a business successfully without a concrete business marketing plan. Based on these facts, it is most advisable to draft a marketing plan in conjunction with a business plan. With a solid marketing plan, you will be able scale the heights and run circles around your competitors!

RAMPS Small Business Marketing Plan© is a model to teach anyone the subject of marketing by condensing the entire marketing discipline into one word: "RAMPS" (Research, Advertising, Merchandising, Promotions, Sales. This book is written for anyone who has the need  to plan, implement and be responsible for completing marketing tasks. If you wish to get a hold of this book, call us at (334) 467-8847 or fill out a contact form request. 


Why Is It Important To Do Competition Research?

competition research

It should go without saying that competition research is crucial to every business in this day and age. But, many business owners skip this important step in establishing their business. Here, we are going to spell out why it is so important to research competition. Well, collecting information about your counterparts or competitors is paramount, as it is the key to success in the business world. It enables your business to run rings around its competitors. Conducting research on your competitors is especially important if you are going to start your own small business. It cannot be over-stressed that a new business should endeavor to learn every minuscule detail as to its competitors. Especially in this economic crisis, but even in the best of situations, to survive a small business owner should familiarize him/herself with the business environment. Market research on the competitors lays a solid foundation that leads a business to success at the end of the day.

Competition research is an integral part of market research and it helps you identify your potential target market and how likely it is to be profitable.

You need to find out how many competitors are there, and if they are making profits. To achieve success, understand them and formulate a concrete plan to overtake them. Collect information about the type of products or services they are selling and the market share they have. Moreover, equip yourself with the effective strategies they are employing to market their products or services. A comprehensive market analysis will provide you with all the information you require.

It is advisable to use multiple resources to research competition, such as your competitors’ product/service reviews, websites, advertisements, newspaper reviews, customer feedback and so on. Customer reviews are sometimes entirely different from what a competitor says about its products. Online shopping websites, such as Amazon, are a good place where you can read up on customer feedback about the quality of a product. Should you have a great deal of information about your competitors, you have great chances of successfully competing against them.

competition research

It is also important to know how the prospective customers or clients perceive your competition. Depending on your budget, you can hire a professional and bona fide research company to perform this sort of research on your behalf. Such companies are expert in market research and conduct surveys to obtain the required information. They provide you with the collected information in an organized format that is easy to interpret. This is also a viable method to gain valuable insight into the way customers or clients decide on buying a product or service. Market research will let you know why customers prefer you to your competitors. What are the things that differentiate you from your competition? Is it your pricing or quality that influences customers to buy from you? This is all part of what we call competition research!

Once you have accumulated enough information about your competitors, it is time to analyze the information deeply in order to get an idea of your competitors’ strengths and their strategies. Consider offering something that is useful to your customers and not being provided by your competitors, for instance, a bonus or other incentives.  This way you will have an edge over your rivals. Eventually, this will help you increase your customers and make your business more lucrative.

It pays to perform competition research and the time, effort and money you invest into it will help you know the strategies your rivals are implementing to persuade the customers to choose their products and/or services. Keep in mind, whether you plan to do research on your competitors or not, they always do research on you. This is how smart businesses maintain their position in the market.

competition research

Knowledge is power and it applies to competition research as well. You can beat your competitors if you have the knowledge of what they are doing. Competition research identifies the direction towards which your competitors are moving. It does not necessarily mean that you should start copying your competitors. Instead, formulate your own unique and effective strategies to stay ahead of them. With the competitive intelligence, you can make wise business decisions to achieve success.