A-31 WRITING AND STYLE SUGGESTIONS COMPREHENSION There are no magic one-size-fits-all guidelines for writing successful marketing and business plans. Which writing and style guideline below still generally applies? a. Do not use a business plan unless you plan to borrow at least $100 000. b. Include as attachment the résumés for all key players in your management team. c. To save paper send the plan in digital (Adobe Acrobat PDF) format to all potential investors. d. Use numbers for impact. e. Use different color fonts or paper to represent different sections of your plan. A-32 WRITING AND STYLE SUGGESTIONS APPLICATION Which of the following statements is written in the best writing style for a business or marketing plan? a. We have found three different groups that could benefit from our new software. b. Being that teachers social workers and nurses can use this software it will offer great opportunities. c. There are three potential target markets for this software: teachers social workers and nurses. d. There is a target market of teachers; there is a target market of social workers; and there is a target market of nurses as well who might benefit if we get the opportunity to bring this product to the public. e. The fact that there are three different “money makers” to shoot for should be a selling point. A-33 WRITING AND STYLE SUGGESTIONS APPLICATION Which of the following statements is best suited for a business or marketing plan? a. This will be a fantastic once in a lifetime opportunity in the amazing world of chocolate lovers. b. This product offers a unique opportunity to meet the needs of consumers who love the flavor of chocolate but who are allergic to cocoa. c. What could be better than chocolate? Nothing! That’s why this is a phenomenal opportunity for those who really understand the exciting world of chocolate. d. We are not kidding. This new non-cocoa chocolate candy is simply irresistible; everyone we gave a sample to fell in love with it. e. The fact that this chocolate-flavored candy does not contain cocoa should be a selling point. A-34 WRITING AND STYLE SUGGESTIONS COMPREHENSION Which of the following statements regarding bullet points in a marketing plan is most accurate? a. Avoid using bullet points whenever possible because they distract the reader. b. If possible change the shape of the bullet point (circle star square etc.) whenever you change topics. c. Bullet points should be used with all major headings to help draw attention to them. d. Bullet points enable key points to be highlighted effectively in a list form. e. Bullet points make it easier to highlight points that require long explanations. A-35 WRITING AND STYLE SUGGESTIONS COMPREHENSION It is helpful to use A-level (the first level) and B-level (the second level) headings under the numbered section headings of marketing and business plans to help readers make easy transitions form one topic to another. These headings should a. be used liberally at least one every 200 to 300 words. b. only be used in marketing plans and not in business plans. c. only be used in business plans and not in marketing plans. d. be used sparingly otherwise they lose their cohesiveness and effectiveness. e. continue in traditional outline form all the way through E-level (the fifth level) if needed but no further. A-36 WRITING AND STYLE SUGGESTIONS COMPREHENSION Which of the following statements regarding visuals is most accurate? a. Visuals should not be used unless they are in black and white; color is not considered professional in a formal business plan. b. Visuals should be used sparingly because it is assumed that if you cannot explain an idea in words you don’t have a sufficient grasp of your product. c. Visuals such as illustrations graphs and charts are acceptable; photos are less professional and should be avoided. d. Visuals such as photos illustrations graphs and charts enable massive amounts of information to be presented succinctly. e. Visuals should appear in the appendices of the plan never in the body of the plan itself. A-37 WRITING AND STYLE SUGGESTIONS COMPREHENSION Which of the following statements regarding business or market plan page length is most accurate? a. As a quick rule of thumb there should be one page for every $10 000 required in the projected budget. b. The length of a business plan should never be less than 30 pages or greater than 35 pages in length. c. The length of the body of the plan should be between 15 and 30 pages including financial projections and appendixes. d. For every page in the body of the work there should be at least one additional page in the appendix to complement it. e. Although general guidelines suggest a length of 15 to 35 pages the length of the plan should reflect the complexity of the product or service. A-38 WRITING AND STYLE SUGGESTIONS COMPREHENSION In addition to quality content a plan’s layout and design are also important. Which of the following statements is most accurate? a. Fonts that are serif type should be used within the body of the plan and sans serif type should be used with charts and graphs. b. Fonts that are sans serif are easier to read and should be used in the body of the plan. c. Ink-jet printers are preferable to laser printers. d. The font size should change with the importance of the material. Important material should be at least 14 points and go as small as 10.5 points for less important details. e. There should be a different font style for each new section within the plan provided no more than five distinct fonts are used. A-39 MARKETING PLAN ORGANIZATION COMPREHENSION The Table of Contents is usually found a. as soon as you open the cover. b. on the cover of the plan. c. immediately after the executive summary. d. between the executive summary and the company description. e. immediately before the executive summary. A-40 MARKETING PLAN ORGANIZATION COMPREHENSION The single most important section of the marketing plan (usually only two pages long) that “sells” the plan to readers is called the __________. a. executive summary b. strategic plan c. vision statement d. overview of financial projections e. synopsis
