We invariably start all our business development activities with a marketing plan. We don’t do a marketing plan without getting many people involved. No matter what size it may be, we obtain feedback from all parts of the company: finance, operations, administration, logistics and so on–in addition to marketing itself. This is especially important because it takes all aspects of company to make our marketing plan work. Our key people provide realistic input on what’s achievable and how goals can be reached and they share any insights they have on any potential, as-yet-unrealized marketing opportunities, adding another dimension to plan.