It might seem obvious, but all marketing efforts should begin with a focused plan. Yet so many business owners and nonprofit directors don't have one. Why? It takes work! There can be a lot to look at when developing a comprehensive marketing plan. Competitive analysis, market research, distribution plans, target market, SWOT analysis, branding, positioning, and your marketing mix (channels of choice) are all things that may be considered. Of course, this part of the strategizing is all very technical and scientific (even though most of it will be distilled down into a best guess.) This section addresses a mixture of the science and the magic involved in producing a creative marketing approach.