A plannning guide for Small and Medium Size Wood Products ...

United States Department of Agriculture

Forest Service

Northeastern Area State and Private Forestry

Newtown Square, PA

July 2005

NA-TP-03-05

A Planning Guide for Small and Medium Size Wood Products Companies

Jeff Howe and Steve Bratkovich

The Keys to Success: Strategic Plans Marketing Plans Operating Plans Financial Plans Organizational Plans Business Plans

Second Edition

A Planning Guide for Small and Medium Size Wood Products Companies

The Keys to Success: Strategic Plans Marketing Plans Operating Plans Financial Plans

Organizational Plans Business Plans

Second Edition

Jeff Howe and Steve Bratkovich

July 2005

Northeastern Area State and Private Forestry 11 Campus Blvd., Suite 200 Newtown Square, PA 19073 na.fs.fed.us

Acknowledgments

The authors are indebted to many people in the production of the first and second editions of this publication. Their helpful comments, keen insights, and sharp editorial skills were crucial to the success of our efforts. Special thanks go, in alphabetical order, to Dave Bengston, Scott Bove, Jim Bowyer, Roberta Burzynski, Victoria Evans, Mary Ferguson, Katie Fernholz, Kathy Forslund, Tom Hammett, Dentley Haugesag, Gerry Jackson, John Koning, Harlan Petersen, Kevin Powell, Bob Romig, Larry Swann, and Gene Wengert. Thanks are also extended to Gary Mitchell, who developed the illustrations for the publication.

Preface

The premise for writing this guide came from research studies in Maine and Minnesota that focused on success characteristics of small and medium size wood products companies. The first edition of the guide (1995) was a cooperative project between the USDA Forest Service, Northeastern Area State and Private Forestry; and the University of Minnesota, Department of Bio-based Products, Forest Products Management Development Institute.

Due to the popularity of the publication across the United States, and a request by users of the guide for an updated version, a second edition was written. This edition was cooperatively developed by the USDA Forest Service, State and Private Forestry, Northeastern Area, and Dovetail Partners Inc.--a nonprofit organization based in White Bear Lake, Minnesota.

Jeff Howe President Dovetail Partners Inc. 4801 Highway 61 White Bear Lake, MN 55110 jeff@

Steve Bratkovich Forest Products Specialist USDA Forest Service Northeastern Area State and Private Forestry 1992 Folwell Ave. St. Paul, MN 55108 sbratkovich@fs.fed.us

The use of trade or firm names in this publication is for reader information and does not imply endorsement by the U.S. Department of Agriculture.

Table of Contents Part I. Introduction................................................................................................. 1

Planning Pyramid...................................................................................................... 1 About This Guide...................................................................................................... 2

Part II. Vision........................................................................................................... 5

Importance of Making Clear Choices........................................................................ 6 Mission...................................................................................................................... 8 Values....................................................................................................................... 9

Part III. Creating a Strategic Plan...................................................................... 13

What Is Strategic Planning?...................................................................................... 13 Why Is Strategic Planning Needed?......................................................................... 13 The Strategic Planning Process................................................................................ 14

Part IV. Creating a Marketing Plan.................................................................... 23

What Is Marketing?................................................................................................... 23 What Is a Marketing Orientation?............................................................................. 23 Why Is a Marketing Orientation Important?.............................................................. 23 What Is a Marketing Plan?........................................................................................ 24 What Is My Company's "Marketing Mix"?................................................................. 25 How Are Marketing Plans Developed?..................................................................... 25

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download