What Is The Marketing Canvas?
Many business owners and entrepreneurs start their business without taking the time to develop a comprehensive marketing plan, mainly due to lack of time or feeling overwhelmed by not knowing where to start. We understand that a marketing plan can be a daunting task, but it is an important tool that can increase the likelihood of success for your business. The Marketing Canvas is ideal for any business owners who are either in the process of starting or trying to refresh their marketing plan.
This Marketing Canvas is designed to help your business organize all the essential marketing information in one place. There are six boxes, along with a SWOT analysis, to help understand all aspects of your business, customers, and goals.
For your benefit, we’ve put together some tips and suggestions on what to put in each box. For the sake of this page, we will refer to a car wash as the business of choice for each example.
You can also download an editable PDF of the Marketing Canvas: download here.
Marketing Canvas Definitions
In this box, describe things that your business does well, and that you have control over. For example, what does your company do well that your competitor doesn’t?
You can include both internal and external factors that impact strengths. Internal factors can be attributed to your strengths as a business owner, such as your unique experiences, specialty or education.
External factors include areas that are related to your business, such as an excellent location, innovative technology with significant demand, or brand recognition, etc.
In this box, list things that your business does poorly in, or that you may lack. These items can be controlled, but some may be difficult to attain, such as having the newest equipment. This can also include internal weaknesses for you as a business owner.
These are factors are outside of the company’s control, but allow the business owner to seek an advantage in the marketplace, such as technology advancements or new trends.
These are items that are often cannot be controlled by the business, and may put an owner at risk. Some of these things include competition, a small market demand, or brand recognition.