The Marketing Canvas

The Marketing Canvas

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: Market Canvas Edit PDF 

Marketing Canvas Definitions

SWOT/Strengths:

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.

Weaknesses:

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.

Opportunities:

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.  

Threats:

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.

Customer Segments:

In this box, list your customer segments by geographical area, region, or even neighborhood, which can also be segmented by the types of customers. For example, you may target professionals who are likely to do their car washes before or after work hours.

Your Products/Services:

In this box, list the products and services that you are selling. These can be current or new items. Most car washes offer air machines for tires and even cosmetic items such as air fresheners. Make sure to list all items, even if they’re not making your business the largest revenue.

Problems and Solutions:  

In this box, list the issues in the marketplace that impact your products or services. Make sure to list how your solutions can solve the particular “pain points” for your potential customers. If most car washes are using “touch-free” washes and your car wash doesn’t feature this option, you may have to find an alternative solution so you don’t lose customers. 

Customer Personas:

In this box, describe your buyers, either current or target. You can answer questions relating to their demographics, their buying habits, where they spend their time, what influences their purchases, etc.

Take time to evaluate the people who come through the car wash – who uses automatic tunnels? Who vacuums their cars? Who uses the self-serve bays? Do they come alone or with other people? How long do they spend at the car wash?

Key Benefits: 

In this box, describe how your products or services can help your customers.  For example, if you are an owner of a car wash, you are helping your clients to have a clean car, but you are also helping them to maintain the value of their vehicles. This is indirectly helping them feel better and more confident about themselves because of their clean car.  

Features:

In this box, describe how your products or services work.  For example, if your business uses eco-friendly cleaning solutions and spot-free water. “We wash, wax, hand dry and detail all the interior of your car.”

We hope that with this overview of our Marketing Canvas, you now have a better idea on how to understand your business, customers, and goals. If you need help with any part of this Marketing Canvas or have questions, please contact the Tomo360 team today. 978-253-4922 or info@tomo360.com

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