A marketing plan, a document detailing a company’s marketing objective and strategies over a certain period, consists generally of 5 parts: Executive Summary, Market Research, Strategy, Execution, and Analytics. Each of these parts has an important goal in clarifying the target audience, giving insights to build marketing assets, and building tracking mechanisms to monitor performance.
As a director of Visa Ready LAC, a program to certify third-party solution providers at Visa, Inc., a marketing plan is important to create a strategy to capitalize and increase token transaction volumes in Latin American countries. The plan can be described by detailing its executive summary, that consist of the key mission/vision, industry key services offered, highlight of history and revenue projections, and the company value proposition.
For Visa Ready LAC, the current marketing plan’s executive summary in place for this fiscal year is the following:
- Key mission /vision: Visa Ready LAC’s mission and vision are central to our global mission and vision: to connect the world through the most innovative, reliable, and secure digital payment network that enables individuals, businesses, and economies to thrive. Our vision is to be the best way to pay and be paid for everyone, everywhere.
- Industry: technology payment network
- Key products offered: Digital payment solutions related to tokenization, such as contactless payments, and QR, are eCommerce.
- History and revenue projections: Visa Ready LAC started as a free program to certify digital payment solutions that started the digital movement to pay with mobile devices. The revenue projections for our first year generating revenue is $1 million.
- Value proposition: Visa Ready LAC offers digital payments solutions that are innovative, secure, reliable, scalable, and certified to work in any market infrastructure in the Latin American region.
Executive summaries are an important part of the marketing plan as it sets the overall objectives for the marketing plan that is being presented.