Capturing Marketing Insights into a Business Plan
TAGS: AdviceBusinessChristian EllulIdeasMarketingPlan

A business plan is a vital document when planning a new or ongoing business. It helps focus your efforts in the right direction with the expected returns in mind. One of the parts that entrepreneurs struggle to complete is the marketing section. In many instances, they are too ambitious on business prospects.

Other times, they tend to forget some market opportunities and challenges that may influence the business’s direction. Here are a few tips about capturing marketing insights into a business plan.

What Are Marketing Insights?

Market insight is an actionable, relevant target market reality that results from subjective and deep data analysis. The insight helps you know the trends, size of the market, buyer demographics and the competition. You can use the information to create strategies, forecast the future of the market and find ways to counter competition. Besides, it helps you develop solutions that are in line with market needs.

What Insights Do You Need To Capture

You will need to collect various insights to have a wholesome picture of your business. Given that you get insights from data, you need to determine what data you need for analysis. Here are the main areas to capture data for analysis.


Christian Ellul suggests that entrepreneurs start by defining their brand and the values it offers the market. The brand is the promise that the business gives to the market. It is also the challenge that motivates the business to keep going. In the business plan, you have to define your brand and the gap that it seeks to fulfil.

The rest of the marketing plan is based on this part. Where the product can do more than one task, you should define the brand from the use with the largest market in terms of value.

Your Customers

Your customers are your markets and are the reason you are in business. You need to define who they are, the needs for which they may want to buy your products, as well as any motivations that may lead them to or away from your brand. Besides, you need to define your customer demographics.

What kind of people is interested in your products? What is their day like? What are their financial and education levels? Where your product appeals to different markets or has several uses, you need to define each market independently. You may need to use a different marketing strategy for each segment. Be sure not to subdivide your market into sectors that are too small to fulfil profitably.


Most likely, some businesses sell similar or alternative products that satisfy the needs that your brand focuses on. Competitor data is vital as it gives you a picture of the market dynamics, customers, market trends and size.

When collecting competitor insights data, do not just pick the major ones. Check local businesses that are likely to give you a headache. You will also use them as a yardstick to determine market size or trends.

According to Christian Ellul, all this data would be of no use if it is not analysed and transformed into actionable recommendations.

After collecting data, it requires deep analysis to determine the size of the market, your position amongst the competition, market trends, customer buying behaviour, purchasing power, customer retention, as well as how your brand fits the market. Capturing accurate data helps make informed insights and the right decisions.

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