The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Canvases1
One page that holds a whole idea, filled in together.
Worksheets2
Questions to work through, one decision at a time.
- The STP worksheet: segment the market, choose the target, set the positionA worksheet for the oldest sequence in marketing strategy: describe the segments on the bases that predict behaviour, score them, choose a targeting strategy and write the position. From Wendell Smith's 1956 paper to Kotler's textbooks.
- The integration RACI: who is responsible, accountable, consulted and informedA matrix of the activities in an integrated programme against the people and agencies involved, marking for each who does the work, who signs it off, who is consulted and who is kept informed. A general project-management practice, defined in PMI's lexicon, applied to marketing teams and agencies.
Calculators1
The arithmetic behind a rule of thumb, with its source and its limits.