How to Write a Strategic Plan and Execution Plan

About What to Do

When making a plan, we need to have a clear goal. A clear goal will have a specific timeline and a measurable data outcome.

Let's look at the left side: two clear plan goals (the purchase conversion rate for Fans Tong should reach 15%, and this goal should have a time point, let's say August) with a time point and specific results. On the right side, there are two vague goals, such as "let the xx product get comprehensive publicity." What does "comprehensive" mean? If it's such a vague goal, how can I break it down? How can I break down my work steps? It's impossible to break down, so everything you do lacks purpose.

Take a piece of paper and a pen, write out the plan structure. Before you actually think about the creative ideas and structure, take out a piece of paper and a pen and write out the plan structure. One piece of paper is enough. You can first write down which parts your plan includes, set up the skeleton, and then fill in the details quickly.

About How to Do It Well

User Research You need to know who the target audience of your plan is. Find a portion of them, online or offline, and conduct one-on-one user interviews. Ask them about their views on the activity you have conceived. Would they participate in such an activity? What do they most want to get from it? And so on. The purpose is to obtain useful reference information and evidence for your planned activity, and adjust the activity's purpose and content based on the preferences of the target audience.

Content Testing For example, your company wants to do an event marketing activity on Valentine's Day, and the company needs product sales to reach 200,000 on that day. You have designed two types of activity content: A and B. Then you need to launch this activity to the market through the WeChat channel. Later, you need to know the effect of the activity: does activity A bring higher sales, or does activity B bring higher sales for your product? This is content testing.

Data Feedback Still using the above example, when you do content testing on the activity effect and study the sales data, you find that on Valentine's Day, activity A only brought 80,000 in sales, while activity B directly brought 120,000 in sales. Then you know that next time you should do more activities of type B. This is the feedback brought to you by data. After that, you can adjust and optimize activities based on data feedback.

I have said so much and analyzed what we really need to do. I believe you should now understand that all our work purposes and principles, whether it is making a strategic plan or executing an activity, should be clear: you need effective traffic and