Tsepoday MarselMarketing strategy in 6 steps: a working template instead of 80 slides
A strategy is not a thick deck — it is a set of decisions that can be tested with numbers. Here is the minimal framework I use in projects.
Steps 1–2. Segments and offer
Describe the 2–3 segments that bring 80% of your margin, and for each one answer the question "why buy from you". If the offer sounds the same for every segment, it is not an offer — it is a signboard.
Steps 3–4. Channels and economics
For each segment — 2–3 channels with an acquisition cost hypothesis. Calculate what CAC you can afford given your margin and repeat purchases. Cross out channels where the target CAC is clearly unreachable — before launch, not after.
Steps 5–6. Plan and metrics
Break the year into quarters: what we launch, what we spend, what should come out. One growth metric per quarter — everything else is operational indicators serving it.
How to know the strategy is real
Every statement is testable. Every hypothesis has a testing cost and a deadline. The document fits in 10 pages — and the whole team has read it, not just the owner.
Key takeaways
- →Segments are chosen by margin, not by revenue
- →The offer is written separately for each segment
- →Target CAC is calculated before launching channels
- →One growth metric per quarter