• Overview
    o Know where you are (Point A)
    o Know where you’re going (Point B)
    o Figure out what it will take to get from Point A to Point B

• Identify Your Goals
    o Look at the short term
    o Look at the long term
    o Be realistic
    o Put it in context – of the firm, of the practice group

• S.W.O.T. Analysis
    o Strengths
    o Weaknesses
    o Opportunities
    o Threats

• Look Back
    o Describe your marketing activities in the recent past

• Look Ahead
    o Focus on key kinds of marketing activities:
       • Writing
       • Speaking
       • Joining
       • Entertaining
       • Personal development
       • Using technology

• Focus on your clients
    o What will you do to cement and expand these relationships?
    o Name them
    o Will you visit them? Will you invite them to visit you?
    o Can you cross-sell them?

• Focus on your prospects
    o Who are they?
    o What will you do to convert them to clients?

• Focus on your referral sources
    o Who are they?
    o What have they done for you?
    o What have you done for them?
    o What will you do to cement and expand these relationships?

• How will you incorporate your marketing activities into your working life?
    o Putting it in writing
    o Not keeping it to yourself
    o Involving others
    o Being accountable
    o Checking in periodically
    o Adjusting the plan
    o Preparing the next plan