Chip and Dan Heath wrote a fantastic book called “Made to Stick”. They relate how the military now designs military plans that list objectives but leave the accomplishment of those objectives to the soldiers. The reason is because no battle plan ever survived contact with the enemy. Likewise, no Business Plan has ever survived contact with the customer. Business Plans are “works in progress”, they are not definitive abstracts on how the business will be operated. Once the business is open, adjustments, tweaking, fine tuning are part of the process. The marketing plan you outlined in your plan, did not work, so you adjust, try different approaches, review the menu mix, discover what sells, and why. Offer more of what sells and less of what does not.
