How to prioritise in business using impact vs effort – free handout. Extract from the How To Market My Small business Course: https://www.injust5.com/downloads/market-small-business-course/ Explanatory video for this resource at: https://www.injust5.com/2016/06/25/impact-vs-effort-cost-free-template-handout/

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PR
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1
IMPACT
versus
EFFORT
Module 1 – Identify
©
2012-­‐2015
MY
PR
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HOWTOMARKETING™
1
HOWTO
Market
My
Small
Business
+ PRIORITISING MARKETING AND COMMUNICATION
TOOLS
+ THE IMPACT VS EFFORT MATRIX
+ VISUAL REPRESENTATION
©
2012-­‐2015
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PR
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In this section
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+ Prioritise from your wishlist – all of the activities from your marketing
and communication tactics sheet in your howtomarketing master
strategy template
+ My Impact versus Effort matrix will help you prioritise
+ The template should have automatically populated your ‘Impact vs
Effort’ sheet with the list of marketing and communication tools you
chose on the previous sheet
+ Now you just need to work your way through each one and allocate a
score for ‘Impact’ and a score for ‘Effort/Cost’
+ 1 for very low impact; 2 for low impact; 3 for moderate impact; 4 for
high impact; 5 for very high impact.
+ 5 for very little cost/effort; 4 for little cost/effort; 3 for moderate cost/
effort; 2 for significant cost/effort; 1 for maximum effort cost.
Priorit ising market ing and co mmu ni cat ion a ct iv it ies
HOWTO
Market
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Small
Business
©
2012-­‐2015
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PR
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MARKETING/COMMUNICATION ACTIVITY
OR TOOL (The below tools are automatically
populated from the previous 'Marcomms
Matrix' sheet. You can overwrite the
information though if you like)
IMPACT
EFFORT (AND COST)
Score
Priority
Number here 1 to 5. 1 for very
low impact; 2 for low impact; 3
for moderate impact; 4 for high
impact. 5 for very high impact.
USE ONLY NUMERALS 1, 2, 3, 4
or 5
Number here 1 to 5. 5 for very
little cost/effort; 4 for little cost/
effort; 3 for moderate cost/
effort; 2 for significant cost/
effort. 1 for maximum effort
cost. USE ONLY NUMERALS 1,
2, 3, 4 or 5
Auto calculation
here
Auto calculation
here
Billboard
5
1
5
6
Flyer
3
3
9
5
Facebook page
4
5
20
2
+ The red columns auto populate and calculate a score then an priority
number
+ Activities with the highest score are your top priority
+ Priorities are number 1 to 9 with number 1 being your first priorities
and 9 being your last priorities
The Impact vs Effort matrix

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PR
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Market
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Small
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HOWTOMARKETING™
5
impact vs effort/cost matrix.
Very high impact (5)
High impact (4)
Moderate impact (3)
Low impact (2)
Very low impact (1)
Very little effort/cost (5)
Little effort/cost (4)
Moderate effort/cost (3)
Significant effort/cost (2)
Maximum effort/cost (1)
1
2
2
3
3
3
4
4
4
4
5
5
5
6
5
7
7
8
8
9
5
6
6
6
6
Billboard
Flyer
Facebook
Visual Representation
+ The Impact vs Effort matrix is a fantastic tool to put your
marketing and business priorities into perspective.
+ Next steps: refer to the howtomarketing master strategy and
complete your Impact versus Effort matrix – optional whether
you want to plot it onto the colour coded visual matrix
+ Anything you don’t want to proceed with you can delete
completely from this sheet
+ The final activities on this sheet will automatically populate to
the next sheet, which will be form your marketing and
communication action plan
+ In the next module CONNECT you will learn more about all of
the marketing and communication tools
+ So you can come back to this and refine your list before finalising
your action plan – Congratulations! you are now very close to
putting your marketing activities in ACTION
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2012-­‐2015
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PR
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HOWTOMARKETING™
6
Next steps
HOWTO
Market
My
Small
Business

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2012-­‐2015
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PR
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+ PRIORITISING MARKETING AND COMMUNICATION
TOOLS
+ THE IMPACT VS EFFORT MATRIX
+ VISUAL REPRESENTATION
+ YOU’VE NOW COMPLETED MODULE 1 – IDENTIFY
+ Well done! The next module is for the next stage of the
sales cycle – CONNECT
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2012-­‐2015
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RECAP – In this section
HOWTO
Market
My
Small
Business