Section 1: Understanding your customer and the market
Section 2: Your vegan marketing toolbox
Section 3: Creating and carrying out your marketing plan

How did you do?

So how did you do on your initial audit?  This gives you a score out of 30 and is the reality of where you are right now.  If you got more than 10, then you are already doing better than most businesses.  Even having just 5 means you’ve already got a good foundation.  No one gets 30.  If you think you have all 30, then at the risk of offending you, you should either already be a millionaire vegan entrepreneur or you’ve not fully understood the questions.  But that’s OK, because as you work your way through the course and you realise that actually, when I talk about your business having a good story, your story isn’t quite good enough, you can come back and try the audit again!

But the score you get now isn’t actually the important thing – the important thing is what score your business could potentially get.  Don’t be afraid of a low score – this just means that there’s a lot of room for improvement (which is great!) and that you’ve got a lot of opportunities to get it right.  If you read through those questions and say to yourself, “You know what?  This business I have, I think I could get all those things in place.  There’s no reason why I couldn’t be a 30 out of 30” then you have a very exciting company on your hands.  Even if you think you could get your company to 15 with a little guidance and a willingness to learn, then we’re still onto a winner.

Make a note of this score in your notebook – we’ll come back to it later.

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