Your marketing plan needs a market-product grid to

(a) Focus your marketing efforts and

(b) Help you create a forecast of sales for the company. Use these steps:

1. Define the market segments (the rows in your grid) using the bases of segmentation used to segment consumer and organizational markets.

2. Define the groupings of related products (the columns in your grid).

3. Form your grid and estimate the size of market in each market-product cell.

4. Select the target market segments on which to focus your efforts with your marketing program.

5. Use the information and the lost-horse forecasting technique (discussed in Chapter 8) to make a sales forecast (company forecast).

6. Draft your positioning statement.