In Alice in Wonderland, Alice encounters the Cheshire cat. He asks her where she is going. She
answers that she does not know. The Cheshire cat answers that any road will take her there. It is
clear that Alice did not have a marketing plan. David Campbell has a similar philosophy as
reflected in the title of his book: If You Don’t Know Where You’re Going, You’ll Probably End
Up Somewhere Else.  Without a marketing plan, a small business could be moving at great
speed…but in the entirely wrong direction.
Because many small businesses seem to operate successfully without a marketing plan,
depending on how you want to define successfully, the absence of a marketing plan does not
mean automatic failure. However, there are some distinct disadvantages to not having a
marketing plan. The following are some examples:
• Not having a marketing plan, whether it be a stand-alone document or a section in the business plan, will
put you at a significant disadvantage when trying to get any type of business loan.
• Not having a marketing plan can push a business into a meandering mode that could result in slowed
growth, missed opportunities, and ignored threats.
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