A marketing toolkit anSME can actually finish
Turning the way FSJ works with clients into a self-guided pack a business owner can complete without a marketing team.
Deliverables
- Marketing strategy framework
- Workbook and planner design
- Content system — the FSJ 5C Framework
- Template and asset library
The challenge
Small businesses are told to market more. Almost none are told what to decide first. The result is a lot of activity — daily posts, boosted ads, a new logo every eighteen months — attached to nothing. When we looked at what SME owners were actually stuck on, it was rarely tactics. It was that no one had ever made them sit down and define the business precisely enough to market it.
The thinking
We had the answer already, but it was locked inside consulting engagements most small businesses cannot afford. So the question became a packaging one: could the sequence we use with clients — clarity, then positioning, then plan, then content, then conversion, then measurement — survive without a facilitator in the room? That meant every exercise had to be finishable in one sitting, and every framework had to produce an output the owner could use the same week.
The work
Ten components built as one system rather than ten downloads. A Marketing Blueprint that shows how the parts connect, a Brand Clarity Workbook that forces the definitional decisions, a 90-Day Planner, the 5C Content Playbook with a 30-day calendar attached, channel checklists for Instagram, LinkedIn and WhatsApp, a Conversion Toolkit, a KPI dashboard, Canva templates and an AI prompt pack. Everything is designed to be printed, written in, and argued with.
The result
The Starter Pack now functions as FSJ's entry point for small businesses — a practical product in its own right, and the resource every SME Growth Programme participant leaves with. It gives an owner a defensible marketing position before they spend anything on reaching people.
The Starter Pack is deliberately not a course. Nothing is gated behind a video, and there is no module you have to watch before you are allowed to think. It assumes the reader is a busy owner who will work through it in fragments — a page over lunch, an exercise on a Sunday — and it is structured so that each fragment is worth something on its own.
Four specialists, two days, one stronger business
Let's buildwhat's next.
Whether you need to clarify your business, strengthen your marketing, create an experience or develop your people — let's talk.