Chapter 13-Having a business plan is important – very important. At least, that is the opinion of nearly every business expert asked about the subject. In an earlier chapter we looked at some of the issues related to fees within a travel agency marketing plan. A marketing plan is just one element of an overall business plan and the part that is (or should be) most often updated. Where a marketing plan is normally updated or re-written every year a business plan may only get minor modifications here and there over its lifetime. What is that lifetime? A typical business plan is written to cover a three to five-year period.
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