We've all heard the cliche' "You won't know you've arrived if you don't know where you're going." This couldn't be truer when it comes to having a marketing plan. For many, the terms "marketing" and "plan" being used together elicit the same response as using the words "family budget" or "last will and testament." Painful. Just painful. But a marketing plan is vital if you want to be effective, relevant, and profitable as an owner.