Customer acquisition, advertising, sales, pricing and content strategy: organise your commercial development with clear, actionable methods.
Start with the foundations of acquisition, messaging and the sales journey.
Compare the main channels for a small business and avoid spreading your budget too thinly.
Organise actions that attract, convert and retain the right customers.
Website, content and social media: choose the channels suited to your goals.
Communication is not an end in itself. For an SME, it should help a specific audience understand and trust an offer and take action without undermining profitability.
Our guides cover the building blocks of a coherent approach: positioning, acquisition, advertising, pricing, sales, content and media relations. The aim is to connect each action to a concrete commercial need.
Choose the area you want to organise or improve.
Attract the right prospects and structure their journey.
Connect pricing, profitability and market access.
Build a consistent, memorable message.
Develop your presence beyond advertising.
This section is prepared under the responsibility of Romain Prieur, Swiss certified public accountant and entrepreneur. It connects marketing, pricing and sales to the economic realities of an SME.
Explore our latest analyses and explanations, ordered from newest to oldest.
Plan workshops, partnerships, referrals and local campaigns. Calculate the full cost, break-even point and results of below-the-line marketing for your SME.
Build an achievable communication plan: choose your audience, messages and channels, set a budget, and measure results with a 90-day SME example.
Compare direct sales, resellers and distributors. Choose suitable channels, calculate margins and cash needs, and test partners for your Swiss SME.
Build a repeatable sales process for your Swiss SME: choose acquisition channels, follow up on proposals, calculate acquisition costs and retain customers.
Choose the right customers for your SME with practical B2B and B2C segmentation criteria, a weighted targeting framework and a worked Swiss business example.
Plan your Swiss restaurant: Geneva and Vaud permits, premises, staffing, VAT and funding, with a worked break-even example.
Write terms and conditions for a Swiss business. Cover customer acceptance, payment, defects, returns, subscriptions and differences between B2B and B2C.
Set prices for a Swiss product or service. Calculate markup and margin, test discounts, choose billing units and understand Swiss VAT and price display.
Clarify your offer, model and structure to build coherent, profitable commercial development.
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