How will you use the money?

No, exactly, how will you use the money?

It’s not enough to point to the marketing line in the budget, what exactly will you do with the cash, who will you hire, what market are are you targeting, what’s your advertising plan. If you want to hire an agency, which agency? If you need a social media person, what will be their job description, what metrics will they work to and how much will you pay them?

Sure, every budget is an estimate. Absolutely, there’s a healthy slug of finger in the air. Of course, no one can be held to their predictions. None of that is an excuse for lazy estimates or grabbing at weak assumptions.

You do not know the future, but what’s interesting and useful here? Your best guess.

Skippy strategy: As clearly as you can, How will you use the money?