Your marketing plan needs (a) a market-product grid to focus your marketing efforts and also (b) leads to a forecast of sales for the company.
Use these steps:

1. Define the market segments (the rows in your grid) using the factors in Figures 9–4 or 9–7.
2. Define the groupings of related products (the columns in your grid).
3. Form your grid and estimate the size of market in each market-product cell.
4. Select the target market segments on which to focus your efforts with your marketing program.
5. Use the information and the lost-horse forecasting technique to make a sales forecast (company forecast).