Marketing serves as the face of your business. It coordinates and produces all print and digital materials representing the business. It is the Marketing Department's, whether one person or many, role to reach out to prospects, customers, partners, suppliers, investors and/or the community while creating your desired overarching image. All this should represent your company in a positive light that reflects who you really are. Your company's purpose will be an umbrella to all marketing campaigns. It will signal which customer segment is a priority to target. With a marketing strategy in place, a business has the necessary focus; without one, they are more prone to fail. When inspired, it is easy to rush into the idea without exploring the necessary possibilities. By consulting with trusted sources about your idea, you can avoid the pitfall of working on your business plan in isolation. Once you take your new business live on the web, the necessary marketing investments are needed to promote it. Also, after your new business website is live, success often depends on how well you understand your business data analytics.