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A business model for setting and reaching objectives

The MOSAIC framework was developed in 1996 by B2B International as a tool to drive action from market research studies.

One of the oldest and simplest frameworks for addressing problems and opportunities is to answers the following three questions:


• Where are we now?

• Where are we going?

• How can we get there?


The MOSAIC model is an extension of these three questions. It is a framework for addressing macro and micro business issues.


MOSAIC is an acronym for six steps required to reach a goal -  mapping, objectives, strategy, action, implementation, and controls.

Mapping: A map is an essential part of any journey. It tells you where you are, where you could go, and the routes by which you can get there. No one would think of venturing up an unknown mountain without a detailed map. A map is just as vital in business.
Objectives: Objectives are a statement of the way forward. 
Strategy: A strategy is the blueprint for meeting the objectives. The strategy describes the plan of action rather than the detailed tactics as these could change on a day-to-day basis.
Action: The strategy has to be turned into an action plan. This is where tactics, people, resources and timing come into play. The action plan will comprise steps to achieve the objective.
Implementation: Implementation is the process of putting the plan into effect. It is almost always the most difficult part of the MOSAIC model as it is here that the plan on paper proves to be more difficult than expected.
Control: The implementation is unlikely to go exactly as planned. The plan will have a critical path which must be tracked so that if a problem is faced, it can be solved. Controls are necessary to spot these problems and take corrective action. 


Paul Smith, a marketing consultant, has developed a similar planning tool called SOSTAC.  SOSTAC stands for:

  • Situation – where are we now?

  • Objectives – where do we want to be?

  • Strategy – how do we get there?

  • Tactics – how exactly do we get there?

  • Action – what is our plan?

  • Control – did we get there?


Paul Smith also offers a book on how to write a marketing plan using the SOSTAC framework.

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