This week’s discussion is based on a case study of Jessica Turner started Turner Test Prep in the summer of 1997. After passing her CPA exam and getting rejected from Big Six accounting firms she started finding a job in other employment options (Hisrich, 1990). The Test Prep company took the responsibility of SAT, GRE, GMAT, and MCAT (Hisrich, 1990). Aside from the business, she used to teach math to students several nights a week. But this method didn’t support her for long (Hisrich, 1990). I think that Jessica never understood the importance of a preliminary marketing plan. I would like to throw some light on the importance of a preliminary marketing plan first (Hisrich, 1990). I think that creating a marketing plan initially helps to sort out a lot of things. First is the Target market. Any person planning a business must first understand the target market (Hisrich, 1990). Identifying your target audience early on is quite crucial to the marketing process because it creates a way for more decisions. Finally, the marketing messages must be fixed which later on can be spread between the target audiences (Hisrich, 1990).