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Putting your small business marketing plan in writing formalizes a guide to
work from and it provides goals to strive for.
The process of creating a marketing plan includes many factors that must be
considered. A typical plan follows an outline
with content as follows:
 | Your Company
 | Mission
 | to establish your business' fundamental goals for the quality of
your business offering, customer satisfaction, employee welfare,
compensation to owners, etc |
|
| What You're Selling
| list and describe the products and services your company offers |
|
| Competition
| describe your major competitors in terms of the factors that most
influence revenues |
|
| Keys to Success
| focus efforts on a few priorities, a few key factors that make the
difference between success and failure |
|
|
| Market Analysis
| Market Demographics
| described in terms of geographic, demographic, psychographics, and
behavioural attributes |
|
| Market Needs
| emphasize the market need that you seek to fill. |
| what value are you providing |
| what customer needs are you satisfying |
|
| Market Trends
| what factors seem to be changing the market or changing the
business |
| what developing trends can make a difference |
|
| Market Growth
| is the market growing, is it static, or is it shrinking |
| cite experts, a market research firm, trade association, or
credible journalists describing projected growth |
|
| Market Analysis
| define your target market segments and estimate how many potential
customers are in each segment |
|
|
| SWOT Analysis
| Strengths
| strengths within your business that add value to your service or
your marketing efforts |
|
| Weaknesses
| note the weaknesses within your business |
|
| Opportunities
| what opportunities exist in your market or the environment from
which you hope to benefit |
|
| Threats
| what factors are potential threats to your business t |
| threats include factors beyond your control that could place your
marketing strategy, or the business itself, at risk |
|
| Critical Issues
| bring the four areas of the SWOT analysis together to formulate
critical issues |
| objective is to leverage the strengths of the business to take
advantage of the available opportunities, offset or improve the
stated weaknesses, and minimize the risk of potential threats |
|
|
| Strategies
| Marketing Objectives
| set specific marketing objectives about sales, market share,
market positioning, image, awareness, and related objectives |
|
| Financial Objectives
| set financial objectives that are measurable against your
marketing objectives |
|
| Target Marketing
| identify and explain the strategy behind your market segmentation
and your choice of target markets |
|
| Positioning
| positioning statements should include a strategic focus on the
most important target market, that market's most important market
need, how your product meets that need, what is the main
competition, and how your product is better than the competition |
|
| Strategies
| strategy is a main focus, which might be focusing on a specific
target market, product opportunity, positioning statement, or some
other important or fundamental element |
|
| Market Research
| what market research you need |
| might include customer surveys, market surveys, market forecast
reports, market share reports, trends, etc |
|
|
| Marketing Mix
| Overview
| the combination of your marketing programs, including your product
positioning, pricing, distribution channels, advertising and
promotion, service, delivery, toll-free telephone number, the
website, the sales literature, the advertising, and many other
marketing programs are all part of the marketing mix |
|
|
| Sales Forecast
| Sales Projection
| develop and estimate your sales |
| explain the highlights of the sales forecast |
|
|
| Budget Analysis
| Marketing Expense
| plan your marketing expenses |
| make sure you have enough spending to meet your goals, and that
the emphasis in spending matches the emphasis in your strategy |
|
|
| Implementation and Controls
| Milestones
| list the specific activities that are the core of your plan by
listing each marketing program with its name, person responsible,
department, budget, and deadline date |
|
| Break-even Analysis
| a standard financial analysis that shows how much revenue you need
to meet both fixed and variable costs |
| analysis depends on assumptions for estimated monthly fixed cost,
average per-unit revenue, and average per-unit variable cost |
|
| Marketing Organization
| describe your sales and marketing organization. |
| describe roles and the relationship of those people and their
responsibilities |
|
| Controls
| How you will monitor your progress based on comparing your
performance to the goals and budget expectations for each month or
quarter |
|
| Contingency Planning
| what will you do if things don't work out |
| predict the problems that might come up |
| objective is to avoid or minimize the negative impact on your
marketing plan |
|
|
| Summarize the Plan
| Executive Summary (done last but will be at the beginning of your
Small Business marketing Plan)
| Situation Summary |
| Market Summary |
| SWOT Summary |
| Strategy Summary |
| Financial Summary |
|
|
By following the process above you will be well on your way to developing and
implementing a small business marketing plan.
Affiliate Marketing Plan
Internet Marketing Plan Marketing Plan Software Small Business Marketing Plan
Strategic Market Planning Website Marketing Plan
|
