Small Business Marketing Plan
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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:

bulletYour Company
bulletMission
bulletto establish your business' fundamental goals for the quality of your business offering, customer satisfaction, employee welfare, compensation to owners, etc
bulletWhat You're Selling
bulletlist and describe the products and services your company offers
bulletCompetition
bulletdescribe your major competitors in terms of the factors that most influence revenues
bulletKeys to Success
bulletfocus efforts on a few priorities, a few key factors that make the difference between success and failure
bulletMarket Analysis
bulletMarket Demographics
bulletdescribed in terms of geographic, demographic, psychographics, and behavioural attributes
bulletMarket Needs
bulletemphasize the market need that you seek to fill. 
bulletwhat value are you providing
bulletwhat customer needs are you satisfying
bulletMarket Trends
bulletwhat factors seem to be changing the market or changing the business 
bulletwhat developing trends can make a difference
bulletMarket Growth
bulletis the market growing, is it static, or is it shrinking
bulletcite experts, a market research firm, trade association, or credible journalists describing projected growth
bulletMarket Analysis
bulletdefine your target market segments and estimate how many potential customers are in each segment

 

bulletSWOT Analysis
bulletStrengths
bulletstrengths within your business that add value to your service or your marketing efforts
bulletWeaknesses
bulletnote the weaknesses within your business
bulletOpportunities
bulletwhat opportunities exist in your market or the environment from which you hope to benefit
bulletThreats
bulletwhat factors are potential threats to your business t
bulletthreats include factors beyond your control that could place your marketing strategy, or the business itself, at risk
bulletCritical Issues
bulletbring the four areas of the SWOT analysis together to formulate critical issues
bulletobjective 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
bulletStrategies
bulletMarketing Objectives
bulletset specific marketing objectives about sales, market share, market positioning, image, awareness, and related objectives
bulletFinancial Objectives
bulletset financial objectives that are measurable against your marketing objectives 
bulletTarget Marketing
bulletidentify and explain the strategy behind your market segmentation and your choice of target markets
bulletPositioning
bulletpositioning 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
bulletStrategies
bulletstrategy is a main focus, which might be focusing on a specific target market, product opportunity, positioning statement, or some other important or fundamental element
bulletMarket Research
bulletwhat market research you need
bulletmight include customer surveys, market surveys, market forecast reports, market share reports, trends, etc
bulletMarketing Mix
bulletOverview
bulletthe 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
bulletSales Forecast
bulletSales Projection
bulletdevelop and estimate your sales
bulletexplain the highlights of the sales forecast
bulletBudget Analysis
bulletMarketing Expense
bulletplan your marketing expenses
bulletmake sure you have enough spending to meet your goals, and that the emphasis in spending matches the emphasis in your strategy
bulletImplementation and Controls
bulletMilestones
bulletlist 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
bulletBreak-even Analysis
bulleta standard financial analysis that shows how much revenue you need to meet both fixed and variable costs
bulletanalysis depends on assumptions for estimated monthly fixed cost, average per-unit revenue, and average per-unit variable cost
bulletMarketing Organization
bulletdescribe your sales and marketing organization. 
bulletdescribe roles and the relationship of those people and their responsibilities
bulletControls
bulletHow you will monitor your progress based on comparing your performance to the goals and budget expectations for each month or quarter
bulletContingency Planning
bulletwhat will you do if things don't work out
bulletpredict the problems that might come up
bulletobjective is to avoid or minimize the negative impact on your marketing plan
bulletSummarize the Plan
bulletExecutive Summary (done last but will be at the beginning of your Small Business marketing Plan)
bulletSituation Summary
bulletMarket Summary
bulletSWOT Summary
bulletStrategy Summary
bulletFinancial 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 

 

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Last modified: November 21, 2007