_____________ INC.

MARKETING PLAN
by  

“confidential”

DATE:_________________

PRODUCT DESCRIPTION:

TARGET MARKETS:

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SALES FORECAST

Top 5 Target Markets		  Worst Case      Most Likely	Best Case

Others to explore later:

MARKETING GOALS:

1.

2.

3.

4.

5.

SALES GOALS:

	for 2008				for 2009		for 2010  

2007 Quarterly Target Goals:

January - March		April-June		July-September	 	October-December
(goals)

											
(actuals)

MARKETING BUDGET ITEMS

1	Selling (direct costs)
•	Sales salaries and commissions			$
•	Travel						$
•	Entertainment					$
•	Other						$

2	Selling (indirect costs)			
•	Training						$
•	Marketing research				$
•	Statistical analysis					$
•	Subscriptions and dues				$
•	other						$

3	Advertising (all forms and media)		$

4.  Sales promotion (other than advertising		$

5	Public relations					$

6	Shipping and handling
•	Order filling, packaging				$
•	Postage and cartage				$

7	Communications
•	Phone						$
•	Web and Intenet					$
•	Letterhead						$
•	Business Cards					$
•	Literature and Flyers				$
•	Press releases(and writings)			$
•	Mailings						$
•	Graphics						$
•	
8	Trade Shows					$

9.  Credits and collections
•	Administrative expenses				$
•	Bad-debt allowance				$

10	Marketing administration				$

11	Other Items

MARKETING BUDGET-- ESTIMATES/ACTUAL

Made by:__________________________   Date:___________

GOAL OR ACTIONS:		TIMING:				COSTS: 
[eg.,Advertising, P/R, Training,		[monthly]	         Estimates		           Actuals
Travel, Entertainment, Trade
Show, News Release, ]

PRODUCT COMPARISON FORM
Fill out for product and service you offer in comparison with the leading competitive products in the market place.  One form for every competitor.

Product/Service:______________________________________________________
			        YOURS					COMPETITOR

Target Markets_________________________________________________________________

PRICE												
Benefits offered:
1.
2.
3.
4. 
5.

Quality

Price

Improved versions

Location

Delivery

Follow-up
  Services

Availability

Convenience

Reliability

Service

Guarantees

Name Recognition

OTHER (specify)

FEATURES AND BENEFITS

FEATURES						BENEFITS				

The “IDEAL”  customer

Demographics

Geographics

Psychographics

Needs and Wants

How often will customer purchase

How will customer make referrals

How do they pay: cash, check, credit

Other considerations

CUSTOMERS / PROSPECTS SUMMARY FORM

(These are our most valuable CUSTOMERS, ranked from the top along with market segments they represent)

	NAME OF CUSTOMER				MARKET SEGMENT
1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

(These are our most valued PROSPECTS to be converted into customers)

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

TOP  COMPETITORS INFORMATION:
Competitor:
Product Name and Service:
Location:
Specific Information:
•	Years in business____________		Dollar Sales:____________
•	Number of employees________		Unit Sales: _____________
•	Market share_______________		Financial Strength___________
•	Profitability________________
•	President/ Owner_________________________
•	Outside advisors:_____________________________________________
•	Key employees:

Competitors Marketing Strategy:
•	Pricing

•	Advertising themes:

•	Promotional campaigns and public relations efforts:

•	Significant changes (people, products, competition, money, regulations, etc.)

•	How this competitor competes with you:

Customers seek in competitors product or service:
Quality					Availability
Exclusivity					Credit Cards
Lower Prices				Credit Line
Product Line					Warranty
Product service				Guarantee
Reliability					Accessories
Delivery					Knowledgeability
Location					Polite help
Information					Problem Solving
Reputation					Market History

COMPETITIVENESS ACTION  PLAN

WE NEED TO IMPROVE OUR COMPETITIVENESS POSITION IN THESE AREAS:
1.

2.

3.

4.

5.

WE CAN BUILD OUR INTERNAL CORPORATE STRENGTHS IN THESE AREAS:
1.

2.

3.

4.

5.

WE CAN ATTACK OUR COMPETITION IN THEIR WEAK AREAS:
1.

2.

3.

4.  

5.

PRICING  GUIDELINES

Price Range: $___________  to $____________

1	Price floor:

•	mark on (gross margin) is_______% of retail price.
•	manufacturer’s suggested price is $____________.
•	fixed costs are $______________.
•	variable costs are $_______________ or _________% of sales.
•	breakeven is $_____________.

2	Special considerations for this product’s price are:  
____Service			____Environmental issues	____New Business
____Status			____Regulatory issues		____Value Added
____Quality			____Competition
____Loss Ldr.		____Market penetration costs
____Product Life		____Appearance
____Overhead		____Name recognition

3	Turnover rate is _____times per year.
4	Industry turn average is _____times per year.
5	Going rate is______________.
6	I estimate _________units will be sold-or customers served as_______
7	_______(# of units/customers) at $_________will cover my FIXED costs.
8	Top price possible is $______.(based on customer’s perception)

9	Wholesale prices are based on quantity:
    _______________________________________________________

    _______________________________________________________

10	Plan spending 3% of your gross sales per month for each month’s 
      advertising budget.  What was the gross sales for Jan.’00 ?______x .03 =
      advertising budget for January ‘01

;
“Shopping” and Sales Effectiveness

Rate 1 (poor) to 5 (excellent)		Rating		Comments

1	Appearance and presentation of
      sales person

1	Appearance and design of store

2	Employee’s characteristics:

A	Telephone manners
B	Courtesy
C	Helpfulness
D	Appearance
E	Product knowledge
F	Ability to handle complaints
G	Ability to handle objections
H	Ability to represent company
I	Enthusiasm for product
J	Interpersonal communications
K	Written report (promptness,
                         and accuracy.)
L	Self Initiative
M	Commitment

3	Availability of products

4	Convenience of location

5	Added services (delivery, etc)

6.  Other:

7	Sells:
•	many products and services to a few loyal customers ?   (or)
•	several products to a narrowly defined industry?    (or)
•	single products to a diverse client base?

8.  Potential conflicts between personal and business goals:

 

Sales Team Objectives

BY:____________________________________________Date:_________________
Product/Service:_______________________________________________________

  [My sales practice objectives     .this objective will               my time frame for reaching
     are:				         accomplish:		        this objective is:]

1

2

3

4

5

Promotions (the 4th P)

DO YOU:							                YES       NO

•	Know where your new business is coming from?	          ________    _______
•	Keep track of referrals and thank the sources?		          _______    _______
•	Track advertising and direct mail responses?		          _______    _______
•	Spend advertising dollars in proportion to product mix?	          ________  _______
•	Project a strong, consistent image in all materials,  
      signage, stationery, cards, etc?				         ________    _______
•	Have a professionally designed logo?			         ________    _______
•	Sell benefits to customers in all promotional materials?	         ________    _______
•	Know what has worked, what has not worked, and why?        ________    _______
•	Have a yearly advertising, P/R, and promotion plan?	          _______    _______
•	Involve your entire staff in the promotional process?	        ________    _______
•	Advertise to your staff as well as to your markets?	        ________    _______
•	Have strong relationships with media people and
      advertising professionals in your community?		       ________    _______
•	Assign one person to make sure your plan is implemented   ?________    _______
•	Have a professionally designed “facilities brochure”
       which explains who and what your business is?		       ________    _______
•	Follow up promotional efforts with one-on-one
       selling (if appropriate)?					       ________    _______
•	Analyze your probable competition in connection with the
      direct and indirect sales promotional methods you use?	       ________    _______
•	Have a news clippings file for use?			       ________    _______
•	Have field personnel who feed back new potentials ?	       _______    _______
•	Research trade shows thoroughly before attending?	       ________    _______
•	Regularly review CBD  for gov’t bid sales?		       ________    _______
•	Conduct regular teambuilding with staff to ensure
       continuity of effort in marketing and sales?		       ________    _______

Is your image:  (circle)
•	Formal       or     Informal      or     Down-Home
•	with a Community focus      or  regional focus     or        national focus
•	Aggressive      or   Relaxed     or     Laid-back      or  Sophisticated
•	New     or     Me-too.
•	Specialized     or  General in outlook
•	Innovative     or   Doing Business Better
•	
(Is the description the way you want to be perceived?)

THE Marketing Action Plan

By:____________________________________      DATE______
Objective:

Action Steps:			     Target Date                    Person Responsible     Results

Bryan Stading
Facilitator
Riverbend Center for Entrepreneurial Facilitation
bstading@hickorytech.net
507-386-7285