MARKETING PLAN WORKSHEET
This is the marketing plan of _____________________________________
I. MARKET ANALYSIS A. Target Market - Who are the current customers? 1. We currently sell primarily to: a. Size of business _________ b. Industry types ________ c. Retailers ________ d. Government _______ e. Other ________ B. Who is the ideal customer type/profile? 2. We would like to be selling primarily to: a. Size of business __________ b. Industry ___________ c. Geographic market. Which areas? ______________ d. Sales? We will target sales of _____________ e. Product line/services. We will target specific lines______________ f. Other? ___________________ 3. How much will our selected market spend on our type of product or service this coming year? _____________________________________________________________________________
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B. Competition 1. Who are our competitors? a. Name ___________________________________________ Address _________________________________________ Years in Business ___________________ Market Share ___________________ Price/Strategy ___________________ Product/Service ___________________ Features ___________________ b. Name ________________________________________ Address ______________________________________ Years in Business ____________________ Market Share ____________________ Price/Strategy ____________________ Product/Service ___________________ Features ___________________ 2. How competitive is the market? High ____________________ Medium __________________ Low ____________________ 3. The competition offers the following services: a. ______________________________________________ b. ______________________________________________ c. ______________________________________________
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C. Environment 1. The following are some important economic factors that will affect our product or service (such as country growth, industry health, economic trends, taxes, rising energy prices, etc.): ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2. The following are some important legal factors that will affect our market: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3. The following are some important government factors: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4. The following are other environmental factors that will affect our market, but over which we have no control: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ II. POSITIONING STRATEGY A. Positioning our Business 1. List what types of customers (characteristics of customers) we want to serve: a. ____________________________________________ b. ____________________________________________ c. ____________________________________________
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2. List what problems we solve for our customers: a. ____________________________________________ b. ____________________________________________ c. ____________________________________________ 3. List the benefits we offer to our customers: a. ____________________________________________ b. ____________________________________________ c. ____________________________________________ 4. These are the results we produce for our customers: a. ____________________________________________ b. ____________________________________________ c. ____________________________________________ 5. These are the attributes that make our business different from the competition: a. ____________________________________________ b. ____________________________________________ c. ____________________________________________ 6. List below your strengths and weaknesses compared to your competition (consider such areas as location, size of resources, reputation, services, personnel, etc.): Strengths Weaknesses
1.________________________ 1._______________________ 2. ________________________ 2._______________________ 3. ________________________ 3._______________________ 4. ________________________ 4. _______________________ 5._________________________5.________________________
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III. MARKETING STRATEGIES - MARKET MIX A. Image 1. First, what kind of image do we want to have (such as cheap but good, or exclusiveness, or customer-oriented or highest quality, or convenience, or speed, or...)? ________________________________________________________________ B. Features 1. List the features we will emphasize: a. ______________________________________________________ b. ______________________________________________________ c. ______________________________________________________ 2. These are the things we wish to say about the business: ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ C. Pricing 1. We will be using the following pricing strategy: a. Markup on cost ____ What % Markup? ______ b. Suggested price ____ c. Competitive ____ d. Below competition ____ e. Premium price ____ f. Other ____ 2. Are our prices in line with our image? YES ___ NO ___ 3. Do our prices cover costs and leave a margin of profit? YES ___ NO ___
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D. Publicity (non-paid advertising) 1. We will use the following publicity methods: a. Write articles/items for trade publications ______ b. Write articles/items for local daily paper, business weekly_______ c. Newsletters: our own or contributing to others_______ d. Press release ________ e. Special event ________ f. Speaking engagement ________
E. Advertising/Promotion 2. We will use the following advertising/promotion sources: a. b. c. d. e. f. g. h. i. j. Direct mail ________ Web site banner ads ________ Newspaper ________ Radio ________ TV _______ Magazines and supplements ________ Yellow Pages ________ Coupons ________ Free standing inserts/flyers ________ Other ________
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