Accounting Firm Marketing Plan by Megadox

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									[NAME OF COMPANY]

 MARKETING PLAN
          [date plan issued]




  Contact: [name], CEO [or President]
               [address]
        [phone no. & fax no.]
                [email]
               [web site]
-2-
                                           -3-


                              Confidentiality Agreement

The undersigned reader acknowledges that the information provided by [NAME OF
COMPANY] in this marketing plan is confidential. Therefore, the undersigned reader
agrees not to disclose any of such information without the express written permission
of [NAME OF COMPANY].


It is hereby acknowledged by the undersigned that the information to be furnished in
this marketing plan is in all respects confidential in nature (other than such information
which is already in the public domain through other means) and that any disclosure or
use of same by the undersigned may cause serious harm or damage to [NAME OF
COMPANY].


Upon request, this document is to be immediately returned to [NAME OF COMPANY].




Signature


Print Name


Date
                                                                                 -4-


                                                                 TABLE OF CONTENTS

Confidentiality Agreement ......................................................................................................................................3
I.     Executive Summary ...........................................................................................................................................5
II. Situation Analysis .............................................................................................................................................5
    2.1 Market Summary ........................................................................................................................................5
    2.2 Target Markets ............................................................................................................................................5
    2.3 Market Needs ..............................................................................................................................................6
    2.4 Market Trends .............................................................................................................................................6
    2.5 Market Forecast ...........................................................................................................................................6
    2.6 SWOT Analysis ...........................................................................................................................................6
    2.7 Competitors .................................................................................................................................................7
    2.8 Products & Services ....................................................................................................................................8
    2.9 Keys to Success ............................................................................................................................................8
    2.10 Critical Issues...............................................................................................................................................8
III. Marketing Strategy ............................................................................................................................................9
     3.1 Historical Marketing Strategy ...................................................................................................................9
     3.2 Marketing Objectives..................................................................................................................................9
     3.3 Positioning ...................................................................................................................................................9
     3.4 Overall Marketing Strategy .......................................................................................................................9
     3.5 Marketing Mix ........................................................................................................................................... 10
IV. Financials, Budgets & Forecasts .................................................................................................................... 10
    4.1 Break-even Analysis ................................................................................................................................. 10
    4.2 Sales Forecast ............................................................................................................................................. 11
    4.3 Expense Forecast ....................................................................................................................................... 11
    4.4 Contribution Margin ................................................................................................................................ 11
V. Controls ........................................................................................................................................................ 11
   5.1 Purpose of Plan ......................................................................................................................................... 11
   5.2 Implementation Milestones ..................................................................................................................... 11
   5.3 Marketing Organization .......................................................................................................................... 12
   5.4 Contingency Planning .............................................................................................................................. 12
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                                      I.      Executive Summary
[NAME OF COMPANY] (the “Firm”) is a [describe, e.g. “a corporation incorporated under the laws of the
State/Province of ___________” “a partnership consisting of ___ partners” etc] which has been offering
personal and business accounting services, tax preparation, business consulting, financial planning,
bookkeeping, and ____________________ services in the _________ area for the past ____ years. The
members of the Firm/principals of the Firm have a combined ____ years experience in the field.

The Firm plans to expand and diversify its product and service offerings by _________________________
[describe how this will be done, also outline why clients would choose your firm over the competition for these
products/services]

Our target markets include:

        •        businesses with $____________ or more in annual sales;
        •        individuals with a net worth of $________ or greater;
        •        [list any other target markets]

Diversifying our revenue streams and leveraging the core strengths of the Firm will position us well for
the future. We will also implement marketing strategies which better leverage the Firm’s total capacity
throughout the year, rather than just during peak periods such as tax time.

                                       II.     Situation Analysis
The Firm is a [full]-service accounting firm, with a wide range of business and individual clients in the
_________________ area. We offer expertise in all areas of accounting, bookkeeping, and financial, tax and
estate planning. The Firm has developed a loyal customer base in a market that has experienced slowing
growth and an erosion of consumer confidence in recent years, but we have faced growing competition
from a variety of sources, including an increase in the number of independent accountants and financial
advisors.

The Firm is highly dependent on revenue streams from tax planning and preparation for both businesses
and individuals. These areas currently account for approximately ___% of total revenues. This presents a
long-term threat to the Firm due to increased competition and changes in the market, such as the
accessibility of a wide range of tax and accounting software for the PC, which allow individuals and
small businesses to prepare their own tax returns and do their own bookkeeping and accounting in-
house. We must therefore diversify our revenue base to realize ongoing growth and stability.

2.1     Market Summary

The Firm currently has a client base of ____ small businesses, ____ mid-sized businesses and ____ larger
businesses, as well as _____ clients for whom we provide personal accounting, tax and business
consulting services. Our corporate / business clients rely on our services for their accounting,
bookkeeping, tax and financial planning needs. We have built solid relationships with our clients, who
realize and appreciate the value of the services we offer.

2.2     Target Markets

The Firm’s target market can be divided into 3 main segments:
        •        Large Businesses (___ or more employees). The Firm’s most profitable business clients are
                 those which have more than ___ employees, which value the full range of services we
                 offer to both the organization and the staff, such as tax and estate planning,
                                                       -6-


                 ___________________. These accounts not only generate the highest per-hour revenues
                 for the Firm, but also generate the most consistent revenues throughout the year. Target
                 clients in this segment are businesses which realize annual sales of $______________ or
                 more, operate more than one location, have a customer base which extends outside of
                 regional boundaries (i.e. national or international), and are publicly owned.

        •        Small to Mid-Sized Businesses (less than ____ employees). The Firm currently has a number
                 of accounts which fall into this category. From past experience, we find that these
                 represent some of our fastest growing clients. Our key target market in this category
                 would have annual sales between $_______-$_________, have a customer base which
                 encompasses the __________ area and surrounding region (i.e. local or
                 state/provincewide), and are privately owned. The Firm’s long-term strategy is to grow
                 with these clients as they expand and their needs for our services increase.

        •        Individuals. Individual accounts offer consistent revenue sources for the firm, by way of
                 tax planning and preparation (approximately ___% of our individual clients depend on
                 the Firm for this service), financial planning, portfolio management, estate planning,
                 asset protection, ________________. Our target clients in this segment are individuals
                 with a net worth of greater than $____________________.

2.3     Market Needs

Our clients want to minimize their tax exposure, while complying with all federal and state/provincial
tax laws. The Firm offers them peace of mind by ensuring that they use their financial resources in the
most productive manner possible, while paying the least amount of tax allowable under the law. Our
partners/principals provide financial, tax and business advice to our clients in order to enable them to
optimize their personal and/or corporate wealth, protect their assets and reduce their taxes.

2.4     Market Trends

[Market research is necessary to complete this section, to determine the trends affecting the market and thus the
profitability of the company, both positive and negative. In this case, you can discuss the increasing use of PC tax
and accounting software, any recent changes in tax laws, and similar factors]

2.5     Market Forecast

[Market research will be necessary to complete this section, to gather relevant information about factors which will
impact the growth of the industry generally and your client base and revenue streams specifically. Discuss topics
such as growth rates of your various client groups, proliferation of individual practitioners (accountants and
financial planners), regulatory changes / restrictions, etc]

2.6     SWOT Analysis

The following SWOT analysis sets out the key strengths and weaknesses within the Firm, and describes
the opportunities and threats facing the Firm.

(a)     Strengths

        •        A team of professionals who have established excellent reputations and client
                 relationships;

        •        State-of-the-art computer hardware and software which enhances the Firm’s capabilities
                 and productivity and will allow us to expand our ability to provide services;
                                                      -7-


        •         High client retention and word-of-mouth referrals;

        •         [set out any other strengths the Firm has]

(b)     Weaknesses

        •         Overdependence on tax preparation services, resulting in a lack of diversification in the
                  Firm’s revenue sources;

        •         Inability to generate sufficient bil
								
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