Accounting Firm Marketing Plan - PDF by PaloAltoSoftware

VIEWS: 245 PAGES: 49

More Info
									        Copyright © Palo Alto Software, Inc., 1995-2010




Purchase includes 20% discount on marketing planning software.
           See coupon at end of document for details.
                                                  Table of Contents

1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       1
       2.1   Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        1
       2.2   The Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      2
             2.2.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                 3
             2.2.2 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             3
             2.2.3 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             4
             2.2.4 Macroenvironment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                5
       2.3   The Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         5
             2.3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         5
             2.3.2 Service Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            6
             2.3.3 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         6
             2.3.4 SWOT Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                7
                   2.3.4.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             7
                   2.3.4.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                7
                   2.3.4.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               7
                   2.3.4.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           8
             2.3.5 Historical Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            8
       2.4   Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       9
             2.4.1 Direct Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              9
             2.4.2 Indirect Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              11

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         11
       3.1  Value Proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        12
       3.2  Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      12
       3.3  Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         12
       3.4  Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           12
       3.5  Target Market Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             13
       3.6  Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      13
            3.6.1 Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           13
       3.7  Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          14

4.0   Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      16
       4.1  Product Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          16
       4.2  Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .    16
       4.3  Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      17
            4.3.1 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          17
            4.3.2 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             18
            4.3.3 Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             18
       4.4  Web Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       19
            4.4.1 Website Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              19
            4.4.2 Website Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                   19
            4.4.3 Development Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                     19
       4.5  Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .    20
       4.6  Implementation Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              20
       4.7  Sales Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .     21
            4.7.1 Sales Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             21
            4.7.2 Sales Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            21

5.0   Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   22
       5.1   Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         23
       5.2   Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      24
             5.2.1 Sales by Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            25
             5.2.2 Sales by Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              26
             5.2.3 Sales by Specialization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               27
       5.3   Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        28
                                                    Table of Contents
                  5.3.1 Expense by Partner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            29
                  5.3.2 Expense by Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              30
                  5.3.3 Expense by Specialization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               31
         5.4      Linking Expenses to Strategy and Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                32
         5.5      Contribution Margin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       32

6.0    Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   34
        6.1  Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           34
        6.2  Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          35
        6.3  Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            35
        6.4  Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             36
        6.5  CRM Plans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        36

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .    37
                                       Franklin & Moore

1.0 Executive Summary

      Franklin & Moore LLC is an accounting firm offering traditional accounting services and
      business consulting. The firm's reputation is impeccable and is known throughout the San
      Clemente, California area as one of the top three accounting firms. Franklin & Moore LLC
      serves the accounting and financial needs of businesses and individuals to enable them to
      realize their financial goals.

      Our target markets include the following.

          • Businesses of more that 50 employees and/or $5 million in annual sales, particularly
            those in the medical/health, dental and lodging industries.
          • Growth oriented businesses that will benefit from our areas of pension and retirement
            planning specialization.
          • Individuals with a net worth of greater than $1.2 million.

      Diversifying our revenue streams and leveraging our core strengths will optimize our position
      for the future. We will also implement marketing tactics to better leverage the firm's total
      capacity throughout the year, versus a heavy concentration.



2.0 Situation Analysis

      Franklin & Moore LLC offers expertise in all areas of accounting, bookkeeping, and financial-
      based planning. The firm has a solid and loyal customer base in a market that has experienced
      constant but slowing growth in recent years. We have increasing competition from a variety of
      sources. The firm is highly dependant on revenues from tax planning and preparation for
      businesses and individuals. These areas account for more than 75% of total revenues. This
      presents a long-term threat to the firm due to competition and changes in our market. We
      must diversify our revenue base to realize ongoing growth and stability in a changing industry.



2.1 Market Needs

      Franklin & Moore LLC provides tangible and intangible value. Our objective is to minimize the
      tax exposure of our clients and adhere to all state and federal tax laws. The bigger picture
      means that we are providing peace of mind for our clients - they are legally using their
      financial resources in the most productive manner possible. We work to make the complex
      understandable. We act in an advisory role to our clients that will enable them to better
      influence and optimize their personal and/or corporate wealth. We desire to make them more
      money and give them a better night's sleep.




                                                                                               Page 1
                                        Franklin & Moore

2.2 The Market

      Franklin & Moore LLC is a full-service accounting firm, serving the personal and business needs
      for the community of San Clemente, California and beyond. Our most important clients are
      mid to large-size organizations that rely on our services for their accounting needs. Tax
      preparation and planning is just the beginning as we strive to become an integral part of their
      financial management and planning process. Our best clients value their time and resources,
      and seek to minimize their tax obligations. They do not like negative surprises. They realize
      and appreciate the value in the services we offer, along with the lost opportunity costs of not
      benefiting from our 
								
To top