Business Insurance Marketing Plan by PaloAltoSoftware

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                                Table Of Contents


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

2.0   Situation Analysis . . . . . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
         2.1    Market Summary . . . . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.1 Market Demographics                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.2 Market Needs . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.3 Market Trends . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.1.4 Market Growth . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.2    SWOT Analysis . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.1 Strengths . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.2 Weaknesses . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.3 Opportunities . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.4 Threats . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.3    Competition . . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.4    Products Offered . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.5    Keys to Success . . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . .                  .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.6    Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0   Financials . . . . . . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.1    Break-even Analysis    .   .   .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 10
         4.2    Sales Forecast . . .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12
         4.3    Expense Forecast .     .   .   .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13

5.0   Controls    . . . . . . . . . . . .      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         5.1     Implementation . . . .        .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.2     Marketing Organization .      .    .    .    .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.3     Contingency Planning .        .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 15
                                    Ideal Business Support


1.0 Executive Summary

  Ideal Business Support is a full service support agency for the insurance industry. Ideal offers a
  wide range of support services tailored for insurance agents. Ideal will specialize on a few offerings,
  but can do almost anything. While the support service market is competitive, most companies are
  generalists. Ideal will stand out by concentrating on the insurance niche.

  Ideal Business Support's mission is to provide the customer with the finest business support
  services. We exist to attract and maintain customers. When we adhere to this maxim, everything
  else will fall into place. Our services will exceed the expectations of our customers.

  Ideal has two strong competitive advantages. The first is insurance industry knowledge. Sarah
  Helpinghand, the owner, spent five years previous to Ideal working as an insurance agent. This
  experience is priceless. This experience will allow Sarah to better serve her customers by
  leveraging Sarah's insight into customer needs and preferences. Additionally, the value of
  networking based on Sarah's previous insurance relationships will give Ideal a large leg up on the
  competition. By having already established relationships with many people within the industry,
  Sarah will be able to leverage these professional connections.

  Lastly, Sarah will be designing an intensive training program to share her intellectual capital
  regarding the insurance industry with the rest of her company. All employees will go through this
  training.

  Ideal is projected to reach profitability by month 11 and will have profits of $44,000 by year three.




                                  Annual Sales Forecast


  $300,000


  $250,000


  $200,000

                                                                                Exclusive agents
  $150,000
                                                                                Insurance brokers
  $100,000


   $50,000


       $0
                   2003              2004             2005




                                                                                                    Page 1
                                          Ideal Business Support


2.0 Situation Analysis

   Ideal has entered its first year of business. Marketing will be a key component for achieving
   sustainable profitability. Ideal offers specialized support services, concentrating on the insurance
   business niche. The basic market need is for support services where the service provider is quite
   familiar with the specific sector that it is servicing. Ideal will meet this need by having insurance
   industry experience to support its service offerings.



2.1 Market Summary

   Ideal has gained good information about the market and is aware of the common attributes of the
   most prized and loyal customers. This information will be leveraged to better understand who is
   served, their specific needs, and how Ideal can better communicate with them.

   The profile for Ideal's customers consists of the following geographic, demographic, and behavior
   factors.




                                               Target Markets




                                                                                  Exclusive agents
                                                                                  Insurance brokers




      Table 2.1: Target Market Forecast

       Target Market Forecast
       Potential Customers            Growth      2003     2004     2005        2006       2007       CAGR
       Exclusive agents                   7%        78       83       89          95        102       6.94%
       Insurance brokers                  8%       123      133      144         156        168       8.11%
       Total                           7.66%       201      216      233         251        270       7.66%




                                                                                                      Page 2
                                    Ideal Business Support


2.1.1 Market Demographics

  Ideal has gained good information about the market and is aware of the common attribute
								
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