Sales and Marketing Plan

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					Sales and Marketing Plan
This document provides a template marketing plan for a fictitious pie-making company.
This sample plan provides financial projections, a marketing strategy overview, a
description of the plan's execution, a budget, and a timeline for the sample company.
This template form serves as an example for a company seeking to develop a marketing
plan backed with both financial information and an operational strategy. This form can
be modified to fit the unique needs of any company seeking to establish a marketing
plan and strategy.
Sales and Marketing
Marketing Plan




                      20__
Table of Contents
  Executive Summary .....................................................................................................................3
  Goals/Objectives .........................................................................................................................3
  Market Potential/Target Demographic .......................................................................................3
  Financial Projection/Pricing.........................................................................................................4
  Marketing Strategy Overview .....................................................................................................7
  Description of Execution .............................................................................................................7
  Budget .........................................................................................................................................8
  Timeline.....................................................................................................................................10




© 2010 by Docstoc®, Inc.                                                                                                          3
Executive Summary

Company Overview
[insert details of Company ’s founding, history, and development]

Goals/Objectives
Our mission here is to further expand our consumer base by developing mechanism that allows
individuals to place their orders via the World Wide Web. This is a practical marketing solution
that allows consumers who enjoy our products to access our inventory and order our products
online.

Market Potential/Target Demographic
Preliminary research revealed that there is a significant interest in this concept. Because all
orders will be shipped to consumers, the location of Company facilities has no significance in
this plan. The available consumer base consists of a wide range of national and international
end-users, including wedding and party planners, catering agencies, restaurants, schools,
sidewalk cafés, large institutions, as well as individual homes. Our research is based on
information collected by canvassing existing customers and from conducting consumer polls.
Research was also conducted on the following topics:
   Staffing requirements
   Equipment requirements
   Materials and supplies
   Packaging requirements
   Costs associated with packaging and shipping the products
   The best methods for shipping perishable products




                                                                                      4|P a g e
Financial Projection/Pricing
The following is a projection of sales achieved through online sales only. Revenue generated
from existing sources is not calculated in these projections. That information will be made
available upon request.




                           Projected Annual Revenue for Online-Sales—2009
   Inventory Type           Projected Number      Charge Per Item       Projected Revenue
 Pies                              775                     $15.00               $11,625.00
 Cakes                             675                     $19.50               $13,162.50
 Pastries (per dozen)              400                     $10.00                $4,000.00
 Special Orders                    125                     $20.00                $2,500.00
 Projected Totals                 1975                                          $27,291.50

                           Projected Annual Revenue for Online Sales—2010
   Inventory Type           Projected Number       Charge Per Item      Projected Revenue
 Pies                              650                     $15.75               $10,237.50
 Cakes                             725                     $20.25               $14,681.25
 Pastries (per dozen)              325                     $12.50                $4,062.50
 Special Orders                    200                     $21.75                $4,350.00
 Projected Totals                 1900                                          $33,331.25

                           Projected Annual Revenue for Online Sales—2011
   Inventory Type          Projected Number       Charge Per Item       Projected Revenue
 Cakes                             675                    $16.00                $10,800.00
 Pies                              700                    $21.00                $14,700.00
 Pastries (per dozen)              475                    $12.75                 $6,056.25
 Special Orders                    325                    $22.00                 $7,150.00
 Projected Totals                 2175                                          $38,706.25



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                           FINANCIAL PROJECTION WORKSHEET
                                                                 B e gi n n i n g             P r oj e c t e d
                                                           as of mm/dd/yyyy             as of mm/dd/yyyy
Assets
Current Assets
 Cash in bank                                          $                            $
 Accounts receivable
 Inventory
 Prepaid expenses
 Other current assets
Total Current Assets                                   $                            $


Fixed Assets
 Machinery and equipment                               $                            $
 Furniture and fixtures
 Leasehold improvements
 Land and buildings
 Other fixed assets
 (LESS accumulated depreciation on all fixed assets)
Total Fixed Assets (net of depreciation)               $                            $


Other Assets
 Intangibles                                           $                            $
 Deposits
 Goodwill
 Other
Total Other Assets                                     $                            $

TOTAL ASSETS




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                 FINANCIAL PROJECTION WORKSHEET—CONTINUED


                                                      B e gi n n i n g             P r oj e c t e d
                                                as of mm/dd/yyyy             as of mm/dd/yyyy
Liabilities and Equity
Current Liabilities
 Accounts payable                           $                            $
 Interest payable
 Taxes payable
 Notes, short-term (due within 12 months)
 Current part, long-term debt
 Other current liabilities
Total Current Liabilities                   $                            $
Long-term Debt
 Bank loans payable                         $                            $
 Notes payable to stockholders
 LESS: Short-term portion
 Other long-term debt
Total Long-term Debt                        $                            $

TOTAL LIABILITIES


Owner’s Equity
 Invested capital                           $                            $
 Retained earnings—beginning
 Retained earnings—current
Total Owner’s Equity

TOTAL LIABILITIES & EQUITY




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Marketing Strategy Overview
The marketing strategy places a particular emphasis on developing the Company’s online
presence. The research conducted will help to breakout and define the various advertising
possibilities. The strategy will include research to identify quantifiable customer relations
requirements that, in turn, will drive workforce requirements. The overview will be particularly
useful when the production workflow pattern is configured and the manner in which online
orders will be managed is determined. The production schematic will be implemented as the
process for responding to the online orders. Efforts will also be invested in researching the
various shipping methods and alternatives. In addition to the stratagem described previously,
there are additional activities, which are outlined below and in the timeline that follows.
    Identifying existing products that are the most popular
    Decide what makes for fair and competitive pricing
    Completely identify the uniqueness of the concept (strengths & weaknesses)
    Product awareness
    The process for presenting the concept and the product line
    The most advantageous method for promoting sales

Description of Execution
The timeline that follows gives a detailed outline of the tasks and activities required to execute
this venture and have all mechanisms in place and functional by the go-live date of ________
__, _______. The following is a summary of the some of the activities that will need to be
fulfilled in order to move forward with developing the website and establishing an advertising
campaign:
Developing the web site
Research into the logo design has already been undertaken. The current inventory listing will
be used for the online inventory as well. The online pricing configuration will be very similar to
existing pricing. Additional cost factors will be applied for shipping and handling. Considerable
efforts will be invested in developing the ordering page. This is an important component to the
online system. It must be developed so that it is user-friendly and uncomplicated. Processes
must be established to respond to consumer inquiries, for problem solving, and for up selling
purposes (help desk).

Advertising
    Targeted e-mail blast with introductory brochure




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    Strategically placing flyers on community, college, and school bulletin boards that are
     online
    Generating an introductory mailing to businesses, restaurants, and entrepreneurs with
     promotional offers
    Partnering by using web links from other sites

Budget
Start-up Overview Table

  Startup Expenses
  Facilities (rent, lights, heat, etc.)                                           $750.00
  Telephone/Fax                                                                       75.00
  Computers                                                                      2,000.00
  Website Development                                                                550.00
  Fax machine                                                                        150.00
  Staffing                                                                           300.00
  Office Supplies (toner, paper, pens, etc.)                                         500.00
  Internet (Broadband)                                                                75.00
  Total Startup Expenses                                                        $4,400.00

  Cash on Hand
  Cash on Hand                                                                   $1400.00
  Total Cash on Hand                                                             $1400.00

  Startup Equity Injection/Funding
  Owner’s Equity                                                                 $1500.00
  Total Injection/Funding                                                        $1500.00

  Liabilities
  Current Liabilities
  Accounts Payable                                                                $725.00
  Current Notes Payable                                                         $2,045.00
  Long Term Liabilities                                                         $1,000.00
  Total Liabilities                                                             $3,770.00

  Startup Loss, if Any                                                            $750.00
  Total Initial Capital                                                          $1425.00



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                                            Budget
MONTH                  YEAR           From (dates):    to:            By:

                     INCOME                                   EXPENSES
                                            Week 1
            Description               Amount          Description               Amount




                              Total                                    Total
                                             Week 2




                              Total                                    Total
                                             Week 3




                              Total                                    Total
                                             Week 4




                              Total                                    Total
Income Total                      Expense Total              Ending Balance




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Timeline
This breakout of activities is an estimation based on past experience with the understanding that
some of the activities can and will overlap into the next sequential time frame. This timeline
serves as an excellent tool for checking the progress of any designated task on the bulleted list.
If necessary, separate worksheets will be developed to address each activity in more detail.

 5/ 1 / 0 9 — 6/ 30/ 09       7/1/09—9/1/09           9/1/09—12/1/09          January 1, 2010

     Preliminary            Secure the Facility     Facility & Website             Go-live
      Research                                     Design and Test Plan




           Designated Task/Activity

 Develop operating         Secure funding                                  Website publication
  budget                                                                      date

 Develop marketing         Investigate            Test website            Review processes &
  strategy                   alternative housing     functionality            modify where
                             concepts                                         necessary

 Research advertising      Review contractual     Test equipment and      Evaluate process
  methods & processes        agreements              processes                flow

 Identify all necessary    Configure              Develop start-up        Brainstorm
  equipment &                production workflow     checklist                workflow
  materials                  pattern                                          modifications

 Identify operational      Verify occupancy       Determine test-run      Obtain functionality
  training requirements      date                    date                     feedback

 Define all workforce      Recruit workforce      Verify test run date    Poll workforce
  requirements                                       with all involved
                                                     parties




© 2010 by Docstoc®, Inc.                                                               12

				
DOCUMENT INFO
Description: This document provides a template marketing plan for a fictitious pie-making company. This sample plan provides financial projections, a marketing strategy overview, a description of the plan's execution, a budget, and a timeline for the sample company. This template form serves as an example for a company seeking to develop a marketing plan backed with both financial information and an operational strategy. This form can be modified to fit the unique needs of any company seeking to establish a marketing plan and strategy.
This document is also part of a package Top Marketing and Branding Tools 9 Documents Included