Marketing Topics
Special Marketing Reports
Marketing Toolkit
Additional Web Resources
Marketing Plan Template
Executive Summary
Write a high-level summary of your marketing plan (tip: write once at the beginning of process and revise at the end)
Market Place Analysis
Identify your position in the market.
Company Analysis
- Goals
- Strengths
- Weaknesses
- Current Market share
Customer Analysis
- Description
- Customer Base (size)
- Purchase Preferences
- Value Definition
Competitor Analysis
- Description
- Market Share
- Strengths
- Weaknesses
- Value Proposition
- Pricing
Partner Opportunities
- Distribution Channels
- Wholesale Channels
- Partnerships (VARs)
SWOT Analysis
- Strengths - Your strengths
- Weaknesses - Your Weaknesses
- Opportunities - Market opportunities
- Threats - Market threats
PEST Analysis
- Political factors
- Economic factors
- Social factors
- Technological factors
A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.
- Segment Description
- Gender
- Price
- Interests
- Support Needs
Product/Service
- Brand Decisions
- Product Scope
- Cost Factors
Price
- Price
- Discounts
- Bundling
- Payment Terms and Financing Options
Distribution (Place)
- Distribution channels
- Channel Motivation
- Distributor Evaluation
- Locations
- Logistics
Promotion
- Marketing Channels
- Media Options
- Public Relations
- Promotional programs
- Budget
- Projections
Forecasts and Projections
Build a spreadsheet(s) including the following:
- Sales or Acquisition curve (60 month)
- Conversion rates of selected marketing efforts
- Costs of marketing efforts
- Costs of sales
- Revenue
- Break even
- Net figures
Summary
Conclude plan findings and commit to a marketing approach.
