Marketing Plan Outline

I.   Executive Summary

A high-level summary of the marketing plan.

II.   The Challenge

Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.

III.   Situation Analysis

Company Analysis

• Goals
• Focus
• Culture
• Strengths
• Weaknesses
• Market share

Customer Analysis

• Number
• Type
• Value drivers
• Decision process
• Concentration of customer base for particular products

Competitor Analysis

• Market position
• Strengths
• Weaknesses
• Market shares

Collaborators

• Subsidiaries, joint ventures, and distributors, etc.

Climate

Macro-environmental PEST analysis :

• Political and legal environment
• Economic environment
• Social and cultural environment
• Technological environment

SWOT Analysis

A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:

• The firm’s internal attributes can be classed as strengths and weaknesses.
• The external environment presents opportunities and threats.

IV.   Market Segmentation

Present a description of the market segmentation as follows:

Segment 1

• Description
• Percent of sales
• What they want
• How they use product
• Support requirements
• How to reach them
• Price sensitivity

Segment 2
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V.   Alternative Marketing Strategies

List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.

VI.   Selected Marketing Strategy

Discuss why the strategy was selected, then the marketing mix decisions (4 P’s) of product, price, place (distribution), and promotion.

Product

The product decisions should consider the product’s advantages and how they will be leveraged. Product decisions should include:

• Brand name
• Quality
• Scope of product line
• Warranty
• Packaging

Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

• List price
• Discounts
• Bundling
• Payment terms and financing options
• Leasing options

Distribution (Place)

Decision variables include:

• Distribution channels, such as direct, retail, distributors & intermediates
• Motivating the channel – for example, distributor margins
• Criteria for evaluating distributors
• Locations
• Logistics, including transportation, warehousing, and order fulfilment

Promotion

• Advertising, including how much and which media.
• Public relations
• Promotional programs
• Budget; determine break-even point for any additional spending
• Projected results of the promotional programs

VII.   Short & Long-Term Projections

The selected strategy’s immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.

VIII.   Conclusion

Summarize all of the above.
Appendix

Exhibits

Calculations of market size, commissions, profit margins, break-even analyses, etc.

Recommended Reading

Bangs, Jr., David H. The Market Planning Guide: Creating a Plan to Successfully Market Your Business, Products, or Service

Title Page

Name of company, date, contact information, etc.

Table of Contents

Executive Summary

1. Business Concept
2. Company
3. Market Potential
4. Management Team
5. Distinct Competencies
6. Required Funding and its Use
7. Exit Strategy

Main Sections

I.  Company Description

• Mission Statement
• Summary of Activity to Date
• Current Stage of Development
• Competencies
• Product or Service
  • Description
  • Benefits to customer
  • Differences from current offerings
• Objectives
• Keys to Success
• Location and Facilities

II.  Industry Analysis

• Entry Barriers
• Supply and Distribution
• Technological Factors
• Seasonality
• Economic Influences
• Regulatory Issues

III.  Market Analysis

• Definition of Overall Market
• Market Size and Growth
• Market Trends
• Market Segments
• Targeted Segments
• Customer Characteristics
• Customer Needs
• Purchasing Decision Process
• Product Positioning

IV.  Competition

• Profiles of Primary Competitors
• Competitors’ Products/Services & Market Share
• Competitive Evaluation of Product
  • Distinct Competitive Advantage
  • Competitive Weaknesses
• Future Competitors

V.  Marketing and Sales

• Products Offered
• Pricing
• Distribution
• Promotion
  • Advertising and Publicity
  • Trade Shows
  • Partnerships
  • Discounts and Incentives
• Sales Force
• Sales Forecasts

VI.  Operations

• Product Development
  • Development Team
  • Development Costs
  • Development Risks
• Manufacturing (if applicable)
  • Production Processes
  • Production Equipment
  • Quality Assurance
  • Administration
• Key Suppliers
• Product / Service Delivery
• Customer Service and Support
• Human Resource Plan
• Facilities

VII.  Management and Organization

• Management Team
• Open Positions
• Board of Directors
• Key Personnel
• Organizational Chart

VIII.  Capitalization and Structure

• Legal Structure of Company
• Present Equity Positions
• Deal Structure
• Exit Strategy

IX.  Development and Milestones

Time may be specified on a relative scale rather than specific calendar dates. Milestones may include some or all of the following:

• Financing Commitments
• Product Development Milestones
  • Prototype
  • Testing
  • Launch
• Signing of Significant Contracts
• Achievment of Break-even Performance
• Expansion
• Additional Funding
• Any other significant milestones

X.  Risks and Contingencies

Some common risks include:

• Increased competition
• Loss of a key employee
• Suppliers’ failure to meet deadlines
• Regulatory changes
• Change in business conditions

XI.  Financial Projections

• Assumptions (Start date, commissions, tax rates, average inventory, sales forecasts, etc.)
• Financial Statements (Balance Sheet, Income Statement, Cash Flow Statement)
• Break Even Analysis
• Key Ratio Projections (quick ratio, current ratio, D/E, D/A, ROE, ROA, working capital)
• Financial Resources
• Financial Strategy

XII.  Summary and Conclusions
Appendices

May include:

• Management Resumes
• Competitive Analysis
• Sales Projections
• Any other supporting documents

Recommended Reading

Rhonda M. Abrams and Eugene Kleiner, The Successful Business Plan: Secrets and Strategies