[Insert your business logo]
[Enter your business
name]
Marketing plan
Date: Select a date
Contents
The business..........................................................................................................................................4
Plan summary....................................................................................................................................4
Our vision..........................................................................................................................................5
Our mission........................................................................................................................................5
Products and services........................................................................................................................5
Expected demand..............................................................................................................................5
SWOT analysis...................................................................................................................................6
The market............................................................................................................................................7
Market research................................................................................................................................7
The problem......................................................................................................................................7
Our solution.......................................................................................................................................7
Our target market..............................................................................................................................8
Sales targets......................................................................................................................................8
The competition................................................................................................................................9
Goals and actions................................................................................................................................10
Goals for next year..........................................................................................................................10
Goals for the next 3 years................................................................................................................10
Marketing strategy..............................................................................................................................11
Product or service............................................................................................................................11
Price.................................................................................................................................................11
Place – our sales and distribution channels.....................................................................................11
People – customer management.....................................................................................................12
People – sales and marketing staff..................................................................................................12
Promotion and advertising..............................................................................................................13
Marketing review............................................................................................................................13
The finances........................................................................................................................................14
Expected sales.................................................................................................................................14
Marketing budget............................................................................................................................15
Supporting document checklist...........................................................................................................16
The business
Plan summary
[Complete this section last so you can summarise your information from the rest of the plan.]
What our business does
The products or services
we sell.
Our target market
Our unique selling
point
Our business goals
Our vision
[Consider what you want your business to accomplish in the long term. What are your ultimate
goals? Be passionate, powerful and inspiring.]
Our hopes, dreams and where we aim to go.
[Example: To be the go-to supplier of high quality, sustainable coffee in Australia and reduce
environmental impacts through promoting sustainable shopping practices.]
Our mission
[Consider the purpose of your business and define what it does for your customers. What do you do,
how do you do it and why do you do it?]
Who we are and why we exist.
[Example: We supply high quality, sustainably produced coffee for all coffee lovers to enjoy while
minimising their environmental impact.]
Products and services
What we’re selling.
Expected demand
How much of our product/service we expect customers will want to buy over the next year.
SWOT analysis
Our business strengths, weaknesses, opportunities and threats.
Strengths [Example: Premises are in a high traffic area with good visibility.]
What’s good
about our
business.
Weaknesses [Example: No business website and high rental costs.]
What’s not so
good about our
business.
Opportunities [Example: The market is growing rapidly.]
External factors
we could take
advantage of.
Threats [Example: A new competitor could target the same market.]
External factors
that could cause
problems for us.
How we’ll address each weakness and threat
[Example: We’ll investigate alternative lower cost premises with good visibility.]
The Market
Market research
[Attach a copy of your research and findings to this plan. Visit our How to research your market page
for more information. Market research can help you to get an understanding of problems customers
face and opportunities in the market.]
Research we’ve done to analyse the market.
[Example: We sent a questionnaire to 30 retail coffee shops, suppliers and other potential
customers to assess demand, gaps and issues in the market. We found that the large number of
coffee brands and blends is generally confusing for customers.]
The problem
[What issues do your potential customers face in the current market? Is there a lack of your service
type in a particular suburb? Is the product supplied by other businesses expensive?]
The market problem/s that we aim to solve for customers.
[Example: There’s an overwhelming choice of coffee blends in the market. It’s hard for customers
to know what they’re buying.]
Our solution
How our business solves the problem – our unique selling point. This is how we’ll succeed in the
market.
[Example: Intrinsic Coffee sells a small range of high-quality coffee. We don’t use fancy names for
our blends, so people know what they’re buying.]
Our target market
[Not everyone will want your product or service, so make sure you research the market and have a
clear picture of who you’re targeting. This helps focus your marketing efforts and improve your
chances of success. Describe your targeted customers for example by gender, age, income, location
or education.]
The group of customers that we aim to sell our products or services to.
[Example: Our products are targeted at adults over 30 with a medium to high disposable income.]
Sales targets
How much we plan to sell over the next year.
[Example: We plan to sell 500 of our base product per month over the next year.]
The Competition
The top 3 businesses we’re competing against, what they do well and not so well. What we’ll do differently to succeed in the market.
Competitor name [Example: Sludge International
Coffee.]
Strengths [Example: Low product prices.]
Weaknesses [Example: Low quality product,
unsustainable production.]
What we’ll do differently [Example: We only sell high quality,
sustainably produced beans.]
8
Goals and actions
[Try to make your goals SMART: specific, measurable, achievable, relevant and time-bound. For example, increase online coffee sales by 10% over the next
12 months.]
Goals for next year
[Enter a goal] [Enter a goal] [Enter a goal]
Actions to achieve goal [Action] [Action] [Action]
[Action] [Action] [Action]
[Action] [Action] [Action]
Due date Select date Select date Select date
Who’s responsible
Goals for the next 3 years
[Enter a goal] [Enter a goal] [Enter a goal]
Actions to achieve goal [Action] [Action] [Action]
[Action] [Action] [Action]
[Action] [Action] [Action]
Due date Select date Select date Select date
Who’s responsible
9
Marketing strategy
[Read our marketing page to learn about the 5 ‘P’s’ of marketing – the product, price, place, people
and promotion.]
Product or service
Where our products/services fit in the market. What makes them different from our competitors’
products/services.
Product/service Description Unique selling point
[Example: EcoBeans] [Example: EcoBeans are [Example: These beans are sourced from a
our environmentally sustainable supplier and packaged in eco-
friendly coffee beans for friendly materials. They enable our
our environment customers to have a positive impact on the
conscious customers.] environment.]
Price
[Explain your pricing strategy and why you chose it. Does the price cover all costs such as staff,
production and operations? Have you added a profit margin? What price will your target market
bear? Do your prices account for any seasonal variations in costs?]
How we set the prices for our products/services.
[Example: Our coffee beans are sold at cost of production and distribution plus a mark-up of 50%.
This ensures we remain competitive and make a profit.]
Place – our sales and distribution channels
[How will you deliver your product or service to customers? Think about your target audience when
you decide on distribution channels.]
Channel Used for Details
Select a channel [list product/service] [Example: Beans Online, 20% of sales]
Select a channel
Select a channel
10
People – customer management
[How will you maintain good relationships with your customers and keep them coming back? Will
you have customer service standards? Check our Customers topic for more information.]
[Example: We’ll offer discounts to regular customers. We’ll let customers know about special offers
and new products/services through an opt-in newsletter.]
People – sales and marketing staff
[List your existing or required sales and marketing staff.]
Role Name Responsibilities
If role is filled.
[Example: Sales [Example: Develop marketing plan,
manager.] monitor sales and setting sales
targets.]
11
Promotion and advertising
[Choose channels that suit your target market. For example, social media use varies across different age groups. Learn about choosing the best channels to
communicate with your customers.]
The channels we’ll use to promote and advertise to our target customers.
Activity Channel Details Estimated cost Target date
[Example: Pre- Select a channel [Example: We’ll use regular Facebook posts to promote the product with $ Select date
launch promotion.] discounts for our first 20 customers.]
Select a channel $ Select date
Select a channel $ Select date
Select a channel $ Select date
Marketing review
[Describe how you’ll regularly review the impact of your planned marketing activities. What were the results for the promotional period? What were your
sales figures? How many new/repeat customers did you receive? How many visitors to your website?]
Marketing activity Date of review How we’ll measure the impact Results
[Example: Pre-launch Select date [Examples: social media hits, [Examples: new customers, increased demand, increased profit]
promotion.] number of online orders]
Select date
Select date
12
Select date
13
The Finances
[Use your financial statements and forecasts to complete this section. For help with start-up costing,
balance sheet, profit/loss and cash flow check our financial templates.]
Expected sales
FOur expected sales for the next year.
[Example: Our expected sales for the 20XX-20XX financial year are $XXXX.]
Marketing budget
[You can base your budget on the example below, use your own budget or ask your accountant for help. Figures include GST.]
15
Supporting document checklist
Attached documents (where relevant):
Balance sheet forecast (including assumptions)
Cash flow statement forecast (including any assumptions)
Market research
Profit and loss forecast sheets (including any assumptions)
Staff resume/s
