Marketing Plan
Your Model Marketing Plan
Author:
Date Prepared:
Marketing Plan Summary
Summarise the contents of this plan in 1 or 2 paragraphs so any reader of your plan can get the gist
of the document. n.b. Do this AFTER you’ve written the rest of the document!
Company Overview
Start by provide a brief company overview. E.g.
www.newbusinessnextsteps.com
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Marketing Plan
Unique Selling Position
What makes you stand out from your competition?
Value to the customer
Think through the things you want the customer to value about your products, services, what you
offer or do, etc.
www.newbusinessnextsteps.com
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Marketing Plan
Summary of Goals & Objectives
Where the business needs to go, helped by this marketing plan.
The Market
SWOT Analysis
Helpful to achieving your objective
Strengths
Obstacles to achieving your objectives
Weaknesses
Opportunities
Threats
Internal
origin
External
origin
www.newbusinessnextsteps.com
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Marketing Plan
Competitor Overview
Competitors:
● Specify the top 5 - 10.
● Take time to research three key aspects of the business.
Competitor
Value proposition
Strengths
Weaknesses
Marketing Overview Up to Present
Specify the staff currently working on marketing and sales or those you intend to use if this is your
first plan.
Current Sales & Marketing Personnel:
www.newbusinessnextsteps.com
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Marketing Plan
Target Audience
Brand archetypes / Brand personas –
i.e. your target audience.
Marketing Channels
– Existing or planned:
●
●
●
Website Social Media
etc
www.newbusinessnextsteps.com
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Marketing Plan
Website
Social Media
www.newbusinessnextsteps.com
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Marketing Plan
Marketing Channels contd.
www.newbusinessnextsteps.com
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Marketing Plan
Monitoring & Measurement Activities
Specify when and how you plan / or currently measure your marketing metrics
Channel
Date of Review
Method of
measurement
Outcomes
Ongoing goals
Current Key Performance Indicators – based on a comparison of months in two successive years.
Specify some key indicators that you have noted for the period you are measuring.
Goals for next measurement period:
www.newbusinessnextsteps.com
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Marketing Plan
Goals for following measurement period:
Planned Marketing Activities:
Jon.Buscall, Jontus Media
www.newbusinessnextsteps.com
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