An effective website design is part of your company’s Internet marketing strategy, which is part of your marketing plan. A Marketing plan is really a mini business plan that emphasizes the market analysis and marketing strategies along with the budgets and financials to show the expected results. So, what goes into a formal marketing plan? More on writing a business plans.

1.0 Executive Summary (2-3 pages)

Keep it short, 3 pages tops. You have to make the opportunity clear and establish your company’s key advantage over the competition.  State the purpose of the plan succinctly. What sort of company is it? What’s the product/service, and what’s special about it? What is the opportunity? How much money do you need and in what stages? What will you use it for? Show the milestones. The summary must be persuasive in conveying the company’s growth and profit potential.

2.0 Company Overview (1-2 pages)

Tell your story. What is it that makes your firm unique? Describe the product or service you specialize in and the markets you serve. Talk about what your enterprise does, the legal form of your company, where principal offices are located and the year founded. What’s the history and what stage of development are you in? For the most recent period what were the sales and profits?

3.0 Product or service (1-2 pages)

List products/services and briefly describe each in order of highest sales or significance. Describe in understandable terms. Avoid using technical jargon and terms that could confuse the reader. Where is each product/service in its life cycle (introductory, growth, maturity)? Explain the critical factors for success and describe the unique advantages you enjoy in the marketplace. What is it that keeps out competitors? Describe the barriers to entry. Are there any patents, copyrights and trade secrets that protect your business?

4.0 Market Analysis (5-7 pages)

This is where you will show the knowledge of the market and the results of your market research. Show your data using charts and graphs. The market analysis and then the strategies developed in the next section are the heart of the marketing plan.

1. Define the market, size and growth. What share do you have now? How about in the future?
2. Profile your competitors discussing their market share, strengths and weaknesses.
3. How is your product positioned in the market and how does it stack up against the competition?
4. Profile your targeted customers. What drives their buying behavior and what would cause them to select your product / service over your competitor.

5.0 Marketing Strategies and Tactics (4-6 pages)

Present your company’s strategies and tactics to penetrate and capture the market.

1. Describe your company’s basic 3-year strategic plan for the market, products and services, and customer segments.
2. Describe branding and positioning strategies.
3. Explain your marketing and sales strategies you will employ to reach your targeted customer base in terms of pricing, distribution channel and promotion.
4. Discuss advertising, Internet, public relations communications, trade shows, telemarketing, direct mail or any other market and sales plans you intend to employ in promoting and selling your product.
5. Present your sales forecasts.

6.0 Financial Budgets and Analysis (3-5 pages)

Include sales history and sales projections by month. Present sales and marketing budgets and budgets for key programs. Show the projected results in terms of net income, cash flow and break even projections. There should be a 1-2 page narrative with assumptions, describing key items in the financials. Support your projections with assumptions.

Doug Williams, Business Consulting

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