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Acme Consulting

January, 2000 This sample marketing plan has been made available to users of Marketing Plan Pro™, marketing planning software published by Palo Alto Software. Our sample plans were developed by existing companies or new business start-ups as research instruments to determine target market viability, explore marketing strategies, or prepare funding proposals. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here. Requests for reprints, academic use, and other dissemination of this sample plan should be emailed to marketing@paloalto.com, the marketing department of Palo Alto Software. For product information visit our Website: www.paloalto.com or call: 1-800-229-7526.

Copyright Palo Alto Software, Inc., 1999-2000

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This is a marketing plan. It does not imply an offering of securities.

Table Of Contents
1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 3 2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 4 2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.7 Historical Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.8 Macroenvironment . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Marketing Strategy . . . . . . . . 3.1 Mission . . . . . . . . . . 3.2 Marketing Objectives . . . . 3.3 Financial Objectives . . . . 3.4 Target Markets . . . . . . 3.5 Positioning . . . . . . . . 3.6 Strategy Pyramids . . . . . 3.7 Marketing Mix . . . . . . . 3.7.1 Services Offered . 3.7.2 Price . . . . . . 3.7.3 Promotion . . . . 3.7.4 Service . . . . . 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . 10 . 10 . 11 . 11 . 11 . 11 . 12 . 12 . 12 . 12 . 13 . 13 . 13 . 14 . 15 . 16 . 17 . 18 . 19 . 20 . 21 . 22 . 23 . 24 . 25 . 26 . 27 . 27

3.0

4.0

Financials . . . . . . . . . . . . . . . . . . . . 4.1 Break-even Analysis . . . . . . . . . . . 4.2 Sales Forecast . . . . . . . . . . . . . . 4.2.1 Sales Breakdown by Partner . . 4.2.2 Sales Breakdown by Segment . 4.2.3 Sales Breakdown by Region . . 4.3 Expense Forecast . . . . . . . . . . . . 4.3.1 Expense Breakdown by Partner 4.3.2 Expense Breakdown by Segment 4.3.3 Expense Breakdown by Region . 4.4 Linking Expenses to Strategy and Tactics . 4.5 Contribution Margins . . . . . . . . . . . Controls 5.1 5.2 5.3 . . . . . . . . . . . . Implementation . . . . Marketing Organization Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5.0

Its expertise is the marketing of personal computers and market research. specifically the rest of Latin America and the better markets in the Far East. • Providing European clients with development for the United States and Latin American markets. and marketing of high-tech products. 2. We will also look for additional leverage by taking brokerage positions and representation positions to create percentage holdings in product results.paloalto.0 Executive Summary Acme Consulting is a consulting company specializing in marketing of high-technology products in international markets.Acme Consulting 1. This sample plan produced in Marketing Plan Pro™ software.com 1-800-229-7526 Page 1 . distribution strategies. channel development.0 Situation Analysis Acme Consulting offers high-level expertise in international high-tech business development. This year we intend to take on consulting work in related markets. It focuses on providing two kinds of international triangles: • Providing United States clients with development for European and Latin American markets. www. all in international markets.

1 Market Summary Acme focuses on high-technology manufacturers of computer hardware and software.000 250 10.27% 2000 5.1: Target Market Forecast Target Market Forecast Potential Customers US High Tech European High Tech Latin America Other Total Growth 10% 15% 35% 2% 6.paloalto.com 1-800-229-7526 Page 2 . they are very sensitive to risking their company's name and reputation.250 2001 5. They do not want to waste their time or risk their money looking for bargain information or questionable expertise.000 16.500 1. As they go into markets looking at new opportunities.521 616 10. www.323 456 10. and occasionally medium-sized companies. and Latin America. and networking. Europe.00% 35. general managers.188 2002 6.150 338 10.749 832 10. Our most important customers are executives in larger corporations.655 1.050 1. services. Target Markets US High Tech European High Tech Latin America Other Table 2. sometimes charged with international focus and sometimes charged with market or even specific channel focus.726 CAGR 10.200 17.612 19.404 18.233 2003 6. They are marketing managers. sales managers.321 1.07% 2.824 20.27% This sample plan produced in Marketing Plan Pro™ software.Acme Consulting 2.00% 15. who want to sell into markets in the United States.404 2004 7.000 1.00% 6. These are mostly larger companies.

or Olivetti. Siemens. as managers. This sample plan produced in Marketing Plan Pro™ software.1: Target Market Analysis Target Market Analysis Market Segments US High Tech European High Tech Latin America Other Summary Mature Growth Growth Develop Decision Level Manager Director and up CEO Variable Loyalty Status Medium High High Variable Buyer Readiness Skeptical Informed Informed Variable Product Attitude Positive Indifferent Indifferent Indifferent 2.com 1-800-229-7526 Page 3 . our clients come to us at least in part because we reduce their sense of risk in the management and politics of new market introductions.1. like those that are our clients. such as Apple. and some related highgrowth fields. www.paloalto. From the point of view. their needs are temporary: the crunch is at the time of opening the new market and setting up the channel. IBM. Furthermore. there is a temporary need for very high-powered expertise.1. Hewlett-Packard. There's the old saying that "nobody ever got fired for choosing IBM. Table 2. later on it is not as important. Our clients come to us for scalable.2 Market Needs When a company. permanent employees." meaning choosing a highly respected visible source for computers. If things go wrong. These companies will be calling on Acme for development functions that are better spun off than managed in-house. Acme will offer an attractive development alternative to the company that is management constrained and unable to address opportunities in new markets and new market segments. Microsoft. wants to open a new market. temporary expertise. they get the credit. We are that kind of low-risk option for opening new markets. multimedia. they have experts to blame. evaluate distributors' merits and problems.1. for market research. They need to establish distribution. and for market forums. select and open new channels.1 Market Demographics Large manufacturer corporations: Our most important market segment is the large manufacturer of high-technology products. They understand that our kind of expertise would be very difficult and expensive to get from full-time. If things go right. Medium-sized growth companies: Particularly in software.Acme Consulting 2.

• Communications technology is a new industry explosion. fixed costs. Market Forecast 25.3 Market Trends We stand to benefit from some specific market trends: • There is a major trend towards internationalization. consulting. and the growing liabilities and overhead of taking on long-term employees. • Contracting. despite recent setbacks. this time for real. Even the larger businesses are turning more frequently to temporary expertise instead of permanent fixed cost employees.000 20. connectors. wants to expand into new markets. This is the latest new application of the buzzword "scalable.000 Latin America Other 5. network cards.000 15. communications software. growth in communications technology items is explosive. Also because of the Internet. is still a very good market. but growth is enormous. because of the economic advantages of variable vs. Latin America is healthy and growing. routers. Margins aren't great in the more standard hardware categories. Asia. Europe has created a major new unified market.paloalto. all of these are growing at 35% per year and up.1. the manufacturers.000 0 2000 2001 2002 2003 2004 This sample plan produced in Marketing Plan Pro™ software.000 US High Tech European High Tech 10." Acme Consulting is an especially attractive alternative to our clients.Acme Consulting 2. Our potential client base. The Internet has brought a larger world into direct communication with the manufacturers. cables. and ad-hoc management teams are a trend.com 1-800-229-7526 Page 4 . www. Modems.

possibly due for even higher growth than the mainstream." Jens Lundeson. We live in an age of growth. We need to make our dealing with it one of our biggest strengths. and threats. The local electronics industry association in California reports a trend towards additional consulting solutions.00% 2. told us "we don't have statistics.00% 0. director of the local association in Tokyo.4 Market Growth The U.00% 30. Association of Marketing Consultants reports a 30% growth in average revenues for consultants focusing on marketing of high-tech products. Strengths and weaknesses are generally internal attributes. weaknesses. of the Association in Europe.paloalto." Target Market Growth 40. Tahahashi Sato.2 SWOT Analysis The SWOT analysis covers strengths. The Internet offers us opportunities and threats. www. change. We are a subset of this market.00% 10. the mix is exciting.1. Overall. Overall.Acme Consulting 2. and business revolution.S. but the growth in new international marketing projects has to be greater than 100 percent per year. which we can address by changing our business. to minimize our weaknesses. as manufacturers turn to variable cost solutions. We talked to industry associations in Japan and several in Europe.com 1-800-229-7526 Page 5 . the growth in interest for moving into new markets is phenomenal. said "We see growth in this kind of project at 40 percent or better per year. This sample plan produced in Marketing Plan Pro™ software. Opportunities and threats are generally external.00% 20. opportunities.

and therefore risky -. Internet growth. 2. Asia has suffered a bit but is recovering. Brand. and our clients know that we deliver what we promise ourselves. They are beginning to compete in our area. We are no longer alone. 3.1 Strengths 1. Our competition. 3. www. 2. Companies are being dragged into worldwide marketing. fax.choice. Growth rates are very high. we are good at the direct sales involved in making a close. managing multiple markets. Sometimes a Booz Allen or McKinsey is a safer buy for the executives. Specific example: software companies used to charge huge premiums for software available in the different smaller markets. and the problems we solve are being reduced in importance by the growing availability of information. Our experience and expertise is better than anybody we know of in this particular niche area. especially internationally. 3.2. International market growth.2. Our expertise is about crossing borders. especially at the executive level. We can even hold Internet meetings with shared interface and visuals. tend to build on the structure of the major partners doing the selling and younger associates.paloalto. 2. Years of industry experience means a lot of word-of-mouth marketing. Dominance of communications technologies from a users' point of view. actually delivering the consulting.2 Weaknesses 1. 2. branded competition is recognizing our niche. opportunities are obvious. and an automatic link to training allies to help clients come up to speed with the facilities we offer. but we don't have the resources required to do much general marketing. contacts. and fill in the blanks. we can't leverage on people to develop documents and presentations. research in detail. True expertise. Contacts. 2.com 1-800-229-7526 Page 6 .2. 3. the larger consulting houses. but their potential customers are now much more likely to see available prices elsewhere and buy over the net. 2. The larger. All of our principals know this area very well. Particularly as the European market grows. like it or not.Acme Consulting 2. Marketing. Manageable size. in the sense of "nobody ever got fired for hiring IBM. We have an excellent website." We are a new entity. We don't have to support a large overhead. The Internet is a threat as well as an opportunity. we can be perceived as an innovative -. Europe and Latin America are booming. 2. We will depend on word of mouth first as our main form of generating leads. Staff. Manufacturers are anxious to take their new technologies across borders. New competitors are developing in new markets. Without the overhead of staff. Growing red tape involved with hiring full-time employees.2.4 Threats 1. secure File Transfer Protocol (FTP) facilities with password protection for sending and receiving documents from clients. and networking. recognize our niche. with far less experience. major bandwidth. We are short on support for telephones. This sample plan produced in Marketing Plan Pro™ software.3 Opportunities 1. 4. As a group. competitors developing in that area become more significant. and email.

3. 5. vendors. and inexperienced associates delivering the work. Our key advantage in competition with inhouse development is that managers are already overloaded with responsibilities. etc. they don't have time for additional responsibilities in new market development or new channel development. Acme can approach alliances. The fourth kind of competition is the market-specific smaller house. de C. companies choosing to do business development. 4.XXXXXXXXXXXX. Select S.3 Competition The key element in purchase decisions made at the Acme client level is trust in the professional reputation and reliability of the consulting firm. 2. etc. The competition comes in several forms: 1. XXXX-XXXXX. The most significant competition is no consulting at all. Sales representation. in Mexico (now affiliated with IDC).com 1-800-229-7526 Page 7 . These are essentially generalists who take their name-brand management consulting into specialty areas.paloalto. brokering. The third general kind of competitor is the international market research company: XXXXXXXXX. Also. Their other very important weakness is the management structure that has the partners selling new jobs. www.V. These companies are formidable competitors for published market research and market forums but cannot provide the kind of high-level consulting that Acme will provide. The high-level prestige management consulting: XXXXX. and deal catalysts are an ad-hoc business form that will be defined in detail by the specific nature of each individual case.A. (names omitted to protect confidentiality). channel development and market research in-house. We compete against them as experts in our specific fields.Acme Consulting 2. as part of their regular business functions. XXXXXX. gathering information and making initial contacts in ways that the corporate managers can't. Competitor by Growth and Share 25% 20% 15% 10% 5% 0% 40 50 60 70 80 90 100 110 MC BA SRI NRA US Other This sample plan produced in Marketing Plan Pro™ software.XXXXX-XXXXX. For example: Nomura Research in Japan. Their own managers do this on their own. (names omitted to protect confidentiality). and with the guarantee that our clients will have the top-level people doing the actual work. and channels on a confidential basis.

sales representation and market representation.3: Growth and Share Analysis Growth and Share Competitor MC BA SRI NRA US Other Average Total Price $20 $15 $18 $23 $30 $18 $20. Market research.000 per unit. project-based market research. market research. Excellence in fulfilling the promise--completely confidential. Project consulting. Group studies available to selected clients at $5. Developing visibility to generate new business leads. Examples might be studies of developing consumer channels in Japan or Mexico. 2.67% 52.00 Growth Rate 5% 5% 7% 10% 20% 5% 8.4 Services Acme offers expertise in channel distribution.5 Keys to Success 1. This begins with complete understanding of the client company's situation. develop and/or implement plans. project-based consulting. Leveraging from a single pool of expertise into multiple revenue generation opportunities: retainer consulting. objectives. This sample plan produced in Marketing Plan Pro™ software. Retainer consulting. 2. and information forum events. reliable.67% 100. and develop specific information. channel development. sifting through new market developments and new opportunities as is appropriate to the client. 3. and channels. project consulting. relationship and alliance brokering.com 1-800-229-7526 Page 8 . www. or implications of changing margins in software. 2. channel. vendors. representing the client in initial talks with possible allies. or topic. and constraints. 1. trustworthy expertise and information.67 $124. and market development. A group study is a packaged and published complete study of a specific market. sold and packaged in various ways that allow clients to choose their preferred relationship: these include retainer consulting relationships. We represent a client company as an extension of its business development and market development functions. project consulting offers a client company a way to harness our specific qualities and use our expertise to solve specific problems.paloalto.00% 2.00% Market Share 20% 30% 10% 10% 5% 25% 16.Acme Consulting Table 2. and market research published reports. published market research. We then represent the client company quietly and confidentially. 3. Proposed and billed on a per-project and per-milestone basis.

000. $20. We have always been profitable.com 1-800-229-7526 Page 9 .750. We can't build this company on a faulty foundation. clear communication of promise and scope.paloalto.000. We can't afford to spend the capital it would take to generate new clients constantly.500.625.000 $2. It is a composite of the combined consulting of the three main partners.000.750. What we see in the table is that we're taking up a very small portion of the overall consulting dollar spent in this market. The repeat business costs about a tenth as much in sales and marketing as the new client.000.00 $63.00 $3.Acme Consulting 2.00 $5.0 0 0 $2. There is a lot of room to grow. bright young people without a lot of experience. but we expect to do much better than we have after we combine our forces.0 $15.0 $5.125.000.250. and follow through. we've made a projection based on what might have been.00 $1.00 $3.000.000. we have to have a core group of satisfied clients who come back to us on a regular basis.00 $24. 2. We can use a staff to leverage some of the footwork and analysis work. Repeat business is built on the correct strategic mix of excellence in delivery.500.00 This sample plan produced in Marketing Plan Pro™ software.7: Historical Data Historical Data Variable Industry Revenue Company Market Share Company Revenue Industry Variable Costs Company Variable Costs Industry Gross Contribution Margin Company Gross Contribution Margin Marketing Expenses Company Net Contribution Margin 1997 1998 1999 $10.500.00 $7. www.00 $9. 00 00 $7.000.500 $84.750. $15. 0 00 00 0% 0% 0% $10.000.000 $37.500. We can't afford to follow that lead.000.00 $5.500. had the partners been involved in a separate company.375. Table 2.6 Critical Issues The most critical issue is repeat business.7 Historical Results To analyze our historical data.000.000.000.750. Most of our competitors build on a structure that has the partners selling the jobs and new hires.00 $11.00 $21. delivering.000. but ultimately our work must be our own.00 $28.000.250.000.00 $57.

A true alternative to in-house resources.1 Mission Acme Consulting offers high-tech manufacturers a reliable. This sample plan produced in Marketing Plan Pro™ software. high-quality alternative to in-house resources for business development. Our strategy involves focusing on a specific area of expertise in which we are as strong a group as in any company anywhere in the world. 3. personal computers. and technology integration products. and the European markets are enjoying the new Eurodollar boom. good distribution.com 1-800-229-7526 Page 10 . We are true experts in the introduction of new technology products. We need to be able to reference by name and contact phone number. we offer a very high level of practical experience.paloalto. We need at least one client in each of three main regions. 3. 3.Acme Consulting 2. Clients must know that working with Acme is a more professional. or for European clients in the United States market. charging a high value for its services. We focus on development in the European and Latin American markets. market development. telecommunications. Acme must also be able to maintain financial balance. www. contacts. and in limited product segments. The target customer is usually a manager in a larger corporation. While Asian markets are hanging back a bit with the lingering effect of recent economic problems. We need brand-name reference clients. Acme will focus on three geographical markets. and also either Latin America or Asia. The Internet changes the game. especially through channels of distribution. personal organizers. and occasionally an owner or president of a medium-sized corporation in a high-growth period. they can't pretend to offer protected markets. By the end of this year. the United States. speaking at industry events.2 Marketing Objectives 1. the Latin American markets are growing smartly as a result of decreasing protectionism. Europe. 2. Another major factor is the growth expected in Europe and Latin America. know-how. We need to establish ourselves as experts.8 Macroenvironment New technology has become the driving force of our market. and delivering an even higher value to its clients. This means being quoted in major trade press. and channel development on an international scale. and Latin America. 3.0 Marketing Strategy Strategy is focus. and value added. and confidentiality. less risky way to develop new areas even than working completely in-house with their own people. we need three major brand names we can cite as clients. On the other hand. nowadays the distributors are terribly concerned about our pricing and marketing over the Internet. We can't be who we claim to be without being truly multi-continental. the manufacturers need loyal local allies. Our measurable and specific objective is to be introduced in three major events as established experts in the field of international market entry. networks. While the manufacturers used to deal with distributors in smaller national markets. and gaining recognition. United States and Europe for sure. On one hand. software. The Internet is changing high-tech marketing overnight.

Third.e.1. We have plenty of competition in international marketing and in product introduction expertise.com 1-800-229-7526 Page 11 .we must focus on a few thousand well-chosen potential customers in the United States. we rest on heavy use of the newest technologies in international communications (i. Acme Consulting offers a unique team of experienced managers with proven expertise. 3. Our tactics to make this real? First. 2. 3. Second.5 Positioning For high-technology companies who are looking to enter new international markets. Net income more than 10% of sales by the third year. These few thousand high-tech manufacturing companies are the key customers for Acme. 3. and Latin America.4 Target Markets As indicated by the previous Table 2.000 in 1995 and $1 million by 1997. the quality of work. Internet technologies). Unlike most management consultants. Europe.6 Strategy Pyramids Our strategy is to focus on our main area of expertise. Gross margin higher than 80%. www. This sample plan produced in Marketing Plan Pro™ software. 3. expertise-based marketing. Sales of $350.3 Financial Objectives 1. The diagram shows how our marketing programs map into the tactics. Unlike in-house expertise. Acme Consulting is specialized on a very focused expertise that is hard to duplicate. on a temporary contract basis. but nobody can match us when we stay focused on introducing a high-tech product into channels in international markets.Acme Consulting 3. Acme Consulting is a temporary variable cost.paloalto.Target Market Forecast.

word-of-mouth. This goes back to our core value. because our specialization on channels for international product marketing means we develop contacts with people who can be our recommenders. -.2 Price We need to make sure that our services are adequately priced. We need to dominate the Internet. etc. We need to fulfill the promise we make: we take a product across national boundaries into new markets. This is a very focused deliverable. demands high pricing. Upside.paloalto. This sample plan produced in Marketing Plan Pro™ software. Obviously we know we need to understand our marketing process -. as well as Wired. etc.7. we follow the mainstream thinking about high-end consulting. we need to get the speaking engagements at the major trade shows and events.com 1-800-229-7526 Page 12 .but we are really selling more than marketing. because they will wrap the consulting around a lot of additional research and their standard packaging that doubles or triples cost. Getting recognized and quoted as experts. Our positioning. Our service should be our best advertisement. 3. and establish the relationships the client needs. We need to be quoted in Business Week.3 Promotion For promotion. the importance of fulfilling the promise. We aren't marketing as much as selling direct. placement in searchers. www. repeat-business business. Word of mouth and reference sites. In this section. We aren't just doing international marketing or marketing consulting.which is why the attention to quotes in magazines. as well as our finances. Along the same lines. 3. Fortune. We'll focus in on the exact target and charge more per day and less for the total job. We should expect to be much more expensive than the second-tier generalists.7 Marketing Mix Ours is a delivery-intensive. The Internet. When a job is exactly our expertise.7.Acme Consulting 3. 2. search terms. our client will end up spending less on us than on the branded major consultants. and the Wall Street Journal. Our public relations expense is intended to position us as the experts the business press calls on for information on international channel marketing. Red Herring. Ultimately. 3.1 Services Offered The service itself is a key component to our marketing mix. explore channels. we should expect to price high. speaking engagements. we'll focus on the components of our marketing mix. guide our client through the maze. 3.7. There are two main components of promotion: 1. we're getting products into channels. and the like. In this case even more so than with many other similar businesses. The service itself is a key to our markets.

we should be spending 25% of sales on marketing. a steady decline in cost of sales and growth in gross margin percentage as we build more of our resources. We should quickly establish a strong filing system so that we can use the information that appears in secondary sources and catalog and organize for effective use later on. which is about 35% of sales. We're going to use the website in password-protected draft mode so that our clients are always in touch with us. and software.if the plan is implemented. 4. At this stage of our development.8 million by 2004. We also need to give much better service to clients after the job: better accessibility to our work once done. instead of as contractors. They can log into the website and see our drafts. emergence of new channels.0 Financials Our plan calls for sales of nearly $600. starting from zero. as full-time personnel and fixed costs instead of contractors and outside consultants. Confusing? Perhaps. Manufacturers. including market trends and developments related to manufacturers of personal computers. www. Studies should be available to management. Step by step we'll have to watch the growth of sales relationships that imply the advisability of taking on more people as partners and employees. By the fifth year of the plan.not what we sell as a service company.000 this year growing to $1. First. We need to know the trends in channel competition. economics. Channel marketing. Second.paloalto.Acme Consulting 3. This sample plan produced in Marketing Plan Pro™ software. connectivity and Internet. information that they own and they can use. By the last year in the plan. but the service we deliver as an add-on to the basic service we sell. This is where most of our competitors fall down. during and after the consulting job. new technologies.4 Service Service in this topic refers to our client service -. contacts.com 1-800-229-7526 Page 13 . and when they want it. We need to know the market of manufacturers in all three target continents. That means that as we grow we take on more risk -. The plan assumes two important trends: First. major competitors. 2.000 will be only 25% of sales. The 35% figure we project for the first year is quite high. This is a better figure. 3.000. when they need it. service begins with how we communicate with the client.8 Marketing Research We need to cover two main elements of market research: 1. Far too often the consultants disappear from the client in what feels like hiding while doing the work.7. on marketing expenses of slightly more than $200. our research is mainly secondary research generated by keeping up with the media. We'll give them real service. and major players in all three continents. peripherals. 2. recommended channels. instead of just sales. including trade press and the Internet. our marketing expenses of $480. a decline in marketing expenses as a percent of sales. unacceptably high except that we are building a reputation and marketing without the leverage of past marketing. but let's look at client service for a consulting service: 1.

00 $0. in which we are building our fulfillment based on variable cost people instead of fixed-cost people. This break-even is a reflection of our first year.000 $0 ($5.000) ($15.568 $35.000 $10.30 $15. because turning to experts on a per-job basis.Acme Consulting 4.426 $28.000 $5.1 Break-even Analysis For consultants.000 This sample plan produced in Marketing Plan Pro™ software. we have an unusually high variable cost of 30% of sales.000) $0 $7.paloalto.com 1-800-229-7526 Page 14 . as long as these are the people we know and trust. Break-even Analysis $15.284 $21.429 $21. www.000) ($10.142 $14. reduces the risk of fixed costs.710 Monthly break-even point Break-even point = where line intersects with 0 Table 4.1: Break-even Analysis Break-even Analysis: Monthly Units Break-even Monthly Sales Break-even Assumptions: Average Per-Unit Revenue Average Per-Unit Variable Cost Estimated Monthly Fixed Cost 21.429 $1. This makes sense for us at this point. The risk profile should look very different by the last year.

000 $300.500 2004 $550.com 1-800-229-7526 Page 15 .000 $200.000 $10.2 Sales Forecast Our sales for this start-up period grow from $10.000 $40.825.000 $80.000 $152.paloalto.Acme Consulting 4.000 $86.000 $400. www.000 $25.000 $70.000 $0 $0 $159.000 $32.000 $450.000 $20.000 $156.000 $15.000 2001 $20.000 $250.000 This sample plan produced in Marketing Plan Pro™ software.2: Sales Forecast Sales Forecast Sales Retainer Consulting Project Consulting Market Research Strategic Reports Other Total Sales Direct Cost of Sales Retainer Consulting Project Consulting Market Research Strategic Reports Other Subtotal Cost of Sales 2000 $200.000 2002 $15.000 per month at the beginning -.to $90.000 $375. The sales forecast is aggressive.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Retainer Consulting Project Consulting Market Research Strategic Reports Other Table 4.000 $10.000 $20.000 $10.000 $30.000 $1.000 $25.000 $10.000 $60.000 $45.000 2002 $425. assuming financing for our marketing expense and bringing on partners and staff as planned.000 $50.000 $153.500 $10.000 $88.000 $350.000 $162.000 $10.000 $122.000 $10.000 $50.000 2001 $350.000 $0 $0 $592.000 $900.000 $50.000 $1.150. reaching annual totals increasing from less than $600.000 $20. Monthly Sales Forecast $90.000 $84.000 next fall.000 2003 $10.000 $1.500.000 $40.000 $100.000 2004 $10. We intend to continue to increase billings throughout the forecast period.000 $325.retainer business from our founding partner.000 $150.000 2000 $30.000 $90.000 $125. with existing clients -.000 in the first year to $1.000 $92.000 $270.000 $250.000 2003 $500.000 $150.825 million in the fifth.

000 2001 $250.000 $225.000 $30.000 $450.1: Sales by Partner Sales by: Sales Hernandez Wong Anderson Other Total Average Partner 2000 $210.000 $60.000 $375.000 $20.000 $350.000 $350.2.000 $10.000 $140.000 $148.500.000 $900.000 $175.000 $456. Sales by Partner Monthly $90.000 $450.825. we expect the billing to come from additional resources and additional partners.000 $70. The partners have relationships that should create these billings at that level.000 $67.000 $275.000 $425.000 Hernandez $50.000 2004 $600.000 $1.000 $40.000 $287.000 $350.000 $200.Acme Consulting 4.000 $175.1 Sales Breakdown by Partner As the projection shows.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Wong Anderson Other Table 4. The detail for this table is included in the appendices.2.000 $250.000 $592. www. we expect our billing to come from all three of our main partners first.150. so the billings attributed to the main three go down as a percentage of the total.com 1-800-229-7526 Page 16 .000 $80.250 This sample plan produced in Marketing Plan Pro™ software.500 2003 $450.000 $1.000 $250.000 2002 $350. Later on.000 $1.paloalto.000 $200.

500.000 $1.000 $600.000 $80.000 $197.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Mainline Hardware Communications Other Table 4.000 $608.000 $100.000 $57. so during the five years our projection shows a continual trend towards the other segment.333 This sample plan produced in Marketing Plan Pro™ software.000 $10.paloalto. The detail for this table is included in the appendices.000 $100.000 $50.000 $383.000 $100.com 1-800-229-7526 Page 17 .000 $30.Acme Consulting 4.000 $900.2: Sales by Segment Sales by: Sales Mainline Hardware Communications Other Total Average Segment 2000 $300. but the growth in our industry is in communications and Internet-related business.000 $1.000 $1.000 $235. Sales by Segment Monthly $90.150.2 Sales Breakdown by Segment We expect to focus more on the mainline hardware this first year.000 $450.000 2004 $550.000 $592.825.000 $1.000 2002 $450.333 2001 $350.000 $900.175.000 $40.333 2003 $500.000 $300.000 $100.000 $60.2.000 $20.2.000 $70.000 $500. www.

000 $60.Acme Consulting 4.000 $608.000 $10.150.000 $30.000 $110.000 $197.333 This sample plan produced in Marketing Plan Pro™ software.000 $20.000 $40.2. Sales by Region Monthly $90.000 2002 $600. so that in five years we are billing in equal portions in the United States and Europe. market starts out much bigger. and developing the repeat business.paloalto. www.000 $225.000 $1. developing the practice.000 $383.com 1-800-229-7526 Page 18 .000 $50.000 $500. although the U. we expect to see the market in Europe growing much more quickly than in the United States.000 $900.825.000 $150.3 Sales Breakdown by Region In our regional billings.3: Sales by Region Sales by: Sales US Europe Other Total Average Region 2000 $410.333 2003 $725.000 $80. It also assumes that we are doing what we have to do to take advantage of the growth potential in Europe.000 $1.000 $592.000 $125.S.2.000 $400.000 $250. This includes marketing.000 $600.333 2001 $525.000 $175.000 2004 $800.000 $800.500. The forecast isn't a reflection of total market directly.000 $300.000 $72.000 $1.000 $70.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec US Europe Other Table 4.

000 $10.000 $75.30% $1.000 -----------$215.Acme Consulting 4.000 28.3 Expense Forecast Overall we project sales and marketing expenses to more than double from $215.000 26.000 $12.000 $10.000 $60.000 $75.67% $912.000 $100.000 $30.500 36.000 in the fifth year.000 $100.000 $20.3: Marketing Expense Budget Marketing Expense Budget Advertising Graphics and Printing Public Relations Travel Websites Other Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales 2000 $57.83% 2004 $100.000 $35.000 $55.com 1-800-229-7526 Page 19 .000 30.000 -----------$480.paloalto.000 $60.000 $25.000 $25.500 60.000 $51. and we also have a substantial additional budget for contingencies. and that over time we can bring that percentage down to more acceptable levels.000 $5.40% $211.78% 2002 $75. and website.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Advertising Graphics and Printing Public Relations Travel Websites Other Table 4.26% $647.000 $50.000 62.000 $125.000 $45. We believe that effective marketing requires a very high percentage of sales and marketing expenses to sales during the early years.000 this first year to $480.000 -----------$275.000 $60.000 $65.000 $65. This compares to sales increasing threefold during the same period. Expenses divide over four main categories: advertising.500 $40.000 56.000 $15. Monthly Expense Budget $45.26% 2003 $90.000 50. public relations.000 26. A smaller budget is included for Graphics and Printing expenses.000 $30.000 $40.08% This sample plan produced in Marketing Plan Pro™ software. travel.73% 2001 $65.000 -----------$400.000 $15. www.133.000 $55.56% $457.000 $50.000 $25.500 35.000 $40.000 -----------$325.000 $20.

400 $29.000 $29.800 $215.750 2002 $48.000 $400.000 2004 $58.000 $289.000 $26.000 $325.000 $120.most of our expenses are managed by marketing.000 $32.000 $5.000 $225.000 $24.000 $26.000 $100.000 $30.Acme Consulting 4.000 $68. www.000 $20.000 $10.paloalto.000 $32.3.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Wong Anderson Other Table 4.250 2003 $53.1: Expenses by Partner Expenses by Expenses Hernandez Wong Anderson Other Total Average Partner 2000 $52. Each partner has some expense allocation to deal with specific client development programs.3.000 $24.000 $275.000 $480.000 This sample plan produced in Marketing Plan Pro™ software.com 1-800-229-7526 Page 20 . not by the partners themselves. and related projects.000 $35.300 $37.with more information in the appendices -.000 $29.000 Hernandez $25.000 $81.875 2001 $44.500 $53. Expenses by Partner Monthly $45.000 $183.000 $96.1 Expense Breakdown by Partner As the table and chart shows -. marketing of expertise.000 $358.000 $15.000 $40.

333 2003 $35.2: Expenses by Segment Expenses by Expenses Mainline Hardware Communication Other Total Average Segment 2000 $35.000 $275.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Mainline Hardware Communication Other Table 4.000 $25.000 $10.333 2004 $35.667 2002 $35. We expect billings to shift towards communications.000 $95.000 $33.000 $15. This is particularly important for our development of the industry reputation we need even as the product structures and divisions change.3.000 $22.paloalto.000 $158. www.000 $325.com 1-800-229-7526 Page 21 .000 $350. Expenses by Segment Monthly $45.000 This sample plan produced in Marketing Plan Pro™ software.000 $108.000 $51.000 $30.500 $71.000 $91.000 $40.000 $239.000 $5.500 $215.833 2001 $35. but with expenses we need to market our expertise and let the projects come in their appropriate segments.000 $75.000 $400.000 $20. most of our expenses go towards general marketing expenses instead of tailored to a specific segment.000 $480.000 $290.2 Expense Breakdown by Segment As with partners in the preceding topics.000 $35.Acme Consulting 4.000 $207.000 $133.3.000 $160.

3. goes to the "other" category that includes marketing programs directed at the general marketing of our specific expertise among high-tech companies worldwide.000 $30.667 2002 $51.000 $480.000 $35.000 $91. however. The main bulk of expenses.3: Expenses by Region Expenses by Expenses US Europe Other Total Average Region 2000 $90.3 Expense Breakdown by Region Although we don't see our expenses tagged a great deal to specific regions.000 $108.000 $65.Acme Consulting 4.000 $325.000 $184.500 $71.000 $20.000 $167.000 $275. www.833 2001 $43.000 This sample plan produced in Marketing Plan Pro™ software. the projection does call for an increasing level of expenses directed at the European market.300 $36.3.com 1-800-229-7526 Page 22 .000 $227.paloalto.000 $110.000 $133.333 2004 $75.000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec US Europe Other Table 4. Expenses by Region Monthly $45.000 $400.000 $10.000 $160.000 $150.000 $255.333 2003 $63.000 $25.000 $89.000 $15.000 $90.000 $40.200 $215.000 $5.

000 $0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Sales Expenses This sample plan produced in Marketing Plan Pro™ software.000 $50. and some very strategic advertising. These strategic shifts may be hidden somewhat because of the bulk of spending going into the non-specific areas.000 $60.000 $30. speaking engagements.000 $20. Sales vs.com 1-800-229-7526 Page 23 . magazine articles.000 $10.000 $40.4 Linking Expenses to Strategy and Tactics Where we see the strategic match in expenses to sales in the steady increase in relative spending for Europe and for the communications/Internet segments.Acme Consulting 4. but they are still evident in the sales and expense breakdown by categories. www.paloalto.000 $70.000 $80. Expenses Monthly $90. including Internet advertising. Our expenses and strategy seem very well matched because we are putting the bulk of marketing expenses into the key elements for building our leads: quotes in magazines.

000 $0 ($10. Our sales and marketing expenses will stabilize. but they should decline in percentage terms as sales go up.000 $20.000 $10. we project our contribution margin to increase from 36% the first year. Contribution Margin Monthly $50. 2.paloalto.5 Contribution Margins The contribution margin should increase steadily during the five year plan period.000) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec This sample plan produced in Marketing Plan Pro™ software.com 1-800-229-7526 Page 24 . The cost of sales goes down as we develop the business and grow. We don't expect to decrease the overall level of expenses. because of two factors: 1.000 $30. to 63% the last year. www.Acme Consulting 4. rather than contracting expertise.000 $40. bringing on the expertise we need to fulfill our promise with in-house partners and associates as employees.000) ($20. Given both factors. Risk goes up with the increased fixed costs. because cost of sales is less. but the margins go up too.

000 $427.000 $55.000 $65. and the details that it takes to make it happen.000 $6.500 $40.000 $972.000 -----------$165.500.000 $50.500 87.000 $156.000 $50.000 $100.000 62.Acme Consulting Table 4.000 $75.000 84.000 28.26% 2003 $1.312.133.com 1-800-229-7526 Page 25 .000 -----------$168.000 $12.78% 2002 $1.56% $457.000 $1.08% 5.30% $1.000 $50.825. In this chapter we look at specific implementation programs.26% $647.000 $51.000 81.000 $125.000 $60.000 88.000 -----------$215.000 26.000 $100.000 -----------$275.000 -----------$400.500 35.000 $153.000 $152.000 $65.000 56.000 $732.613.000 $60.0 Controls This plan is about implementation.paloalto.000 -----------$178.000 50.150.000 $162.000 -----------$480. It is worth nothing if not implemented.000 $30.000 $75.000 $10.13% 2000 $57.500 $1. and making it better.000 -----------$212.40% $211.000 26.67% $912.000 -----------$187.5: Contribution Margin Contribution Margin Sales Direct Cost of Sales Other Variable Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Marketing Expense Budget Advertising Graphics and Printing Public Relations Travel Websites Other Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales 2000 $592.000 $40.000 $15.000 $25. changing the business.000 $159.000 $20.52% 2002 $75.000 $25.83% 2004 $1.000 $25.33% 2001 $65.73% 2001 $900.500 $35.000 $60.000 72.500 60.000 $45.500 36.000 -----------$325.000 $12. www.000 30. This sample plan produced in Marketing Plan Pro™ software.50% 2003 $90.38% 2004 $100.000 $55.

Acme Consulting 5.000 Manager Tracy Leslie Tracy Tracy Leslie Tracy Kelly Tracy Kelly Kelly Department All All All All All Europe Latin America US All All This sample plan produced in Marketing Plan Pro™ software. We will be tracking plan-vs. with their managers.000 $80.500 $1.000 $5. Milestones Corporate Identity Revisions PR Development Quotes Website Online Standard Page Brochure PR: Speaking Campaign Targeted Advertising Latin American Advertising US Advertising Press Release 1 Press Release 2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Table 5.000 $5.1 Implementation The following table and chart identity the key marketing programs.000 $2.500 $6.-actual results for each of these programs and discussing them at our monthly marketing meetings.000 $12.000 $20. This year's plan includes only the programs to be implemented this year.1: Milestones Milestones Milestone Corporate Identity Revisions PR Development Quotes Website Online Standard Page Brochure PR: Speaking Campaign Targeted Advertising Latin American Advertising US Advertising Press Release 1 Press Release 2 Totals Plan Start Date 1/15/00 2/1/00 1/1/00 2/15/00 4/20/00 7/15/00 7/15/00 6/1/00 9/15/00 11/15/00 End Date 3/1/00 10/15/00 2/28/00 4/30/00 11/15/00 9/30/00 9/30/00 11/30/00 9/15/00 11/15/00 Budget $8. The programs will be revised each year.paloalto.000 $2.com 1-800-229-7526 Page 26 . Dates and budgets are clearly established.000 $18. www. The managers are informed of their main programs and they are on board with implementation.

increase our focus on website marketing. This sample plan produced in Marketing Plan Pro™ software.(omitted for reasons of confidentiality). a full-time professional. we should then. looking out for our marketing goals and implementing the marketing programs as best fits our strategy. if needed. responsible to all of the partners as a group but to no specific partner..Acme Consulting 5.3 Contingency Planning The most likely change in the marketing scheme is a major increase in Internet website traffic and the importance of website marketing.com 1-800-229-7526 Page 27 . If we attract direct competition operating within our key area. www. 5. one in charge of the website implementation (Tracy) and the other a staff manager to help with the logistics of getting it all done (Kelly). We need the marketing department to maintain its professional integrity above and beyond the specific partners. As of this writing. we expect we can develop our niche and focus without direct competition from the name brand consulting companies. We will all keep a close eye on website developments and.2 Marketing Organization Our marketing department is managed by Leslie Howard..paloalto. Leslie has two full-time employees.

000 $20.500 Mar $10.000 May $20.paloalto.500 $6.500 Oct $20.000 $0 $0 $19.500 $14.000 $20.000 $30.500 $5.000 $45.000 $20.500 $1.000 Feb $2.500 $10.500 $2.000 $15.500 $0 $0 $0 $4.000 Apr $10.000 $0 $0 $58.500 Feb $10.2 Sales Forecast Sales Forecast Sales Retainer Consulting Project Consulting Market Research Strategic Reports Other Total Sales Direct Cost of Sales Retainer Consulting Project Consulting Market Research Strategic Reports Other Subtotal Cost of Sales Plan Jan $10.000 $0 $0 $21.000 Dec $20.000 Jul $20.000 Nov $20.000 $0 $0 $13.000 Jul $2.000 Apr $2.000 $0 $0 $34.000 $0 $0 $12.000 $0 $0 $35.000 $5.000 This sample plan produced in Marketing Plan Pro™ software.000 $30.000 $10.000 Jan $2.000 $0 $0 $8.000 Mar $2.000 $6.500 $0 $0 $0 $0 $2.000 $10.000 Sep $20.000 $0 $0 $85.000 $0 $0 $19.000 $20.000 May $2.000 $4.500 $7.000 $0 $0 $75.500 $3.000 $0 $0 $24.000 $0 $0 $0 $20.000 $0 $0 $55.000 Dec $2.000 Sep $2.000 $0 $0 $25.500 $8. www.000 $40.000 $50.000 $0 $0 $90.500 $1.500 $14.000 $8.500 $6.000 $0 $0 $0 $0 $10.000 $15.000 $0 $0 $70.000 $0 $0 $50.000 $20.500 $3.500 $14.000 $14.Appendix: Acme Consulting Table 4.000 $0 $0 $0 $0 $10.000 $0 $0 $8.500 $4.000 $20.000 Aug $2.500 $0 $0 $0 $0 $2.500 Jun $20.000 Oct $2.000 Aug $20.com 1-800-229-7526 Page 1 .000 $10.000 Nov $2.000 Jun $2.500 $2.500 $5.

000 $35.000 $10.000 $25.000 $34.000 $12.750 Jul $20.000 $90.000 Apr $10.000 $14.000 $85.000 $5.000 $0 $0 $0 $10. www.500 May $10.000 $10.000 $18.000 $8.000 $50.000 $3.000 $30.000 $55.000 $25.000 $10.000 $0 $0 $20.000 $5.500 Jun $20.000 $75.000 $17.000 $4.000 $5.000 $10.500 Feb $10.000 $5.500 Dec $30.000 $20.000 $15.000 $20.000 $2.500 Aug $20.000 $8.000 $2.000 $13.000 $5.000 $10.000 $0 $0 $0 $10.750 Sep $20.000 $15.000 $22.000 $70.000 $10.000 $25.250 Nov $30.000 $25.000 $25.500 Oct $20.750 This sample plan produced in Marketing Plan Pro™ software.000 $10.000 $15.2.1 Sales by Partner Sales by: Sales Hernandez Wong Anderson Other Total Average Jan $10.000 $21.000 $5.000 $58.paloalto.000 $10.com 1-800-229-7526 Page 2 .Appendix: Acme Consulting Table 4.000 $25.000 $5.500 Mar $10.

000 $70.000 $0 $0 $20.667 Apr $25.000 $75.000 $58.000 $10.000 $5.000 $30.000 $0 $0 $10.000 $5.000 $11.000 $34.000 $85.333 This sample plan produced in Marketing Plan Pro™ software.000 $16.333 Mar $20.000 $3.Appendix: Acme Consulting Table 4.000 $18.000 $5.000 $90.000 $45.com 1-800-229-7526 Page 3 .000 $25.000 $5.000 $23.000 Dec $40.2.333 May $30.000 $35.paloalto.000 Jul $25.000 $19.000 $10.000 $45.000 $25.000 $28.333 Nov $35.2 Sales by Segment Sales by: Sales Mainline Hardware Communications Other Total Average Jan $10.000 $10.000 $20.667 Aug $20. www.000 $6.000 $10.333 Jun $30.000 $55.000 $50.000 $11.000 $0 $0 $10.000 $40.333 Feb $10.000 $3.000 $10.000 $5.000 $35.667 Sep $25.000 $3.000 $4.333 Oct $30.

3 Sales by Region Sales by: Sales US Europe Other Total Average Jan $10.000 $10.000 $70.000 $0 $0 $20.000 $3.2.000 $25.000 $25.000 $75.000 $11.000 $10.000 $4.000 $10.000 $28.667 Sep $50.000 $5.000 $19.667 Aug $20.000 $5.000 $10.000 $0 $0 $10.333 May $40.000 $23.000 $10.000 $15.000 $5.000 $18.000 $35.000 $10.333 This sample plan produced in Marketing Plan Pro™ software.000 $55.000 $10.000 $85.000 $90.000 $11.000 Jul $30.667 Apr $20.000 $6.333 Mar $20.000 $10.000 $34.paloalto.333 Oct $60.000 $30.com 1-800-229-7526 Page 4 .Appendix: Acme Consulting Table 4.000 $50.333 Nov $60. www.000 Dec $40.000 $10.000 $15.000 $16.000 $58.000 $8.000 $10.000 $0 $0 $10.333 Feb $10.333 Jun $50.000 $3.

000 $0 $10.000 58.000 -----------$20.000 $2.500 $1. www.33% $39.500 $0 $2.000 $1.com 1-800-229-7526 Page 5 .00% Feb $3.50% ($4.000 $2.500) -55.500 $1.000 57.00% Oct $10.500 57.500 18.000) -20.00% ($5.00% $35.500 $2.000 $0 $2.000 $4.00% ($13.000 -----------$6.000 -----------$19.000 -----------$6.500) -135.500 $10.59% Jun $0 $0 $2.28% $30.33% Dec $0 $0 $0 $1.000 $2.500 $5.00% Apr $10.000 $2.57% $20.000 $7.18% Nov $10.24% ($4.000 41.500 28.000 7.500 97.000 $1.000 $2.000 -----------$10.000 $1.Appendix: Acme Consulting Table 4.500) -13.000 -----------$25.00% Mar $3.00% Jul $0 $0 $2.500 $5.000 -----------$25.000 -----------$12.000 $1.000 $2.000 $1.500 $2.000 $1.27% This sample plan produced in Marketing Plan Pro™ software.500 52.000 $5.000 88.000 $1.000 60.000 $7.000 $1.14% Sep $15.000 $10.00% $45.500 30.000 $0 $5.500 23.000 -----------$13.000 10.000 $2.000 $2.000 -----------$41.500 125.000 $1.000 $4.3 Marketing Expense Budget Marketing Expense Budget Advertising Graphics and Printing Public Relations Travel Websites Other Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales Jan $3.paloalto.000 $2.000 $10.57% $7.000 $1.000 -----------$30.000 $1.000 -----------$4.00% Aug $0 $0 $2.000 62.000 $0 $2.000 $1.500 13.24% May $3.500 $0 $10.000 $1.500 14.500 $5.500 $5.000 $1.27% $31.000 43.00% $31.500 205.

000 $1.500 $2.125 Mar $4.000 $18.000 $1.000 $3.400 $12.625 Sep $6. www.250 Oct $6.125 Feb $4.200 $4.000 $1.500 $1.000 $2.3.1 Expenses by Partner Expenses by Expenses Hernandez Wong Anderson Other Total Average Jan $4.000 $26.700 $4.000 $8.000 This sample plan produced in Marketing Plan Pro™ software.500 $3.000 $1.300 $25.000 $1.900 $30.000 $1.com 1-800-229-7526 Page 6 .500 $4.500 $4.000 $10.500 $10.375 Nov $5.400 $4.500 $1.375 Jun $4.000 $500 $4.500 $1.Appendix: Acme Consulting Table 4.600 $3.625 Jul $3.600 $3.000 $4.600 $3.500 $3.625 Aug $3.500 May $4.000 $500 $6.400 $25.375 Dec $1.000 $500 $6.500 $6.400 $20.000 $2.900 $19.500 $11.000 $12.875 Apr $4.500 $6.600 $3.500 $3.000 $2.100 $41.400 $13.500 $3.000 $1.paloalto.400 $4.000 $10.500 $3.600 $3.000 $2.500 $5.000 $7.000 $3.

000 May $2.500 $6.000 $0 $3.000 $2.000 $41.000 $4.500 Dec $1.500 $25.500 $3.000 $3.paloalto.000 $22.500 $8.3.500 $4.000 $1.500 Jun $2.500 $6.000 $3.167 Feb $3.000 $1.000 $30.000 $3.167 Sep $7.Appendix: Acme Consulting Table 4.500 $12.500 $6.000 $14.000 $1.000 $4.000 $7.000 $10.000 $13.500 Apr $5.500 $2.000 $15.500 Jul $1.000 $30. www.000 $9.000 $4.500 $20.500 $4.500 Nov $4.000 $1.500 $25.000 $1.667 Oct $4.000 $10.2 Expenses by Segment Expenses by Expenses Mainline Hardware Communication Other Total Average Jan $2.167 Aug $1.500 $10.000 $4.500 $13.500 $6.500 $2.000 $18.333 This sample plan produced in Marketing Plan Pro™ software.000 $2.com 1-800-229-7526 Page 7 .500 $8.500 $19.833 Mar $3.000 $18.000 $1.

000 $1.700 $25.500 $1.Appendix: Acme Consulting Table 4.000 $19.167 Aug $3.000 $2.500 Jul $4.000 $25.500 $1.000 $6.000 $3.500 $12.500 $2.000 $13.500 $8.667 Oct $10.000 $10.500 Nov $9.000 $4.000 $20.500 Dec $2.000 $7.000 $25.500 $2. www.000 $1.500 $5.paloalto.500 $2.000 May $9.com 1-800-229-7526 Page 8 .333 This sample plan produced in Marketing Plan Pro™ software.500 $4.500 $6.500 Apr $10.000 $1.000 $9.3.500 $41.500 $2.000 $4.500 $4.500 $4.000 $6.500 $30.500 $8.000 $1.500 $6.500 $3.3 Expenses by Region Expenses by Expenses US Europe Other Total Average Jan $6.000 $10.500 Jun $5.800 $5.000 $10.500 $2.500 $5.000 $1.000 $3.167 Feb $9.000 $10.833 Mar $10.500 $2.000 $15.167 Sep $10.000 $13.

00% Jan $3.5 Contribution Margin Contribution Margin Sales Direct Cost of Sales Other Variable Costs of Sales Total Cost of Sales Gross Margin Gross Margin % Marketing Expense Budget Advertising Graphics and Printing Public Relations Travel Websites Other Total Sales and Marketing Expenses Percent of Sales Contribution Margin Contribution Margin / Sales Jan $10.33% $39.000 7.500 $10.500 $5.00% Aug $35.500 $15.000 70.000 $2.24% ($4.500 $500 -----------$3.000 -----------$6.500 18.000 $0 $10.000 -----------$25.000 $8.000 $1.000 $44.000 $500 -----------$24.28% $30.000 $2.000 $1.000 $10.500 64.000 $2.500 205.500 $1.00% Oct $85.000 $8.500 $55.000 -----------$25.000 $0 $2.500 75.000 $500 -----------$4.500 30.00% $45.000 $500 -----------$8.000 $4.000 $0 $5.500 $500 -----------$3.500 75.18% Oct $10.000 $500 -----------$19.00% Apr $10.27% $31.com 1-800-229-7526 Page 9 .500 $5.000 $500 -----------$25.000 $500 -----------$8.00% Jul $0 $0 $2.500 $5.000 -----------$13.000 -----------$19.500 71.00% Jul $50.18% Nov $90.57% $7.000 $7.000 $19.00% ($5.500 $500 -----------$14.500) -135.000 $12.59% Jun $75.000 $19.000 58.000 $1.000 $2.14% Sep $70.000 -----------$10.500 $26.000 $1.000 $1.00% Jun $0 $0 $2.000 10.000 $13.500 $64.000 $2.000 62.000 $10.000 $7.500 $60.000 $1.00% Feb $3.000 $0 $2.000 $1.000 -----------$41.500 $1.000 -----------$4.000 $2.000 $7.500 $2.57% Sep $15.500 97.500 $500 -----------$22.500 $0 $2.500 $5.500 77. www.000 $1.000 $2.000 68.500 52.000 $48.000 $2.000 -----------$20.71% Aug $0 $0 $2.000 $1.67% Nov $10.00% Apr $34.500 23.000 75.00% Mar $20.000 $1.50% ($4.500 125.57% $20.000) -20.000 41.000 $500 -----------$12.27% This sample plan produced in Marketing Plan Pro™ software.50% Mar $3.500 $0 $10.000 $4.000 $2.000 -----------$6.000 -----------$12.000 $24.00% $35.55% Dec $0 $0 $0 $1.000 $25.000 60.33% Dec $55.000 70.500 $35.000 $5.500 $2.000 $2.00% $31.000 -----------$30.500 74.000 $4.000 57.000 $1.paloalto.000 43.500 13.Appendix: Acme Consulting Table 4.00% Feb $10.00% ($13.500 75.500 $25.500) -13.000 $2.000 $1.000 $7.500) -55.86% May $3.000 $1.500 57.000 $1.000 88.24% May $58.500 71.500 14.500 28.000 $500 -----------$19.500 $37.000 $21.