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au Marketing plan template and guide
A good marketing plan helps you identify your customers and competitors and develop a strategy to make your business stand out. The business.gov.au Marketing Plan template steps you through the process of creating a solid, well-structured plan tailored to your business. New !reate your marketing plan on your iPad by downloading our free MarketMy"i# iPad App. $earch %MarketMy"i#& in the App $tore now

!opies of the latest version of this template and guide can be downloaded from www.business.gov.au'plans. (f you need further information, assistance or referral about a small business issue, please contact the $mall "usiness $upport )ine on 1800 77 7275.

business.gov.au

Marketing plan guide

How to use this template
"efore you complete this marketing plan template and start using it, consider the following* 1. Do your research. +ou will need to make ,uite a few decisions about your business including structure, marketing strategies and finances before you can complete the template. "y having the right information to hand you also can be more accurate in your forecasts and analysis. 2. Determine who the plan is for. -oes it have more than one purpose. /ill it be used internally or will third parties be involved. -eciding the purpose of the plan can help you target your answers. (f third parties are involved, find out what are they interested in. . Do not attempt to fill in the template from start to finish. 0irst decide which sections are relevant for your business and set aside the sections that don&t apply. +ou can always go back to the other sections later. !. "se the #italicised text$. The italicised te1t is there to help guide you by providing some more detailed ,uestions you may like to answer when preparing your response. Please note: (f a ,uestion does not apply to your circumstances it can be ignored. 5. "se the marketing plan guide. The marketing plan guide below contains general advice on marketing planning and a complete overview with details on each ,uestion asked in the marketing plan template. %. &et some help. (f you aren&t confident in completing the plan yourself, you can enlist the help of a professional 2i.e. 3nterprise !onnect !entre, "usiness 3nterprise !entre, business adviser or accountant4 to look through your plan and provide you with advice. 7. 'rite your summary last. 5se as few words as possible. +ou want to get to the point but not overlook important facts. This is your opportunity to sell yourself. "ut don&t overdo it. +ou want third parties to ,uickly read your plan, find it realistic and be motivated by what they read. 8. (e)iew. (e)iew. (e)iew. +our marketing plan is there to make a good impression. 3rrors will only detract from your professional image. $o ask a number of impartial people to proofread your final plan. *. +rint. "efore you print a copy of your completed marketing plan, ensure you delete the first section containing the guide as well as the 6italicised text7. To print a copy, select the Printer icon on the toolbar, or select 0ile then Print on the main menu.

$can to watch our marketing plan video*

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ectives proposed budget timing. !heck if your local "3! or state business agency hosts a marketing planning workshop near you.business. =aving your plan up to date can keep you focussed on where you are heading and ensure you are ready when you need it again. !ontact an 3nterprise !onnect centre for help with planning. accountant or solicitor for advice. includes deadlines.ectives. What to do. A plan can consist of these elements* • • • • • • analysis of your current market your business ob. $earch for networking.au Marketing plan guide Marketing Plan 9uide Marketing planning A marketing plan assists you to integrate your total marketing effort. Page > . mentoring or training events and seminars on the business. growing.ectives and how you:ll achieve them. realistic and measurable ob. skills development.au 3vents calendar. A good marketing plan sets clear.gov. !ontact a business adviser.ectives key strategies steps to achieving your ob. (t ensures a systematic approach to developing products and services to meet and satisfy your customers& needs.      !ontact your nearest "usiness 3nterprise !entre 2"3!4 for free advice and support. As your business changes many of the strategies in your plan will need to evolve to ensure you business is still heading in the right direction.gov. <egular review Marketing planning is an ongoing business activity.. competitiveness and productivity. <emember that your marketing plan should remain an ongoing process throughout the life of your business. provides a budget and allocates responsibilities. /hen you:re writing a marketing plan you need to be clear about your ob..

!ontact a business adviser. growing. promote your business through new contacts and learn key skills from other businesses.      !ontact your nearest "usiness 3nterprise !entre 2"3!4 for assistance with your planning process.gov. These services can provide general advice. accountant or solicitor for advice.. workshops. "y developing networks.aking on a mentor or -usiness coach Participating in mentoring or coaching programs can help you develop a greater understanding of business processes and practices. . start or grow your business. competitiveness and productivity.au 3vents calendar.au Marketing plan guide Advice ? support There are a number of government services available to help you plan. innovation. !heck if your local "3! or state business agency hosts a marketing workshop near you. !ontact an 3nterprise !onnect centre for help with planning. +ou may also find it useful to attend networking events to help e1pand your business. $earch for networking. skills development. you can keep up to date on industry and local information. What to do. . and e.business. marketing.ttending -usiness e)ents $mall business workshops and seminars are run regularly in most areas of Australia..uip you with the skills you need to grow and improve your business. employing staff and e1porting. mentoring or training events and seminars on the business. Page @ . and can even match you with a mentor or business coach. seminars and networking events. and deal with issues such as planning.gov.

au Marketing plan guide Template overview This template overview provides details on each .65 +repared . e. 3nter your main business address. you can refer to the relevant .business. please remember to update the table of contents to reflect the changes.itle page /uestion 2nsert your -usiness logo 3our name 3our title 4usiness name Main -usiness address 01planation Adding a logo helps give your business a more professional image.uestion in your marketing plan. (f you have changed this template in any way.uestion below to help guide your answer. 3nter multiple names if there are multiple owners. 3nter your Australian "usiness Number. 3nter the business owner:s name.gov. /hen you start answering a . The titles of the business owner2s4 listed above. . Anly fill this in if you are a company. The date you finished preparing your marketing plan. More information Bisit our <egister your business name page. .uestion asked throughout the marketing plan template as well as links to further information. Awner'Manager 3nter your business name as registered in your state'territory. 3nter your Australian !ompany Number. Bisit our <egister your company page.g. . This can be your home address if you are a home-based business or your head office if you have more than one location.45 Bisit our <egister for an Australian "usiness Number 2A"N4 page. (f you are a business and have registered for an A"N enter it here.a-le of 6ontents Page C .

3nter your main business location such as your city'town. "riefly outline your e1perience and'or years in the industry and any ma. page. (f you have not registered your business name. /uestion .45 3nter your Australian "usiness Number 2A"N4. "riefly describe the location and space occupied're. The date you started trading. add your proposed business name.gov. /hether it was the date you opened your doors or the date your purchased business opened its doors. Bisit our <egister your company page. (f you are a business and have registered for an A"N enter it here. +our answers should briefly summarise your more detailed answers provided throughout the body of your plan. 4usiness structure . (s your business a sole trader. Bisit our <egister for an Australian "usiness Number 2A"N4 page. Anly fill this in if you are a company.he 4usiness 4usiness name 01planation More information 3nter your business name as registered in your state'territory. 4usiness location Date esta-lished 4usiness owner7s8 (ele)ant owner e1perience Bisit our Am ( ready. partnership. .65 3nter your Australian !ompany Number 2A!N4. Bisit our /hich business structure should ( choose. trust or company.au Marketing plan guide Marketing plan summary +our marketing summary should be no longer than a page and should focus on why your business is going to be successful. page.uired.business.or achievements'awards. Bisit our <egister your business name page. )ist the names of all business owners. Page D .

arget market /ho are you selling to. (t should state clearly what your overall goals for the business are. Page E .he :uture . More information . These answers should briefly summarise your answers under the main products'services section. &oals9o-<ecti)es .he Market . To keep it brief you may prefer to use dot points in your summary. Bisit our <esearching your market page.business. =ow do you intend to attract customers. Bisit our =ow do ( promote my business. /hat activities will you undertake to meet them. This answer should briefly summarise your answers under the main Market section. =ow and why will this work. /hat are your short and long term goals.gov. /hat is the anticipated demand for your products'services.ision statement The vision statement briefly outlines your future plan for the business. page. This answer should briefly summarise your answers under the main Market section.au Marketing plan guide /uestion +roducts9ser)ices 01planation /hat products'services are you selling. /hy would they buy your products'services over others. Marketing strategy =ow do you plan to enter the market.

analysis =.uick idea of your current financial position.he finances 01planation More information "riefly outline your sales forecast. >pportunity? 2e.he :inances . . /eaknesses. 01planation More information =. 'eakness? 2e. new competitor entering the market4. the activities you will undertake to reduce'address each and the date of e1pected completion. /here you are heading financially and how much you need to get there.hreat? 2e.T4 in the table supplied. Page F .g.>. =ow long has it been operating./. They should give the reader a .'.business. +ou can provide more detail in the main 0inances section. analysis ta-le )ist each of your businesses $trengths.. +our answers can be .he 4usiness /uestion 4usiness o)er)iew 4usiness o)er)iew /ho are the current business owners.. acti)ity sheet =trengths? 2e. location of your business4.'. /hat does the business do'sell.. /here will you obtain these funds..g. . page.>. )ist each weakness'threat.gov.. new e1port opportunity available4.g.. /hat portion will you be seeking from other sources.au Marketing plan guide /uestion . /here it is located.g.>. Bisit our =ow do ( manage my finances. =ow much money will you need upfront. Apportunities or Threats 2$. =ow much of your own money are you contributing towards the business.'.A. e1perience in the industry4.uite brief in the summary. 0or e1ample*     =.

how much will an individual customer buy in D months or G8 months. 0or e1ample. /here do your products'services fit in the market. To help you determine this growth potential.business. To help you develop your pricing strategy.gov.alue to customer &rowth potential =ow do your customers value your products'services. -ownload the $ocial Trends series from the Australian "ureau of $tatistics website. market position. -o you have a particular pricing strategy. you will also need to adhere to any relevant fair trading legislation or codes of conduct. /hat is the anticipated . =ow will your products'services succeed in the market where others may have failed. you could refer to your region'industry research to get an idea of any industry'regional growth that could affect your business in a positive way. /hatever strategy you use when setting your price. "ni@ue selling position . +ou could also look up any social trends that may have a positive affect on your business. /hat gives your products'services a distinctive edge. anticipated demand and costs'e1penses to get an idea. lu1ury or something in between.nticipated demand +ricing strategy . Are they a necessity. you could refer to your customer research. competitive or a low-cost alternative to the products'services offered by your competitors. Bisit our 0air trading laws page for your state fair trading office contact details. Provide a description and unit price 2including 9$T4 amount for each. Are they high-end. Page H .au Marketing plan guide /uestion +roduct9ser)ices +roduct9ser)ices ta-le Market position 01planation More information )ist each product'service your business currently offers. /hat will drive this growth.uantity of products'services your customers are likely to purchase. =ow does this compare to your competitors. /hat is the anticipated percentage growth of the product in the future. /hy have you chosen this strategy.

e.au Marketing plan guide /uestion 01planation More information =ales9marketing personnel =ales9marketing personnel ta-le )ist your current staff in the table provided. name of the employee in the position and the main responsibilities related to the position.ision statement Mission statement &oals9o-<ecti)es 01planation /hat is your business: vision statement. /hat makes your business stand out from your competition. Bisit our 3mploying people topic. how will you achieve your vision4.he :uture /uestion .business. More information . /hat differentiates your product'service from others in the market.ue in the market. /hat activities will you undertake to meet them.gov.he Market /uestion "ni@ue selling position 01planation =ow is your business uni. . /hat are your short ? long term goals. /hat product gap or service need does it fill for your customers. +ou may also like to attach a copy of their resume to the back of your plan. /hat is your business: mission statement 2i.ob title. More information 3our customers9clients Page GI . (t should briefly outline your future plan for the business and include your overall goals. Autline each .

3our competitors 3our competitors 6ompetitor details ta-le =ow do you rate against your competitors. activities. /hy they would do business with your competitor. 2These can be large consumers of your products or individuals whose satisfaction is key to the success of your business.   Page GG . =ave you introduced customer service standards. 0or each competitor enter*      6ompetitor? !ompetitor name. Market share 7C8? 3stimated percentage of market share. -o you follow any particular code of practice. =iBe? Number of staff and'or turnover. /hat are their lifestyles.gov. .alue to customers? 5ni. =ow can your business improve on what they offer.ues will you use. )ist at least C competitors in the table. Aey customers 6ustomer management Bisit our !ustomer service page. 'eaknesses? /hat are your competitor:s main weaknesses. 0or e1ample* convenience. price or service.uality. values. /hat techni. =ow will you deliver your product'service to them.4 =ow will you target your products'service to them. needs.au Marketing plan guide /uestion 6ustomer demographics 01planation -efine who your target customers are and how they behave. More information -ownload the $ocial Trends series from the Australian "ureau of $tatistics website. education and attitudes. . =ow will you maintain a good relationship with your customers. /here are they located.business. (dentify your key customers. Bisit our !odes of Practice page. =trengths? /hat are your competitor:s main strengths. social status.ue value to customers. 0sta-lished date? /hen were they established. interests or opinions. =ow will you keep your customers coming back. +ou can include age. gender.

industry and environment'energy statistics.uestionnaire. 0or e1ample. /hat growth potential is available and where do you fit in. Bisit the Australian "ureau of $tatistics National <egional Profile page. /hat e1ternal factors will affect your customers. (s the region:s economy stable. (s the area e1periencing population growth. Are there seasonal variations. (f so. population'people. /hat .uantity of your products'services do you plan to sell in a planned timeframe. These targets need to be realistic and achievable.business. A good place to start when researching your regional profile is the Australian "ureau of $tatistics website. you may set yourself a goal of selling G III products in G8 months. Are they monthly or yearly targets. Are there long-term employers in the area. -etail the results of the market research you have performed. -id you use a survey'. The regional profile information includes economy.uestionnaire to the back of this plan. =ow will the market'customers change when you enter the market. /hat recent trends have emerged in the market.au Marketing plan guide /uestion Market research 01planation /hat statistical research have you completed to help you analyse your market. you may like to attach a copy of your survey'.gov. /hat is the si#e of the market. Market targets 0n)ironmental9industry analysis Bisit our Market research ? statistics topic. Autline your planned sales targets. More information Bisit our <esearching your market page. Page G8 .

6ost 7D8? /hat is the cost of each planned activity. website. media release. More information Bisit our Marketing ? advertising page. branding and artwork. +erson responsi-le? /ho is responsible for completing this task. media release. +romotional strategy? /hy have you decided to use this promotion'advertising type. or publications and catalogues. $M$. 0or each marketing activity'milestone*  Marketing acti)ity9milestone? Print advertising.au Marketing plan guide /uestion Marketing strategy 01planation /hat is your overall marketing strategy. Print media advertising. mail-out. mail-out.business.d)ertising E sales . social media campaign or event4. Bisit our Marketing ? advertising page. blog'social media. online advertising. =ow and when will you use it. =uccess indicator? /hat indicator' measurement result will need to be met before this activity is considered a success. public relations. . giveaway. giveaway. /ho will upkeep your social media presence.     . 01pected -usiness impro)ement? =ow do you e1pect it will improve your business success. online advertising.arget date? /hen do you e1pect to complete each activity. /hat steps or activities will you undertake to achieve your goals'ob. /hat is your strategy behind this. event.     Page G> .g.d)ertising and promotional strategy ta-le 0or each promotion'advertising*  +lanned promotion9ad)ertising type? /hat is the promotion'advertising type being used 2e. 6ost 7D8? 3stimated cost of activity. Date of e1pected completion? /hen do you e1pect to complete the marketing activity.ectives.gov.

Distri-ution strategy? /hy have you decided to use this channel type. +ercentage of sales? /hat percentage of overall sales do you e1pect to sell via this channel. "logs. More information =ales strategy =ales and distri-ution channels ta-le Bisit our Marketing ? advertising page.. /hat are your strategies behind these techni. =ow and when will you use it. -o you have internal staff or would you need to engage an e1ternal organisation.ues.g. /hat is the strategy behind using this channel type for this particular product'service. 0acebook etc4.business. Page G@ . internet. /hat social media tools do your customers use 2e. Twitter. e1port or wholesale4.au Marketing plan guide /uestion =ocial media strategy 01planation /hat do you want to achieve'communicate 2brand awareness.g. online sales etc4. /ho will upkeep your social media presence. $hopfront. direct mail. +roducts9ser)ices? )ist all the products'services sold via this channel.ues do you use. =ow is this different'better than your competitors. /hat strategies can you use to network and communicate effectively with these customers. 0or each channel enter*     6hannel type? /hat channel will you be using 2e. /hat sales techni.gov.

.business. /hen you double click on the table you can edit these items by removing or adding rows and typing in your own items.business. (f you are adding or removing rows please double-check your figures to ensure the total formulas have been preserved. start-up. "sing the ta-le The marketing budget table contains a list of suggested marketing items a typical business may use.gov. -o your prices take into account any seasonal variation to your suppliers& costs. -oes this price take into account all your costs including personal.au/businessplan can provide you with a start-up costing. /hat are your e1pected sales. you should rely heavily on your financial statements and projections.otal formulas /hen you add your costs.au Marketing plan guide . please feel free to remove the table supplied and attach your own.au Business plan template available at www. More information 01pected sales Marketing -udget #30. cash flow and a break-even analysis template.ttach your own (f you have your own marketing budget or your accountant has already prepared one.gov. /uestion +rice 01planation /hat price have you determined for your products'services. =ave you also allocated a profit margin in your costing. The business. balance sheet profit and loss. +lease note? The table assumes all figures are 9$T inclusive. the table will automatically total your items at the bottom of the sheet. .he :inances To complete the finances portion of this marketing plan. /hat price will your target market bear. cash flow and working capital. you can always attach it to the back of the plan and make reference to it from this section. (f it is a large sheet. Are there seasonal influences. /hen do you hope to achieve these figures.gov. operational.($ ta-le Page GC . <emember to clearly display the year in the heading.

More information Page GD . Monitoring methods? /hat tools did you use to measure'monitor the impact of your marketing activities. online advertising. )ist the details of each review in the table provided. giveaway. /hat were your sales'profit figures. customer survey'.gov.au Marketing plan guide Monitoring9measurement acti)ities /uestion Monitoring9 measurement acti)ities ta-le 01planation <eviewing the impact of your marketing should be a periodic activity. media release. =ow many visitors to your website. website. These may include resumes. More information    =upporting documentation /uestion =upporting documentation 01planation )ist all of your attachments here. Month'+ear or D monthly4. public relations. event. 0or each marketing activity*  Marketing acti)ity? Print advertising. (e)iew outcomes? /hat were the results for the promotional period.uestionnaire and'or financial documents.business.g. blog'social networking. =ow many new'repeat customers did you receive. Date of re)iew? 2e. branding and artwork. or publications and catalogues. mailout.

65? 6#& 7 6Business ame7 Marketing Plan +repared? 6'ate prepared7 Page G .6Business ame7 Marketing Plan 6!"#$7 #INSERT YOUR BUSINESS LOGO$ 6!our ame7 6!our Title7 6Business ame7 6%ain Business #ddress7 .45? 6#B 7 .

....................................C Advertising ? sales.............................................................. ......................................................................................................................................% Monitoring9measurement acti)ities.................................> 9oals'ob......................................................................................................................................................................he 4usiness...................................................................E Page 8 ............................................@ Market research ............................................................................................he Market....................................................../..............8 ..................................................> The 0inances..........................................................................@ Market targets..........................................................@ Marketing strategy.......C ...................................6Business ame7 Marketing Plan 6!"#$7 Table of !ontents ...........> +our competitors......................8 Products'services..............................................................................T...........................> The 0uture.........> +our customers'clients............................................................... Bision statement.................................................8 Marketing budget 6+3A<7..............................................> The Market.........................................................................he :inances..................................A............................he :uture..................................................@ 3nvironmental'industry analysis...................................................................................................................................... activity sheet........................../.....ectives......................G $....................A.........................8 $ales'marketing personnel............. analysis..........................T.....G $..................................................> "usiness overview............................................................................................1 .....................C The "usiness....................................................> Mission statement.......

7 4usiness owner7s8? 6*ist all of the business owners.ision statement? 6The vision statement briefly outlines your future plan for the business. add your proposed business name. 7 &oals9o-<ecti)es? 6+hat are your short and long term goals.65? 6$egistered #ustralian &ompany umber.7 4usiness location? 6%ain business location7 Date esta-lished? 6The date you started trading.7 umber. if applicable. +hat activities will you undertake to meet them.45? 6$egistered #ustralian Business . -ow much of your own money are you contributing towards the business. +here will you obtain these funds from. trust.7 +roducts9ser)ices? 6+hat products/services are you selling. +hy would they buy your products/services over others. +hat portion of funds will you be seeking from other sources.7 The 0inances 6Briefly outline your sales forecast. company.arget market? 6+ho are you selling to.7 (ele)ant owner e1perience? 6Briefly outline your experience and/or years in the industry and any major achievements/awards. 7 4usiness structure? 6)ole trader. -ow do you intend to attract customers.6Business ame7 Marketing Plan 6!"#$7 Marketing +lan =ummary 6Please complete this pa e last$ 6!our marketing summary should be completed last and should be no longer than a page focussing on why your business is going to be successful. (t should state clearly what your overall goals for the business are. -ow and why will this work.7 Page > . +hat is the anticipated demand for your products/services. -ow much money will you need up-front.7 The 0uture .7 The "usiness 4usiness name? 6"nter your business name as registered in your state/territory. (f you have not registered your business name. 7 Marketing strategy? 6-ow do you plan to enter the market.7 The Market . partnership. !our answers below should briefly summarise your more detailed answers provided throughout the body of this plan.7 .

hreats Page G ./.6Business ame7 Marketing Plan 6!"#$7 . analysis 6*ist each of your businesses )trengths.A. +hat products/services does the business provide.7 $. -ow long has it been operating.T.pportunities or Threats /). +here it is located. ..T..+. +eaknesses.he 4usiness "usiness overview 6+ho are the current business owners. 7 =trengths 'eaknesses >pportunities .0 in the table below.

activity sheet 6. .7 $ales'marketing personnel Fo.6Business ame7 Marketing Plan 6!"#$7 $.1 =.7 +ricing strategy? 6'o you have a particular pricing strategy.'.7 Page 8 .T..7 .nticipated demand? 6+hat is the anticipated 5uantity of products/services your customers are likely to purchase.>. %arketing/ )ales %anager7 5ame 6%r &hris Brantley7 (esponsi-ilities 6+hat are the main responsibilities of this position.alue to customer? 6-ow do your customers view your products/services.A.+.utline how and when you plan to address each of the weaknesses/threats from your ). +hat gives your products/services the edge.. #re they a necessity. luxury or something in between.g. competitive or budget. -ow does this compare to your competitors. analysis above.cti)ity weakness9 completion threat date Products'services +roduct9=er)ice 62roduct/service name7 Description 6Brief product/service description7 +rice 63nit price including 4)T7 Market position? 6+here do your products/services fit in the market. #re they high-end. 7 "ni@ue selling position? 6-ow will your products/services succeed in the market where others may have failed.. 6or example.1 . +hat will drive this growth.7 &rowth potential? 6+hat is the anticipated percentage growth of the product in the future. how much will an individual customer buy in 7 months or 89 months. +hy have you chosen this strategy.itle 6e.T../.cti)ity to address weakness9threat .

-ave you introduced customer service standards. 7 Mission statement 6+hat is your business: mission statement /i.6Business ame7 Marketing Plan 6!"#$7 . activities. (t should briefly outline your future plan for the business and include your overall goals. +hat are their lifestyles. how will you achieve your vision0.ectives 6+hat are your short . 'o you follow any particular code of practice.1 Aey customers 6(dentify your key customers. education and attitudes. 7 6ustomer management 6-ow will you maintain a good relationship with your customers. needs. -ow will you keep your customers coming back. social status. +hat product gap or service need does it fill for your customers.e. values. +hat makes your business stand out from your competition.0 -ow will you target your products/services to them. 7 9oals'ob. 7 . +hat activities will you undertake to meet these goals.1 +our customers'clients 6ustomer demographics 6'efine who your target customers are and how they behave. long term goals. /These can be large consumers of your products/services or individuals whose satisfaction is key to the success of your business. gender. +here are they located.ue selling position 6-ow is your business uni5ue in the market. interests or opinions. !ou can include age.he Market 5ni. +hat techni5ues will you use. -ow will you deliver your products/services to them.he :uture Bision statement 6+hat is your business: vision statement. Page > . +hat differentiates your product/service from others in the market.

you may like to attach a copy of your survey/5uestionnaire and findings to the back of this plan. #re there long-term employers in the area.1 6ompetitor 6&ompetitor name7 0sta-lished date 6+hen were they established. (f so. +hat 5uantity of your products/services do you plan to sell in a planned timeframe. 7 Market targets 6.g. #re there seasonal variations. (s the region:s economy stable.7 =iBe 6 umber of staff and/or turnover7 Market share 7C8 6"stimated percentage of market share7 . 5uality. +hat external factors will affect your customers. (s the area experiencing population growth. +hat recent trends have emerged in the market.7 Market research 6+hat research have you completed to help you analyse your market. -ow can your business improve on what they offer.7 3nvironmental'industry analysis 6'etail the results of the market research you have performed. +hat is the si>e of the market.7 'eaknesses 6+hat are your competitor:s main weaknesses.7 =trengths 6+hat are your competitor:s main strengths.6Business ame7 Marketing Plan 6!"#$7 +our competitors 6-ow do you rate against your competitors. #re they monthly or yearly targets. convenience.1 6ompetitor details <*ist at least = competitors in the table below. +hat growth potential is available and where do you fit in. 'id you use a survey/5uestionnaire.utline your planned sales targets. -ow will the market/customers change when you enter the market. price or service. 7 Page @ .alue to customers 63ni5ue value to customers. e.

1 +erson responsi-le <+ho is responsible for completing this task. mail-out. +hat steps or activities will you undertake to achieve your goals/objectives. public relations. +hat is your strategy behind this. mail-out.1 6ost 7D8 <"stimated cost of activity.g.7 6ost 7D8 <"stimat ed cost of activity. -ow and when will you use it. giveaway. giveaway. online advertising. social media campaign or event. online advertising. 'ec ?@7 =ocial media strategy Page C . website. media release.arget date 6e.1 .1 Date of e1pected completion <+hen do you expect to complete the marketing activity. branding and artwork. +ho will upkeep your social media presence.d)ertising and promotional strategy +lanned promotion 9ad)ertising type 62rint media advertising. or publications and catalogues.7 +romotional strategy <+hy have you decided to use this promotion/advertising type.1 Marketing acti)ity9milestone <2rint advertising. blog/social media.1 =uccess indicator <+hat indicator/ measurement result will need to be met before this activity is considered a success.1 Advertising ? sales . event. )%). media release.1 01pected -usiness impro)ement 6-ow do you expect it will improve your business success.6Business ame7 Marketing Plan 6!"#$7 Marketing strategy 6+hat is you overall marketing strategy.

Twitter. operational.he :inances 6To complete the finances portion of this marketing plan. direct mail.7 Price 6+hat price have you determined for your products/services.gov. 7 =ales and distri-ution channels 6hannel type 6e.g. -ow and when will you use it. export or wholesale. cash flow and a break-even analysis template . 7 Page D .7 +roducts9ser)ices <*ist all the products/services sold via this channel7 +ercentage of sales 7C8 6+hat percentage of overall sales do you expect to sell via this channel.au Business plan template available at www. 'o your prices take into account any seasonal variation to your suppliersB costs. )hopfront.7 .au/businessplan can provide you with a start-up costing. Blogs. +hat price will your target market bear. +ho will upkeep your social media presence A do you have the internal staff or would you need to engage an external organisation 7 =ales strategy 6+hat sales techni5ues do you use.business. +hat strategies can you use to network and communicate effectively with these customers.g. #re there seasonal influences. internet.gov.7 Distri-ution strategy 6+hy have you decided to use this channel type. -ave you also allocated a profit margin in your costing. +hat social media tools do your customers use /e.6Business ame7 Marketing Plan 6!"#$7 6+hat do you want to achieve/communicate /brand awareness. balance sheet profit and loss. +hat is the strategy behind using this channel type for this particular product/service. start-up. +hat are your strategies behind these techni5ues. +hen do you hope to achieve these figures. cash flow and working capital. -ow is this different/better than your competitors. 'oes this price take into account all your costs including personal.1 31pected sales 6+hat are your expected sales. 6acebook etc0. online sales etc0. you should rely heavily on your financial statements and projections. The business.

II KI.II KI.II KI.II KI.otal 6'ouble-click the table below to enter your details or attach your own budget at the back of this business plan.II KI.II KI.II KI.6Business ame7 Marketing Plan 6!"#$7 Marketing budget 6+3A<7 2tem Marketing9promotion Marketing agency <adio advertising Television advertising Print advertising Anline advertising $ocial media /eb search optimisation Mailouts 9iveaways 3vents "randing ? artwork Merchandising Publications !atalogues MoreJ Marketing9 promotion total >ther <esearch Travel Postage Administration (ncidentals MoreJ >ther total .II KI.II KI.II KI.ug =ep >ct 5o) Dec KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.II KI.pr May Fun Ful .II KI.II KI.II Page E .II KI.II KI.II KI.II KI.II KI.II KI.II KI. 7 Fan :e- Mar .

6Business ame7 Marketing Plan 6!"#$7 Monitoring9measurement acti)ities 6$eviewing the impact of your marketing should be a periodic activity. *ist the details of each review in the table below. branding and artwork.g. blog/social media. -ow many new/repeat customers did you receive. website. %onth/!ear7 Monitoring methods 6+hat tools did you use to measure/monitor the impact of your marketing activities. public relations. online advertising. event. 7 Marketing acti)ity <2rint advertising. +hat were your sales/profit figures.7 (e)iew outcomes <+hat were the results for the promotional period. giveaway.1 Date of re)iew 6e. media release. or publications and catalogues.7 Page F . mail-out. -ow many customers visited your website.

These may include resumes. customer survey/5uestionnaire and/or financial documents.6Business ame7 Marketing Plan 6!"#$7 $upporting documentation Attached is my supporting documentation in relation to this business plan.7 Page H . The attached documents include*  6*ist all of your attachments here.

4log Lis a shortened word for /eblog 2see /eblog4. .g.658 L the number allocated by the Australian $ecurities and (nvestments !ommission 2A$(!4 when you register a company under !orporations )aw.a1 7&=. Posts typically include thoughts. My$pace. observations. customers. 6ontract L a legally enforceable agreement made between two or more parties. whether it is a message to be communicated or a physical product to be delivered. Domain name L a name that identifies an organisation:s address on the internet. links. )inked(n4 and online collaboration tools often used to e1pand your network'market reach or collaborate on a large scale.g. 'e-log L 2also known as a "log4 an individual:s or organisation:s online website displaying a reverse-chronological list of entries 2known as posts4.uality products'services. 0acebook. A /eblog is publically available and allows readers to comment on posts. online networks 2e.ective with a target date.ustralian 4usiness 5um-er 7. images or videos. either a website address 2the domain name follows the :www:4 or an email address 2the domain name follows the :M: symbol in the email address4.8 L a broad-based ta1 of GI per cent on the sale of most goods and services in Australia. HighGend H usually refers to e1pensive or high . 6hannel L a way of delivering something to its destination. Page GI .6Business ame7 Marketing Plan 6!"#$7 &lossary .458 L a single identifying number used when dealing with other businesses and the Ta1 Affice. Demographics L the characteristics of a segment of the population. Market position L refers to the position an organisation. "ni@ue selling position L a characteristic of a business or a product'service that sets it apart from the competition. =ocial media L a group of technology including "logs. &oods and =er)ices . Milestone L a goal or ob. Mission statement H is a statement outlining how an organisation intends on achieving its vision. product or service has in the market.ustralian 6ompany 5um-er 7. . A contract may be a verbal contract or a written contract 2or may be partly verbal and partly written4. usually in relation to its competition. promotions. e. Twitter.ision statement L an inspiring statement that e1presses an organisation:s main ambitions'goals.

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