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Marketing plan template and guide

business.gov.au
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 tablet by downloading our free MarketMy"i#
tablet app. $isit www.business.gov.au%apps 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 business issue, please
contact business.gov.au on '( )* +,.
business.gov.au Marketing Plan -uide
How to use this template
"efore you complete this marketing plan template and start using it, consider the
following.
'. Do your research. /ou will need to make 0uite 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.
). Determine who the plan is for. 1oes it have more than one purpose2 3ill it be
used internally or will third parties be involved2 1eciding 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. 4irst decide which
sections are relevant for your business and set aside the sections that don5t apply.
/ou can always go back to the other sections later.
+. Use the [italicised text]. The italicised te6t is there to help guide you by
providing some more detailed 0uestions you may like to answer when preparing
your response. Please note: &f a 0uestion does not apply to your circumstances it
can be ignored.
7. Use the marketing plan guide. The marketing plan guide below contains general
advice on marketing planning and a complete overview with details on each
0uestion asked in the marketing plan template.
,. Get some help. &f you aren5t confident in completing the plan yourself, you can
enlist the help of a professional 8i.e. "usiness 9nterprise !entre, business adviser or
accountant: to look through your plan and provide you with advice.
;. Write your summary last. <se 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
don5t overdo it. /ou want third parties to 0uickly read your plan, find it realistic and
be motivated by what they read.
*. eview. eview. eview. /our marketing plan is there to make a good
impression. 9rrors 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 ?italicised text@. To print a copy,
select the Printer icon on the toolbar, or select 4ile then Print on the main menu.
"arketing plan guide
Marketing planning
A marketing plan assists you to integrate your total marketing effort. &t ensures a
systematic approach to developing products and services to meet and satisfy your
customers5 needs.
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business.gov.au Marketing Plan -uide
3hen youAre writing a marketing plan you need to be clear about your obBectives and
how youAll achieve them. A good marketing plan sets clear, realistic and measurable
obBectives, includes deadlines, provides a budget and allocates responsibilities. A plan
can consist of these elements.
analysis of your current market
your business obBectives
key strategies
steps to achieving your obBectives
proposed budget
timing.
Cemember that your marketing plan should remain an ongoing process throughout the
life of your business.
What to do...
!ontact your nearest "usiness 9nterprise !entre 8"9!: for free advice and
support.
!heck if your local "9! or state business agency hosts a marketing planning
workshop near you.
=earch for networking, mentoring or training events and seminars on the
business.gov.au 9vent 4inder.
!ontact a business adviser, accountant or solicitor for advice.
Cegular review
Marketing planning is an ongoing business activity. As your business changes many of the
strategies in your plan will need to evolve to ensure your business is still heading in the
right direction. Daving your plan up to date can keep you focussed on where you are
heading and ensure you are ready when you need it again.
Advice E support
There are a number of government services available to help you plan, start or grow your
business. These services can provide general advice, workshops, seminars and
networking events, and can even match you with a mentor or business coach.
#ttending business events
=mall business workshops and seminars are run regularly in most areas of Australia, and
deal with issues such as planning, marketing, innovation, employing staff and e6porting.
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business.gov.au Marketing Plan -uide
/ou may also find it useful to attend networking events to help e6pand your business. "y
developing networks, you can keep up to date on industry and local information, promote
your business through new contacts and learn key skills from other businesses.
$aking on a mentor or business coach
Participating in mentoring or coaching programs can help you develop a greater
understanding of business processes and practices, and e0uip you with the skills you
need to grow and improve your business.
What to do...
!ontact your nearest "usiness 9nterprise !entre 8"9!: for assistance with your
planning process.
!heck if your local "9! or state business agency hosts a marketing workshop near
you.
=earch for networking, mentoring or training events and seminars on the
business.gov.au 9vent 4inder.
!ontact a business adviser, accountant or solicitor for advice.
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"usiness.gov.au Marketing Plan -uide
$emplate overview
This template overview provides details on each 0uestion asked throughout the marketing plan template as well as links to further
information. 3hen you start answering a 0uestion in your marketing plan, you can refer to the relevant 0uestion below to help guide your
answer.
Title page
%uestion&'ield ()planation "ore information
*nsert business logo Adding a logo gives a more professional image. F
+our name 9nter the business ownerAs name. 9nter multiple names if there are
multiple owners.
F
+our title The titles of the business owner8s: listed above, e.g. Gwner%Manager. F
,usiness name 9nter your business name as registered in your state%territory. $isit our Cegister your business
name page.
"ain business address 9nter your main business address. This can be your home address if
you are a home-based business or your head office if you have more
than one location.
F
#,- 9nter your Australian "usiness Number. &f you are a business and
have registered for an A"N enter it here.
$isit our Cegister for an
Australian "usiness Number
8A"N: page.
#.- 9nter your Australian !ompany Number. Gnly fill this in if you are a
company.
$isit our Cegister your company
page.
!repared The date you finished preparing your =uccession plan. F
$able of .ontents &f you have changed this template in any way, please remember to
update the table of contents to reflect the changes.
F
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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. /our answers
should briefly summarise your more detailed answers provided throughout the body of your plan.
$he ,usiness
%uestion ()planation "ore information
,usiness name 9nter your business name as registered in your state%territory. &f you
have not registered your business name, add your proposed business
name.
$isit our Cegister your business
name page.
,usiness structure &s your business a sole trader, partnership, trust or company2 $isit our "usiness structures
topic.
#,- 9nter your Australian "usiness Number 8A"N:. &f you are a business
and have registered for an A"N enter it here.
$isit our Cegister for an
Australian "usiness Number
8A"N: page.
#.- 9nter your Australian !ompany Number 8A!N:. Gnly fill this in if you
are a company.
$isit our Cegister your company
page.
,usiness location 9nter your main business location such as your city%town. "riefly
describe the location and space occupied%re0uired.
F
Date established The date you started trading. 3hether it was the date you opened
your doors or the date your purchased business opened its doors.
F
,usiness owner/s0 Hist the names of all business owners. F
elevant owner e)perience "riefly outline your e6perience and%or years in the industry and any
maBor achievements%awards.
$isit our 3hat skills do & need to
start a business2 page.
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%uestion ()planation "ore information
!roducts&services 3hat products%services are you selling2 3hat is the anticipated
demand for your products%services2 These answers should briefly
summarise your answers under the main products%services section.
F
$he 'uture
%uestion ()planation "ore information
1ision statement The vision statement briefly outlines your future plan for the
business. &t should state clearly what your overall goals for the
business are. To keep it brief you may prefer to use dot points in your
summary.
F
Goals&ob2ectives 3hat are your short and long term goals2 3hat activities will you
undertake to meet them2
F
$he "arket
%uestion ()planation "ore information
$arget market 3ho are you selling to2 3hy would they buy your products%services
over others2
This answer should briefly summarise your answers under the main
Market section.
$isit our Cesearching your
market page.
"arketing strategy Dow do you plan to enter the market2 Dow do you intend to attract
customers2 Dow and why will this work2
This answer should briefly summarise your answers under the main
Market section.
$isit our Marketing topic.
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$he 'inances
%uestion ()planation "ore information
$he finances "riefly outline your sales forecast. Dow much money will you need
up-front2 3here will you obtain these funds2 3hat portion will you be
seeking from other sources2 Dow much of your own money are you
contributing towards the business2
/our answers can be 0uite brief in the summary. They should give the
reader a 0uick idea of your current financial position. 3here you are
heading financially and how much you need to get there. /ou can
provide more detail in the main 4inances section.
$isit our "usiness finances
topic.
The "usiness
,usiness overview
%uestion ()planation "ore information
,usiness overview 3ho are the current business owners2 3hat does the business
do%sell2 3here it is located2 Dow long has it been operating2
F
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3.W.4.$. analysis
%uestion ()planation "ore information
3.W.4.$. analysis table Hist each of your businesses =trengths, 3eaknesses, Gpportunities or
Threats 8=.3.G.T: in the table supplied. 4or e6ample.
3trengths5 8e.g. e6perience in the industry:.
Weakness5 8e.g. location of your business:.
4pportunity5 8e.g. new e6port opportunity available:.
$hreat5 8e.g. new competitor entering the market:.
F
3.W.4.$. activity sheet Hist each weakness%threat, the activities you will undertake to
reduce%address each and the date of e6pected completion.
F
!roduct&services
%uestion ()planation "ore information
!roduct&services table Hist each product%service your business currently offers. Provide a
description and unit price 8including -=T: amount for each.
F
"arket position 3here do your products%services fit in the market2 Are they high-
end, competitive or a low-cost alternative to the products%services
offered by your competitors2 Dow does this compare to your
competitors2
F
Uni6ue selling position Dow will your products%services succeed in the market where others
may have failed2 3hat gives your products%services a distinctive
edge2
F
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"usiness.gov.au Marketing Plan -uide
%uestion ()planation "ore information
#nticipated demand 3hat is the anticipated 0uantity of products%services your customers
are likely to purchase2 4or e6ample, how much will an individual
customer buy in , months or ') months2
F
!ricing strategy 1o you have a particular pricing strategy2 3hy have you chosen this
strategy2
To help you develop your pricing strategy, you could refer to your
customer research, market position, anticipated demand and
costs%e6penses to get an idea.
3hatever strategy you use when setting your price, you will also
need to adhere to any relevant fair trading legislation or codes of
conduct.
$isit our 4air trading laws page
for your state fair trading office
contact details.
1alue to customer Dow do your customers value your products%services2 Are they a
necessity, lu6ury or something in between2
F
Growth potential 3hat is the anticipated percentage growth of the product in the
future2 3hat will drive this growth2
To help you determine this growth potential, 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. /ou could
also look up any social trends that may have a positive affect on your
business.
1ownload the =ocial Trends
series from the Australian
"ureau of =tatistics website.
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3ales&marketing personnel
%uestion ()planation "ore information
3ales&marketing personnel
table
Hist your current staff in the table provided. Gutline each Bob title,
name of the employee in the position and the main responsibilities
related to the position. /ou may also like to attach a copy of their
resume to the back of your plan.
$isit our 9mploying people
topic.
The 4uture
%uestion ()planation "ore information
1ision statement 3hat is your businessA vision statement2 &t should briefly outline your
future plan for the business and include your overall goals.
F
"ission statement 3hat is your businessA mission statement 8i.e. how will you achieve
your vision:2
F
Goals&ob2ectives 3hat are your short E long term goals2 3hat activities will you
undertake to meet them2
F
The Market
%uestion ()planation "ore information
Uni6ue selling position Dow is your business uni0ue in the market2 3hat differentiates your
product%service from others in the market2 3hat makes your
business stand out from your competition2 3hat product gap or
service need does it fill for your customers2
F
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+our customers&clients
%uestion ()planation "ore information
.ustomer demographics 1efine who your target customers are and how they behave. /ou can
include age, gender, social status, education and attitudes. 3hat are
their lifestyles, activities, values, needs, interests or opinions2 3here
are they located2
1ownload the =ocial Trends
series from the Australian
"ureau of =tatistics website.
7ey customers &dentify your key customers. 8These can be large consumers of your
products or individuals whose satisfaction is key to the success of
your business.: Dow will you target your products%service to them2
Dow will you deliver your product%service to them2
F
.ustomer management Dow will you maintain a good relationship with your customers2 3hat
techni0ues will you use2 Dow will you keep your customers coming
back2 Dave you introduced customer service standards2 1o you
follow any particular code of practice2
$isit our !ustomer service page.
$isit our !odes of Practice page.
+our competitors
%uestion ()planation "ore information
+our competitors Dow do you rate against your competitors2 Dow can your business
improve on what they offer2
F
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%uestion ()planation "ore information
.ompetitor details table Hist at least 7 competitors in the table. 4or each competitor enter.
.ompetitor5 !ompetitor name.
(stablished date5 3hen were they established2
3i8e5 Number of staff and%or turnover.
"arket share /905 9stimated percentage of market share.
1alue to customers5 <ni0ue value to customers. 3hy they
would do business with your competitor2 4or e6ample.
convenience, 0uality, price or service2
3trengths5 3hat are your competitorAs main strengths2
Weaknesses5 3hat are your competitorAs main weaknesses2
F
"arket research 3hat statistical research have you completed to help you analyse
your market2 1id you use a survey%0uestionnaire2 &f so, you may like
to attach a copy of your survey%0uestionnaire to the back of this plan.
$isit our Cesearching your
market page.
"arket targets Gutline your planned sales targets. These targets need to be realistic
and achievable. 3hat 0uantity of your products%services do you plan
to sell in a planned timeframe2 Are they monthly or yearly targets2
4or e6ample, you may set yourself a goal of selling ' III products in
') months.
F
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%uestion ()planation "ore information
(nvironmental&industry
analysis
1etail the results of the market research you have performed. &s the
area e6periencing population growth2 Are there long-term employers
in the area2 &s the regionAs economy stable2 Are there seasonal
variations2
3hat is the si#e of the market2 3hat recent trends have emerged in
the market2 3hat growth potential is available and where do you fit
in2 Dow will the market%customers change when you enter the
market2 3hat e6ternal factors will affect your customers2
A good place to start when researching your regional profile is the
Australian "ureau of =tatistics website. The regional profile
information includes economy, population%people, industry and
environment%energy statistics.
$isit our Market research E
statistics topic.
$isit the Australian "ureau of
=tatistics National Cegional
Profile page.
"arketing strategy 3hat is your overall marketing strategy2 3hat steps or activities will
you undertake to achieve your goals%obBectives2 4or each marketing
activity%milestone.
Marketing activity%milestone. Print advertising, online advertising,
mail-out, giveaway, media release, event, website, blog%social media,
public relations, branding and artwork, or publications and
catalogues.
Person responsible. 3ho is responsible for completing this task2
1ate of e6pected completion. 3hen do you e6pect to complete the
marketing activity2
!ost 8J:. 9stimated cost of activity.
=uccess indicator. 3hat indicator% measurement result will need to
be met before this activity is considered a success2
$isit our Marketing topic.
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#dvertising : sales
%uestion ()planation "ore information
#dvertising and promotional
strategy table
4or each promotion%advertising.
!lanned promotion&advertising type5 3hat is the
promotion%advertising type being used 8e.g. Print media
advertising, online advertising, =M=, mail-out, giveaway, media
release, social media campaign or event:2
!romotional strategy5 3hy have you decided to use this
promotion%advertising type2 Dow and when will you use it2
3hat is your strategy behind this2 3ho will upkeep your social
media presence2
()pected business improvement5 Dow do you e6pect it will
improve your business success2
.ost /;05 3hat is the cost of each planned activity2
$arget date5 3hen do you e6pect to complete each activity2
$isit our Marketing topic.
3ocial media strategy 3hat do you want to achieve%communicate 8brand awareness, online
sales etc:2 3hat social media tools do your customers use 8e.g.
"logs, Twitter, 4acebook etc:2 3hat strategies can you use to network
and communicate effectively with these customers2 3ho will upkeep
your social media presence2 1o you have internal staff or would you
need to engage an e6ternal organisation2
F
3ales strategy 3hat sales techni0ues do you use2 3hat are your strategies behind
these techni0ues2 Dow is this different%better than your competitors2
$isit our Marketing topic.
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%uestion ()planation "ore information
3ales and distribution
channels table
4or each channel enter.
.hannel type5 3hat channel will you be using 8e.g. =hopfront,
internet, direct mail, e6port or wholesale:2.
!roducts&services5 Hist all the products%services sold via this
channel.
!ercentage of sales5 3hat percentage of overall sales do you
e6pect to sell via this channel2
Distribution strategy5 3hy have you decided to use this
channel type2 Dow and when will you use it2 3hat is the
strategy behind using this channel type for this particular
product%service2
F
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The 4inances
To complete the finances portion of this marketing plan, you should rely heavily on your financial statements and projections. The
business.gov.au Business plan template available at www.business.gov.au/businessplan can provide you with a start-up costing, balance
sheet profit and loss, cash flow and a break-even analysis template.
%uestion ()planation "ore information
!rice 3hat price have you determined for your products%services2 1oes
this price take into account all your costs including personal, start-up,
operational, cash flow and working capital2 Dave you also allocated a
profit margin in your costing2 3hat price will your target market
bear2 1o your prices take into account any seasonal variation to your
suppliers5 costs2
F
()pected sales 3hat are your e6pected sales2 3hen do you hope to achieve these
figures2 Are there seasonal influences2
F
"arketing budget [+(#]
table
Using the table
The marketing budget table e6ample contains a list of suggested
marketing items a typical business may use.
!lease note5 The table assumes all figures are -=T inclusive.
#ttach your own
&f you have your own marketing budget or your accountant has
already prepared one, please attach it here. &f it is a large sheet, you
can always attach it to the back of the plan and make reference to it
from this section.
F
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"usiness.gov.au Marketing Plan -uide
Monitoring%measurement activities
%uestion ()planation "ore information
"onitoring&measurement
activities table
Ceviewing the impact of your marketing should be a periodic activity.
Hist the details of each review in the table provided. 4or each
marketing activity.
"arketing activity5 Print advertising, online advertising, mail-
out, giveaway, media release, event, website, blog%social
networking, public relations, branding and artwork, or
publications and catalogues.
Date of review5 8e.g. Month%/ear or , monthly:.
"onitoring methods5 3hat tools did you use to
measure%monitor the impact of your marketing activities2
eview outcomes5 3hat were the results for the promotional
period2 3hat were your sales%profit figures2 Dow many
new%repeat customers did you receive2 Dow many visitors to
your website2
F
=upporting documentation
%uestion ()planation "ore information
3upporting documentation Hist all of your attachments here. These may include resumes,
customer survey%0uestionnaire and%or financial documents.
F
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?Business ame@ Marketing Plan ?!"#$@
[INSERT YOUR BUSINESS LOGO]
?!our ame@
?!our Title@
?Business ame@
?%ain Business #ddress@
#,-5 ?#B@
#.-5 ?#&@
?Business ame@
Marketing Plan
!repared5 ?'ate prepared@
Page '
?Business ame@ Marketing Plan ?!"#$@
$able of .ontents
"arketing !lan 3ummary <
The "usiness (
The 4uture (
The Market (
The 4inances +
$he ,usiness =
"usiness overview +
=.3.G.T. analysis +
=.3.G.T. activity sheet +
Products%services 7
=ales%marketing personnel 7
$he 'uture >
$ision statement ;
Mission statement ;
-oals%obBectives ;
$he "arket >
<ni0ue selling position ;
/our customers%clients;
/our competitors *
Market research >
Market targets >
9nvironmental%industry analysis >
Marketing strategy 'I
Advertising E sales ''
$he 'inances ?<
Price '(
96pected sales '+
Marketing budget ?/9AC@ '7
Monitoring%measurement activities ',
3upporting documentation ?@
Glossary ?@
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?Business ame@ Marketing Plan ?!"#$@
"arketing !lan 3ummary
?Please complete this pae last]
?!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. !our answers below should
briefly summarise your more detailed answers provided throughout the body of this
plan.@
The "usiness
,usiness name5 ?"nter your business name as registered in your state/territory. (f you have not
registered your business name, add your proposed business name.@
,usiness structure5 ?)ole trader, partnership, trust, company.@
#,-5 ?$egistered #ustralian Business umber.@
#.-5 ?$egistered #ustralian &ompany umber, if applicable.@
,usiness location5 ?%ain business location@
Date established5 ?The date you started trading.@
,usiness owner/s05 ?*ist all of the business owners.@
elevant owner e)perience5 ?Briefly outline your experience and/or years in the industry and
any major achievements/awards.@
!roducts&services5 ?+hat products/services are you selling, +hat is the anticipated demand for
your products/services,@
The 4uture
1ision statement5
?The vision statement briefly outlines your future plan for the business. (t should state clearly what
your overall goals for the business are.@
Goals&ob2ectives5
?+hat are your short and long term goals, +hat activities will you undertake to meet them,@
The Market
$arget market5
?+ho are you selling to, +hy would they buy your products/services over others,@
"arketing strategy5
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?Business ame@ Marketing Plan ?!"#$@
?-ow do you plan to enter the market, -ow do you intend to attract customers, -ow and why will
this work,@
The 4inances
?Briefly outline your sales forecast. -ow much money will you need up-front, +here will
you obtain these funds from, +hat portion of funds will you be seeking from other
sources, -ow much of your own money are you contributing towards the business,@
$he ,usiness
"usiness overview
?+ho are the current business owners, +hat products/services does the business
provide, +here it is located, -ow long has it been operating,@
=.3.G.T. analysis
?*ist each of your businesses )trengths, +eaknesses, .pportunities or Threats
/).+...T.0 in the table below.@
3trengths Weaknesses
1e.g -igh traffic location2 1e.g -igh rental costs2
4pportunities $hreats
1e.g build on customer and brand loyalty2 1e.g &ash flow problems2
=.3.G.T. activity sheet
?.utline how and when you plan to address each of the weaknesses/threats from your
).+...T. analysis above.2
Page +
?Business ame@ Marketing Plan ?!"#$@
3.W.4.$
weakness& threat
#ctivity to address weakness&threat #ctivity completion
date
?'escription of a
).+...T weakness
or threat2
1+hat activity is planned to address the
weakness or threat,2
?"xpected completion
date@
?'escription of a
).+...T weakness
or threat2
1+hat activity is planned to address the
weakness or threat,2
?"xpected completion
date@
?'escription of a
).+...T weakness
or threat2
1+hat activity is planned to address the
weakness or threat,2
?"xpected completion
date@
Products%services
!roduct&3ervice Description !rice
?3roduct/service
name@
?Brief product/service description@ ?4nit price including
5)T@
?3roduct/service
name@
?Brief product/service description@ ?4nit price including
5)T@
?3roduct/service
name@
?Brief product/service description@ ?4nit price including
5)T@
"arket position5 ?+here do your products/services fit in the market, #re they high-
end, competitive or budget, -ow does this compare to your competitors,@
Uni6ue selling position5 ?-ow will your products/services succeed in the market where
others may have failed, +hat gives your products/services the edge,2
#nticipated demand5 ?+hat is the anticipated 6uantity of products/services your
customers are likely to purchase, 7or example, how much will an individual customer
buy in 8 months or 9: months,@
!ricing strategy5 ?'o you have a particular pricing strategy, +hy have you chosen this
strategy,@
1alue to customer5 ?-ow do your customers view your products/services, #re they a
necessity, luxury or something in between,@
Growth potential5 ?+hat is the anticipated percentage growth of the product in the
future, +hat will drive this growth,@
=ales%marketing personnel
Aob $itle -ame esponsibilities
?e.g. %arketing/
)ales %anager@
?%r &hris Brantley@ ?+hat are the main
responsibilities of this
position,@
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?Business ame@ Marketing Plan ?!"#$@
Aob $itle -ame esponsibilities
?e.g. %arketing/
)ales %anager@
?%r &hris Brantley@ ?+hat are the main
responsibilities of this
position,@
?e.g. %arketing/
)ales %anager@
?%r &hris Brantley@ ?+hat are the main
responsibilities of this
position,@
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?Business ame@ Marketing Plan ?!"#$@
$he 'uture
$ision statement
?+hat is your business; vision statement, (t should briefly outline your future plan for the business and include your overall goals.@
Mission statement
?+hat is your business; mission statement /i.e. how will you achieve your vision0,@
-oals%obBectives
?+hat are your short < long term goals, +hat activities will you undertake to meet these goals,@
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?Business ame@ Marketing Plan ?!"#$@
$he "arket
<ni0ue selling position
?-ow is your business uni6ue in the market, +hat differentiates your product/service from others in the market, +hat makes your
business stand out from your competition, +hat product gap or service need does it fill for your customers,2
/our customers%clients
.ustomer demographics
?'efine who your target customers are and how they behave. !ou can include age, gender, social status, education and attitudes. +hat
are their lifestyles, activities, values, needs, interests or opinions, +here are they located,2
7ey customers
?(dentify your key customers. /These can be large consumers of your products/services or individuals whose satisfaction is key to the
success of your business.0 -ow will you target your products/services to them, -ow will you deliver your products/services to them,@
.ustomer management
?-ow will you maintain a good relationship with your customers, +hat techni6ues will you use, -ow will you keep your customers coming
back, -ave you introduced customer service standards, 'o you follow any particular code of practice,
/our competitors
?-ow do you rate against your competitors, -ow can your business improve on what they offer,2
.ompetitor details
1*ist at least = competitors in the table below.2
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?Business ame@ Marketing Plan ?!"#$@
.ompetitor (stablished
date
3i8e "arket
share /90
1alue to customers 3trengths Weaknesses
?&ompetitor name@ ?+hen were
they
established,@
?umber of
staff and/or
turnover@
?"stimated
percentage
of market
share@
?4ni6ue value to
customers, e.g.
convenience, 6uality,
price or service,@
?+hat are your
competitor;s main
strengths,@
?+hat are your
competitor;s main
weaknesses,@
?&ompetitor name@ ?+hen were
they
established,@
?umber of
staff and/or
turnover@
?"stimated
percentage
of market
share@
?4ni6ue value to
customers, e.g.
convenience, 6uality,
price or service,@
?+hat are your
competitor;s main
strengths,@
?+hat are your
competitor;s main
weaknesses,@
?&ompetitor name@ ?+hen were
they
established,@
?umber of
staff and/or
turnover@
?"stimated
percentage
of market
share@
?4ni6ue value to
customers, e.g.
convenience, 6uality,
price or service,@
?+hat are your
competitor;s main
strengths,@
?+hat are your
competitor;s main
weaknesses,@
?&ompetitor name@ ?+hen were
they
established,@
?umber of
staff and/or
turnover@
?"stimated
percentage
of market
share@
?4ni6ue value to
customers, e.g.
convenience, 6uality,
price or service,@
?+hat are your
competitor;s main
strengths,@
?+hat are your
competitor;s main
weaknesses,@
?&ompetitor name@ ?+hen were
they
established,@
?umber of
staff and/or
turnover@
?"stimated
percentage
of market
share@
?4ni6ue value to
customers, e.g.
convenience, 6uality,
price or service,@
?+hat are your
competitor;s main
strengths,@
?+hat are your
competitor;s main
weaknesses,@
Market research
?+hat research have you completed to help you analyse your market, 'id you use a survey/6uestionnaire, (f so, you may like to attach a
copy of your survey/6uestionnaire and findings to the back of this plan.@
Market targets
?.utline your planned sales targets. +hat 6uantity of your products/services do you plan to sell in a planned timeframe, #re they
monthly or yearly targets,@
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?Business ame@ Marketing Plan ?!"#$@
9nvironmental%industry analysis
?'etail the results of the market research you have performed. (s the area experiencing population growth, #re there long-term
employers in the area, (s the region;s economy stable, #re there seasonal variations,
+hat is the si>e of the market, +hat recent trends have emerged in the market, +hat growth potential is available and where do you fit
in, -ow will the market/customers change when you enter the market, +hat external factors will affect your customers,@
Marketing strategy
?+hat is your overall marketing strategy, +hat steps or activities will you undertake to achieve your goals/objectives,2
"arketing activity&milestone !erson
responsible
Date of e)pected
completion
.ost /;0 3uccess indicator
13rint advertising, online advertising, mail-out,
giveaway, media release, event, website,
blog/social media, public relations, branding and
artwork, or publications and catalogues.2
1+ho is
responsible for
completing this
task,2
1+hen do you
expect to complete
the marketing
activity,2
1"stimated
cost of
activity.2
1+hat indicator/ measurement
result will need to be met before
this activity is considered a
success,2
13rint advertising, online advertising, mail-out,
giveaway, media release, event, website,
blog/social media, public relations, branding and
artwork, or publications and catalogues.2
1+ho is
responsible for
completing this
task,2
1+hen do you
expect to complete
the marketing
activity,2
1"stimated
cost of
activity.2
1+hat indicator/ measurement
result will need to be met before
this activity is considered a
success,2
13rint advertising, online advertising, mail-out,
giveaway, media release, event, website,
blog/social media, public relations, branding and
artwork, or publications and catalogues.2
1+ho is
responsible for
completing this
task,2
1+hen do you
expect to complete
the marketing
activity,2
1"stimated
cost of
activity.2
1+hat indicator/ measurement
result will need to be met before
this activity is considered a
success,2
13rint advertising, online advertising, mail-out,
giveaway, media release, event, website,
blog/social media, public relations, branding and
artwork, or publications and catalogues.2
1+ho is
responsible for
completing this
task,2
1+hen do you
expect to complete
the marketing
activity,2
1"stimated
cost of
activity.2
1+hat indicator/ measurement
result will need to be met before
this activity is considered a
success,2
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?Business ame@ Marketing Plan ?!"#$@
Advertising E sales
#dvertising and promotional strategy
!lanned promotion
&advertising type
!romotional strategy ()pected business improvement .ost /;0 $arget date
?3rint media
advertising, online
advertising, )%),
mail-out, giveaway,
media release, social
media campaign or
event.@
1+hy have you decided to use this
promotion/advertising type, -ow and when
will you use it, +hat is your strategy behind
this, +ho will upkeep your social media
presence,2
?-ow do you expect it will improve your
business success,@
1"stimat
ed cost
of
activity.2
?e.g. 'ec ?@@
?3rint media
advertising, online
advertising, )%),
mail-out, giveaway,
media release, social
media campaign or
event.@
1+hy have you decided to use this
promotion/advertising type, -ow and when
will you use it, +hat is your strategy behind
this, +ho will upkeep your social media
presence,2
?-ow do you expect it will improve your
business success,@
1"stimat
ed cost
of
activity.2
?e.g. 'ec ?@@
?3rint media
advertising, online
advertising, )%),
mail-out, giveaway,
media release, social
media campaign or
event.@
1+hy have you decided to use this
promotion/advertising type, -ow and when
will you use it, +hat is your strategy behind
this, +ho will upkeep your social media
presence,2
?-ow do you expect it will improve your
business success,@
1"stimat
ed cost
of
activity.2
?e.g. 'ec ?@@
?3rint media
advertising, online
advertising, )%),
mail-out, giveaway,
media release, social
media campaign or
event.@
1+hy have you decided to use this
promotion/advertising type, -ow and when
will you use it, +hat is your strategy behind
this, +ho will upkeep your social media
presence,2
?-ow do you expect it will improve your
business success,@
1"stimat
ed cost
of
activity.2
?e.g. 'ec ?@@
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?Business ame@ Marketing Plan ?!"#$@
3ocial media strategy
?+hat do you want to achieve/communicate /brand awareness, online sales etc0, +hat social media tools do your customers use /e.g.
Blogs, Twitter, 7acebook etc0, +hat strategies can you use to network and communicate effectively with these customers, +ho will
upkeep your social media presence A do you have the internal staff or would you need to engage an external organisation@
3ales strategy
?+hat sales techni6ues do you use, +hat are your strategies behind these techni6ues, -ow is this different/better than your
competitors,@
3ales and distribution channels
.hannel type !roducts&services !ercentage of
sales /90
Distribution strategy
?e.g. )hopfront,
internet, direct mail,
export or wholesale.@
1*ist all the
products/services sold
via this channel@
?+hat percentage
of overall sales do
you expect to sell
via this channel,@
?+hy have you decided to use this channel type, -ow and when
will you use it, +hat is the strategy behind using this channel type
for this particular product/service,@
?e.g. )hopfront,
internet, direct mail,
export or wholesale.@
1*ist all the
products/services sold
via this channel@
?+hat percentage
of overall sales do
you expect to sell
via this channel,@
?+hy have you decided to use this channel type, -ow and when
will you use it, +hat is the strategy behind using this channel type
for this particular product/service,@
?e.g. )hopfront,
internet, direct mail,
export or wholesale.@
1*ist all the
products/services sold
via this channel@
?+hat percentage
of overall sales do
you expect to sell
via this channel,@
?+hy have you decided to use this channel type, -ow and when
will you use it, +hat is the strategy behind using this channel type
for this particular product/service,@
?e.g. )hopfront,
internet, direct mail,
export or wholesale.@
1*ist all the
products/services sold
via this channel@
?+hat percentage
of overall sales do
you expect to sell
via this channel,@
?+hy have you decided to use this channel type, -ow and when
will you use it, +hat is the strategy behind using this channel type
for this particular product/service,@
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?Business ame@ Marketing Plan ?!"#$@
$he 'inances
?To complete the finances portion of this marketing plan, you should rely heavily on your financial statements and projections. The
business.gov.au Business plan template available at www.business.gov.au/businessplan can provide you with a start-up costing, balance
sheet profit and loss, cash flow and a break-even analysis template.@
Price
?+hat price have you determined for your products/services, 'oes this price take into account all your costs including personal, start-up,
operational, cash flow and working capital, -ave you also allocated a profit margin in your costing, +hat price will your target market
bear, 'o your prices take into account any seasonal variation to your suppliersB costs,2
96pected sales
?+hat are your expected sales, +hen do you hope to achieve these figures, #re there seasonal influences,@
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?Business ame@ Marketing Plan ?!"#$@
Marketing budget ?/9AC@
?&onsider the example below when developing a budget to include in your business plan.@
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?Business ame@ Marketing Plan ?!"#$@
Monitoring%measurement activities
?$eviewing the impact of your marketing should be a periodic activity. *ist the details of each review in the table below.@
"arketing activity Date of
review
"onitoring methods eview outcomes
13rint advertising, online
advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.2
?e.g.
%onth/!ear@
?+hat tools did you use to
measure/monitor the impact
of your marketing activities,@
1+hat were the results for the promotional period, +hat were
your sales/profit figures, -ow many new/repeat customers did
you receive, -ow many customers visited your website,@
13rint advertising, online
advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.2
?e.g.
%onth/!ear@
?+hat tools did you use to
measure/monitor the impact
of your marketing activities,@
1+hat were the results for the promotional period, +hat were
your sales/profit figures, -ow many new/repeat customers did
you receive, -ow many customers visited your website,@
13rint advertising, online
advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.2
?e.g.
%onth/!ear@
?+hat tools did you use to
measure/monitor the impact
of your marketing activities,@
1+hat were the results for the promotional period, +hat were
your sales/profit figures, -ow many new/repeat customers did
you receive, -ow many customers visited your website,@
Page '7
?Business ame@ Marketing Plan ?!"#$@
"arketing activity Date of
review
"onitoring methods eview outcomes
13rint advertising, online
advertising, mail-out,
giveaway, media
release, event, website,
blog/social media, public
relations, branding and
artwork, or publications
and catalogues.2
?e.g.
%onth/!ear@
?+hat tools did you use to
measure/monitor the impact
of your marketing activities,@
1+hat were the results for the promotional period, +hat were
your sales/profit figures, -ow many new/repeat customers did
you receive, -ow many customers visited your website,@
Page ',
?Business ame@ Marketing Plan ?!"#$@
3upporting documentation
Attached is my supporting documentation in relation to this business plan. The attached
documents include.
?*ist all of your attachments here. These may include resumes, customer
survey/6uestionnaire and/or financial documents.@
Glossary
#ustralian ,usiness -umber /#,-0 K a single identifying number used when dealing
with other businesses and the Ta6 Gffice.
#ustralian .ompany -umber /#.-0 K the number allocated by the Australian
=ecurities and &nvestments !ommission 8A=&!: when you register a company under
!orporations Haw.
,log Kis a shortened word for 3eblog 8see 3eblog:.
.hannel K a way of delivering something to its destination, whether it is a message to
be communicated or a physical product to be delivered.
.ontract K a legally enforceable agreement made between two or more parties. A
contract may be a verbal contract or a written contract 8or may be partly verbal and
partly written:.
Demographics K the characteristics of a segment of the population, e.g. customers.
Domain name K a name that identifies an organisationAs address on the internet, either
a website address 8the domain name follows the AwwwA: or an email address 8the domain
name follows the ALA symbol in the email address:.
Goods and 3ervices $a) /G3$0 K a broad-based ta6 of 'I per cent on the sale of most
goods and services in Australia.
HighBend K usually refers to e6pensive or high 0uality products%services.
"arket position K refers to the position an organisation, product or service has in the
market, usually in relation to its competition.
"ilestone K a goal or obBective with a target date.
"ission statement K is a statement outlining how an organisation intends on achieving
its vision.
3ocial media K a group of technology including "logs, online networks 8e.g. Twitter,
4acebook, My=pace, Hinked&n: and online collaboration tools often used to e6pand your
network%market reach or collaborate on a large scale.
Uni6ue selling position K a characteristic of a business or a product%service that sets it
apart from the competition.
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?Business ame@ Marketing Plan ?!"#$@
1ision statement K an inspiring statement that e6presses an organisationAs main
ambitions%goals.
Weblog K 8also known as a "log: an individualAs or organisationAs online website
displaying a reverse-chronological list of entries 8known as posts:. Posts typically include
thoughts, observations, promotions, links, images or videos. A 3eblog is publically
available and allows readers to comment on posts.
Page '*