SMALL BUSINESS MARKETING PLAN

MARKETING PLAN

COMPANY NAME

Street Address

City, State and Zip

webaddress.com

Version 0.0.0

00/00/0000

PREPARED BY	TITLE	DATE
EMAIL	PHONE
APPROVED BY	TITLE	DATE

table of contents

1.	BUSINESS SUMMARY	3

1.1	OUR COMPANY	3

1.2	MISSION STATEMENT	3

1.3	VISION STATEMENT	3

2.	THE CHALLENGE	3

2.1	PROBLEM	3

2.2	OPPORTUNITY	3

3.	SITUATIONAL ANALYSIS	3

3.1	5C ANALYSIS	3

3.1.1	COMPANY	3

3.1.2	COLLABORATORS	3

3.1.3	CUSTOMERS	3

3.1.4	COMPETITORS	3

3.1.5	CLIMATE	3

3.2	SWOT ANALYSIS	3

4.	CORE CAPABILITIES	3

4.1	CAPABILITY ONE	3

4.2	CAPABILITY TWO	3

4.3	CAPABILITY THREE	3

5.	MARKETING GOALS	3

5.1	SHORT-TERM GOALS AND ACTION PLAN	3

5.1.1	LEVERAGE EXISTING CUSTOMER BASE	3

5.1.2	EXTEND REACH	3

5.2	LONG-TERM GOALS AND ACTION PLAN	3

5.2.1	BRAND AWARENESS / AUTHORITY	3

5.2.2	IMPROVED SEARCH RANKING	3

6.	TARGET MARKET	3

6.1	DEMOGRAPHICS	3

6.2	PSYCHOGRAPHICS	3

7.	MARKETING STRATEGY	3

7.1	UNIQUE SELLING PROPOSITION (USP)	3

7.2	MARKETING MIX – 4Ps	3

7.2.1	PRODUCT	3

7.2.2	PRICE	3

7.2.3	PLACE	3

7.2.4	PROMOTION	3

7.3	MARKETING CHANNELS	3

7.4	BUDGET	3

8.	PERFORMANCE STANDARDS & MEASUREMENT METHODS	3

8.1	STANDARDS OF PERFORMANCE	3

8.2	KEY PERFORMANCE INDICATORS (KPIs)	3

8.3	METHODS OF MEASUREMENT	3

9.	FINANCIAL SUMMARY	3

9.1	FINANCIAL REQUIREMENTS	3

9.2	ASSUMPTIONS / PROJECTIONS	3

9.3	FINANCIAL STATEMENTS	3

9.3.1	INCOME STATEMENT	3

9.3.2	CASH-FLOW PROJECTION	3

9.3.3	BALANCE SHEET	3

10.	APPENDIX	3

10.1	RESEARCH RESULTS	3

10.2	PRODUCT SPECIFICATIONS AND IMAGES	3

BUSINESS SUMMARY

OUR COMPANY

MISSION STATEMENT

VISION STATEMENT

THE CHALLENGE

PROBLEM

OPPORTUNITY

SITUATIONAL ANALYSIS

5C ANALYSIS

COMPANY

COLLABORATORS

CUSTOMERS

COMPETITORS

CLIMATE

SWOT ANALYSIS

INTERNAL FACTORS
STRENGTHS (+)	WEAKNESSES (-)
EXTERNAL FACTORS
OPPORTUNITIES (+)	THREATS (-)

CORE CAPABILITIES

CAPABILITY ONE

CAPABILITY TWO

CAPABILITY THREE

MARKETING GOALS

SHORT-TERM GOALS AND ACTION PLAN

LEVERAGE EXISTING CUSTOMER BASE

EXTEND REACH

LONG-TERM GOALS AND ACTION PLAN

BRAND AWARENESS / AUTHORITY

IMPROVED SEARCH RANKING

TARGET MARKET

DEMOGRAPHICS

PSYCHOGRAPHICS

MARKETING STRATEGY

UNIQUE SELLING PROPOSITION (USP)

MARKETING MIX – 4Ps

PRODUCT

PRICE

PLACE

PROMOTION

MARKETING CHANNELS

BUDGET

PERFORMANCE STANDARDS & MEASUREMENT METHODS

STANDARDS OF PERFORMANCE

KEY PERFORMANCE INDICATORS (KPIs)

METHODS OF MEASUREMENT

FINANCIAL SUMMARY

FINANCIAL REQUIREMENTS

ASSUMPTIONS / PROJECTIONS

FINANCIAL STATEMENTS

INCOME STATEMENT

CASH-FLOW PROJECTION

BALANCE SHEET

APPENDIX

RESEARCH RESULTS

PRODUCT SPECIFICATIONS AND IMAGES

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