BUSINESS MARKETING

PROJECT PLAN TEMPLATE

MARKETING PROJECT PLAN

COMPANY NAME

Street Address

City, State and Zip

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Version 0.0.0

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PREPARED BY	TITLE	DATE
EMAIL	PHONE
APPROVED BY	TITLE	DATE

table of contents

1.	BUSINESS SUMMARY	4

1.1	OUR COMPANY	4

1.2	MISSION STATEMENT	4

1.3	VISION STATEMENT	4

2.	THE CHALLENGE	5

2.1	PROBLEM	5

2.2	OPPORTUNITY	5

3.	SITUATIONAL ANALYSIS	6

3.1	5C ANALYSIS	6

3.1.1	COMPANY	6

3.1.2	COLLABORATORS	6

3.1.3	CUSTOMERS	6

3.1.4	COMPETITORS	6

3.1.5	CLIMATE	6

3.2	SWOT ANALYSIS	7

4.	CORE CAPABILITIES	8

4.1	CAPABILITY ONE	8

4.2	CAPABILITY TWO	8

4.3	CAPABILITY THREE	8

5.	MARKETING CAPABILITIES	9

5.1	CAPABILITY ONE	9

5.2	CAPABILITY TWO	9

5.3	CAPABILITY THREE	9

6.	GOALS	10

6.1	BUSINESS GOALS	10

6.2	SALES GOALS	10

6.3	FINANCIAL GOALS	11

6.4	COMMUNICATION GOALS	11

7.	TARGET MARKET	12

7.1	INFORMATION COLLECTION	12

7.2	PAIN POINTS	12

7.3	SOLUTIONS	13

7.4	BUYER PERSONA	13

8.	MARKETING STRATEGY	14

8.1	BUYER’S BUYING CYCLE	14

8.2	UNIQUE SELLING PROPOSITION (USP)	14

8.3	MARKETING MIX – 4Ps	15

8.3.1	PRODUCT	15

8.3.2	PRICE	15

8.3.3	PLACE	15

8.3.4	PROMOTION	15

8.4	MARKETING CHANNELS	16

8.5	BUDGET	17

9.	PERFORMANCE STANDARDS & MEASUREMENT METHODS	18

9.1	STANDARDS OF PERFORMANCE	18

9.2	BENCHMARKS	18

9.3	MARKETING METRICS TO MEASURE SUCCESS	19

9.4	MEASUREMENT METHODS	19

10.	FINANCIAL SUMMARY	20

10.1	FINANCIAL FORECASTS	20

10.2	BREAK-EVEN ANALYSIS	20

10.3	FINANCIAL STATEMENTS	21

10.3.1	INCOME STATEMENT	21

10.3.2	CASH-FLOW PROJECTION	21

10.3.3	BALANCE SHEET	21

11.	APPENDIX	22

11.1	RESEARCH RESULTS	22

11.2	PRODUCT SPECIFICATIONS AND IMAGES	22

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 CAPABILITIES

CAPABILITY ONE

CAPABILITY TWO

CAPABILITY THREE

GOALS

BUSINESS GOALS

SALES GOALS

FINANCIAL GOALS

COMMUNICATION GOALS

TARGET MARKET

INFORMATION COLLECTION

PAIN POINTS

SOLUTIONS

BUYER PERSONA

MARKETING STRATEGY

BUYER’S BUYING CYCLE

UNIQUE SELLING PROPOSITION (USP)

MARKETING MIX – 4Ps

PRODUCT

PRICE

PLACE

PROMOTION

MARKETING CHANNELS

BUDGET

PERFORMANCE STANDARDS & MEASUREMENT METHODS

STANDARDS OF PERFORMANCE

BENCHMARKS

MARKETING METRICS TO MEASURE SUCCESS

MEASUREMENT METHODS

FINANCIAL SUMMARY

FINANCIAL FORECASTS

BREAK-EVEN ANALYSIS

FINANCIAL STATEMENTS

INCOME STATEMENT

CASH-FLOW PROJECTION

BALANCE SHEET

APPENDIX

RESEARCH RESULTS

PRODUCT SPECIFICATIONS AND IMAGES

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