Marketing Plan Template - Small Business

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A Marketing Plan Template that any business owner can use to create their own marketing plan.

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Marketing Plan Template - Small Business

  1. 2. Table of Contents <ul><li>Context & Imperatives </li></ul><ul><li>Brand Architecture – Included In This Sample </li></ul><ul><ul><li>Current Demographics </li></ul></ul><ul><ul><li>Target Market </li></ul></ul><ul><ul><li>Brand Positioning </li></ul></ul><ul><li>Product – Included In This Sample </li></ul><ul><li>Price </li></ul><ul><li>Place </li></ul><ul><li>Promotion </li></ul>
  2. 3. Brand Architecture <ul><li>Current Demographics </li></ul>Replace this graph with your own showing the demographics of your current consumers/customers
  3. 4. <ul><li>Target Market </li></ul><ul><li>Strategic Target </li></ul><ul><ul><li>In once sentence describe your ideal customer/consumer </li></ul></ul><ul><li>Prime Prospects </li></ul><ul><ul><li>In more detail describe common characteristics or traits that everyone who is your ideal customer would have (mindset, needs, desires, wants, geographic location, solutions they want fixed) </li></ul></ul><ul><li>Secondary Target </li></ul><ul><ul><li>In detail describe common characteristics or traits of customers who are not your ideal customer but that you would still be very interested in having as a customer </li></ul></ul><ul><li>Shadow Customers </li></ul><ul><ul><li>In detail describe common characteristics or traits of customers you are not interested in attracting but will not turn away </li></ul></ul><ul><li>Customers To Avoid </li></ul><ul><ul><li>In detail describe common characteristics or traits of customers you are not interested in and do not want to sell your products/services to </li></ul></ul><ul><li>Prioritized Product/Service Selling Strategy </li></ul><ul><ul><li>List in order of priority the products/services you want to sell </li></ul></ul>Brand Architecture
  4. 5. <ul><li>Brand Positioning </li></ul><ul><li>Frame of Reference </li></ul><ul><ul><li>Describe what classifies a business as your competition </li></ul></ul><ul><ul><ul><li>List all your competitors here </li></ul></ul></ul><ul><li>Points of Difference (Support) </li></ul><ul><ul><li>List what makes you different then your competition and would make a customer want to buy from you over your competition. List what value or outcome you provide, that your competition does not, that your customers want. In brackets include a line that shows how this claim is true </li></ul></ul><ul><li>Points of Parity </li></ul><ul><ul><li>List things that you do an equally good job at (not better or worse) then your competition </li></ul></ul><ul><li>Competitor Points Of Difference (Support) </li></ul><ul><ul><li>List what points of difference your competition has that you do not </li></ul></ul><ul><li>Brand Positioning Statement </li></ul><ul><ul><li>Write a sentence using the following components in order (strategic target, your company name, the frame of reference you compete in, points of difference) </li></ul></ul><ul><ul><li>Example: For women who are leading edge fashion lovers, Springs Clothing is the fine female clothing boutique of choice because of the personal connection to the store staff, the great product lines carried, convenience and attractive prices. </li></ul></ul>Brand Architecture
  5. 6. Product Example Company Lessons Learned Indicated Action List all the information you know about the product/service needs of the market - what features and benefits are customers looking for - what competitor products/services are currently the most successful - what competitor products/services are currently the least successful - what product/service needs are not currently being met - what products/services and features do your customers currently value the most - how can your products/services be improved - what additional products/services do you have the capability to sell that you currently are not - what features & benefits do customers value the most - what features and benefits, that are highly valued by prospective customers, can you provide better than your competition - what functions or features of your product/service makes customers annoyed - what functions or features of your competitor's product makes their customers annoyed List your product strategy given the information on the left hand side of this chart
  6. 7. Download the full marketing plan template for FREE at the link below. www.profitworks.ca/free-marketing-plan-template

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