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1. STRATEGIC PLANNING
STRATEGIC PLANNING
COMPLETED BY: [ NAME ]
DATE COMPLETED: [ DATE ]
YOUR
LOGO

2. TABLE
OF
CONTENTS
STRATEGIC PLANNING| TABLE OF CONTENTS
• Executive Summary
• Your Company
• Product / Service Development
• Marketing Plan
• Market Research
• Measurable Marketing Goals
• Situational Analysis (SWOT)
• Financial Plan
• Overall Assessment & Review
• Risk Factors (See SWOT) & Contingencies
• Appendices

3. CONCISE
OVERVIEW
EXECUTIVE SUMMARY

4. MISSION
STATEMENT
GUIDING
PRINCIPLES
PAST TRAJECTORY
& RESULTS
MANAGEMENT
CONSTRUCT
YOUR COMPANY

5. PRODUCT /
SERVICE
DESCRIPTION
PRICING
MODEL
DELIVERY
SYSTEM
DELIVERY
CAPABILITIES
PRODUCT / SERVICE DEVELOPMENT

6. STRATEGY /
TACTICS
CLIENT
BREAKDOWN
MARKET
POSITIONING
ADVERTISING
PUBLIC
RELATIONS
CROSS-SELLING
CLIENT
POSSIBILITIES
TEST
MARKETING
OTHER
MARKETING PLAN

7. CLIENTS
COMPETITION
MARKET STATUS
MARKET RESEARCH

8. CONSUMER
CLIMATE
MARKET
SHARE
DISTRIBUTION
CHANNELS
DIVERSIFICATION
MEASURABLE MARKETING GOALS

9. SITUATIONAL ANALYSIS (SWOT)
INTERNAL FACTORS
STRENGTHS (+) WEAKNESSES (–)
EXTERNAL FACTORS
OPPORTUNITIES (+) THREATS (–)

10. REVENUE SOURCES
FINANCIAL
PROJECTIONS
PRO FORMA
FINANCIAL
STATEMENTS
MONTHLY CASH
FLOW BUDGET
CRITICAL RATIOS /
FINANCIAL
STATEMENT
ANALYSIS
BUDGET VARIANCE
ANALYSIS
FINANCIAL
REVIEWS
& AUDITS
FINANCIAL PLAN

11. TRACKING
SYSTEMS
CAMPAIGN BREAK-
EVEN ANALYSIS
CLIENT SURVEYS
ASSOCIATE /
ADVISORY
BOARD INPUT
MARKET SHARE
ANALYSIS
MARKET SURVEY
OTHER
OVERALL ASSESSMENT AND REVIEW

12. REVENUE
SHORTFALL
NEGATIVE
LEGISLATION
ECONOMIC
CLIMATE
COMPETITION
TECHNOLOGY
ADVERSE PUBLIC
IMAGE
RISK FACTORS (see SWOT) & CONTINGENCIES

13. MARKET
RESEARCH
STUDY:
CLIENTS
MARKET
RESEARCH
STUDY:
COMPETITION
MARKET
RESEARCH
STUDY:
ENVIRONMENT
KEY INFO
SOURCES
APPENDICES

14. STRATEGIC PLAN | COMMENTS
COMMENTS

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