Use This Sample
Marketing Plan and Outline
to Build Your Own
The sample marketing plan and outline I provide give you a starting point to write your own. This page provides some "first steps" and links to the actual samples. A marketing plan,
your marketing plan, should be a customized, working document created specifically for your business. Doing so will require some time and thought, so set aside an afternoon or two to write your plan.
Gather Your Resources
Before you start writing, pull together your resources. Have the following on hand:
- Your latest financial reports (or financial projections if you're starting a business). This information will help you in setting realistic marketing goals.
- Demographic information about your community. You can find this information by visiting the
Claritas You Are Where You Live
or
US Census
web site. On the Claritas home page, choose the You Are Where You Live icon. Some of their data requires a subscription, but there is a considerable amount of free information. Look through the U.S. Census site for a wealth of demographics about your community. Inputting your zip code to obtain a fact sheet is a good place to start. If you have demographic information about your existing customers, add that to your research too.
- Competitor information. This can be obtained in a number of ways. Pose as a customer. Pick up a brochure. Visit web sites. Look at industry trade publications. (A file of your competitors' ads is valuable to have now, and through the year.)
Develop and Write Your Plan
Once you have all of this information, read through the
Marketing Plan Outline
and
Sample Plan
provided. As you read, take notes as thoughts come to mind about your own business. Personally, I like using old-fashioned notecards, so I can categorize once I start writing/typing.
At this point, using the sample marketing plan and outline categories as your guide, start writing. Don't worry about whether you're doing it "right." If you look at various marketing plans, though they have many of the same elements, you'll find that no two are alike. If you worry too much about perfection, you'll never begin. A slightly imperfect marketing plan, is better than no plan at all.
Finalize But Stay Flexible
Once you have your plan written, read through it. At this point, you can fine-tune it. Remember too, that your plan can, and should, change throughout the year.
If you're looking for software to help with your marketing plan, I recommend
Marketing Plan Pro Software.
I've looked at various marketing plan software programs, and this is the one I include in my
Small Business Marketing Library.
Remember, your marketing plan is the foundation for all of your marketing efforts. Whether you use the sample marketing plan provided here, or invest in marketing plan software, do put sufficient thought and time into your completed marketing plan.
With your situation analysis, marketing strategies and action plan in hand (not in the desk drawer or on a shelf), you'll be ahead of your competitors. In the end, your efforts will pay off.
