Company or Organization
What are your objectives for this plan?
More sales, customers, market share – be as specific as possible.
What are your objectives as a business?
Please be as specific and realistic as possible, including deadlines and current resources.
What are extra resources will you need to help you fulfill your objectives?
market | Your Current Situation
Describe your customer base: Who are they? What are their needs? What motivates them to buy your products/services?
Can you separate your customers into different groups of people with different needs or motivations?
Are there people who aren’t currently customers, but could benefit from your product or service?
Who are your competitors?
Include competitors with offerings similar to you, and/or different offerings but with whom you are competing for the same customers.
Why might customers choose them over you?
marketing | Your Activities
What marketing activities do you currently engage in?
What marketing opportunities you aware of, but not taking advantage of? Why not?
indications | Your Opportunities
What are your product/service strengths? How do they compare to your competitors? Can you take better advantage of them?
Are there aspects of your products/services that are weak? Have your customers made any complaints about your offerings?
Are there trends in your market that you and your competitors are not catering to? Market gaps you could fill?
Are there additional uses, features, benefits for your products/services which you could draw attention to?
What obstacles are preventing you from implementing a marketing plan?
Target | Your Customer Groups
Describe your target customers:
Where and how are they likely to find out about your products/services?
Where and how do they prefer to buy your products/services?
Which customers are profitable and/or could become more profitable?
strategy | Your Action Plan
What products/services can you offer each of your customer groups in order to to achieve your objectives?
What aspects of your products/services will be most attractive to each of your customer groups?
Will you need to offer an incentive for them to take up your offer?
How can you best reach each target customer group with information about your product/service?
Which method is the most cost-effective/profitable, to justify the likely return on investment?
Measurables | Your Success
How will you know if your plan is succesful? What are appropriate measurables for gauging success?
What is a realistic timeline for each measurable? Will there be intermediate review milestones to make sure each is on track?
Do you have any other ideas, requests, or suggestions? Maybe a good recipe?