marketing project

Question

Explanation

Insert your business logo

Adding a logo helps give your business a more professional image.

Your name

Enter the business owner's name. Enter multiple names if there are multiple owners.

Business name

Enter your business name as registered in your state/territory.

Main business address

Enter your main business address. This can be your home address if you are a home-based business or your head office if you have more than one location.

Prepared

The date you finished preparing your marketing plan.

Table of Contents

If you have changed this template in any way, please remember to update the table of contents to reflect the changes.

Question

Explanation

Business name

Enter your business name as registered in your state/territory. If you have not registered your business name, add your proposed business name.

Business location

Enter your main business location such as your city/town. Briefly describe the location and space occupied/required.

Date established

The date you started trading. Whether it was the date you opened your doors or the date your purchased business opened its doors.

Business owner(s)

List the names of all business owners.

Relevant owner experience

Briefly outline your experience and/or years in the industry and any major achievements/awards.

Products/services

What products/services are you selling? What is the anticipated demand for your products/services? These answers should briefly summarise your answers under the main products/services section.

Vision statement

The vision statement briefly outlines your future plan for the business. It should state clearly what your overall goals for the business are.

Goals/objectives

What are your short and long term goals? What activities will you undertake to meet them?

Target market

Who are you selling to? Why would they buy your products/services over others?

This answer should briefly summarise your answers under the main Market section.

Marketing strategy

How do you plan to enter the market? How do you intend to attract customers? How and why will this work?

This answer should briefly summarise your answers under the main Market section.

Question

Explanation

Business overview

Who are the current business owners? What does the business do/sell? Where it is located? How long has it been operating?

S.W.O.T. analysis table

List each of your businesses Strengths, Weaknesses, Opportunities or Threats (S.W.O.T) in the table supplied. For example:

· Strengths: (e.g. experience in the industry).

· Weakness: (e.g. location of your business).

· Opportunity: (e.g. new export opportunity available).

· Threat: (e.g. new competitor entering the market).

Product/services table

List each product/service your business currently offers. Provide a description and unit price amount for each.

Market position

Where do your products/services fit in the market? Are they high-end, competitive or a low-cost alternative to the products/services offered by your competitors? How does this compare to your competitors?

Unique selling position

How will your products/services succeed in the market where others may have failed? What gives your products/services a distinctive edge?

Anticipated demand

What is the anticipated quantity of products/services your customers are likely to purchase? For example, how much will an individual customer buy in 6 months or 12 months?

Pricing strategy

Do you have a particular pricing strategy? Why have you chosen this strategy?

To help you develop your pricing strategy, you could refer to your customer research, market position, anticipated demand and costs/expenses to get an idea.

Whatever strategy you use when setting your price, you will also need to adhere to any relevant fair trading legislation or codes of conduct.

Value to customer

How do your customers value your products/services? Are they a necessity, luxury or something in between?

Question

Explanation

Vision statement

What is your business' vision statement? It should briefly outline your future plan for the business and include your overall goals.

Mission statement

What is your business' mission statement (i.e. how will you achieve your vision)?

Goals/objectives

What are your short & long term goals? What activities will you undertake to meet them?

Question

Explanation

Unique selling position

How is your business unique in the market? What differentiates your product/service from others in the market? What makes your business stand out from your competition? What product gap or service need does it fill for your customers?

Customer demographics

Define who your target customers are and how they behave. You can include age, gender, social status, education and attitudes. What are their lifestyles, activities, values, needs, interests or opinions? Where are they located?

Customer management

How will you maintain a good relationship with your customers? What techniques will you use? How will you keep your customers coming back? Have you introduced customer service standards? Do you follow any particular code of practice?

Your competitors

How do you rate against your competitors? How can your business improve on what they offer?

Competitor details table

List at least 2 competitors in the table. For each competitor enter:

· Competitor: Competitor name.

· Established date: When were they established?

· Value to customers: Unique value to customers. Why they would do business with your competitor? For example: convenience, quality, price or service?

· Strengths: What are your competitor's main strengths?

· Weaknesses: What are your competitor's main weaknesses?

Market research

· Research objectives

· Data collection

· Data analyses

· Findings

Attach a copy of your survey/questionnaire in the appendix.

Environmental/industry analysis

Describe the probably micro and macro environmental forces that may affect the successful launch of your new product.

Detail the results of the market research you have performed. Is the area experiencing population growth? Are there long-term employers in the area? Is the region's economy stable? Are there seasonal variations?

What is the size of the market? What recent trends have emerged in the market? What growth potential is available and where do you fit in? How will the market/customers change when you enter the market? What external factors will affect your customers?

Advertising and promotional strategy table

For each promotion/advertising:

· Planned promotion/advertising type: What is the promotion/advertising type being used (e.g. Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign or event)?

· Promotional strategy: Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Who will upkeep your social media presence?

· Expected business improvement: How do you expect it will improve your business success?

· Cost ($): What is the cost of each planned activity?

Social media strategy

What do you want to achieve/communicate (brand awareness, online sales etc)? What social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc)? What strategies can you use to network and communicate effectively with these customers? Who will upkeep your social media presence? Do you have internal staff or would you need to engage an external organisation?

Sales strategy

What sales techniques do you use? What are your strategies behind these techniques? How is this different/better than your competitors?

Sales and distribution channels table

For each channel enter:

· Channel type: What channel will you be using (e.g. Shopfront, internet, direct mail, export or wholesale)?.

· Distribution strategy: Why have you decided to use this channel type? How and when will you use it? What is the strategy behind using this channel type for this particular product/service?