Business Plan

Business Idea: Laundromat and Coffee shop combined.

Do laundry and have a cup of coffee and sit around while laundry washes.

Textbook: MKTG 11th Edition by Charles W. Lamb

Marketing Plan Components

Title Page

Executive Summary (1/2 to ¾ page max)

Introduction (brief intro to the company – one paragraph)

Mission Statement (1-3 sentences long)

SWOT Analysis (This is an internal and external situation analysis; see Week 1 chat. Do not present strategies in this section.) 

Marketing Objectives (These need to be ‘S.M.A.R.T. objectives’. Google this term if you don’t know what it means)

Target Market (Write a full descriptive profile of each target market. See Week 2 chat and slides.)

Positioning Strategy (How does the company want to position itself in the minds of the target market as distinct from, and better than, what competitors have to offer?)

Marketing mix:
               ◦ Product/Service (see topics in Chapters 10-12)
               ◦ Price (see chapters 19-20)
               ◦ Place (see chapters 13-14)
               ◦ Promotion (see chapters 15-18 and Week 4 chat)

Conclusion

References (APA format. For secondary research, use higher level reference materials; e.g ProQuest, WSJ, Bloomberg. Remember to cite any interviews you conduct with company owners or staff.) Remember that in-text (parenthetical) citations are required in the body of your paper if you use sourced information or quotes!