THE ENTREPRENEUR’S MARKETING PLAN

This is the marketing plan of __________________________________

MARKET ANALYSIS

·       Target Market – Who are the Customers?

We will be selling primarily to (check all that apply):       Total Percent of Business.

1.    Private sector                      ___________                             ___________

2.    Wholesalers                          ___________                             ___________

3.    Retailers                                ___________                             ___________

4.    Government                          ___________                             ___________

5.    Other                                    ___________                             ___________

 

We will be targeting customers by:

1.    Product line/ services.

2.    We will target specific lines                             __________________

3.    Geographic area?  Which areas?                     __________________

4.    Sales?  We will target sales of                        __________________

5.    Industry?  Our target industry is                     __________________

6.    Other                                                                 __________________

How much will our selected market spend on our type of product or service this coming year?

$____________

·       Competition

Who are our competitors?

NAME___________________________________________

ADDRESS________________________________________

Years in Business___________________________

Market Share______________________________

Price/ Strategy_____________________________

Product/ Service____________________________

Features___________________________________

NAME________________________________________

ADDRESS_____________________________________

Years in Business________________________________

Market Share___________________________________

Price/ Strategy__________________________________

Product/ Service_________________________________

Features________________________________________

How competitive is the market?

High                                          _____________________

Medium                                      _____________________

Low                                           _____________________

List below your strengths and weaknesses compared to your competition (consider such areas as location, size of resources, reputation, services, personnel, etc.):

·       Environment

The following are some important economic factors that will affect our product or service (such as trade area growth, industry health, economic trends, taxes, rising energy prices, etc.):

______________________________________________________________________________________________________________________________________________________________________________________________________________

The following are some important legal factors that will affect our market:

______________________________________________________________________________________________________________________________________________________________________________________________________________

The following are some important government factors:

______________________________________________________________________________________________________________________________________________________________________________________________________________

The following are other environmental factors that will affect our market, but over which we have no control:

______________________________________________________________________________________________________________________________________________________________________________________________________________

PRODUCT OR SERVICE ANALYSIS

·       Description

Describe here what the product/ service is and what it d"s:

  _______________________________________________________

 ________________________________________________

           ________________________________________________

·       Comparison

What advantage d"s our product/ service have over those of the competition (consider such things as unique features, patents, expertise, special training, etc.)?

  ________________________________________________

            ________________________________________________

            ________________________________________________

What disadvantages d"s it have?

  ________________________________________________

            ________________________________________________

            ________________________________________________

·       Some Considerations

  Where will you get your materials and supplies?

  ________________________________________________

  List other considerations

            _________________________________________________

            _________________________________________________

MARKETING STRATEGIES – MARKET MIX

·       Image

First, what kind of image do we want to have (such as cheap but good, or exclusiveness, or customer-oriented or highest quality, or convenience, or speed, or …)?

___________________________________________________________________

·       Features

List the features we will emphasise:

1.    _____________________________________________________

2.    _____________________________________________________

3.    _____________________________________________________

·      Pricing

We will be using the following pricing strategy:

1.    Mark-up on cost        _______            What % markup? _______

2.    Competitive               _______

3.    Below Competition     _______

4.    Premium Price            _______

Are our prices in line with our image?

YES___________          NO__________

Do our prices cover costs and leave a margin of profit?

YES___________          NO__________

·       Customer Services

List the customer service we provide

1.     ____________________________________________

2.     ____________________________________________

3.     ____________________________________________

These are our sales/ credit terms:

1.     ____________________________________________

2.    ____________________________________________

3.    ____________________________________________

Competition offers the following services:

1.    _____________________________________________

2.    _____________________________________________

3.    _____________________________________________

·       Advertising/ Promotion

These are the things we wish to say about the business:

__________________________________________________

__________________________________________________

__________________________________________________

We will use the following advertising/ promotion sources:

1.       Television                             ____________

2.       Radio                                    ____________

3.       Internet (website)               ____________

4.       Direct Mail                            ____________

5.       Personal Contacts                ____________

6.       Trade Association                ____________

7.       Newspaper                           ____________

8.       Magazines                            ____________

9.       Yellow Pages                       ____________

10.   Billboard                               ____________