Bootstrap Business Development

Taking steps to build your business

Example Marketing Plan

This example is from a Marketing Plan created for a start-up IT consulting and software company.  Name of the company and other identifying content has been removed as required by the non-disclosure agreement between myself and the company who contracted for my services.

CONTENTS

Page 2             MARKETING PLAN EXECUTIVE SUMMARY

Page 3             ENVIRONMENTAL ANALYSIS

Page 4             COMPETITIVE ADVANTAGE

Page 5             SWOT ANALYSIS

Page 7             MARKETING OBJECTIVES

Page 7             MARKETING STRATEGIES

Page 8             MARKETING MIX

Page 9             TACTICAL MARKETING COMMUNICATIONS PLAN

Page 10           MARKETING IMPLEMENTATION

Appendix A   MARKETING COMMUNICATIONS PLAN DESCRIPTION

 

MARKETING PLAN EXECUTIVE SUMMARY

NAME OF COMPANY is an innovative …………….company focused in the………………… industry sector.  This marketing plan identifies the current market and the forces impacting that market, the company’s target markets, and the core competencies and strategies the company will employ to obtain clients and create solid, profitable revenue streams.

Mission of Marketing Plan

Briefly stated, NAME OF COMPANY’s current mission is to become the industry’s gold standard.  Although ……………….. and consulting is a relatively new industry, most ……………. processes and software utilized in the industry have not changed in the last 20 years nor is there currently a standard bench-marking model.

In order to achieve our mission, NAME OF COMPANY must brand our company out as the gold standard for…consulting and technology and ………………..  We must convince our markets that NAME OF COMPANY can provide them with the tools they need to free resources and talent previously consumed by their company’s …………efforts thereby allowing these resources to be re-directed to their true profit-center:  Research and Development necessary to discover and market new, safe and profitable products and devices.

ENVIRONMENTAL ANALYSIS

The Marketing Environment

Competitive Forces

NAME OF COMPANY has identified three major competitive forces in the marketing environment:

  • Large consulting firms, i.e…………………………….
  • Vendor’s consulting firms, i.e………………………………..
  • Small Consulting firms and individuals

Economic Forces 

There has been a significant reduction in the growth of the…………………… industry in the United States due to reduced investment in bringing new …………………… to market.  This reduction in investment is due to current cumbersome and expensive nature when complying with …………… and regulations .

Political Forces 

In 2011 the downturn in investments within the … industry sector in the U.S., as well as the need to lower the percentage ……………………….

Legal and Regulatory Forces

The …………….. mandate from the ………………… to the … to streamline their processes creates the opportunity for NAME OF COMPANY to collaborate with the ………..in order to bring out-dated processes into the 21st century.  Additionally, with an estimated 20% of ……… recalls being caused by faulty software, NAME OF COMPANY ………. reduces fines and legal fees associated with…………. to market thereby protecting the public good.

Technological Forces

The …………….. industry requires innovative application of new technologies to bring an out-dated, error prone, and expensive process into the 21st century resulting in lowered cost and reduction of risk.

Sociocultural Forces

The current economic downturn has resulted in a reduction in the workforce.  This means that employees responsible for……………………..sector are experiencing even greater demands within an already over-burdened workload and are looking for new products (software) and services (consulting) to increase productivity and decrease person-hours associated with compliance and ……………….

COMPETITIVE ADVANTAGE

While the ……………… industry sector is relatively new, NAME OF COMPANY founder and CEO………………… brings ……… years of experience to our clients.  ……………. is a recognized industry leader and subject matter expert.  All NAME OF COMPANY senior staff contribute extensive experience within ……………………..

NAME OF COMPANY’s expertise within ……………………….., coupled with special knowledge and experience working with industry agencies and organizations, our ability to provide holistic and strategic solutions, along with our patent-pending ……………………… process, positions NAME OF COMPANY as the unique, visionary, and premier provider of products and consulting services customized to our client’s specifications yet standardized to ensure smooth deployment and implementation.

Adding NAME OF COMPANY’s core competencies to that of our clients fills their need to reduce costs and time associated with navigating current complex, cumbersome, and expensive processes.

In particular, NAME OF COMPANY’s innovative, patent-pending ………………………. revolutionizes the industry.  NAME OF COMPANY’s  process of ……………transforms an all too complex process by eliminating the need for ……………….. companies to perform ……………… of the software while continuing to ensure regulatory compliance and protection of ……………………………….

Additionally, NAME OF COMPANY differentiates from our competitors by providing a holistic menu of products and services that align with our client’s company goals and objectives. For instance, NAME OF COMPANY consultation services can both analyze as well as develop IT, Product, ………….. Systems (i.e. ………..), and Investment Maximization strategies.

NAME OF COMPANY’s most powerful competitive advantage is the nature of our products and services render “competitors” and other……………..vendors as potential partners.  NAME OF COMPANY’s products and services are designed to bring standardization as well as industry bench-marking (both strategic and technical) while at the same time reducing cost and error.  Therefore, partnering with NAME OF COMPANY is attractive to vendor’s consulting firms as well as both large and small …………..consulting firms.  A relationship with NAME OF COMPANY positions our clients and strategic partners as leaders on the cutting edge of the industry. 

SWOT ANALYSIS

Strengths

  • Over 10,000 DELETED
  • Recognition of key senior staff/advisors as subject matter experts.
  • DELETED
  • DELTETED
  • Senior Staff has extensive experience in …………………….. NAME OF COMPANY’s CEO and founder……………..has been involved in co-authoring interpretation of …………………with the ……….and …………………, and …………………… for the last …….. years. All senior staff have been involved in either the ………., have expertise in ……………, or both.
  • Patent-pending ………………  Patent for …………………..
  • Experience and information regarding ……………………..required in order to meet the agency’s SOP.
  • Small staff.  Not encumbered with established, obstructionist corporate bureaucracy.

Weaknesses

  • Lack of investor funding.  Limited financial resources.
  • Lack of revenue.
  • Small staff.  No administrative support.
  • Sometimes “fuzzy” corporate infrastructure (communications, roles, policies, procedures, strategies)

Opportunities 

  • DELETED
  • NAME OF COMPANY’s significantly less expensive …………………  process and software renders the………………. development significantly less expensive, therefore allowing NAME OF COMPANY to obtain the majority of market share via establishing proprietary and industry-wide standardization of software, implementation,  procedures, and best practices.
  • Strategic alliances and partnerships.
  • CEO and other senior staff subject matter expertise (i.e. webinars, tutorials, media interviews, speaking engagements, white papers.)
  • Existing NAME OF COMPANY professional social networks and contacts.
  • Establish NAME OF COMPANY core competencies, standards, procedures as industry-wide standard for ………… and …………. best practices.
  • NAME OF COMPANY’s subject matter expertise allows the company to apply future new technologies to the goals of reduction of cost/error, as well as to contribute bringing new and effective ……………. devices to the public at large.

Threats

  • Similar technology being sold by competitor.  While competitor’s product is inferior in quality of application, this can confuse the market.
  • Cost of litigation to protect patent.
  • Product is untested in the live market place; no testimonial or documentation of product performance.
  • Hesitancy of both our target markets and the…………….. embrace unfamiliar technology as a solution for………………

MARKETING OBJECTIVES

The primary marketing objectives of NAME OF COMPANY are creating revenue and relationships necessary to achieve our mission to become the industry’s gold standard by providing services that are customized to our client’s needs yet set within standards that ensure smooth deployment and implementation.

Our company’s current lack of revenue and funding resources renders the primary marketing objective to be consistent, reliable, and profitable revenue streams in order to meet company milestones and obligations as well as meet requirements for venture capital investment.  The revenue goal for…………. is $500,000.

Consistent and profitable revenue streams require NAME OF COMPANY to identify and grow relationships that brand our company as the “gold standard” of ……………..software and consulting within the ………………….    industry sector.

MARKETING STRATEGIES

Utilization of “ready now” products (Continuous Improvement and Training, Quality Assurance, Regulatory, ……………, and Audits) to generate immediate revenue and establish relationships laying the foundation of credibility and trust in NAME OF COMPANY necessary to sell and/or partner with prospects to sell ……………. products and services.

Identify and engage in activities that establish NAME OF COMPANY as the industry standard for best practices and products within compliance and ……………….. in the ……………… industry.

Identify “Future Ready” companies within the industry in order to create strategic alliances and partnerships designed to bring NAME OF COMPANY …………into the marketplace.

MARKETING MIX

Products

NAME OF COMPANY offers a product bundle including “Ready Now” and “Future Ready” products and services.

Ready Now products and services include Continuous Improvement and Training, Quality Assurance, Regulatory, Validation, and Auditing to include:

  • DELETED

Future Ready products include:

  • DELETED

Price

NAME OF COMPANY pricing strategies are value-based (based on the buyer’s perception of value) as well as priced competitively (based on prices charged by competing firms).  Generally speaking NAME OF COMPANY offers superior products and services at a lower price point than the competition thereby increasing perceived value of our products and services as well as the return on our client’s investment in NAME OF COMPANY’s products and services.

NAME OF COMPANY offers allowances (price reductions) and trade discounts (a.k.a. “functional discounts”) in certain instances such as strategic partnerships (distribution channel members) and bundling of products/services.

Place (Distribution Channels)

NAME OF COMPANY uses both Direct Sales (selling directly to the consumer, no intermediary; i.e. business to business, in-person sales) and Reseller Sales (sales through an intermediary ; i.e. via strategic partners).  Reseller Sales are selective, meaning strategic partnerships and alliances chosen by NAME OF COMPANY must meet high-quality standards and share the principles and values that guide NAME OF COMPANY’s behavior in the market place.

Promotion

NAME OF COMPANY will utilize a targeted, yet broad spectrum of marketing and promotional plans, vehicles, and activities.  These will be directed towards industry decision makers as well as decision influencers.

NAME OF COMPANY will develop and follow a strategic tactical marketing communications plan to effectively promote our company and build our brand.

TACTICAL MARKETING COMMUNICATIONS PLAN

The Director of Marketing will create and implement a Tactical Marketing Communications Plan.  This plan will include, but is not limited to:

  • Online Marketing Vehicles (i.e. website, blog)
  • Online Communications (i.e. email, forums, surveys)
  • Online webinars and tutorials
  • Article Marketing
  • White Papers
  • Case Studies
  • Internet Business and Social Media
  • Press Releases/Publicity
  • Print and Internet Advertising
  • Conferences/Trade Shows (attend, sponsorships, presentation booth)
  • Speeches and Presentations (Industry and Community)
  • Business and Social Networking
  • Business to Business Direct Selling Plan
  • Corporate Identity Marketing Toolkit (i.e. letter head, brochures, folders, cut sheets, promotional items)

MARKETING IMPLEMENTATION

Marketing Organization

Although it is NAME OF COMPANY’s vision to benefit the ……………. industry as well as the general public via institution of industry-wide standardization within …………and computer systems………….., it is equally important to note that these standards are applied customized to suit the client’s particular needs and goals.

Targeted Markets

While there will certainly be cross-over between marketing activities and campaigns between groups, NAME OF COMPANY’s marketing efforts will be organized around the specific needs of each of the following targeted markets:

  • DELETED
  • DELETED
  • DELETED

RESPONSIBILITY, ACTIVITIES, TIMETABLES, EVALUATION AND CONTROL

A project management approach will be utilized to institute, plan, implement, and monitor marketing objectives as well as specific tactical marketing vehicles and activities.  All marketing vehicles and activities will be monitored in order to analyze and compare actual performance with plan objectives.

All marketing plan management will be the responsibility of the Marketing Director.  However, other staff members may be assigned to lead specific projects to meet objectives within the scope of the marketing plan.  In this instance, it is the responsibility of the Project Lead to report progress to the Marketing Director as directed.

Project Lead/Project Team will work with the Marketing Director and are responsible to establish time requirements, human resource needs, and financial or budgetary expenditures.  All financial or budgetary expenditures will be forwarded first to the COO for review and then to the CEO for approval prior to being executed.      

The Marketing Director will present a formal monthly report comparing actual versus planned activities to the COO and CEO on a monthly basis.  This report will also compare actual versus planned outcomes for the purpose of determining if any adjustments must be made.

                                                                   

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