
|
|
& Non-Disclosure
This document contains proprietary and confidential information. All data submitted to [RECEIVING PARTY] is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with [YOUR COMPANY NAME]. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.
The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not to duplicate or distribute or permit others to duplicate or distribute any material contained herein without [YOUR COMPANY NAME]'s express written consent.
[YOUR COMPANY NAME] retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.
BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.
3. Marketing Goals and Objectives
4. Industry and Market Analysis
Provide a brief history of your company and explain what your business does.
Briefly describe the problem or the pain that the customer feels in order to establish that your business is really offering value to the customer.
The solution is your product or service! However, if you want to set apart from the competition, your solution must be different and unique. Provide a very brief overview and description of your products and services, with emphasis on distinguishing features.
Provide a brief description of the market you will be competing in. Here you will define your market, how large it is, and how much of the market share you expect to capture.
Identify the direct and indirect competitors, with analysis of their pricing and promotional strategies, as well as an assessment of their competitive advantage.
Main Competitors
Name |
Sales |
Market Share |
Nature/Type |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Clearly state the capital needed to start or expand your business. Summarize how much money has been invested in the business to date and how it is being used.
Source of Funds:
Sources |
Amount |
Percentage |
Owner’s Contribution |
|
|
Term Loan |
|
|
New Equity Financing |
|
|
Other |
|
|
Total |
|
|
Use of Funds:
Category |
Amount |
Percentage |
Sales & Marketing |
|
|
Capital Expenditures |
|
|
G & A Expenses |
|
|
Other |
|
|
Total |
|
|
Who are the business owners? Provide a brief history of the company; describe the business, tell the length of time in operation; explain where you are in your business cycle; the location of your company. Also, explain why investors and lenders should be interested in getting involved in your business idea.
Describe the product / service you are selling; the benefits of your product over your competition; tell where you compete (local, national, etc.)
Product / Service Name |
Description |
Price |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
List your goals (Short, medium and long term). Make them measurable.
Describe the objectives that you want to reach. Use the SMART acronym (Specific, Measurable, Agree, Realistic, Time Based) to be sure that they are realistic.
Goal / Objective |
Description |
Due Date |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Describe your industry like the current situation (growing, maturing, declining), the size, the level of competition; trends and drivers; PESTLE etc. Be concise then fill the chart below.
Factor |
Description |
Political |
|
Economical |
|
Social |
|
Technological |
|
Environmental |
|
Describe your market; name the competitors; explain their market share and their positioning; their strategies; the segmentation of your market, etc.
What are you really good at (Strengths)? In which areas your business has a disadvantage versus competitors (weaknesses)? What situations in your marketplace could you exploit to your advantage (opportunities)? What conditions or situations in the marketplace could work against you (threats)?
|
Competitor 1 |
Competitor 1 |
Competitor 3 |
Location |
|
|
|
Time in business |
|
|
|
Target market |
|
|
|
Uniqueness Factor |
|
|
|
SWOT |
|
|
|
Website |
|
|
|
Explain who your target customers are and how they behave?
Describe them: their age, gender, education, income level, social status, location, etc.
What are their lifestyle, activities, values, interests or opinions?
What are their needs, buying patterns and motivations for buying?
Why would they buy your product/services over others?
Write your USP (Unique Selling Proposition). Your USP must articulate a compelling and decisive advantage you have over the competition.
Need gap that your products or services fills for your customers.
Explain what differentiates your products/services from others in the market.
Explain what gives your products and/or services an edge.
Explain what makes your business stand out or distinct from your competitors.
Describe the strategies that you will use to position yourself; explain the marketing activities that you will do the sell your product / service to differentiate yourself from your competitors and encourage customers to choose your business.
Describe your long-term product strategy. Explain the features and benefits you offer; the size, color, etc. How will the customer use it? Where will the client use it? What is it to be called? How is it branded? Quality? Policy return?
Describe the value of the product or service to the buyer. How will your price compare with your competitors? Is the customer price sensitive?
Where do your clients look for your service or product? How do you access the different distribution channels? How is your distribution strategy different from your competitors?
How will you reach your audience? By online advertising, in the press, on TV, on radio? When is the best time to promote? Is there seasonality? How are your competitors doing their promotion? How does it influence your choice of promotional activities?
People
How will you use your salesforce? Do you have training in place to drive constant improvement? Does your team understand the process for handling client interactions?
What are the processes involved in delivering your products and services to the customer? Will it be standardized? Tailored? What are the elements in place to ensure the same quality of service?
Explain how you will use your physical location to improve customer experience. What will be the tangible elements to increase the consumer experience?
Explain how you will use operations to add value for customers in your target market.
Explain what you will do in-house and what you will purchase (make vs. buy).
Explain how your company will operate on an ongoing basis.
Describe locations of production, sales, storage areas, and buildings. Explain lease or ownership details. Complete the chart below.
Activity |
Start Date |
End Date |
Project Owner |
Status |
Product design & development |
|
|
|
|
Sales & marketing |
|
|
|
|
Distributors |
|
|
|
|
Resources to acquire |
|
|
|
|
How much you expect to spend this year? Explain how the money will be spend.
State the major assumptions of your projection; the expenses that you will incur and the forecast of the next 5 years of your sales.
State the market share you will hope to attain. How do you plan to reach that level? In which timeframe?
Balance Sheet Summary
|
Year 1 |
Year 2 |
Year 3 |
Year 4 |
Year 5 |
Assets |
|
|
|
|
|
Liabilities |
|
|
|
|
|
Equity |
|
|
|
|
|
Income Statement Summary
|
Year 1 |
Year 2 |
Year 3 |
Year 4 |
Year 5 |
Revenue |
|
|
|
|
|
Cost of Goods Sold |
|
|
|
|
|
Gross Profit |
|
|
|
|
|
Operating Costs |
|
|
|
|
|
Finance & Admin |
|
|
|
|
|
Sales & Marketing |
|
|
|
|
|
Total Expenses |
|
|
|
|
|
Income Before Tax |
|
|
|
|
|
Less: Income Tax |
|
|
|
|
|
Net Income |
|
|
|
|
|
Explain your funding request. It should include amount needed, structure of the deal, interest, collateral, anticipated return, ownership willing to give, etc. Sell the advantages of your proposal to the investor.
Clearly, state the capital needed to start or expand your business. Describe why you need the funds and how parties will benefit from the opportunity.
What have you learnt? What must be improved? What correctives action will be done? In which timeframe?
[YOUR COMPANY NAME] MARKETING PLAN Prepared for: [SPECIFY] Prepared by: [YOUR NAME] [YOUR TITLE] [DATE]
Since 2001, Biztree has helped over 12,000,000 entrepreneurs, business owners, executives and managers to start, run and grow their business more efficiently. Our Business-in-a-Box software gives you instant access to our entire collection of 1,800 business and legal document templates.
Whether you need to write a business plan, legal contracts, proposals, business letters, board resolutions, policies, spreadsheets or any other business document, simply fill in the blanks and get the job done in minutes!