Developing a Marketing Plan
SCORE – Eastern Central Iowa
• Profitable: greater revenue than expense • Strong team: more than just the CEO • Consistent success: not a one-year wonder • Effectively connected with the market
CONNECTION
Our Company
WE’VE GOT A PRODUCT/SERVICE THAT WILL BENEFIT CUSTOMERS
PEOPLE KNOW ABOUT OUR PRODUCT/SERVICE AND ARE WILLING TO BUY IT
The Market WE CAN SELL OUR PRODUCT/SERVICE FOR A PROFIT ALLOWS US TO THRIVE
WE CAN PRODUCE AND DELIVER OUR PRODUCT/SERVICE
Your place in the market
Your customers
How you stack up with the competition
Messages
Communications Channels
Frequency of
message delivery Jan Feb Mar Web
x
x
Direct Mail
x
Personal Visits
May
x
x
x
Trade Show Email Blast
Apr
Jun
Jul
x
x
x
Aug
Sep
x
x
Oct Nov Dec x
x
x
x
x x
x x
x
x x
x
x
x x
The Budget Item
Cost
Frequency Total
Item
$ (in 000’s)
% of Revenue
Web
$150/mo
12 months
$600
Gross Revenue
$1,200
Direct Mail
$1000 per mailing
4 mailings
$4,000
Costs of Goods Sold
$1,000
83%
Trade Show
$7500
once
$7,500
Overhead Expense
$120
60%
Email Blast
$50 per blast
6 blasts
$300
Marketing
$16
1.3%
Net Income
$80
6.7%
Personal visits
$1,200 per visit
3 visits
TOTAL
$3,600 $16,000
• Profitable: greater revenue than expense • Strong team: more than just the CEO • Consistent success: not a one-year wonder • Effectively connected with the market
CONNECTION
Our Company
WE’VE GOT A PRODUCT/SERVICE THAT WILL BENEFIT CUSTOMERS
PEOPLE KNOW ABOUT OUR PRODUCT/SERVICE AND ARE WILLING TO BUY IT
The Market WE CAN SELL OUR PRODUCT/SERVICE FOR A PROFIT ALLOWS US TO THRIVE
WE CAN PRODUCE AND DELIVER OUR PRODUCT/SERVICE
Your place in the market
Your customers
How you stack up with the competition
Messages
Communications Channels
Frequency of
message delivery Jan Feb Mar Web
x
x
Direct Mail
x
Personal Visits
May
x
x
x
Trade Show Email Blast
Apr
Jun
Jul
x
x
x
Aug
Sep
x
x
Oct Nov Dec x
x
x
x
x x
x x
x
x x
x
x
x x
The Budget Item
Cost
Frequency Total
Item
$ (in 000’s)
% of Revenue
Web
$150/mo
12 months
$600
Gross Revenue
$1,200
Direct Mail
$1000 per mailing
4 mailings
$4,000
Costs of Goods Sold
$1,000
83%
Trade Show
$7500
once
$7,500
Overhead Expense
$120
60%
Email Blast
$50 per blast
6 blasts
$300
Marketing
$16
1.3%
Net Income
$80
6.7%
Personal visits
$1,200 per visit
3 visits
TOTAL
$3,600 $16,000
