Marketing Plan

Your Business

Business name:

Guidance:What's your business registered business name? If you haven't registered a business name, add your proposed business name here.

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Business structure:

Guidance:What's the formal structure of your business? Are you a sole trader, in a partnership, trust, or company?

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ABN:

Guidance:What's your registered Australian Business Number?

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Business location:

Guidance:Where does your business operate from?

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Date established:

Guidance:When did you begin trading?

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Business owner(s):

Guidance:Who are the owners of the business?

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Owner/s experience:

Guidance:Create a brief summary of your (and other owners) experience in the industry and any major achievements/awards.

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Market Overview

Target market:

Guidance:In one or two sentences, summarise the key statistics for your target market. This may include the size and growth potential of your market, as well as key demographics such as age, gender, income level, etc.

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Customer profile:

Guidance:What's the profile of an ideal customer for your business? In one or two sentences, clearly define your ideal customer - their needs, buying patterns, and motivations for buying.

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Competitor profile:

Guidance:What's the profile of a typical competitor for your business? What marketing mix do they use? Have you identified any gaps in their marketing strategy?}

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Marketing Goals/objectives:

Guidance:In one or two sentences, summarise the key marketing objectives for your business. Your objectives may be financial, with a goal to increase sales, marketing focused to build awareness of your product or service, or online to build engagement with online customers and business networks.

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Background Analysis

The background analysis should give a snapshot of where you are right now, where you have been and where you want to go. Undertaking this process will help you to define your business's capabilities and find opportunities within your particular market. Finally, defining your core business elements will ensure that your marketing plan and overall business strategy work together seamlessly.

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SWOT analysis

Guidance:Use the table below to list each of your business's Strengths, Weaknesses, Opportunities, or Threats (S.W.O.T.).

Strengths	Weaknesses
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Opportunities	Threats
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Competitor analysis:

Guidance:Use the table below to analyze at least 3 competitors.}

Competitor	Market share (%)	Strengths	Weaknesses
{insert Competitor's name}	{insert Estimated percentage of market share}	{insert What are your competitor's main strengths?}	{insert What are your competitor's main weaknesses?}

Marketing Strategy:

Guidance:Use this section to detail the overall strategy you will use to position yourself within the market to meet your customers' needs.Whatever your strategy, your goal should be to differentiate yourself from your competitors to encourage customers to choose your business first.The specific elements that make up your marketing strategy are typically referred to as the marketing mix. Each element can be varied to broaden the appeal of products and services, and will therefore have a direct impact on sales.

The 4 P's of marketing

Your PRODUCT (or SERVICE)

The PRICING of your product or service

Your POSITION (place) in the marketplace

The PROMOTION of your product of service

Marketing Activity

Guidance:Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to achieve your marketing objectives. As you create these activities, keep referring back to your marketing mix - it will help you to assess which activities are worth the time and effort to implement.

What steps or activities will you undertake to achieve your marketing objectives?

Marketing activity/milestone	Person responsible	Date of expected completion	Cost ($)	Success indicator
{Print advertising, online advertising, mail-out, giveaway, media release, event, website, blog/social media, public relations, branding, and artwork, or publications and catalogs orutilize.}	{Who is responsible for completing this task?}	{When do you expect to complete the marketing activity?}	{Estimated cost of the activity.}	{What indicator/ measurement result will need to be met before this activity is considered a success?}

Technology Changes

What technology changes do you foresee within the next 5 years	How could the business utilise these changes to make improvements