Mission and goals (2 pages): Mission & vision What they are, why they are important Examples of great company vision/mission statements youve found Goals and objectives What they are, why they are important What SMART goals are Examples of specific goals they might set Market Analysis (4-5 pages) SWOT analysis Definition Example/suggestions of what theirs might have in it Qualitative research Definition/types/reasons for doing Examples of qualitative questions a focus group moderator might ask a panel of 10 potential customers Quantitative research Definition/types/reasons for doing Examples of quantitative questions that might appear on a survey they emailed to 100 people Product and positioning (3-4 pages) Importance of target audience and point of difference Differentiation ideas should it be an Italian bakery? Gluten free bakery? Other? What a competitive analysis might include 4 Ps (2-4 pages) Statement of specific things their marketing plan should include For example: Product specifically what types of items theyd offer and any differences in how they prepared them Place options where they should be located Price how should they base their pricing? Promotion media/communication options and suggestions Measurement and execution (1-2 pages) Types of information an investor might look at, and time frame Examples of what one looks like