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How to Write a Marketing Plan
Subject Line: TWM Release - How to Write a Marketing Plan
The Write Market Release
Vol 2. Issue 9
How to Write a Marketing Plan
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CONTENTS IN THIS ISSUE
1. Editor's Remarks
2. How to Write a Marketing Plan - Part I
a) Outline for a Business Plan
b) Outline for a Marketing Plan
c) 555 Marketing Ideas
d) Marketing Course Newsletter Network (MCNN)
3. What's New at The Write Market
4. Get Your Ad in TWM's Release!
5. Administrative Information
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EDITOR'S REMARKS
Welcome to a new year!
This is an exciting time for internet marketing and
starting with this issue, we are going to help you
learn how to write your own marketing plan!
In this issue, we're going to present the outline for
your marketing plan. If you print out this outline,
we will help you fill it in with more details over the next
several issues. Your marketing plan is going to change
and evolve as your business grows and as you learn
what works and doesn't work.
Next, I am proud to present our first book!
If you enjoyed our tutorial on How to Get Ranks in the
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Enjoy our new tutorial!
Write on,
Renee Kennedy
rkennedy@thewritemarket.com
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OUTLINE FOR A BUSINESS PLAN
During the next few months, we are going to provide
specific strategies and ideas in order to help you create
a marketing plan. However, the marketing plan is only one
part of your overall plan or your business plan.
A business plan can be used for a few key reasons:
- to state your objectives so that you have a clear picture
of where you want your business to go
- to be used as a financial proposal
Provided directly below, you will find a sample outline for a
business plan. You can see how your marketing plan
would fit into this approach. (V and VI are a general
outline of your marketing plan.)
I. Summary
A. Objectives
B. Description of the business
C. Products and Production
D. Marketing Strategy
E. Management
F. Finances
II. Company
A. Ownership
B. Location and facilities
C. History
D. Goals and milestones
III. Products
A. Description
B. Features and comparison
C. Research and development
IV. Production Plan
A. Labor
B. Suppliers
C. Equipment
D. Property and facilities
E. Subcontractors
F. Manufacturing costs
V. Market Research and Analysis
A. Target market
B. Market survey
C. Industry analysis
D. Competition
VI. Marketing Strategy
A. Sales and distribution
B. Advertising and public relations
C. Positioning
D. Pricing
E. Strategic alliances
VII. Management
A. Description of management team
B. Remuneration
C. Shareholders
D. Consultants
VIII. Financial Strategy
A. Reason for financing
B. Sources of financing
C. Financial package
D. Time line
IX. Budget
X. Supporting Documents
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_____________________________
OUTLINE FOR A MARKETING PLAN
1. Market Research
Collect, organize, and write down data about the market
that is currently buying the product(s) or service(s) you will
sell. (From now on we'll refer to your products or services
as "product.") Some areas to consider:
- Market dynamics, patterns including seasonality
- Customers - demographics, market segment, target
markets, needs, buying decisions
- Product - what's out there now, what's the competition
offering
- Current sales in the industry
- Benchmarks in the industry
- Suppliers - vendors that you will need to rely on
2. Target Market
Find niche or target markets for your product and
describe them.
3. Product
Describe your product. How does your product relate
to the market? What does your market need, what do
they currently use, what do they need above and beyond
current use?
4. Competition
Describe your competition. Develop your "unique
selling proposition." What makes you stand apart from
your competition? What is your competition doing about
branding?
5. Mission Statement
Write a few sentences that state:
- "Key market" - who you're selling to
- "Contribution" - what you're selling
- "Distinction" - your unique selling proposition
6. Market Strategies
Write down the marketing and promotion
strategies that you want to use or at least consider using.
Strategies to consider:
- Networking - go where your market is
- Direct marketing - sales letters, brochures, flyers
- Advertising - print media, directories
- Training programs - to increase awareness
- Write articles, give advice, become known as an expert
- Direct/personal selling
- Publicity/press releases
- Trade shows
- Web site
7. Pricing, Positioning and Branding
From the the information you've collected, establish
strategies for determining the price of your product,
where your product will be positioned in the market
and how you will achieve brand awareness.
8. Budget
Budget your dollars. What strategies can you afford?
What can you do in house, what do you need to outsource.
9. Marketing Goals
Establish quantifiable marketing goals. This means
goals that you can turn into numbers. For instance,
your goals might be to gain at least 30 new clients or
to sell 10 products per week, or to increase your
income by 30% this year. Your goals might include
sales, profits, or customer's satisfaction.
10. Monitor Your Results
Test and analyze. Identify the strategies that are working.
- Survey customers
- Track sales, leads, visitors to your web site, percent
of sales to impressions
Next month, stay tuned for more information on how to
conduct market research.
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___________________
LARRY DOTSON'S 555
Need some ideas for new marketing strategies? Larry
Dotson has come up with hundreds of distinct ideas
to help you find ways to market your products and
services.
The Write Market has compiled these ideas into
sections to make it easier for you to find what you're
looking for.
Topics include ideas to increase your sales, free offers,
ezine marketing, web site promotion ideas, ways to
promote your business and increase your credibility,
and unique marketing ideas.
We've created this database to help you out when
you're stumped for an idea. Check it out:
http://www.thewritemarket.com/dotson.shtml
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MARKETING COURSE NEWSLETTER NETWORK (MCNN)
If you haven't checked out the Marketing Course
Newsletter Network (MCNN) in a while, now is the time!
http://www.thewritemarket.com/newsletter.shtml
We started MCNN about 1 1/2 years ago on the idea that
email newsletters should provide helpful information, written
in a format that is easy to follow. (Hence the word, "Course")
All of the newsletters in MCNN are free.
Recently, we have updated our list of ezines.
Our goal is to provide a well rounded education
covering many different niche areas of web promotion.
Currently we have:
1. The Write Market Release (this newsletter): focus - writing
2. Ebooks N' Bytes Informer: focus - ebooks
3. Web Ad.vantage eMarketing Tips: focus - general online promotion
4. Search Engine News: focus - promoting in the search engines.
You may pick and choose the newsletters that you sign
up for. We also have a strict privacy policy. We do not
lend nor sell your email address to any other ezines or
advertisers.
Check it out:
http://www.thewritemarket.com/newsletter.shtml
__________________
SPONSOR MESSAGE
Web Ad.vantage eMarketing Tips
Online marketing tips for everyone ranging from Internet
newbies to Fortune 500 executives.
Extremely useful and jam packed with information.
Sign up today and stay in the Internet marketing loop!
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______________________________
WHAT'S NEW AT THE WRITE MARKET
Our book!
My Promotion Journal: Search Engines and Directories
http://www.thewritemarket.com/promotion-journal.htm
Larry Dotson's 555 - over 500 ideas for marketing and promotion:
http://www.thewritemarket.com/dotson.shtml
________________________
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