How to Write a Marketing Plan

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


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


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.

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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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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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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:


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