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This sample marketing plan was created with Marketing Plan Pro software.

The purpose of Ideal's marketing plan is to serve as a guide for the organization.  The following areas will be monitored to gauge performance.

  • Repeat business.
  • Customer satisfaction.
  • Expenses: monthly and annual.

Implementation

The following milestones identify the key marketing programs. It is important to accomplish each one on time on budget.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20032/1/2003$0SarahDepartment
Trade show #11/1/20033/30/2003$800SarahDepartment
Trade show #24/1/20037/31/2003$1,000SarahDepartment
Trade show #38/1/200310/30/2003$900SarahDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $2,700  
PRStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total PR Budget  $0  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Other Budget  $0  
Totals  $2,700  

Contingency Planning

Difficulties and Risks

  • Problems generating visibility.
  • Regulatory changes in the insurance industry.
  • Fierce competition from a competitor.

Worst Case Risks May Include

  • Determining that the business cannot support itself.
  • Having to liquidate property to cover liabilities.

Sales Forecast

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Contribution Margin

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