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This sample marketing plan was written by Joe Dager of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

The following sub-topics outline our planned sales forecast, marketing expenses and key marketing metrics.

8.1 Sales Forecast

We project our sales to increase and to add at least one additional client each year. Due to the economic condition we feel that assessment will be strong and we can be a little selective in choosing our clients. This will help put us into a more successful position and command slightly higher fees.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
Assessment $32,500 $40,000 $40,000
Travel $20,000 $25,000 $28,000
Consulting $117,500 $125,000 $150,000
Total Sales $170,000 $190,000 $218,000
Direct Cost of Sales Year 1 Year 2 Year 3
Assessment $12,500 $14,000 $14,000
Travel $20,000 $25,000 $28,000
Consulting $12,000 $14,000 $15,000
Subtotal Direct Cost of Sales $44,500 $53,000 $57,000

8.2 Marketing Expense Budget

We have certain online and off-line programs that we use to maintain our referral base. We also attend trade conferences and associations to maintain a presence in our area of expertise.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Advertising $1,350 $1,500 $2,000
Social Media, Website, Blogging $1,575 $2,000 $2,500
Associations, Trade $2,200 $2,500 $2,500
------------ ------------ ------------
Total Sales and Marketing Expenses $5,125 $6,000 $7,000
Percent of Sales 3.01% 3.16% 3.21%

8.3 Key Marketing Metrics

We will look at increasing our leads and gathering more assessments, but again will be more selective of customers we choose in actually handling the turnaround. If any area of the business is to grow, it will be in the assessment area.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $170,000 $190,000 $218,000
Leads 99 120 130
Leads Converted 17.08% 15.00% 15.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $6,800 $8,500 $9,000
Referrals 22 25 25
PR Mentions 8 10 12
Testimonials 8 12 15
Other 0 0 0

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