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

The critical numbers for Sumptuous Cuisine Catering will be tracked with the following systems:

  • Salesforce.com database - Tracking leads, referrals, conversion rate, etc.
  • QuickBooks - Tracking revenue, transaction size, number of premium clients, etc.

Integrated reports will be generated on a weekly basis to see this data in the Gap Dashboard mentioned earlier.

Sales Forecast

Renovation of Sumptuous Ballroom will occur in the first three months of 2010, preparing for a March 15 opening of the space.

Off-site food and beverage has traditionally been the largest revenue stream for Sumptuous Cuisine Catering, as this is the driver behind all of the other revenue streams. Subcontracted services, staffing, referral fees, and event planning are only offered when there is a core food and beverage package sold for an event. The F&B for Sumptuous Ballroom events has been separated out for separate tracking, going forward, as have venue rentals of Sumptuous Ballroom.

A typical event is a $10,000 food and beverage package with $5,000 in subcontracted services, $8,000 in staffing, and $1,500 in event planning fees. Typical events at Sumptuous Ballroom will also incur a hall rental of $2,500 as a base fee.

The F&B cost is low, at 25% of the combined off-site and Sumptuous Ballroom F&B revenues. Ingredients are purchased in bulk whenever possible at wholesale rates.A high markup can be earned on food and an even higher markup on liquor, which can sometimes cost as little as 15% of sales.

The cost of hourly event staff (bartenders, waiters, coat check, door check, restroom attendants, event managers, etc.) is recognized on the P & L statement under other cost of sales as it is subcontracted services and not a cost of inventory.

Sumptuous Ballroom revenues will scale up sharply in the first year as the space is better utilized, but this growth will level off in years two and three, as not all event dates are as desirable to clients and the most popular dates will book first. This projection incorporates the objective that the hall be utilized on 50% of days by the end of year three.

Sumptuous Cuisine Catering will continue to operate as the in-house caterer to Corporate Hall. They believe that this business line of events will continue even with the addition of its own space, because Corporate Hall hosts primarily smaller meetings than can be accommodated at Sumptuous Ballroom. Sumptuous Cuisine Catering considers the two spaces to not be in direct competition. The relationship with Corporate Hall will allow Sumptuous Cuisine to refer smaller meetings to that space, perhaps helping to build business at Corporate Hall through new inquiries.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
Off-Site Food & Beverage $784,537 $941,444 $1,129,733
Sumptuous Ballroom F & B $79,687 $103,593 $134,671
Subcontracted Services $354,801 $425,761 $510,913
Hall Rentals $168,750 $236,250 $307,125
Staffing $648,168 $783,778 $948,303
Referral Fees/Commissions $108,028 $130,630 $158,051
Event Planning $108,028 $130,630 $158,051
Total Sales $2,251,998 $2,752,086 $3,346,846
Direct Cost of Sales Year 1 Year 2 Year 3
Food and Beverage Cost $216,056 $261,259 $316,101
Other $0 $0 $0
Subtotal Direct Cost of Sales $216,056 $261,259 $316,101

Marketing Expense Budget

Regular marketing expenses will increase each year by about 5% with the exception of the "Service Process" category, which increases faster as it moves in tandem with the number of clients.

Event marketing includes non-profit events (space and some services will be donated, but attempt will be made to break even on out-of-pocket expenses for these events), summer business fair, and quarterly open house events.

One-time costs associated with Sumptuous Ballroom in the milestones table are not represented here generally.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Advertising $27,000 $28,350 $29,768
PR $2,400 $2,520 $2,646
Web Development $36,000 $37,800 $39,690
Event Marketing $33,000 $34,650 $36,383
Service process (thank yous, etc) $7,959 $9,550 $11,460
Other $6,000 $7,200 $7,560
------------ ------------ ------------
Total Sales and Marketing Expenses $112,359 $120,070 $127,506
Percent of Sales 4.99% 4.36% 3.81%

Key Marketing Metrics

Leads will be the driver behind most growth. They will lead directly to referrals and testimonials (an average of one referral and one testimonial from each converted lead). Premium clients (those planning at least three events per year) will grow consistently as a group.

Due to practice and focus both the average transaction per customer and the conversion rate are expected to increase over the next three years.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $2,251,998 $2,752,086 $3,346,846
Leads 1,929 1,489 1,529
Leads Converted 9.25% 11.00% 12.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $10,000 $11,000 $12,000
Referrals 360 328 367
PR Mentions 37 36 40
Testimonials 180 164 183
Number of new "Premium Clients" 15 20 25

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