The purpose of Fressen's marketing plan is to serve as a guide for the organization.
The following areas will be monitored to gauge performance:
- Revenue: monthly and annual.
- Expenses: monthly and annual.
- Repeat business.
- Customer satisfaction.
Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.
| Milestones |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2001 | 3/1/2001 | $0 | Susan | Marketing |
| Jewish newsletter ad capaign | 1/1/2001 | 12/31/2001 | $6,930 | Susan | Marketing |
| Synagogue newsletter ad campaign | 1/1/2001 | 12/31/2001 | $6,930 | Susan | Marketing |
| Networking activities | 1/1/2001 | 12/31/2001 | $2,900 | Susan | Marketing |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Other | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Total Advertising Budget | | | $16,760 | | |
| PR | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total PR Budget | | | $0 | | |
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Direct Marketing Budget | | | $0 | | |
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Web Development Budget | | | $0 | | |
| Other | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Other Budget | | | $0 | | |
| Totals | | | $16,760 | | |
Contingency Planning
Difficulties and risks:
- Problems generating visibility.
- Lower than forecasted demand.
- The entry of another already established competitor that recognizes the market potential.
Worst case risks may include:
- Determining that the business cannot support itself on an ongoing basis.
- Having to liquidate equipment to cover liabilities.
