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

This section will offer a financial overview of ESR as it relates to the marketing activities.  Executive will address break-even analysis, sales forecasts, expense forecasts, and how those link to the marketing strategy.

Break-even Analysis

The break-even analysis indicates that $1,053 is needed in monthly revenue to achieve the break-even point.

Break-even Analysis

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Break-even Analysis
  
Monthly Revenue Break-even$1,000
  
Assumptions: 
Average Percent Variable Cost5%
Estimated Monthly Fixed Cost$1,000

Sales Forecast

The first month will be spent setting up the office; sales activity will be slow. In addition to dealing with legal and advertising issues, time will be spent with the physical assembly of the office and the development of the back-end systems.

During the first month Dan will be developing the structured behavioral interview system. By the second month the office will open and ready to go. Dan will be working with both emerging clients as well as bringing in executives and running them through the screening process once he knows what positions he is looking to fill.

Sales will grow steadily from month two. Executive expects to have a surge by month four and will respond by hiring an account executive to help handle the accounts.

Sales Forecast

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Sales Forecast
 200320042005
Sales   
High-tech firms$96,640$156,478$181,547
Non-high-tech firms$22,929$26,654$31,254
Total Sales$119,569$183,132$212,801
    
Direct Cost of Sales200320042005
High-tech firms$4,832$7,824$9,077
Non-high-tech firms$1,146$1,333$1,563
Subtotal Direct Cost of Sales$5,978$9,157$10,640

Expense Forecast

The marketing expenses will be budgeted so that they are fairly high during the first quarter.  The reasoning for this is as a start-up organization, it is important to build brand immediately. Expenses will decrease in the summer months and ramp up for the fall hiring push.

Marketing Expense Budget

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Marketing Expense Budget
 200320042005
Advertisments$8,250$10,000$12,000
Other$2,600$3,000$4,000
Other$0$0$0
 ------------------------------------
Total Sales and Marketing Expenses$10,850$13,000$16,000
Percent of Sales9.07%7.10%7.52%

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