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

The purpose of HCM'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.
  • Expense: monthly and annual.
  • Repeat business.
  • Customer satisfaction.

Implementation

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

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20012/1/2001$0MajorDepartment
Networking 1st and 2nd quarter1/1/20016/30/2001$775MajorDepartment
Advertising 1st and 2nd quarter1/1/20016/30/2001$400MajorDepartment
Career Services Networking 1st and 2nd quarter1/1/20016/30/2001$250MajorDepartment
Networking 3rd and 4th quarter7/1/200112/31/2001$785MajorDepartment
Advertising 3rd and 4th quarter7/1/200112/31/2001$450MajorDepartment
Career Services Networking 3rd and 4th quarter7/1/200112/31/2001$350MajorDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $3,010  
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  $3,010  

Contingency Planning

Difficulties and risks:

  • Problems generating visibility.
  • An unhelpful capital market.
  • Equity taken in the companies turns out to be worthless.

Worst case risks may include:

  • Determining the business cannot support itself on an ongoing basis.
  • The need to liquidate equipment, or intellectual property, to cover liabilities.

Sales Forecast

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Contribution Margin

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