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 |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2001 | 2/1/2001 | $0 | Major | Department |
| Networking 1st and 2nd quarter | 1/1/2001 | 6/30/2001 | $775 | Major | Department |
| Advertising 1st and 2nd quarter | 1/1/2001 | 6/30/2001 | $400 | Major | Department |
| Career Services Networking 1st and 2nd quarter | 1/1/2001 | 6/30/2001 | $250 | Major | Department |
| Networking 3rd and 4th quarter | 7/1/2001 | 12/31/2001 | $785 | Major | Department |
| Advertising 3rd and 4th quarter | 7/1/2001 | 12/31/2001 | $450 | Major | Department |
| Career Services Networking 3rd and 4th quarter | 7/1/2001 | 12/31/2001 | $350 | Major | 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 | | | $3,010 | | |
| 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 | | | $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.
