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

The purpose of Pegasus' 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.
  • Customer satisfaction.
  • New product development.

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 completion1/1/20032/1/2003$0StanMarketing
Webiste completion1/1/20033/15/2003$20,400outside firmMarketing
Advertising campaign #11/1/20036/30/2003$3,500StanMarketing
Advertising campaign #23/1/199912/30/2003$4,550StanMarketing
Development of the retail channel1/1/200311/30/2003$0StanMarketing
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $28,450  
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  $28,450  

Contingency Planning

Difficulties and Risks

  • Problems generating visibility, a function of being a internet-based start-up organization.
  • An entry into the market by an already established market competitor.

Worst Case Risks Include

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate equipment or intellectual capital to cover liabilities.

Sales Forecast

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Contribution Margin

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