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

The purpose of Gaian Adventure Fabrics and Notions' 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

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 completion1/1013/1/2001$0MarthaMarketing
Advertising campaign1/101Ongoing$9,400MarthaMarketing
Strategic partnerships1/101Ongoing$2,400MarthaMarketing
Search engine submission1/101Ongoing$1,880MarthaMarketing
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
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $13,680  
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  $13,680  

Contingency Planning

Difficulties and risks:

  • Problems generating visibility.
  • A sudden change of direction (a legitmate entry into the Internet) from an already established competitor.
  • Problems with shippers would have a significant ripple effect on Gaian.

Worst case risks may include:

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

Sales Forecast

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Contribution Margin

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