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Marketing Coach Marketing Plan

by Joe Dager

Marketing Coach

This sample marketing plan was written by Joe Dager of Business 901. This sample marketing plan can be edited directly in Marketing Plan Pro software.

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Critical Numbers

Our sales are based on formulating a contact manager system that is very much like having a basket for each part of our marketing funnel. Our key numbers will consist of watching any significant number increase or decrease from the typical conversion rate to the next step in the funnel. When the conversion is unbalanced we will go directly to the previous step in the process to see what has happened.

12.1 Sales Forecast

Our projected sales are based on traditional expectations of webinars, consulting fees and product sold. We are not expecting radical change in the mixture or the quantity. Current financial trends are important to the attendance of our webinars and will be a leading indicator for us to monitor.

Sales Forecast
2009 2010 2011
Sales
Webinars $41,900 $55,000 $65,000
Consulting $59,500 $75,000 $100,000
Materials $14,400 $17,500 $20,000
Total Sales $115,800 $147,500 $185,000
Direct Cost of Sales 2009 2010 2011
Labor $10,475 $13,750 $16,250
Material $5,250 $7,500 $10,000
Marketing $5,100 $8,750 $10,000
Subtotal Direct Cost of Sales $20,825 $30,000 $36,250

12.2 Marketing Expense Budget

Our monthly expenses are managed very closely as we practice very much what we preach. We do not respond to the Marketing Idea of the week and as a result the budgeting stays very consistent. We do not see a large increase in developing more sales as many of the tools we use are relatively low cost or free. The one cost that could increase significantly is if we decide to become a major contributor in a trade association. If we cannot have our expenses picked up as a speaker, travel cost could significantly change our marketing budget.

Marketing Expense Budget
2009 2010 2011
Advertising $1,200 $1,800 $2,000
PR $1,580 $2,000 $2,500
Direct Marketing $4,500 $5,000 $6,000
Web Development $2,500 $3,500 $5,000
------------ ------------ ------------
Total Sales and Marketing Expenses $9,780 $12,300 $15,500
Percent of Sales 8.45% 8.34% 8.38%

12.3 Key Marketing Metrics

Our system needs to be optimized this year by keeping people in the funnel. The cost of getting someone started is significant and once they have been acquired and started through the process, it is part of the process and only adds to others entering our funnel. The average sale per customer is low due to the cost of entry into the funnel.  

Key Marketing Metrics
2009 2010 2011
Revenue $115,800 $147,500 $185,000
Leads 2,950 0 0
Leads Converted 11.67% 0.00% 0.00%
Avg. Transactions/Customer 2 0 0
Avg. $/Customer $172 $0 $0
Referrals 21 0 0
PR Mentions 390 0 0
Testimonials 10 0 0
Other 0 0 0
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Sales Forecast
2009 2010 2011
Sales
Webinars $41,900 $55,000 $65,000
Consulting $59,500 $75,000 $100,000
Materials $14,400 $17,500 $20,000
Total Sales $115,800 $147,500 $185,000
Direct Cost of Sales 2009 2010 2011
Labor $10,475 $13,750 $16,250
Material $5,250 $7,500 $10,000
Marketing $5,100 $8,750 $10,000
Subtotal Direct Cost of Sales $20,825 $30,000 $36,250
Marketing Expense Budget
2009 2010 2011
Advertising $1,200 $1,800 $2,000
PR $1,580 $2,000 $2,500
Direct Marketing $4,500 $5,000 $6,000
Web Development $2,500 $3,500 $5,000
------------ ------------ ------------
Total Sales and Marketing Expenses $9,780 $12,300 $15,500
Percent of Sales 8.45% 8.34% 8.38%
Key Marketing Metrics
2009 2010 2011
Revenue $115,800 $147,500 $185,000
Leads 2,950 0 0
Leads Converted 11.67% 0.00% 0.00%
Avg. Transactions/Customer 2 0 0
Avg. $/Customer $172 $0 $0
Referrals 21 0 0
PR Mentions 390 0 0
Testimonials 10 0 0
Other 0 0 0