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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Critical numbers will be tracked by the business software, including the point-of-sales system, which interfaces directly with a CRM system that can track loyalty club members (as their information is entered directly into the system), testimonials, and PR mentions (found via Google alerts and scanning newspapers). Marketing expenses are tracked by the accounting software which interfaces with the POS software to provide a full financial picture of the business.

12.1 Sales Forecast

The sales forecast shows items split into three basic categories:

  • Basic pastries, geared towards on-the-go customers
  • Full breakfast options including fruit and a drink
  • Drinks, which are expected to be purchased on their own, or with basic pastries

Sales are expected to rise 5% per month in the first year and then 10% annually in the second and third years. Direct costs for the items are a low percentage of the total prices, and refer to the costs of ingredients and packaging given to customers.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Basic Pastries 39,793 56,441 62,085
Full breakfast options 23,876 33,865 37,251
Coffee and drinks 23,876 33,865 37,251
Total Unit Sales 87,544 124,171 136,588
Unit Prices Year 1 Year 2 Year 3
Basic Pastries $1.50 $1.50 $1.50
Full breakfast options $5.00 $5.00 $5.00
Coffee and drinks $1.50 $1.50 $1.50
Sales
Basic Pastries $59,689 $84,662 $93,128
Full breakfast options $119,378 $169,324 $186,256
Coffee and drinks $35,814 $50,797 $55,877
Total Sales $214,881 $304,782 $335,261
Direct Unit Costs Year 1 Year 2 Year 3
Basic Pastries $0.38 $0.38 $0.38
Full breakfast options $1.25 $1.25 $1.25
Coffee and drinks $0.22 $0.23 $0.23
Direct Cost of Sales
Basic Pastries $14,922 $21,165 $23,282
Full breakfast options $29,845 $42,331 $46,564
Coffee and drinks $5,372 $7,620 $8,382
Subtotal Direct Cost of Sales $50,139 $71,116 $78,228

12.2 Marketing Expense Budget

Marketing expenses on an ongoing basis are expected to total almost 10% of sales in the first year and drop to about 7.5% of sales in subsequent years. The initial development costs for marketing are included in the Milestones chart and are not represented here. Most marketing expenses are expected to rise 10% annually along with sales, except for loyalty club promotion costs which will rise more quickly.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Website and Online Marketing $1,800 $1,980 $2,178
Print and Poster Advertising $12,000 $13,200 $14,520
Mystery Customers $3,000 $3,300 $3,630
Loyalty Club Promotions $3,750 $4,500 $4,950
------------ ------------ ------------
Total Sales and Marketing Expenses $20,550 $22,980 $25,278
Percent of Sales 9.56% 7.54% 7.54%

12.3 Key Marketing Metrics

Key marketing metrics are expected to be indicators of the success of Orti's Organic Bakery marketing overall.

  • Leads: Defined as individuals who step into Orti's Organic Bakery store to consider a purchase
  • Leads Converted: Estimated at 50% going forward based on the fact that many will not be qualified when they enter the store after passing by in Union Station
  • Average Transactions Per Customer: Expected to rise significantly as customers return for more and more breakfasts per month
  • Average $ Per Customer: Will likewise rise along with average transactions
  • Referrals: Includes customer and business referrals
  • PR Mentions: Online or print mentions of the business that are not paid advertising. Expected to be high upon opening, then drop off and rise again until achieving a steady level
  • Testimonials: Will be sought from the best and most loyal customers. 60 great testimonials per year (5 per month) is all that will be needed to add to the website. These will be sought as video testimonials whenever possible.
  • Loyalty Club Members Added: This number will rise significantly as more customers see the value in repeated visits and identify with Orti's Organic Bakery

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $214,881 $304,782 $335,261
Leads 79,586 112,882 124,171
Leads Converted 50.00% 50.00% 50.00%
Avg. Transactions/Customer 3 5 6
Avg. $/Customer $9 $32 $35
Referrals 2,138 3,766 4,143
PR Mentions 68 60 60
Testimonials 45 60 60
Loyalty Club Members Added 900 1,794 2,063

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