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This sample marketing plan was written by Duct Tape Marketing Coach of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

We will have to track our financials and the the results of our marketing efforts. The sales forecast and marketing expense budget tables contain secondary and tertiary sheets that will allow us to enter our actual revenue and expenditures after each month closes. The variance between these two will show us where we are succeeding and where we are falling short. From this info we will determine if and how we will adjust our marketing efforts for the remainder of the year.

8.1 Sales Forecast

Our Sales Forecast focuses on three main categories. The Diamond Club Annual Maintenance program will bring in the least revenue, but will grow at a modest, yet steady rate. Plumbing Repairs provide a steady revenue month to month, year to year. Real Estate Referrals and new Installations account for the largest portion of revenue, but they are cyclical.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
Diamond Club Annual Maintenance 372 409 450
Plumbing Repairs 480 528 581
Real Estate Referrals/Installations 91 109 131
Total Unit Sales 943 1,046 1,162
Unit Prices Year 1 Year 2 Year 3
Diamond Club Annual Maintenance $85.00 $85.00 $85.00
Plumbing Repairs $350.00 $350.00 $350.00
Real Estate Referrals/Installations $3,247.25 $3,247.25 $3,247.25
Sales
Diamond Club Annual Maintenance $31,620 $34,782 $38,260
Plumbing Repairs $168,000 $184,800 $203,280
Real Estate Referrals/Installations $295,500 $354,600 $425,520
Total Sales $495,120 $574,182 $667,060
Direct Unit Costs Year 1 Year 2 Year 3
Diamond Club Annual Maintenance $21.37 $21.25 $21.25
Plumbing Repairs $87.50 $87.50 $87.50
Real Estate Referrals/Installations $811.81 $811.81 $811.81
Direct Cost of Sales
Diamond Club Annual Maintenance $7,949 $8,696 $9,565
Plumbing Repairs $42,000 $46,200 $50,820
Real Estate Referrals/Installations $73,875 $88,650 $106,380
Subtotal Direct Cost of Sales $123,824 $143,546 $166,765

8.2 Marketing Expense Budget

We are budgeting $8,500 for marketing expenses this first year, with increases of about 10% in each year 2 and 3. The bulk of our expenses will be for print media marketing such as newpaper ads, yellow page lists, brochures and direct marketing pieces. The largest recurring expense will be for Internet AdWords placement and tracking.

The following table lays out the individual expenses and timeline.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Direct Mail Postcards $360 $396 $436
Weekly 'branding' ad in local newspaper $600 $660 $726
Yellow Page Print Campaign $480 $528 $581
Online AdWords $1,200 $1,320 $1,452
Printed Company Newsletter (twice a year) $500 $550 $605
Client Appreciation/Open House (annual) $5,000 $5,500 $6,050
Free Report/Prospects $240 $264 $290
Free 'Tips' handout/Prospects $120 $132 $145
Other $0 $0 $0
------------ ------------ ------------
Total Sales and Marketing Expenses $8,500 $9,350 $10,285
Percent of Sales 1.72% 1.63% 1.54%

8.3 Key Marketing Metrics

We are building a larger and a returning clientele. Plumbing, by its nature is a business where neither we, nor our clients, wish to have repeat business each month. Rather, we look for our customers to return once a year for maintanence, and perhaps one other time for a remodel project or a repair or upgrade.

 

 

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $495,120 $574,182 $667,060
Leads 159 250 400
Leads Converted 40.00% 40.00% 40.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $2,000 $2,750 $3,500
Referrals 36 3 3
Testimonials 24 2 2

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