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Sales and expenses will be tracked by accounting books and by website reports. Visitors to the site will be measured by Google Analytics, which has yet to be installed.

12.1 Sales Forecast

Projected sales for the photo shoots are estimated at one per month for the first year, gradually progressing to two per month by the second year. Each additional year, one additional photo shoot per month is projected. The photo shoots will account for 70-80% of revenue. The website sales just need to cover the cost of the website. More sales will happen during the fall and spring / summer months as more kids and teams are doing sports during these times. Most of the website sales will come from parents and grandparents of children in sports and activities who want a memento of the experience. Calendars only sell during a short 3-4 month period running from November to February of the next year which is why there are minimal sales, if any during the "off" months.

Because of the low overhead, the direct cost of sales is low. Maintaining the website (the service plus the domain fee) runs $170 for the first year and then $160 each year after.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
Photo Shoot $1,700 $3,300 $4,500
Website Pictures & Gifts $197 $240 $240
Calendars $170 $300 $450
Total Sales $2,067 $3,840 $5,190
Direct Cost of Sales Year 1 Year 2 Year 3
Smug Mug Fee $150 $150 $150
Domain Registration $20 $10 $10
Calendar printing $85 $150 $225
Subtotal Direct Cost of Sales $255 $310 $385

12.2 Marketing Expense Budget

Because Ofeeld Photography is not doing the printing for most of their products, the marketing expenses are kept fairly low throughout the year. At the beginning and end of each year the expense will be increased due to stationery and business card needs. In the second year, a direct mail campaign will also have marketing costs for the printing and design of that campaign.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Printed Material - Business Related $225 $125 $150
Printed Material - Direct Mail Campaign $0 $400 $400
Other $0 $0 $0
------------ ------------ ------------
Total Sales and Marketing Expenses $225 $525 $550
Percent of Sales 10.89% 13.67% 10.60%

12.3 Key Marketing Metrics

The average number of transactions per customer is one, because each customer that schedules a photo shoot would only be purchasing one product. The average number of transactions per customer on the website is one also. The average order for a website customer is projected to be $7-$12; the average order value of a photo shoot customer is projected to be $100-$150.

Traffic to the website is expected to grow by 2% each month.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $2,067 $3,840 $5,190
Leads 254 380 400
Leads Converted 7.50% 10.00% 12.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $49 $75 $75
Referrals 4 6 10
PR Mentions 7 6 5
Testimonials 4 5 5
Website traffic 0 0 0

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