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Remodeling Contractor Marketing Plan

by John Jantsch

Remodeling Contractor

This sample marketing plan was written by John Jantsch of Duct Tape Marketing. This sample marketing plan can be edited directly in Marketing Plan Pro software.

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Appendix

Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales
Home Remodels 0% $140,000 $150,000 $175,000 $200,000 $200,000 $200,000 $200,000 $200,000 $175,000 $150,000 $150,000 $100,000
Condo Remodels 0% $125,000 $130,000 $175,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $150,000
Commercial to Residence Remodels 0% $0 $0 $400,000 $0 $0 $0 $200,000 $0 $0 $200,000 $100,000 $0
Total Sales $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Home Remodels $70,000 $75,000 $87,500 $100,000 $100,000 $100,000 $100,000 $100,000 $87,500 $75,000 $75,000 $50,000
Condo Remodels $62,500 $65,000 $87,500 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $75,000
Commercial to Residence Remodels $0 $0 $200,000 $0 $0 $0 $100,000 $0 $0 $100,000 $50,000 $0
Subtotal Direct Cost of Sales $132,500 $140,000 $375,000 $200,000 $200,000 $200,000 $300,000 $200,000 $187,500 $275,000 $225,000 $125,000
Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Website upgrades $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Project Spotlight/Referral videos $2,000 $2,000 $2,000 $3,000 $3,000 $3,000 $4,000 $4,000 $4,000 $3,000 $3,000 $3,000
Pardon Our Dust Mailings $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Quarterly Direct Mailings $2,550 $0 $0 $2,550 $0 $0 $2,550 $0 $0 $2,550 $0 $0
Monthly Print Advertising $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000
Top Quality Color Print Brochures and Collaterals $7,000 $0 $0 $7,000 $0 $0 $7,000 $0 $7,000 $0 $0 $0
Podcast Production $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Design Workshops/ Cooking Classes $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450
One Time Events/ Special Events/ $5,000 $12,000 $12,000 $5,000 $12,000 $12,000 $5,000 $12,000 $5,000 $12,000 $12,000 $12,000
Other $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $42,000 $39,450 $39,450 $43,000 $40,450 $40,450 $44,000 $41,450 $41,450 $43,000 $40,450 $40,450
Percent of Sales 15.85% 14.09% 5.26% 10.75% 10.11% 10.11% 7.33% 10.36% 11.05% 7.82% 8.99% 16.18%
Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
Leads 30 35 40 40 40 45 50 40 35 35 30 20
Leads Converted 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Avg. Transactions/Customer 1 1 1 1 1 1 1 1 1 1 1 1
Avg. $/Customer $90,000 $90,000 $230,000 $100,000 $100,000 $100,000 $100,000 $100,000 $90,000 $100,000 $90,000 $120,000
Referrals 3 3 4 4 4 5 5 4 4 3 3 4
PR Mentions 2 5 1 2 4 1 2 1 1 2 5 4
Testimonials 3 4 4 5 3 4 6 8 3 4 2 5
Other 0 0 0 0 0 0 0 0 0 0 0 0
Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal
Income of $275,000 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917
21 Days of vacation 0 0 10 0 0 0 0 5 0 0 3 3
National Ethics in Business Award 0 0 0 0 0 0 0 0 Yes 0 0 0
Top 25 Remodeler 0 0 0 0 0 0 Yes Yes Yes Yes Yes Yes
Business
Revenue of $5 million $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
25 Design Projects 2 2 3 2 2 2 2 2 2 2 2 2
100% Ratings of 9 or above yes yes yes yes yes yes yes yes yes yes yes yes
Tactical
Redo/ update website yes yes yes yes yes yes yes yes yes yes yes yes
Top 10 for 5 Internet search terms 0 0 0 0 0 yes yes yes yes yes yes yes
Write column for the newpaper Home section 0 yes yes yes yes yes yes yes yes yes yes yes
Hire marketing coach yes 0 0 0 0 0 0 0 0 0 0 0
Strategic
Top 3 in market 0 0 0 0 0 yes yes yes yes yes yes yes
10 carpenters on staff seven seven eight ten ten ten ten ten ten ten ten ten
Buy a building for our business 0 0 0 0 yes 0 0 0 0 0 0 0
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Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Sales
Home Remodels 0% $140,000 $150,000 $175,000 $200,000 $200,000 $200,000 $200,000 $200,000 $175,000 $150,000 $150,000 $100,000
Condo Remodels 0% $125,000 $130,000 $175,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $200,000 $150,000
Commercial to Residence Remodels 0% $0 $0 $400,000 $0 $0 $0 $200,000 $0 $0 $200,000 $100,000 $0
Total Sales $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
Direct Cost of Sales Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Home Remodels $70,000 $75,000 $87,500 $100,000 $100,000 $100,000 $100,000 $100,000 $87,500 $75,000 $75,000 $50,000
Condo Remodels $62,500 $65,000 $87,500 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 $75,000
Commercial to Residence Remodels $0 $0 $200,000 $0 $0 $0 $100,000 $0 $0 $100,000 $50,000 $0
Subtotal Direct Cost of Sales $132,500 $140,000 $375,000 $200,000 $200,000 $200,000 $300,000 $200,000 $187,500 $275,000 $225,000 $125,000
Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Website upgrades $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000
Project Spotlight/Referral videos $2,000 $2,000 $2,000 $3,000 $3,000 $3,000 $4,000 $4,000 $4,000 $3,000 $3,000 $3,000
Pardon Our Dust Mailings $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Quarterly Direct Mailings $2,550 $0 $0 $2,550 $0 $0 $2,550 $0 $0 $2,550 $0 $0
Monthly Print Advertising $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000
Top Quality Color Print Brochures and Collaterals $7,000 $0 $0 $7,000 $0 $0 $7,000 $0 $7,000 $0 $0 $0
Podcast Production $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Design Workshops/ Cooking Classes $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450 $1,450
One Time Events/ Special Events/ $5,000 $12,000 $12,000 $5,000 $12,000 $12,000 $5,000 $12,000 $5,000 $12,000 $12,000 $12,000
Other $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000 $7,000
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $42,000 $39,450 $39,450 $43,000 $40,450 $40,450 $44,000 $41,450 $41,450 $43,000 $40,450 $40,450
Percent of Sales 15.85% 14.09% 5.26% 10.75% 10.11% 10.11% 7.33% 10.36% 11.05% 7.82% 8.99% 16.18%
Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
Leads 30 35 40 40 40 45 50 40 35 35 30 20
Leads Converted 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Avg. Transactions/Customer 1 1 1 1 1 1 1 1 1 1 1 1
Avg. $/Customer $90,000 $90,000 $230,000 $100,000 $100,000 $100,000 $100,000 $100,000 $90,000 $100,000 $90,000 $120,000
Referrals 3 3 4 4 4 5 5 4 4 3 3 4
PR Mentions 2 5 1 2 4 1 2 1 1 2 5 4
Testimonials 3 4 4 5 3 4 6 8 3 4 2 5
Other 0 0 0 0 0 0 0 0 0 0 0 0
Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal
Income of $275,000 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917 $22,917
21 Days of vacation 0 0 10 0 0 0 0 5 0 0 3 3
National Ethics in Business Award 0 0 0 0 0 0 0 0 Yes 0 0 0
Top 25 Remodeler 0 0 0 0 0 0 Yes Yes Yes Yes Yes Yes
Business
Revenue of $5 million $265,000 $280,000 $750,000 $400,000 $400,000 $400,000 $600,000 $400,000 $375,000 $550,000 $450,000 $250,000
25 Design Projects 2 2 3 2 2 2 2 2 2 2 2 2
100% Ratings of 9 or above yes yes yes yes yes yes yes yes yes yes yes yes
Tactical
Redo/ update website yes yes yes yes yes yes yes yes yes yes yes yes
Top 10 for 5 Internet search terms 0 0 0 0 0 yes yes yes yes yes yes yes
Write column for the newpaper Home section 0 yes yes yes yes yes yes yes yes yes yes yes
Hire marketing coach yes 0 0 0 0 0 0 0 0 0 0 0
Strategic
Top 3 in market 0 0 0 0 0 yes yes yes yes yes yes yes
10 carpenters on staff seven seven eight ten ten ten ten ten ten ten ten ten
Buy a building for our business 0 0 0 0 yes 0 0 0 0 0 0 0