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This sample marketing plan was written by John Jantsch of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Sales Forecast

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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

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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

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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

Gap Dashboard

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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 Goals
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 1 0 0 0
Top 25 Remodeler 0 0 0 0 0 0 Yes Yes Yes Yes Yes 6
Business Goals
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 9
Tactical Goals
Redo/ update website yes yes yes yes yes yes yes yes yes yes yes 1
Top 10 for 5 Internet search terms 0 0 0 0 0 yes yes yes yes yes yes 5
Write column for the newpaper Home section 0 yes yes yes yes yes yes yes yes yes yes 45
Hire marketing coach 1 0 0 0 0 0 0 0 0 0 0 0
Strategic Goals
Top 3 in market 0 0 0 0 0 yes yes yes yes yes yes 7
10 carpenters on staff seven seven eight eight ten ten ten ten ten ten ten 10
Buy a building for our business 0 0 0 0 1 0 0 0 0 0 0 0

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