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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.

Our sales forecast and marketing expense forecasts are shown in the following tables. We believe that our tightly focused marketing efforts will yield more serious leads, and that a greater percentage of these serious leads will be converted into clients by our style of business and the quality of our work.

 

12.1 Sales Forecast

Even though interior remodeling is possible all year long, many customers still see it as seasonal. The sales forecast reflects this as our sales rise and fall. Remodeling projects of homes and condos are usually one or two month jobs. Changing a commercial building into a residence takes significantly longer, and usually involves the creation of several condo units within the one original building. Revenue from this type of project usually comes in installments as the project can run three to nine months from concept to completion.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
Home Remodels $2,040,000 $2,244,000 $2,468,400
Condo Remodels $2,180,000 $2,398,000 $2,637,800
Commercial to Residence Remodels $900,000 $990,000 $1,089,000
Total Sales $5,120,000 $5,632,000 $6,195,200
Direct Cost of Sales Year 1 Year 2 Year 3
Home Remodels $1,020,000 $1,122,000 $1,234,200
Condo Remodels $1,090,000 $1,199,000 $1,318,900
Commercial to Residence Remodels $450,000 $495,000 $544,500
Subtotal Direct Cost of Sales $2,560,000 $2,816,000 $3,097,600

12.2 Marketing Expense Budget

Our goal is to spend approximately 1% of our forecast sales revenue in marketing expenses. This is perhaps optimistic. The following table shows a general listing of anticipated recurring expenses. Additional funds are earmarked for special events, unspecified activities and new strategies and tactics.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Website upgrades $12,000 $13,200 $14,520
Project Spotlight/Referral videos $36,000 $39,600 $43,560
Pardon Our Dust Mailings $6,000 $6,600 $7,260
Quarterly Direct Mailings $10,200 $11,220 $12,342
Monthly Print Advertising $180,000 $198,000 $217,800
Top Quality Color Print Brochures and Collaterals $28,000 $30,800 $33,880
Podcast Production $6,000 $6,600 $7,260
Design Workshops/ Cooking Classes $17,400 $19,140 $21,054
One Time Events/ Special Events/ $116,000 $127,600 $140,360
Other $84,000 $92,400 $101,640
------------ ------------ ------------
Total Sales and Marketing Expenses $495,600 $545,160 $599,676
Percent of Sales 9.68% 9.68% 9.68%

12.3 Measurement Plans

Our measurement structure is centralized through our VP of marketing. All marketing and advertising decisions are originated from this position and all leads come through this function.

Our design team also reports key indicators in weekly marketing meetings.

Our key success indicators, both projected and actual, are on display in our break room for all associates to see.

12.4 Key Marketing Metrics

We've listed some key numbers in the following table. We will need to keep a close eye on these, to see if we meet our own expectations. Some, such as testimonials, can be beyond our control, since we may do an excellent job for someone, but if they are introverts by nature, we'll never get them to speak on camera or put themselves into the public eye. We can hope that in cases such as this these folks will give us good word-of-mouth referrals. If our numbers are off in too many categories, we may, after proper analysis, have to make substantial changes to our marketing efforts.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $5,120,000 $5,632,000 $6,195,200
Leads 440 680 793
Leads Converted 10.00% 11.00% 13.00%
Avg. Transactions/Customer 1 1 1
Avg. $/Customer $109,167 $115,000 $130,000
Referrals 46 60 85
PR Mentions 30 0 0
Testimonials 51 60 70

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