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Critical numbers will be tracked through the CRM system of the marketing. This system incorporates data from the POS system, which tracks customer sales as well. All of the key marketing metrics, as well as customer transactions and the source of each customer, will be entered into this system. Servers will enter transactions as they occur and the manager will enter the total testimonials and PR mentions on a weekly basis. The system can generate a custom report of the key marketing metrics upon request.

Sales Forecast

Sales forecasts are based on the first-timer meals increasing 5% each month due to the renewed and increased marketing efforts, regular meals increasing 3% per month and smaller meals increasing 2% per month. First-timer meals are an important contributor to regular meals, as many of these customers will be converted to regular meals. The top-line revenue is the same for both types, but there is generally a high discount for first-timer meals which is accounted for as a direct cost of sales. Smaller meals are also more more costly than regular meals. Growth will begin to slow in the third year as the restaurant sales reach the maximum for the location's capacity. In this year, management will plan for the addition of a second diner to increase capacity to grow.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Unit Sales
First-Timer Meals 23,876 30,786 31,402
Regular Meals 42,576 52,324 54,940
Small Meals, Drinks, Desserts 13,412 14,920 15,368
Total Unit Sales 79,864 98,031 101,710
Unit Prices Year 1 Year 2 Year 3
First-Timer Meals $20.00 $20.00 $20.00
Regular Meals $20.00 $20.00 $20.00
Small Meals, Drinks, Desserts $8.00 $8.00 $8.00
Sales
First-Timer Meals $477,514 $615,722 $628,037
Regular Meals $851,522 $1,046,481 $1,098,805
Small Meals, Drinks, Desserts $107,297 $119,364 $122,945
Total Sales $1,436,332 $1,781,567 $1,849,786
Direct Unit Costs Year 1 Year 2 Year 3
First-Timer Meals $8.00 $8.00 $8.00
Regular Meals $5.00 $5.00 $5.00
Small Meals, Drinks, Desserts $3.20 $3.20 $3.20
Direct Cost of Sales
First-Timer Meals $191,006 $246,289 $251,215
Regular Meals $212,880 $261,620 $274,701
Small Meals, Drinks, Desserts $42,919 $47,746 $49,178
Subtotal Direct Cost of Sales $446,805 $555,655 $575,094

Marketing Expense Budget

The marketing expense budget is approximately $43,000 for 2010. This encompasses external marketing efforts as well as internal activities such as marketing training. It does not include one-time design and development costs as detailed in the Milestones chart. Marketing expenses will increase with inflation in 2011 and 2012, projected at 4%, with the exception of the loyalty program expense which will grow faster along with sales. It also inlcudes increased costs in September for materials associated with the Whoville Celebration.

Each of the major areas described under lead generation and conversion will be funded significantly and consistently to pay for services required. Labor will be provided by the company's CEO and the cost of that labor is not included in the expense budget, as it is part of general salaries.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Advertising $7,500 $7,800 $8,112
Public Relations $4,000 $4,160 $4,326
Web Development $6,000 $6,240 $6,490
Direct Mail $12,000 $12,480 $12,979
Referral Program $3,000 $3,120 $3,245
Marketing Training $3,000 $3,120 $3,245
Loyalty Progam $7,440 $13,505 $14,045
------------ ------------ ------------
Total Sales and Marketing Expenses $42,940 $50,425 $52,442
Percent of Sales 2.99% 2.83% 2.84%

Key Marketing Metrics

Referrals, testimonials, and PR mentions are expected to ramp up significantly once systems are in place (customer referral offers, survey cards with every order, and press releases for every theme night). The average customer will return every other month leading to a transaction rate of .5 each month. This is expected to increase slightly over the next two years, as will the average transaction per customer.

Between the direct mailing and efforts and targeted dispersal of first-timer coupons, 1,000 prospects should be able to be considered qualified leads each month. As marketing efforts take hold, lead conversions should increase.

The CEO will review the key marketing metrics report on a monthly basis against these goals.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $1,436,332 $1,781,567 $1,849,786
Leads 12,000 13,000 15,000
Leads Converted 6.42% 7.00% 8.00%
Avg. Transactions/Customer 0.50 0.55 0.60
Avg. $/Customer $18 $19 $20
Referrals 1,362 4,266 4,394
PR Mentions 171 291 300
Testimonials 4,844 8,602 8,860
Other 0 0 0

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