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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Sales numbers will be tracked through a combination of our accounting system, NetSuite, Google Analytics, and third-party partnership and affiliate-tracking services.

9.1 Sales Forecast

All sales forecasts are based upon steady traffic growth managed by Search Engine Optimization and Pay-Per-Click campaigns.

Sheet music estimates are based upon simplified and rounded real revenue numbers. With more emphasis on partnership offers in select areas, partnership sales will increase with traffic.

Discount Club will be heavily promoted on all sections of the site including articles, tools, and free sheet music. Adsense revenue from the articles is based upon a cost-per-click of $0.80 and 8,000 pageviews per day, with traffic growth following the rest of the website.

Sales Forecast

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Sales Forecast
Year 1 Year 2 Year 3
Sales
Sheet Music Sales $760,950 $837,045 $920,750
Partnership Sales Revenue $19,024 $20,926 $23,019
Discount Club $26,824 $29,507 $32,457
Articles Adsense Revenue $33,530 $36,883 $40,572
Total Sales $840,328 $924,361 $1,016,797
Direct Cost of Sales Year 1 Year 2 Year 3
Domain renewal $10 $10 $15
Hosting $5,500 $6,000 $6,500
Subtotal Direct Cost of Sales $5,510 $6,010 $6,515

9.2 Marketing Expense Budget

PPC Spend will conservatively increase in parallel with growth in organic traffic and sales. We will spend a flat monthly rate on Banner Ad rotations on other sites to increase brand recognition. We do not expect substantial sales to flow from this source.

Marketing Expense Budget

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Marketing Expense Budget
Year 1 Year 2 Year 3
Pay-Per-Click Spend $13,412 $14,753 $16,229
Banner Ad Rotation $12,000 $13,200 $14,520
Other $0 $0 $0
------------ ------------ ------------
Total Sales and Marketing Expenses $25,412 $27,953 $30,749
Percent of Sales 3.02% 3.02% 3.02%

9.3 Key Marketing Metrics

The vast majority of our clients will only buy one product from our site at a time; monetized prospects will likely only click through to one of our partnership offers or an Adsense block once as well. Thus, our average transactions per customer will stay consistent at 1, but the increased monetization of prospects will increase the value of each transaction. Press releases and mentions will be set at our own schedule of one release per month, unless a significant feature has been added to our website, in which case an additional PR release would be needed.

Key Marketing Metrics

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Key Marketing Metrics
Year 1 Year 2 Year 3
Revenue $840,328 $924,361 $1,016,797
Leads 12,000 13,200 14,520
Leads Converted 3.00% 3.50% 4.00%
Avg. Transactions/Customer 1 1 2
Avg. $/Customer $158 $190 $250
Referrals 214 250 400
PR Mentions 12 14 16
Testimonials 180 200 300
Other 0 0 0

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