Premier Airport Transportation Service
This sample marketing plan was created with Marketing Plan Pro software.
This section will offer a financial overview of Premier Airport Transportation as it relates to the marketing activities. Premier will address break-even analysis, sales forecasts, expense forecasts, and how they link to the marketing strategy.
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The break-even analysis indicates that $19,500 is needed in monthly revenue to reach the break-even point.
|Monthly Revenue Break-even||$13,058|
|Average Percent Variable Cost||20%|
|Estimated Monthly Fixed Cost||$13,000|
The first month will be spent setting up the business. By month two the business office will be in order and PATS will have been working with associations to create visibility for the company. PATS will have two drivers and will be paying them a base monthly wage on the assumption that it wants to have the drivers ready when fares come up.
Month three will see an increase in fares and things will be getting busy. Business will continue to grow and by month five a third driver will be brought on board. It will not be until month 11 that a fourth driver will be hired.
|Direct Cost of Sales||2003||2004||2005|
|Subtotal Direct Cost of Sales||$33,268||$56,552||$63,950|
The marketing expenses are to budgeted so that they are higher than normal during the first quarter. This elevated amount is budgeted to achieve initial presence and visibility during the first four months of this start-up operation. The second and third quarter will show a general decrease in expenses, returning to normal levels after the initial spike. The last quarter will see a spike in expenses, a recognition that this is the time that has the most travel occurring. The expense forecast will serve as a tool to keep the department on target and provide indicators when a modification or correction must be made for the implementation of the marketing plan.
|Marketing Expense Budget|
|Total Sales and Marketing Expenses||$10,215||$11,400||$13,200|
|Percent of Sales||6.14%||4.03%||4.13%|
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