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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.

Break-even Analysis

The break-even analysis indicates that $19,500 is needed in monthly revenue to reach the break-even point.

Break-even Analysis

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Break-even Analysis
  
Monthly Revenue Break-even$13,058
  
Assumptions: 
Average Percent Variable Cost20%
Estimated Monthly Fixed Cost$13,000

Sales Forecast

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.

Sales Forecast

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Sales Forecast
 200320042005
Sales   
Families/individuals$92,887$145,885$169,874
Business travelers$73,455$136,874$149,874
Total Sales$166,342$282,759$319,748
    
Direct Cost of Sales200320042005
Families/individuals$18,577$29,177$33,975
Business travelers$14,691$27,375$29,975
Subtotal Direct Cost of Sales$33,268$56,552$63,950

Expense Forecast

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

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Marketing Expense Budget
 200320042005
Advertisements$4,750$5,500$6,500
Strategic alliances$2,775$3,000$3,400
Other$2,690$2,900$3,300
 ------------------------------------
Total Sales and Marketing Expenses$10,215$11,400$13,200
Percent of Sales6.14%4.03%4.13%

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