This sample marketing plan was written by Elizabeth Walker of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.
We can identify three sets of needs and wants among our core target of homeowners:
"Conservationists" These people are committed to reducing energy, water and waste because it is the right thing to do. They understand the issues around water conservation and are already doing their part. Their key barrier to adoption is lack of funds or other priorities.
"Right Remodelers" on the other hand, are people who are planning to remodel or upgrade their bathrooms, and who are open to discussing a water-conserving toilet. They respond to appeals geared to issues of waste and operational savings. Their key barriers to adoption are not wanting an unstylish toilet in their new space; and not seeing the savings as meaningful enough to switch.
"Fixers" are simply people with a toilet that must be replaced, perhaps because it has a corroded flapper valve. They are in the market to buy now and are therefore our most immediate opportunity. Their key barrier to adoption is not knowing about the alternative when it comes to making this important purchase.
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