Marketing Plan Writing

Outline for a Marketing Plan

written by Tim Berry of Palo Alto Software


The exact nature of your business, your marketing strategy, and the uses for your marketing plan dictate its contents. You add detail or take it away to suit your needs. In the real world you’ll want to customize your outline according to whether you are selling products or services, to businesses or consumers, or you’re a nonprofit organization.

Palo Alto Software partnered with marketing guru John Jantsch, creator of the proven Duct Tape Marketing System, in the developement of Marketing Plan Pro v11  powered by Duct Tape Marketing. The software  has several outlines to help you tailor your marketing plan.

The 30-Minute Marketing  Plan offers just the basics, a very simple plan that you can get done quickly. It is a good way to document your thinking, or just get started. It lets users who are already familiar with the Duct Tape Marketing System briefly summarize the main sections of the marketing action plan. Click here to see a PDF of a 30 Minute Marketing Plan outline.

The Basic  Marketing  Plan is  a modest  marketing plan for the people who don’t have the time, or the need for  an extremely  detailed plan. You can start here, including  such topics  as internal Marketing Training, drafting your Marketing Materials, and more.  You can Switch to the Standard plan later when you need to expand your marketing activities. Click here to see a PDF of a Basic Marketing Plan outline for the same company.

The Standard Marketing Plan walks you through all the steps of the Duct Tape Marketing System. It includes the most detail, and breaks each task down into smaller steps for you to plan your marketing actions in detail. Click here to see a PDF of a Standard Marketing Plan outline for the same company.

The marketing plan examples linked above show how the same company begins its marketing program with a simple action plan and then expands its plan and activities.  Note that in each case the idea is to write a plan that serves just the needs of moment. It is an action plan.

Write the plan, take the actions, review the results. Keep what works, change what doesn’t, and expand the plan and the actions as the company grows.

Tim Berry

about the author

Tim Berry

Founder and President of Palo Alto Software and a renowned planning expert. He is listed in the index of "Fire in the Valley", by Swaine and Freiberger, the history of the personal computer industry. Tim contributes regularly to the bplans blog, the as well as his own blog, Planning, Startups, Stories. His full biography is available at Follow Tim onGoogle +


Getting ready to create
a marketing plan?

Get practical ideas and good models with dozens
of examples of successful marketing plans


SENKASI HENRY September 1, 2008 at 6:00 am

I appreciate the guidance outline on the marketing plan. I would however prefer a book - soft copy concerning the systematic development of a marketing plan & how to undertake a successful market research. I have high affinity for a career in marketing. With regards/Thanks SENKASI HENRY

Albert Opiyo October 24, 2008 at 7:10 am

Dear All I need more details on Marketing Plan writing. Can I have anything above those that are displayed on your site and if yes How can I get them. Regards Albert O. Opiyo

Kim Taylor November 5, 2008 at 8:51 pm

Hi I am working on a group marketing plan for with a couple of classmate, I am having the hardest time coming up with a name, for our Marketing plan project.our foucus for this program is to offer free medical service. to unsuried mothers and children within the community.our service will be operating from a moblie unit, traveling to various local commuinty offering health care screening and free vaccine to children, any Ideal how I should start the Marketing Plan since this is a free service non-for profit. all money will comes from grants and help from the local community. sfaffing services would be base off of volunteer services. Please offer any help as to if your company offer template for a community base free services. Thanks K.T Thanks K.T

David Wood November 28, 2008 at 11:54 pm

Wow there is a lot to learn

Beth Harte: Why Writing Plans Can Be SMART | The Marketr December 23, 2008 at 10:09 pm

[...] you so you can get started to on some basic project planning (hopefully in the New Year!). (NOTE: Marketing plans are too complicated to discuss in a [...]

Asif Hameed January 14, 2009 at 6:36 am

It really provide a good help of mine to learn about Merketing plan. Thanks & Regards.

A.T.Weerasiri February 17, 2009 at 1:05 am

I appreciate this marketing plan , because we have no proper & clear guidance about how to write a marketing plan. I think this is a good chance for students like us who do further studies about Marketing.

Laryea Derek Barnabas April 1, 2009 at 5:23 am

Its great to help marketers out with a sample outline like that. Marketing is truly the greatest need of an organisation that needs to survive in this current competitive era. I suggest you serve us with information on Service Marketing. Because its an area i believe is going to benefit marketers in the coming years. From Ghana.

1mmanuel Abella May 26, 2009 at 9:17 pm

It's a great help! I really appreciate all your effort on helping the needy. I am currently expanding my business, and your site has been my "holy bible" for business. MORE POWER TO YOU

Njoroge Muigai June 1, 2009 at 6:49 am

Thanks alot,this info has helped me in doing my assignment.

Andy June 6, 2009 at 2:41 pm

Hi, I'm working on a writing of a marketing plan outline. "Payment terms" in the 4ps' analysis is difficult for me. I have already searched most of the articles on this website, but I didn't find any related information. Would you please tell me where can I find the article which contains the information of "Payment terms" on your website?

Robert R. Thomas June 13, 2009 at 10:10 pm

Tim this is great. most of us talk about having a plan of action, but this puts it right in your face to use more effectively. Thanks, great stuff. Keep up the good work.

keiynan lonsdale June 17, 2009 at 10:44 pm

Thanks heaps, this helped me with my business assessment as well.

Marketing Plan – A Suggested Outline - Marketing Plan Help & Marketing Advice June 25, 2009 at 2:24 pm

[...] Marketing Plan Outline [...]

Leonard Makori July 30, 2009 at 1:33 pm

Hi I am realy delighted that I have found a professional help through this marketing plan.Since I was promoted as a marketing manager I have recorded upward production growth in my region.Thanks a lot for this assistance

Tim August 25, 2009 at 2:44 pm

Wow - this is a superb resource and has obviously taken a long time to put together. Small businesses and entrepreneurs can learn a lot here. We'll be recommending these pages to everyone!

INFO4HER -’s BLOG » Blog Archive » Where did last year go? Getting a head start on planning November 10, 2009 at 7:35 am

[...] Sample outlines to help with creating a Marketing plan courtesy of - - click here. [...]

Beth Harte: Planning for 2010? Don’t Forget To Include Measurement & ROI! December 31, 2009 at 10:13 am

[...] marketing strategy, financials, etc. If you need to write a full-blown marketing plan, head here. For industry specific marketing plan samples, go straight here. If you’re a MarketingProfs [...]

Planning for 2010? Don’t Forget To Include Measurement & ROI! | MarketingProfs Daily Fix Blog January 15, 2010 at 10:42 am

[...] marketing strategy, financials, etc. If you need to write a full-blown marketing plan, head here. For industry specific marketing plan samples, go straight here. If you’re a MarketingProfs [...]

Rao Muhammad Yunus February 3, 2010 at 1:10 pm

I am working in a dental marketing company which sells dental medicines ,materials and medicines.Could you please suggest any marketing plan free of cost

Chelle February 3, 2010 at 3:36 pm

Rao, You can go ahead and check the sample marketing plans collected on this website, but also realize there are a lot of tools out there and resources designed to help you write your plan. When trying to use a sample plan as a starting point, you're not really writing a plan for your business. Your best bet is to use the guidance offered and start out on your own. John Jantsch did a great job in explaining how quickly you can get to implementation once you have your plan in place. I would suggest looking into purchasing our Marketing Plan Pro powered by Duct Tape Marketing software, or check out more of the free resources and sample plans on this site. Thanks for your question.

duncan sakimpa July 16, 2010 at 1:21 pm

The information i found out in the marketing plan has been very helpful to me in doing my assignments, the examples given are exemplary. Thanks. Sakimpa.

How to Break Into New (and Higher Paying) Freelance Writing Markets | All Freelance Writing August 20, 2010 at 3:26 am

[...] Or you can put together a more thorough plan. Here are a few resources that can help you do that: Marketing Plan Outlines, Sample Marketing Plans, Generate a Business Plan and Marketing Plan Online. Remember that a [...]

Ram January 28, 2011 at 7:35 am

This is really very good site. thanks a lot.

Dan June 22, 2011 at 9:21 am

This website has helped my company tremendously!!!

All Freelance Writing | Freelance Marketing – Market Research and PlanningAll Freelance Writing October 11, 2011 at 7:12 am

[...] your strategies and next steps in growing your freelance writing business, I suggest reviewing the marketing plan outlines and marketing plan templates available at [...]

Tim Love October 28, 2011 at 4:36 pm

Thank you for posting such a tremendous wealth of resources on setting up marketing plans. These marketing plans have helped me in explaining to clients various options open to them, running a small business sometimes taking up most of their available working time, some times key elements such as customer and lead generation become left out - much to their detriment!

Asela T October 30, 2011 at 10:08 am

Very good samples of the basic model of a marketing plan

theinfojunkie January 19, 2012 at 4:55 am

This site is fantastic wish I knew who the hosting company was and web designer. However; the info provided by Tim Berry far exceeded my expectations. If you’re ever hosting an event in the Chicago land area please put me on your mailing list. Bravo Sir Tim

Geurcute February 18, 2012 at 12:50 pm

Do you have to have a marketing plan for a small Antique/Vintage Mini Mall, where I rent space to individuals so they can sell their vintage items?

beverly aguillon February 21, 2012 at 11:02 pm

i want example of marketin plan

Jennifer March 9, 2012 at 2:03 pm

Well done!! clear and very good plans! thanks for your effort

admin March 16, 2012 at 5:36 pm

You can click the Sample Plans tab at the very tab of your screen, or just click this link:

admin March 16, 2012 at 5:37 pm

You can view our entire list of sample marketing plans at

admin March 16, 2012 at 5:39 pm

The page was designed, and is hosted, by the team at Palo Alto Software - parent company of Mplans. Thanks for the kind words!

René March 23, 2012 at 12:46 pm

You have to adapt your marketing plan to your own organisation, i.e. it's planning culture and to the market environment, Check out "Making Marketing Happen" by Professor Malcolm McDonald at Cranfield University School.

festival April 1, 2012 at 11:57 am

oh my goodness!i too am stragling.can you please help me with my marketing strategy, this consists of price, product, distribution and marketing communication. how do i link this with my business plan?

Audrey April 3, 2012 at 2:00 am

Thank you for giving business plan samples for free, I needed them both the Business and Marketing plans for my Health Administration Class for my Bachelor Degree. I had used your software for my Small Business Management Degree and utilized both the marketing Plan and Business Plan templates they were a great addition to our classes in writing business and marketing plans as required. Thank You, Audrey Combs Baker College Student

massage April 12, 2012 at 4:56 am

You will like to try it on its own or in combination with a lower back and shoulder massage. Thank you.

Irene Ronan May 2, 2012 at 4:26 am

Hi, can you please email me a copy for a marketing project in college? Thank You,

mike amos belle May 15, 2012 at 2:22 am

Thanks alot for the peace of work done.Could you please send for me a sample of marketing plan.

hemanth June 19, 2012 at 6:14 am

Well done!! clear and very good plans!

Claudine Oliveros July 10, 2012 at 11:25 pm

iam a freshmen student from university of the east i need to make a business plan including the marketing and management plan ca asked you sample marketing plan and management plan thanks

Mike Frensham September 17, 2012 at 3:06 pm

You guys have gone to so much effort to set up and explain marketing plans in an easy and understandable way! Explaining the key elements in a manor that I can easily pass on to local business clients and that will be a real benefit to them. Thanks..Mike

Alice Young September 17, 2012 at 6:45 pm

I love the example of the 30 minute marketing plan. I wanted to use it as a reference for an example in a class. I was concerned about the permissions to use the format of your plan? Mainly the headers, all of the information and data would be information that I use based on the business that I'm creating in this Capstone class that I am taking. This is all strictly for research purposes for a school project, I don't want to use anything that I'm not allowed to! Thank you! Alice

Joanita October 10, 2012 at 6:03 am

Wow, the information in this site is overwhelming dont know where to start! Thanks a lot this helps a lot. :)

Alfred October 29, 2012 at 7:50 am

Hi all, And i always thought marketing was something boring. But it is really exiting and it is so big. I am looking for help to write a marketing plan for a holiday rental site in Portugal. Any one with same help would be appreciated. The compaction in the on-line holiday home rental is huge! Thanks and thank you for all the help and also my thanks to this site, great help sofar Alfred

Sabiti Mohamed November 1, 2012 at 8:58 am

just found my bible!

Andrew Bolfee Kenny November 13, 2012 at 10:55 pm

Please provide samples to help the unfortunates ones in other parts of the world. they are in graet need

Surid Mostari December 3, 2012 at 12:41 am

Marketing support very fine

kosy December 3, 2012 at 5:15 am

ABC manufacturing—a large, Australian organisation, based in Sydney that has been operating for approximately 17 years. The organisation manufactures good quality products that are exported throughout all Australian states and territories and has a regular line of supply to a well- established group of customers. The CEO is concerned and has called a meeting with department heads and online managers. Business has been dropping and budgetary targets will not be met if something is not done quickly. Operations and production levels are adequate and meeting targets and product quality is good and meeting specifications, yet sales have dropped. I have been asked to identify and solve the problem/s. How will I go about it?

Dickson Musa December 31, 2012 at 7:18 am

looking for a brick making company marketing plan.

8020marketingplan February 22, 2013 at 5:11 am

oh I love this! Thank you so much for visiting my blog at.I think my readers will really appriciate all Example of a Marketing Pla the hard work that when into this post.

vickie March 26, 2013 at 4:40 pm a student with projects based on the mplanning,,,,,this website is the best to contact,,,,it offers a way out of the most difficult and cahllenging situations and also it is a leverage to most entrepreneurs around the world April 9, 2013 at 4:17 pm

Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point. You clearly know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us something enlightening to read?

2013 holidays calendar April 16, 2013 at 1:54 pm

Asking questions are in fact good thing if you are not understanding something entirely, except this paragraph provides nice understanding yet.

Xanax April 23, 2013 at 1:50 am

The post features established necessary to me personally. It’s quite helpful and you are obviously really educated in this area. You get popped my personal eye in order to various opinion of this subject using intriguing and solid content.

Click Link May 23, 2013 at 10:31 am

Very excellent posting. I discovered your blog site along with wished to point out that I've absolutely loved browsing your web site posts. Naturally I'll be following on your rss that i'm intending you write just as before very soon!

cellulite treatment June 8, 2013 at 3:56 am

Great post.

benifits of graphic Designs July 7, 2013 at 4:10 am

You can certainly see your enthusiasm in the work you write. The sector hopes for even more passionate writers such as you who are not afraid to mention how they believe. At all times go after your heart.

search engine optimization marketing September 15, 2013 at 3:23 am

You may understand some things about Internet marketing. It first collects data or information about the marketing problem, then it records this data, analyzes this data, then it draws conclusions about this data, later it gives suggestions or advice for solving the marketing problem. Just sit and think about how you would tell a friend about something, then put that down in text.

Leave a Reply

Your email address will not be published. Required fields are marked *

Read next article #