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 +


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