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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Houses On The Lake intends to offer houseboat renters on Lake Shasta a personalized experience with the comforts of a bed and breakfast amidst beautiful natural scenery and seclusion. Robert Hopkins and his employees will enjoy exceeding customer expectations and treat each customer like a valued client.

This marketing plan will guide Robert Hopkins from start-up of the business through the first three years of growth, translating the plan into key performance indicators and the anticipated results which will show the business is a success.

1.1 Goals

The following are the key goals which will be tracked through quantitative means by Houses On The Lake.

Personal Goals:

  • Devote at least 750 hours per year to marketing activities
  • Achieve personal annual income of $100,000 in year 3 of operation

Business Goals:

  • Achieve over $700,000 in sales in year 3
  • Achieve a 50% retention rate of customers from year 2 to year 3
  • Earn over 130 customers (unit sales) in the first year

Strategic Goals:

  • Have at least 8 houseboats under contract by the end of year 3
  • Obtain 98% customer satisfaction rate (meeting or exceeding customer expectations) by the end of year 3

Tactical Goals:

  • Increase lead conversion rate to 30% in year 3
  • Increase average transactions per customer per year to 2.5 in year 3
  • Earn 100 referrals in year 3

1.2 Purpose

Houses On The Lake will offer competitively priced vacation houseboat rentals oriented for families and couples to enjoy Lake Shasta, California. The business will seek to offer families and couples the balance of relaxation and excitement they seek by providing options for activities to suit both individuals and groups. At the same time, Houses On The Lake offers revenues for houseboat owners to put their houseboats to use during weeks when they cannot be at the lake.

For the first target market (vacationing families and couples) Houses On The Lake offers the comforts of home along with the experience of being immersed in a natural setting. For the second target market (houseboat owners) the business offers greater financial security and return on their investment.

1.3 Picture

A vacationer coming to Houses On The Lake will be welcomed by a friendly employee, who will take great care and as much time as needed to orient the customer to their boat and point out its special features. They will find the boat prepared with all of their special requests and more - a small complimentary gift such as a bottle of champagne for a young couple or a water game for a family. The customer will be delighted from the start as they set sail around Lake Shasta, coming ashore to experience local attractions and hiking, and enjoying water activities either in seclusion or with other individuals they coordinated with after meeting on the Houses On The Lake Facebook page.

Customers will feel that Houses On The Lake management is ready to help with their every need during their stay when they receive a message during the vacation asking if they have any additional special requests. When they check out, the customers will be more than willing to refer another customer to Houses On The Lake, especially because of the referral discount both they and their friend can earn. The customers will look forward to scheduling their next getaway with Houses On The Lake.

1.4 Gap Dashboard

The Gap Dashboard expresses the key personal, business, strategic, and tactical goals of Houses On The Lake marketing in numbers which can be tracked by Robert Hopkins over the first three years of operations. On the last business day of each month, Hopkins will look at his success in achieving these goals and the gaps between the plan and actual results and then determine what steps can be take to rectify shortfalls, or if certain indicators are not as important as previously thought. If personal income and total revenue is being achieved as planned while other goals are not, Hopkins will examine whether there is a different pathway to this success than previously thought.

Gap Dashboard

Create or edit this table

Gap Dashboard
Year 1 Year 2 Year 3
Hours devoted to marketing 878 750 750
Personal annual income $60,000 $80,000 $100,000
Total Sales $235,100 $366,756 $703,549
Customer Retention Rate (YOY) 0 35% 50%
Customers (Rental Unit Sales) 137 206 309
Houseboats under contract 3 6 8
Customer satisfaction rate 92% 95% 98%
Lead conversion rate 14.50% 25.00% 30.00%
Average Customer Transactions Per Year 1.25 1.75 2.50
Referrals 69 93 100

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