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Jewelry Artisan Marketing Plan
MoraDora Jewelry
This sample marketing plan was written by Fiona Friesen of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.
Critical Numbers
Sales are tracked online as they happen. We also collect data on the most popular designs so they may be reproduced for future sale.
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Sales Forecast
The sales forecast is realistically based on how many items can be made by the artist without becoming 'mass production.' This is to be a hobby business to support additional income, and to preserve the love of the work.
We know with accuracy what it costs to make each item in supplies, which can be obtained cheaply in the Calgary market and local bead and textile shops. We also know how long it takes to make each piece from start to finish.
Sales Forecast
| Sales Forecast | |||
| Year 1 | Year 2 | Year 3 | |
| Unit Sales | |||
| Small Pendants | 64 | 67 | 70 |
| Large Pendants | 20 | 21 | 22 |
| Scarves & Accessories | 7 | 7 | 8 |
| Total Unit Sales | 91 | 95 | 100 |
| Unit Prices | Year 1 | Year 2 | Year 3 |
| Small Pendants | $25.00 | $25.00 | $25.00 |
| Large Pendants | $35.00 | $35.00 | $35.00 |
| Scarves & Accessories | $40.00 | $40.00 | $40.00 |
| Sales | |||
| Small Pendants | $1,600 | $1,675 | $1,750 |
| Large Pendants | $700 | $735 | $770 |
| Scarves & Accessories | $280 | $280 | $320 |
| Total Sales | $2,580 | $2,690 | $2,840 |
| Direct Unit Costs | Year 1 | Year 2 | Year 3 |
| Small Pendants | $4.00 | $4.00 | $4.00 |
| Large Pendants | $8.00 | $8.00 | $8.00 |
| Scarves & Accessories | $10.00 | $10.00 | $10.00 |
| Direct Cost of Sales | |||
| Small Pendants | $256 | $268 | $280 |
| Large Pendants | $160 | $168 | $176 |
| Scarves & Accessories | $70 | $70 | $80 |
| Subtotal Direct Cost of Sales | $486 | $506 | $536 |
Marketing Expense Budget
Very little is spent on marketing. Our Web resources are as free as possible. The owner can build her own website and an online selling system can be set up on www.Etsy.com - a site that specializes in handmade goods. There is no setup fee, but there are per-item fees for listing ($0.20/item) and selling (3.5% of sale price) on Etsy. The presentation of the product is important, so a small budget is kept for supplies to make handmade boxes and display items.
Marketing Expense Budget
| Marketing Expense Budget | |||
| Year 1 | Year 2 | Year 3 | |
| Packaging & merchandising | $60 | $65 | $70 |
| Facebook advertising | $120 | $100 | $100 |
| Commissions to Wilson Road Pottery | $84 | $88 | $90 |
| Etsy listing fees | $6 | $6 | $7 |
| Etsy sales fees | $226 | $235 | $248 |
| Online purchases via Paypal | $26 | $28 | $30 |
| ------------ | ------------ | ------------ | |
| Total Sales and Marketing Expenses | $522 | $523 | $545 |
| Percent of Sales | 20.23% | 19.43% | 19.20% |
Key Marketing Metrics
As this is a new business, we don't have much insight as to how well the product could sell. Forecasts are based on summer performance - 20 pieces sold in 2 months. We assume that leading up to the Christmas season, there will be an influx of sales. We have learned that customers do refer their friends, and because their friends can see the piece, lead conversion from a referral has always been 100%.
Key Marketing Metrics
| Key Marketing Metrics | |||
| Year 1 | Year 2 | Year 3 | |
| Revenue | $2,580 | $2,690 | $2,840 |
| Leads | 65 | 68 | 70 |
| Leads Converted | 100.00% | 100.00% | 100.00% |
| Avg. Transactions/Customer | 2 | 2 | 3 |
| Avg. $/Customer | $31 | $31 | $31 |
| Referrals | 26 | 30 | 32 |
| PR Mentions | 0 | 0 | 0 |
| Testimonials | 3 | 5 | 5 |
| Other | 0 | 0 | 0 |
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