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This sample marketing plan was written by Duct Tape Marketing Coach of . This sample marketing plan can be edited directly in Sales and Marketing Pro software.

Sales Forecast

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Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Diamond Club Annual Maintenance 0% 20 22 24 26 28 30 32 34 36 38 40 42
Plumbing Repairs 0% 40 40 40 40 40 40 40 40 40 40 40 40
Real Estate Referrals/Installations 0% 3 5 7 9 11 11 11 11 11 6 4 2
Total Unit Sales 63 67 71 75 79 81 83 85 87 84 84 84
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Diamond Club Annual Maintenance $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00
Plumbing Repairs $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00
Real Estate Referrals/Installations $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00
Sales
Diamond Club Annual Maintenance $1,700 $1,870 $2,040 $2,210 $2,380 $2,550 $2,720 $2,890 $3,060 $3,230 $3,400 $3,570
Plumbing Repairs $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000
Real Estate Referrals/Installations $9,000 $15,000 $21,000 $27,000 $33,000 $33,000 $38,500 $38,500 $38,500 $21,000 $14,000 $7,000
Total Sales $24,700 $30,870 $37,040 $43,210 $49,380 $49,550 $55,220 $55,390 $55,560 $38,230 $31,400 $24,570
Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Diamond Club Annual Maintenance 25.00% $21.25 $23.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25
Plumbing Repairs 25.00% $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50
Real Estate Referrals/Installations 25.00% $750.00 $750.00 $750.00 $750.00 $750.00 $750.00 $875.00 $875.00 $875.00 $875.00 $875.00 $875.00
Direct Cost of Sales
Diamond Club Annual Maintenance $425 $512 $510 $553 $595 $638 $680 $723 $765 $808 $850 $893
Plumbing Repairs $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500
Real Estate Referrals/Installations $2,250 $3,750 $5,250 $6,750 $8,250 $8,250 $9,625 $9,625 $9,625 $5,250 $3,500 $1,750
Subtotal Direct Cost of Sales $6,175 $7,762 $9,260 $10,803 $12,345 $12,388 $13,805 $13,848 $13,890 $9,558 $7,850 $6,143

Marketing Expense Budget

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Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Direct Mail Postcards $30 $30 $30 $30 $30 $30 $30 $30 $30 $30 $30 $30
Weekly 'branding' ad in local newspaper $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50
Yellow Page Print Campaign $40 $40 $40 $40 $40 $40 $40 $40 $40 $40 $40 $40
Online AdWords $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Printed Company Newsletter (twice a year) $0 $0 $250 $0 $0 $0 $0 $0 $250 $0 $0 $0
Client Appreciation/Open House (annual) $0 $0 $0 $0 $0 $0 $0 $0 $0 $5,000 $0 $0
Free Report/Prospects $20 $20 $20 $20 $20 $20 $20 $20 $20 $20 $20 $20
Free 'Tips' handout/Prospects $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $250 $250 $500 $250 $250 $250 $250 $250 $500 $5,250 $250 $250
Percent of Sales 1.01% 0.81% 1.35% 0.58% 0.51% 0.50% 0.45% 0.45% 0.90% 13.73% 0.80% 1.02%

Key Marketing Metrics

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Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $24,700 $30,870 $37,040 $43,210 $49,380 $49,550 $55,220 $55,390 $55,560 $38,230 $31,400 $24,570
Leads 10 10 10 12 14 16 16 18 16 14 12 11
Leads Converted 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00%
Avg. Transactions/Customer 1 1 1 1 1 1 1 1 1 1 1 1
Avg. $/Customer $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Referrals 3 3 3 3 3 3 3 3 3 3 3 3
Testimonials 2 2 2 2 2 2 2 2 2 2 2 2

Gap Dashboard

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Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal Goals
New certification 0 0 1 0 0 0 0 0 0 0 1 0
Business Goals
New Diamond accounts 2 2 4 6 10 15 15 15 20 20 25 20
New construction installations 1 1 3 3 5 6 9 6 5 5 4 3
Tactical Goals
Update website 0 0 0 0 1 0 0 0 0 0 0 0
Actively solicit testimonials 3 3 3 3 3 6 6 6 6 6 3 2
Strategic Goals
Develop long-term relationship with local real estate developers 0 0 0 0 1 0 0 1 1 0 0 0

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Sales Forecast
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Unit Sales
Diamond Club Annual Maintenance 0% 20 22 24 26 28 30 32 34 36 38 40 42
Plumbing Repairs 0% 40 40 40 40 40 40 40 40 40 40 40 40
Real Estate Referrals/Installations 0% 3 5 7 9 11 11 11 11 11 6 4 2
Total Unit Sales 63 67 71 75 79 81 83 85 87 84 84 84
Unit Prices Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Diamond Club Annual Maintenance $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00 $85.00
Plumbing Repairs $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00 $350.00
Real Estate Referrals/Installations $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,000.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00
Sales
Diamond Club Annual Maintenance $1,700 $1,870 $2,040 $2,210 $2,380 $2,550 $2,720 $2,890 $3,060 $3,230 $3,400 $3,570
Plumbing Repairs $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000 $14,000
Real Estate Referrals/Installations $9,000 $15,000 $21,000 $27,000 $33,000 $33,000 $38,500 $38,500 $38,500 $21,000 $14,000 $7,000
Total Sales $24,700 $30,870 $37,040 $43,210 $49,380 $49,550 $55,220 $55,390 $55,560 $38,230 $31,400 $24,570
Direct Unit Costs Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Diamond Club Annual Maintenance 25.00% $21.25 $23.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25 $21.25
Plumbing Repairs 25.00% $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50 $87.50
Real Estate Referrals/Installations 25.00% $750.00 $750.00 $750.00 $750.00 $750.00 $750.00 $875.00 $875.00 $875.00 $875.00 $875.00 $875.00
Direct Cost of Sales
Diamond Club Annual Maintenance $425 $512 $510 $553 $595 $638 $680 $723 $765 $808 $850 $893
Plumbing Repairs $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500
Real Estate Referrals/Installations $2,250 $3,750 $5,250 $6,750 $8,250 $8,250 $9,625 $9,625 $9,625 $5,250 $3,500 $1,750
Subtotal Direct Cost of Sales $6,175 $7,762 $9,260 $10,803 $12,345 $12,388 $13,805 $13,848 $13,890 $9,558 $7,850 $6,143
Marketing Expense Budget
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Direct Mail Postcards $30 $30 $30 $30 $30 $30 $30 $30 $30 $30 $30 $30
Weekly 'branding' ad in local newspaper $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50
Yellow Page Print Campaign $40 $40 $40 $40 $40 $40 $40 $40 $40 $40 $40 $40
Online AdWords $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Printed Company Newsletter (twice a year) $0 $0 $250 $0 $0 $0 $0 $0 $250 $0 $0 $0
Client Appreciation/Open House (annual) $0 $0 $0 $0 $0 $0 $0 $0 $0 $5,000 $0 $0
Free Report/Prospects $20 $20 $20 $20 $20 $20 $20 $20 $20 $20 $20 $20
Free 'Tips' handout/Prospects $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10
Other $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Sales and Marketing Expenses $250 $250 $500 $250 $250 $250 $250 $250 $500 $5,250 $250 $250
Percent of Sales 1.01% 0.81% 1.35% 0.58% 0.51% 0.50% 0.45% 0.45% 0.90% 13.73% 0.80% 1.02%
Key Marketing Metrics
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Revenue $24,700 $30,870 $37,040 $43,210 $49,380 $49,550 $55,220 $55,390 $55,560 $38,230 $31,400 $24,570
Leads 10 10 10 12 14 16 16 18 16 14 12 11
Leads Converted 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00%
Avg. Transactions/Customer 1 1 1 1 1 1 1 1 1 1 1 1
Avg. $/Customer $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
Referrals 3 3 3 3 3 3 3 3 3 3 3 3
Testimonials 2 2 2 2 2 2 2 2 2 2 2 2
Gap Dashboard
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Personal Goals
New certification 0 0 1 0 0 0 0 0 0 0 1 0
Business Goals
New Diamond accounts 2 2 4 6 10 15 15 15 20 20 25 20
New construction installations 1 1 3 3 5 6 9 6 5 5 4 3
Tactical Goals
Update website 0 0 0 0 1 0 0 0 0 0 0 0
Actively solicit testimonials 3 3 3 3 3 6 6 6 6 6 3 2
Strategic Goals
Develop long-term relationship with local real estate developers 0 0 0 0 1 0 0 1 1 0 0 0