SIGMUND GOURMET PASTA January 2001 This sample marketing plan has been made available to users of Marketing Plan Pro M marketing planning software published by palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary information You are welcome to use this plan as a starting point to create your own but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here Requests for reprints, academic use, and other dissemination of this sample emailed to the marketing department of Palo Alto Software at marketing @pa Poalts.com.fe productinformationvisitourWebsitewww.paloalto.comorcal:1-800-229-7526 Copyright Palo Alto Software, Inc, 2001
January 2001 This sample marketing plan has been made available to users of Marketing Plan Pro™, marketing planning software published by Palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here. Requests for reprints, academic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For product information visit our Website: www.paloalto.com or call: 1-800-229-7526. Copyright Palo Alto Software, Inc., 2001
Confidentiality Agreement The undersigned reader acknowledges that the information provided by in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to Upon request this document is to be immediately returned to Signature or printed Date This is a marketing plan. It does not imply an offering of securities
Confidentiality Agreement The undersigned reader acknowledges that the information provided by _______________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _______________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to _______________. Upon request, this document is to be immediately returned to _______________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities
Table of contents 1.0 Executive Summary 2.0 Situation Analysis 2.1 Market summary 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trends 2.1.4 Market growth 2. 2 SWOT Analysis 2.2.1 Strengths 2.2.2 Weaknesses 2.2.4 Threats 111233455666677 2.3 Competition 2.4 Services 2.5 Keys to Success 2.6 Critical issues 3.0 Marketing Strategy 8 3.1 Mission 3.2 Marketing Objectives 8 3.3 Financial Objectives 3.5 Positioning 9 3.6 Strategy Pyramids 10 3.8 Marketing Research 10 10 4.0 Financials, Budgets, and Forecasts 4.1 Break-even Analysis 12 4.3 Expense Forecast 5.0 Controls 5.1 Implementation Milestones 5.2 Marketing Organization 5.3 Contingency Planning
Table Of Contents 1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 2 2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 4 2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.4 Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.0 Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . 11 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 12 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . . 15 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 15 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15
Sigmund's Gourmet Pasta 1.0 Executive Summary Sigmund's Gourmet Pasta will be the leading gourmet pasta restaurant in Eugene OR with a rapidly developing consumer brand and growing customer base. The signature line of innovative premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Sigmund's gourmet Pasta also serves distinct salads, desserts, and beverages Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals, families, and take out price, designing tasteful, convenient locations, and providing industry-benchmark customer able customers with discretionary income by selling high quality innovative products at a reasona service In order to grow at a rate consistent with our objectives, Sigmund's is offering an additional $500,000 in equity. Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership The portion not subscribed by existing members will be available for prospective new investors 2.0 Situation Analysis Sigmund's Gourmet Pasta is close to entering their second year of operation The restaurant has been well received and marketing is now critical to its continued success and future profitability The store offers an extensive offering of gourmet pastas. the basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts. Sigmund's uses homemade pasta, fresh vegetables, and premium meats and cheeses 2.1 Market Summary Sigmund's gourmet Pasta possess good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. Sigmund's gourmet Pasta will leverage this information to better understand who is served, their specific needs and how Sigmund's can better communicate with them
1.0 Executive Summary Sigmund's Gourmet Pasta will be the leading gourmet pasta restaurant in Eugene, OR with a rapidly developing consumer brand and growing customer base. The signature line of innovative, premium, pasta dishes include pesto with smoked salmon, pancetta and peas linguini in an alfredo sauce, and fresh mussels and clams in a marinara sauce. Sigmund's Gourmet Pasta also serves distinct salads, desserts, and beverages. Sigmund's Gourmet Pasta will reinvent the pasta experience for individuals, families, and take out customers with discretionary income by selling high quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. In order to grow at a rate consistent with our objectives, Sigmund's is offering an additional $500,000 in equity. Existing members will be given the first option to subscribe to the additional equity to allow each of them to maintain their percentage of ownership. The portion not subscribed by existing members will be available for prospective new investors. 2.0 Situation Analysis Sigmund's Gourmet Pasta is close to entering their second year of operation. The restaurant has been well received, and marketing is now critical to its continued success and future profitability. The store offers an extensive offering of gourmet pastas. The basic market need is to offer individuals, families, and take out customers fresh, creative, attractive, pasta dishes, salads and desserts. Sigmund's uses homemade pasta, fresh vegetables, and premium meats and cheeses. 2.1 Market Summary Sigmund's Gourmet Pasta possess good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. Sigmund's Gourmet Pasta will leverage this information to better understand who is served, their specific needs, and how Sigmund's can better communicate with them. Sigmund's Gourmet Pasta Page 1
Sigmund's Gourmet Pasta Target Markets Table 2.1: Target Market Forecast Target Market Forecast Growth 2003 2004 CAGR Individuals 12,457 13.454 1569 16,947 8.00% 12,668 9.009 Take out 24.574 29.734 32,707 35,978 10.00% 9.27% 60.021 65,593 9.27% 2.1.1 Market Demographics The profile for Sigmund's gourmet Pasta's customer consists of the following geographic, demographic, and behavior factors Geographics Our immediate geographic target is the city of Eugene with a population of 130,00 A 15 mile geographic area is in need of our services The total targeted population is estimated at 46,000 Demographics Male and female Ages 25-50, this is the segment that makes up 53% of the eugene market according to the Eugene Chamber of Commerce Young professionals who work close to the location Have attended college and/or graduate school An income over $40,000 Eat out several times a weel Tend to patronize higher quality restaurants Are cognizant about their health
Individuals Families Take out Target Markets Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2001 2002 2003 2004 2005 CAGR Individuals 8% 12,457 13,454 14,530 15,692 16,947 8.00% Families 9% 8,974 9,782 10,662 11,622 12,668 9.00% Take out 10% 24,574 27,031 29,734 32,707 35,978 10.00% Total 9.27% 46,005 50,267 54,926 60,021 65,593 9.27% 2.1.1 Market Demographics The profile for Sigmund's Gourmet Pasta's customer consists of the following geographic, demographic, and behavior factors: Geographics • Our immediate geographic target is the city of Eugene with a population of 130,00. • A 15 mile geographic area is in need of our services. • The total targeted population is estimated at 46,000. Demographics • Male and female. • Ages 25-50, this is the segment that makes up 53% of the Eugene market according to the Eugene Chamber of Commerce. • Young professionals who work close to the location. • Yuppies. • Have attended college and/or graduate school. • An income over $40,000. • Eat out several times a week. • Tend to patronize higher quality restaurants. • Are cognizant about their health. Sigmund's Gourmet Pasta Page 2