2e NATURES 4r CANDY January 2003 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 emailedtothemarketingdepartmentofPaloAltoSoftwareatmarketing@paloalto.com.For productinformationvisitourweBsite:www.paloalto.comorcall1-800-229-7526 Copyright Palo Alto Software, Inc. 1998-2002
January 2003 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., 1998-2002
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 espects confidential in nature other than information which is in the public domain through ot means and that any disclosure or use of same by reader, may cause serious harm or damage 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
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 2.2.3 Opportunities 2.2.4 Threats 2.3 Competition 333455566677 2. 4 Product Offering 2.5 Keys to Success 2.6 Critical issues 3.0 Marketing Strategy 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets 3.5 Positioning 78888999 3.7 Marketing mix 3.8 Marketing Research 4. 0 Financials 4.1 Break-even Analysis 4.2 Sales forecast 4.3 Expense Forecast 5.0 Controls 5.1 Implementation 5.2 Marketing Organization 14 5.3 Contingency Planning
Table Of Contents 1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 3 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 . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.3 Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.4 Product Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.6 Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 14 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 14
Nature's Candy 1.0 Executive Summary Nature's Candy (nc) is an e-commerce company designed to become the market leader in Web- based sales of naturopathic and homeopathic nutritional supplements. the company is located Chicago, IL. Although many Internet companies have recently failed the internet is still poised to support e-commerce retailers. Most of the dotcoms failed because of access to capital with an unproven business model and no true revenue streams. Nature's candy will overcome these problems with an easy to use website and an efficient distribution system Nature's Candy' s mission is to provide the finest in natural supplements using the Internet to lower everything else will fall into place. Our services will exceed the expectations of our custome/ m the consumer's cost We exist to attract and maintain customers when we adhere to this ma The majority of the start-ups which were Internet-based started their business model on the assumption that the first to market had the best chances of survival. this reasoning was based on the belief that gaining customers and market share were the most important things a business could do and the first to market had the best chance of achieving this. while these are indeed important activities, they are by no means the absolute priority. the whole technology fallout indicates that a proven revenue-generating business model is more important than sheer customers and market share In the next three years Nature's Candy intends to create an icon e-commerce brand and will grow to $319,000 in revenue Annual sales Forecast 500000 s450000 400,000 5350,000 250,000 150,000 s50,000 2003
1.0 Executive Summary Nature's Candy (NC) is an e-commerce company designed to become the market leader in Webbased sales of naturopathic and homeopathic nutritional supplements. The company is located in Chicago, IL. Although many Internet companies have recently failed, the Internet is still poised to support e-commerce retailers. Most of the dotcoms failed because of access to capital with an unproven business model and no true revenue streams. Nature's Candy will overcome these problems with an easy to use website and an efficient distribution system. Nature's Candy's mission is to provide the finest in natural supplements using the Internet to lower the consumer's cost. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. The majority of the start-ups which were Internet-based started their business model on the assumption that the first to market had the best chances of survival. This reasoning was based on the belief that gaining customers and market share were the most important things a business could do and the first to market had the best chance of achieving this. While these are indeed important activities, they are by no means the absolute priority. The whole technology fallout indicates that a proven revenue-generating business model is more important than sheer customers and market share. In the next three years Nature's Candy intends to create an icon e-commerce brand and will grow to $319,000 in revenue. $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 $350,000 $400,000 $450,000 $500,000 2003 2004 2005 Baby boomers Other Annual Sales Forecast Nature's Candy Page 1
Nature's Candy 2.0 Situation Analysis Nature's Candy is beginning its first year of operation Nc recognizes that marketing activities are critical to the success and profitability of the business NC offers a wide selection of private label naturopathic and homeopathic nutritional supplements The basic market need is for a wide selection of reasonably priced, consistent-quality supplements 2.1 Market Summary Nature's Candy has collected information regarding the common attributes of the prized customers. This information will be used to determine the specific needs of the customers and the best method for communication with the targeted segments Target Markets Baby boomers Other Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth CAGR Baby boomers 9144 900% 44I 8.00% 8.62% 器滋 145,868 8.62%
2.0 Situation Analysis Nature's Candy is beginning its first year of operation. NC recognizes that marketing activities are critical to the success and profitability of the business. NC offers a wide selection of private label naturopathic and homeopathic nutritional supplements. The basic market need is for a wide selection of reasonably priced, consistent-quality supplements. 2.1 Market Summary Nature's Candy has collected information regarding the common attributes of the prized customers. This information will be used to determine the specific needs of the customers and the best method for communication with the targeted segments. Baby boomers Other Target Markets Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2003 2004 2005 2006 2007 CAGR Baby boomers 9% 64,785 70,616 76,971 83,898 91,449 9.00% Other 8% 40,000 43,200 46,656 50,388 54,419 8.00% Total 8.62% 104,785 113,816 123,627 134,286 145,868 8.62% Nature's Candy Page 2