〔0MI[Mp0IART 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 informatio 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 productinformationvisitourWebsitewww.paloalto.comorcall1-800-229-7526 Copyright Palo Alto Software, Inc 1995-2002
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., 1995-2002
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 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 Name(typed or printed) 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 2.3 Competition and Buying Patterns 2.4 Product Offering 2.5 Keys to Success 2.6 Critical issues 3.0 Marketing Strategy Mission 3.2 Marketing objectives 3.3 Financial objectives 1112234555555667777888899 3.4Ta 3.5 Positioning 3.6 Strategie 3.8 Marketing research 4.0 Financials 4.1 Break-even Analysis 4.2 Sales Forecast 4.3 Expense Forecast 0 Controls 5.1 Implementation 13 5.2 Marketing Organization 13 5.3 Contingency Planning 14
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 . . . . . . . . . . . . . . . . . . . . . . . . . 2 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 . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.3 Competition and Buying Patterns . . . . . . . . . . . . . . . . . . . . . 5 2.4 Product Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.6 Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 14
Contemporary Ti Designs 1.0 Executive Summary Contemporary Ti Design is a designer and manufacturer of unique titanium jewelry. Contemporary Ti Design makes many designs in the form of earrings, pins and pendants. All of the products are designed and manufactured by Steve Artificer. Each piece of jewelry is a work of art in itself, very special and unique. Most people will feel that Steve's pieces are like nothing else they have ever seen. steve will be selling directly to end consumers through his website as well as at exhibitions/shows. Steve will also use galleries, elry retailers as a distribution channel as well Steve will be operating Contemporary Ti Design out of his Hood River home. For the first eight months Steve will be a one-man show. Steve will welcome an independent sales representative on month eight to allow Steve to spend more time at home designing and constructing 2.0 Situation Analysis Contemporary Ti Design is a start-up company operating out of the owners home. Marketing will be key to raise visibility and awareness of Contemporary Ti Design and their products. The basic market need is for unusual pieces of art jewelry crafted out of titanium Titanium is used because of its hypoallergenic qualities (ideal for necklaces and earrings that touch the skin), its incredible strength and light weight 2.1 Market summary their target customers. This information will be leveraged to continually determine who the ning Contemporary Ti Design has a lot of information regarding the market and attributes conce customer is, their specific needs, and how Contemporary ti Design can best communicate with Target Markets ■ Retailers(galleries,) Individuals Page 1
1.0 Executive Summary Contemporary Ti Design is a designer and manufacturer of unique titanium jewelry. Contemporary Ti Design makes many designs in the form of earrings, pins, and pendants. All of the products are designed and manufactured by Steve Artificer. Each piece of jewelry is a work of art in itself, very special and unique. Most people will feel that Steve's pieces are like nothing else they have ever seen. Steve will be selling directly to end consumers through his website as well as at exhibitions/shows. Steve will also use galleries, museum shops, and specialty jewelry retailers as a distribution channel as well. Steve will be operating Contemporary Ti Design out of his Hood River home. For the first eight months Steve will be a one-man show. Steve will welcome an independent sales representative on month eight to allow Steve to spend more time at home designing and constructing. 2.0 Situation Analysis Contemporary Ti Design is a start-up company operating out of the owner's home. Marketing will be key to raise visibility and awareness of Contemporary Ti Design and their products. The basic market need is for unusual pieces of art jewelry crafted out of titanium. Titanium is used because of its hypoallergenic qualities (ideal for necklaces and earrings that touch the skin), its incredible strength, and light weight. 2.1 Market Summary Contemporary Ti Design has a lot of information regarding the market and attributes concerning their target customers. This information will be leveraged to continually determine who the customer is, their specific needs, and how Contemporary Ti Design can best communicate with them. Retailers (galleries) Individuals Target Markets Contemporary Ti Designs Page 1
Contemporary Ti Designs Table 2.1: Target Market Forecast Target Market Forecast Grov 2005 Individuals 1,654,91 1,8039231,96627 657,5001,806,6251,969,167 21434239490m0 2.1.1 Market Demographics The profile for the ideal customer consists of the following factors Geographics The United States is the geographic area. This is due to the enormous reach of the Internet as well as promotion and distribution in most of the larger states The total targeted population is 168,000 Demographics Male and female Income ranging from $30, 000-$80,000 Have attended some or all of a 4-year degree program at a university Middle of the road liberal politically. Behavior Factors Enjoy spending their discretionary income on art or jewelry. Have liberal political view Live a progressive lifestyle Table 2.1.1: Target Market Analysis Target Market Analysis rket segments Characteristic Characterist Character 2.1.2 Market Needs Contemporary Ti Design is providing its customers with innovative, creative, handmade jewelry. It will provide the following benefits to their customers Selection: A wide range of jewelry styles, creations, and anodizing schemes Accessibility: Ti design sells direct to the consumer through a network of art/jewelry galleries, and at art fairs and shows. Customer service: The patron will be impressed with the level of attention and service that they receive. This level of service occurs during all transactions with Ti designs from answering questions, to order taking to warranty repairs Competitive pricing: The pricing structure provides the consumer with a good value for handmade jewelry and the craftsmen with a fair profit Page 2
Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2001 2002 2003 2004 2005 CAGR Retailers (galleries) 7% 2,525 2,702 2,891 3,093 3,310 7.00% Individuals 9% 1,654,975 1,803,923 1,966,276 2,143,241 2,336,133 9.00% Total 9.00% 1,657,500 1,806,625 1,969,167 2,146,334 2,339,443 9.00% 2.1.1 Market Demographics The profile for the ideal customer consists of the following factors: Geographics • The United States is the geographic area. This is due to the enormous reach of the Internet as well as promotion and distribution in most of the larger states. • The total targeted population is 168,000. Demographics • Male and female. • Ages 21-43. • Income ranging from $30,000- $80,000. • Have attended some or all of a 4-year degree program at a university. • Middle of the road liberal politically. Behavior Factors • Enjoy spending their discretionary income on art or jewelry. • Have liberal political views. • Live a progressive lifestyle. Table 2.1.1: Target Market Analysis Target Market Analysis Market Segments Characteristic Characteristic Characteristic Characteristic Characteristic Retailers (galleries) ----- Individuals - - - - - 2.1.2 Market Needs Contemporary Ti Design is providing its customers with innovative, creative, handmade jewelry. It will provide the following benefits to their customers: • Selection: A wide range of jewelry styles, creations, and anodizing schemes. • Accessibility: Ti design sells direct to the consumer, through a network of art/jewelry galleries, and at art fairs and shows. • Customer service: The patron will be impressed with the level of attention and service that they receive. This level of service occurs during all transactions with Ti designs from answering questions, to order taking, to warranty repairs. • Competitive pricing: The pricing structure provides the consumer with a good value for handmade jewelry and the craftsmen with a fair profit. Contemporary Ti Designs Page 2