THE TOOTH FAIRY January 2002 This sample marketing plan has been made available to users of Marketing Plan Prom 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 equests 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. 1998-2002
January 2002 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 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 2.3 Competition and buying Patterns 334566666677 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 3.4 Target Marketing 3.5 Positioning 3.7 Marketing mix 10 3.8 Marketing Research 10 4.0 Financials, Budgets, and Forecasts 4.1 Break-even Analysis ales forecast 4.3 Expense Forecast 5.0 Controls ,14 5.1 Implementation Milestones 5.2 Marketing Organization 15 5.3 Contingency Planning
Table Of Contents 1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . 3 2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . 3 2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . 4 2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 2.3 Competition and Buying Patterns . . . . . . . . . . . . . . . . . . . . . 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.0 Financials, Budgets, and Forecasts . . . . . . . . . . . . . . . . . . . . . . 10 4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 10 4.2 Sales Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . . 14 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 15 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15
The Tooth Fairy 1.0 Executive Summary The Tooth Fairy is the dentistry practice of Steve Extractor. The Tooth Fairy will offer general dentistry and the finest cosmetic dentistry in the area to the citizens of Hampton, virginia Through a combination of industry benchmarked customer service and flexibility The Tooth Fairy will quickly gain market share. The general dentistry practice will be used to generate initial cash flow as steve develops branding for his enhancement services Over time, the percentage of business will shift from general maintenance to cosmetic dentistry The cosmetic practice is desired because it services wealthier clients who are not dependent on insurance plans. The specialized cosmetics also allow Steve to make a more visible and appreciated mpact on people s orthodontia Steve will leverage the years he spent in private practice to model his new business. His past experience in conjunction with his forward looking customer-centric business model will allow him to rapidly grow a large and loyal patient base. profitability will be reached by month 10, and sales will reach $349, 888 by the end of year two 2.0 Situation Analysis The Tooth Fairy is entering its first year of business. Steve recognizes that marketing is critical for Tooth Fairy to gain market share and develop a large, sustainable customer base. The basic market need that Steve will serve is a flexible, customer-centric dentistry practice, providing cutting-edge cosmetic enhancements
1.0 Executive Summary The Tooth Fairy is the dentistry practice of Steve Extractor. The Tooth Fairy will offer general dentistry, and the finest cosmetic dentistry in the area, to the citizens of Hampton, Virginia. Through a combination of industry benchmarked customer service and flexibility, The Tooth Fairy will quickly gain market share. The general dentistry practice will be used to generate initial cash flow as Steve develops branding for his enhancement services. Over time, the percentage of business will shift from general maintenance to cosmetic dentistry. The cosmetic practice is desired because it services wealthier clients who are not dependent on insurance plans. The specialized cosmetics also allow Steve to make a more visible and appreciated impact on people's orthodontia. Steve will leverage the years he spent in private practice to model his new business. His past experience in conjunction with his forward looking, customer-centric business model will allow him to rapidly grow a large and loyal patient base. Profitability will be reached by month 10, and sales will reach $349,888 by the end of year two. 2.0 Situation Analysis The Tooth Fairy is entering its first year of business. Steve recognizes that marketing is critical for The Tooth Fairy to gain market share and develop a large, sustainable customer base. The basic market need that Steve will serve is a flexible, customer-centric dentistry practice, providing cutting-edge cosmetic enhancements. The Tooth Fairy Page 1
The Tooth Fairy 2.1 Market Summary The Tooth Fairy possesses good information about its market. It knows a great deal about the ommon attributes of the prized customers. this information will be leveraged to better understand who is served, their specific needs, and how The Tooth Fairy can better communicate with them Target Markets Adults enters able 2.1: Target Market Forecast
2.1 Market Summary The Tooth Fairy possesses good information about its market. It knows a great deal about the common attributes of the prized customers. This information will be leveraged to better understand who is served, their specific needs, and how The Tooth Fairy can better communicate with them. Adults Seniors Target Markets Table 2.1: Target Market Forecast The Tooth Fairy Page 2