CRANIUM FILAMENT REDUCTIONS January 2002 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 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 7 3.1 Mission 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Marketing 8889 3.5 Positioning 3.7 Marketing mix 10 3.8 Marketing Research 10 4.0 Financials, Budgets, and Forecasts 4.1 Break-even Analysis 10 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 5.1 Implementation Milestones . . . . . . . . . . . . . . . . . . . . . . . 14 5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 15 5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15
Cranium Filament Reductions 1.0 Executive Summary Cranium Filament Reductions is a hair salon located in shaker Hts. ohio that allows the entire family to have their hair needs satisfied in one convenient location. Cranium serves men, women, and children and accepts appointments as well as walk-ins. Cranium also sells retail hair care products. Cranium is able to serve the entire family in one quick, convenient visit. While there are many "quick salons"like Cranium, Cranium will excel due to its attention to detail regarding customer service. Through unheralded customer attention, Cranium will slowly but surely gain market share as it services the entire family creating long-term relationships. Lastly Cranium's location will allow it to attract a lot of walk in traffic After month four, sales will grow steadily for Cranium. Profitability will be reached by month nine and $443, 000 in revenue will be earned during year three with $61, 000 in profits. Annual Sales Forecast s600000 s500000 s400000 s200,000 Retail hair care products s100000 22十2十2n千
1.0 Executive Summary Cranium Filament Reductions is a hair salon located in Shaker Hts., Ohio that allows the entire family to have their hair needs satisfied in one convenient location. Cranium serves men, women, and children and accepts appointments as well as walk-ins. Cranium also sells retail hair care products. Cranium is able to serve the entire family in one quick, convenient visit. While there are many "quick salons" like Cranium, Cranium will excel due to its attention to detail regarding customer service. Through unheralded customer attention, Cranium will slowly but surely gain market share as it services the entire family, creating long-term relationships. Lastly Cranium's location will allow it to attract a lot of walk in traffic. After month four, sales will grow steadily for Cranium. Profitability will be reached by month nine and $443,000 in revenue will be earned during year three with $61,000 in profits. $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 2002 2003 2004 Males Females Women with young children Retail hair care products Annual Sales Forecast Cranium Filament Reductions Page 1
Cranium Filament Reductions 2.0 Situation Analysis Cranium Filament Reductions is in its first year of business as a start-up company. Cranium recognizes the fact that a comprehensive, strategic marketing plan is required to ensure profitability and success. Cranium offers a wide range of hair cutting services. The market need is or a one-stop, convenient hair salon that is skilled and reasonably priced serving the entire 2.1 Market Summary Cranium Filament Reductions possess good information about the market and knows a great deal about the common attributes of its most prized customers. Cranium will leverage this information to understand who is served their specific needs, and how Cranium can better serve them Target Markets Mothers w/children Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2002 2004 CAGR 64,157 900% Females 1000% Mothers w/children 23.400 27,802 9.00% 9.27% l15,166 125,839 9.27%
2.0 Situation Analysis Cranium Filament Reductions is in its first year of business as a start-up company. Cranium recognizes the fact that a comprehensive, strategic marketing plan is required to ensure profitability and success. Cranium offers a wide range of hair cutting services. The market need is for a one-stop, convenient, hair salon that is skilled and reasonably priced, serving the entire family. 2.1 Market Summary Cranium Filament Reductions possess good information about the market and knows a great deal about the common attributes of its most prized customers. Cranium will leverage this information to understand who is served, their specific needs, and how Cranium can better serve them. Males Females Mothers w/children Target Markets Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Growth 2002 2003 2004 2005 2006 CAGR Males 9% 54,000 58,860 64,157 69,931 76,225 9.00% Females 10% 28,000 30,800 33,880 37,268 40,995 10.00% Mothers w/children 9% 23,400 25,506 27,802 30,304 33,031 9.00% Total 9.27% 105,400 115,166 125,839 137,503 150,251 9.27% Cranium Filament Reductions Page 2