Business Marketing Plan Templates

Easily build your business's marketing plan with these templates.

A good marketing plan needs to be thorough. The more thought you give this the better chances you have of your marketing plan being executed successfully.

This basic marketing plan will be shown in an outline format. Following each heading will be a basic description of what information you will need to determine and fill in.

After the seven points of this outline have been considered and you plan has been laid out before you, look over it again. Make sure that you are being realistic in your expectations. You want to create a plan that will clearly define your objectives but doesn't look like you're dreaming. You do not want to overestimate what can actually be done. In doing so you will only set yourself or your partners up for a big let down.



There are many things outside of your control that can have quite an impact on your business. It is sometimes something that applies only to a specific marketplace or another business within your marketplace, but it may still indirectly affect your business. Consider your specific market's consumer behavior. The more you scrutinize your plan the more ideas you will get and the more detailed your plan will become. The more detailed it is, the easier it will be for you to keep on target. Set goals that are within your means. It is great to have a grand vision of what may come in the future but remember it is all the work here and now that will get you there. Planning in small steps helps to keep you focused and aids in tracking and evaluating.

Company Name

Company's Mission Statement:

I. - Company/ Product Analysis

This should include specific information about your product or service. It should include a description, product/service pricing, information covering your channels of distribution and service area, as well as information about how you'd like the promotion of your product to affect it, both in branding and in sales.

II. - Marketplace Analysis

This should include information about your product or service in relation to your marketplace. Ask yourself the following questions. What makes my product superior to the competition? What weaknesses does my product have that may make it less desirable than the competition? What things in this marketplace could have either a direct or indirect effect on my business in the near future? What opportunities does my marketplace present? Also include findings and important information you have found through research about your marketplace's consumer behavior.

III. - Marketing Goals and Objectives

Here you should list your overall long-term visions and the short-term goals that will be the steps to get there. Follow each goal with a basic description of how or what method you will use to reach this goal. Include your goals for financial areas, sales, and market share objectives.

IV. - Marketing Strategies

This will detail how you plan to achieve your goals. For example, if you want to reach a new segment of the marketplace and would like to try to reach them through direct mail marketing, you will explain here how you plan to compile a mailing list and what you plan to mail them, as well as what you expect that message to create within your desired audience. Strategies may include information concerning your targeted market, company or product branding, or specific promotions you plan to use.

V. - Advertising Plan

Determine what effect you expect from your advertising. Are you looking to create public image or increase sales? Who are you targeting? How will your advertising help you attain your goals? Explain the types advertising you plan to use and what you expect each specific ad to create. Determine what types of media you will use and what you expect from using each specific type.

VI. - Budget

This should detail how you will fund your marketing efforts. This helps you determine where your money will be most effectively spent. When you're looking at a limited amount of money, you have to prioritize. A TV spot is great if you can afford it and your business can serve the entire viewing area, but if money is tight you may get just as good a response from advertising in the local publications in your nearest communities. Sometimes your budget may affect whether some of your goals should become long-term goals rather than short-term.

VII. - Marketing Evaluation

Explain how you will determine if the marketing plan is on-target. How you evaluate your efforts depends on your goals and strategies. This may include anything from counting the number of flyers with a coupon sent out against the number of people that redeem their coupon to making follow-up calls to customers to survey for customer satisfaction. It is imperative that you monitor and continue to re-evaluate your marketing efforts to be sure you are really accomplishing what you set out to do.

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