ISP Business Tools ...cont'd

By Michael Patenaude
Global X Change

Copyright © 1999 Global X Change, Michael Patenaude.

This document may be used in its unmodified form by non-profit organizations and others working for international development.

Introduction   |   Cash Flow Forecast   |   Project Estimating   |
Service and Product Differentiation   |   Contract Checklist   |   Marketing Plan Template

4.5 Marketing Plan Template

This document is intended to provide a description of information that may be included in a marketing plan. It is intended to be a checklist. As such, not all items are needed in all cases, and other items may be added as the need arises.

Descriptions are provided in italics where required.

Title Page

Organization Name

Title of Document

Fiscal Year of Plan

Table of Contents

Background – Introduces the events leading up to the provision of the product or service, such as market conditions and company experience.

Product or Service Definition – Describes the product and/or service addressed by the marketing plan.

Target Market – Describes the typical buyer of the product and/or service. The market can be defined as customer types, geographic region, industry sector, or any other meaningful segmentation.

Competitive Analysis – A statement of the activities of competing organizations is provided to identify the source and nature of the competition. It should identify the names and offerings of the major competing organizations.

Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis – Describes the strong points and weak points of the organization and product/service offered. Discusses future opportunities and possible threats from competitors or other sources (e.g., regulatory change).

Market Positioning – Describes how the organization and product/service is being promoted to potential buyers, emphasizing unique attributes of the organization and product/service.

Strategic Considerations – Describes the long-term issues that the organization and product/service faces and how it will move ahead over time.

Tactical Plan – Describes the specific activities and tools that will be developed/conducted during the timeframe of the marketing plan.

Sales Tools – Describes the tools to be developed for use by sales staff (e.g., demonstration Web site, brochure, service description, etc.)

Lead Generation – Describes how new business will be generated (e.g., calling prospective customers by telephone, attending trade shows, speaking to existing clients and asking for references, advertising, etc.)

Vertical/Competitive Research and Analysis – Describes what research and analysis will be conducted into market segmentation and competitor activity to better refine sales and marketing activities.

New Market Investigation – Describes what activities will be performed to find new markets and new customers.

Timeline and Budget – Summarizes by three-month periods the activities, budgets and timing of the elements of the marketing plan. A sample template is provided below.

Calendar View of Activities – Summarizes "at-a-glance" in calendar format the activities to be performed. A sample template is provided below.

Measurement – Describes how the results from implementing the marketing plan will be monitored and measured. Examples include:

• Leads resulting from events;
• Leads resulting from advertising;
• Leads resulting from website;
• Media coverage achieved;
• Information Seminar attendance; and,
• Leads/sales ratio (measure quality).

Marketing Plan Template:  (download file-  pdf  |  word/97  |  rtf )

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