Marketing Plan Template

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[MONTH] [YEAR] // Confidential Information









Statement of Confidentiality

& Non-Disclosure



This document contains proprietary and confidential information. All data submitted to [RECEIVING PARTY] is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with [YOUR COMPANY NAME]. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.


The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not to duplicate or distribute or permit others to duplicate or distribute any material contained herein without [YOUR COMPANY NAME]'s express written consent.


[YOUR COMPANY NAME] retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.





Table of Content

1.     Executive Summary  4

2.     Situation Analysis  6

3.     Marketing Goals and Objectives  7

4.     Industry and Market Analysis  8

5.     Target Customers  10

6.     The Brand  11

7.     Strategies and Tactics  12

8.     Implementation   14

9.     Financial Projection   15

10.  Evaluation and Monitoring  17




1.      Executive Summary

Business Description

Provide a brief history of your company and explain what your business does.


The Opportunity

Briefly describe the problem or the pain that the customer feels in order to establish that your business is really offering value to the customer.


The Solution

The solution is your product or service! However, if you want to set apart from the competition, your solution must be different and unique. Provide a very brief overview and description of your products and services, with emphasis on distinguishing features.


The Market

Provide a brief description of the market you will be competing in. Here you will define your market, how large it is, and how much of the market share you expect to capture.



Identify the direct and indirect competitors, with analysis of their pricing and promotional strategies, as well as an assessment of their competitive advantage.


Main Competitors




Market Share
























Capital Requirements

Clearly state the capital needed to start or expand your business. Summarize how much money has been invested in the business to date and how it is being used.


Source of Funds:





Owner’s Contribution



Term Loan



New Equity Financing











Use of Funds:





Sales & Marketing



Capital Expenditures



G & A Expenses











2.      Situation Analysis

Our Company

Who are the business owners? Provide a brief history of the company; describe the business, tell the length of time in operation; explain where you are in your business cycle; the location of your company. Also, explain why investors and lenders should be interested in getting involved in your business idea.



Describe the product / service you are selling; the benefits of your product over your competition; tell where you compete (local, national, etc.)


Product / Service Name




















3.      Marketing Goals and Objectives

Our Goal

List your goals (Short, medium and long term). Make them measurable.



Describe the objectives that you want to reach. Use the SMART acronym (Specific, Measurable, Agree, Realistic, Time Based) to be sure that they are realistic.


Goal / Objective


Due Date


















4.      Industry and Market Analysis

The Industry

Describe your industry like the current situation (growing, maturing, declining), the size, the level of competition; trends and drivers; PESTLE etc. Be concise then fill the chart below.
















The Market

Describe your market; name the competitors; explain their market share and their positioning; their strategies; the segmentation of your market, etc.


SWOT Analysis

What are you really good at (Strengths)? In which areas your business has a disadvantage versus competitors (weaknesses)? What situations in your marketplace could you exploit to your advantage (opportunities)? What conditions or situations in the marketplace could work against you (threats)?

Competitors Analysis


Competitor 1

Competitor 1

Competitor 3





Time in business




Target market




Uniqueness Factor























5.      Target Customers

Our Customers

Explain who your target customers are and how they behave?

Describe them: their age, gender, education, income level, social status, location, etc.

What are their lifestyle, activities, values, interests or opinions?

What are their needs, buying patterns and motivations for buying?

Why would they buy your product/services over others?


6.      The Brand

Unique Sales Proposition (USP)

Write your USP (Unique Selling Proposition). Your USP must articulate a compelling and decisive advantage you have over the competition.


Market Need Served

Need gap that your products or services fills for your customers.


Differentiation Factor

Explain what differentiates your products/services from others in the market.


Our Edge

Explain what gives your products and/or services an edge.


Why We Stand Out

Explain what makes your business stand out or distinct from your competitors.



7.      Strategies and Tactics

Strategies and activities

Describe the strategies that you will use to position yourself; explain the marketing activities that you will do the sell your product / service to differentiate yourself from your competitors and encourage customers to choose your business.


Products / services

Describe your long-term product strategy. Explain the features and benefits you offer; the size, color, etc. How will the customer use it? Where will the client use it? What is it to be called? How is it branded? Quality? Policy return?



Describe the value of the product or service to the buyer. How will your price compare with your competitors? Is the customer price sensitive?



Where do your clients look for your service or product? How do you access the different distribution channels? How is your distribution strategy different from your competitors?



How will you reach your audience? By online advertising, in the press, on TV, on radio? When is the best time to promote? Is there seasonality? How are your competitors doing their promotion? How does it influence your choice of promotional activities?


How will you use your salesforce? Do you have training in place to drive constant improvement?  Does your team understand the process for handling client interactions?



What are the processes involved in delivering your products and services to the customer? Will it be standardized? Tailored? What are the elements in place to ensure the same quality of service?


Physical environment

Explain how you will use your physical location to improve customer experience. What will be the tangible elements to increase the consumer experience?



8.      Implementation

What is going to be done?

Explain how you will use operations to add value for customers in your target market.


How it is going to be done?

Explain what you will do in-house and what you will purchase (make vs. buy).


Who is going to do it?

Explain how your company will operate on an ongoing basis.


When is it going to be done?

Describe locations of production, sales, storage areas, and buildings. Explain lease or ownership details. Complete the chart below.



Start Date

End Date

Project Owner


Product design & development





Sales & marketing










Resources to acquire







The Budget

How much you expect to spend this year? Explain how the money will be spend.



9.      Financial Projection

Financial assumptions

State the major assumptions of your projection; the expenses that you will incur and the forecast of the next 5 years of your sales.


Market shares projections

State the market share you will hope to attain. How do you plan to reach that level? In which timeframe?


Financial projections for the next 5 years

Balance Sheet Summary



Year 1

Year 2

Year 3

Year 4

Year 5





















Income Statement Summary



Year 1

Year 2

Year 3

Year 4

Year 5







Cost of Goods Sold






Gross Profit






     Operating Costs






     Finance & Admin






     Sales & Marketing






Total Expenses






Income Before Tax






Less: Income Tax






Net Income









10. Evaluation and Monitoring

Evaluation of the sales

Explain your funding request. It should include amount needed, structure of the deal, interest, collateral, anticipated return, ownership willing to give, etc. Sell the advantages of your proposal to the investor.


Evaluation of the plan

Clearly, state the capital needed to start or expand your business. Describe why you need the funds and how parties will benefit from the opportunity.


Lesson and adjustments

What have you learnt? What must be improved? What correctives action will be done? In which timeframe?


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Document Description


Document Outline Info

  • 661KB
  • Microsoft Word (.doc)
  • English
  • Business Plans
  • Plans

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