Show the predicted level of sales
you expect to realize with and without the strategies you have outlined in the
marketing plan. Show the natural level of sales as described in your business
plan, and then show the expected increase in sales as they relate to specific
marketing techniques you will use.
·
Show the market share you will
hope to attain, based on "high", "medium", and
"low" estimates for the success of your marketing strategy.
·
Forecast the "break even
point" for each of the following 5 years, in the number of sales in
dollars. This will demonstrate your need to realize a certain amount of sales
in order to cover your expected costs for each of the next 5 years.
·
Outline the areas of weakness in
the financing of your business; the deficiencies that may be found in areas
such as "operating capital", outstanding loans, and insufficient
credit.
·
Provide appropriate suggestions
for reducing the effect that these deficiencies will have on the successful
operation of your business.
Tables, Graphs,
Diagrams and Pictures
By presenting information in a picture format, some areas that are hard to express in words become easy to show to the reader. Here are some examples:
By presenting information in a picture format, some areas that are hard to express in words become easy to show to the reader. Here are some examples:
Position Analysis
·
A figure that shows where your
company's image lies in relation to your direct competition.
Advertising
Examples and Other Promotional Materials
·
Provide the reader with some
examples of the type of artwork and advertising you hope to use to attract
potential customers, and, to portray a particular image of your
product/service.
·
Such materials can demonstrate
the effectiveness of your message, successful product/service recognition and
packaging design.
Demographics,
Consumer Statistics and Budgets
·
Include appropriate demographic
information such as populations, age distributions, projected population growth
and household sizes.
·
Include statistics covering
family expenditures, personal income characteristics, employment figures, and
spending and consumer patterns.
·
Provide budget sheets for
advertising campaigns, sales promotions, and expenses such as uniforms,
business cards, logo designs, banners, flyers, billboards, etc.
·
Include printing costs and
expected reordering schedules.
·
Demographics and other statistics
can be found in Statistics Canada information, available at the local library.
Pricing
·
Relate the pricing of your
products or services to your costs, profit margin, "break even point"
in sales, competitor pricing schemes, consumer profiles and product/service
expectations.
Separate the "fixed cost" components and your
"variable costs". Fixed costs are those that should remain stable
over the next 5 years, while variable costs are those that adjust to external
and internal pressures.
