Marketing Plan

The Marketing Plan should be based on the following structure:

  1. Executive Summary

Vision statement

Value proposition

Positioning statement

  1. Marketing Situation 

Industry analysis (description of your industry)

Identify your customers – ideal clients.

  • What is their demographic profile?
  • What are their values, interest, choices?
  • How do they like to do business (online, face to face, etc.)?
  • Where are they located?
  • Why would this person buy your product or service?

Competitive analysis (your competition):

  • Where are they located?
  • How long have they been in business?
  • What are their target markets?
  • What are the unique selling points?
  • What are the strengths and weaknesses?
  1. Analyze your business


Define your difference: USP – what is your unique selling point?

What is your elevator pitch?

  1. What is your customer journey?







  1. Action plan;

Marketing budget

Marketing team

Pricing strategy

Public Relations strategy

Social media strategy

Advertising strategy

After-sale strategy

Monitoring and measuring strategy

  1. Marketing budget/financials 

Sales, expenses, and profit

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