CONFIDENTIAL

MARKETING PROJECT PLAN

BUSINESS NAME

Street Address
City, State and Zip

webaddress.com

VERSION 0.0.0

00/00/0000

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APPROVED BY TITLE DATE

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TABLE OF CONTENTS
1. EXECUTIVE SUMMARY ..............................................................................................................................................4
2. MISSION STATEMENT .................................................................................................................................................5
3. VISION STATEMENT ...................................................................................................................................................5
4. SITUATIONAL ANALYSIS ............................................................................................................................................6
4.1 5C ANALYSIS ....................................................................................................................................................6
4.1.1 COMPANY ..................................................................................................................................................6
4.1.2 COLLABORATORS .......................................................................................................................................6
4.1.3 CUSTOMERS ................................................................................................................................................6
4.1.4 COMPETITORS .............................................................................................................................................6
4.1.5 CLIMATE.......................................................................................................................................................6
4.2 SWOT ANALYSIS ...............................................................................................................................................7
5. CORE CAPABILITIES ..................................................................................................................................................8
6. GOALS .......................................................................................................................................................................9
6.1 SHORT-TERM GOALS .......................................................................................................................................9
6.1.1 FINANCIAL ...................................................................................................................................................9
6.1.2 PRODUCT ....................................................................................................................................................9
6.1.3 HUMAN RESOURCES ...................................................................................................................................9
6.1.4 MARKETING .................................................................................................................................................9
6.2 LONG-TERM GOALS......................................................................................................................................10
6.2.1 FINANCIAL .................................................................................................................................................10
6.2.2 PRODUCT ..................................................................................................................................................10
6.2.3 HUMAN RESOURCES .................................................................................................................................10
6.2.4 MARKETING ...............................................................................................................................................10
7. TARGET MARKET .....................................................................................................................................................11
7.1 INFORMATION COLLECTION ........................................................................................................................11
7.2 PAIN POINTS ..................................................................................................................................................11
7.3 SOLUTIONS .....................................................................................................................................................12
7.4 BUYER PERSONA............................................................................................................................................12
8. MARKETING STRATEGY ...........................................................................................................................................13
8.1 BUYER’S BUYING CYCLE ...............................................................................................................................13
8.2 UNIQUE SELLING PROPOSITION (USP) .........................................................................................................13
8.3 BRANDING .....................................................................................................................................................14
8.4 MARKETING MIX – 4Ps ...................................................................................................................................14
8.4.1 PRODUCT ..................................................................................................................................................14
8.4.2 PRICE .........................................................................................................................................................14
8.4.3 PLACE ........................................................................................................................................................15
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8.4.4 PROMOTION .............................................................................................................................................15
8.5 MARKETING CHANNELS................................................................................................................................15
8.6 BUDGET ..........................................................................................................................................................16
9. PERFORMANCE STANDARDS & MEASUREMENT METHODS ................................................................................17
9.1 STANDARDS OF PERFORMANCE .................................................................................................................17
9.2 BENCHMARKS................................................................................................................................................17
9.3 MARKETING METRICS TO MEASURE SUCCESS ............................................................................................18
9.4 MEASUREMENT METHODS ............................................................................................................................18
10. FINANCIAL SUMMARY ............................................................................................................................................19
10.1 FINANCIAL FORECASTS ................................................................................................................................19
10.2 BREAKEVEN ANALYSIS ..................................................................................................................................19
10.3 FINANCIAL STATEMENTS ...............................................................................................................................20
10.3.1 INCOME STATEMENT ............................................................................................................................20
10.3.2 CASH FLOW PROJECTION ...................................................................................................................20
10.3.3 BALANCE SHEET ....................................................................................................................................20
11. APPENDIX ................................................................................................................................................................21
11.1 RESEARCH RESULTS .......................................................................................................................................21
11.2 PRODUCT SPECIFICATIONS AND IMAGES ..................................................................................................21

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1. EXECUTIVE SUMMARY

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2. MISSION STATEMENT

3. VISION STATEMENT

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4. SITUATIONAL ANALYSIS
4.1 5C ANALYSIS
4.1.1 COMPANY

4.1.2 COLLABORATORS

4.1.3 CUSTOMERS

4.1.4 COMPETITORS

4.1.5 CLIMATE

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4.2 SWOT ANALYSIS

INTERNAL FACTORS
STRENGTHS (+) WEAKNESSES (-)

EXTERNAL FACTORS
OPPORTUNITIES (+) THREATS (-)

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5. CORE CAPABILITIES
CAPABILITY ONE

CAPABILITY TWO

CAPABILITY THREE

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6. GOALS
6.1 SHORT-TERM GOALS
6.1.1 FINANCIAL

6.1.2 PRODUCT

6.1.3 HUMAN RESOURCES

6.1.4 MARKETING

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6.2 LONG-TERM GOALS
6.2.1 FINANCIAL

6.2.2 PRODUCT

6.2.3 HUMAN RESOURCES

6.2.4 MARKETING

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7. TARGET MARKET
7.1 INFORMATION COLLECTION

7.2 PAIN POINTS

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7.3 SOLUTIONS

7.4 BUYER PERSONA

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8. MARKETING STRATEGY
8.1 BUYER’S BUYING CYCLE

8.2 UNIQUE SELLING PROPOSITION (USP)

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8.3 BRANDING

8.4 MARKETING MIX – 4Ps

8.4.2 PRICE

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8.4.3 PLACE

8.4.4 PROMOTION

8.5 MARKETING CHANNELS

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8.6 BUDGET

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9. PERFORMANCE STANDARDS & MEASUREMENT METHODS
9.1 STANDARDS OF PERFORMANCE

9.2 BENCHMARKS

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9.3 MARKETING METRICS TO MEASURE SUCCESS

9.4 MEASUREMENT METHODS

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10. FINANCIAL SUMMARY
10.1 FINANCIAL FORECASTS

10.2 BREAKEVEN ANALYSIS

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10.3 FINANCIAL STATEMENTS
10.3.1 INCOME STATEMENT

10.3.2 CASH FLOW PROJECTION

10.3.3 BALANCE SHEET

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11. APPENDIX
11.1 RESEARCH RESULTS

11.2 PRODUCT SPECIFICATIONS AND IMAGES

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MARKETING PROJECT PLAN TEMPLATE
FOR STARTUP BUSINESS

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