Sample Short Strategic Business & Marketing Plan

Transcription

1 201 Proposed Strategic Objectives Company s 5-year strategic objectives are: Minimum revenue goal: $ (+ vs. 201_) Minimum profit goal: $ Service area(s): Employees: Location(s): Products offered: Services offered: Gross s ($MM) Gross ($MM) Net ($MM) Growth - s ($) Growth - Gross s ($) Growth - Net s ($) 201_ Financial Summary Gross revenue: Gross profit: ( %) Net profit: $ ( %) Estimated breakeven: $ Customer base: /Customer: $ Net per a customer: $ [NOTE: break out your client base by segment, e.g. fleet, personal, business, etc. This helps you to understand what is generating the most revenue and profit. If you need an Excel calculator spreadsheet, let me know.] 201_ Client Profile # of Accounts or customers % of Company Per Client Net % of Company Net Per Client Page 1 of 5

2 201_ Financial Goals : (+ % vs. 201_) Gross : $ Net : $ Number of customers: [NOTE: take the same segmentation list from above. I ll discuss with you how to use this to develop your goals for 201. This helps you to understand what you need to do to generate the most revenue and profit. If you need an Excel calculator spreadsheet, let me know.] 201 Client Profile 201_ Target s/ Client 201_ Target # Accounts or Customers Increase vs. 201_ Net 201 Business Plan [NOTE: planning includes internal issues, expansion plans, addition of products and services, operational improvements, etc. Below are some examples of what you might list.] 201_ Internal Processes 1. Financial systems - 2. HR/Hiring 3. Operational processes - 4. Other - 201_ Products/Services 1. Increase number of jobs by at least %. 2. Explore addition of products _ Pricing 1. Evaluate pricing structure to determine if there are opportunities to improve competitive pricing, e.g. through optimized costing, improving fixed expenses, etc. 2. Page 2 of 5

3 201_ Distribution/Place 1. Develop business growth in the County area. 2. Explore growth opportunities in Counties. 3. Page 3 of 5

4 [NOTE: The following is an example of the types of things you want to detail out for your marketing plan. You will likely have different things to put in. Ideally, you add a timeline and/or completion date. Within sections, you can detail out action steps to keep you on track. ] 201_ Marketing Plan 1. Conduct ongoing Customer surveys to secure performance feedback, and potential testimonials and stories for use in marketing efforts. a. Develop in-house customer survey to be administered upon job completion. b. Review and act upon any problematic issues. c. Assemble testimonials and secure client approval. d. Request reviews on Google+ page 2. Develop brand image that establishes and strengthens company s brand identity by (date). a. Ensure all marketing materials and communications have a consistent look and message to synchronize with company s brand identity. b. Leverage language and high points garnered through customer surveys, as this is from the client perspective. 3. Identify target audience segments with highest revenue and profit potential for greatest return on initial sales efforts (date). a. Proposed i. Professionals who market themselves as speakers, teachers or coaches 1. Businesses likely to benefit from content marketing ii. Graphic designers or agencies needing a sub-contractor for WordPress development iii. Organizations covered by the Brown Act 1. Local agencies, including counties, cities, school and special districts. 2. Boards, commissions, committees, task forces or other advisory bodies created by covered agencies. 3. Governing bodies of non-profits formed by a public agency. iv. Restaurants 1. Higher end restaurants with significant tourist trade b. With these segments, assuming a consistency of customer distribution, grow customer base as follows (based on a % cold call conversion rate, or % customers per 100 calls): 201 Target Client Profile (by industry or category) 201_ # of Accounts 201_ Target # of Accounts Growth YTD vs. objective Conversion rate (%) # Cold X % conversion Page 4 of 5

5 c. Develop prospect lists by segment based on (date). i. Initial effort to be in County, with a progressive rollout to Counties depending on number of clients per segment within the region. d. Develop industry-specific sales points and support materials to increase interest and response (date). 4. Refresh company website once per. a. Evaluate website vs. area competitors. b. Wire-map new website to ensure client-friendly navigation. c. Capture new selling messages, key selling points and written testimonials. d. Ensure home page opens with key selling points. e. Review, proof and sharpen copy. f. Add News/Media section. g. Keep consistent with branding. h. Ensure appearance looks good across mobile devices. i. Periodically refine message to cover key benefits j. Regular, relevant blog posts 5. Develop Advertising & Communications campaign to increase awareness of company within target markets, leveraging key end-benefits and selling points (date). a. Develop educational outreach presentation to connect with prospect on a much higher level and establish company as the preferred expert. b. Explore Direct Mail/ campaign targeted at key growth segments i. Develop Problem/Challenge story that connects with prospects ii. Leverage customer testimonials incorporate terminology and key selling points. c. Develop PR program to promote accomplishments and news. d. Explore establishing company as go to resource for area newspapers. e. Identify cost-effective mediums to best reach target customer audiences. 6. Develop month by month promotion/advertising grid which outlines offers, dates and media vehicles to use (date). Evaluate: a. VIP/Preferred customer discounts b. DealSaver c. direct mail d. Online website promotion e. Print f. Inserts g. Cross promotions with other complementing firms h. Enhanced referral rewards i. Website only promotions 7. Explore ways to leverage existing relationships and networks (date). a. Referral programs b. Other programs 8. Other Page 5 of 5