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This is a complete marketing plan example for a hair salon business, including marketing vision and strategy, product positioning, sales forecast, expense budgets, metrics for success, and more. This marketing plan was created with Marketing Plan Pro, the most popular marketing plan software. Learn more at www.paloalto.com.

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Confidentiality AgreementThe undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.

Table Of Contents1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . . 2.1 Market Summary . . . . . . . . 2.1.1 Market Demographics . 2.1.2 Market Needs . . . . . 2.1.3 Market Trends . . . . 2.1.4 Market Growth . . . . 2.2 SWOT Analysis . . . . . . . . . 2.2.1 Strengths . . . . . . 2.2.2 Weaknesses . . . . . 2.2.3 Opportunities . . . . . 2.2.4 Threats . . . . . . . . 2.3 Competition and Buying Patterns . 2.4 Services . . . . . . . . . . . . 2.5 Keys to Success . . . . . . . . . 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 .2 .3 .3 .4 .5 .6 .6 .6 .6 .6 .6 .7 .7 .7

3.0

Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.6 Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Financials, Budgets, and Forecasts 4.1 Break-even Analysis . . . . 4.2 Sales Forecast . . . . . . . 4.3 Expense Forecast . . . . . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . Implementation Milestones Marketing Organization . . Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . 10 . 12 . 13 . 14 . 14 . 15 . 15

4.0

5.0

Cranium Filament Reductions1.0 Executive SummaryCranium Filament Reductions is a hair salon located in Shaker Hts., Ohio that allows the entire family to have their hair needs satisfied in one convenient location. Cranium serves men, women, and children and accepts appointments as well as walk-ins. Cranium also sells retail hair care products. Cranium is able to serve the entire family in one quick, convenient visit. While there are many "quick salons" like Cranium, Cranium will excel due to its attention to detail regarding customer service. Through unheralded customer attention, Cranium will slowly but surely gain market share as it services the entire family, creating long-term relationships. Lastly Cranium's location will allow it to attract a lot of walk in traffic. After month four, sales will grow steadily for Cranium. Profitability will be reached by month nine and $443,000 in revenue will be earned during year three with $61,000 in profits.

Annual Sales Forecast

$600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $0 2002 2003 2004

Males Females Women with young children Retail hair care products

Page 1

Cranium Filament Reductions2.0 Situation AnalysisCranium Filament Reductions is in its first year of business as a start-up company. Cranium recognizes the fact that a comprehensive, strategic marketing plan is required to ensure profitability and success. Cranium offers a wide range of hair cutting services. The market need is for a one-stop, convenient, hair salon that is skilled and reasonably priced, serving the entire family.

2.1 Market SummaryCranium Filament Reductions possess good information about the market and knows a great deal about the common attributes of its most prized customers. Cranium will leverage this information to understand who is served, their specific needs, and how Cranium can better serve them.

Target Markets

Males Females Mothers w/children

Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Males Females Mothers w/children Total

Growth 9% 10% 9% 9.27%

2002 54,000 28,000 23,400 105,400

2003 58,860 30,800 25,506 115,166

2004 64,157 33,880 27,802 125,839

2005 69,931 37,268 30,304 137,503

2006 76,225 40,995 33,031 150,251

CAGR 9.00% 10.00% 9.00% 9.27%

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Cranium Filament Reductions2.1.1 Market DemographicsThe profile for Cranium Filament Reductions consists of the following geographic, demographic, and behavior factors: Geographics The immediate geographic target is the city of Shaker Hts. and the surrounding communities with a total population of 112,000. A 20 mile geographic radius is in need of the offered services. The total targeted population is 46,000. Demographics Male, female, and children. Ages 3-55. The women are individuals who are concerned about getting quality hair cuts/styling, but are unwilling to pay the exorbitant charges associated with women-only hair salons. The men are concerned about getting a reasonably priced, convenient, haircut. The children do not have any major preferences other than having toys to play with while they wait. Have an individual income of at least $30,000. Behavior Factors Are always on the lookout for convenience factors in regards to service providers. Attempt to get all of the family's needs serviced at the same time if possible.

2.1.2 Market NeedsCranium Filament Reductions is providing families with a one-stop option for providing a wide range of hair cutting/styling options. Cranium seeks to provide the following benefits that are important to its customers: Convenience: Cranium can serve the entire family with no appointment necessary. Additionally, Cranium's storefront is in a centrally located area. Customer Service: Serving the customer with superior attention is what the employees are trained to provide. Competitive Pricing: Cranium offers pricing that is a bit more than a traditional barber but far less than a dedicated women's hair salon.

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Cranium Filament Reductions2.1.3 Market TrendsThe market trend for the hair cutting industr