updated marketing plan talk for peoples 11 05-05

Developing a Marketing Plan

Presented by:

Darryl M. Lee Vice President, Business Development

National Institute for Urban Entrepreneurship

Copyright © 2005 National Institute for Urban Entrepreneurship 2

National Institute for Urban

Entrepreneurship

Patricia Hureston Lee, Esq. President and General Counsel

Darryl M. Lee Vice President, Business Development

Lisa Bass Vice President, Communications President, e-Media Pro


Contents of a Marketing Plan

Executive Summary Current Marketing Situation Opportunity and Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit and Loss Statement Controls


I. Executive Summary

Brief Overview of the Proposed Plan


II. Current Marketing Situation

Business Environment

Market Situation

Product Situation

Distribution Situation


III. Opportunity and Issue Analysis

Opportunity/Threats Analysis

Strengths/Weaknesses Analysis

Issue Analysis


IV. Objectives

Financial Objectives

Marketing Objectives Sales Revenue Objectives Market Share Objectives Customer Awareness


V. Marketing Strategy

Your vision and strategy for the market

Target Market(s) Positioning Product/Service Line Price Distribution Service Advertising Research and Development Marketing Research


VI. Action Plans

Implementation Plans/Milestones Owners Investment Requirements Start and Completion Dates


VII. Projected Profit and Loss Statement

(Income Statement)

Revenue Side: Sales Volume in Units and Average Realized Price

Expense Side: Cost of Production, Distribution, and Marketing, Overhead

Profit or Loss


VII. Projected Profit and Loss Statement

(Income Statement)

Sales $60,000Cost of Goods Sold 39,000 Gross Margin $21,000

Expenses Salaries $9,300 Rent 3,500 Supplies 3,000 $15,800 Net Profit $5,200


VII. Controls

Controls that will be applied to monitor the marketing plan’s progress

Understand what is happening if the business underperforms and develop actions to improve it

Contingency plans


Entrepreneurial Success Story

Mr. Darryl Brown and his partner Michael Davis are two aspiring entrepreneurs. They

are both members of a startup business named Tasty Delite International, Ltd. which sells

the Tasty Delite Seasoned Coating Mix. The seasoned

coating mixture is designed to add a distinctive flavor to

foods; provide evenly blended seasonings; and produce a coating for both baked and

fried poultry, seafood, red meat and vegetables.

Their product is available in 40 states including Illinois, and

Maryland.


Questions and Answers

updated marketing plan talk for peoples 11 05-05

Business

lee vice president

projected profit

loss statement

income statement

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