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Well-executed market research and the development of a marketing plan can be vital to the success of a small business. Industry Trends – If your industry is experiencing widespread growth or decline, it might affect your marketing efforts, so you need to be aware of that and take note of it. Goal(s) – Choose specific and measurable goals that you hope to attain with your marketing efforts, and note them on your one page marketing plan.
Yearly Marketing Budget – You need to estimate your yearly marketing budget, which will serve as a guideline when choosing your marketing tactics.
Use this one page marketing plan template and guide to help you build a quick and basic marketing plan for your small and online business needs.
Thanks, I’m writing a marketing plan for a company doing their webhosting in a climate neutral way.
I am in charge of the sales and marketing of our services for our long term care division and would very much like to use your one page marketing tool for myself and the regional manager who works in a different area of Illinois.
Being the head of sales & marketing in a Dairy company in Asian region your one page plan provided an insight knowledge to make the starting point.
Great guide…I am preparing business plan for dairy industry in Nepal, this concise template helped a lot. Sharing great content with your network is an important part of establishing yourself as an authority in your field.
With your marketing plan in place you won’t have a holiday or event sneak up on you and think, “Oh!
As you plan your year, choose a few marketing tactics per month and remember that some will require continued time commitments (blogging, social networking, your newsletter) while others are more of a one-time project (donating a book or working a charity event, issuing a press release). Once you’ve put your plan together, be sure to review it monthly and look ahead so you’re ready for what you’ve planned. Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together. Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there. We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management.
Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments.
Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches. Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources. Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses. Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company.
Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List. Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements. Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements. In this post, I will outline my approach to marketing planning, which I have fine tuned over many years of managing bank marketing departments. Meet with Your Exec(s): Meet with bank execs to get a sense of the overall direction and bank priorities for the coming year. This is also a good time to review the ongoing elements of your marketing plan and recommend any changes: your Market Position Statement, your Role of Marketing document and your Marketing Functions chart. Use these meetings to learn about your key users’ business challenges as well as their priorities and any major new projects they are planning for the coming year. By involving your marketing staff in idea creation, budget research and plan writing, you can provide them with new challenges and opportunities to be creative and develop their skills.
During the review process, your management will ask hard questions, evaluate your proposals for new programs and question the true value of ongoing programs.
Finalize Your Budget, Calendar(s) and Plan: Now you have the information you need to make all the changes to your budget, adjust your project and event calendars and finalize your overall plan. Communicate: Once your budget and plan are approved, it’s time to communicate your plans for the coming year with key employees.
Marketing: First, your marketing staff will need copies of everything as soon as possible so they can start working on Project Implementation Plans and preparing for the new year.
Bank Execs: They should receive a copy of the Overall Marketing Plan, all four quarters of your Major Marketing Projects Calendar, the summary page of your final budget, the Market Position Statement, The Role of Marketing and Marketing Functions.
Other Managers, Supervisors and Officers: Each should receive a copy of the Market Position Statement and each quarter’s Major Marketing Projects Calendar as the year progresses.
All Employees: as you launch major campaigns and promotions, all employees should receive copies of bank-wide Project Implementation Plans so they understand the programs and the bank’s goals for them. While many of these steps can vary, depending on how you approach marketing planning at your bank, I strongly recommend that you meet with all of the key users of your marketing services and get their input, and if you have marketing staff, I think it’s important to involve them in the development of your plan and budget.

Enter your email address to subscribe to this blog and get notifications of new posts by email. Sign up for my weekly newsletter, Almost Timely, and get a summary of the week's news in marketing, social media, economics, and more. The last major warning when it comes to marketing plans is based on a cliche: best is very often the enemy of good enough. Christopher, once upon a time I followed a link from Chris Brogan’s blog which took me here. Whether you are starting a new art business or have an existing one, make sure that the planning process is a part of your business life.
Most people spend more time planning their vacations than they do in planning for their businesses – don’t let this happen to you. In keeping with the “planning your vacation or trip” theme, planning for your business is quite similar.
Sometimes this step is called a Situation Analysis in that you are trying to get a feel of where you are today and to identify the internal and external factors that affect your business.
When you analyze your strengths and weaknesses you are taking a look inward at your business. After you have looked at your competitors you should analyze what YOUR competitive advantages are.
When you plan a vacation one of the things you do first is decide on where you are going and what you will do when you get there – planning for your business is really no different. Once you have developed your overall goals you will then need to develop strategies and action plans to describe the various steps necessary to achieve your goals.
When you are on a vacation it is easy to know when you have arrived at your destination by the signs or points on your map. Monitoring our financial statements to see if our revenue and expenses are meeting our expectations. Neil McKenzie is the author of The Artist’s Business and Marketing ToolBox – How to Start, Run and Market a Successful Arts or Creative Business. Neil has over 30 years’ experience as a management consultant and marketing executive, working with some of the world’s top brands. In addition to blogging about small business issues she also frequently writes about freelance writing, indie publishing, and blogging, as well as social media and marketing. Yet writing a marketing plan is a commonly ignored part of business planning, especially in the digital age when an entrepreneur can start an online business with minimal effort. One page marketing plans give business owners a marketing to-do list, in addition to a general snapshot of their marketing situation. A one page marketing plan can later work as a springboard into a more comprehensive marketing plan, almost like a marketing plan outline. For example, if your goal is to increase listeners of your podcast by 10,000 in a year, an example strategy might be to invite well-known people in your industry to be guests on the show. This one page marketing plan template lets you break them down monthly in order to ensure that your marketing efforts are continual, instead of using up the marketing budget on one or two tactics early on.
By in the first place having their servers running on green energy and in the second place having a genius way of cooling the server room in a way which uses only 65% of energy compared to traditional cooling.
Definitely the help I was looking for after freelance writing and web authoring for a bit now!
In addition to operating several Web properties, the company focuses on print and e-book publishing as well as professional blogging and business writing services for clients.
By looking at your marketing 12 months at a time you can plan for seasonal promotions, work to combat any traditionally slower times for your company, and keep your business supported by always having at least one or two forms of marketing working for you.
Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget.
I don’t know if it’s the right approach for you, so I suggest that you take a look, choose the parts you like, and combine them with your own ideas to build a planning process that will work the best for you and your bank.
At this early stage, you probably won’t have a draft of the business plan to refer to, so, you will need to find out about any major new initiatives (new products, new technology, branch openings, etc.).
Get their feedback about your current marketing efforts on their behalf and what they feel is and isn’t working. Assign each staff member some planning and responsibilities; they’ll end up feeling a greater sense of ownership in the success of their projects and a stronger commitment to meeting department goals.
Once your management has finally signed off, you may still have to wait for final board approval, depending on how the budget process works at your bank. Good communication is key to developing support for your marketing programs, but not everyone needs everything. If any experienced significant cuts during the budget review process, it’s a good idea to meet with them personally to explain the reasons behind the decisions. By sending it quarterly, you can provide the most updated version (changes are inevitable).
In the absence of any map or plan, they’ll tend to follow the first person who appears to have even a marginally reliable plan of action or map, even if that map and plan is totally wrong. Absence of a plan is easily solved, but an overly complex plan is a greater challenge, one you need to vigorously avoid when creating your campaign plan. A perfect plan that lays in a 500-page binder somewhere and is never executed is worthless while a mediocre plan, vigorously executed, is far better for you and your company. A plan will help you organize your business and give it a much better chance to succeed and grow. A major benefit of the planning process in addition to the plan itself, is developing a way of thinking about your business and the environment it operates in.
Set some time aside for planning in your normal course of work – planning should be a normal part of your work!

Because strengths and weaknesses are internal to your business you have some level of control to alter or change them.
Unlike strengths and weaknesses you will probably have little power to change them – only adapt.
If you don’t know where you are going then you may end up in a place that you don’t want to be.
Objectives are typically defined as goals that have been “quantified” in terms of time to complete, cost, and other resources that can be measured.
Strategies are somewhat broad in nature and the day to day activities needed to achieve them are translated into “Action Steps”.
He has developed and teaches the course “Artrepreneurship” at the Center for Innovation at Metropolitan State University of Denver, and is also a visiting professor at University College at the University of Denver.
Neil is a frequent lecturer to artists and arts organizations, a guest columnist for Colorado Biz Magazine, where he covers the creative sector of the economy, and the author of several articles for Americans for the Arts, a national arts organization. Before becoming a full-time writer and publisher, Jenn ran a PR firm where she specialized in online PR and social media marketing.
If you are going to be successful, you need to start with clear goals and a well-developed plan. This information will help you start thinking about major campaigns and projects you will need to work on. You’ll also want to meet with the leaders of the markets outside of your main office community to assess their special needs and competitive challenges. You won’t be able to do everything that is on your wish list or the wish list of your key marketing users.
Remember, it’s their job to balance your recommendations, the needs of key department heads and the business goals of the bank. If bank budgets are not approved until the January board meeting, you may need to get special approval to move forward with projects slated for January since the work will need to be done in December.
In order to be a successful marketer, you not only need to have a map and plan, you need to be out in front with yours, showing it to people so that they head in the general direction you want them to go. Obviously, you need a product, but you should also have an offer, some campaign materials and content, a budget, and your ads.
What are your diagnostic and objective metrics that you’ll be using to measure your goals and progress? For each of the branches and nodes in the map, be able to explain why you made each choice. Make a plan, make a map, and expect there to be the occasional diversion, the occasional area that doesn’t work out. Many successful artists and galleries have told me that when they started their business they now wish that they had spent more time to create a formal plan.
Finding the answers to these questions is a little more complicated and will require some time and effort on your part. You should strive to take advantage of opportunities and minimize the effect of threats on your business. These competitors may be in your neighborhood, city or town, country and now ever increasingly all over the world. Your strategies and action plans are similar to a map and itinerary when planning a vacation.
Remember – a lot of the value of the planning process is not the plan itself but a way of thinking and running your business. This is where your knowledge of marketing and your understanding of your management’s priorities come into play. It’s likely that they will cut some of the campaigns and projects you’ve proposed in order to control expenses. Let’s walk through the basic steps of creating your campaign plan so that you can have yours ready to go as quickly as possible.
They felt that having a plan would have enabled them to grow faster and make fewer mistakes – take their advice!
When you find an area of weakness you should remedy the situation or make its impact less on your business. Don’t confuse the fact that your work may be unique with not having any competition – there are very few products or companies in the world with no competition!
Once you complete a good working draft of the Major Marketing Projects Calendar, you should have most of the information you need to draft your Overall Marketing Plan for the year. Once you have a well-researched budget and have finalized your Major Marketing Projects Calendar and your Overall Marketing Plan, it is time to present them to your execs.
Once initial cuts have been made, you may still be asked to go back and review your budget and make recommendations for further cuts in order to meet a target budget. Who on your team will be part of your plan and who is responsible for each area of stuff that needs to get done?
For example, if you wanted to do a digital outreach to entrepreneurs, doing it during the week of SxSW would ensure no one paid attention to you. Feel free to use the example above as a starting point for your own campaign plans and maps. If further cuts are needed, you may have another meeting with management to review your recommendations and get final decisions. I know most of these things, but to be reminded, not only helps me, but it helps the people that I help, and THAT is what it’s all about.

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