Marketing Plan Checklist

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Marketing Plan Components:

• Before trying to create a plan to approach prospective sponsors or investors, you may need to visit their web-sites to download sample accepted in their companies, or seek for specific guidelines by phone or during a personal visit, as far as every organization may employ their own format regulated by their policies, which can be different from the format represented below;
• Executive Summary – it is the first part of the plan, but should be created only after all other parts are completed:
  • This section introduces your company and explains the major points of your plan (as a brief overview of the entire plan and covers only the main points);
  • A brief, while still comprehensive, Executive Summary is a key action for success, as people you approach (such as investors) will want to read a synthesized version first, to decide if they are interested in your plan at all, before taking the time to read the rest;
  • Briefly describe the nature of your business ideas and the products or services you offer, including your targets, mission and company objectives, summarize the marketing objectives and strategies contained in the plan;
• Current Situation (Market Situation Analysis) – it helps the readers to determine where your organization currently resides:
  • External Analysis: describe your current business environment and position, embracing external political, social and economic factors influencing your business activities, and also a brief competitors and issues analysis;
  • Customer Analysis: describe your target market, current and potential customers, current consumers’ buying habits, motivation and trends, explanation why consumers purchase this product or service;
  • Internal Analysis: current situation with the financial and human resources available to your organization, anticipated state of financial & human resources in future, business performance (if to compare against competitors), SWOT Analysis (for more details please see SWOT analysis checklist);
• Competitor and Issues Analysis – detailed analysis of competitive environment, and review of key issues your company faces:
  • Companies (competitors) that offer similar products and services as you do;
  • List of key business issues that are potential challenges or risks;
• Marketing Goals and Objectives – setting up your marketing aims, including the timeframes to reach them, being realistic, measurable, consistent and aligned with the company’s mission;
• Marketing Strategies – market differentiation, positioning and uniqueness, along with a way you plan towards achieving your marketing objectives (Matrix):
  • Product: your product or service in details, its features and benefits;
  • Price: price background, pricing strategy and payment policies;
  • People: your target consumers, their profile and aims;
  • Packaging: how your product will be delivered;
  • Distribution: network of suppliers and intermediaries to be used to distribute the product or service, partnerships that can be developed to distribute the product;
  • Promotion: the promotional tools & tactics to be used to reach your marketing tasks;
  • Positioning: how the product/service will be positioned to make people buy it;
  • Placement: how and where you will position your product to let the customers accessing to it and how you will create the sale;
• Implementation of the Marketing Plan (Action Programs) – in this section it is necessary to create the specific plan of what will be done, when it will begin and be completed, and who will accomplish the tasks (create and justify realization of the plan);
• Budget/Financial section – the estimate of the direct and indirect costs related to the...

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