Marketing Plan | Word Template FREE Download

• Cover page
• Owner and issue date
• Version control
• Document approvals

Enter your business name, number etc.

For example: Acme Electric Car chargers and charging services (AEC).

Give a brief description of your what services and/or products your business provides.
For example: We provide electric car charging points at gas stations along with a customer charge card and online website for preloading the card and finding charge points.

A brief description of your target customers.
For example: Environmentally conscious, middle- and higher-income college graduates. We expect this market to widen to include luxury car owners who are looking for a premium/aspirational vehicle over environmental concerns.

For example: We were the first and are most experienced provider of charge points.

For example: To grow our coverage nationwide and to be the preferred charging point for electric car owners.

Your vision is about what you want to achieve in the future. Ask yourself - In the long term, what do you want your business to accomplish? What are your ultimate goals? Be passionate, aspirational, and inspiring.

For example: To bring fast charging to every EV owner in the country.

Other real examples of vision statements:
to organize the world's information and make it universally accessible and useful. Google 2022.

to accelerate the world's transition to sustainable energy. Tesla.

What does your business do? What service does it provide for your customers? Think about what you do, why you do it and how you do it.

For example: We keep our customers on the road by providing fast, reliable EV charging.

Other real-world examples of mission statements:
to serve consumers through online and physical stores and focus on selection, price, and convenience. Amazon.

to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world. Apple.

Document what you are selling.
For example: Charging services for EV and Hybrid car owners.

What level of sales/revenue do you expect to achieve in the next year.

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. A SWOT is a great way to analyze the current state of your business.

Strengths
What is good about your business?
Example: We are an established brand that is well know by our target market.

Weaknesses
What’s not so good about your business?
Example: Our chargers are only deployed in 2 cities. We need to increase our coverage to exceed our competition.

Opportunities
Are there any external factors that we can take advantage?
Example: The market for electric cars is growing rapidly with premium brands bringing out all electric versions with much greater range than seen before. In consumers’ minds the image of the electric car as quirky and small is being replaced. Potential customers are now seeing them as aspirational luxury vehicles.

Threats Are there any external factors that threaten our business?
Example: As the market grows so does our competition. We need to move fast to establish dominance as the best-known provider of charging points.

Actions to address each weakness and threat
Enter your plans to address each weakness and threat.
Example: Focus on investment and advertising to increase coverage in targeted locations. Existing customer loyalty program to build customer retention. See Our Solution for more details.

Summarize your market research and attach a copy of your market research to this plan. You could add it as an appendix or create a link to the document here.

For an overview of useful market research tools including consumer insights, location research, demand research and useful datasets see 18 Tools and Resources for Conducting Market Research.

Research we’ve done to analyze the market.

Example: We have created customer personas to understand the socioeconomic background and status of electric and hybrid car owners. We used a marketing segment tool to find out where electric cars are most popular and a combination of datasets including the Census Bureau to identify locations where the population align with our customer personas (they earn enough, are educated to college level and have an interest in environmental issues.

What problems do your potential customers have right now? For example, is there a lack of a product or service in a particular area? Is the service difficult to access?

Example: Charging points are limited statewide. 90% of owners of full electric cars have chargers at home, but only 20% of Hybrid owners. Of the charging points that are available many are faulty and only a handful are fast chargers.

To provide AEC charging points at all gas stations in all urban areas that meet our target markets. To partner with ElecHome Inc. to market AEC charging points to Hybrid car owners.

Invest 3m to increase coverage in targeted locations. Create project team and schedule to plan and install 500 chargers in 300 locations.

Advertise new charging points aggressively using billboards, local tv and gas station signage.

Focus on existing customers to build loyalty via a new loyalty card (project VIP in progress to deliver by March 2023).

Document everyone who may want your product or service. Describe your target customer by gender, age, income, vocation, income, interests etc.

For example: Our charging points are aimed at EV owners and users. They are typically over 30, with an interest in cars or the environment, are college educated and have a medium to high disposable income.

How much you plan to sell over the next year. You can provide details in the Finances section.

Describe the businesses you are competing against. Look at the top 4/5 competitors and note what they do well and not so well. You may find the table below useful.

Goals and actions

Document your marketing goals for the next year and three years. Try to make your goals SMART. The table below may help.

This section covers the 5 ‘P’s’ of marketing – product, price, place, people and promotion. For more information see business.gov.au marketing.

Describe where your products/services fit in the market and how they are different from your competition.

Describe your price strategy and why you chose it. What is the profit margin? Does it cover direct and indirect overheads? What subscription options will be available? Will there be price tiers e.g., for higher cost for more features?

Describe how you will deliver your product or service to customers. For each of your sales channels describe what it is/will be used for and give details. Think about your target market when you decide on your channels. Examples of sales channels: direct mail, direct sales, export, market stall, shopfront, website, wholesale.

Plan how you will manage relationships with your customers so that you keep them and so that they buy more of your products.

For example: Our new loyalty card program will enable existing customers to build up points leading charging discounts. New customers will be offered an upfront 10% discount for the first 3 months of their subscription.

List your sales and marketing staff. Include any planned roles that are not yet filled.

Describe how you will promote and advertise your products and services to your customers. Focus on channels that will best reach your target market.

Performance Metrics

Describe how you will monitor the success of your marketing strategy.

Complete this section using your financial statements and forecasts.

Document your expected sales figures for the year and next year.

Include a breakdown of your expected costs/budget. An example snapshot is shown below. Get a free Marketing Budget Template in Excel.

Give the owner and location of any related documents.