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Marketing Plan Template
Work through each section and you'll end up with a real marketing plan: what you sell, who you sell it to, what you'll do about it, what it costs, and how you'll know it worked. Your answers save in this browser as you type, so you can come back and finish later.
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1. Business Basics
The cover details. Everything else builds on these.
How you want the plan headed.
The stretch of time this plan covers.
Who owns this plan.
Where buyers land today.
2. Executive Summary
Write this last, read it first. A short overview someone can skim in a minute.
What you sell, who you sell it to, and the two or three things this plan is meant to achieve.
3. Mission and Vision
Your reason for existing and where you're headed.
Your core purpose in one or two sentences.
What the business looks like in three to five years.
The handful of things you will not compromise on.
4. Market Research
What's actually happening in your market, backed by numbers where you have them.
Shifts in demand, pricing, technology, regulation, or buyer behavior.
How big the market is and how fast it's moving. Cite your source.
Price, convenience, trust, speed, status, urgency.
5. Competitive Analysis and Positioning
What rivals do well, where they leave a gap, and the space you own.
List three to five, with what each one does well.
Where buyers are underserved today.
For [buyer] who [need], we are the [category] that [difference], unlike [alternative].
Four short lists. Be blunt.
6. Target Market
Who you're actually trying to reach. Vague audiences produce vague marketing.
Age, income, location, job, company size, family stage.
Values, habits, identity, what they read and follow.
The pain that makes them start looking.
What makes them buy, and what stops them.
Other groups worth serving, ranked.
7. Marketing Goals (SMART Objectives)
Specific, measurable, achievable, relevant, time-bound. A goal without a number and a date is a wish.
Include the metric, the target, and the deadline.
Name the tool and who checks it.
8. The 4 Ps of Marketing
Product, Price, Place, Promotion. The core of the offer.
What you sell, the lineup, and what makes each item worth buying.
Price points, margins, discounts, bundles, and how you compare to rivals.
Where people can actually buy: site, marketplaces, retail, wholesale, in person.
How people hear about you: content, ads, email, partnerships, PR, events.
9. Action Strategies and Tactics
The specific channels and the work behind each one. Name an owner and a cadence.
Platforms, post types, how often, who makes it.
Topics, publishing pace, pages to fix.
Sequences, newsletters, and the offers behind them.
Platforms, offers, audiences, and the monthly spend.
Who else already has your audience.
What happens in each quarter or month.
10. Budget
What this plan costs to run. Include tools, people, and ad spend.
One number, so tradeoffs are honest.
Spend by platform and month.
Email, scheduling, design, analytics, hosting.
Staff time, contractors, agencies, photography.
What you'll cut first if results lag.
11. Key Performance Indicators
The numbers you'll check on a schedule to know whether this is working.
The few that matter most: revenue, leads, customers, cost per acquisition.
Traffic, engagement rate, open rate, click rate, conversion rate, return on ad spend.
Who reviews what, and how often.
What has to be true for this plan to work.
Now put the plan to work
A plan only pays off once the work happens. BizManna turns this into weekly tasks and gives you the tools to do them: content, email, ads, SEO, and local marketing, in about 20 minutes a day.