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Marketing Plan Worksheet



Last Updated: Jan 29, 2018
Make sure your marketing efforts are productive. Use this marketing plan worksheet to plan your marketing strategy whether you’re a startup or existing business. It will help you know who your customers are and make your marketing efforts more successful.

Whether you’re starting a new business, are launching a new product, or want to bring in more business customers for your existing small business, the key to success is knowing who is most likely to buy what you sell and what the best ways are to reach those potential customers.  

If you start marketing without that knowledge, you’ll waste time and money running ads, going to networking events, or sending mailings  that get poor results – or sometimes bring in no customers at all. 

Don’t let that happen to you. You can improve your chance for success by researching your market before you start a small business or launch a new marketing campaign.  Doing the research is as important for long-time business owners as it is for startups. The reason? Markets, customer expectations, and the ways to reach likely customers have changed significantly in recent years.

Business Name ___________________________________

Your Products and Services
_________________ _______________ _________________________
_________________ _______________ _________________________
_________________ _______________ _________________________

Describe the types of individuals or businesses you expect to use these services. Include age, gender, income, and other important demographics.
_________________ _______________ _________________________
_________________ _______________ _________________________
_________________ _______________ _________________________

Indicate when and how often they might need your services. If you aren’t sure,
ask potential clients and/or existing customers to tell you when they would use what you sell or why they use it now. For existing businesses, also ask customers if there’s anything about your products or services they’d like to see changed.
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
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Describe the benefits your products and services will offer customers (the SPECIFIC problems the product solves or SPECIFIC advantages it offers to the customer)
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
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How many other services like yours are in your area?
_______________________________________________________________
 

How will your service differ from your competitors? 
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______Phone calls (including staff time)
______Online advertising
______Print classified ads
______Print display ads
______Yellow Pages
______Network at business meetings (include cost of  meetings, if any)
______Window signs to attract walk-in trade
______In-store displays to sell add-on services
______Bidding on jobs
______Other (specify)

Compare your expected methods of finding customers and costs with the ways potential customers have indicated they are most like to look for this type of service. Then decide what steps you need to take to get customers to buy from you. List them below and set target dates for accomplishing each. 

Action Item Start Follow-up Estimated Actual Results
                  Date  Date        Cost        Cost 
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______
_________  ___  _______   ______   ______ _______

Copyright 2016 Attard Communications, Inc

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About the author:
Janet Attard is the founder of the award-winning  Business Know-How small business web site and information resource. Janet is also the author of The Home Office And Small Business Answer Book and of Business Know-How: An Operational Guide For Home-Based and Micro-Sized Businesses with Limited Budgets.  Follow Janet on Twitter and on LinkedIn

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