Sample Marketing Plan - Creative Concepts Computer Design

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This is a complete marketing plan example for a computer design service business, including marketing vision and strategy, sales forecast, expense budgets, metrics for success, and more. You can edit this business plan directly or create your own in Marketing Plan Pro software.

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This sample marketing plan has been made available to users of Marketing Plan Pro, marketing planning software published by Palo Alto Software. Names, locations and numbers may have been changed, and substantial portions of text may have been omitted from the original plan to preserve confidentiality and proprietary information. You are welcome to use this plan as a starting point to create your own, but you do not have permission to reproduce, publish, distribute or even copy this plan as it exists here. Requests for reprints, academic use, and other dissemination of this sample plan should be emailed to the marketing department of Palo Alto Software at marketing@paloalto.com. For product information visit our Website: www.paloalto.com or call: 1-800-229-7526.

Copyright Palo Alto Software, Inc., 1998-2008 All Rights Reserved

Confidentiality Agreement

The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.

Table Of Contents1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 .2 .3 .3 .4 .4 .5 .5 .5 .6 .6 .6 .6 .7 .7 .7 .7 .7 .8 .8 .8 .8 .9 .9

Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . . . 2.1.4 Market Growth . . . . 2.2 SWOT Analysis . . . . . . . . . 2.2.1 Strengths . . . . . . 2.2.2 Weaknesses . . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . . . 2.3 Competition . . . . . . . . . . 2.4 Services . . . . . . . . . . . . 2.5 Keys to Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . Marketing Strategy . . . . . 3.1 Mission . . . . . . 3.2 Marketing Objectives 3.3 Financial Objectives 3.4 Target Markets . . 3.5 Positioning . . . . 3.6 Strategy Pyramids . 3.7 Marketing Mix . . . 3.8 Marketing Research Financials . . . . . . . . . . 4.1 Break-even Analysis 4.2 Sales Forecast . . . 4.3 Expense Forecast . . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

3.0

4.0

. 10 . 10 . 11 . 12 . 13 . 13 . 14 . 14

5.0

. . . . . . . . . . . . Implementation . . . Marketing Organization Contingency Planning .

Creative Concepts Computer Design1.0 Executive SummaryCreative Concepts Computer Design (CCCD) is a computer consulting firm whose target customers consist of home users and small businesses. The Eugene, OR community will be served by a comprehensive service provider that offers computer education/empowerment as well as problem resolution. CCCD is owned and operated by a seven-year industry veteran Don Digit. Don will leverage his extensive experience to provide the community with high quality consulting services. CCCD's competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The ability to translate complex "computerease" into basic English is an unusual and desired skill. This competitive edge allows CCCD to empower clients with new knowledge, making them feel significantly more comfortable in the computing environment where they now interact in so many activities. Creative Concepts will offer computer support to clients of two major categories, home PC users and small office users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS can be supported. CCCD offers computer consulting for software such as the Office Suite, MS Access and other database applications, Quicken, QuickBooks Pro, Internet technology software, and CD-RW software. Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations, hardware repair/replacement, and all issues relating to broadband connections. CCCD will rapidly gain market share by offering needed services, outstanding customer service, and reasonable prices. CCCD projects earnings of $42,845 by year three.

Annual Sales Forecast

$45,000 $40,000 $35,000 $30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 2003 2004 2005

Home PC Small Businesses

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Creative Concepts Computer Design2.0 Situation AnalysisCCCD is close to entering their second year of service. The company has been well received , and marketing is now critical to its continued success. The company offers a wide range of computer consulting for both home users as well as small businesses. The basic market need is a reasonably priced computer consulting firm that can translate technical computer information into everyday English, allowing the lay-person to easily understand technical concepts.

2.1 Market SummaryCCCD possess good information about the market and knows a great deal of information about the prized customers. This information will be leveraged to better understand who is served, their specific needs, and how CCCD can better communicate with them.

Target Markets

Home PC Users Small Business Contracts

Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Home PC Users Small Business Contracts Total Growth 2% 3% 2.29% 2003 25,000 10,000 35,000 2004 25,500 10,300 35,800 2005 26,010 10,609 36,619 2006 26,530 10,927 37,457 2007 27,061 11,255 38,316 CAGR 2.00% 3.00% 2.29%

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Creative Concepts Computer Design2.1.1 Market DemographicsThe profile for CCCD's customer consists of the following geographic, demographic, and behavior factors: Geographics The immediate geographic target is the city of Eugene with a population of 130,000. A 30-mile geographic area is in need of our services. The total targeted population is estimated at 4,787. Demographics Male: female ratio. 48%:52% Ages 26-54 with the median age of 33. Individual income ranges from $34,000-$65,000. 78% of the customers have had some undergraduate coursework and 14.8% have had some graduate coursework.

Behavior Factors Have increased their reliance on personal computers in all aspects in their lives from shopping, personal finance management, to information gathering. Strive to become more impendent in their use of the PC. Have increased the time spent on a PC from 12 hours a month in 1998 to 27.5 hours a month in 2002 for personal use.

2.1.2 Market NeedsCCCD is providing customers with a comprehensive computer consulting service for home users as well as small businesses. CCCD seeks to fulfill the following benefits that are important to their customers. Comprehensiveness- CCCD seeks to offer a wide range of consulting services, allowing the customer to be served with any type of computer issue that they may encounter. Teaching ability- While the customer is interested in having their computer problems solved, most customers appreciate being empowered with new abilities and skills, giving them more control within their computing environment. Customer service- The customer must leave the session believing that all of their needs were met in a manner that exceeded their expectations.

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Creative Concepts Computer Design2.1.3 Market TrendsThe market trend for the use of the PC within the home and the small business environment has been a skyrocketing increase in usage, to a large degree fueled by the proliferation of the Internet, and more recently by broadband connections. The relatively new uses of PCs are for the following tasks: Personal financial management (including tax preparation and filing). Online bill paying. Internet purchases. Research.

Market Forecast

40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 2003 2004 2005 2006 2007

Home PC Users Small Business Contracts

2.1.4 Market GrowthIn 1999, 27.8% of the Eugene community used a PC at home. In 2003, that number has soared to 71%. Additionally, the percent of households that had a home Internet connection was 14% in 1999 and has increased to 64% in 2002. The use of PC's within small businesses has not significantly grown in terms of the percent of businesses that have PC's, but the usage of the PC within the business has increased by 39% over a four year period in terms of activities that are now completed with the use of the computer. The increased usage of computers in both the home and business environment can be explained by a number of factors including price decreases, technological improvements, as well as decreases in complexity.

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Creative Concepts Computer Design

Target Market Growth

3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% Home PC Users Small Business Contracts

2.2 SWOT AnalysisThe following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing CCCD.

2.2.1 Strengths In-depth, comprehensive industry experience and knowledge. The unusual ability to teach technical knowledge to a non-technical clientele. Flexibility- The ability to meet the customer's needs with a customized, flexible solution.

2.2.2 Weaknesses As a one person venture (at least initially), the number of clients served is dependant on the time available for the one employee. The difficulty of building brand equity. The inability to scale rapidly to meet demand.

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Creative Concepts Computer Design2.2.3 Opportunities Participation within a growing market. Increased sales opportunities as the limit of technology is continually pushed upward. A decrease in market share for Apple (MacOS) should increase the reliance of consultants to solve computer issues with the Windows operating system.

2.2.4 Threats Future/potential competition from franchised computer consulting firms. Significant leaps in computer technology making computers far easier to use, decreasing the reliance on professionals for assistance with computer issues. A significant increase in consumer's knowledge/proficiency of computer technology.

2.3 CompetitionThere are two main competitors in this area. 1. 2. VOS. They are a well-established provider of computer upgrades and services. Suntech Computers. Smaller and less known than VOS, Suntech provides many services for residents living in East and South Eugene.

Both of these companies charge rates in excess of Creative Concepts, we will be able to attract the price-sensitive market without much work. Our second main advantage is the accessibility of our services. The time conscious customer will appreciate our swift work. Additionally, there are several phone based computer help services that offer help via the phone.

2.4 ServicesCreative Concepts will offer computer support to clients of two major categories, home PC users and small office users. These categories will comprise 95% of our operations. Both Windows OS as well as Macintosh OS are supported. CCCD offers computer consulting for software such as the Office Suite, MS Access and other databases, Quicken, QuickBooks Pro, Internet technology software, and CD-RW software. Hardware issues that are addressed are the setup of LAN networks, wireless (WI-FI) networks, CD-RW installations, hardware repair/replacement, and all issues relating to broadband connections.

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Creative Concepts Computer Design2.5 Keys to SuccessThe keys to success are simply: Exceed customer's expectations. Offer comprehensive, flexible services. Address market needs.

2.6 Critical IssuesCCCD is still in the speculative stages as a computer consultancy as a result of their young age. It is critical that they continue to take a modest fiscal approach to serving the needs of the clients, expanding only when the demand of the clients warrants expansion, not for the sake of expansion in itself.

3.0 Marketing StrategyCCCD will employ several programs within their marketing strategy. All of the programs will have the goal of getting the largest bang for the buck as the marketing budget is fairly limited, but a necessary expenditure. CCCD will employ advertisements in two local newspapers, the RegisterGuard and the Eugene Weekly, as well as provide free community workshops as a method of networking. The last element of the marketing strategy will be the use of a robust website that will catalog all of the different services offered by Creative Concepts.

3.1 MissionCreative Concepts Computer Design's mission is to provide the client with the finest computer consulting services available. CCCD exists to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of our clients.

3.2 Marketing ObjectivesThe marketing objectives are as follows: 1. 2. 3. Increase sales every month for the first two years. Increase repeat customers by 3% per quarter. Develop a brand image that is synonymous with quality within the Eugene community.

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Creative Concepts Computer Design3.3 Financial ObjectivesThe financial objectives include the following goals: 1. 2. 3. Increase the profit margin by 1% per quarter. Hold spendin...