[NAME OF COMPANY] MARKETING PLAN

Transcription

1 [NAME OF COMPANY] MARKETING PLAN [date plan issued] Contact: [name], CEO [or President] [address] [phone no. & fax no.] [ ] [web site]

2 - 2 - Confidentiality Agreement The undersigned reader acknowledges that the information provided by [NAME OF COMPANY] in this marketing plan is confidential. Therefore, the undersigned reader agrees not to disclose any of such information without the express written permission of [NAME OF COMPANY]. It is hereby acknowledged by the undersigned that the information to be furnished in this marketing plan is in all respects confidential in nature (other than such information which is already in the public domain through other means) and that any disclosure or use of same by the undersigned may cause serious harm or damage to [NAME OF COMPANY]. Upon request, this document is to be immediately returned to [NAME OF COMPANY]. Signature Print Name Date

3 - 3 - TABLE OF CONTENTS Confidentiality Agreement... 2 I. Executive Summary... 4 II. Situation Analysis Market Summary Target Markets Market Needs Market Trends Market Forecast SWOT Analysis Competitors Products & Services Keys to Success Critical Issues... 7 III. Marketing Strategy Historical Marketing Strategy Marketing Objectives Positioning Overall Marketing Strategy Marketing Mix... 8 IV. Financials, Budgets & Forecasts Break-even Analysis Sales Forecast Expense Forecast Contribution Margin V. Controls Purpose of Plan Implementation Milestones Marketing Organization Contingency Planning... 10

4 - 4 - I. Executive Summary [NAME OF COMPANY] (the Firm ) is a [describe, e.g. a corporation incorporated under the laws of the State/Province of a partnership consisting of partners etc] which has been offering personal and business accounting services, tax preparation, business consulting, financial planning, bookkeeping, and services in the area for the past years. The members of the Firm/principals of the Firm have a combined years experience in the field. The Firm plans to expand and diversify its product and service offerings by [describe how this will be done, also outline why clients would choose your firm over the competition for these products/services] Our target markets include: businesses with $ or more in annual sales; individuals with a net worth of $ or greater; [list any other target markets] Diversifying our revenue streams and leveraging the core strengths of the Firm will position us well for the future. We will also implement marketing strategies which better leverage the Firm s total capacity throughout the year, rather than just during peak periods such as tax time. II. Situation Analysis The Firm is a [full]-service accounting firm, with a wide range of business and individual clients in the area. We offer expertise in all areas of accounting, bookkeeping, and financial, tax and estate planning. The Firm has developed a loyal customer base in a market that has experienced slowing growth and an erosion of consumer confidence in recent years, but we have faced growing competition from a variety of sources, including an increase in the number of independent accountants and financial advisors. The Firm is highly dependent on revenue streams from tax planning and preparation for both businesses and individuals. These areas currently account for approximately % of total revenues. This presents a long-term threat to the Firm due to increased competition and changes in the market, such as the accessibility of a wide range of tax and accounting software for the PC, which allow individuals and small businesses to prepare their own tax returns and do their own bookkeeping and accounting inhouse. We must therefore diversify our revenue base to realize ongoing growth and stability. 2.1 Market Summary The Firm currently has a client base of small businesses, mid-sized businesses and larger businesses, as well as clients for whom we provide personal accounting, tax and business consulting services. Our corporate / business clients rely on our services for their accounting, bookkeeping, tax and financial planning needs. We have built solid relationships with our clients, who realize and appreciate the value of the services we offer. 2.2 Target Markets The Firm s target market can be divided into 3 main segments: Large Businesses ( or more employees). The Firm s most profitable business clients are those which have more than employees, which value the full range of services we offer to both the organization and the staff, such as tax and estate planning,. These accounts not only generate the highest per-hour revenues for the Firm, but also generate the most consistent revenues throughout the year. Target clients in this segment are businesses which realize annual sales of $ or more, operate more than one location, have a customer base which extends outside of regional boundaries (i.e. national or international), and are publicly owned.

5 - 5 - Small to Mid-Sized Businesses (less than employees). The Firm currently has a number of accounts which fall into this category. From past experience, we find that these represent some of our fastest growing clients. Our key target market in this category would have annual sales between $ -$, have a customer base which encompasses the area and surrounding region (i.e. local or state/provincewide), and are privately owned. The Firm s long-term strategy is to grow with these clients as they expand and their needs for our services increase. Individuals. Individual accounts offer consistent revenue sources for the firm, by way of tax planning and preparation (approximately % of our individual clients depend on the Firm for this service), financial planning, portfolio management, estate planning, asset protection,. Our target clients in this segment are individuals with a net worth of greater than $. 2.3 Market Needs Our clients want to minimize their tax exposure, while complying with all federal and state/provincial tax laws. The Firm offers them peace of mind by ensuring that they use their financial resources in the most productive manner possible, while paying the least amount of tax allowable under the law. Our partners/principals provide financial, tax and business advice to our clients in order to enable them to optimize their personal and/or corporate wealth, protect their assets and reduce their taxes. 2.4 Market Trends [Market research is necessary to complete this section, to determine the trends affecting the market and thus the profitability of the company, both positive and negative. In this case, you can discuss the increasing use of PC tax and accounting software, any recent changes in tax laws, and similar factors] 2.5 Market Forecast [Market research will be necessary to complete this section, to gather relevant information about factors which will impact the growth of the industry generally and your client base and revenue streams specifically. Discuss topics such as growth rates of your various client groups, proliferation of individual practitioners (accountants and financial planners), regulatory changes / restrictions, etc] 2.6 SWOT Analysis The following SWOT analysis sets out the key strengths and weaknesses within the Firm, and describes the opportunities and threats facing the Firm. (a) Strengths A team of professionals who have established excellent reputations and client relationships; State-of-the-art computer hardware and software which enhances the Firm s capabilities and productivity and will allow us to expand our ability to provide services; High client retention and word-of-mouth referrals; [set out any other strengths the Firm has] THIS IS A 10-PAGE TEMPLATE.