ilevMpt

e[sping frffi HffiectlveA-1

.r-il.i f kr=t i * g i= i,+siDetailed description of theresources and actions neededto aclrieve stated marketinctobjectives,

si i:iit'giq. *i:i+gti${Process of anticipating eventsanci market conditions andder.iding hor,v a fjrrn can bestachie've its organizationalobjectives.

i:r: s: Iil-.s * i! i ir-i!Forrrral document thatr-rutlirtes tvhat a cornpany sobjectives are, how they willbe met, horr.l the business wiiierbtain financinq, and howmuch nroney tlre conrparryexpects to earr't,

the questions addressr(l by a:itiii'ri*i:iiri i:i;::,-i-a detaiIedres0urr.es and artions needed to achieve statecJ rnarketing,' r ll ,i t, ,' ', i ';iiii:t:i:i: i:ii.,,.-.:.i:,.-.- llii. 1,-lt'C!( e:j'. Of atil-if-i;iatifrq L.Vt.:'l\ts, rrtr(l , 1, i iilitr,l lti r\i'' ,i iiiiti r ,-iil i

',-'.1 .i(.i-ti["'t: it'i Crl-Car]iZtitiunal Slljelr-tii.'eS

f;NMPNNHNTS ffiF fi H}LJffiINHSS PLFINr\ .t'rrrP.rrr\''s I;r",irrr

",, 1ir:ri is orrc oi ils lrrost irl|ortrrrr{ ,l,,tr.lrlrcnts. l lrt: business platr Puts irt rvriting

rvlrlrt ,tll ol tllq',-,,"r',''rrrs olrjr:r'titr',,.rr,r. lr.rrr tlrc'l'iiiil br rnt:t, h,iu'the business..vili obtain irinanc-irrg..rrrtl lt,rl'nrrrclr nl()il(\r tlic,,'rnqran','(trI)cLl\ to (r:rnr ovc'r a sPeciliccl tirne period. Althtltigh busi-tttss pl;trrs vrtty in l,:nllt ir ,rrrrl firrrrr,rr. rrro-ct r orrlrrirr ;r( k:;rrt surrrc liirttt ol: tlre lilllou,ing corlrp()nenrs:

' i\tt r:.,'r tttit,( ,uttttn,lry lrricl)r inrs\^/(-ts rh,:. rt'i,,,, t,'/t,ti, u,lttn, tt,lsrrt. how, 'rttil ilil,clttestions tortlr,. pl,rrr. i\ltlr,'rrrllr tlic srrrrrrr,rrr irpl)i ilrs r'rrriv in tlrc 1.ll,rtr. ir rr'picall| is u,ritten lasr, ;rticl thclitttti r'rtt.ttril,, lr,,r','*'tl.r'ti,,rrr ilr. ,lct,iils r'tf rtll tirr rrtlt,rt s,:ttiotts.

' h (otilf)(titit'( tt)till.vsi\ srrt tion li'rus, s ,rtt tltc i'ir,,'iroltttttltt itt rvlriclr tlre nurrkL'tirrg irl:rn is to beirrrPl

A-2

"A torporaIion is a livirrr;

orq;rrtisnt; if lr,ls to cor.ttinutl 1o

sltt'd its skin lr4r:tlrotl:i lrave [n

cltanqe Fo':1r., h.li lri rlrarrr;r'

Valrres lr,tvo to rttanr;r llrr:

slrrrr tot,rl cf tlrosrt r lranqes; ir,

Iransfor lnatiolr,"

--Andy Grove,

r, i lt litti( 'ullttl,.)t;il, !( lt l,Ittli l, t lt'tlttll:)]t

i-r'i,.:l

r:[;)\..1''::]lir.::. /5, , 1Outline of a BusinesrPlan

Appendix A

,. 'l1t

t lrc plru r, r));u l

"Iailinq to plan rs planninq

lo fail"

wt#iltM

Appendix A l)F,.Eiopir,c an tflectivr [.iarke tirrr.] i-'la!l

THE EXECUTIVE SUMMARY, Ct)MPETITIVE ANALYSIS,AND MI$SI()N STATEMENTIlecausc thcse thrc.: clenretrts oFthc busiuess plan often reappear: in the marketing plan, it is usefulro clcscrilre thcrl helc. I{ecall that the executive sumrn;lry answer.s dte u.,ho, tuhat, uhen, u'here, ltou.,,anrl whl,qucstionsfor thc lrusiness, In tlre early clavs o[(ioogie, the executive summary of the corl-pany's busincss plarr inclrr

Appendix A [)s',,,-.lo;irrrr't ,rn f:f lr.t tirre i',i;rlt:lirr; t)iarr

t1) grow to thc next stage. As r collcge stuclcnt, Davicl Kirn {bund h.: e:rjoyed tutoring children.Wlrcn hc cliscovcrecl a rcal clcnrancl {br skillcd tutoring, he decided to launc,h a tr-rtoring btrsi-ncss, lvhic'lr he tranretl (12 llclucation. Becarrse (,2's crlrc colnperclrcy is helping students to excel,crrrplovccs rrt: hirccl aud trainecl accorcling to rigolorr.s.starrr{artls. llbdal', C2 F,ducarion serves.strrdctrts fl-onr clerncntary thlough high school, operating in 110 locations in the Llnitetl .Statesln

A-6

"ln ntarketilrg I have seen orrly

one slraleqy that tan't ntiss- - -

arrd tlrat is to market to your

bt'rt r.uslotl0ts first, yotrr be'>t

prospccls srt(ond, and the restof tlrtt v,rorlrl last"

--John Romero

| )li)t ll, ll l)ll trtl, ll! t(! ( lF'\,/Qi()l)ll

WHFI t i!!i i,$ i I f ii # i i!! i I i f i i I t

Appendix A

sotnc:rvltctc on the fiontierr, enlist their Facebook frirnds to help b,v "sending" rhenr warer buckers,arrtl, c:onr:civabli,, *i" a Ran,qo statue. With an estimarecl 15 rnillion-plus Iiacebook users playingl'r-rrrr ticrVi i lc d'aily, Iilnt e, t r eceived grear exp,rstrrc. I i

BIJIIGE'T, SSHENULE, AND M(}NIT(lRINGltvcry nrarkcting plan lcrlttilcs a budget, a time.schedtrle {br implenr,entarion, and a s1,5g6611 for rn6ni-tolirrg the pl'rn'.s succcs.s ,;r lailure. At age 2l, enrreprcnelrrJoe (iirrrili of Cainesville, ljlorida, rnade ato'

Appendix A

PtanInc.

Tabte of

EXECUTIVE SUMMARY'l'his flvc-vcar nrarkcting plarr tirr l]lrre Skv (,lorhing has lreen creatcd bv ics rwo lbunders tosccur-c ;rcltlitiolral liurding lirr grtlrvth antl to inlcrnn elnployees of tlre cornpany's current statusrurrt[ tlircction. Altlrtrtrglr I]luc Sklrrvls launchecl onlv rhree vears ag(t, the finn has experiencedqrc,rrcr-thrr1-;rrrticiplrccl clcnranrl lbr irs products, ancl research lras slrorvn that the target m,rrketof sporrs-rnirrrlctl

AppendiX A ir,' ,'r,,lril)rl ri lf f , li,il il,iii,.lirir.l i)i;i;r

COMPETITOR$ IN TI"IE OUTN(}OR CLOTHII{G MARKTTI'lrc outclorlr rctail sllcs irrrlrrsllv sclls :rlrout g1 billiorr ra'ortlr of goods aunualll'. raneingli'onr ckrtlrirrll to crlrripnrcrrt.'l'lr.: r,ritrl,ror rrpparcl tnarkct has nranl'cntties. L.l,.llean, Dick'sSpolrirrg (iorrrls, l{l:1, I'irrrl'rrl:rrrrl. [Jirss I'ro Shoyrs, L.abela's, fhe North Facc, an,.l l)atagonia:lr(: ilnlolrg tlrt: rnost rccogrrizablc tonrpanies oilering thcse proclucts. Smaller cotnpetitorslikc'l'itlc Nint:, rvhich ollc'rs ;rtJrlctic clothing firr uonre'tr, ancl Ragged N4ountain, rvhichsr:ll.s fl,'crc t lorhinyl firr slric.s. \X/ith thc cxccptiol] ol rhc fleece vestsrrrrcl i:r, kets. [ilrr. Sliv's clotlring is rnedc' strictlv ol]thc highest'rluality cotton, so it nray bewoltt lrotlt ttrr rhc lriliirrg tr:ril rrrrrl ar,runcl turvn. liin,rllr,, l]lLre Sliy prorlucts are rrlTerecl at rnocl-t:r;ttc'prit't'r, rrr:rking rhcrn ;rflirrdlblc in nrultiplc (lrrantitics. For itrst:rnce, a tslue Sky |-shirt

A-9

tIAIt{{I

J

A-10

lllue Sky has identifieclits custorncrs as activepeople lletweerr ages 25and 45. Flowevetr, tlratdclesn't Inean someonewlro is oldr:r or prefers toreatj allout the outdoorsisn't a potential cuslc)nleras wttll, By pirrllointinqwhere existinqcustorners live, Lllue Skyc.an plan for r;rowth intonew outlets,

Tlre strorrgc:;l part oftlre rlarketirrq rnixfor Blrre Sky irrvolvessales llrornotiorrs,public relatiorrs, arrrln on trac.li I iona I rla rketi rrc;str.rtegie:;, suctt asatterrdinq outcloorevertts crrrcl orqa lrizir r

Appendix A i)o'rcloliincr arr [:f fr=t-rive N.liirketirrg ;)iarr

0istribution Strategy()trrrcr.rtly. BIuc Sl

A-12

An actual plan willinclude rnore specificfi nancial details, whichwill be folded into theoverall business plan. Formore inforrnation, seeAppendix B, "FinancialAnalysis in Marketing," lnaddition, Blue Sky statesthat at tlris stage, it doesnot have plans to exit themarket by rnerging withanother firrn or making apublic stock offering.

llricing StrategyAs discussed earlier in this plan, Blue Sky products are priced with the cornpetition in mind.The flrnr is not conce rtred with setting high prices to signal luxurv or prestige, nor is it arrempr-ing to achievc the soals of oFfietting low prices Lry selling large quanrities of products. Instead,v:rlue pricing is pncticed so cLlstonlers fbel comfcrrtlble pur'chasing new clotiring to replace thcolcl, even if it is just hercausc thev like the ncrv colors.'I'he pricing srraregy also makes I3lue Skyprochrcts good titts-_-fbr birthday.s, gladuations, c'r "iust bccause." 'fhe cu.ston.rizeci clothingrvill scll fbr $2 to $4 nrore than the regular Blue SLy logo clothing. 'I'he luggage rvill be priced

Appendix A l)r'vi"l1)[,tn(l ,rtt I f it'r Ii'.,1,' fvlarketittg l'lart

lllrrr Sliy :lllt iciltirtcl; corrriutritre opcrations into thc lorcsecable lirture, rvith no plans to erirrltis rttrtrltr:t. lrrstcad, as tlisc:rrsscrl throtrllh,rrrt tlris plan, tlrr: lirnr pilan.s to increase its ptesence inrlrc trr'rrltt'l. At prcscnt, tlrclc arc rro plans ro r.nerge wirh anotlrer c:ornpanlr or to make a publicstock olli:rilrg.

A-13 A-14

NtrTI-

l- -t

lF tff

l. ComP2. ComP

Builclicorn'

3. Contl4. "lv{ee'

or{J, ifor thRF52

5. u.s.acc(sW-w*9

Wrlrcon'!

6. Corr7. Davi

Ncw