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Business Plan Outline Non-disclosure 1.0 Executive Summary 1.1 Mission Statement 1.2 The Enterprise 1.3 Key Personnel 1.4 The Market 1.5 The Offering 1.6 Marketing Strategy 1.7 Competition 1.8 Projections 1.9 Resource Requirements 1.10 Key Issues 2.0 The Enterprise 2.1 Objectives 2.2 History 2.3 Organization 2.3.1 Key Personnel 2.3.2 Personnel Count 2.4 Operations 2.5 The Future 3.0 The Market 3.1 Market Segments 3.2 Prospects 3.3 Prospect Objectives 3.4 Segmentation 3.5 Size 3.6 Environment 3.7 Alternatives 4.0 The Offering 4.1 Description 4.2 Market Status 4.3 Value 4.4 Cost to Produce 4.5 Support 5.0 Marketing Strategy 5.1 Targets 5.2 Image 5.3 Promotion 5.3.1 Internet Web Site 5.3.2 Publicity 5.3.3 Advertising 5.4 Pricing 5.5 Sales 5.6 Distribution 5.7 Logistics 5.8 Support 6.0 Competitive Analysis 7.0 Development Program 7.1 Objectives 7.2 Organization 7.3 Market Status 7.4 Schedules 7.5 Technology 8.0 Operations / Production 8.1 Organization 8.2 Suppliers 8.3 Sub-contractors 8.4 Technology 8.5 Quality 8.6 Inventory 9.0 Investment Capital 9.1 Initial Funding 9.2 Use of Funds 9.3 Return on Investment 10.0 Historical Financials 10.1 Income Statement 10.2 Balance Sheet 10.3 Cash Flow 11.0 Financial Projections 11.1 Year One Income Statement 11.2 Year Two Income Statement 11.3 Five Year Income Statement 11.4 Year One Cash Flow 11.5 Year Two Cash Flow 11.6 Five Year Cash Flow 11.7 Balance Sheet 12.0 Financial Alternatives 12.1 Best Case 12.2 Worst Case 13.0 Financial Addendums 13.1 Assumptions 13.2 Ratios 13.3 Income Statement Comparison 13.4 Balance Sheet Comparison Business Plan Charts Tutorial |
5.3.3 AdvertisingExplanationAdvertising can take many forms, from calendars to coffee mugs to billboards to magazine ads to radio and TV spots. In most cases advertising is expensive, so you should plan carefully, making sure that the advertising is well focused on your target markets with a high exposure per dollar invested.Describe each form of advertising planned, specifying the market it is aimed at, the form it will take, what it will cost and the expected return. Factors to consider:
Sample from CitiLoc, Inc.We will judiciously use advertising to promote our service. There are a few key publications that we believe will reach the right management personnel in businesses that might use our service. These include Harvard Business Review, CEO, Red Herring, two or three financial and accounting publications, The Wall Street Journal, The Christian Science Monitor and some major city newspapers. Beginning in the eleventh or twelfth month we will begin placing ads in these publications.Beginning in the first month of year two we will begin a direct mail campaign directed at CEO's, COO's and CFO's in high growth industries. The mailings will be followed up with a phone contact and where available an e-mail contact. We will also pay major Internet search engines such as Yahoo and Google to display our ad whenever specific search criteria is used. |