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Table Of Contents
1.0
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
2.0
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 . . . . . . . . .
2.7
Macroenvironment . . . . . .
3.0
Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1
Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.2
Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.3
Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.4
Target Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.5
Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.6
Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.7
Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.7.1 Services and Service Marketing . . . . . . . . . . . . . . . 12
3.7.2 Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.7.3 Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.7.4 Service . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.8
Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 13
4.0
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5.0
Controls
5.1
5.2
5.3
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Implementation Milestones
Marketing Organization .
Contingency Planning . .
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.1
.1
.2
.3
.3
.5
.5
.6
.6
.6
.7
.8
.8
.8
.9
.9
Page 1
Target Markets
University Students
Office Workers
Seniors
Teenagers
Other
Growth
4%
3%
6%
2%
0%
3.50%
2000
10,000
20,000
3,000
2,000
0
35,000
2001
10,400
20,600
3,180
2,040
0
36,220
2002
10,816
21,218
3,371
2,081
0
37,486
2003
11,249
21,855
3,573
2,123
0
38,800
2004
11,699
22,511
3,787
2,165
0
40,162
CAGR
4.00%
3.00%
6.00%
2.00%
0.00%
3.50%
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Page 2
Avrg. Age
20
33
65
18
-
Awareness
High
Moderate
Low
High
-
Use
Research
Communication
Entertainment
Entertainment
-
Acceptance
High
High
Low
High
-
Frequency
Daily
Daily
Occasionally
Daily
-
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Page 3
Market Forecast
45,000
40,000
35,000
30,000
University Students
25,000
Office Workers
Seniors
20,000
Teenagers
15,000
Other
10,000
5,000
0
2000
2001
2002
2003
2004
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Page 4
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Page 5
4.
Knowledgeable and friendly staff. We've gone to great lengths at JavaNet to find
people with a passion for teaching and sharing their Internet experiences. Our staff is both
knowledgeable and eager to please.
State-of-the art equipment. Part of the JavaNet experience includes access to state-ofthe-art computer equipment. Our customers enjoy beautiful flat-screen displays, fast
machines, and high-quality printers.
Up-scale ambiance. When you walk into JavaNet, you'll feel the technology. High backed
mahogany booths with flat-screen monitors inset into the walls provide a cozy hideaway for
meetings and small friendly gatherings. Large round tables with displays viewable from
above provide a forum for larger gatherings and friendly "how-to" classes on the Internet.
Aluminum track lighting and art from local artists sets the mood. Last, but not least, quality
cappuccino machines and a glass pastry display case provide enticing refreshments.
Clear vision of the market need. JavaNet knows what it takes to build an upscale cyber
cafe. We know the customers, we know the technology, and we know how to build the
service that will bring the two together.
2.2.2 Weaknesses
1.
2.
2.2.3 Opportunities
1.
2.
Growing population of daily Internet users. The importance of the Internet almost
equals that of the telephone. As the population of daily Internet users increases, so will the
need for the services JavaNet offers.
Social bonds fostered by the new Internet communities. The Internet is bringing
people from across the world together unlike any other communication medium. JavaNet
will capitalize on this social trend by providing a place for smaller and local Internet
communities to meet in person. JavaNet will grow some of these communities on its own by
establishing chat areas and community programs. These programs will be designed to build
customer loyalty.
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Page 6
2.
Rapidly falling cost of Internet access. The cost of access to the Internet for home
users is dropping rapidly. Internet access may become so cheap and affordable that nobody
will be willing to pay for access to it. JavaNet is aware of this threat and will closely monitor
pricing.
Emerging local competitors. Currently, JavaNet is enjoying a first-mover advantage in
the local cyber-cafe market. However, additional competitors are on the horizon, and we
need to be prepared for their entry into the market. Many of our programs will be designed
to build customer loyalty, and it is our hope that our quality service and up-scale ambiance
won't be easily duplicated.
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Page 7
2.4 Services
JavaNet will provide its customers with full access to the Internet and common computer programs
and equipment. Some of the Internet and computing services available to JavaNet customers are
listed below:
Access to external POP3 email accounts.
Customers can sign up for a JavaNet email account. This account will be managed by
JavaNet servers and accessible from computer systems outside the JavaNet network.
FTP, Telnet, Gopher, and other popular Internet utilities will be available.
Access to Netscape or Internet Explorer browsers.
Access to laser and color printing.
Access to popular software applications, like Adobe Photoshop and Microsoft Word.
JavaNet will also provide its customers with access to introductory Internet and email classes.
These classes will be held in the afternoon and late in the evening. By providing these classes,
JavaNet will build a client base familiar with its services. The computers, Internet access, and
classes wouldn't mean half as much if taken out of the environment JavaNet will provide. Good
coffee, specialty drinks, bakery goods, and a comfortable environment will provide JavaNet
customers with a home away from home; a place to enjoy the benefits of computing in a
comfortable and well kept environment.
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Page 8
2.7 Macroenvironment
The retail coffee industry in this area experienced rapid growth at the beginning of the decade and
is now moving into the mature stage of its life cycle. Many factors contribute to the large demand
for good coffee: The student population at the University is a main source of demand for coffee
retailers, the cold and damp climate is extremely conducive to coffee consumption, and current
trends in the Northwest reflect the popularity of quality coffee and specialty drinks.
The popularity of the Internet is growing exponentially. Those who are familiar with the
information superhighway are well aware of how fun and addicting surfing the Internet can be.
Those who have not yet experienced the Internet need a convenient, relaxed atmosphere where
they can feel comfortable learning about and utilizing the current technologies. JavaNet seeks to
provide its customers with affordable Internet access in an innovative and supportive environment.
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Page 9
Page 10
3.5 Positioning
JavaNet will position itself as an upscale coffee house and Internet service provider. Business
people of all types will use JavaNet as a place to hold meetings and catch-up on email
communications. Students from nearby downtown housing centers will use JavaNet as a place to
socialize and discuss the latest Internet sites. Seniors from downtown retirement centers will
experience the Internet for the first time at JavaNet. Programs designed to teach newcomers
about the power of the Internet will help build customer loyalty and spread the word about the
services JavaNet offers.
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Page 11
3.7.2 Pricing
JavaNet bases its prices for coffee and specialty drinks on the "Retail Profit Analysis" provided by
our supplier, Allann Brothers Coffee Co., Inc. Allann Brothers has been in the coffee business for
22 years and has developed a solid pricing strategy.
Determining a fair market, hourly price for online use is more difficult because there is no direct
competition from another cyber-cafe in our area. Therefore, JavaNet considered three sources to
determine the hourly charge rate. First, we considered the cost to use other Internet servers,
whether it is a local networking firm or a provider such as America Online. Internet access
providers use different pricing schemes. Some charge a monthly fee, while others charge an hourly
fee. In addition, some providers use a strategy with a combination of both pricing schemes. Thus,
it can quickly become a high monthly cost for the individual. Second, JavaNet looked at how cybercafes in other markets such as Portland and Ashland went about pricing Internet access. Third,
JavaNet used the market survey conducted in the Fall of 1998. Evaluating these three factors
resulted in JavaNet's hourly price of $2.50.
3.7.3 Promotion
JavaNet will spend almost fifty thousand dollars in its first year of operations to build a brand and a
loyal customer base. Marketing efforts will be focused on the local market, and the campaign will
run the entirety of 1999, increasing roughly 10% per year to match increased sales revenue. The
marketing budget will consistently equal almost 20% of sales.
A Few Specific Marketing Efforts:
Local TV spots
Print Materials
Local Newspapers
Local Radio Spots
JavaNet Events
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Page 12
5.
The marketing budget is based on a percentage of sales value. Currently, that value is set
at 20%.
Building a strong brand and brand loyalty is critical to the success of JavaNet.
Marketing is a critical component of the JavaNet business plan.
The relationship between marketing dollars spent and revenues generated is positive only
to a certain point. We don't feel that a marketing budget based on 20% of sales is close to
that point where additional marketing dollars spent won't create additional revenue. If we
can manage, we plan to spend more than 20% of sales on marketing in future years.
However, we want to keep this relationship in mind as we consider spending more on
marketing efforts.
Our understanding of the need for strong branding and emphasis on marketing gives us a
competitive edge over other cafes in our area and potential competitors.
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Page 13
Break-even Analysis
$8,000
$6,000
$4,000
$2,000
$0
($2,000)
($4,000)
($6,000)
($8,000)
0
996
1992
2988
3984
4980
2,986
$10,002
$3.35
$0.84
$7,500
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Page 14
$50,000
$40,000
$20,000
$10,000
$0
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Page 15
2000
16,230
9,129
12,173
60,255
54,777
0
152,564
2001
17,853
10,042
13,390
66,280
60,255
0
167,820
2002
19,639
11,047
14,729
72,908
66,280
0
184,602
2003
21,602
12,151
16,202
80,199
72,908
0
203,062
2004
23,763
13,366
17,822
88,219
80,199
0
223,368
Unit Prices
Coffee (based on average)
Specialty Drinks (based on average)
E-mail Memberships
Hourly Internet Fees
Baked Goods (based on average)
Other
2000
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
2001
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
2002
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
2003
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
2004
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Sales
Coffee (based on average)
Specialty Drinks (based on average)
E-mail Memberships
Hourly Internet Fees
Baked Goods (based on average)
Other
Total Sales
2000
$16,230
$18,259
$121,726
$150,636
$68,471
$0
$375,323
2001
$17,853
$20,085
$133,899
$165,700
$75,318
$0
$412,855
2002
$19,639
$22,093
$147,289
$182,270
$82,850
$0
$454,141
2003
$21,602
$24,303
$162,018
$200,497
$91,135
$0
$499,555
2004
$23,763
$26,733
$178,219
$220,547
$100,248
$0
$549,510
2000
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
2001
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
2002
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
2003
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
2004
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
2000
$4,058
$4,565
$30,432
$37,960
$16,981
$0
$93,995
2001
$4,463
$5,021
$33,475
$41,756
$18,679
$0
$103,395
2002
$4,910
$5,523
$36,822
$45,932
$20,547
$0
$113,734
2003
$5,401
$6,076
$40,504
$50,525
$22,601
$0
$125,107
2004
$5,941
$6,683
$44,555
$55,578
$24,862
$0
$137,618
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Page 16
$12,000
$10,000
$8,000
$6,000
Local TV Spots
Print Materials
Local Newspapers
Local Radio Spots
$4,000
JavaNet Events
$2,000
$0
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Page 17
2000
$23,000
$6,750
$3,300
$12,000
$9,000
$28,500
$1,500
-----------$84,050
22.39%
$194,278
51.76%
2001
$25,300
$7,425
$3,630
$13,200
$9,900
$31,350
$1,650
-----------$92,455
22.39%
$214,006
51.84%
2002
$27,830
$8,168
$3,993
$14,520
$10,890
$34,485
$1,815
-----------$101,701
22.39%
$235,706
51.90%
2003
$30,613
$8,984
$4,392
$15,972
$11,979
$37,934
$1,997
-----------$111,871
22.39%
$259,577
51.96%
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2004
$33,674
$9,883
$4,832
$17,569
$13,177
$41,727
$2,196
-----------$123,058
22.39%
$285,834
52.02%
Page 18
Sales
$20,000
Expenses
$15,000
$10,000
$5,000
$0
Jan Feb Mar
Jul
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Page 19
$20,000
$15,000
$10,000
$5,000
$0
Jan Feb Mar Apr May Jun
Jul
2000
$375,323
$93,995
$3,000
-----------$96,995
$278,328
74.16%
2001
$412,855
$103,395
$3,000
-----------$106,395
$306,461
74.23%
2002
$454,141
$113,734
$3,000
-----------$116,734
$337,407
74.30%
2003
$499,555
$125,107
$3,000
-----------$128,107
$371,447
74.36%
2004
$549,510
$137,618
$3,000
-----------$140,618
$408,892
74.41%
2000
$23,000
$6,750
$3,300
$12,000
$9,000
$28,500
$1,500
-----------$84,050
22.39%
$194,278
51.76%
2001
$25,300
$7,425
$3,630
$13,200
$9,900
$31,350
$1,650
-----------$92,455
22.39%
$214,006
51.84%
2002
$27,830
$8,168
$3,993
$14,520
$10,890
$34,485
$1,815
-----------$101,701
22.39%
$235,706
51.90%
2003
$30,613
$8,984
$4,392
$15,972
$11,979
$37,934
$1,997
-----------$111,871
22.39%
$259,577
51.96%
2004
$33,674
$9,883
$4,832
$17,569
$13,177
$41,727
$2,196
-----------$123,058
22.39%
$285,834
52.02%
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Page 20
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Page 21
Milestones
TV Ad Creative
Radio Spot 1 Creative
Radio Spot 2 Creative
JavaNet Event 1 Creative
JavaNet Event 2 Creative
Newspaper Ad Creative
Customer Happiness Representative Prog. 1
Introduction to the Internet Class 1
Customer Survey
Other
Jan
Feb
Mar
Apr
Plan
Start Date
1/15/99
1/15/99
2/1/99
2/1/99
4/1/99
1/1/99
1/15/99
1/15/99
3/1/99
3/1/99
End Date
2/1/99
2/1/99
2/10/99
2/10/99
4/10/99
1/5/99
2/1/99
1/16/99
4/1/99
4/1/99
Budget
$500
$250
$250
$250
$300
$75
$500
$250
$1,000
$0
$3,375
Manager
ABC
ABC
ABC
ABC
ABC
ABC
ABC
ABC
ABC
ABC
This sample plan produced in Marketing Plan Pro software. www.paloalto.com 1-800-229-7526
Department
Department
Department
Department
Department
Department
Department
Department
Department
Department
Department
Page 22
This sample plan produced in Marketing Plan Pro software. www.paloalto.com 1-800-229-7526
Page 23
Jan
800
450
600
2,970
2,700
0
7,520
Feb
840
473
630
3,119
2,835
0
7,896
Mar
882
496
662
3,274
2,977
0
8,291
Apr
988
556
741
3,667
3,334
0
9,286
May
1,106
622
830
4,107
3,734
0
10,400
Jun
1,250
703
938
4,641
4,219
0
11,752
Jul
1,413
795
1,060
5,245
4,768
0
13,280
Aug
1,526
858
1,144
5,664
5,149
0
14,342
Sep
1,648
927
1,236
6,118
5,561
0
15,489
Oct
1,780
1,001
1,335
6,607
6,006
0
16,729
Nov
1,922
1,081
1,442
7,135
6,487
0
18,067
Dec
2,076
1,168
1,557
7,706
7,006
0
19,512
Unit Prices
Coffee (based on average)
Specialty Drinks (based on average)
E-mail Memberships
Hourly Internet Fees
Baked Goods (based on average)
Other
Jan
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Feb
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Mar
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Apr
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
May
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Jun
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Jul
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Aug
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Sep
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Oct
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Nov
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Dec
$1.00
$2.00
$10.00
$2.50
$1.25
$0.00
Sales
Coffee (based on average)
Specialty Drinks (based on average)
E-mail Memberships
Hourly Internet Fees
Baked Goods (based on average)
Other
Total Sales
Jan
$800
$900
$6,000
$7,425
$3,375
$0
$18,500
Feb
$840
$945
$6,300
$7,796
$3,544
$0
$19,425
Mar
$882
$992
$6,615
$8,186
$3,721
$0
$20,396
Apr
$988
$1,111
$7,409
$9,168
$4,167
$0
$22,844
May
$1,106
$1,245
$8,298
$10,269
$4,668
$0
$25,585
Jun
$1,250
$1,406
$9,377
$11,604
$5,274
$0
$28,911
Jul
$1,413
$1,589
$10,596
$13,112
$5,960
$0
$32,670
Aug
$1,526
$1,716
$11,443
$14,161
$6,437
$0
$35,283
Sep
$1,648
$1,854
$12,359
$15,294
$6,952
$0
$38,106
Oct
$1,780
$2,002
$13,347
$16,517
$7,508
$0
$41,154
Nov
$1,922
$2,162
$14,415
$17,839
$8,108
$0
$44,447
Dec
$2,076
$2,335
$15,568
$19,266
$8,757
$0
$48,002
Jan
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Feb
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Mar
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Apr
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
May
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Jun
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Jul
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Aug
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Sep
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Oct
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Nov
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Dec
$0.25
$0.50
$2.50
$0.63
$0.31
$0.00
Jan
$200
$225
$1,500
$1,871
$837
$0
$4,633
Feb
$210
$236
$1,575
$1,965
$879
$0
$4,865
Mar
$221
$248
$1,654
$2,063
$923
$0
$5,108
Apr
$247
$278
$1,852
$2,310
$1,034
$0
$5,721
May
$277
$311
$2,074
$2,588
$1,158
$0
$6,407
Jun
$313
$352
$2,344
$2,924
$1,308
$0
$7,240
Jul
$353
$397
$2,649
$3,304
$1,478
$0
$8,182
Aug
$381
$429
$2,861
$3,569
$1,596
$0
$8,836
Sep
$412
$463
$3,090
$3,854
$1,724
$0
$9,543
Oct
$445
$501
$3,337
$4,162
$1,862
$0
$10,307
Nov
$481
$541
$3,604
$4,495
$2,011
$0
$11,131
Dec
$519
$584
$3,892
$4,855
$2,172
$0
$12,022
This sample plan produced in Marketing Plan Pro software. www.paloalto.com 1-800-229-7526
Page 1
Jan
$0
$500
$250
$500
$1,000
$1,750
$100
-----------$4,100
22.16%
$9,767
52.79%
Feb
$2,000
$500
$100
$500
$0
$1,750
$100
-----------$4,950
25.48%
$9,610
49.47%
Mar
$0
$500
$250
$1,000
$1,000
$2,500
$100
-----------$5,350
26.23%
$9,938
48.73%
Apr
$2,000
$500
$100
$500
$0
$2,500
$100
-----------$5,700
24.95%
$11,423
50.00%
May
$0
$500
$250
$1,000
$1,000
$2,500
$100
-----------$5,350
20.91%
$13,828
54.05%
Jun
$2,500
$500
$500
$500
$0
$2,500
$0
-----------$6,500
22.48%
$15,171
52.47%
This sample plan produced in Marketing Plan Pro software. www.paloalto.com 1-800-229-7526
Jul
$2,500
$500
$250
$1,000
$1,000
$2,500
$100
-----------$7,850
24.03%
$16,138
49.40%
Aug
$2,500
$500
$500
$500
$1,000
$2,500
$100
-----------$7,600
21.54%
$18,347
52.00%
Sep
$2,500
$500
$250
$1,000
$1,000
$2,500
$100
-----------$7,850
20.60%
$20,213
53.04%
Oct
$2,500
$750
$500
$1,500
$1,000
$2,500
$100
-----------$8,850
21.50%
$21,498
52.24%
Nov
$2,500
$1,000
$250
$1,500
$1,000
$2,500
$500
-----------$9,250
20.81%
$23,565
53.02%
Dec
$4,000
$500
$100
$2,500
$1,000
$2,500
$100
-----------$10,700
22.29%
$24,781
51.62%
Page 2
Jan
$18,500
$4,633
$0
-----------$4,633
$13,867
74.96%
Feb
$19,425
$4,865
$0
-----------$4,865
$14,560
74.96%
Mar
$20,396
$5,108
$0
-----------$5,108
$15,288
74.96%
Apr
$22,844
$5,721
$0
-----------$5,721
$17,123
74.96%
May
$25,585
$6,407
$0
-----------$6,407
$19,178
74.96%
Jun
$28,911
$7,240
$0
-----------$7,240
$21,671
74.96%
Jul
$32,670
$8,182
$500
-----------$8,682
$23,988
73.43%
Aug
$35,283
$8,836
$500
-----------$9,336
$25,947
73.54%
Sep
$38,106
$9,543
$500
-----------$10,043
$28,063
73.64%
Oct
$41,154
$10,307
$500
-----------$10,807
$30,348
73.74%
Nov
$44,447
$11,131
$500
-----------$11,631
$32,815
73.83%
Dec
$48,002
$12,022
$500
-----------$12,522
$35,481
73.91%
Jan
$0
$500
$250
$500
$1,000
$1,750
$100
-----------$4,100
22.16%
$9,767
52.79%
Feb
$2,000
$500
$100
$500
$0
$1,750
$100
-----------$4,950
25.48%
$9,610
49.47%
Mar
$0
$500
$250
$1,000
$1,000
$2,500
$100
-----------$5,350
26.23%
$9,938
48.73%
Apr
$2,000
$500
$100
$500
$0
$2,500
$100
-----------$5,700
24.95%
$11,423
50.00%
May
$0
$500
$250
$1,000
$1,000
$2,500
$100
-----------$5,350
20.91%
$13,828
54.05%
Jun
$2,500
$500
$500
$500
$0
$2,500
$0
-----------$6,500
22.48%
$15,171
52.47%
Jul
$2,500
$500
$250
$1,000
$1,000
$2,500
$100
-----------$7,850
24.03%
$16,138
49.40%
Aug
$2,500
$500
$500
$500
$1,000
$2,500
$100
-----------$7,600
21.54%
$18,347
52.00%
Sep
$2,500
$500
$250
$1,000
$1,000
$2,500
$100
-----------$7,850
20.60%
$20,213
53.04%
Oct
$2,500
$750
$500
$1,500
$1,000
$2,500
$100
-----------$8,850
21.50%
$21,498
52.24%
Nov
$2,500
$1,000
$250
$1,500
$1,000
$2,500
$500
-----------$9,250
20.81%
$23,565
53.02%
Dec
$4,000
$500
$100
$2,500
$1,000
$2,500
$100
-----------$10,700
22.29%
$24,781
51.62%
This sample plan produced in Marketing Plan Pro software. www.paloalto.com 1-800-229-7526
Page 3