Table of Contents

1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary

Target Markets

Market Analysis

2.1.1 Market Demographics

2.1.2 Market Needs

2.1.3 Market Trends

Market Forecast

2.1.4 Market Growth

Target 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

Competitor by Growth and Share

Growth and Share Analysis

2.4 Service Offering

2.5 Keys to Success

2.6 Critical Issues

2.7 Macroenvironment

3.0 Marketing Strategy

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Marketing

3.5 Positioning

3.6 Strategy Pyramids

3.7 Marketing Mix

3.7.1 Services and Service Marketing

3.7.2 Pricing

3.7.3 Promotion

3.8 Marketing Research

4.0 Financials, Budgets, and Forecasts

4.1 Break-even Analysis

Break-even Analysis

Break-even Analysis

4.2 Sales Forecast

Sales Monthly

Sales Forecast

4.2.1 Sales by Manager

Sales Breakdown by Manager Monthly

Sales Breakdown by Manager

4.3 Expense Forecast

Monthly Expense Budget

Marketing Expense Budget

4.3.1 Expense by Manager

Expense Breakdown by Manager Monthly

Expense Breakdown by Manager

4.4 Linking Sales and Expenses to Strategy

Sales vs. Expenses Monthly

4.5 Contribution Margin

Contribution Margin Monthly

Contribution Margin

5.0 Controls

5.1 Implementation Milestones

Milestones

5.2 Marketing Organization

5.3 Contingency Planning

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