Part X--Summary
The first thing you should do when forming a marketing plan isdefine the structure in which it will be presented. The structureof the plan should allow the presentation of strategic informationin a logical and progressive manner. This structure should beprepared in a written outline detailing the progression of topicsand how they will appear in the marketing plan.
营销计划的结构通常会vary according tothe business, its product or service, and the objectives of themarketing plan. Generally, however, each marketing plan willinclude the following information:
Executive summary
Product description
Market analysis
Competitive analysis
Product development
Operations
Goals & objectives
Marketing tactics
Financial projections
Summary
Summary
The summary concludes your marketing plan; therefore, it shouldhighlight those points in your plan that are significant for thereader to know. This includes items such as the advantages yourproduct has over your competitors' products, cost structure,and profits. Strongly emphasize the differential advantage of yourproduct. This is something your product or service has that yourcompetitors' don't. It is the key to your marketingplan's success.
The summary doesn't have to be long. A few paragraphs shouldallow you to encapsulate all the major points within your marketingplan so they are readily available for the reader should theybypass the body of the plan and go straight to the summary.Don't skimp on this section of the marketing plan. Just becauseyou're at the end doesn't mean you should be lazy.
Your summary statement should start off with an explanation ofthe purpose behind the marketing plan. Since most are formed forthe purpose of raising capital, you should include the amount ofthe investment you will need in order to accomplish your goals.Next, provide the reasons why this investment is justified such asyour differential advantage and any other main elements that willcontribute to your success. To assure yourself that you haveincluded all the necessary information, you may want to write downall the major points you've discussed in the marketingplan.
You should also include an implementation schedule in thesummary providing an outline of all the major tasks and when theywill be executed. You can base your schedule on weekly, monthly, orquarterly periods. If your project is a lengthy one withprojections up to five years, we recommend basing your schedule onquarterly periods. If it ranges between a year and three years,implement a monthly schedule. If it is a year or less, you may wantto consider a weekly schedule.
Sample Summary
This marketing plan has presented the introduction ofBio-Diapers -- the first disposable diaper that is completelybiodegradable. Because it is such a unique concept within thedisposable-diaper industry, we strongly believe that an initialinvestment of $80.6 million dollars to cover start-up inventorycosts would provide Softie Baby Care Incorporated with theadditional strength needed to strongly enter the market.
Given this capital and the successful execution of thismarketing plan, a market share of 25 percent over a three-yearperiod is more than possible.
Business Notes
Associations
Association of Small Business Development Centers, 1050 17th St.NW, Suite 810, Washington, DC 20036; (202) 887-5599
Center for Entrepreneurial Management, Inc., 180 Varick Street,17th Floor, New York, NY 10014; (212) 633-0060
National Small Business United, 1155 15th Street NW, Suite 710,Washington, DC 20005; (202) 293-8830
Small Business Network, 10451 Mill Run Circle, Owings Mills, MD21117; (410) 581-1373
Small Business Service Bureau, 554 Main Street, P.O. Box 15014,Worcester, MA 01615-0014; (508) 756-3513
