VI. Marketing Plan
This Section's Contents
You can download the Construction business plan template (including a full, customizable financial model) to your computer here.
[Company name] will use several strategies to promote its name and develop its brand. By using an integrated marketing strategy, [Company Name] will win both one-time and ongoing clients and develop consistent revenue streams.
The [Company name] Brand
The [Company name] brand will focus on the Company’s unique value proposition:
- Client-focused home construction, renovation, and addition services, where the Company’s interests are aligned with the customer
- Service built on long-term relationships and personal attention
- Big-firm expertise in a small-firm environment
Promotions Strategy
Targeted Cold Calls
[Company name] will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting real estate developers and architects. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.
Referrals
[Company name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer other businesses by providing economic or financial incentives for every new client produced. This strategy will increase in effectiveness after the business has already been established.
Additionally, [company name] will aggressively network with useful sources such as home goods stores, real estate development companies,homeowners associations and architectural firms. This network will generate qualified referral leads.
Internet
[Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified home constructionfirm that it is.
Publications
[Company name] will advertise its services in key local publications, including newspapers and area magazines. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as home good stores and real estate offices.
Webinars
By offering webinars on topics of interest in the office or other locations, [Founder’s Name] will encourage residents in the community to become comfortable with the expertise and character of [Company Name]. These webinars will be offered free of charge as general promotion and for direct networking.
Pricing Strategy
[Company Name]’s pricing will be estimated on a project basis drawing on [Founder’s Name]’s deep expertise in home construction. Pricing will be moderate, less expensive than Wellbilt and luxury remodelers, but more expensive than lower-quality, efficiency driven contractors.
