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Ecommerce Business Plan Template [2020 Updated]

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VI.Marketing Plan


You can download our Business Plan Template (including a full, customizable financial model) to your computer here.

The Marketing Plan describes the type of brand [Company Name] seeks to create and the Company’s planned promotions and pricing strategies.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

  • Offering a wide variety of eco-friendly baby and feminine items
  • Making the online shopping experience easy, enjoyable and informative
  • Providing excellent customer service, with dedicated customer service representatives

Promotions Strategy

The Company’s promotions strategy to reach the target market of e-commerce customers includes:

Public Relations

We will contact family and baby magazines, family and life sections of newspapers, and television stations and send them a press release describing the opening and unique value proposition of [Company Name].

Search Engine Optimization

The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. The original website designer will use knowledge of search engine optimization to orient the website’s content towards this end and begin a program of link exchange to move up the search engine rankings (particularly Google). Ongoing search engine optimization of this type will be executed by an experienced SEO firm contracted on a monthly basis.

Pay-Per Click Advertising

Additionally, [Company Name] will use highly-focused, specific keywords to draw traffic to its website through text pay-per click advertising on Google Adwords and banner ads on other appropriate websites (brokered by Google or another ad placement company). Advertisements will be targeted at potential clients who will find our content-rich site to be a valid resource and applicable to their interests, rather than an interruption or distraction.

Email Marketing

[Company Name] will publish a monthly email newsletter to tell customers about trends in motherhood, baby products and child care. Email addresses will be gathered from users who opt-in when using the website and the email newsletters will support the brand of the site as an expert in baby care. In addition, emails presenting exciting new offers or products may be sent as often as once a week to customers who have opted-in to keep them informed of the latest information on the website.

Affiliate Website Partnerships

[Company Name]’s affiliate web program will allow other businesses and websites to earn commissions on products sold on the [Company Name] website by referring their site visitors to our website through links to the homepage or to specific products.

Print Advertising

[Company Name] will initially advertise in family magazines and mom-focused websites and blogs in order to gain awareness.

Pricing Strategy

[Company Name] pricing will be appropriate for the digital medium. That is, they will be priced lower than other big box retailers. The store will carry products offered at a range of prices to allow even those with modest budgets to have options.

Ecommerce Business Plan Template [2020 Updated]
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