VI. Marketing Plan
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[Company name] will use several strategies to promote its name and develop its brand. By using an integrated marketing strategy, [company name] will win 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 small business IT Consulting services, where the Company’s interests are aligned with the customer
- Service built on long-term relationships
- Big-firm expertise in a small-firm environment
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 startups and small businesses. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.
[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 business incubators, small business development centers, small business accountants, lawyers working with startups and small businesses, and others in a position to work with small businesses and startups. This network will generate referral leads.
[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 IT Consulting firm that it is.
[Company name] will place print advertisements in key local publications, including newspapers, area magazines, and business newsletters. Additionally, the Company will print brochures and place them in specific locations frequented by target individuals, such as small business development centers and accountants.
[Company Name]’s pricing will resist reducing prices based on small business concerns about price, as small businesses on a whole are budget-conscious. Instead, prices will be justified through the value of the cost-savings, revenue generation, and future strategy that can be created. Over time, past client testimonials will help to maintain prices. Furthermore, taking on the practice of discounting relates the company to free small business resources, with which [Company Name] does not attempt to compete directly.
Prices will be based around a $100 per hour billing rate for [Founder’s Name] and a $50 per hour billing rate for the assistant/business analyst. Prices will generally be higher than the rates of ABC Small Business IT Consulting and lower than Strategic Advisors Inc. Sometimes, prices for a project will result in a higher or lower billing rate than these targets. Pricing for webinars will aim for a return on investment in excess of these billing rates, whether through direct revenue or through exposure to potential new clients.