Machine Shop Business Plan Template [Updated 2024]

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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 [Company Name] Brand

[Company Name] seeks to position itself as a high-quality, durable machine shop business. Clients can expect to receive the best machining services from skilled contractors and professionals in [Location] using the highest quality materials.

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

  • Client-focused machining services, where the company’s interests are aligned with the customer.
  • Service is built on long-term relationships and personal attention.
  • Professional industrial experience in a small business setting.

Promotions Strategy

[Company Name] expects its target market to be individuals and businesses within a 20-mile radius of its location. [Company Name]’s promotion strategy to reach these potential customers includes:

Targeted Cold Calls
[Company Name] will initially invest significant time and energy into contacting potential clients via telephone and email. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting local businesses primarily in the construction and automotive industries. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base. However, what may make the process easier is [Founder’s Name]’s ongoing relationships with leaders in both industries.

[Company Name] understands that the best promotion comes from satisfied customers. The company will encourage its clients to refer other individuals and businesses by providing discounts on future services for every new client produced. This strategy will increase in effectiveness after the business has already been established.

Broadcast & Streaming Media Advertising
[Company Name] will invest in professionally produced commercials to run on broadcast networks, radio stations, streaming platforms, and podcasts.

[Company Name] will invest in developing a professional website that displays all of the services offered by the company. It will also invest in SEO so that the company’s website will appear at the top of search engine results.

Social Media
[Company Name] will create the company’s social media accounts and invest in ads on all social media platforms. It will use targeted marketing to appeal to the target demographic.

[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.

Direct Mail
[Company Name] will blanket neighborhoods in the area with direct mail pieces. These pieces will provide general information on [Company Name], its services, and promotional discounts.

Pricing Strategy

[Company Name]’s pricing will be estimated on a project-by-project basis, drawing on [Founder’s Name]’s deep expertise in machining. The pricing will be determined by the materials needed and the amount of labor required to finish the job. Pricing will be moderate and less expensive than our competitors, but more expensive than lower-quality, efficiency-driven machine shops.

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