VI. Marketing Plan
You can download our 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 customers and develop consistent revenue streams.
The [Company Name] Brand
The [Company name] brand will focus on the Company’s unique value proposition:
- A variety of high-quality, fresh mushrooms
- Service built on long-term relationships
Targeted Cold Calls
[Company Name] will initially invest significant time and energy into contacting potential customers via telephone and then by visiting their facilities. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used; targeting distributors and manufacturers with an expressed interest in fresh mushrooms. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial customer base.
By attending regional farming conferences, association meetings, and symposia, [Company Name] will network with industry leaders, and seek referrals to potential customers. [Founder’s Name] will often attend with the company sales manager, but both may attend separately in the future as they gain experience in this networking.
[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, high quality mushroom cultivator that it is.
[Company Name]’s pricing will be competitive compared with Potter Farm. Pricing will be about 50% lower than retail prices to allow for wholesalers and retailers to earn their margins.