Social Enterprise 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.
[Company Name] seeks to position itself as a high-quality thrift store that provides numerous benefits to the community. We pride ourselves in our mission and our connection with local residents.

The [Company Name] Brand

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

  • Funding courses and programs that will address the skill gap and unemployment issues in [location]
  • Offering a welcoming environment where residents can find high-quality second hand items
  • Offering a central location in the downtown area
  • Providing excellent customer service

Promotions Strategy

[Company Name] expects its target market to be residents living within a 10-mile radius of its location. [Company Name]’s promotion strategy to reach these potential customers includes:

Website/SEO
[Company Name] will develop a professional website that displays photos of our store and a schedule of upcoming classes and programs. The company 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 utilize various social media platforms to engage with local residents and spread awareness of our mission. The company will use targeted marketing to appeal to our target demographics.

Community Events/Organizations
The company will promote itself by distributing marketing materials and participating in local community events, such as fairs, festivals, and sporting events.

Direct Mail
[Company Name] will blanket neighborhoods with direct mail pieces. These pieces will provide general information on [Company Name], and discuss course and program offerings and common inventory in the store.

Pre-Opening Events
Before opening the store, [Company Name] will organize pre-opening events designed for prospective local customers and press contacts. These events will create buzz and awareness for [Company Name] in the area.

Public Relations
We will contact all local and regional area newspapers and television stations to tell them about the store opening and the mission of [Company Name].

Pricing Strategy

Since all of our items will be received for free and will be second hand, we will price everything significantly lower than their retail value, but high enough to ensure the company makes a profit.

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