Business Plan Resource Support

Section V: The Marketing Plan

The Marketing Plan describes how your projected sales will actually be attained. How will you make sales actually happen? A great idea is meaningless if you cannot find customers. Thus, this section builds on The Market, where you defined your market and outlined your targeted segments and their buyer behavior. The marketing plan needs to provide detail on the overall marketing strategy that will exploit the opportunity and your competitive advantages. Include a discussion of sales and service policies, pricing, distribution, promotion and advertising strategies, and sales projections. The marketing plan needs to describe what is to be done, how it will be done, when it will be done, and who will do it (Nuts & Bolts of Great Business Plans).

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There are numerous books at the University of Florida Business Library to assist you with your own venture.

• Marketing Strategic Planning Books
• Case Studies on Marketing and Advertising

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In addition, searching the University of Florida Business Library databases using keywords “marketing and strategy” or “advertising campaigns” may give you some insight as you prepare this section. To narrow your results add your concept or product in an empty search box:

• Academic LexisNexis
• Business Source Premier
• Factiva