As most small business marketing plan templates are primarily structured for small companies desiring loan approval, bootstrapped businesses have very few examples to choose from.  

If you’ve decided to forgo hefty business loans and bootstrap your start up business -- good for you!  Here you’ll find a simple marketing plan template for a home based business. 

Small Business Marketing Plan Template

Vision

Create a Mission Statement

Why does your start up business exist?  What problem do you solve?  Define the solutions you provide to your target market with your products or services.

Establish Your Identity

Who are you?  Create a brief statement which defines your corporate identity and why you are uniquely qualified to satisfy your customer’s needs.  Discuss your special skills, abilities, education, expertise and all relevant experience which qualifies you to lead this company.

Market Analysis

Validate Your Business Idea

A critical component to starting any business is thorough small business marketing research.  You need to be sure the business idea you have is viable. 

Benefits and Features

Why should your target choose your start up business over the competition?  What makes your offerings stand out from what other similar companies are selling?  Include a comparative analysis of the features and benefits of your top 3 competitors.

Define Your Target

Whom Do You Serve?  Define your ideal target by outlining a demographic profile.

Create a Positioning Statement

Where are you positioned in your market?  Know and communicate your competitive advantage.  What segment of the market do you intend to dominate and serve well.

Marketing Strategy

Outline Your Pricing Strategy

Why are you offering your service or goods at this particular price?  How does this price compare with your competitors?  What product or service features and benefits support your price point?

Define Your Method of Delivery

How will you get your products or services to your customers?  What distribution channels have you set in place?  What small business marketing partnerships have you developed to aid in your distribution strategy (i.e. distributors, wholesalers, retail outlets, eBay store).

Create a Customer Service Policy

Why should anyone want to do business with your start up company?  What is your customer service plan?  How do you intend to build a solid reputation for keeping customers happy and coming back for more?

Create a Promotional Strategy

How do you intend to gain customers?  Define your promotional strategy and the methods of advertising you will use.  Create a 12 month promotional calendar and a set a budget.  What is your plan for sustaining your start up business while you are waiting for  the sales to start rolling in?

Feel free to use this marketing plan template as a starting point for your start up business.  To view actual samples of industry-specific small business marketing plans, check out www.mplans.com.

Return to home page from small business marketing plan template