The general format of a business plan:
1, cover
1, the name of the business plan
2, the name of the planner requires specific and clear
3, the completion of the business plan
2, the body of the text
1, the goal of the plan
2, the contents of the plan The main content of this business plan
3. Budget and schedule
3. Detailed content
1. Planning site
2. Predicted effect
4. Annexes
1. References
2. Other notes
Example:
XXX Marketing and Advertising Plan
Name. XXX Marketing and Advertising Plan
Planning Unit: XXXXXXX
Planner: XXX
Writer: XXX
Date of Completion: October 1993
Preface
With the development of the economy and the concept of updating, the people's living standards have been gradually improved, and the demand for health care products has also been increasing. increasing, with a large market potential.
Oral liquid market by the "XXX" development and impact, these years has ignited the fire of market growth, according to the newspaper, China has more than four hundred manufacturers of oral liquid production, the output value of billions of dollars.
The stronger ones occupying the Guangdong market are "XXX", "XXX", "XXX", and "XXX", and the rising stars "XXX XXX", "XXX", "XXX", "XXX", "XXX" and so on also entered the market with a strong offense. It can be seen that the demand for XXX is great. And the efficacy of XXX is more popular with the public.
1, the proposed key points
1.1.1, in view of the XXX has anti-aging beauty and prolong the life of the characteristics and "XXX", "XXX" occupied the children's market situation, XXX should first face the adults, especially the elderly market, adults, the elderly for the market. The elderly market, adults, the elderly as the focus of the sales target.
1.2, held a product publicity meeting, holiday gift activities, through television, newspaper advertisements, the rapid establishment of points of sale, make sure that "XXX" products are a household name, the purchase of convenience.
1.3. In order to ensure that the product will not be imitated, please register the "XXX" packaging graphics to the industrial and commercial departments or apply for a design patent to the Liuzhou Patent Office as soon as possible.
2, market analysis and research
2. 1, according to statistics, Guangdong Province, the elderly over 60 years of age has more than 6 million, accounting for 10 ℅ of the total population, of which there are 600,000 in the central city of Guangzhou, the neighboring Foshan City 300,000. The elderly is a rapidly expanding consumer group. "Elderly people should be healthy life", its market prospects are broad.
2.2.2, Guangdong is a highly competitive region, whether business, official are very busy, coupled with environmental pollution, making adults susceptible to fatigue, easy to develop, part of the middle-aged people have premature aging. The "middle-aged to be healthy" is expected to win the market of middle-aged people.
3, marketing
XXX is now a new product on the market, due to the scientific and rational composition, the efficacy of the exact, although the time is not long, but the potential of the market and the social demand for good. In order to introduce the product promotion to the majority of consumers in a short period of time, expand the Guangdong market, so that the community understands XXX, to choose the focus of the gradual expansion of the hierarchy, the marketing approach from the following aspects to consider.
3.1, to the Elderly Commission presented XXX, in the annual Elderly Day, the Guangdong Provincial Committee on Aging will be held in Guangzhou to celebrate the Fifth Elderly Day General Assembly. Seize this opportunity, to the Elderly Commission presented 20 boxes of XXX, through the respect for the elderly table love activities initially set up a corporate image and "XXX" brand image, so that every day in the focus of sales in the formation of a perceptual understanding of the crowd. Specific practices are as follows:
3.1.1, 20 boxes of XXX to the Guangdong Provincial Committee on Aging to send to the celebration of the Fifth Elderly Day of the old Red Army, the old heroes, the old model and the old cadres.
3.1.2, invited the leadership of the factory to participate in the celebration, the factory issued publicity materials.
3.1.3, the General Assembly is invited to unify the production of the factory name publicity slogans.
3.1.4, the factory leaders are invited to participate in the General Assembly held a lottery ceremony, sub-grant XXX prizes.
3.2.2, held a promotion meeting in Guangzhou. Guangzhou is the main sales area for the product, coupled with the region's high level of consumption, but the health care sales market competition is fierce. So preferred Guangzhou as a breakthrough point.
3.2.1, the promotion will include factory leaders to introduce the enterprise, the factory invited experts to introduce the formula, pharmacology and clinical situation, distribution units to sign a contract. It is intended to invite relevant personnel from commercial and medical units as well as large department stores to attend.
3.2.2, scale and time: the scale of the proposed 250-300 people, initially scheduled for early December.
4, marketing points and favorable points
4.1, unfavorable points
4.1.1, "XXX" and other competitors, such as the long history of the main products, the market is large, financial resources, advertising enough to the scene.
4.1.2, the enterprise is not well known in Guangdong.
4.2, favorable points
4.2.1, XXX contains human placenta healthy tissue fluid, has characteristics.
4.2.2, better taste.
4.2.3, in Guangxi area sales favorable.
4.2.4, won the international gold medal in Beijing.
5, advertising suggestions
5.1, set the strategy
5.1.1, in order to create a high rate of attention to the advertisement, the use of suspense, the use of human curiosity and attract attention to the product.
5.1.2 Highlighting the blessings and affection of the company to the society and people, to move people with emotions.
5.1.3, emphasizing the unique personality of the product.
5.1.4, in order to retreat, try to avoid overstatement of the advertisement.
6, advertising design, production, release
6.1, newspaper
6.1.1 proposed in the "Yangcheng Evening News", "Guangzhou Daily" two newspapers as a series of ads published seven times, specific practices: even published three days, and then published once a week, counting four times a month (**** seven times).
6.2, magazine advertising
6.2.1, to be sponsored by the Guangdong Provincial Committee on Aging in the magazine "Lingnan Pine" on the ads once (a page).
6.3.3 Television advertisements
6.3.1 The advertisement will be broadcasted on Guangdong TV Lingnan Station and Guangzhou Station at the first level (P1/18:31-22:45) once a night for one month (30 times).
7, the cost of expenditure budget
7.1, the gift of the Committee on aging respect for the elderly activities: total expenditure: 23,000 yuan of which: in kind: 20 boxes × 14.00 = 17,000 yuan of media, publicity, labor, and activity costs, etc.: 5,000 yuan
7.2, advertising and publicity costs:
7.2.1, advertising and publicity planning costs (including series of creative design, as well as the original manuscript). Including the series of creative design, as well as the main draft) 20,000 yuan.
7.2.2, media costs according to specific media rates
7.3, the promotion of the meeting costs: the two sides in accordance with the determination of the scale and requirements.
7.4, corporate image design: including logo (trademark), product packaging, etc. 30,000 yuan (this cost is not included in the proposal budget).
Expanded Information:
Following each step in the planning process to complete the proposal is not only a discipline, but also a good way to develop a logical thinking program. A well-prepared business plan can help a company greatly improve its ability to consistently meet its various operational goals, which is in the best interest of the company's owners (business owners and shareholders), employees, and investors.
The business plan can take many forms, but essentially, it is a document that describes a company's long-term goals/objectives, milestones/sub-objectives, business strategies, and tactics. The purpose of a business plan is to explain where the company is going, how it is going to get there, and what it will look like when it gets there.