Here are the INSTRUCTIONS for completing the
"One Page Marketing Plan"

CUSTOMER SEGMENT: In each column (1 - 5), briefly describe each of your primary customer segments. That is, what groups of customers do you service ? They can be divided by industry, by size, by geography, by demographics, or any other method that makes sense for your type of business.

CUSTOMER NEEDS: In each column, briefly describe the specific needs of each of the customer segments you’ve identified above. That is, what are the customer needs that are different and unique for each customer segment.

CENTERS OF INFLUENCE: For each customer segment, briefly identify the people, organizations, media, agencies, etc. that influence or affect buyer’s purchase decisions and perceptions regarding your products or services.

COMPETITORS’ STRENGTHS: Identify the key strengths of each of your primary competitors as they relate to meeting the specific customer needs of each of the customer segments listed above.

OUR STRENGTHS: Identify your company’s strengths in meeting the specific needs of each of the customer segments listed.

SALES GOAL: Establish a sales goal (quarterly, annually, 3 yr period, etc.) for each customer segment. This can be based on past sales experience, market potential, market growth, etc.

STRATEGIES: For each customer segment, list the strategies that you will use to reach the sales goal established above. Some strategies will apply to several or all of the customer segments, while some strategies may apply to only one customer segment.

COST OF STRATEGIES: For each strategy listed above, identify and list the estimated cost to implement each strategy. The costs may include personnel, travel, media, brochures, trade shows, promotions, ad production, mailing, printing, etc.

R.O.I. (Return on Investment): Now divide the "Sales Goal" by the "Total Cost" for each of the Strategiesl. This will provide a method for comparing the relative cost of achieving each Sales Goal for each customer segment. You will most likely discover that the cost of reaching your sales goal for one customer segment is much higher, or lower, than the cost of reaching your sales goal for another customer segment. This will help you to decide which customer segments are worth pursuing.

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