A good marketing plan helps you identify your customers and competitors and develop a strategy to make your business stand out. The business.gov.au Marketing Plan template steps you through the process of creating a solid, well-structured plan tailored to your business.
New! Create your marketing plan on your tablet by downloading our free MarketMyBiz tablet app. Visit www.business.gov.au/apps now!
Copies of the latest version of this template and guide can be downloaded from www.business.gov.au/plans.
If you need further information, assistance or referral about a business issue, please contact business.gov.au on 13 28 46.
i.Do your research. You will need to make quite a few decisions about your business including structure, marketing strategies and finances before you can complete the template. By having the right information to hand you also can be more accurate in your forecasts and analysis.
ii.Determine who the plan is for. Does it have more than one purpose? Will it be used internally or will third parties be involved? Deciding the purpose of the plan can help you target your answers. If third parties are involved, find out what are they interested in.
iii.Do not attempt to fill in the template from start to finish. First decide which sections are relevant for your business and set aside the sections that don’t apply. You can always go back to the other sections later.
iv.Use the [italicised text]. The italicised text is there to help guide you by providing some more detailed questions you may like to answer when preparing your response. Please note: If a question does not apply to your circumstances it can be ignored.
v.Use the marketing plan guide. The marketing plan guide below contains general advice on marketing planning and a complete overview with details on each question asked in the marketing plan template.
vi.Get some help. If you aren’t confident in completing the plan yourself, you can enlist the help of a professional (i.e. Business Enterprise Centre, business adviser or accountant) to look through your plan and provide you with advice.
vii.Write your summary last. Use as few words as possible. You want to get to the point but not overlook important facts. This is your opportunity to sell yourself. But don’t overdo it. You want third parties to quickly read your plan, find it realistic and be motivated by what they read.
viii.Review. Review. Review. Your marketing plan is there to make a good impression. Errors will only detract from your professional image. So ask a number of impartial people to proofread your final plan.
ix.Print. Before you print a copy of your completed marketing plan, ensure you delete the first section containing the guide as well as the [italicised text]. To print a copy, select the Printer icon on the toolbar, or select File then Print on the main menu.
A marketing plan assists you to integrate your total marketing effort. It ensures a systematic approach to developing products and services to meet and satisfy your customers’ needs.
When you're writing a marketing plan you need to be clear about your objectives and how you'll achieve them. A good marketing plan sets clear, realistic and measurable objectives, includes deadlines, provides a budget and allocates responsibilities. A plan can consist of these elements:
Marketing planning is an ongoing business activity. As your business changes many of the strategies in your plan will need to evolve to ensure your business is still heading in the right direction. Having your plan up to date can keep you focussed on where you are heading and ensure you are ready when you need it again.
Advice & support
There are a number of government services available to help you plan, start or grow your business. These services can provide general advice, workshops, seminars and networking events, and can even match you with a mentor or business coach.
Small business workshops and seminars are run regularly in most areas of Australia, and deal with issues such as planning, marketing, innovation, employing staff and exporting.
You may also find it useful to attend networking events to help expand your business. By developing networks, you can keep up to date on industry and local information, promote your business through new contacts and learn key skills from other businesses.
Taking on a mentor or business coach
Participating in mentoring or coaching programs can help you develop a greater understanding of business processes and practices, and equip you with the skills you need to grow and improve your business.
What to do...
Contact your nearest Business Enterprise Centre (BEC) for assistance with your planning process.
Check if your local BEC or state business agency hosts a marketing workshop near you.
Search for networking, mentoring or training events and seminars on the business.gov.au Event Finder.
Contact a business adviser, accountant or solicitor for advice.