                       Marketing Plan


[]   For a more detailed overview of Marketing Plan, refer
     to page 8-1 in the BizPlanBuilder Reference Guide.

[]   Strategy: The science of planning and directing large-
     scale operations, specifically of maneuvering forces
     into the most advantageous position prior to taking
     action.

[]   Carefully designing this portion of your business plan
     will enable you to respond appropriately to business
     conditions and opportunities.

[Company]'s marketing strategy is to enhance, promote and
support the fact that our products [list your unique
features, benefits, established market position/presence].

The overall marketing plan for our product is based on the
following fundamentals:

[]   Type of business you want to be in.

[]   Segment of the market[s] you plan to reach.

[]   Distribution channel to be used to reach market
     segment: retail, jobbers, wholesalers, brokers, door to
     door, mail order, party plan, etc.

[]   Share of the market we expect to capture versus time.

To prove the value of [product] we can [x].

[]   Show each application.

[]   Demonstrate effects.

[]   Add credibility with scientific reports and studies.

The lack of [product features/benefits] in every day
[specific business/professional/manufacturing/shipping/
living/household situations] is demonstrated by [x].

[]   Based on studies of [x].

[]   Most of the country [and world] are [describe their
     situations/circumstances].

[]   Describe why: [they have problems, continue without
     your products].

Sales Strategy

[x] should be treated as a [long-term/short-term] product.

[]   If more than one, indicate for each long or short-term.

[]   Important! How long before product pays for itself?

As such, the target market segments to focus on are
[specific customers]. Because of [product]'s special market
characteristics, [seasonal/geographic/etc., as mentioned in
your Market Analysis] our sales strategy
[includes/incorporates]:

[]   Briefly discuss how your sales strategy will address
     specific market/environmental conditions].

Positioning

[]   How customers perceive your company and product,
     relative to competition.

[]   Product/Business/Industry leadership.

[]   Recommended reading: Positioning by Al Ries and Jack
     Trout.

[]   A User Focus Group may provide product information
     needed to position your product.

Our [product, or similar/competition's product] is seen by
the consumer as [customer's perception of your product].

Its unique advantages [technical, quality, performance] can
be exploited to arrive at a winning position in the
consumer's mind.

In terms of market segmentation advantages, we can use
[upscale consumers, ethnic appeal, etc.] to arrive at a
winning position here.

Repositioning our [product] as [example: from a cost to an
investment, vacation becomes an "escape from civilization,"
etc.].

To be effective, [other products, services, people] depend
on the presence of our [product].

We can reposition our competitors by [x].

[]   What can be said/shown about a competitor's product
     that will change your customers' minds (about the
     competitor's product--not yours)?

The resulting Selling Basis for our product, then, is [x].

[]   This is your fundamental strategy for all of the
     advertising you do.

[]   Test the Unique Selling Basis to make sure that it is:
     Meaningful
     Believable
     Motivating
     Memorable
     Simple
     Logical
     Unique

Pricing

[]   How do we set prices? Is there a policy?

[]   Is our pricing competitive?

[]   Is there perceived value (it costs more therefore it
     must be better) inherent in higher prices?

[]   Are prices based on costs--standard markup?

[]   Why are they higher or lower than competing prices?

[]   How elastic (the effect of pricing on demand for
     product) is the market for these products? How does
     consumer preferences affect elasticity?

[]   See also Break-Even Analysis under Financial
     Projections in Chapter 9 of the BizPlanBuilder
     Reference Guide.

The prices for our products are determined first and
foremost by [competition, costs, suppliers, manufacturers,
package deals].

It is important to know that [sliding scales, volume,
regulated, competitive, perceived value], pricing is
essential to our market profile.

Compared to the competition, our prices are [x].

[]   List examples of competitive pricing.

[]   Put copies of price comparisons and reports in the
     Supporting Documents.

Different seasonal aspects of our market affect our pricing
because [example: selling seasons].

We feel that our customers will pay $[x] because [purchasing
rationale]

Margin Structure

Retail

[]   Ask friends/customers in retail management about
     quantities they are likely to buy. What discounts would
     entice them to order more?

Distributor

[]   Ask regarding quantities their customers are likely to
     order and their Gross Profit Margins/Percentages.

Manufacturer's Representative

[]   What percentage commissions do they make? Usually
     between 5 and 20%.

Direct Sales

[]   Determine cost of each sale--time and expense involved,
     package deals.

Discounts

We can take advantage of volume purchases by [x].

[]   Volume discount is applicable if scheduled order is
     placed (For example; 1,200 units ordered for a year=100
     units per month.)

[]   Are there discounts for paying cash or within [x] days?

Cooperative advertising--manufacturer pays 2-10% of
purchases toward your advertising of their product.

We plan to review our pricing and product/service margin
every [x] [months].

[]   Should a new pricing policy be investigated? Are
     potential profits being lost?

Current Selling Methods

[]   Activities used in selling your product or service

[]   Methods to promote product or service: direct calling,
     telephone, advertising, mail, radio, television, or
     other

[]   Sample brochure or dummy, advertisements,
     announcements, or other promotional literature should
     be placed in the Supporting Documents.

[]   Margins of safety allowed in sales forecasts.

[]   Recommended Reading: How to Master the Art of Selling,
     by Tom Hopkins, International Market Press.

[]   See Advertising and Promotion, Selling Tactics, and
     Distribution sections for detailed action plans.

Marketing Responsibilities

[]   Define who will be make these decisions:
     New business development
     Dealer support and OEM support
     Sales-producing tools
     Corporate graphics standard
     Brand-name recognition
     Direct response promotion
     Telemarketing--scripts/training
     Product position and identification

Next Steps

Based on the strategic plan, decisions that must be made now
include [x].

The information needed to make those decisions is [x].

[]   Data, research results, etc.

Key decisions to be made in the near term [next six months]
are [x].

[]   Include decisions to be made after six months, but
     before the next fiscal budgeting process.

The information needed to make both of these decisions with
confidence includes [x].

[]   Primary research projects (topic, time frame, budget).

[]   Secondary research studies (topic, vendor, time frame,
     cost).

The most sensible research recommendations are to [x].

[]   List questions you need immediate answers to.

[]   Use data collected from a focus group.

[]   Before proceeding further, review the marketing
     strategy statements you have made so far against the
     following tests:

[]   Are the strategies consistent with your evaluation of
     the marketplace and your capabilities?

[]   Is the return on marketing investment sufficient to
     justify the risks? What are the chances of a competitor
     executing a similar strategy? In that case, what would
     happen?

[]   Are the strategies consistent with the political
     environment within the company?

[]   Have you made sure your strategies are based on facts,
     and not assumptions?

[]   Does the overall strategy leave you critically
     vulnerable to a shift in market behavior? Are all your
     eggs in one basket?

[]   Is your appraisal of the competition open-minded and
     honest?

[]   Is your strategy legal?

[]   Is the success of your strategy based on your ability?
     What are the chances of failure?

[]   Have you thoroughly examined alternative strategies? Do
     you have a sound, logical rationale for your
     recommendations?

Distribution Channels

[Company]'s marketing department plans to sell our [product]
through several channels.

The determining factors in choosing these channels are [x].

[]   Customer profile

[]   Geography

[]   Seasonal variations

[]   Efficient use of funds

[]   Feasibility of using channels of similar products
     already on the market

Key competition uses the same [x] distribution channels. Our
mix of distribution channels will give us the advantages of
[list advantages] over our competition.

A partial list of [Company]'s major current customer
include:

[]   List the top 5 to 10 customers.

Our distribution channels include:

Executive Sales

[]   This type of selling is usually most appropriate for
     very expensive products or services [executive jets,
     yachts and large estates come to mind] where it is
     important to deal principal to principal when
     negotiating the sale.

Because our customers tend to be top corporate managers, it
is important that our company president and senior managers
present our product to our customers.

Direct Sales

The majority of [Company] sales will be handled internally
through direct sales by our staff.

[Company] anticipates hiring [x] additional sales
representatives to [cover additional territories, retailers,
distributors, markets, sell specific products].

[]   Include Organizational chart in Supporting Documents.

We have chosen to use a direct sales force because our
products require considerable customer education and post-
sales support--directly from the company. Our price point,
pricing structure and profits are such that our costs of
sales warrants "person-to-person" selling strategy.

Manufacturer Representatives

Because manufacturers' representatives carry several product
lines that are compatible with ours, we feel that it would
be appropriate to select manufacturers representatives
carrying [x], and ...[complementary and compatible products-
-automotive products to parts stores, marine supplies to
boat dealerships, etc.].

Also, manufacturers selling [dissimilar products yet
appropriate to their customers' customer--publishers selling
computer software to bookstores...]

[]   Contact customers and retailers and ask them whom they
     would recommend to represent your product. (Firms and
     people they respect and use.)

[]   See also Advertising and Promotion, Direct Mail to
     locate appropriate reps for your firm.

Distributors

One of the key elements designed into the [Company]
marketing plan is the targeting of our distributors. We will
select distribution channels already in existence and
staffed with professionals possessing appropriate
backgrounds and clientele.

[Company] products are very pertinent to the nature of
distributor's business and to the well-being of their
customer base. Also, it is significantly less difficult for
us to reach these people and educate about the benefits
available in using [product].

This strategic marketing approach takes full advantage of
the fact that these professionals are already involved with
parallel products and services. They already have a track
record of experience.

By operating within these distribution channels in this
manner, we can maintain control of our market. In addition,
we can generate growth at a reasonable pace and obtain
excellent sales results.

[]   Distributors must mark up your prices 15-30% to their
     retailers. Your sales revenue will have to be reduced
     in order to allow distributors their profit margin.

[]   Consider using advertising and direct mail to locate
     appropriate distributors.

Retailers

[]   What Dealers Want From Manufacturers:
     Price Point--attractive and reasonable
     Profit Margin--worthy of sales emphasis
     Technical Support--accurate and immediate response
     Quality--design, construction and packaging
     Advertising and Public Relations--customer awareness
     and demand
     Effective Sales Materials--ease and expedite sales
     process
     Competitive Advantages--features and benefits
     Stocking and Delivery--available when needed
     Market Stability--maintain profit margins and market
     position

Possible Retail and Wholesale Outlets include:

[]   The SIC Code (Standard Industrial Code) referenced in
     the table below is available at your library.

Store type                         Total          SIC Code

Department Stores                  23,275         5311

Garden Supply Stores               16,496         5261B

Hardware Stores                    40,140         5251

Giftware Wholesalers               3,524          5199G

Electrical Equipment Wholesaler    41,313         5063

Total                              124,748

[]   Collect mailing list catalogs--look at all the possible
     outlets for your product or service.

[]   Look in your Telephone Directory's Classified
     Advertising under Mailing Lists.

[]   Complete the chart above--the list may prove to be a
     valuable resource for resellers.

[]   List any national or regional chains or independent
     stores that currently carry could carry your product.

OEMs

With Original Equipment Manufacturers (OEMs) we can
incorporate our [product] into their product line by
[explain how your product can be included within theirs--
they sell your outboards with their boats, your windshield
wipers with their cars].

For manufacturers of [their biggest system/product] we can
sell [product] as part of their [x].

We can also provide a private-label line as an additional
product for [x] distributors.

[]   See Joint Marketing Agreements in the Company Overview
     section, to include in your Marketing Plan.

Direct Response Mail

We will be exploring the benefits of incremental,
coordinated direct mail programs in the [example: last two
quarters of 19[xx]. We anticipate a strong profit potential
as we strengthen our direct response capabilities. We will
be approaching this scientifically, as we improve our
customer targeting ability. We propose [example: two 50,000
piece campaigns, each preceded by a 5,000 piece test].

All direct mail activities this year will be directed to our
existing customer base. In addition, we will [example: test
external lists].

Telemarketing

[]   Look in your telephone directory under Direct Mail for
     mailing houses. Some also handle inquiries, and others
     provide an 800 number.

We will use an [in-house/contract] telemarketing service to
perform the following functions.

     Provide outside sales support

[]   Literature mailing

[]   Follow-up calls

[]   Order entry

     Respond to inquiries

[]   Order entry

[]   Literature mailing

[]   800# Order/Support Hotline

[]   Marketing research

     Generate New Business

[]   Contact distributors, retailers, customers.

[]   Schedule appointments.

[]   Write a comprehensive telephone script that everyone
     can use when responding to inquiries.

[]   Carefully address each issue [questions, objections,
     etc.]

[]   Write out your responses as you would say to them.

[]   Practice with a tape recorder, or call your own
     answering machine --keep adjusting it until you would.

[]   Distribution opportunities.

[]   If available, include a chart of CDI/BDI (Category
     Development Indices/Brand Development Index)
     performance.

[]   What is our ACV (All Commodity Volume) distribution?
     The competition's?

International Market

[]   It is important to consider your worldwide
     opportunities from the start.

[]   List target countries in order of priority
     Rationale
     Language
     Usage of product

[]   See Advertising and Promotion, Selling Tactics, and
     Distribution sections for detailed plans of action.

Method

The primary means of distribution will be [x].

[]   How your products are (can be) distributed.

[]   Make a chart to show how they get to the end-user
     consumer.

Additional channels planned are [x]. An important advantage
to these alternate channels is flexibility.

By using more than one method, [Company] will have more
control and also more to respond to special needs and
circumstances.

Other features of our secondary channels are low cost, quick
start-up, increased capacity.

Coverage

Regional target areas are [where you will begin sales].

Reports indicate that these areas generate the highest level
of consumer interest.

Because our distribution network is [already set up or in
use, easy to implement, cost-efficient, etc.] we can enjoy
[national/international] delivery immediately.

This, in turn, will reduce shipping time and increase
customer satisfaction.

To date, [many of, [x] of, none of] our competitors are able
to achieve this.

Product Roll-out Program

We have selected from [x] key market areas.

[]   Areas based on proximity--easy to sell into, contact,
     deliver to, have customers come to.

Manufacturers' Representatives we have chosen are:

Name                Territory           Type

[ABC Sales]         [Western U.S.A.]    [Marine Supplies]

Distributors we have chosen are:

Name                Customer Base       Type

[DEF Distribution]  [4,500]             [Sailboat Dealers]

Retailers we have chosen are:

Name                Number of Outlets   Type

[GHI Stores]        [31, So. Calif.]    [Sailboat Dealer]

There are [x] number of dealers in each region.

[]   See Advertising and Promotion section under Direct Mail
     for ideas on locating dealers, wholesalers.

[]   List regions in order of roll-out sequence.

[]   List key distributors, retailers, etc. in each as top
     priority.

Trade Incentives

[]   Allowances, Co-op Accruals, Warehouse Flushing
     Promotions, etc.

Customer Service

Our customers emphasize that service and support is one of
their major concerns. They are constantly impressed with the
support we provide. Hot-line service is currently available
to all customers enrolled in a maintenance/support program.

We intend to provide free pickup and delivery for customers
in the [x] areas by using [our own trucks/couriers]. The
purpose for this service is to assure customer satisfaction
and loyalty allowing us to increase sales as well as
maintaining a high profile within our service area.

Another service to add value is to provide warehousing of
customer inventory. This allows us to book larger orders and
provide faster order response.

Support to manufacturers' representatives will allow them to
perform efficiently as a sales force. We intend to treat the
manufacturers' representatives as an extension of the
[Company] direct sales force, and they will be given the
same support as the [Company] internal sales staff.

Technical backup to OEM support groups is currently
supplemented by [Company]. The OEM staffs respond to the
needs of their customers, and when they encounter a support
issue that requires more information, they may direct their
customer to [Company] or they may contact [Company] to
obtain the necessary information.

Technical support to marketing and sales functions will be
strengthened. Pre- and post-sales situations involving the
application, presentation, and demonstration of [products]
will be supported by [staff].

Returns and Adjustments Policy

At this time, general trade customs for handling returns are
[describe how returns are generally handled]. We will use
the following policies:

"If for some reason [x] is not right for your business you
may return it for a full refund within 30 days of receipt of
product. You must call [enter phone number] for a Return
Authorization number [RA#]. Refunds are made only on the
price of the package plus applicable taxes and do NOT
include shipping costs."

"Credit card refunds are credited to your account and
cash/check payments are refunded within 30 days of receipt
of returned merchandise in good condition with RA#."

We intend to [follow/depart from] industry custom by
implementing a returns and adjustments policy whereby
[explain your plan and how it will work]. Our reasons for
[following/departing from] customary procedures are [give
reasons--advantages, benefits for you and your customers].

Advertising and Promotion

[]   Tools and methods to increase our customers' awareness
     of our product(s).

[]   Your purpose: Enhance, promote, and support the fact
     that your products perform better

[]   Remember: Advertising and promotion is an investment,
     not a cost.

[]   Recommended reading: Ogilvy On Advertising, by David
     Ogilvy.

[Company] recognizes the key to success at this time
requires extensive promotion. This must be done aggressively
on a wide scale. To accomplish our sales goals, we require
an extremely capable advertising agency and public relations
firm. [Company] [plans to advertise/advertise in major trade
magazines] such as [x]. Upon funding, an agency shall be
selected and, with their assistance, a comprehensive
advertising and promotion plan will be drafted. Advertising
will be done independently and cooperatively with
Distributors, OEM's, retailers and companies with whom
[Company] has joint marketing/sales relationships.

Objectives

Position [Company] as the leading [maker, servicer] in the
market.

Increase company awareness and brand name recognition among
business managers and [x] retailers, buyers, customers.

Generate qualified sales leads and potential new
distributors for field sales organization.

Develop, through market research, significant information to
create immediate and long-term marketing plans.

Create product advertising programs supporting the [better
taste, lower fat, more fun] position.

Coordinate sales literature, demonstration materials,
telemarketing programs, and direct response promotions in
order to [x].

[]   Describe how your advertising/promotion objectives fit
     together to maximize the impact of your overall
     promotional campaign.

Media Objectives

Gain awareness of company among industry groups, engineers,
buyers, and customers and owners.

Establish an image of [Company] as a organization that is
professional, completely reliable, and highly positioned in
the market.

Maximize efficiency in selection and scheduling of published
ads in publications to cover [x] and [x] markets.

Media Strategy

Select primary business publications with high specific
market penetration.

Schedule adequate frequency of ads to impact market with
corporate image and product messages.

Where possible, position advertising in or near [articles on
industry, product reviews, front cover, center spread] and
appropriate editorials.

Utilize U.S. editions of [consumer, trade, specialty
publications].

Take advantage of special high-interest issues of major
publications when possible.

Maximize ad life with monthly and weekly publications.

To get the most out of our promotional budget, our media
coverage will be to focus on a [x] audience.

[]   Recap your customer profile from the Market Analysis
     section.

[]   Select specific a group that buys your product or
     service.

We will develop an advertising campaign built around
[product innovation, high-performance, competitive
advantages], beginning with a "who we are" statement and
supporting it with ads that reinforce the [x] message.
Additionally, we will develop a consistent reach and
frequency throughout the year.

Due to the nature of our product, it is necessary to run
[full-page 4-color ads/only 1/4 page B&W ads].

Advertising Campaign

The best way to reach our potential customers is to develop
an intense advertising campaign promoting our basic premise-
-"[your selling basis, theme, position in market]".

To maintain/establish our [x] company image, the delivery
and tone of our statements will be [understated elegance,
hard driving excitement, excellence, glamour, reality, slice-
of-life].

Ads will convey the look and feel of a [describe your image]
company.

Research indicates that [direct mail, direct response, TV,
radio] type of advertising has not yet been used by any of
our competitors.

The consumer mindset, as described in Marketing Strategies
is [x].

[]   See also Customer section.

Ideally, after becoming familiar with our product, the
consumer will [x].

[]   Specify actual consumer action--call our toll-free 800
     number and place their order using their credit card,
     call for a brochure, attend our tradeshow booth, etc.

[]    Being specific here will set the stage for developing
     appropriate ads.

To eliminate the biggest objections to immediate action, our
advertisements must address [known/anticipated objections,
difficulties with product acceptance, how to own/use product
immediately].

Because [product] is so [innovative/unique/etc.,], it is
important to develop a promotional campaign that is
consistent and easy to understand.

Accordingly, [Company] has created a system of research and
response to insure the maximum benefit from advertising
dollars.

[]   Develop an ad history: One way to measure publication
     effectiveness is to count the number of
     responses/inquiries and/or purchases per 1,000 readers
     [paid circulation]--given a particular ad. Vary your
     ads (size, message, etc.) and measure the differences.
     Now you can calculate the number of responses per your
     investment in advertising.

Preliminary Media Schedule

                         Circulation   Budget    Ad
Size

[Magazine, TV, Radio]    50,000        $1,500    1/4 Page

[x]                      450,000       $4,400    1/2 Page

Total                    500,000       $5,900    3/4 page

Anticipated Response [ex: 1/1,000] 500 responses at $11.80
each.

[]   List publications.

[]   Editorial dates--when they will run special issues.
     (Special Issue: Office Automation, etc.) that will
     enhance your ads.

[]   Obtain a copy of Standard Rate and Data Sheet.

We expect to achieve a reach of [total
circulation/audience], and to maintain that for a period of
at least [months].

Due to the [seasonal, geographical, etc.] nature of our
audience, we plan to [how you will counter these issues].

In regard to competitor's advertising, it is necessary to
[x].

[]   Explain how your message will contrast with theirs.

[]   What if they run similar ads?

Promotion

In addition to standard advertising practices, we will gain
considerable recognition through [x].

[]   Trade programs (trade advertising for product)

[]   Press releases (if product is justifiably new and
     innovative).

[]   Include budget and rationale.

[]   See also Public Relations section.

[Product] has already been installed at [companies,
customers, stores, government agencies]. Our products will
be placed/offered in additional [x]'s at substantial
discounts.

The number of trade shows attended will be increased from
[x] to [x] each year. These shows will be attended
independently and with companies with which [Company] has
joint marketing/sales or OEM agreements.

Reports and papers will be published for trade journals and
technical conferences.

[Product] will be displayed as a service in a [retail store,
manufacturing, professional] environment--a showcase for
[Company]'s products and an ongoing [test, market test,
product development, promotional] environment.

Consumer will be encourage to [call 800#, clip the coupon,
come to store, call for a demo].

Incentives

[]   Describe any activities or plans you have in this area.

[]   Consider the appropriate use of advertising specialties
     like coffee mugs, t-shirts, imprinted gifts and
     gadgets.

[]   Look in your Telephone Directory's Classifieds under
     Advertising Specialties and request some catalogs for
     ideas.

Direct Mail

[]   Describe any activities or plans you have in this area.

[]   Go to your local Post Office and request copies of The
     Mailer's Guide. It contains abridged information on
     bulk mailing permits, mail classification items,
     customer service programs, and useful information.

[]   Collect mailing list catalogs--look at all the possible
     outlets for your product.

[]   Look in your Telephone Directory's Classified
     Advertising under Mailing Lists.

In addition to using direct mail to distribute our products,
we will exercise our direct customer communications through
[example: product upgrades, information updates], and
[example: the creation of a quarterly newsletter]. The
direct mail objective is fully for profit.

List Management

Given the growing potential of [example: channel
alternatives to the retail store], we are building our
capabilities in database marketing. We have brought our
customer list in house for this first phase, as we develop
our database sophistication. Our registration cards and
periodic customer surveys will help us understand our
customer, and measure the success of our marketing, sales
and product activities. Profile overlays or other lists that
we buy will fill in our awareness gaps. This in-house
presence will provide our sales and tech support teams with
tools that streamline their operations, while they update
our customer knowledge on a daily basis. We plan to develop
[a customer information system] that will aid sound will
help us make sound decisions by providing historical answers
to the marketing questions we pose.

Corporate Capabilities Brochure

To portray [Company] as the leading supplier of state-of-the-
art dynamic [x] we have developed a company brochure
included in Supporting Documents.

[]   Recommended contents for brochure noted above.

Introduction/background

[]   Importantly, a distinction between the "new" [x] and
     other products.

[]   Statement of business philosophy.

[]   Statement on technology and list of "firsts."

Facilities

[]   A photographic tour.

Company Profile

[]   Sales--portray full selling team, including
     Representatives and Distributors as a savvy, dedicated
     support group with one overriding mission: customer
     satisfaction.

[]   Marketing--emphasize expertise and drive of marketing
     team in their role of market research, product
     development, new product management, etc., providing
     improved product ideas to the user.

High-Tech Companies

[]   Manufacturing--In-depth view of sophisticated
     manufacturing with special emphasis on performance,
     inspection, advanced methods, capacity.

[]   Technical Support/Quality Assurance--Portray the QA and
     technical support staff as highly competent and
     dedicated group of individuals concerned with customer
     satisfaction, and with elimination and/or improvement
     of substandard (x)'s.

[]   Product Development--Present super high-tech image of
     the R&D group and their facilities. State-of-the-art
     image is critical. Product innovation use is critical.
     Use photos of "secret" products undergoing tests, etc.

Sales Support Collateral Materials

[Company] has developed a variety of collateral materials to
support our sales efforts. These items include: [list]

Sell [Product]

[]   Audio/Video Introductory Tape

[]   News Releases--List appropriate ones.

[]   Brochures

Attract and Support Distributors

[]   Letter of Introduction

[]   Business Plan--Brief outline describing objectives,
     strategy, tactics to align resellers with you.

[]   Questions and Answers--Address common questions.

[]   Some Ideas--Other thoughts to be planted in reseller's
     minds--align their thinking with yours (collect their
     input from successful experiences).

[]   Samples of these materials are included in the
     Supporting Documents.

Help Distributors Sell [x]

[]   Presentation Binder

[]   Data Sheets, Price Lists

Advertising Budget

For the next [months/years] advertising and promotion will
require $[figure about 10 to 20% of sales the first year].
On an ongoing basis we will budget our advertising
investment as [x]% of total sales.

This figure is necessary because of [the specific goals you
must meet].

[]   What is the optimum spending level for advertising and
     promotion?

[]   How does this compare with industry averages?

Our Spending vs. Industry Average

Advertising

Sales Promotion

Trade

Consumer

Other [specify]

Compared to industry average we are investing [more/less] in
[Trade, Consumer, etc.] promotion because [x].

[]   Do the "heavy spenders" perform better?

[]   What are your conclusions on spending for advertising
     in this category?

Outside Advertising Suppliers

[]   Include some of the following references:
     Advertising Agency
     Public Relations Agency
     Direct Mail
     Mailing House
     Direct Response Firm
     Fulfillment House
     Graphic Designer
     Display Designer
     Packaging Supplier
     Demonstrations--Guides, Literature
     Market Research Focus Groups
     Sales Literature, Tools
     Marketing/Planning Consultant
     Premiums Suppliers
     Telemarketers
     Direct Response Advertising Firm
     Printers

Public Relations

[]   This section can assist tremendously as you prepare to
     introduce your venture to its various public segments.

[]   See also PublicityBuilder described in the back of the
     BizPlanBuilder manual.

Our publicity efforts are intended to accomplish the
following:

Position [Company] at the leading edge in providing [product
for industry or market segment].

Increase [Company] reputation and name/brand recognition
among managers/buyers/customers in [prospective
companies/industries/markets].

Communicate on a regular basis with three target publics:

[]   Editors of major trade, business and local publications

[]   Key management personnel in the existing customer
     companies

[]   Organization of employees and sales representatives

Publicity Strategy

During 19[xx] [Company] will focus on the following
publicity strategies:

Develop a sustained public relations effort, with ongoing
contact between key editors and top-level personnel.

Develop a regular and consistent product update program for
the major target media, keeping key editors abreast of [x]
enhancements and [x] new product introductions.

Develop an internal newsletter that can cover key sales
successes, significant marketing and manufacturing events,
technical support and product development stories.
Internally, the newsletter would be targeted at all company
personnel and sales representatives; externally the piece
would be targeted at key customers and prospects.

Develop a minimum of four technical articles written by key
executives or engineers to be placed in [list publications]
within the next [x] months.

Establish contact with editorial staff for the purpose of
being included in product "round-ups"--product comparisons
in [publications such as Consumer Reports], where competing
products are compared. This exposure builds credibility and
market acceptance.

[]   See Bacon's Publicity Checker at your local library for
     a directory of publications and editors who cover your
     industry.

Produce a complete company backgrounder on [Company] to be
used as the primary public relations tool for all target
media editorial contact. This will also be effective for
inclusion in press kits, dealer kits and sales packages. The
backgrounder would include sections on the following broad
subjects:

[]   Overview of the Market: size; characteristics.

[]   The Market in 19(xx), present and future.

[]   The Company
     History
     Management Philosophy
     Brief sketches of Top Executives

[]   The Products
     Market Niches

Major Sales Announcement

Major contract agreements representing sales volumes of over
$[x] will be written up and released to selected media as
soon as practical after the signing of papers. Ideally,
these will be joint announcements. Concurrently, a shortened
version of the release will be mailed to all internal and
external sales organizations.

Press Release

[Company] [is developing/will develop] a series of press
releases on the entire [product line/service area]. Prepare
press releases for each new product introduction, technical
development, participation in a major event,
[awards/recognition] for [product/personnel
excellence/performance, etc.].

[]   Include an 8x10 black-and-white glossy photo of your
     product or of an interesting demo of your service--
     editors are likely to pick up your news release sooner
     with a photo.

Editorial Visitation

Over the next [x] months we will [host/invite] the most
influential reporters and editors from [publication and/or
broadcast media names] for a visit to [Company]. During the
visit, each of the editors would receive a complete facility
tour, product briefing, and an opportunity to interview the
chairman, president, product designer and marketing manager.
If logistics or timing is a problem with the interviews,
then these could possibly be arranged at the major trade
shows.

Trade Show

[Company] has participates in three kinds of trade shows: 1)
[x], 2) [x] and 3) [x]. In the past, we have concentrated on
shows geared to [x]. Now that [x], it's time to expand our
horizons to shows that [x].

In [19xx], instead of [x], [Company] will concentrate on
[x]. In deciding on the [Company] plan for trade shows, the
following factors have been taken into consideration:

Target audience of the show--[will this get the message to
our target market].

Geographic location--[a good mix of shows around the
country].

Time frame--[preferably no more than one show a month].

Past experience--[if any with the show].

Participation in someone else's booth.

Keep our 'influencer' shows going.

Based on the above considerations, these shows have been
chosen for [19xx]:

[x]

[x]

Internal/External Newsletter

We [currently/plan to] produce [a four-page, black-and-
white, 2-color/4-color] newsletter to serve as an
informational piece for internal personnel, the sales force,
and key customers. It includes sections covering each major
department or organization within [Company] and a message
from the executive staff. It also highlights major
developments, such as [key sales stories, successful
customer applications/uses/installations, significant
marketing events, and product development news].

Publicity Revenues

We anticipate at least $[x] of sales will be generated
directly from our publicity, and possibly and additional
$[x] of indirect increase in sales throughout our various
channels.
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