Marketing/Sales Strategy

You are opening a coffee shop in smithfield.
The target market are professionals of Smithfield that just want coffee in a quite place, and use other
facilities like printers, fax machine and so on.

 

4. Marketing/Sales Strategy

AVOID WAFFLING.
STRAIGHT TO THE POINT.

<< This section sets out your strategies for reaching your target market, arousing their interest in your
product or service, and actually delivering the product or service to them in sales. >>

Marketing Strategy

<< How you will position your product or service in the market and differentiate it from its competitors:

Which segments of the market will be targeted first and why?
How will this be developed to reach the full target market?
How will you differentiate your product or service?
What key benefits will be highlighted?
Who will do the marketing: staff, agency, reps? >>

 

Sales Strategy

<< How you will sell your product or service to the target market.

Directly
Retail
Distributor
Agent
Sales rep
Website
Analyse for each method the costs involved, whether it will reach the intended market efficiently, the
control you would retain over the pricing and positioning, the logistics, and the overall integration with
your marketing strategy. State the advantages of the methods you have chosen to sell your product or
service. >>

 

 

Pricing

<< How you will set the price charged for your product or service. Considerations include:

Competitors’ prices need to reference
Level of competition in the market
Perception of quality-price relationship by customers
Production costs and overheads
Suppliers and the costs to you
State how each product or service will be priced?
Marketing and Communications Strategy

<< How you will promote your product or service in the marketplace.
WHIT THIS, TRY TO CAPTURE ALL THE EVENTS OF SMITHFIELD

Advertising – where, when, how, to whom
Public relations
Direct marketing
Website and internet marketing
Exhibitions and conferences
Web site
eCommerce

You need to include the prices using referenced sources, for all of the above and if you include
Word-of-Mouth then how do you get the first few customers?

 
5. People and Operations

ONLY FEW PEOPLE IS REQUIRED TO RUN THE COFFEE SHOP

<< This is where you will outline the intended structure of the company in terms of management, number of
employees, and the physical operational requirements to produce or supply the product or service. >>

Management Organisation Chart

<< Include a diagram of the way in which the management of the new venture will be organised. This should
show the areas of responsibility of each manager and the employees to be taken on over the next three years.
>>

Staffing

<< State what employees will be taken on over the next three years, with which skills, in which areas of the
business. >>

Salary must be referenced from a recruitment site(s) Remember for many of the roles they’re covered by Joint
Labour Court Agreements and the hourly/weekly rate is higher than minimum wage. Also hourly paid employees
work 40 hours per week.

Training Plans

<< Outline the planned employee and management development to be undertaken in order to maintain a skilled
workforce. This should also tie in with the future market developments and any new product or service
developments. >>

Operations

<< State the physical requirements of the business:

Premises & rent
Equipment
Suppliers & costs

Hours of Operation

hours of operation
Days of the week
how will you cover vacation, sickness, training etc.

 

6 . Competitors
Competitor profiles:

List the major competitors here both in kind and not in kind. Introduce where relevant Strengths and
Weaknesses of each competitor.

ALSO INCLUDE (THE THIRD PLACE CAFE) THE NEW COFFEE SHOP IN SMITHFIELD

Competitor position:

Introduce relevant Strengths & Weaknesses.

 

 

7. Financial Projections
REMEMBER THE NEW TAX RATE, PLS INCLUDE THIS IN YOUR CALCULATIONS
Requirements for Preparation of Projections DETAILED DISCUSSION OF THE FINANCES OF THE BUSINESS OVER 3 YEARS

 

1. Sales Assumptions provided by unit, price segment

2. Expenditure categorised into Overheads and Promoters / key managers salaries key numbers MUST be
referenced, i.e. rent must some a referenced source

3. Identification of monthly and cumulative company operational deficits

4. Sensitivity analysis may be done
5. Projections should identify separately Operational Cash Flow and external Cash Injections
Cashflow

<< Attach a monthly & annual cashflow prediction tables & charts for the first three years of the company’s
operations. >>

 

 

 

 

 

 
Funding Requirements

must be borrowed from a bank or investor at an interest rate
<< State here the total funding requirements of the business, and how those are intended to be provided. You
will also need to state the approximate breakdown of how these funds are to be spent.

Sources:

Promoters’ funds
Bank lending
Grants or loans from agencies
Investment already received
Investment sought

Required for:

Equipment
R&D
Marketing
Staffing >>

 
8. Key Assumptions

<< This section reviews the key assumptions used in the financial projections. It is a guide to explain how
key figures in the financial projections were arrived at. Included here should be items such as:

Income sources
Number of employees projected for each year and their intended salaries
Projected investment in equipment and materials
Projected R&D costs
Depreciation allowed for
Expected rent and rates charges
Creditor days expected and debtor days allowed
Expense calculations

This section should be brief and to the point. Further detail regarding these items can be placed in the
Appendices. >>
Action Items

List the key action items that must be achieved in the next 6 to 12 months in order to ensure the success of
this business

 

 

9. Appendices

<< This section is used to provide the detailed data on which the main text of the business plan is based,
and to provide extra information of interest to the readers of the business plan. Items for inclusion in
appendices vary from business to business, but normally include some of the following:

Detailed financial assumptions
Detailed market research findings
Promotional literature
Product or service information
Details of company website

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