Business Plan Guide: Appendices - Marketing

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Marketing-related appendices could cover the following matters. They are linked to sections 6. Profiles of Target Markets and 7. Marketing Strategies, Sales Plans & Projections.

Market Review and Results of Market Research
If you cannot compile this appendix, you should seriously consider whether you are ready to write a business plan. Include tables explaining size of market, segmentation, growth patterns, distribution channels, price/quality segments, customer categories, future trends, market share/segmentation projections etc. You should summarize the main findings in 6. Profiles of Target Markets.

Assessments of Competitors
Describe who, what, where, how etc. Explain how your products and services compare. How would you rate your business's strengths, weaknesses, threats and opportunities relative to your main competitors.

Market Projections & Sales Forecasts (20xx to 20xx)
Use tables and charts. Clearly state all key assumptions on market size and shares, volumes and prices. If you plan to serve several markets, you should devote separate sub-sections to each and then produce a summary of the overall projections for inclusion in 7. Marketing Strategies, Sales Plans & Projections. Explain your marketing strategies and sales plans in detail - specify resources, costs etc. Identify any prospective partners and describe sales methods.

Additional Help

If you need help here, review the white papers on Devising Business Strategies and Developing a Strategic Business Plan and try the free Online Strategic Planner.

For further assistance, have a look at the Quick Insight and Plan Write for Marketing software packages. If you are a substantial business, check out Business Insight

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