MARKETING PLAN

SAMPLE PLAN: Locally Produced Clothing Retailer Marketing Plan

Marketing Vision
Local Threads seeks to make a cumulative impact on the buying patterns of Redwood City
College students and locals through the viral effect of its marketing, growing sales and
membership, and increasing visibility in the community. The marketing of the business will
focus on providing value to the customers both through the products sold and information
provided through online outlets.

1.1 Goals
Personal goals for the CEO include:
 Maintaining steady work on marketing after launch, including 1 hour each
morning, 6 days a week.
 Establishing personal relationships with other business owners and heads of
relevant associations that can help Local Threads in terms of visibility and direct
referrals.
 Receiving a living wage from the business from launch, and increasing income
from the business every year

Business goals include:

 Growing sales to $240,000 in the third year
 Increasing referred customers to 1,190 in the third year

Tactical goals include:

 Establishing a thorough Web resource, as shown by the number of links to other
sites
 Establishing a useful email newsletter, as shown by the number of subscribers
 Sponsoring a college a cappella group every year, via a high-profile contest on
the Redwood City College campus
 Strategic goals include:
 Obtaining increased customer satisfaction, as shown by the growth of customer
testimonials
 Obtaining increased customer input into sourcing, as shown by the growth of
member participation in advisory groups

1.2 Purpose
Local Threads seeks to grow its business in order to return profits to its CEO and
founder, of course, but also to have a considerable impact on the buying habits of
Redwood City. Through its promotion of the importance of buying local and buying
green, Local Threads hopes to raise awareness of the damaging effects of globalization
and empower individuals to consider that their individual buying habits have an
important, cumulative effect. This marketing plan will guide Local Threads to engage its
customers beyond what a traditional clothing store can hope for.

1.3 Picture
Local Threads will be a funky and accessible store, where customers are not only
treated with a smile and courteous attention, but enjoy the complete transparency of the
sourcing process through prominent displaying of the story of each supplier on cards
with their clothing items. A customer entering the store would immediately learn of the
store's difference from the store clerk, and see this difference by reading the many
profile cards on its suppliers. This experience would continue at check-out, when the
customer learns of ways to share the store with others by being offered cards to take
home and to join the membership program so that he/she and friends can all enjoy 10%
discounts. Because buying at Local Threads means quality clothing which is unique and
makes the customer feel good about their effect on the environment and local economy,
it is a no-brainer for the customer to recommend to others to visit the store, especially
when those others share the same political inclinations.

1.4 Gap Dashboard

Marketing metrics will be accumulated at least weekly in the POS system and a Gap
Dashboard will be viewed on a monthly basis to compare against projected totals which
correspond to the key goals for the business. The Gap Dashboard will provide the CEO
with an overall understanding of whether the business is reaching his personal,
business, tactical, and strategic goals as set, and where problems may lie. Shortfalls in
these numbers will be examined for their root cause. The business will be flexible to
change projections in some areas, although the net result in sales and income must
stay the same for Local Threads to be considered a success by the CEO.

Gap Dashboard

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Year 1 Year 2 Year 3

Personal

CEO hours spent on marketing 312 312 312

CEO business relationships established 105 126 130

CEO income from business $33,000 $45,000 $60,000

Business

Sales $121,869 $209,004 $240,354

Referred Customers 570 1,035 1,190

Tactical

New links to other sites on website 210 100 80

New email subscribers 960 1,863 2,142

Entrants in sponsorship contest 3 5 8

Strategic

Customer testimonials 17 20 25

Members on advisory groups 0 15 30

Ideal Customer
The ideal customer is a Redwood City College student. Having traveled hundreds or thousands
of miles from her home, this student desires to redefine herself over the course of her college
 time. The fashions of her teen years no longer feel relevant on campus or perhaps her wardrobe
requires an update simply due to age.

Furthermore, this student develops (or already had) an interest in environmentalism. This

movement proposes purchasing locally produced goods. Foreign-made clothes carry a social and
environmental cost which the student would gladly avoid. She realizes she cannot purchase the
lowest cost clothes with these ideals, but having a store within walking distance from campus
and a local focus makes up for higher prices.

2.1 Market Description

The ideal market for Local Threads primarily meets the following characteristics:

 18 to 30 years old
 Undergraduate or graduate student at Redwood City College
 Works on campus or from an upper-income family (has money for discretionary
spending)
 Believes that individual decisions have a cumulative impact on the environment (that one
person can make a difference)
 Involved in campus activism or a supporter of environmental groups
 Lives on campus or within walking distance from campus
Secondary markets include staff at the college, young faculty (under age 35), and local residents
who do not attend the college, ages 15 to 30 years old.

Remarkable Difference
Local Threads features only clothing items produced within a 200 mile radius of its location,
including mass-produced items as well as items produced by individual designer/producers or
craftspeople. The business will advertise the source of all of its items as clearly as the price in
order to describe how the item got to Local Threads and how purchasing it will be an
environmentally and socially conscious choice.

The core message of Local Threads is: "When your clothes are local, the effect is global"
 3.1 Differentiators
Local Threads attempts to differentiate itself from other clothing retail stores through its sourcing
of its products and by attempting be part of a solution to the ill effects of globalization, rather
than part of the problem like most clothing retail stores. To that end, Local Threads promises
customers that all of its products are purchased from local producers. Every clothing display
includes an information card describing the producer and their story as well as the price of the
item. Local Threads promises that there is a low environmental cost to its items because of this
local production and reduced use of fuel for delivery, as well as a low social cost as the labor
force used to create the clothes is paid legal and living wages.

Core Strategy
The external marketing message of Local Threads uses the statement "When you buy local, the
effects are global". The positioning goal for the business is to be seen as a business which is
better for the environment and garment makers, compared with other retailers which rely on
overseas sweat shops.

The results which Local Threads hopes to see from this marketing include:

 A steady ability to charge prices which are significantly higher than big box retailers like
WalMart, Kmart and Target.
 A loyal following, shown by having at least 500 individuals sign up for "Local Threads
membership" in the first three years
 An ability to source unique items, shown by having at least 25% of inventory being
sourced from individual garment maker, student designers, or craftsmen
 Sales to a significant portion of Redwood City College students, shown by selling to at
least 1,500 distinct customers over the first three years and sales reaching $240,000 per year in
the third year

4.1 Core Branding Elements

The visual look of the Local Threads brand will be supported by the following:

 A simple, but striking logo incorporating the "local/global" theme, created by a student
designer
 Color theme including greens and blues to tie in with the colors of the earth
 Use of this logo and color theme on all advertising materials, business cards, product
description cards, and the exterior sign for the shop
 An informational website featuring the same logo and color theme, along with links to
information about buying local and other businesses with the same mission
 A Facebook page and email newsletter sharing the same logo and color theme
 Attire for employees consisting entirely of products from the store
Product/Service Innovation
Local Threads will seek to expand its customer base well beyond diehard environmentalists by
offering services and products which engage different groups:

 Suspects (Those who may or may not be qualified to become buyers - i.e. the entire
Redwood City College campus): The website and an email newsletter available for sign-up on
the website or via Facebook offers information on specials at the store as well as links to other
local businesses that support environmentalism, local environmentalist activities, and
advertisements for environmentalist groups
 Prospects (Those who enter the store): Small gift items will be offered to entice prospects
to make a first introductory purchase. These include clothing accessories (hats, gloves, scarves,
socks, belts, etc.) and come with an informational card about the source of the product and story
of its producer on one side and the Local Threads logo and core message on the other side. These
gift items can be wrapped in a recyclable gift bag for customers if desired.
 Customers (Those who have made a previous purchase): Men's and women's casual
apparel, including pants, shorts, skirts, dresses, blouses, shirts, sweaters, vests, and more.
 Loyal Customers (Customers who return for a second purchase): The Local
Threads "Well Dressed" program allows customers to receive 10% off (via a $10 rebate after
$100 of purchases) as well as 10% off for guests they bring in whenever they arrive with a group
of at least 4 individuals. These services are intended to increase the loyalty of those who are
 clearly interested in aligning themselves with Local Threads and giving them an easy means to
spread the word about the store by bringing friends and referrals in batches to the store.

5.1 Price Rationale

Small gift items, intended for impulse buys or for the casual shopper, are priced under $25 and
are located conveniently near the check-out area of the store. Through a survey of Redwood City
College students, Local Threads found that under $25 is the right price for college students to
purchase gifts for each other, family, and significant others, and that these students will often feel
inclined to buy items at this price point without a specific recipient in mind at the moment.

Much of the clothing in the store will be priced similarly to a high-quality chain store such as
Banana Republic or the Gap. However, individual  items may have a range in price (such as
skirts ranging from $30 to $100 due to the differences in cost structure between a mass producer
and individual craftspeople). Items that are hand-crafted by an individual designer/producer may
be priced 50% to 100% higher than a mass-produced item. All products will generally feature a
67% markup over the supplier's price. This is less than the industry standard, but will keep retail
prices more competitive as the products are somewhat more expensive to source.

Marketing Materials
Local Threads' marketing materials include a marketing kit focused on businesses who can
provide referrals. The marketing kit includes:

 Introductory letter from Local Threads management tailored to the specific recipient
 Overview of the business - mission, business model, and target demographic of Local
Threads
 Customer testimonials, solicited from members of the "Well Dressed" program
 Two case studies on featured suppliers of Local Threads
 Description of the referral program
Customer marketing materials include:

 Store business card for general distribution and personal business card for managers
 Profile cards featuring each supplier to be given out with purchases of that supplier's
products
 Web Plan
The Local Threads website will constitute a valuable resource to potential customers on its own
by listing events, groups, and local businesses that serve the needs of our environmentally
conscious target market. The website will create an association between the Local Threads brand
name and a deep, authentic interest in supporting local, environmentally-friendly businesses. The
website will not sell items directly, but will feature a rotating slideshow with a selection of items
available at the store. Customers will be referred to visit the store as purchases cannot be made
over the website.

The website will be designed at low cost with the help of a college student Web designer.

Pages of the website will include:

 About us - Mission and vision of the store

 Supplier profiles (with the same stories found on the profile cards)
 Slideshow of products
 Directions, hours, and contact information
 Membership program description
 Business referral program description
 College a cappella group sponsorship description and link to the sponsored group
 Local event listings
 Organization listings of like-minded organizations
 Business listings of like-minded businesses

7.1 Social Media Plan

The Local Threads Facebook Page will feature similar information to the Local Threads
website, with a few differences:
 The Facebook Page will allow users to engage directly with the company by
posting clothing likes, dislikes and ideas to the Wall, which will be answered directly by
the management
 Users will be invited to become Fans of the Page in order to receive the email
newsletter via Facebook and additional updates on green/local shopping tips
 Discussion topics will be posted by management about living green to encourage
users to contribute ideas through discussion forums
Lead Generation Plan
Local Threads will generate leads for customers through the following means:
 Radio advertising on Redwood City College radio - Ads will focus on the informative
Local Threads website and explain the remarkable difference of Local Threads
 Print advertising in the Redwood City Gazette - Ads will focus on the informative Local
Threads website and the remarkable difference of Local Threads
 Flyer advertising on the Redwood City College Campus - Featuring images of new
clothing items, especially those produced by college students
 Google ads for keywords such as "local clothing store," "American-made clothing,"
"green clothing," etc.
 Website visitors from Facebook page, online listings and databases of Northern
California green businesses
 College students who learn of Local Threads through its sponsorship of a college a
cappella group - During the first few weeks of the school year, Local Threads will advertise to
the college a cappella groups that it will provide free uniforms to the winner of a drawing
between all of the groups which apply. The contest itself will raise awareness of Local Threads,
as will the group, which will be required to mention its sponsorship by Local Threads in all
programs and on their website for the year.
 Referrals from the "Well Dressed" membership program - The program will offer 10%
off all purchases during a visit where a member brings at least four guests with him or her to the
store.
 Referrals from complementary local businesses

8.1 Advertising
Advertising Channels
Advertising Contact Contact Total
Medium Name # Distribution Cost/Ad CPM
WRCR - Redwood City
removed removed removed removed removed
College Radio
Redwood City College
removed removed removed removed removed
Gazette
 Northern California
Green Business removed removed removed removed removed
Database
Google Adwords Local removed removed removed removed removed

8.2 Referrals
Local Threads will encourage referrals through its loyalty program - Local Threads "Well
Dressed" program - which encourages its members to bring multiple friends, family members, or
colleagues with them on shopping outings to Local Threads. When a member brings at least four
guests to Local Threads, both the member and the guests receive 10% off listed prices. Both the
referrer and the referred customers are incentivized in this scheme, and the referred customers
are encouraged to join the program themselves.

Professional referrals may be shared with other local or green businesses which sell non-
competing items. For example, green crafts stores, cafés/restaurants, and beauty shops. Local
Threads will promote these other businesses through its website and ask for the other business to
do the same. Local Threads will give 10% off coupons to be given out to customers at these
referring businesses and offer to distribute similar offers to Local Threads customers as well at
the time of check-out. The hope is that these other businesses serving a similar target market will
create mutually beneficial word of mouth.

Lead Conversion Plan

Lead conversion begins with the informative website, which will be a resource for anyone
interested in buying local and buying green in the Redwood City area. The business will
maintain the site, continually searching for and adding new stores and resources. The Facebook
page for Local Threads will share links of other local businesses as well, serving as an additional
outlet for this information.

The site will encourage users to join the Local Threads email newsletter which will advertise
activist resources, green businesses, and events, along with profiles on Local Threads suppliers.
The email newsletter will be advertised prominently on the website and Facebook page and sent
out every other week.

Service Experience
Local Threads will engineer its employee training and store around providing assurance and
satisfaction to its customers. A defect-free guarantee will contribute as well. Once customers'
trust is earned, their loyalty will be encouraged through the "Well Dressed" membership
program.

10.1 Loyalty Product/Service Offerings

Customers who return to make a second purchase will be identified by prominently displaying a
sign (and reminding customers) that a free gift comes with the second purchase by any customer.
To receive this gift, customers must provide their name and email address on their first visit so
that there is a record when they return to make a second purchase. The free gift will likely be an
inexpensive (under $5 value) product provided for free by a complementary business (i.e. a bar
of soap, candle, etc.)

After a second purchase, customers will be invited to join the "Well Dressed" membership
program. Members of this program who have spent more than $500 in total at Local Threads will
be invited to serve on an advisory group which will meet every other month to vote on new
clothing suppliers to feature at Local Threads. Both Local Threads and these members will find
and propose potential new suppliers. This involvement will provide an additional opportunity for
members to support local businesses and will bring these members closer to Local Threads. It
will also ensure that there is a built-in customer base for new clothing items, as the top customers
will have a direct say as to what is sold at Local Threads.

10.2 WOW Process

Prospects who enter the store or those who call the store will always be greeted by the clerk on
duty, who will offer to help the customer find anything he or she is looking for. The clerk will
also ask if it is the customer's first time in the store. If so, the clerk will explain the difference of
Local Threads in just a few sentences so the prospect understands the mission of Local Threads
and sees the value of buying locally made clothing.

The store will offer multiple mirrors throughout so that outerwear items can be tried on in the
store. The store will feature one dressing room where other items can be tried on. These store
features help to assure that items fit customers well and they are sure they like the look of items
before they purchase.

Local Threads will help customers be more comfortable with handmade and amateur-made
clothing by offering a defect-free guarantee. If clothing shows a manufacturing defect in the first
6 months, the customer can receive their money back. Local Threads will demand the same from
its suppliers, and require them to provide refunds for clothing where customers find defects.

Marketing Calendar
On a daily basis, the CEO will engage in at least one marketing activity. Examples include
contacting or having breakfast with a potential referral partner, updating resources on the
website, sending an email newsletter, or revising the print or flyer advertising. The CEO will
spend 8:30 - 9:30 am on marketing, 6 days a week (the store opens at 10 am).

On a weekly basis, the CEO will review the website's analytics and Google Adwords results in
order to adjust the keyword campaign and website content based on what points are attracting
and losing customers.

On a monthly basis, the CEO will focus on the marketing initiative of the month, as determined
by the monthly theme. An average of 20 hours per month will be devoted to this work so that the
major marketing initiatives are continually revised and revisited. The CEO will review the Gap
Dashboard at the end of each month.

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11.1 Monthly
Months Marketing Theme
1 A cappella group sponsorship contest
2 Website strategy revisit
3 Referral partner push
4 Member initiative
5 Press initiative
6 Radio strategy revisit
7 Email newsletter redesign
8 Member initiative
 9 Print ad strategy revisit
10 Membership program improvement
11 Press initiative
12 Member initiative

Milestones

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Advertising Start Date End Date Budget Manager Executed By

Print ad design 4/1/2010 4/15/2010 $200 CEO Student designer

CEO, student
Radio ad design, recording 4/1/2010 4/15/2010 $500 CEO
engineer

Flyer design 4/1/2010 4/15/2010 $100 CEO Student designer

Pre-launch advertising runs 4/15/2010 4/30/2010 $0 CEO CEO

Total Advertising Budget $800

PR Start Date End Date Budget Manager Executed By

Write launch press release 3/15/2010 4/1/2010 $200 CEO Student writer

Submit press release 4/1/2010 4/15/2010 $25 CEO CEO

Total PR Budget $225

Referral Marketing Start Date End Date Budget Manager Executed By

Create referral partner shortlist 3/15/2010 3/31/2010 $0 CEO CEO

Design marketing kit 3/15/2010 3/31/2010 $0 CEO CEO

Print marketing kit 4/1/2010 4/15/2010 $0 CEO CEO

Contact potential referral partners/visit 4/15/2010 4/30/2010 $0 CEO CEO

Total Referral Marketing Budget $0

Web Development Start Date End Date Budget Manager Executed By

Plan website 3/15/2010 3/31/2010 $0 CEO CEO

Assemble initial resource content 3/15/2010 3/31/2010 $0 CEO CEO

Website design 4/1/2010 4/15/2010 $500 CEO Student designer

Newsletter template design 5/1/2010 5/15/2010 $200 CEO Student designer

Create Facebook Page 4/1/2010 4/15/2010 $200 CEO Student designer

Total Web Development Budget $900

Other Start Date End Date Budget Manager Executed By

Logo design 3/15/2010 4/1/2010 $500 CEO Student designer

Student designer,
Design/print store signage 4/1/2010 4/15/2010 $1,000 CEO
CEO

Total Other Budget $1,500

Totals $3,425

Critical Numbers
Critical numbers for the business will be tracked through the following systems:

Google Analytics: Will track web visitors and their source (in order to look at referrals from
complementary businesses)
Facebook analytics: Will track Facebook page visitors and their sources.
Walk-ins: Will be tracked manually by clerks, including separate categories for those who
make no purchases and those who do. These numbers will be entered into a customer log each
shift.
Check-out POS system: Will track sales transactions and allow for entry of the numbers
from the above systems to have one location with all marketing and sales data. Special fields for
referrals, testimonials, and PR mentions will be added to this customizable software, so that
these items can be mentioned manually.
QuickBooks: Will track cumulative revenue and expenses

12.1 Sales Forecast

Products are divided into four categories:
 Handcrafted apparel - Relatively high-priced, handmade and individually crafted
specialty items
 Women's items - Items from local companies for women
 Men's items - Items from local companies for men
 Small gift items - Items under $25 which are appropriate for gifts or impulse buys
The business is expected to grow sales 15% in year 2 and 3 due to a continued focus on
advertising and the viral effect of the Local Threads "Well Dressed" membership program.

Direct costs are the prices Local Threads pays to its clothing suppliers which are expected to
average 60% of the sale price (roughly a 67% markup).

We expect sales to drop off significantly in the summer months, when the regular college
population is on break, and to rebound once the academic year starts up again in fall.

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Sales Forecast

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Year 1 Year 2 Year 3

Unit Sales

Handcrafted Apparel 279 470 540

Women's Items 545 939 1,080

Men's Items 409 705 810

Small Gift Items 938 1,644 1,890

Total Unit Sales 2,170 3,757 4,321

Unit Prices Year 1 Year 2 Year 3

Handcrafted Apparel $150.00 $150.00 $150.00

Women's Items $75.00 $75.00 $75.00

Men's Items $50.00 $50.00 $50.00

Small Gift Items $20.00 $20.00 $20.00

Sales

Handcrafted Apparel $41,813 $70,451 $81,018

Women's Items $40,867 $70,451 $81,018

Men's Items $20,433 $35,225 $40,509

Small Gift Items $18,756 $32,877 $37,809

Total Sales $121,869 $209,004 $240,354

Direct Unit Costs Year 1 Year 2 Year 3

Handcrafted Apparel $90.00 $90.00 $90.00

Women's Items $45.00 $45.00 $45.00

Men's Items $30.00 $30.00 $30.00

Small Gift Items $12.00 $12.00 $12.00

Direct Cost of Sales

Handcrafted Apparel $25,088 $42,270 $48,611

Women's Items $24,520 $42,270 $48,611

Men's Items $12,260 $21,135 $24,306

Small Gift Items $11,254 $19,726 $22,685

Subtotal Direct Cost of Sales $73,121 $125,402 $144,213

12.2 Marketing Expense Budget

Most expenses will remain steady and rise with inflation. The expense which will grow faster is
the membership discounts offered. This expense is shown on the books to demonstrate the
amount clothing will be marked down. As the membership program grows towards its goal of
500 members, these discounts are expected to rise in tandem with unit sales.
Expenses will focus on college radio, which reaches both college students and locals. Other
inexpensive areas include the email newsletter, which is just the cost of Constant Contact for
email blasts. We expect some expenses, such as college sponsorships and membership discounts,
to decrease or stop entirely during the summer months, when our regular college student
customers are out of town.

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Marketing Expense Budget

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Year 1 Year 2 Year 3

Radio Advertising $6,000 $6,300 $6,615

Newspaper Advertising $2,400 $2,520 $2,646

Flyer Advertising $1,200 $1,260 $1,323

Online Advertising $2,400 $2,520 $2,646

College Sponsorships $900 $945 $992

Membership Discounts $1,399 $2,365 $2,720

Email Newsletter $1,200 $1,260 $1,323

Other $6,000 $3,000 $3,000

------------ ------------ ------------

Total Sales and Marketing Expenses $21,499 $20,170 $21,265

Percent of Sales 17.64% 9.65% 8.85%

12.3 Key Marketing Metrics

Certain key marketing metrics require additional explanation:

Leads: Includes all new walk-ins, Web visitors, and Facebook page visitors. We will attempt to
estimate and eliminate the overlap between these groups.
Leads Converted: This conversion rate is expected to drop as the website increases its
visibility significantly over the first three years. Many Web visitors will not become customers
either because of geographic distance or because they are less qualified than before. However,
the overall effect on leads will be positive because of lead growth.
Average Transactions Per Customer: Each month, a new customer is expected to
make .25 purchases, or 1 every 4 months (3 per year).
The remaining metrics are all expected to rise over the first three years as an effect of increasing
sales and the viral effect of marketing efforts.

Key Marketing Metrics

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Year 1 Year 2 Year 3

Revenue $121,869 $209,004 $240,354

Leads 42,769 78,746 90,558

Leads Converted 20.00% 15.00% 10.00%

Avg. Transactions/Customer 0.25 0.25 0.25

Avg. $/Customer $56 $60 $65

Referrals 570 1,035 1,190

PR Mentions 8 10 15

Testimonials 17 20 25

New loyalty program members 237 250 300

Marketing Training Game

Local Threads clerks will be carefully chosen based on their competence, past retail experience,
and connection with the Local Threads social mission. As time goes on, students who are
customers will become additional employees, and student employees will refer their friends to
 apply as well. Being able to be selective about store clerks will allow the Local Threads CEO to
manage with less direct supervision of clerks.

Each clerk will receive training over the course of two weeks including:

 The core message of Local Threads

 How to treat customers
 The membership program
 The referral program
 The website and Facebook page
 Other advertising and marketing initiatives
By ensuring that clerks are familiar with all of these areas, they will be able to make independent
decisions and better help customers to engage with the business, whether by suggesting they
become members, encouraging them to subscribe to the email newsletter, or referring them to
resources on the website. Clerks will be given a test on these topics before they can work
unsupervised in the store.

Appendix
Sales Forecast

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Month Month Month Month Month Month Month Month Month Month Month Month

1 2 3 4 5 6 7 8 9 10 11 12

Unit Sales

Handcrafted
0% 20 21 22 23 12 13 13 28 29 31 32 34
Apparel

Women's Items 0% 40 42 44 46 20 21 22 56 59 62 65 68

Men's Items 0% 30 32 33 35 15 16 17 42 44 46 49 51

Small Gift Items 0% 70 74 77 81 30 32 33 98 103 108 113 119

Total Unit Sales 160 168 176 185 77 81 85 224 235 247 259 272
 Month Month Month Month Month Month Month Month Month Month Month Month
Unit Prices
1 2 3 4 5 6 7 8 9 10 11 12

Handcrafted
$150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00 $150.00
Apparel

Women's Items $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00 $75.00

Men's Items $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00 $50.00

Small Gift Items $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00 $20.00

Sales

Handcrafted
$3,000 $3,150 $3,308 $3,473 $1,800 $1,890 $1,985 $4,200 $4,410 $4,631 $4,862 $5,105
Apparel

Women's Items $3,000 $3,150 $3,308 $3,473 $1,500 $1,575 $1,654 $4,200 $4,410 $4,631 $4,862 $5,105

Men's Items $1,500 $1,575 $1,654 $1,736 $750 $788 $827 $2,100 $2,205 $2,315 $2,431 $2,553

Small Gift Items $1,400 $1,470 $1,544 $1,621 $600 $630 $662 $1,960 $2,058 $2,161 $2,269 $2,382

Total Sales $8,900 $9,345 $9,812 $10,303 $4,650 $4,883 $5,127 $12,460 $13,083 $13,737 $14,424 $15,145

Month Month Month Month Month Month Month Month Month Month Month Month
Direct Unit Costs
1 2 3 4 5 6 7 8 9 10 11 12

Handcrafted
60.00% $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00 $90.00
Apparel

Women's Items 60.00% $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00 $45.00

Men's Items 60.00% $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00 $30.00

Small Gift Items 60.00% $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00 $12.00

Direct Cost of
Sales

Handcrafted
$1,800 $1,890 $1,985 $2,084 $1,080 $1,134 $1,191 $2,520 $2,646 $2,778 $2,917 $3,063
Apparel

Women's Items $1,800 $1,890 $1,985 $2,084 $900 $945 $992 $2,520 $2,646 $2,778 $2,917 $3,063

Men's Items $900 $945 $992 $1,042 $450 $473 $496 $1,260 $1,323 $1,389 $1,459 $1,532

Small Gift Items $840 $882 $926 $972 $360 $378 $397 $1,176 $1,235 $1,297 $1,361 $1,429

Subtotal Direct
$5,340 $5,607 $5,887 $6,182 $2,790 $2,930 $3,076 $7,476 $7,850 $8,242 $8,654 $9,087
Cost of Sales

Marketing Expense Budget

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Month Month Month Month Month Month Month Month Month Month Month Month

1 2 3 4 5 6 7 8 9 10 11 12

Radio
$500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
Advertising

Newspaper
$200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Advertising

Flyer
$100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Advertising

Online
$200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200
Advertising

College

Sponsorship $100 $100 $100 $100 $0 $0 $0 $100 $100 $100 $100 $100

Membership
$100 $105 $110 $116 $60 $63 $66 $141 $148 $155 $163 $171
Discounts

Email
$100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100 $100
Newsletter

Other $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500
 --------- --------- --------- --------- --------- --------- --------- --------- --------- --------- --------- ---------

--- --- --- --- --- --- --- --- --- --- --- ---

Total Sales

and
$1,800 $1,805 $1,810 $1,816 $1,660 $1,663 $1,666 $1,841 $1,848 $1,855 $1,863 $1,871
Marketing

Expenses

Percent of 20.22 19.32 18.45 17.62 35.70 34.06 32.50 14.78 14.13 13.51 12.92
12.36%
Sales % % % % % % % % % % %

Key Marketing Metrics

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Month Month Month Month Month Month Month Month Month Month Month Month

1 2 3 4 5 6 7 8 9 10 11 12

Revenue $8,900 $9,345 $9,812 $10,303 $4,650 $4,883 $5,127 $12,460 $13,083 $13,737 $14,424 $15,145

Leads 2,000 2,200 2,420 2,662 2,928 3,221 3,543 3,897 4,287 4,716 5,187 5,706

Leads Converted 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%

Avg.
0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25 0.25
Transactions/Customer

Avg. $/Customer $50 $51 $52 $53 $54 $55 $56 $57 $58 $59 $60 $61

Referrals 20 25 30 35 40 45 50 55 60 65 70 75

PR Mentions 4 0 0 0 1 0 0 1 0 1 0 1

Testimonials 0 0 0 0 1 1 2 2 2 3 3 3

New loyalty program

2 5 10 15 20 25 25 25 25 25 30 30
members

Gap Dashboard

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Month Month Month Month Month Month Month Month Month Month Month Month
 1 2 3 4 5 6 7 8 9 10 11 12

Personal

CEO hours

spent on 26 26 26 26 26 26 26 26 26 26 26 26

marketing

CEO business

relationships 5 6 7 8 9 10 10 10 10 10 10 10

established

CEO income
$2,000 $2,000 $2,000 $2,500 $2,500 $2,500 $3,000 $3,000 $3,000 $3,500 $3,500 $3,500
from business

Business

Sales $8,900 $9,345 $9,812 $10,303 $4,650 $4,883 $5,127 $12,460 $13,083 $13,737 $14,424 $15,145

Referred
20 25 30 35 40 45 50 55 60 65 70 75
Customers

Tactical

New links to

other sites on 100 10 10 10 10 10 10 10 10 10 10 10

website

New email
25 35 45 55 65 75 85 95 105 115 125 135
subscribers

Entrants in

sponsorship 3 0 0 0 0 0 0 0 0 0 0 0

contest

Strategic

Customer
0 0 0 0 1 1 2 2 2 3 3 3
testimonials
Members on

advisory 0 0 0 0 0 0 0 0 0 0 0 0

groups