A marketing plan does not need to be long. This template walks a small business through the parts that matter: what you sell, who it is for, what you want to achieve, which channels you will use, what you will spend and what you will do in the next three months. Fill in the form and get a clean one-page plan with a budget table that adds itself up.
Everything in a plan follows from two decisions: who you are trying to reach and what you want to happen. When the customer is clear, the channels almost choose themselves, because you can ask where that person looks for help or hears about businesses like yours.
A goal should be a number you can check. Tie it to new customers, bookings or sales, not to likes or visits. Visits matter only if they lead to someone buying or booking, so work backwards from the customers you need.
A channel is a place where you meet customers: your website, search results, email, social media, local signs, events or paid ads. Each takes time, money or both. Start with the ones closest to people who already want what you sell, such as your website and your business listing.
The budget table shows what share of your monthly spend each channel takes. If one line takes most of the money, ask whether you have evidence that it works. If you do not, move some of the money to something cheaper and watch the results.
Break the plan into three months. Month one is usually set-up: fix the website, claim listings and prepare a first offer. Month two is outreach. Month three is measure and adjust. Writing actions as small, specific tasks makes them easier to do.
Choose one thing to track for each channel, such as enquiries from the website or bookings from a flyer code. A simple count each week tells you more than a large report you never read.
At minimum: what you offer, who it is for, your goal, the channels you will use, a budget and a schedule of actions. This template covers all six on one page, which is enough for most small businesses.
The monthly budget is the sum of the amounts you enter for your channels. The total is the monthly budget times the number of months. The cost per new customer is the total divided by your target number of new customers, and the expected revenue is the new customers times what each is worth.
With $600 a month for 3 months, the total is $1,800. If you aim for 60 new customers worth $150 each, the cost is $30 per customer, expected revenue is $9,000 and revenue is 5 times the spend. These are planning figures, not predictions.
They are estimates based on the numbers you type. Real results vary with the season, your offer and the competition. This is not financial advice, so treat the figures as a starting point and adjust as you learn.
There is no single right figure. Many businesses set a percentage of expected revenue, then adjust. Start with an amount you can afford to lose, measure what it brings in and increase spending on what works.
Related: Business plan template, ROAS calculator, USP generator.
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