1. STRATEGIC PLANNING YOUR LOGO COMPLETED BY: [ NAME ]
DATE COMPLETED: [ DATE ]
STRATEGIC PLANNING

2. Product / Service Development Marketing Plan Market Research
TABLE OF
CONTENTS
Executive Summary
Your Company
Product / Service Development
Marketing Plan
Market Research
Measurable Marketing Goals
Situational Analysis (SWOT)
Financial Plan
Overall Assessment & Review
Risk Factors (See SWOT) & Contingencies
Appendices
STRATEGIC PLANNING| TABLE OF CONTENTS

3. CONCISE
OVERVIEW
EXECUTIVE SUMMARY

4. YOUR COMPANY MISSION STATEMENT GUIDING PRINCIPLES PAST TRAJECTORY
GUIDING PRINCIPLES
PAST TRAJECTORY
& RESULTS
MANAGEMENT CONSTRUCT
YOUR COMPANY

5. PRODUCT / SERVICE DEVELOPMENT
PRODUCT / SERVICE DESCRIPTION
PRICING MODEL
DELIVERY SYSTEM
DELIVERY CAPABILITIES
PRODUCT / SERVICE DEVELOPMENT

6. MARKETING PLAN STRATEGY / TACTICS CLIENT BREAKDOWN MARKET POSITIONING
CLIENT BREAKDOWN
MARKET POSITIONING
ADVERTISING
PUBLIC RELATIONS
CROSS-SELLING CLIENT POSSIBILITIES
TEST MARKETING
OTHER
MARKETING PLAN

7. CLIENTS
COMPETITION
MARKET STATUS
MARKET RESEARCH

8. MEASURABLE MARKETING GOALS
CONSUMER CLIMATE
MARKET
SHARE
DISTRIBUTION CHANNELS
DIVERSIFICATION
MEASURABLE MARKETING GOALS

9. SITUATIONAL ANALYSIS (SWOT)
INTERNAL FACTORS
STRENGTHS (+)
WEAKNESSES (–)
EXTERNAL FACTORS
OPPORTUNITIES (+)
THREATS (–)
SITUATIONAL ANALYSIS (SWOT)

10. FINANCIAL PLAN REVENUE SOURCES FINANCIAL PROJECTIONS
FINANCIAL PROJECTIONS
PRO FORMA FINANCIAL STATEMENTS
MONTHLY CASH FLOW BUDGET
CRITICAL RATIOS / FINANCIAL STATEMENT ANALYSIS
BUDGET VARIANCE ANALYSIS
FINANCIAL REVIEWS & AUDITS
FINANCIAL PLAN

11. OVERALL ASSESSMENT AND REVIEW
TRACKING SYSTEMS
CAMPAIGN BREAK-EVEN ANALYSIS
CLIENT SURVEYS
ASSOCIATE / ADVISORY BOARD INPUT
MARKET SHARE ANALYSIS
MARKET SURVEY
OTHER
OVERALL ASSESSMENT AND REVIEW

12. RISK FACTORS (see SWOT) & CONTINGENCIES
REVENUE SHORTFALL
NEGATIVE LEGISLATION
ECONOMIC CLIMATE
COMPETITION
TECHNOLOGY
ADVERSE PUBLIC IMAGE
RISK FACTORS (see SWOT) & CONTINGENCIES

13. APPENDICES MARKET RESEARCH STUDY: CLIENTS
MARKET RESEARCH STUDY: COMPETITION
MARKET RESEARCH STUDY: ENVIRONMENT
KEY INFO SOURCES
APPENDICES

14. COMMENTS
STRATEGIC PLAN | COMMENTS

15. DISCLAIMER
Any articles, templates, or information provided by Smartsheet on the website are for reference only. While we strive to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the website or the information, articles, templates, or related graphics contained on the website. Any reliance you place on such information is therefore strictly at your own risk.