✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
The best marketing teams know the importance of effective campaign management, consistent creative operations, and powerful event logistics -- and Smartsheet helps you deliver on all three so you can be more effective and achieve more.
The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.
When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.
We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Manage Cookies
Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.
Strictly Necessary Cookies
These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.
Show cookie providers
Functionality Cookies
These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.
Performance Cookies
These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.
Targeting Cookies
These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.
Blog Marketing What is a Marketing Plan & How to Create One [with Examples]
Written by: Sara McGuire Oct 26, 2023
A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers as a part of your customer acquisition strategy . It’s a comprehensive document that details your:
In this article, I’ll explain everything you need to know about creating a marketing plan . If you need a little extra help, there are professionally designed marketing plan templates that’ll make the process much easier. So, let’s ditch the confusion and get started!
Click to jump ahead:
How to write a marketing plan .
Marketing plan faqs.
A marketing plan is a report that outlines your marketing strategy for your products or services, which could be applicable for the coming year, quarter or month.
Watch this quick, 13-minute video for more details on what a marketing plan is and how to make one yourself:
Typically, a marketing plan includes:
For example, this marketing plan template provides a high-level overview of the business and competitors before diving deep into specific goals, KPIs and tactics:
Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy . And a well-defined plan will help you stay focused on your high-level marketing goals.
With Venngage’s extensive catalog of marketing plan templates , creating your marketing plan isn’t going to be hard or tedious. In fact, Venngage has plenty of helpful communications and design resources for marketers. If you’re ready to get started, sign up for Venngage for Marketers now. It’s free to register and start designing.
Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, Venngage for Marketers helps you get things done.
As mentioned above, the scope of your marketing plan varies depending on its purpose or the type of organization it’s for.
For example, you could look for performance marketing agency to create a marketing plan that provides an overview of a company’s entire marketing strategy or simply focus on a specific channel like SEO, social media marketing, content marketing and more, like in this example:
A typical outline of a marketing plan includes:
Below you will see in details how to write each section as well as some examples of how you can design each section in a marketing plan.
Starting your marketing plan off on the right foot is important. You want to pull people into your amazing plan for marketing domination. Not bore them to tears.
One of the best ways to get people excited to read your marketing plan is with a well-written executive summary. An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.
Basically, you can use the Executive Summary as a primer for the rest of your marketing plan.
Include things like:
Try to keep your executive summary rather brief and to the point. You aren’t writing a novel, so try to keep it under three to four paragraphs.
Take a look at the executive summary in the marketing plan example below:
The executive summary is only two paragraphs long — short but effective.
The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. But there’s no mention of specific metrics or figures. That will be highlighted in the next section of the marketing plan.
An effective executive summary should have enough information to pique the reader’s interest, but not bog them down with specifics yet. That’s what the rest of your marketing plan is for!
The executive summary also sets the tone for your marketing plan. Think about what tone will fit your brand ? Friendly and humorous? Professional and reliable? Inspiring and visionary?
After you perfect your executive summary, it’s time to outline your marketing goals.
(If you’ve never set data-driven goals like this before, it would be worth reading this growth strategy guide ).
This is one of the most important parts of the entire marketing plan, so be sure to take your time and be as clear as possible. Moreover, optimizing your marketing funnel is key. Employing effective funnel software can simplify operations and provide valuable customer insights. It facilitates lead tracking, conversion rate analysis, and efficient marketing optimization .
As a rule of thumb, be as specific as possible. The folks over at VoyMedia advise that you should set goals that impact website traffic, conversions, and customer success — and to use real numbers. Complement your goals with website optimization tools (e.g., A/B testing speed with Nostra – check Nostra AI review to learn more) to further improve conversions.
Avoid outlining vague goals like:
Instead, identify key performance metrics (KPI) you want to impact and the percentage you want to increase them by.
Take a look at the goals page in the marketing plan example below:
They not only identify a specific metric in each of their goals, but they also set a timeline for when they will be increased.
The same vague goals listed earlier become much clearer when specific numbers and timelines are applied to them:
You can dive even deeper into your marketing goals if you want (generally, the more specific, the better). Here’s a marketing plan example that shows how to outline your growth goals:
Now, this may not seem like the most important part of your marketing plan, but I think it holds a ton of value.
Outlining your user personas is an important part of a marketing plan that should not be overlooked.
You should be asking not just how you can get the most visitors to your business, but how you can get the right visitors.
Who are your ideal customers? What are their goals? What are their biggest problems? How does your business solve customer problems?
Answering these questions will take lots of research, but it’s essential information to get.
Some ways to conduct user research are:
Then, you will need to compile your user data into a user persona guide.
Take a look at how detailed this user persona template is below:
Taking the time to identify specific demographic traits, habits and goals will make it easier for you to cater your marketing plan to them.
Here’s how you can create a user persona guide:
The first thing you should add is a profile picture or icon for each user persona. It can help to put a face to your personas, so they seem more real.
Next, list demographic information like:
The user persona example above uses sliding scales to identify personality traits like introversion vs. extroversion and thinking vs. feeling. Identifying what type of personality your target users tend to have an influence on the messaging you use in your marketing content.
Meanwhile, this user persona guide identifies specific challenges the user faces each day:
But if you don’t want to go into such precise detail, you can stick to basic information, like in this marketing plan example:
Most businesses will have a few different types of target users. That’s why it’s pertinent to identify and create several different user personas . That way, you can better segment your marketing campaigns and set separate goals, if necessary.
Here’s a marketing plan example with a segmented user persona guide:
The important thing is for your team or client to have a clear picture of who their target user is and how they can appeal to their specific problems.
Start creating robust user personas using Venngage’s user persona guide .
Next, on the marketing plan checklist, we have the competitor research section. This section will help you identify who your competitors are, what they’re doing, and how you could carve yourself a place alongside them in your niche — and ideally, surpass them. It’s something you can learn to do with rank tracking software .
Competitor research is also incredibly important if you are starting a blog .
Typically, your competitor research should include:
Also, take as deep a dive as you can into the strategies they use across their:
Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. Bookmark has a great guide to different marketing strategies for small businesses if you need some more information there.
You can use this simple SWOT analysis worksheet to quickly work through all parts of their strategy as well:
Click the template above to create a SWOT chart . Customize the template to your liking — no design know-how needed.
Since you have already done all the research beforehand, adding this information to your marketing plan shouldn’t be that hard.
In this marketing plan example, some high-level research is outlined for 3 competing brands:
But you could take a deeper dive into different facets of your competitors’ strategies. This marketing plan example analyses a competitor’s content marketing strategy:
It can also be helpful to divide your competitors into Primary and Secondary groups. For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.
Your most dangerous competitors may not even be in the same industry as you. Like the CEO of Netflix said, “Sleep is our competition.”
It’s pretty hard to plan for the future if you don’t know where your business stands right now.
Before we do anything at Venngage, we find the baselines so we can compare future results to something. We do it so much it’s almost like second nature now!
Setting baselines will allow you to more accurately track your progress. You will also be able to better analyze what worked and what didn’t work, so you can build a stronger strategy. It will definitely help them clearly understand your goals and strategy as well.
Here’s a marketing plan example where the baselines are visualized:
Another way to include baselines in your plan is with a simple chart, like in the marketing plan example below:
Because data can be intimidating to a lot of people, visualizing your data using charts and infographics will help demystify the information.
After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.
Once again, it’s easier to communicate your information to your team or clients using visuals .
Mind maps are an effective way to show how a strategy with many moving parts ties together. For example, this mind map shows how the four main components of a marketing strategy interact together:
You can also use a flow chart to map out your strategy by objectives:
However you choose to visualize your strategy, your team should know exactly what they need to do. This is not the time to keep your cards close to your chest.
Your strategy section may need to take up a few pages to explain, like in the marketing plan example below:
With all of this information, even someone from the development team will understand what the marketing team is working on.
This minimalistic marketing plan example uses color blocks to make the different parts of the strategy easy to scan:
Breaking your strategy down into tasks will make it easier to tackle.
Another important way to visualize your marketing strategy is to create a project roadmap. A project roadmap visualizes the timeline of your product with individual tasks. Our roadmap maker can help you with this.
For example, this project roadmap shows how tasks on both the marketing and web design side run parallel to each other:
A simple timeline can also be used in your marketing plan:
Or a mind map, if you want to include a ton of information in a more organized way:
Even a simple “Next, Now, Later” chart can help visualize your strategy:
Close your marketing plan with a brief explanation of how you plan to track or measure your results. This will save you a lot of frustration down the line by standardizing how you track results across your team.
Like the other sections of your marketing plan, you can choose how in-depth you want to go. But there need to be some clear guidelines on how to measure the progress and results of your marketing plan.
At the bare minimum, your results tracking guidelines should specify:
But you can more add tracking guidelines to your marketing plan if you see the need to. You may also want to include a template that your team or client can follow, for client reporting , ensure that the right metrics are being tracked.
The marketing plan example below dedicates a whole page to tracking criteria:
Use a task tracker to track tasks and marketing results, and a checklist maker to note down tasks, important life events, or tracking your daily life.
Similarly, the marketing plan example below talks about tracking content marketing instead:
Marketing plan vs. marketing strategy
Although often used interchangeably, the terms “marketing plan” and “marketing strategy” do have some differences.
Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. As a business, you can create a marketing proposal for the marketing strategies defined in your company’s marketing plan. There are various marketing proposal examples that you can look at to help with this.
A company’s extended marketing strategy can be like this:
Notice how it’s more general and doesn’t include the actual activities required to complete each strategy or the timeframe those marketing activities will take place. That kind of information is included in a marketing plan, like this marketing plan template which talks about the content strategy in detail:
While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. Here’s a breakdown of the key differences:
Business plan is a comprehensive document that outlines all aspects of your business, including:
Marketing plan on the other hand, dives deep into the specific strategies and tactics related to your marketing efforts. It expands on the marketing section of a business plan by detailing:
In short, business plans paint the entire business picture, while marketing plans zoom in on the specific strategies used to reach your target audience and achieve marketing goals.
Let’s take a look at several types of marketing plans you can create, along with specific examples for each.
This is a good example of a marketing plan that covers the overarching annual marketing strategy for a company:
Another good example would be this Starbucks marketing plan:
This one-page marketing plan example from coffee chain Starbucks has everything at a glance. The bold headers and subheadings make it easier to segment the sections so readers can focus on the area most relevant to them.
What we like about this example is how much it covers. From the ideal buyer persona to actional activities, as well as positioning and metrics, this marketing plan has it all.
Another marketing plan example that caught our eye is this one from Cengage. Although a bit text-heavy and traditional, it explains the various sections well. The clean layout makes this plan easy to read and absorb.
The last marketing plan example we would like to feature in this section is this one from Lush cosmetics.
It is a long one but it’s also very detailed. The plan outlines numerous areas, including the company mission, SWOT analysis , brand positioning, packaging, geographical criteria, and much more.
A content marketing plan highlights different strategies , campaigns or tactics you can use for your content to help your business reach its goals.
This one-page marketing plan example from Contently outlines a content strategy and workflow using simple colors and blocks. The bullet points detail more information but this plan can easily be understood at a glance, which makes it so effective.
For a more detailed content marketing plan example, take a look at this template which features an editorial calendar you can share with the whole team:
Your SEO marketing plan highlights what you plan to do for your SEO marketing strategy . This could include tactics for website on-page optimization , off-page optimization using AI SEO , and link building using an SEO PowerSuite backlink API for quick backlink profile checks.
This SEO marketing plan example discusses in detail the target audience of the business and the SEO plan laid out in different stages:
Your social media marketing plan presents what you’ll do to reach your marketing goal through social media. This could include tactics specific to each social media channel that you own, recommendations on developing a new channel, specific campaigns you want to run, and so on, like how B2B channels use Linkedin to generate leads with automation tools and expand their customer base; or like making use of Twitter walls that could display live Twitter feeds from Twitter in real-time on digital screens.
For B2C brands, you can target Facebook and Instagram. Gain Instagram likes to build trust for your brand’s profile and post engaging content on both platforms. Leverage AI social media tools to automate and scale your content plan..
Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:
This could cover your paid marketing strategy (which can include search ads, paid social media ads, traditional advertisements, etc.), email marketing strategy and more. Here’s an example:
Here’s a free nonprofit marketing plan example that is ideal for organizations with a comprehensive vision to share. It’s a simple plan that is incredibly effective. Not only does the plan outline the core values of the company, it also shares the ideal buyer persona.
Note how the branding is consistent throughout this example so there is no doubt which company is presenting this plan. The content plan is an added incentive for anyone viewing the document to go ahead and give the team the green light.
Two-page marketing plan samples aren’t very common, but this free template proves how effective they are. There’s a dedicated section for business goals as well as for project planning .
The milestones for the marketing campaign are clearly laid out, which is a great way to show how organized this business strategy is.
This marketing plan template is perfect for small businesses who set out to develop an overarching marketing strategy for the whole year:
Notice how this aligns pretty well with the marketing plan outline we discussed in previous sections.
In terms of specific tactics for the company’s marketing strategy, the template only discusses SEO strategy, but you can certainly expand on that section to discuss any other strategies — such as link building , that you would like to build out a complete marketing plan for.
Marketing plans, like the sample below, are a great way to highlight what your business strategy and the proposal you wan to put forward to win potential customers.
This one-page marketing plan example is great for showcasing marketing efforts in a persuasive presentation or to print out for an in-person meeting.
Note how the fact sheet breaks down the marketing budget as well as the key metrics for the organization. You can win over clients and partners with a plan like this.
This one-page sample marketing plan clearly outlines the marketing objectives for the organization. It’s a simple but effective way to share a large amount of information in a short amount of time.
What really works with this example is that includes a mission statement, key contact information alongside all the key metrics.
This press kit marketing plan template is bright and unmistakable as belonging to the Cloud Nine marketing agency . The way the brand colors are used also helps diversify the layouts for each page, making the plan easier to read.
We like the way the marketing department has outlined the important facts about the organization. The bold and large numbers draw the eye and look impressive.
Start your marketing campaign on a promising note with this marketing plan template. It’s short, sharp and to the point. The table of contents sets out the agenda, and there’s a page for the company overview and mission statement.
A complete marketing plan example, like the one below, not only breaks down the business goals to be achieved but a whole lot more. Note how the terms and conditions and payment schedule are included, which makes this one of the most comprehensive marketing plans on our list.
Marketing plans should include:
An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies. Its main goal is to provide readers with a quick understanding of the plan’s purpose and to entice them to read further.
When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement , improved sales and revenue, and strengthened customer loyalty.
The first section of a marketing plan is typically the “Executive Summary,” which provides a concise overview of the entire plan, including the business’s goals and the strategies to achieve them.
More marketing design guides and templates:
Discover popular designs
Infographic maker
Brochure maker
White paper online
Newsletter creator
Flyer maker
Timeline maker
Letterhead maker
Mind map maker
Ebook maker
You might be using an unsupported or outdated browser. To get the best possible experience please use the latest version of Chrome, Firefox, Safari, or Microsoft Edge to view this website. |
Updated: Jun 3, 2024, 1:03pm
Components of an executive summary, how to write an executive summary, example of an executive summary, frequently asked questions.
A business plan is a document that you create that outlines your company’s objectives and how you plan to meet those objectives. Every business plan has key sections such as management and marketing. It should also have an executive summary, which is a synopsis of each of the plan sections in a one- to two-page overview. This guide will help you create an executive summary for your business plan that is comprehensive while being concise.
Featured Partners
ZenBusiness
$0 + State Fees
Varies By State & Package
On ZenBusiness' Website
On LegalZoom's Website
Northwest Registered Agent
$39 + State Fees
On Northwest Registered Agent's Website
$0 + State Fee
On Formations' Website
The executive summary should mimic the sections found in the business plan . It is just a more concise way of stating what’s in the plan so that a reader can get a broad overview of what to expect.
State the company’s mission statement and provide a few sentences on what the company’s purpose is.
This section describes the basics of where the company is located, how long it has been in operation, who is running it and what their level of experience is. Remember that this is a summary and that you’ll expand on management experience within the business plan itself. But the reader should know the basics of the company structure and who is running the company from this section.
This section tells the reader what the product or service of the company is. Every company does something. This is where you outline exactly what you do and how you solve a problem for the consumer.
This is an important section that summarizes how large the market is for the product or service. In the business plan, you’ll do a complete market analysis. Here, you will write the key takeaways that show that you have the potential to grow the business because there are consumers in the market for it.
This is where you will summarize what makes you better than the competitors. Identify key strengths that will be reasons why consumers will choose you over another company.
This is where you estimate the sales projections for the first years in business. At a minimum, you should have at least one year’s projections, but it may be better to have three to five years if you can project that far ahead.
This states what it will cost to get the company launched and running. You may tackle this as a first-year requirement or if you have made further projections, look at two to three years of cost needs.
The executive summary is found at the start of the business plan, even though it is a summary of the plan. However, you should write the executive summary last. Writing the summary once you have done the work and written the business plan will be easier. After all, it is a summary of what is in the plan. Keep the executive summary limited to two pages so that it doesn’t take someone a long time to peruse what the summary says.
Click to get started.
It might be easier to write an executive summary if you know what to expect. Here is an example of an executive summary that you can use as a template.
Writing an executive summary doesn’t need to be difficult if you’ve already done the work of writing the business plan itself. Take the elements from the plan and summarize each section. Point out key details that will make the reader want to learn more about the company and its financing needs.
An executive summary should be one to two pages and no more. This is just enough information to help the reader determine their overall interest in the company.
The executive summary uses keywords to help sell the idea of the business. As such, there may be enumeration, causation and contrasting words.
If you have business partners, make sure to collaborate with them to ensure that the plan accurately reflects the goals of all parties involved. You can use our simple business plan template to get started.
When writing out a business plan, you want to make sure that you cover everything related to your concept for the business, an analysis of the industry―including potential customers and an overview of the market for your goods or services―how you plan to execute your vision for the business, how you plan to grow the business if it becomes successful and all financial data around the business, including current cash on hand, potential investors and budget plans for the next few years.
Kimberlee Leonard has 22 years of experience as a freelance writer. Her work has been featured on US News and World Report, Business.com and Fit Small Business. She brings practical experience as a business owner and insurance agent to her role as a small business writer.
Cassie is a deputy editor collaborating with teams around the world while living in the beautiful hills of Kentucky. Focusing on bringing growth to small businesses, she is passionate about economic development and has held positions on the boards of directors of two non-profit organizations seeking to revitalize her former railroad town. Prior to joining the team at Forbes Advisor, Cassie was a content operations manager and copywriting manager.
The Business Plan and the Importance of Defining Your Target Market
Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.
Polling your target market, writing the market analysis, online tools for market research, u.s. online market research sources, canadian online market research, local sources of market research, doing your own market research.
Creative Commons CC0
The market analysis is basically the target market section of your business plan . It is a thorough examination of the ideal people to whom you intend to sell your products or services.
Even if you intend on selling a product or service only in your community, you won't be selling that service to everyone who lives there. Knowing exactly what type(s) of people might be interested in buying your product or service and how many of them reside in your projected area or region is fundamental in creating your market analysis.
Once target market data has been established, you'll also work on sales projections within specific time frames, as well as how prospective sales might be affected by trends and policies.
Research is key and cornerstone of any solid business plan .
Don't skip market research; otherwise, you could end up starting a business that doesn't have a paying market.
Use these general terms as linchpins in research data for the market analysis section of your business plan, and to identify your target market:
What age range are you catering products/services to? Kids? Adults? Seniors? Gen X? Millennials? | |
Are you targeting men, women, or both sexes? | |
Are your target customers married or single, or divorced? | |
What is their family structure (number of children, extended family, etc.)? | |
Where do they live? Are you selling locally? Regionally, nationally, or internationally? | |
How much education do they have? | |
What is their income? | |
What do they do for a living? | |
Are they members of a particular religious group? | |
Are they members of a particular language group? | |
What is their lifestyle like? | |
What motivates them? | |
What is the size of the target market? |
But don't stop here. To succinctly define your target market, poll or survey members of your prospective clients or customers to ask specific questions directly related to your products or services. For instance, if you plan to sell computer-related services, ask questions relating to the number of computing devices your prospective customers own and how often they require servicing. If you plan on selling garden furniture and accessories, ask what kinds of garden furniture or accessories your potential customers have bought in the past, how often, and what they expect to buy within the next one, three, and five years.
Answers to these and other questions related to your market are to help you understand your market potential.
The goal of the information you collect is to help you project how much of your product or service you'll be able to sell. Review these important questions you need to try to answer using the data you collect:
One purpose of the market analysis is to ensure you have a viable business idea.
Use your market research to make sure people don't just like your business idea, but they're also willing to pay for it.
If you have information suggesting that you have a large enough market to sustain your business goals, write the market analysis in the form of several short paragraphs using appropriate headings for each. If you have several target markets, you may want to number each.
Sections of your market analysis should include:
Remember to properly cite your sources of information within the body of your market analysis as you write it. You and other readers of your business plan, such as potential investors, will need to know the sources of the statistics or opinions that you've gathered.
There are several online resources to learn if your business idea is something worth pursing, including:
The U.S. Small Business Administration (SBA) has information on doing your market research and analysis , as well as a list of free small business data and trends resources you can use to conduct your research. Consider these sources for data collection:
The Government of Canada offers a guide on doing market research and tips for understanding the data you collect. Canadian data resources include:
There are also a great many local resources for building target market information to explore, including:
All of these will have information helpful in defining your target market and providing insights into trends.
The above resources are secondary sources of information, in which others have collected and compiled the data. To get specific information about your business, consider conducting your own market research . For instance, you might want to design a questionnaire and survey your target market to learn more about their habits and preferences relating to your product or service.
Market research is time-consuming but is an important step in affording your business plan validity. If you don't have the time or the research skills to thoroughly define your target market yourself, hiring a person or firm to do the research for you can be a wise investment.
Small Business Administration. " Market Research and Competitive Analysis. " Accessed Jan. 13, 2020.
Published: December 27, 2023
For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you’ve suggested.
Now, your boss wants you to write and present a content marketing plan, but you‘ve never done something like that before. You don't even know where to start.
Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.
A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.
The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.
Writing a marketing plan will help you think of each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.
Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started .
To learn more about how to create your marketing plan, keep reading or jump to the section you’re looking for:
Types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.
If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.
A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.
A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.
I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.
Keep in mind that there's a difference between a marketing plan and a marketing strategy.
Outline your company's marketing strategy in one simple, coherent plan.
All fields are required.
Click this link to access this resource at any time.
A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.
For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.
A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.
For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.
The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.
To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and a Twitter account.
Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.
Learn what they are below.
Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business‘s main mission statement.
From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.
Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.
Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .
KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.
Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.
Also, make sure to check whether your current reporting software facilitates the KPIs you need. Some reporting tools can only measure a set of pre-defined metrics, which can cause massive headaches in particular marketing campaigns.
However, other tools, like HubSpot’s analytics software , can offer full flexibility over the KPIs you wish to track. You can generate custom reports that reveal anything from average website engagement rates to page visits via organic, email, social media traffic, and more.
These KPIs will come into the conversation again in step 4.
A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.
Create your buyer personas with this free guide and set of buyer persona templates.
Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.
When I write this section , I like to stipulate:
Fill out this form to access the template., 5. clearly define your plan's omissions..
A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.
If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can’t please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.
In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.
Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.
You can establish your marketing budget with this kit of 8 free marketing budget templates .
Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.
Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.
Easily track and analyze your competitors with this collection of ten free competitive analysis templates .
With your marketing plan fully fleshed out, it's time to explain who’s doing what. I don't like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.
Now that you know why you need to build an effective marketing plan, it’s time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.
Ready to make your own marketing plan? Get started using this free template.
Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:
These plans highlight the strategies or campaigns you'll take on in a certain period.
Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:
If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.
This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.
Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:
When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.
Snow wrote a blog post about how the waterfall‘s content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you’ll learn how he:
I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.
This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.
HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:
At HubSpot, we‘ve built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we’ve learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.
In this comprehensive guide for modern marketers, you'll learn:
This is a fantastic resource for content teams of any size — whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.
This will be a roadmap for the strategies and tactics you‘ll implement to promote a new product. And if you’re searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product :
After reading this plan, you'll learn how to:
If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.
Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour’s Growth Marketing Plan Template :
Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:
I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.
It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.
For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors — thus entering the consideration stage — the emails will focus more on the college application process and other exploratory content.
This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.
It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.
This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.
The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.
Wright County Economic Development’s plan drew our attention because of its simplicity, making it good inspiration for those who’d like to outline their plan in broad strokes without frills or filler.
It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who’d like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative — which is critical information to include for upper-level managers and other stakeholders.
This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.
For instance, an entire slide is dedicated to the county’s cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.
That’s a critical piece of information to include for those who might not know. If you’re addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.
Cabarrus County’s convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county’s target audience, channels, goals, KPIs, and public relations strategies and initiatives.
We especially love that the plan includes contact information for the bureau’s staff members, so that it’s easy for stakeholders to contact the appropriate person for a specific query.
Visit Billing’s comprehensive marketing plan is like Cabarrus County’s in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.
We especially love its content strategy section, where it details the organization’s prior efforts and current objectives for each content platform.
At the end, it includes strategic goals and budgets — a good move to imitate if your primary audience would not need this information highlighted at the forefront.
In my experience, most marketing plans outline the following aspects of a business's marketing:
Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.
For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:
Featured resource : Free Marketing Plan Template
A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.
That said, most marketing plans will include sections for one or more of the following:
This can help you build the best marketing plan for your business.
A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.
Featured resource : Value Proposition Templates
When you‘re planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It’s literally how you get there that matters.
Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.
That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:
Questions are a useful tool for when you‘re stuck or want to make sure you’ve included important details.
Try using one or more of these questions as a starting point when you create your marketing plan:
Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.
Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.
Featured resource : Free Marketing Budget Templates
A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.
It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:
Let’s create a sample plan together, step by step.
Follow along with HubSpot's free Marketing Plan Template .
Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience’s valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.
For example, if I wanted to focus on social media growth, my KPIs might look like this:
We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform].
The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.
Use the following categories to create a target audience for your campaign.
For more useful strategies, consider creating a buyer persona in our Make My Persona tool .
Our content pillars will be: [X, Y, Z].
Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.
Then, determine any omissions.
This marketing plan won’t be focusing on the following areas of improvement: [A, B, C].
Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.
I like to work through the following questions to clearly indicate who my competitors are:
Create responsible parties for each portion of the plan.
Marketing will manage the content plan, implementation, and community interaction to reach the KPIs.
Sales will follow the line of the marketing work while creating and implementing an outreach strategy.
Customer Service will nurture clients’ relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].
Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].
These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.
Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.
Related articles.
Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform
This article is part of a series on how to write a great business plan .
Market research is critical to business success. A good business plan analyzes and evaluates customer demographics, purchasing habits, buying cycles, and willingness to adopt new products and services.
The process starts with understanding your market--and the opportunities inherent in that market. And that means you'll need to do a little research. Before you start a business you must be sure there is a viable market for what you plan to offer.
That process requires asking--and more importantly answering--a number of questions. The more thoroughly you answer the following questions, the better you will understand your market.
Start by evaluating the market at a relatively high level, answering some high-level questions about your market and your industry:
Fortunately you've already done some of the legwork. You've already defined and mapped out your products and services. The Market Opportunities section provides a sense-check of that analysis, which is particularly important since choosing the right products and services is such a critical factor in business success.
But your analysis should go farther: Great products are great... but there still must be a market for those products. (Ferraris are awesome but you're unlikely to sell many where I live.)
So let's dig deeper and quantify your market. Your goal is to thoroughly understand the characteristics and purchasing ability of potential customers in your market. A little Googling can yield a tremendous amount of data.
For the market you hope to serve, determine:
The key is to understand the market in general terms and then to dig deeper to understand whether there are specific segments within that market--the segments you plan to target--that can become customers and support the growth of your business.
Also keep in mind that if you plan to sell products online the global marketplace is incredibly crowded and competitive. Any business can sell a product online and ship that product around the world. Don't simply assume that just because "the bicycle industry is a $62 billion business" (a number I just made up) that you can capture a meaningful percentage of that market.
On the other hand, if you live in an area with 50,000 people and there's only one bicycle shop, you may be able to enter that market and attract a major portion of bicycle customers in your area.
Always remember it's much easier to serve a market you can define and quantify.
After you complete your research you may feel a little overwhelmed. While data is good, and more data is great, sifting through and making sense of too much data can be daunting.
For the purposes of your business plan, narrow your focus and focus on answering these main questions:
The Market Opportunities section for our cycling rental business could start something like this:
Consumer spending on cycling equipment reached $9,250,000 in the states of VA, WV, MD, and NC last year. While we expect sales to rise, for the purposes of performing a conservative analysis we have projected a zero growth rate for the next three years.
In those states 2,500,000 people visited a national forest last year. Our target market includes customers visiting the Shenandoah National Forest; last year 120,000 people visited the area during spring, summer, and fall months.
Over time, however, we do expect equipment rentals and sales to increase as the popularity of cycling continues to rise. In particular we forecast a spike in demand in 2015 since the national road racing championships will be held in Richmond, VA.
Participation and population trends favor our venture:
According to the latest studies, recreation spending in our target market has grown by 14% per year for the past three years.
In addition, we anticipate greater than industry-norm growth rates for cycling in the area due to the increase in popularity of cycling events like the Alpine Loop Gran Fondo.
Out target market has one basic need: The availability to source bicycle rentals at a competitive price. Our only other competition are the bike shops in Harrisonburg, VA, and our location will give us a competitive advantage over those and other companies who try to serve our market.
You may want to add other categories to this section based on your particular industry.
For example, you may want to provide information about Market Segments. In our case the cycling rental business does not require much segmentation. Rentals are typically not broken down into segments like "inexpensive," "mid-range," and "high-end." For the most part rental bikes are more of a commodity. (Although you'll notice in our Products and Services section we decided to provide "high-end" rentals.)
But say you decide to open a clothing store. You could focus on high fashion, or children's clothes, or outdoor wear, or casual... you could segment the market in a number of ways. If that's the case, provide detail on segmentation that supports your plan.
The key is to define your market and then show how you will serve your market.
Now let's take a look at the next major component in a business plan: your Sales and Marketing strategies.
More in this series:
The Daily Digest for Entrepreneurs and Business Leaders
Privacy Policy
How do you turn your brilliant business idea into a reality? You've done your homework and know that to get investors or partners, you need a business plan . But more than that, you want to really stand out and make a strong first impression—and that's where the business plan executive summary steps in.
This key section gives a quick snapshot of your entire business strategy, and is designed to catch the interest of potential investors, stakeholders, or partners. It can be the difference between landing that dream deal or getting lost in the slush pile.
So, what's better than a business plan executive summary example to point you in the right direction? Below, you'll find a great one—plus tips on what to include, what to avoid, and how to craft yours.
A business plan executive summary is a condensed overview of the key elements of your business plan. It introduces your business, what you offer (products or services), your target market, and what sets you apart from the competition. It also outlines your financial projections and funding needs (if applicable) and gives a clear picture of your company description and vision.
Your business plan executive summary could be decisive in several situations:
Now that you understand the importance of an executive summary in a business plan, let’s see the key components that make up a winning one.
Crafting an effective executive summary means transforming the most critical elements of your business plan into a clear and compelling story. It's typically positioned at the beginning of the document but is written last to ensure it accurately reflects the entire plan.
Here are the key parts of an executive summary in a business plan:
Your mission statement is the heart of your business; it can grab your audience's attention and clarify your business’s core values and objectives. Briefly describe your company’s purpose and what you aim to achieve.
Provide a brief overview of your business’s history, noting key milestones and achievements. Introduce your management team, highlighting their experience and expertise. This section helps build credibility and shows that you have a capable team behind the business.
Describe the products or services your business offers, focusing on what makes them unique and how they meet market needs. This part should clearly explain the value your offerings provide.
Define your target customers, including their demographics, needs, and pain points. Highlight the demand for your products or services and how your business meets this demand. Assess your main competitors, identifying their strengths, weaknesses, and market share.
Identify what sets your business apart from the competition. This could be unique technology, excellent customer service, a strong brand, patents, or trademarks—anything that really gives you an edge. Emphasize these strengths to show why your business will thrive in the market.
Give a high-level overview of your financial projections, covering revenue, profit margins, and growth expectations. This section should reassure readers about your business’s financial viability and potential for success. Do not forget to include the amount of funding you're seeking and how you'll use it to achieve your goals.
Speaking of funding, you can build your dream business with the help of a high-paying job—browse open jobs on The Muse »
So, how do you write an executive summary for a business plan? Here's what you should do—and what you should avoid.
Wondering how these tips look in action? Here's the business plan summary example you've been looking for.
This one is for a fictitious company—let's call it Econnovate—specializing in renewable energy solutions. Use it as a guide to craft your own business plan executive summary.
Econnovate is revolutionizing the energy landscape with innovative, sustainable solutions that empower businesses and communities to embrace a cleaner future. Our mission is to use the power of renewable energy sources to provide innovative, affordable, and sustainable energy solutions to reduce our reliance on fossil fuels and create a more environmentally conscious world.
Founded in 2021, Econnovate is a team of passionate engineers and environmental enthusiasts dedicated to developing cutting-edge renewable energy technologies. Our team boasts over 50 years of combined industry experience, including experts in technology, marketing, and operations. Headquartered in Denver, CO, we operate with a global mindset, serving clients across diverse industries and geographies.
Econnovate's flagship product, SolarMax, is a cutting-edge solar panel system that offers 20% more efficiency than conventional panels. Additionally, we provide EcoBattery, a state-of-the-art energy storage solution that maximizes the utility of our solar panels, ensuring energy availability even during non-sunny periods. Our products are designed to be both cost-effective and easy to install, making sustainable energy accessible to a wider audience.
The global renewable energy market is expected to grow at a CAGR of 7.8% over the next decade. Our target market includes environmentally conscious homeowners and businesses seeking sustainable energy solutions. With increasing regulatory support and growing environmental awareness, the demand for our products is poised for substantial growth.
Econnovate’s proprietary solar technology not only increases efficiency but also reduces costs, giving us a significant edge over competitors. We not only provide renewable energy solutions but also adhere to sustainable practices in our own operations. Additionally, our exceptional customer service and strong brand reputation further differentiate us in the marketplace. We also offer comprehensive warranties and maintenance services, ensuring long-term customer satisfaction and loyalty.
We project a 30% annual revenue growth over the next five years, with profitability expected to be achieved by year three. Our robust financial model is based on conservative estimates and thorough market analysis. By year five, we anticipate generating $50 million in annual revenue, with a healthy profit margin of 15%.
We are seeking $2 million in funding to scale our manufacturing capabilities and expand our market reach. This investment will enable Econnovate to double production capacity and increase market share by 15% within two years. The funds will be allocated to enhancing our production facilities, boosting our marketing plan, and expanding our sales team.
It's a concise summary of the key points of a business plan, highlighting the business’s mission, products or services, market, competitive advantages, financial projections, and funding needs. The goal is to give a quick overview that captures the reader’s interest and encourages them to read the full plan.
An executive summary is typically one to two pages long. It should provide a concise overview without overwhelming the reader. Focus on the most important aspects of your business plan, making sure each point is clear and impactful.
Yes! Templates offer an effective structure and help ensure you cover all essential elements. But don't just fill in the blanks. Tailor the template to fit your business and make it your own. (Feel free to use our example as a guide.)
An executive summary is typically written in the third person to maintain a professional tone. However, if your business plan is for internal use or a more personal presentation, using the first person can be appropriate. The key is to keep your writing clear and professional at all times.
To make your executive summary stand out, focus on being clear and compelling. Start with a strong opening statement that grabs attention. Use visual elements like bullet points, headings, and charts to make it easy to read. Highlight your unique selling points and ensure your summary is free of complex jargon and technical language.
Remember, your executive summary is often the first impression of your business, so make it count!
The Market Summary is a key element within the business plan but many people are confused about what to include when it comes to actually writing it.
The purpose of the Market Summary section is to describe the current state of the industry specific to your particular location and how your product or service will have relevance due to current or upcoming trends. Unlike the Executive Summary or Company Summary sections – this is the point in the business plan where you can pull in some data points to convince the reader that your plan is solid and your business meets a legitimate need in the marketplace.
Below is an actual Market Summary section from a coffee shop business plan I wrote that you can use as a reference, or Save Time and Grab The Full Business Plan including the editable Word version and financial templates that you can use to just plug in your data.
Business Plan Market Summary: Coffee Shop
According to a nation-wide survey conducted by the National Coffee Association, among all beverages consumed in the U.S., coffee ranked third in daily consumption. Only two beverages, water and soft drinks are consumed more on a daily basis. Coffee is no longer considered a drink for older generations who “like it black.” Now, over half of the adult population drinks coffee everyday. One in ten 17- and 18-year-olds rated coffee as their top beverage of choice. As a result, several major coffee companies reported first-quarter earnings well over $100 million.
“The industry trade group Specialty Coffee Association of America (SCAA) reports that the industry is not even set to peak until the year 2015.”
Starbucks, a leader in the coffee industry, reported a net income earning of $xxx.x million in its first quarter for 20xx. To ensure year-round success, the company provides holiday specials and flavors, gift cards, and desserts. Our coffee shop will follow trends and employ many of these same proven business strategies.
The traditional cup of coffee is still popular with many, but the consumption of gourmet, or specialty coffee, drinks is on the rise. Specialty coffee sales are increasing by around 20% per year, and make up nearly 8% of the 18 billion dollar U.S. coffee market. The NCA reported that as many as 127 million members of the adult population 62% said that they drank gourmet coffee occasionally. With specialty coffee drinks ranging in price from $x.xx to over $x.xx in some cases, one can see that this is an extremely profitable industry. The average Starbucks’ customer, visiting the store between 15 and 18 times a month, is said to spend at least $x to $x per visit, according to CEO Orin Smith.
The coffee industry is still growing nationwide as more and more people are beginning to try gourmet coffee and tea. ABC City is poised for growth in the coffee industry, and should continue to experience growth through preferred demographic shift, increased exposure in town, and increased premium coffee drinking in nearby XYZ City.
According to demographic information provided by DemographicsNow SRC, LLC., the numbers of households in ABC City zip code xxxxx total 14,963. The average household income in this area is $52,063 with 19.6% in the range of $50,000 – $74,999 which is the highest category by percentage. Projections over the next five years indicate growth in this category by 7.8%, as well as growth in the $75,000 – $99,999 category by 27.2%. Wealth categories above $100,000 are projected to grow over 30% in the next five years.
Population for xxxxx is 33,783 with the largest category 14.5% of those between the ages of 25-34. 35-44 and 45-54 comprise the next two largest segments of the population at 13.8% and 13.5% respectively.
Educational attainment for households in the immediate area include 20.6% with some college, and 28.2% of the population with some form of higher education degree (Associates, Bachelors, or Graduate Degree). Another 24.8% have a high school diploma.
According to the SCAA, educational attainment has a direct bearing on coffee consumption. Individuals who finished college bought 49% more gourmet coffee on average, and those finishing with a post-graduate degree bought 71% more. The SCAA describes their typical customer as “an educated urban resident with disposable income to spend on fine coffee.”
This information about the neighboring community shows favorable trends for expendable income and growth within the immediate area, especially over the next five years.
Exposure for the premium coffee market is already starting in ABC City, as demand for a fresh cup of coffee is now being filled at ABC Mall. At least 5 other coffee shops in ABC City have been sustaining business as more people continue to find a way to satisfy their coffee craving here in town. Increased exposure and competition has a positive effect on sales because most coffee shops do not compete on price, but rather on coffee quality, atmosphere, and customer service.
With the exposure created by some of the larger national chains, consumers generally expect to pay a premium for a cup of specialty coffee. By leveraging the current exposure from nearby XYZ City, ABC City will soon expand the premium coffee drinking base, and growth in the market will continue. With over 40 coffee shop establishments in XYZ City, the number of coffee drinkers in the area continues to rise.
Part of this is due to the fact that the coffee business or more accurately the espresso business can be very profitable. Espresso is the “base” used in most specialty coffee drinks like a “latte” or “mocha”, in fact the cost of the ingredients in a 12 oz. latte is around .xx cents, according to Acorto coffee and equipment supplier. With customers already accustomed to paying $x.xx on average for a specialty coffee drink, profits can be substantial, for the dozens of espresso based drinks.
With more and more businesses and restaurants finding their way into ABC City, a relaxing coffee shop in which customers can unwind and finish off a night out of the house is inevitably in demand. However, in our area, there are relatively few coffee shops in existence. With such favorable trends and lack of market penetration, a coffee shop will create the perfect blend of business opportunities.
Our coffee shop will provide a relaxing, eclectic environment that will attract consumers of all ages. To maintain a loyal customer base, our coffee shop will sell an assortment of specialty drinks and coffee while differentiating itself from all competition by serving fresh baked pies and desserts. National trends are showing a long-term pattern of consumers purchasing decadent desserts, especially those containing chocolate, according to the U.S. Foodservice Market. By incorporating this niche into our coffee shop and providing high quality desserts, our shop will not only be a relaxing retreat from a hectic day, but it will also provide a boost to the bottom line, and remain a must-have staple for one’s sweet tooth.
About the Author
Craig is a small business marketer, author and entrepreneur with over 15 years of experience in business management and marketing. Google+
Your email address will not be published. Required fields are marked *
Save my name, email, and website in this browser for the next time I comment.
Color variations.
Ai generator.
Before you go so far in your business plans , you have to secure a market analysis that is based on a particular research. It does not only focus on providing you with an overview of the business industry, but it also gives you a conclusion from your research findings. There is no specific method to use in market analysis. It just have to demonstrate your expertise on the market and how it is being seen in the aspect of financial standpoint. You just always have to bear in mind that market analysis is a time-intensive process.
1. business market analysis template.
Size: 431 KB
Size: 394 KB
Size: 76 KB
Size: 365 KB
Size: 178 KB
Size: 983 KB
Size: 543 KB
Size: 282 KB
Market analysis is a type of assessment contained in a specific industry. This allows you to study the dynamics of your market such as buying patterns, competitions, value, customer segments and many more. This should be able to identify who your potential customers will be, their buying habits, the size of your target market, main competitors and your competitors’ strengths and weaknesses.
Market Analysis is designed to reduce risks, cope up with the trends, and the like. These can be used in several stages depending on the needs of a business. Even so, this type of assessment has to be updated to keep up with the major changes happening within the market.
1. Risk reduction – as soon as you have a better knowledge and understanding about the market trends, you will be able to know and be aware of its risks. If you want to protect your business, you can even make a SWOT analysis .
2. Target products and services – you will be placed in a better position to give your full service into your beloved costumers. Know who your customers are. In that way, you can use the information to cater each of your customers’ needs.
3. Trends – it is a good practice in every business to be the first to spot on a new opportunity. Using a market analysis would help you take advantage of the information and stay on top of the industry.
4. Revenue projections – most of market analysis use forecasts as it is used to project future trends and characteristics to your market. This will help you have an idea about your expected profit and and to budget them accordingly.
5. Benchmarks – your market analysis will provide you with benchmarks against how well you are doing in comparison to other businesses in the industry.
6. Marketing optimization – performing regular analysis will help you show in which aspect you need to work more and which aspect is performing well compared to others.
When you are to determine the market size , always use accurate and updated data. This will help you in evaluating the sales volume or a particular product or service. Aside from that, you can make forecasts about the development of your market in which it includes market growth and growth rates.
Using a market analysis, you will be able to back up your business ideas and recognize market potential even at an early age. It also allows you to view which products are already competing in the market.
Market analysis focuses on the specific market and identifies characteristics of a market. Market research means conducting a systematic investigation of a specific market that may provide information about your marketing instrument.
Bargaining power of customers, bargaining power o suppliers, threat of substitute products and markets, new competitors and market entry barriers and competitors in the market.
With the help of a market analysis in business, they can gain information about the market. Setting up a business would require you to investigate on your market to look for something new. They even helps you assess opportunities and risks. With market analysis, you can develop effective marketing strategies and take steps to make a successful implementation of your business plan.
Text prompt
10 Examples of Public speaking
20 Examples of Gas lighting
As you were browsing something about your browser made us think you were a bot. There are a few reasons this might happen:
To regain access, please make sure that cookies and JavaScript are enabled before reloading the page.
Types of assets.
Paid non-client promotion: Affiliate links for the products on this page are from partners that compensate us (see our advertiser disclosure with our list of partners for more details). However, our opinions are our own. See how we rate investing products to write unbiased product reviews.
When you sit down to calculate your net worth or do a full review of your finances, the first question you're faced with is: "What are your assets?" In the broadest sense of the word, the answer is: anything you own that has monetary value and can be exchanged for cash. Assets are owned by either individuals or companies. Whether it's a manufacturer with equipment that can be resold, or a person with a high-priced jewelry collection, if it's owned and has value, it's an asset. The most important feature of assets is that they can be used as resources to generate income today and in the future.
Accumulating assets can mean you are building wealth or acquiring items of value over time. When the things you own have some sort of value, you can always sell them and pocket the cash, whether you're a business or an individual. However, the way individuals manage their assets is different from the way companies do.
People tend to keep assets to build wealth so they can retire or use the assets as a financial resource. "An asset in the form of a dividend stock earns ongoing income for its owner and could be sold if needed, freeing up purchasing power," says Mark Berger, a CFP and Account Executive at Berger Financial Group .
With companies, on the other hand, assets represent items of value that can be used to promote or sustain growth in the business. This could be machinery used for manufacturing, inventory, annual sales, or receivables.
"Assets are listed on a balance sheet to show how they were accumulated," says Berger. "This helps companies keep track of what they own and can sell either within a fiscal year or what can be sold in the future once its value appreciates."
When you calculate your net worth, the formula is simple: assets minus liabilities. Liabilities are your debts and other financial obligations, while assets are what you own. So for example, if you own a home that is worth $250,000 but you owe $150,000 on your mortgage, that asset's value is $100,000.
It's important to determine the value of all your assets this way so you can use the information to calculate your net worth. If you have more debt than assets, your net worth will be negative. But it doesn't have to stay this way. What's important is knowing what your net worth is and tracking how it changes over time.
There are four main types of assets:
Liquid assets are things that can quickly and easily be converted to cash, such as bank accounts, certificates of deposit (CDs), stocks, or bonds. Liquid assets are unique in that not all your assets can be sold right now for cash without incurring some type of loss or fee on the sale.
These are things that take longer to convert to cash, including real estate, antiques, and collectibles. Your home would be an illiquid asset because even if you have a lot of equity in it, the sale could take a while depending on the local market conditions.
Tangible assets are physical things that you own. A tangible asset could be anything from cash in your bank account, to your car, and the furniture in your home. If you can physically touch and measure it, it's probably a tangible asset.
These types of assets are physical things and have a specific monetary value. Both businesses and individuals can own them. For example, a jewelry or art collection are both tangible assets a person might have. However, the concept of tangible assets most frequently appears in a business context.
Most companies evaluate two specific types of tangible assets: current and long-term. They're also called fixed or capital assets. The key differentiator between the two is how quickly the asset could be exchanged for cash. Among the most common are cash, equipment, inventory, real estate, machinery, land, and receivables.
"Your tangible assets are going to be anything to do with your transportation, your production capability, and manufacturing your service base," says Robert Smith , president and chief investment officer of Sage Advisory Services .
Intangible assets are non-physical items of value. They include things such as patents, copyrights, intellectual property, internet domain names, and a company's brand. You can't physically touch them, but they have value and can be converted into cash.
There are no limits based on age, contract, or regulatory obligations. Companies tend to record intangible assets on a balance sheet but include only things that the business buys or acquires (like a patent, email list, or a solid website) are included. The intangible asset must have a long life span and value that's clearly identifiable.
Sooner or later, a business will acquire an intangible asset, whether it's obtaining a license to operate, building the brand's name (which results in a direct increase of profit), or trademarking something. These assets can be acquired by:
There are also current assets and fixed assets, which you hear more about in a business context.
"Current assets are the category of a company's resources that are expected to be used over the course of normal business operations over the near term, less than one year into the future," says Matt Stucky, a senior portfolio manager with Northwestern Mutual Wealth Management Co.
Stucky says a company's current assets can offer a lens into how much liquidity the company will have to fund its everyday operations and meet near-term financial obligations. These short-term assets could include the money a company will use to pay employees or buy supplies, along with the inventory it's currently selling to customers.
Whether an asset gets classified as a current or noncurrent asset depends on how long the company expects it will take to turn the asset into cash. Assets must be used or converted within a year (or, within one operating cycle if that's longer than a year) to qualify.
A fixed asset is an accounting term that's used to distinguish between assets that will be quickly used up (i.e., current assets) and assets that will provide value for a longer period. A company's fixed assets may include the land, machinery, and other tangible equipment that it will use to create the products and services it sells.
Mike Zeiter, a CPA/PFS and CFP who runs Zeiter Tax Services , says generally, the easiest way to determine if something is considered a fixed asset is if it will last for more than one year.
Fixed assets are contrasted by current assets, which get used up within a single operating cycle. For example, a toy company may buy an assembly machine that will last 20 years (a fixed asset) and use it to combine toy parts (current assets) to create the toys it sells.
Fixed asset generally refers to tangible assets as opposed to intangible noncurrent assets, such as patents, trademarks, and goodwill. Fixed assets are also called noncurrent assets, long-term assets, or long-lived assets, and they're often listed under the property, plant, and equipment (PP&E) section of a company's balance sheet.
Assets can be valued in a few different ways. It's easy to determine the value of assets like stocks, bonds, and your 401(k) by simply checking their current market prices. For real estate, an appraisal is conducted which is an inspection of the property that also considers how much nearby homes were sold for in the same real estate market.
If you have antiques or collectibles, you may want to take them to a professional appraiser who can determine their age, condition, and origins.
Another way to determine the value of a real estate asset is with the cost approach. This focuses on replacement value, which is an estimate of the cost to rebuild an equivalent property if it was destroyed. With business assets, it's a little different. Companies keep track of their assets with a balance sheet and might use a formula to determine each asset's value.
"The discounted cash flow approach comes from corporate finance and is also the most flexible since it can be applied to personal finance decisions too," says Nick Borman, a CFP at Borman Wealth Management . "How it works is you use a formula to calculate the value of an investment today based on projections of how much money it could generate in the future."
Borman explains how in personal finance, one example of when the discounted cash flow analysis can be used is when someone is deciding whether they want to sell a house or rent one out by calculating the future rental income compared with the price of the house today if it sells today.
Whether tangible or intangible, assets are things you own that provide monetary value. No matter what your financial goals are, understanding your assets and knowing their value is very important since they are used to calculate your net worth and can be liquidated for cash. Consider listing out any assets you have currently and determining their value. Use this information to calculate your net worth. Also, explore the option of diversifying your assets among the four main types.
The daily journal of the united states government.
This site displays a prototype of a “Web 2.0” version of the daily Federal Register. It is not an official legal edition of the Federal Register, and does not replace the official print version or the official electronic version on GPO’s govinfo.gov.
The documents posted on this site are XML renditions of published Federal Register documents. Each document posted on the site includes a link to the corresponding official PDF file on govinfo.gov. This prototype edition of the daily Federal Register on FederalRegister.gov will remain an unofficial informational resource until the Administrative Committee of the Federal Register (ACFR) issues a regulation granting it official legal status. For complete information about, and access to, our official publications and services, go to About the Federal Register on NARA's archives.gov.
The OFR/GPO partnership is committed to presenting accurate and reliable regulatory information on FederalRegister.gov with the objective of establishing the XML-based Federal Register as an ACFR-sanctioned publication in the future. While every effort has been made to ensure that the material on FederalRegister.gov is accurately displayed, consistent with the official SGML-based PDF version on govinfo.gov, those relying on it for legal research should verify their results against an official edition of the Federal Register. Until the ACFR grants it official status, the XML rendition of the daily Federal Register on FederalRegister.gov does not provide legal notice to the public or judicial notice to the courts.
A Notice by the Securities and Exchange Commission on 07/23/2024
Information about this document as published in the Federal Register .
This document has been published in the Federal Register . Use the PDF linked in the document sidebar for the official electronic format.
This table of contents is a navigational tool, processed from the headings within the legal text of Federal Register documents. This repetition of headings to form internal navigation links has no substantive legal effect.
Ii. self-regulatory organization's statement of the purpose of, and statutory basis for, the proposed rule change, a. self-regulatory organization's statement of the purpose of, and statutory basis for, the proposed rule change, 2. statutory basis, b. self-regulatory organization's statement on burden on competition, c. self-regulatory organization's statement on comments on the proposed rule change received from members, participants, or others, iii. date of effectiveness of the proposed rule change and timing for commission action, iv. solicitation of comments, electronic comments, paper comments, enhanced content - submit public comment.
Enhanced content - sharing.
These tools are designed to help you understand the official document better and aid in comparing the online edition to the print edition.
These markup elements allow the user to see how the document follows the Document Drafting Handbook that agencies use to create their documents. These can be useful for better understanding how a document is structured but are not part of the published document itself.
This document is available in the following developer friendly formats:.
More information and documentation can be found in our developer tools pages .
This PDF is the current document as it appeared on Public Inspection on 07/22/2024 at 8:45 am. It was viewed 2 times while on Public Inspection.
If you are using public inspection listings for legal research, you should verify the contents of the documents against a final, official edition of the Federal Register. Only official editions of the Federal Register provide legal notice of publication to the public and judicial notice to the courts under 44 U.S.C. 1503 & 1507 . Learn more here .
Pursuant to Section 19(b)(1) of the Securities Exchange Act of 1934 (“Act”), [ 1 ] and Rule 19b-4 thereunder, [ 2 ] notice is hereby given that on July 10, 2024, Cboe Exchange, Inc. (the “Exchange” or “Cboe Options”) filed with the Securities and Exchange Commission (“SEC” or “Commission”) the proposed rule change as described in Items I, II, and III below, which Items have been prepared by the Exchange. The Commission is publishing this notice to solicit comments on the proposed rule change from interested persons.
Cboe Exchange, Inc. (the “Exchange” or “Cboe Options”) proposes to amend its Fees Schedule. The text of the proposed rule change is provided in Exhibit 5.
The text of the proposed rule change is also available on the Exchange's website ( http://www.cboe.com/AboutCBOE/CBOELegalRegulatoryHome.aspx ), at the Exchange's Office of the Secretary, and at the Commission's Public Reference Room.
In its filing with the Commission, the Exchange included statements concerning the purpose of and basis for the proposed rule change and discussed any comments it received on the proposed rule change. The text of these statements may be examined at the places specified in Item IV below. The Exchange has prepared summaries, set forth in sections A, B, and C below, of the most significant aspects of such statements.
The Exchange proposes to amend its Fees Schedule. [ 3 ]
The Exchange first notes that it operates in a highly competitive market in which market participants can readily direct order flow to competing venues if they deem fee levels at a particular venue to be excessive or incentives to be insufficient. More specifically, the Exchange is only one of 17 options venues to which market participants may direct their order flow. Based on publicly available information, no single options exchange has more than 13% of the market share. [ 4 ] Thus, in such a low-concentrated and highly competitive market, no single options exchange possesses significant pricing power in the execution of option order flow. The Exchange believes that the ever-shifting market share among the exchanges from month to month demonstrates that market participants can shift order flow or discontinue to reduce use of certain categories of products in response to fee changes. Accordingly, competitive forces constrain the Exchange's transaction fees, and market participants can readily trade on competing venues if they deem pricing levels at those other venues to be more favorable. In response to competitive pricing, the Exchange, like other options exchanges, offers rebates and assesses fees for certain order types executed on or routed through the Exchange.
The Exchange assesses fees in connection with orders routed away to various exchanges. Currently, under the Routing Fees table of the Fees Schedule, fee codes TD, TE, TF, TG, TH and TI are appended to certain Customer orders in ETF and Equity options, as follows:
The Exchange proposes to remove fee codes TF, TG, TH, and TI and amend fee codes TD and TE to consolidate Customer routing fee codes. Specifically, the Exchange proposes to amend fee code TD to be appended to all Customer orders in ETF options originating on an Exchange-sponsored terminal for greater than or equal to 100 contracts. Similarly, the Exchange proposes to amend fee code TE to be appended to all Customer orders in ETF/Equity options originating on an Exchange-sponsored terminal for less than 100 contracts. The charges assessed per contract for each fee code remain the same under the proposed rule change.
The Exchange notes that its current approach to routing fees is to set forth in a simple manner certain sub-categories of fees that approximate the cost of routing to other options exchanges based on the cost of transaction fees assessed by each venue as well as a flat $0.15 assessment that covers costs to the Exchange for routing ( i.e., clearing fees, connectivity and other infrastructure costs, membership fees, etc.) (collectively, “Routing Costs”). The Exchange then monitors the fees charged as compared to the costs of its routing services and adjusts its routing fees and/or sub-categories to ensure that the Exchange's fees do indeed result in a rough approximation of overall Routing Costs, and are not significantly higher or lower in any area. The Exchange notes that other options exchanges currently assess routing fees in a similar manner to the Exchange. [ 5 ]
The Exchange believes that eliminating fee codes TF, TG, TH, and TI and amending fee codes TD and TE to apply to applicable orders regardless of class or which away exchange the order is being routed to will simplify and streamline the System's billing process for routed Customer orders in ETF and equity options. As a result of the proposed rule change, orders to which TF, TG, TH, and TI are currently applicable may then be absorbed into orders to which TD and TE are currently applicable and the routing fees for Customer orders in ETF and equity options originating on an Exchange-sponsored terminal may be billed as one of two fee codes, instead of six. For example, fee code TI would, prior to this proposal, be appended to Customer orders in ETF/Equity Non-Penny options originating on an Exchange-sponsored terminal for less than 100 contracts routed to ARCA, BX, BZX, C2, ISE, GMNI, MERC, EMLD, PERL, NOMX, or MEMX; under the proposed rule change, fee code TE would be appended to such orders.
Additionally, the Exchange proposes to amend the Regular Trading Hours (“RTH”) XSP Lead Market-Makers (“LMMs”) Incentive Program (the “Program”). By way of background, the Exchange offers several LMM Incentive Programs which provide a rebate to TPHs with LMM appointments to the respective incentive program that meet certain quoting standards in the applicable series in a month. [ 6 ] The Exchange notes that meeting or exceeding the quoting standards in each of the LMM incentive program products to receive the applicable rebate is optional for an LMM appointed to a program. Particularly, an LMM appointed to an incentive program is eligible to receive the corresponding rebate if it satisfies the applicable quoting standards, which the Exchange believes encourages appointed LMMs to provide liquidity in the applicable class and trading session ( i.e., RTH or Global Trading Hours). The Exchange may consider other exceptions to the programs' quoting standards based on demonstrated legal or regulatory requirements or other mitigating circumstances. In calculating whether an LMM appointed to an incentive program meets the applicable program's quoting standards each month, the Exchange excludes from the calculation in that month the business day in which the LMM missed meeting or exceeding the quoting standards in the highest number of the applicable series.
The Exchange proposes to amend the current Program. Currently, the Program provides that if an LMM appointed to the Program provides continuous electronic quotes during RTH that meet or exceed the proposed heightened quoting standards (below) in at least 95% of the series 90% of the time in a given month, the LMM will receive (i) a payment for that month in the amount of $40,000 (or pro-rated amount if an appointment begins after the first trading day of the month or ends prior to the last trading day of the month) and (ii) a rebate of $0.27 per XSP contract that is executed in RTH in Market-Maker capacity and adds liquidity electronically contra to non-customer capacity.
The Exchange now proposes to amend a rebate offered under the Program. As amended, if the LMM meets the requirements of the Program, the LMM will receive (i) a payment for that month in the amount of $40,000 (or pro-rated amount if an appointment begins after the first trading day of the month or ends prior to the last trading day of the month) and (ii) a rebate of $0.09 (rather than $0.27) per XSP contract that is executed in RTH in Market-Maker capacity and adds liquidity electronically contra to non-customer capacity.
Further, the Exchange proposes to amend the heightened quoting requirements offered by the Program. The current heightened quoting requirements are as follows in the table below: Start Printed Page 59790
Moneyness | Expiring option | 1 day | 2 days to 5 days | 6 days to 14 days | 15 days to 35 days |
---|---|---|---|---|---|
[>3% ITM) | $0.20 | $0.25 | $0.30 | $0.40 | $0.75 |
[3% ITM to 2% ITM) | 0.10 | 0.13 | 0.20 | 0.25 | 0.50 |
[2% ITM to 0.25% ITM) | 0.08 | 0.10 | 0.13 | 0.16 | 0.25 |
[0.25% ITM to ATM) | 0.05 | 0.06 | 0.08 | 0.10 | 0.15 |
[ATM to 1% OTM) | 0.03 | 0.04 | 0.05 | 0.06 | 0.10 |
[>1% OTM] | 0.02 | 0.03 | 0.04 | 0.05 | 0.06 |
[>3% ITM) | 0.30 | 0.40 | 0.50 | 0.60 | 1.00 |
[3% ITM to 2% ITM) | 0.15 | 0.20 | 0.25 | 0.30 | 0.75 |
[2% ITM to 0.25% ITM) | 0.12 | 0.15 | 0.19 | 0.23 | 0.40 |
[0.25% ITM to ATM) | 0.08 | 0.09 | 0.12 | 0.15 | 0.20 |
[ATM to 1% OTM) | 0.05 | 0.06 | 0.07 | 0.09 | 0.10 |
[>1% OTM] | 0.03 | 0.04 | 0.05 | 0.06 | 0.07 |
The Exchange proposes to adopt a new set of heightened quoting standards for the Program. The heightened quoting standards proposed for XSP options are as follows in the table below:
Moneyness | Expiring option | 1 day | 2 days to 5 days | 6 days to 14 days | 15 days to 35 days |
---|---|---|---|---|---|
[>3% ITM) | $0.30 | $0.30 | $0.30 | $0.50 | $0.75 |
[3% ITM to 2% ITM) | 0.20 | 0.20 | 0.20 | 0.30 | 0.50 |
[2% ITM to 0.25% ITM) | 0.12 | 0.12 | 0.15 | 0.20 | 0.30 |
[0.25% ITM to ATM) | 0.06 | 0.08 | 0.08 | 0.12 | 0.18 |
[ATM to 1% OTM) | 0.03 | 0.04 | 0.05 | 0.06 | 0.10 |
[>1% OTM] | 0.02 | 0.03 | 0.04 | 0.05 | 0.06 |
[>3% ITM) | 0.40 | 0.50 | 0.60 | 0.60 | 1.00 |
[3% ITM to 2% ITM) | 0.25 | 0.30 | 0.30 | 0.35 | 0.80 |
[2% ITM to 0.25% ITM) | 0.18 | 0.20 | 0.25 | 0.30 | 0.50 |
[0.25% ITM to ATM) | 0.10 | 0.12 | 0.15 | 0.15 | 0.25 |
[ATM to 1% OTM) | 0.05 | 0.06 | 0.07 | 0.09 | 0.10 |
[>1% OTM] | 0.03 | 0.04 | 0.05 | 0.06 | 0.07 |
The proposed heightened quoting standards are designed to incentivize LMMs appointed to the Program to provide significant liquidity in XSP options during the RTH session, which, in turn, would provide greater trading opportunities, added market transparency and enhanced price discovery for all market participants in XSP.
The Exchange believes the proposed rule change is consistent with the Securities Exchange Act of 1934 (the “Act”) and the rules and regulations thereunder applicable to the Exchange and, in particular, the requirements of Section 6(b) of the Act. [ 7 ] Specifically, the Exchange believes the proposed rule change is consistent with the Section 6(b)(5) [ 8 ] requirements that the rules of an exchange be designed to prevent fraudulent and manipulative acts and practices, to promote just and equitable principles of trade, to foster cooperation and coordination with persons engaged in regulating, clearing, settling, processing information with respect to, and facilitating transactions in securities, to remove impediments to and perfect the mechanism of a free and open market and a national market system, and, in general, to protect investors and the public interest. Additionally, the Exchange believes the proposed rule change is consistent with the Section 6(b)(5) [ 9 ] requirement that the rules of an exchange not be designed to permit unfair discrimination between customers, issuers, brokers, or dealers. The Exchange also believes the proposed rule change is consistent with Start Printed Page 59791 Section 6(b)(4) of the Act, [ 10 ] which requires that Exchange rules provide for the equitable allocation of reasonable dues, fees, and other charges among its Trading Permit Holders and other persons using its facilities.
The Exchange believes that the proposed rule change to remove fee codes TF, TG, TH, and TI and amend fee codes TD and TE is reasonable in that it is reasonably designed to simplify and streamline the System's billing process for routed Customer orders in ETF and equity options. As a result of the proposed rule change, orders to which fee codes TF, TG, TH, and TI are currently applicable may then be absorbed into the orders to which fee codes TD and TE are applicable and the routing fees for Customer orders in ETF and equity options originating on an Exchange-sponsored terminal may be billed as one of two fee codes, instead of six.
The Exchange notes that routing through the Exchange is optional and that TPHs will continue to be able to choose where to route their Customer orders in ETF and equity options in the same sub-category group of away exchanges as they currently may choose to route. The Exchange believes that the proposed rule change is equitable and not unfairly discriminatory because TPHs' routed Customer orders in ETF/Equity options will continue to be automatically and uniformly assessed the applicable routing charges.
Additionally, the Exchange believes that it is reasonable to amend the Program's heightened quoting standards, as the proposed new quoting requirements are overall reasonably designed to continue to encourage LMMs appointed to the Program to provide significant liquidity in XSP options, which benefits investors overall by providing more trading opportunities, tighter spreads, and overall enhanced market quality to the benefit of all market participants.
The Exchange believes that the proposed changes to width sizes for the Program's heightened quoting requirements eases the heightened quoting standards in a manner that makes it easier for appointed LMMs to achieve such requirements and will incentivize an increase in quoting activity in XSP options. Particularly, by increasing certain quote widths, the Exchange believes the proposed changes will encourage appointed LMMs to post more aggressive quotes in XSP options, in order to meet the heightened quoting standards, as amended, and receive the rebates offered under the incentive program, resulting in tighter spreads and increased liquidity to the benefits of investors. The Exchange also believes that the proposed width sizes are reasonable because they remain generally aligned with the current heightened standards in the Program, as the proposed width sizes are only marginally changed in order to incentivize an increase in quoting activity.
The Exchange further believes that the proposed rule change to amend a rebate amount received under the program, from $0.27 to $0.09 per XSP contract that is executed in RTH in Market-Maker capacity and adds liquidity electronically contra to non-customer capacity, is reasonable because the rebate, as amended, is an incentive reasonably designed to continue to encourage appointed LMMs to provide liquidity electronically contra to non-customer capacity in XSP options during the trading day. The Exchange notes that LMMs appointed to the Program will continue to receive a monthly rebate and that it is not required to maintain this additional per contract credit incentive.
The Exchange believes that the proposed changes to the Program are equitable and not unfairly discriminatory. Specifically, the changes to the Program will apply equally to any and all TPHs with LMM appointments to the Program that seek to meet the Program's quoting standards in order to receive the rebates offered. The Exchange additionally notes that, if an LMM appointed to the Program does not satisfy the corresponding heightened quoting standard for any given month, then it simply will not receive the rebate offered by the Program for that month.
Regarding the Program generally, the Exchange believes it is reasonable, equitable and not unfairly discriminatory to continue to offer financial incentives to LMMs appointed to the Program, because it benefits all market participants trading in XSP options during RTH. The incentive program encourages the appointed LMMs to satisfy the applicable quoting standards, which may increase liquidity and provide more trading opportunities and tighter spreads. Indeed, the Exchange notes that these LMMs serve a crucial role in providing quotes and the opportunity for market participants to trade XSP options, which can lead to increased volume, providing robust markets. The Exchange ultimately offers the Program, as amended, to sufficiently incentivize LMMs appointed to the Program to provide key liquidity and active markets in the XSP options during RTH and believes that the incentive program, as amended, will continue to encourage increased quoting to add liquidity in XSP options, thereby protecting investors and the public interest. The Exchange also notes that an LMM appointed to an incentive program may undertake added costs each month to satisfy that heightened quoting standards ( e.g., having to purchase additional logical connectivity).
The Exchange does not believe that the proposed rule change will impose any burden on competition that is not necessary or appropriate in furtherance of the purposes of the Act. The Exchange does not believe the proposed rule change to remove certain routing fee codes and to update other routing fee codes accordingly to apply instead, will impose any burden on intramarket competition because all TPHs' routed Customer orders in ETF/Equity options will continue to be able to route to the same sub-category group of away exchanges and will automatically and uniformly be assessed the applicable routing fees. Further, the proposed changes to the Program will apply to all LMMs appointed to the Program in a uniform manner. To the extent these LMMs appointed to an incentive program receive a benefit that other market participants do not, as stated, these LMMs in their role as Market-Makers on the Exchange have different obligations and are held to different standards. For example, Market-Makers play a crucial role in providing active and liquid markets in their appointed products, thereby providing a robust market which benefits all market participants. Such Market-Makers also have obligations and regulatory requirements that other participants do not have. The Exchange also notes that an LMM appointed to an incentive program may undertake added costs each month to satisfy that heightened quoting standards ( e.g., having to purchase additional logical connectivity). The Exchange also notes that the incentive programs are designed to attract additional order flow to the Exchange, wherein greater liquidity benefits all market participants by providing more trading opportunities, tighter spreads, and added market transparency and price discovery, and signals to other market participants to direct their order flow to those markets, thereby contributing to robust levels of liquidity. As a result, the Exchange believes that the proposed change furthers the Commission's goal in Start Printed Page 59792 adopting Regulation NMS of fostering competition among orders, which promotes “more efficient pricing of individual stocks for all types of orders, large and small.” [ 11 ]
The Exchange does not believe that the proposed rule changes in connection with routing fees will impose any burden on intermarket competition that is not necessary or appropriate in furtherance of the purposes of the Act because, as previously discussed, the Exchange operates in a highly competitive market. The Exchange notes that, in addition to Cboe Options, TPHs have numerous alternative venues that they may participate on and direct their order flow, including 16 other options exchanges and off-exchange venues. Additionally, the Exchange represents a small percentage of the overall market. Based on publicly available information, no single options exchange has more than 13% of the market share. [ 12 ] Therefore, no exchange possesses significant pricing power in the execution of option order flow. Indeed, participants can readily choose to send their orders to other exchange and off-exchange venues if they deem fee levels at those other venues to be more favorable. Moreover, the Commission has repeatedly expressed its preference for competition over regulatory intervention in determining prices, products, and services in the securities markets. Specifically, in Regulation NMS, the Commission highlighted the importance of market forces in determining prices and SRO revenues and, also, recognized that current regulation of the market system “has been remarkably successful in promoting market competition in its broader forms that are most important to investors and listed companies.” [ 13 ] The fact that this market is competitive has also long been recognized by the courts. In NetCoalition v. Securities and Exchange Commission , the D.C. Circuit stated as follows: “[n]o one disputes that competition for order flow is `fierce.' . . . As the SEC explained, `[i]n the U.S. national market system, buyers and sellers of securities, and the broker-dealers that act as their order-routing agents, have a wide range of choices of where to route orders for execution'; [and] `no exchange can afford to take its market share percentages for granted' because `no exchange possesses a monopoly, regulatory or otherwise, in the execution of order flow from broker dealers' . . . .”. [ 14 ] Accordingly, the Exchange does not believe its proposed fee change imposes any burden on competition that is not necessary or appropriate in furtherance of the purposes of the Act.
The Exchange neither solicited nor received comments on the proposed rule change.
The foregoing rule change has become effective pursuant to Section 19(b)(3)(A) of the Act [ 15 ] and paragraph (f) of Rule 19b-4 [ 16 ] thereunder. At any time within 60 days of the filing of the proposed rule change, the Commission summarily may temporarily suspend such rule change if it appears to the Commission that such action is necessary or appropriate in the public interest, for the protection of investors, or otherwise in furtherance of the purposes of the Act. If the Commission takes such action, the Commission will institute proceedings to determine whether the proposed rule change should be approved or disapproved.
Interested persons are invited to submit written data, views, and arguments concerning the foregoing, including whether the proposed rule change is consistent with the Act. Comments may be submitted by any of the following methods:
All submissions should refer to file number SR-CBOE-2024-032. This file number should be included on the subject line if email is used. To help the Commission process and review your comments more efficiently, please use only one method. The Commission will post all comments on the Commission's internet website ( https://www.sec.gov/rules/sro.shtml ). Copies of the submission, all subsequent amendments, all written statements with respect to the proposed rule change that are filed with the Commission, and all written communications relating to the proposed rule change between the Commission and any person, other than those that may be withheld from the public in accordance with the provisions of 5 U.S.C. 552 , will be available for website viewing and printing in the Commission's Public Reference Room, 100 F Street NE, Washington, DC 20549 on official business days between the hours of 10 a.m. and 3 p.m. Copies of the filing also will be available for inspection and copying at the principal office of the Exchange. Do not include personal identifiable information in submissions; you should submit only information that you wish to make available publicly. We may redact in part or withhold entirely from publication submitted material that is obscene or subject to copyright protection. All submissions should refer to file number SR-CBOE-2024-032, and should be submitted on or before August 13, 2024.
For the Commission, by the Division of Trading and Markets, pursuant to delegated authority. [ 17 ]
Vanessa A. Countryman,
1. 15 U.S.C. 78s(b)(1) .
2. 17 CFR 240.19b-4 .
3. The Exchange initially filed the proposed fee changes on July 1, 2024 (SR-CBOE-2024-029). On July 10, 2024, the Exchange withdrew that filing and submitted this proposal.
4. See Cboe Global Markets U.S. Options Monthly Market Volume Summary (June 27, 2024), available at https://markets.cboe.com/us/options/market_statistics/ .
5. See e.g., MIAX Options Exchange Fee Schedule, Section 1(c), “Fees for Customer Orders Routed to Another Options Exchange.”
6. See Exchange Rule 3.55(a). In advance of the LMM Incentive Program effective date, the Exchange will send a notice to solicit applications from interested TPHs for the LMM role and will, from among those applications, select the program LMMs. Factors to be considered by the Exchange in selecting LMMs include adequacy of capital, experience in trading options, presence in the trading crowd, adherence to Exchange rules and ability to meet the obligations specified in Rule 5.55.
7. 15 U.S.C. 78f(b) .
8. 15 U.S.C. 78f(b)(5) .
9. Id.
10. 15 U.S.C. 78f(b)(4) .
11. See Securities Exchange Act Release No. 51808, 70 FR 37495 , 37498-99 (June 29, 2005) (S7-10-04) (Final Rule).
12. See supra note 4.
13. See Securities Exchange Act Release No. 51808 (June 9, 2005), 70 FR 37496 , 37499 (June 29, 2005).
14. NetCoalition v. SEC , 615 F.3d 525, 539 (D.C. Cir. 2010) (quoting Securities Exchange Act Release No. 59039 (December 2, 2008), 73 FR 74770 , 74782-83 (December 9, 2008) (SR-NYSEArca-2006-21)).
15. 15 U.S.C. 78s(b)(3)(A) .
16. 17 CFR 240.19b-4(f) .
17. 17 CFR 200.30-3(a)(12) .
[ FR Doc. 2024-16108 Filed 7-22-24; 8:45 am]
BILLING CODE 8011-01-P
Information.
COMMENTS
Step 4: Calculate market value. You can use either top-down analysis or bottom-up analysis to calculate an estimate of your market value. A top-down analysis tends to be the easier option of the ...
Plan several rounds of edits or have someone else review it. Keep everything in the context of your business. Make sure all the statistics and data you use in your market analysis relate back to your business. Your focus should be on how you are uniquely positioned to meet the needs of the target market.
The market analysis section of your small business plan should include the following: Industry Description and Outlook: Describe your industry both qualitatively and quantitatively by laying out the factors that make your industry an attractive place to start and grow a business. Be sure to include detailed statistics that define the industry ...
Business Plan Section 5: Market Analysis. Find out the 9 components to include in the market analysis portion of your business plan, plus 6 sources for market analysis information. This is the part of your business plan where you really get to shine and show off that awesome idea you have. Of course, your product or service is the best!
8. Market Share. Build your market analysis and share relevant information about market segments, market share, size and opportunities using this beautiful template. The template will help inform your business plan and strategy and communicate the size of the opportunity to potential investors.
Renewal rate = 1 / useful life of a desk. Volume of transactions = total number of desks x renewal rate. Value of one transaction = average price of a desk. Market value = volume of transactions x value of one transaction. You should be able to find most of the information for free in this example.
1. Startups. Startup business plans are for proposing new business ideas. If you're planning to start a small business, preparing a business plan is crucial. The plan should include all the major factors of your business. You can check out this guide for more detailed business plan inspiration. 2.
1. Stay in context. Remember the objective of your market analysis and stick to it. Keeping the context in mind, identify what essential information to present and back them up with high-end sources. Also, tie your data with essential analysis to show how your business would survive and thrive in the market. 2.
It provides a clear picture of the landscape in which your business will operate, enabling you to make data-driven decisions and develop strategies that align with your business plan objectives. A comprehensive market analysis for a business plan should include: Target market identification and segmentation. Industry trends and growth forecasts.
A market is the total sum of prospective buyers, individuals, or organizations that are willing and able to purchase a business's potential offering. A market analysis is a detailed assessment of the market you intend to enter. It provides insight into the size and value of the market, potential customer segments, and their buying patterns.
Tips on Writing a Business Plan. 1. Be clear and concise: Keep your language simple and straightforward. Avoid jargon and overly technical terms. A clear and concise business plan is easier for investors and stakeholders to understand and demonstrates your ability to communicate effectively. 2.
7 business plan examples: section by section. The business plan examples in this article follow this template: Executive summary. An introductory overview of your business. Company description. A more in-depth and detailed description of your business and why it exists. Market analysis.
Here's a streamlined approach to crafting an impactful executive summary: 1. Start with Your Business Overview. Company Name: Begin with the name of your business. Location: Provide the location of your business operations. Business model: Briefly describe how you make money, the producfs and/or services your business offers.
The blank template begins with a table of contents, a business summary, and a mission statement to allow for easy readability. The sample focuses on marketing strategies for one fiscal year, but you can modify this plan for any time period. ... This small business marketing plan template provides an outline for a detailed marketing strategy ...
EDIT THIS MARKETING PLAN TEMPLATE Marketing plan v.s business plan. While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. ... An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies
Bottom Line. Writing an executive summary doesn't need to be difficult if you've already done the work of writing the business plan itself. Take the elements from the plan and summarize each ...
Sections of your market analysis should include: Industry Description and Outlook. Target Market. Market Research Results. Competitive Analysis. Remember to properly cite your sources of information within the body of your market analysis as you write it. You and other readers of your business plan, such as potential investors, will need to ...
A good business plan guides you through each stage of starting and managing your business. You'll use your business plan as a roadmap for how to structure, run, and grow your new business. It's a way to think through the key elements of your business. Business plans can help you get funding or bring on new business partners.
Marketing Plan vs. Business Plan. A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics. A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute ...
Apr 7, 2015. Shutterstock. This article is part of a series on how to write a great business plan. Market research is critical to business success. A good business plan analyzes and evaluates ...
A business plan executive summary is a condensed overview of the key elements of your business plan. It introduces your business, what you offer (products or services), your target market, and what sets you apart from the competition. It also outlines your financial projections and funding needs (if applicable) and gives a clear picture of your ...
2. A market analysis business plan presents the needs, demands, and expectations of your target market. This helps a lot in terms of providing information that will guide you in the development of action plans that can meet the requirements for business sustainability and market relevance. 3. A market analysis business plan can showcase a more ...
The Market Summary is a key element within the business plan but many people are confused about what to include when it comes to actually writing it. The purpose of the Market Summary section is to describe the current state of the industry specific to your particular location and how your product or service will … Continue reading Business Plan Market Summary Example →
With the help of a market analysis in business, they can gain information about the market. Setting up a business would require you to investigate on your market to look for something new. They even helps you assess opportunities and risks. With market analysis, you can develop effective marketing strategies and take steps to make a successful ...
Marketing document from Pennsylvania State University, 9 pages, Astral Sweets BAKERY BUSINESS PLAN Prepared By: Andrew Patterson TABLE OF CONTENTS Executive Summary. Company Overview. Vision and Mission. SWOT Analysis. Goals and Objectives. Financial Goals. Product Expansion. Community Engagement Goals. Market Analys
pipeline, line of business, plan sponsor cost, applicable manufacturer agreement, and the potential impact on members. 178. For example, "when an A-rated generic becomes available, it is typically considered preferred and…encouraged." 179. The Formulary Review Committee takes
NBKC Business Banking vs. Bluevine Business Checking The Bluevine Business Checking Account is a great option with no monthly fees, unlimited free monthly transactions, and you can earn 2.00% APY ...
An asset is anything that an individual or business owns that has monetary value and can be sold for cash. ... So for example, if you own a home that is worth $250,000 but you owe $150,000 on your ...
The centerpiece is a 900-page plan that calls for extreme policies on nearly every aspect of Americans' lives, from mass deportations, to politicizing the federal government in a way that would ...
For example, Market-Makers play a crucial role in providing active and liquid markets in their appointed products, thereby providing a robust market which benefits all market participants. ... DC 20549 on official business days between the hours of 10 a.m. and 3 p.m. Copies of the filing also will be available for inspection and copying at the ...