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Blog Marketing What is a Marketing Plan & How to Create One [with Examples]

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:

• Target audience:  Who you’re trying to reach
• Marketing goals:  What you want to achieve
• Strategies and tactics:  How you’ll reach your goals
• Budget:  Resources you’ll allocate
• Metrics:  How you’ll measure success

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:

What is a marketing plan?

How to write a marketing plan .

• Marketing plan v.s. business plan
• Types of marketing plans

9 marketing plan examples to inspire your growth strategy

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:

• An overview of your business’s marketing and advertising goals
• A description of your business’s current marketing position
• A timeline of when tasks within your strategy will be completed
• Key performance indicators (KPIs) you will be tracking
• A description of your business’s target market and customer needs
• A description of how you will measure the performance of the strategy

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 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:

• Executive summary
• Goals and objectives
• User personas
• Competitor analysis/SWOT analysis
• Baseline metrics
• Marketing strategy
• Tracking guidelines

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.

Let’s look at how to create a successful marketing plan (click to jump ahead):

• Write a simple executive summary
• Set metric-driven marketing goals
• Outline your user personas
• Research all of your competitors
• Set accurate key baselines & metrics
• Create an actionable marketing strategy
• Set tracking or reporting guidelines

1. Write a simple executive summary

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:

• Simple marketing goals
• High-level metrics
• Important company milestones
• Facts about your brand
• Employee anecdotes
• Future goals & plans

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?

2. Set metric-driven marketing goals

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.

Avoid outlining vague goals like:

• Get more Twitter followers
• Write more articles
• Create more YouTube videos (like educational or Explainer videos )
• Increase retention rate
• Decrease bounce rate

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:

• Get 100 new Twitter followers per month
• Write 5 more articles per week
• Create 10 YouTube videos each year
• Increase retention rate by 15% by 2020
• Decrease bounce rate by 5% by Q1
• Create an online course  and get 1,000 new leads
• Focus more on local SEO strategies
• Conduct a monthly social media report to track progress

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:

3. Outline your user personas

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:

• Interviewing your users (either in person or on the phone)
• Conducting focus groups
• Researching other businesses in the same industry
• Surveying your audience

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:

• Identifiers
• Activities/Hobbies

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 .

4. Conduct an extensive competitor analysis

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:

• Who their marketing team is
• Who their leadership team is
• What their marketing strategy and strategic marketing plan are (this will probably revolve some reverse-engineering)
• What their sales strategy is (same deal)
• Social Media strategy (are they using discounting strategies such as coupon marketing to get conversions)
• Their market cap/financials
• Their yearly growth (you will probably need to use a marketing tool like Ahrefs to do this)
• The number of customers they have & their user personas

Also, take as deep a dive as you can into the strategies they use across their:

• Blog/Content marketing
• Social media marketing
• SEO Marketing
• Video marketing
• And any other marketing tactics they use

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.”

5. Set accurate key baselines & metrics

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.

6. Create an actionable marketing strategy

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:

7. Set tracking or reporting guidelines

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:

• What you plan to track
• How you plan to track results
• How often you plan to measure

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:

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. Here’s a breakdown of the key differences:

Business plan is a comprehensive document that outlines all aspects of your business, including:

• Mission and vision
• Products or services
• Target market
• Competition
• Management team
• Financial projections
• Marketing strategy (including a marketing plan)
• Operations plan

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:

• Specific marketing goals (e.g., brand awareness, lead generation, sales)
• Target audience analysis (detailed understanding of their needs and behaviors)
• Product:  Features, benefits, positioning
• Price:  Pricing strategy, discounts
• Place:  Distribution channels (online, offline)
• Promotion:  Advertising, social media, content marketing, public relations
• Budget allocation for different marketing activities
• Metrics and measurement to track progress and success

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.

Types of marketing plans that can transform your business strategy

Let’s take a look at several types of marketing plans you can create, along with specific examples for each.

1. General marketing strategic plan / Annual marketing plan

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.

2. Content marketing plan

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:

3. SEO marketing plan

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:

4. Social media marketing plan

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

Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:

5. Demand generation marketing plan

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:

1. Free marketing plan template

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.

2. Pastel social media marketing campaign template

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.

3. Small business marketing strategy template

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.

4. Orange simple marketing proposal template

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.

5. One-page marketing fact sheet template

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.

6. Light company business fact sheet template

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.

7. Marketing media press kit template

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.

8. Professional marketing proposal template

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.

9. Social media marketing proposal template

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.

What should marketing plans include?

Marketing plans should include:

• A detailed analysis of the target market and customer segments.
• Clear and achievable marketing objectives and goals.
• Strategies and tactics for product promotion and distribution.
• Budget allocation for various marketing activities.
• Timelines and milestones for the implementation of marketing strategies.
• Evaluation metrics and methods for tracking the success of the marketing plan.

What is an executive summary in a marketing plan and what is its main goal?

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.

What are the results when a marketing plan is effective?

When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement, improved sales and revenue, and strengthened customer loyalty.

What is the first section of a marketing plan?

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.

Now that you have the basics for designing your own marketing plan, it’s time to get started:

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Digital Marketing Agency Business Plan

Start your own digital marketing agency business plan

54 & Cloudy

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

54 & Cloudy is a newly formed digital marketing agency that is run by two industry veterans, Tom and Stephen, who collectively have more than two decades of experience running e-commerce sites, working at digital marketing agencies, and helping small to medium size businesses achieve their digital growth goals.

While 54 & Cloudy has been operating as a small consultancy for the past two years, it is now looking to raise some funding and become a full-service digital marketing agency that will need to purchase technology assets and ramp up hiring to meet client demands. Additionally, once the 54 & Cloudy ramps up their marketing efforts, there will be a need for internal resources to manage all the new clients that they will onboard.

54 & Cloudy will operate initially as a fully remote organization with resources across various functional areas of the business including Search Engine Optimization (“SEO”), Conversion Rate Optimization (“CRO”), paid advertising (including social media and search), as well as contractors who will support auxiliary revenue streams such as content writing and design services.

54 & Cloudy is well-positioned to quickly become one of the most trusted digital marketing agencies in the industry given its existing reputation and the plans of building a proprietary technology solution that will bring meaningful value to clients. As 54 & Cloudy furthers their reputation in the market, 54 & Cloudy is poised for long-term success and will be able to increase hiring and expand service offerings to meet client demands with ease.

Service Offerings

After completing their fundraising, 54 & Cloudy will expand their operations to four main revenue streams:

• SEO marketing services include SEO strategy development, technical SEO, keyword targeting, content marketing, and link building
• Includes full-service PPC marketing efforts, including search engine advertising, paid shopping ads, display ads, paid social media ads, retargeting, and more
• eCommerce CRO services will run over thousands of AB tests across a variety of eCommerce platforms with the goal of driving sales. Through targeted user research, a team of UX analysts, and psychological experts, 54 & Cloudy will grow not only transactions but average order and customer lifetime value for clients
• Industry-focused content writers and designers who excel in translating the voice and tone of a client’s business into conversion-driving copy or rich and engaging design

Expectations

Financing needed.

Given the management team’s long-standing success in the industry, 54 & Cloudy will be looking to secure an SBA loan in the amount of $300,000 to finance the acquisition of initial startup technology costs as well as cover initial cash flow needs as 54 & Cloudy ramps up customer acquisition and operates at a loss in Year 1.

Given industry growth and the new technology platform 54 & Cloudy will develop, the projected next five years will see strong growth from DMA as they service new and existing clients while capturing additional wallet share with existing new services as 54 & Cloudy grows to become a one-stop-shop for all types of digital marketing. Across the company, 54 & Cloudy is projecting to ramp up meaningfully after securing their debt capital and hiring several resources to achieve 2022 revenue of $2,535,009, which will grow to $12.6 million by 2026. EBITDA will also grow from $738526 in 2022 to $5,115,174 by 2026.

Financial Highlights by Year

Opportunity

Business overview.

At launch, 54 & Cloudy will operate across four main service categories all focused on digital marketing services for clients. The main categories are outlined below as well as their revenue assumptions used in the financial projections.

• Customers will pay a monthly recurring charge that averages out to $3,000
• Customers pay the agency a fee of 15% of the client’s advertising budget, which was assumed to be an average of $10,000 per month
• Customers will pay a monthly recurring charge that is tiered based on the number of tests and campaigns run per month but will average out to $4,000
• Industry-focused content writers and designers who excel in translating the voice and tone of a client’s business into conversion-driving copy or rich and engaging designs
• Customers will be charged per hour for design and writing services at an average rate of $100 per hour

Growth Strategy

Within the first five years of operations, 54 & Cloudy will look to drive revenue growth by not only acquiring new customers but also expanding their wallet share with existing customers. By reducing the churn rate and upselling customers on additional services, they will enhance the client LTV.

In addition to organic client growth, 54 & Cloudy will also be launching new service offerings, standalone product offerings, and will establish several partnerships for referral revenue. The main inorganic growth avenue is with the development of a proprietary reporting and marketing forecast dashboard. This will become an integral selling point in 54 & Cloudy’s service packages as a way to visualize audits, changes, and provide instant access/feedback to the user. 54 & Cloudy anticipates eventually launching this technology as a standalone product that will further its growth far in excess of the financial projections in this business plan.

Target Market

Market size & segments.

Overall Market

Over the past five years, the Digital Advertising Agencies industry has benefited from the rapid shift from traditional print advertising to digital advertisements. In particular, strong demand for digital advertising services from the retail, financial services, automotive, and telecommunication sectors have bolstered industry revenue. As more consumers generate website traffic through the use of smartphones and tablets, many businesses have purchased digital advertising services to build brand awareness across multiple screens and platforms. Additionally, as more product manufacturers are directly selling their products online, many retailers are demanding industry activities such as search engine visibility services to help them compete. Over the five years to 2019, industry revenue is anticipated to grow at an annualized rate of 17.2%, including a 5.6% jump in 2019 to reach $15.7 billion. Over the five years to 2019 total industry operators are expected to increase at an annualized rate of 16.2% to 4,471.

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Over the five years to 2024, digital advertising agencies that can develop innovative tools such as data mining, with applications for analyzing customer purchasing behavior, will experience strong demand. As online media streaming services and social media continue to generate substantial internet traffic, many businesses will strengthen their investments in digital advertising. As a result, industry revenue is forecast to increase at an annualized rate of 4.4% to $19.5 billion over the five years to 2024.

Key Market Drivers

Internet traffic volume

Internet traffic volumes represent the total data sent over the internet globally per month. As the amount of internet traffic increases due to more consumers accessing websites from their mobile devices, tablets, or computers, many businesses will expand their online presence. As a result, demand for digital advertising services will rise as more businesses use advertising to drive website traffic volumes. Internet traffic volume is expected to increase substantially in 2019, representing a potential opportunity for the industry.

Total advertising expenditure

Total advertising expenditure typically trends in line with corporate profit. When corporate profit rises, businesses are likely to revitalize their advertising budgets. In 2019, total advertising expenditure is expected to increase.

Consumer spending

A rise in consumer spending indicates that more consumers are making discretionary purchases. This trend encourages many businesses to invest in advertising services to boost brand awareness and remain competitive. As a result of these services, businesses benefit from a larger customer base. In 2019, consumer spending is expected to increase.

Corporate profit

As businesses become more profitable, they often expand their advertising budgets, since many digital advertising services result in a strong return on investment. Thus a rise in corporate profitability, particularly in the retail, finance, automotive, and telecommunications sectors, stimulates demand for digital advertising services. Corporate profit is expected to decline in 2019, representing a threat to the industry.

Investor uncertainty

Investor uncertainty is an important indicator of industry performance. The degree to which businesses invest in advertising is related to the confidence that decision-makers have in the market. As uncertainty increases, businesses may decide to reduce or suspend advertising activities. In 2019, investor uncertainty is expected to decline.

Industry Services

Digital display advertising makes up an estimated 50.0% of industry revenue in 2019.

This product segment includes various forms of advertising, including banner, which makes up 12.6% of total revenue, followed by video (10.5%), rich media (8.7%), and sponsorship (1.5%). Over the past five years, as more users have streamed videos online, video advertisements have steadily grown, as many advertising agencies have strategically placed advertisements either before, during, or after a video clip. Furthermore, sponsorship advertising has exhibited growth over the past five years, particularly for digital-only publications.

Search engine optimization

In 2019, search engine optimization (SEO) and search engine marketing services are expected to account for 28.9% of industry revenue.

SEO services help increase a company’s visibility in a search engine, such as Google, Yahoo, or Bing. Typically, websites that have favorably used SEO to appear in search engine result pages for certain keywords are more likely to have high online visitor traffic, which can increase clientele’s sales volumes. Digital advertising agencies that can build website algorithms with the highest relevancy can obtain favorable placing for their clients in search results. Over the past five years, this market has steadily grown, due to many businesses developing their online website presence. However, over the next five years, many clients will expand their online presence through other mediums, particularly video, which will cut into growth for this product segment.

Major End Markets

The industry primarily relies on corporate clients from the retail, finance, automotive, and telecommunications sectors.

Retail and telecommunications

In 2019, retail and telecommunications are expected to account for 21.9% and 10.5% of industry revenue, respectively.

Retail has comprised the largest share of digital advertising spending over the past five years, which can be partly attributed to many consumers making their retail purchasing decisions online. According to eMarketer, while retailers have demanded direct response advertisements over the past five years, many retailers will move toward brand advertising, such as advertisements via video, social display, and hybrid formats.

Comparatively, telecommunication-related advertising has steadily declined over the past five years, due to data privacy laws that have constrained the ability for advertisers to implement digital advertisements using user data from consumers’ mobile phones. Furthermore, consolidation among telecommunication providers has limited their demand for advertising services.

Automotive and financial services

Automotive and financial services are anticipated to make up 12.4% and 12.1% of industry revenue, respectively.

Over the past five years, demand for digital advertising services from the automotive sector has steadily increased, due to the revitalization in consumer demand for automobiles. In particular, many consumers have used the internet to shop for their next vehicle, which has prompted the automotive sector to purchase more digital advertising services. Additionally, demand for digital advertising services from the financial sector has remained relatively stagnant over the past five years, due to many digital advertising services, such as rich media and video formats, not being as effective with driving customer purchasing decisions, compared with other sectors, such as the automotive sector.

Consumer packaged goods and consumer products

In 2019, consumer packaged goods and consumer products are expected to generate 8.8% of industry revenue.

Over the past five years, this product segment has exhibited growth. For bigger brand products within this segment, demand for digital advertising services has increased in line with peak seasons, such as Christmas and the back-to-school period. Comparatively, retailers of lower-priced products within this market segment typically purchase display advertising campaigns to build brand awareness and encourage a strong customer base that makes repeat purchases.

Travel and media

Travel and media comprise an estimated 7.8% and 6.3% of industry revenue in 2019, respectively.

In the past five years, the travel and media sectors have increased their demand for digital advertising services. Over the next five years, the travel sector will demand digital advertising services that integrate well with consumers that access travel websites from their mobile device. Comparatively, media, which includes social media sites, have increasingly used digital advertising services to generate website traffic and monetize their websites.

Computing products and consumer electronics

In 2019, computing products and consumer electronics account for an estimated 8.0% of industry revenue.

Over the next five years, this product segment is expected to account for a larger share of industry revenue. As consumer electronics are expected to exhibit high growth over the next five years, many electronic companies that manufacture devices, such as digital and video cameras, telephones, and TVs, among other products, will increase their demand for digital advertising services.

Other sectors

Other sectors include the healthcare and pharmaceutical sector, as well as the entertainment sector, among others.

Over the next five years, many sectors, such as entertainment, will increasingly demand digital advertising services to attract users that increasingly access websites with their smartphone and tablet.

54 & Cloudy  Initial Target Market

Competition

Competitive landscape.

The digital marketing agency landscape is filled with thousands of small companies that have fewer than ten employees with only a handful of organizations that have reached scale to have more than 50 employees. Additionally, the market is rapidly becoming more reliant on various technology and software providers, who themselves are now some of the biggest competitors in the market. Detailed below are several of the large digital agencies as well as large service providers in the market.

Large Digital Marketing Agencies

• Ignite Visibility is one of the highest awarded digital marketing agency in the industry, specializing in digital marketing strategy, SEO, paid media, social media, email marketing, analytics, Amazon, and CRO.
• WebFX is a performance-focused digital marketing agency with services designed to increase qualified leads, phone calls, and transactions for clients. Founded in 1996 and headquartered in Harrisburg, Penn., they have over 250 digital marketing, design, and development experts who serve customers through SEO, PPC, web design, and more.
• Power Digital is a digital marketing agency based in San Diego with an office in New York. The agency, founded in 2012, has more than 300 employees and provides content marketing, email marketing, PPC, SEO, social media marketing, web design, and PR services. Power Digital serves mid-market and other-sized companies in the consumer products & services, advertising & marketing, business services, and retail industries.
• This Utah-based agency has a marketing team of 50+ that has conducted over 2,500 marketing campaign audits since 2011. Disruptive Advertising specializes in traffic, conversion, and analytics to help its clients outperform their competitors.

Service Providers That Displace Agencies

• SEMrush is a leading online visibility management software-as-a-service platform. With over 7 million businesses having used the platform across 50 products, tools, and add-ons including tools for search, content, social media, and market research. The company tracks data from more than 140 countries, seamlessly integrates with Google and task management platforms.
• Ahrefs is a software company that develops online SEO tools and free educational materials for marketing professionals. Ahrefs database has over 11 billion keywords and more than 400 billion indexed pages.
• Both of these companies are best-in-class email marketing and growth marketing platforms that helps deliver more personalized experiences across owned marketing channels like email, SMS, in-app notifications, and web.

54 & Cloudy Advantages

While the market is highly competitive, 54 & Cloudy sets itself apart by leveraging proprietary technology and world-class third-party software. Additionally, 54 & Cloudy will only initially work with clients who operate within specific niches in the e-commerce space and this will allow 54 & Cloudy to develop a sector expertise and reputation for excellence that will drive organic growth.

Some of the key advantages that 54 & Cloudy will have when going head-to-head with competitors includes the following:

• Targeted user segments to conduct market research that is the exact audience of the client
• Relationships with BI data firms that help find the sweet spot in terms of pricing, sales, etc. These kinds of licenses cost nearly 6-figures but 54 & Cloudy has a sweetheart deal
• Custom reporting dashboard that brings in paid, organic and outbound sales touchpoints
• Custom dashboard for A/B split testing, which allows agency and customers to take analysis and turn into immediately actionable copy tests
• Direct integration with eCommerce platforms (WooCommerce, Shopify, Wix) or off-the-shelf CMS platform

Keys to Success

Given the competitive nature of the industry, 54 & Cloudy will need to be aware of the various keys to success that are critical for long-term growth in the market.

• Digital agencies must stay up-to-date with the latest developments in technology, from the newest advertising platform to the latest software used to track and analyze campaigns
• Membership in the American Association of Advertising Agencies may indicate a higher level of professionalism in operations and boost the agency’s credibility and image
• As a highly competitive industry, digital advertising agencies must be able to develop professional proposals for work and accounts to secure contracts
• Digital advertisers that develop a solid brand with a good reputation achieve a greater level of success within the industry
• Building and scaling tools and technology that are proprietary will allow 54 & Cloudy to scale and capture market share with a defensible offering that can increase LTV and reduce long-term churn

Marketing & Sales

Marketing plan.

Like other rapidly growing B2B companies, 54 & Cloudy will focus on targeted digital and print marketing, multiple advertising campaigns, conventions/trade shows, and strategic partnerships. Since 54 & Cloudy has already been offering its services on a consulting basis and has developed a loyal following, organic inbound traffic is already coming in and will continue to create a compounding effect that will propel 54 & Cloudy to strong and sustainable growth.

In order to continue growth and maintain their industry-leading reputation, 54 & Cloudy plans to utilize their own digital marketing knowledge to expand within their core markets, growing into new markets, and increase wallet share with existing customers.

Digital and Print Marketing

54 & Cloudy will launch a robust digital marketing campaign across paid search and through digital publications/blogs specific to their core demographics. With a unique skill set and offers, 54 & Cloudy will be able to gain meaningful momentum through paid search, providing them with business demographic information and contact information for re-targeting and promotional messaging. Additionally, by working with key online and print publications and blogs specific to the company’s various end-markets, 54 & Cloudy will be able to develop a strong industry presence that will be crucial for recurring customer growth. Some of the tactics that 54 & Cloudy will use to attract customers will include free site audits, industry-specific templates, and other free services to capture emails and upsell customers.

Strategic Partners

Relationships will be formed with multiple organizations that are selling to the same end customer including with design agencies, print media groups, traditional advertising agencies, and other non-marketing service providers like bankers, lawyers, and small business associations. By building a large team of strategic partners, 54 & Cloudy will be able to generate a stable and reliable customer base that will ultimately lead to repeat customers and an increased potential for larger contracts.

Customer Re-engagement

As with any business services company, recurring customers are a vital source of income as well as word-of-mouth for a growing business. As 54 & Cloudy continues to sell within their core demographic, they will be using various engagement tactics to drive retention and improve new referrals from existing customers. Through building a strong group of loyal customers, 54 & Cloudy will be able to identify key growth opportunities for the business including new product lines and end markets to work with.

Organic Marketing

As a leading digital marketing agency, 54 & Cloudy will be able to also publish onsite blogs, detailed landing pages, and other relevant content, as they would for any client, in order to drive organic rankings and new customer acquisition. By focusing on long-tail niche content in combination with highly competitive keywords and questions, 54 & Cloudy will generate strong SEO growth and generate meaningful organic traffic.

Trade Shows/Conventions

The business will be based out of the Bay Area where 54 & Cloudy’s two founders are located. Given office rent prices and the plan to hire resources independent of physical location, 54 & Cloudy is planning to operate as a fully remote organization for the near term. There will be a small rent expense to cover the founders’ rent but no other rent or office costs will be incurred by 54 & Cloudy in the projections.

54 & Cloudy will be utilizing many of the industry’s leading automation, data tracking, analytics software for handling client work. This technology will include SEO tools, paid advertising automation platforms, A/B testing systems, and other useful resources that can help clients achieve their growth targets. Additionally, 54 & Cloudy will utilize several internal tools including a CRM, Slack, an email marketing platform, and other services to grow the business and manage operations and a remote workforce at scale.

Milestones & Metrics

Milestones table.

Key Metrics

As with many B2B businesses, 54 & Cloudy will be tracking several key customer acquisition and customer retention metrics that will drive overall profitability and allow for more reliable hiring need forecasting.

The metrics 54 & Cloudy will be tracking include:

• Revenue by Service Line
• Contribution Margin by Service Line
• Cost Per Acquisition (“CPA”)
• Churn Rate by Service Line
• Revenue Per Employee
• MRR and ARR

Ownership & Structure

54 & Cloudy is co-owned by the two founders who each have a 50% ownership in the business. The company is based in the Bay Area and is a California LLC. There are no other ownership interests in the business at this time.

Leadership Team

54 & Cloudy is currently being run as a small agency by the two founders who are looking to secure funding to make additional hiring and take on enterprise-level clients. The two founders, Tom and Stephen, have extensive experience in the market not only as e-commerce digital marketers but also as technical/UX engineers.

Tom was previously a technical/UX engineer at a successful digital marketing agency where he worked on building proprietary dashboards, reporting tools, and advertising automation for both internal and external use cases. Stephen, on the other hand, is 54 & Cloudy’s e-commerce marketing expert with more than a decade working at e-commerce companies including a fashion business in the Bay Area in 2013 that was later sold in 2019. Since the sale of that business, Stephen has worked as a contractor developing his product-side and marketing expertise for small to medium size businesses.

The two founders complement each other’s skillsets and both are looking to move 54 & Cloudy from a small contract consulting business to a full-service digital marketing agency.

Hiring Strategy

In addition to 54 & Cloudy’s leadership team, there will be a strong hiring strategy to handle all the new clients as the business grows over the five-year projection period. With a mix of full-time hires and contractors, the Company will look to scale hiring to meet client demand but not be overstaffed so that people are not fully utilized.

The following roles will be areas 54 & Cloudy will hire to handle client services.

• Acts as primary technical architect and engineer for all development, testing, and product development
• Full-stack in-house marketer that is expert in all services the firm employs. Has extensive background and experience in search engine optimization, conversion rate optimization, paid search marketing, outbound email, and site analytics
• Initially outsourced, this role handles all of the Google / Microsoft / LinkedIn / etc. ad management as well as its reporting
• Liaisons the day-to-day relationships with our clients, working closely with technical and marketing leads to deliver on contract scope and goals. Managers the timelines and execution of all projects to ensure their success
• In-house sales lead that possesses the ability to sell-in and move prospects through the buyer’s journey. Based on our target markets, this role has experience and knowledge specifically to help those business types grow
• Copywriting
• Paid Marketing
• CRO Analyst

54 & Cloudy anticipates growing from 13 resources in Year 1 to more than 45 by Year 5. As outlined in the chart below, this growth will result in Year 5 personnel expenses exceeding $3.8 million, up from $965,000 in Year 1. Revenue per employee will increase from $185,000 in Year 1 to $262,000 in Year 5.

Financial Plan investor-ready personnel plan .">

Key assumptions.

54 & Cloudy developed the following financials utilizing their extensive industry knowledge and relevant historic financial performance.

• Given the long-term nature of SEO, the churn rate is 5%
• Churn rate is slightly higher than SEO at 7.5%
• eCommerce CRO services will run thousands of AB tests across a variety of eCommerce platforms with the goal of driving sales. Through targeted user research, a team of UX analysts, and psychological experts, 54 & Cloudy will grow not only transactions but average order and customer lifetime value for clients
• Churn rate is high at 20% due to the nature of the service line
• This is an ancillary service within 54 & Cloudy’s paid and optimization offerings but can be expanded to help clients develop all onsite and paid messaging

The financial projections assume an SBA loan for $300,000 at 8% over 10 years and those funds will be sufficient to cover all growth and hiring projections outlined in the business plan.

54 & Cloudy believes that the introduction of proprietary reporting and marketing forecast dashboards will help accelerate new customer acquisition and allow churn rates to remain low for existing customers. This will be an integral selling point in 54 & Cloudy’s service packages as a way to visualize audits, changes, and provide instant access/feedback to the user. In the future, 54 & Cloudy may look to offer the reporting and forecasting dashboard as a separate stand-alone service offering.

Revenue by Month

Expenses by Month

Net Profit (or Loss) by Year

Sources of Funds

Given the management team’s long-standing success in the industry, 54 & Cloudy will be looking to secure an SBA loan in the amount of $300,000 to finance the acquisition of initial startup technology costs, as well as cover initial cash flow, needs as they ramp up customer acquisition and operates at a loss in Year 1.

Use of Funds

54 & Cloudy is securing an SBA loan for $300,000 that will be used to fund initial technology asset purchases of $65,000, startup costs including licensing, legal, and other marketing costs of $50,000, as well as cover cash flow needs during Year 1 as 54 & Cloudy, grows from negative operating income to cash flow positive by year-end.

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Featured Reads

• Marketing |
• How to create a winning marketing plan, ...

How to create a winning marketing plan, with 3 examples from world-class teams

A marketing plan helps leaders clearly visualize marketing strategies across channels, so they can ensure every campaign drives pipeline and revenue. In this article you’ll learn eight steps to create a winning marketing plan that brings business-critical goals to life, with examples from word-class teams.

To be successful as a marketer, you have to deliver the pipeline and the revenue.”

In other words—they need a well-crafted marketing plan.

Level up your marketing plan to drive revenue in 2024

Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.

7 steps to build a comprehensive marketing plan

How do you build the right marketing plan to hit your revenue goals? Follow these eight steps for success:

1. Define your plan

First you need to define each specific component of your plan to ensure stakeholders are aligned on goals, deliverables, resources, and more. Ironing out these details early on ensures your plan supports the right business objectives, and that you have sufficient resources and time to get the job done. 

Get started by asking yourself the following questions: 

What resources do I need? 

What is the vision?

What is the value?

What is the goal?

Who is my audience?

What are my channels?

What is the timeline?

For example, imagine you’re creating an annual marketing plan to improve customer adoption and retention in the next fiscal year. Here’s how you could go through the questions above to ensure you’re ready to move forward with your plan: 

I will need support from the content team, web team, and email team to create targeted content for existing customers. One person on each team will need to be dedicated full-time to this initiative. To achieve this, the marketing team will need an additional $100K in budget and one new headcount. 

What is the vision?  

To create a positive experience for existing customers, address new customer needs, and encourage them to upgrade. We’ll do this by serving them how-to content, new feature updates, information about deals and pricing, and troubleshooting guides. 

According to the Sales Benchmark Index (SBI) , CEOs and go-to-market leaders report that more than 60% of their net-new revenue will come from existing customers in 2023. By retaining and building on the customers we have, we can maintain revenue growth over time. 

To decrease the customer churn rate from 30% to 10%, and increase upgrades from 20% to 30% in the next fiscal year. 

All existing customers. 

The main channel will be email. Supporting marketing channels include the website, blog, YouTube, and social media. 

The first half of the next fiscal year. 

One of the most important things to do as you create your marketing strategy is to identify your target audience . As with all marketing, you need to know who you’re marketing to. If you’re having a hard time determining who exactly your target audience is, try the bullseye targeting framework . The bullseye makes it easy for you to determine who your target audience is by industry, geography, company size, psychographics, demographics, and more.

2. Identify key metrics for success 

Now it’s time to define what key marketing metrics you’ll use to measure success. Your key metrics will help you measure and track the performance of your marketing activities. They’ll also help you understand how your efforts tie back to larger business goals. 

Once you establish key metrics, use a goal-setting framework—like objectives and key results (OKRs) or SMART goals —to fully flush out your marketing objectives. This ensures your targets are as specific as possible, with no ambiguity about what should be accomplished by when. 

Example: If a goal of your marketing plan is to increase email subscriptions and you follow the SMART goal framework (ensuring your objective is specific, measurable, achievable, realistic, and time-bound) your goal might look like this: Increase email subscription rate from 10% to 20% in H1 . 

3. Research your competition 

It’s easy to get caught up in your company’s world, but there’s a lot of value in understanding your competitors . Knowing how they market themselves will help you find opportunities to make your company stand out and capture more market share.

Make sure you’re not duplicating your competitors’ efforts. If you discover a competitor has already executed your idea, then it might be time to go back to the drawing board and brainstorm new ways to differentiate yourself.  By looking at your competitors, you might be surprised at the type of inspiration and opportunities you’ll find.

To stay ahead of market trends, conduct a SWOT analysis for your marketing plan. A SWOT analysis helps you improve your plan by identifying strengths, weaknesses, opportunities, and threats. 

Example: If your competitor launches a social media campaign identical to what you had planned, go back to the drawing board and see how you can build off their campaign. Ask yourself: How can we differentiate our campaign while still getting our message across? What are the weaknesses of their campaign that we can capitalize on? What angles did they not approach?

4. Integrate your marketing efforts

Here’s where the fun comes in. Let’s dive into the different components that go into building a successful marketing plan. You’ll want to make sure your marketing plan includes multiple supporting activities that all add up into a powerful marketing machine. Some marketing plan components include: 

Lead generation

Social media

Product marketing

Public relations

Analyst relations

Customer marketing

Search engine optimization (SEO)

Conversational marketing

Knowing where your consumer base spends the most time is significant for nailing this step. You need to have a solid understanding of your target audience before integrating your marketing efforts. 

Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn. 

5. Differentiate with creative content

Forty-nine percent of marketers say visual images are hugely important to their content strategy. In other words, a clear brand and creative strategy is an essential component to every marketing plan. As you craft your own creative strategy, here are some tips to keep in mind: 

Speak to your audience: When defining your creative strategy, think about your audience—what you want them to feel, think, and do when they see your marketing. Will your audience find your creative work relevant? If your audience can’t relate to your creative work, they won’t feel connected to the story you’re trying to tell. 

Think outside the box: Find innovative ways to engage your audience, whether through video, animations, or interactive graphics. Know what screens your creative work will live on, whether desktop, mobile, or tablet, and make sure they display beautifully and load quickly across every type of device. 

Tie everything back to CTAs: It’s easy to get caught up in the creative process, so it’s important to never lose sight of your ultimate goal: Get your audience to take action. Always find the best way to display strong Calls to Action (CTAs) in your creative work. We live in a visual world—make sure your creative content counts.

Streamline creative production:   Once you’ve established a strong creative strategy, the next step is to bring your strategy to life in the production stage. It’s vital to set up a strong framework for your creative production process to eliminate any unnecessary back and forth and potential bottlenecks. Consider establishing creative request forms , streamlining feedback and approval processes, and taking advantage of integrations that might make your designers’ lives easier.

Example: If your brand is fun and approachable, make sure that shows in your creative efforts. Create designs and CTAs that spark joy, offer entertainment, and alleviate the pressure in choosing a partner.

6. Operationalize your marketing plan

Turn your plan into action by making goals, deliverables, and timelines clear for every stakeholder—so teams stay accountable for getting work done. The best way to do this is by centralizing all the details of your marketing plan in one platform , so teams can access the information they need and connect campaign work back to company goals.  

With the right work management tool , you can: 

Set goals for every marketing activity, and connect campaign work to overarching marketing and business objectives so teams focus on revenue-driving projects. 

Centralize deliverables for your entire marketing plan in one project or portfolio .

Mark major milestones and visualize your plan as a timeline, Gantt chart, calendar, list, or Kanban board—without doing any extra work. 

Quickly loop in stakeholders with status updates so they’re always up to date on progress. This is extremely important if you have a global team to ensure efforts aren’t being duplicated. 

Use automations to seamlessly hand off work between teams, streamlining processes like content creation and reviews. 

Create dashboards to report on work and make sure projects are properly staffed , so campaigns stay on track. 

With everything housed in one spot, you can easily visualize the status of your entire marketing plan and keep work on track. Building an effective marketing plan is one thing, but how you operationalize it can be your secret to standout marketing.

Example: If your strategy focuses on increasing page views, connect all campaign work to an overarching OKR—like “we will double page views as measured by the amount of organic traffic on our blog.” By making that goal visible to all stakeholders, you help teams prioritize the right work. 

See marketing planning in action

With Asana, marketing teams can connect work, standardize processes, and automate workflows—all in one place.

7. Measure performance

Nearly three in four CMOs use revenue growth to measure success, so it’s no surprise that measuring performance is necessary. You established your key metrics in step two, and now it’s time to track and report on them in step eight.

Periodically measure your marketing efforts to find areas of improvement so you can optimize in real-time. There are always lessons to be learned when looking at data. You can discover trends, detect which marketing initiatives performed well, and course-correct what isn’t performing well. And when your plan is complete, you can apply these learnings to your next initiative for improved results. 

Example: Say you discover that long-form content is consistently bringing in 400% more page views than short-form content. As a result, you’ll want to focus on producing more long-form content in your next marketing plan.

Marketing plan examples from world-class teams

The best brands in the world bring their marketing plans to life every day. If you’re looking for inspiration, check out these examples from successful marketing teams.

Autodesk grows site traffic 30% three years in a row

When the Autodesk team launched Redshift, it was initially a small business blog. The editorial team executed a successful marketing plan to expand it into a premier owned-media site, making it a destination for stories and videos about the future of making. 

The team scaled content production to support seven additional languages. By standardizing their content production workflow and centralizing all content conversations in one place, the editorial team now publishes 2X more content monthly. Read the case study to learn more about how Autodesk runs a well-oiled content machine.

Sony Music boosts creative production capacity by 4X

In recent years the music industry has gone through a pivotal transition—shifting from album sales to a streaming business model. For marketing and creative teams at Sony Music, that meant adopting an “always on” campaign plan. 

The team successfully executed this campaign plan by centralizing creative production and approvals in one project. By standardizing processes, the team reduced campaign production time by 75%. Read the case study to learn more about how Sony Music successfully scaled their creative production process.

Trinny London perfects new customer acquisition 

In consumer industries, social media is crucial for building a community of people who feel an affinity with the brand—and Trinny London is no exception. As such, it was imperative that Trinny London’s ad spend was targeted to the correct audience. Using a work management tool, Trinny London was able to nail the process of creating, testing, and implementing ads on multiple social channels.

With the help of a centralized tool, Trinny London improved its ad spend and drove more likes and subscriptions on its YouTube page. Read the case study to learn more about how Trinny London capitalized on paid advertising and social media. 

Turn your marketing plan into marketing success 

A great marketing plan promotes clarity and accountability across teams—so every stakeholder knows what they’re responsible for, by when. Reading this article is the first step to achieving better team alignment, so you can ensure every marketing campaign contributes to your company’s bottom line. 

Use a free marketing plan template to get started

Once you’ve created your marketing strategy and are ready to operationalize your marketing plan, get started with one of our marketing templates . 

Our marketing templates can help you manage and track every aspect of your marketing plan, from creative requests to approval workflows. Centralize your entire marketing plan in one place, customize the roadmap, assign tasks, and build a timeline or calendar. 

Once you’ve operationalized your entire marketing plan with one of our templates, share it with your stakeholders so everyone can work together in the same tool. Your entire team will feel connected to the marketing plan, know what to prioritize, and see how their work contributes to your project objectives . Choose the best marketing template for your team:

Marketing project plan template

Marketing campaign plan template

Product marketing launch template

Editorial calendar template

Agency collaboration template

Creative requests template

Event planning template

GTM strategy template

Still have questions? We have answers. 

What is a marketing plan.

A marketing plan is a detailed roadmap that outlines the different strategies your team will use to achieve organizational objectives. Rather than focusing solely on the end goal, a marketing plan maps every step you need to reach your destination—whether that’s driving pipeline for sales, nurturing your existing customer base, or something in-between. 

As a marketing leader, you know there’s never a shortage of great campaign and project ideas. A marketing plan gives you a framework to effectively prioritize work that aligns to overarching business goals—and then get that work done. Some elements of marketing plans include:

Current business plan

Mission statement  

Business goals

Target customers  

Competitive analysis 

Current marketing mix

Key performance indicators (KPIs)

Marketing budget  

What is the purpose of a marketing plan?

The purpose of a marketing plan is to grow your company’s consumer base and strengthen your brand, while aligning with your organization’s mission and vision . The plan should analyze the competitive landscape and industry trends, offer actionable insights to help you gain a competitive advantage, and document each step of your strategy—so you can see how your campaigns work together to drive overarching business goals. 

What is the difference between a marketing plan and a marketing strategy? 

A marketing plan contains many marketing strategies across different channels. In that way, marketing strategies contribute to your overall marketing plan, working together to reach your company’s overarching business goals.

For example, imagine you’re about to launch a new software product and the goal of your marketing plan is to drive downloads. Your marketing plan could include marketing strategies like creating top-of-funnel blog content and launching a social media campaign. 

What are different types of marketing plans? 

Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll need to create a different type of marketing plan. Some different types of marketing plans include, but aren’t limited to:

General marketing plan: A general marketing plan is typically an annual or quarterly marketing plan that details the overarching marketing strategies for the period. This type of marketing plan outlines marketing goals, the company’s mission, buyer personas, unique selling propositions, and more. A general marketing plan lays the foundation for other, more specific marketing plans that an organization may employ. 

Product launch marketing plan: A product launch marketing plan is a step-by-step plan for marketing a new product or expanding into a new market. It helps you build awareness and interest by targeting the right audience, with the right messaging, in the right timeframe—so potential customers are ready to buy your new offering right away. Nailing your product launch marketing plan can reinforce your overall brand and fast-track sales. For a step-by-step framework to organize all the moving pieces of a launch, check out our product marketing launch template .

Paid marketing plan: This plan includes all the paid strategies in your marketing plan, like pay-per-click, paid social media advertising, native advertising, and display advertising. It’s especially important to do audience research prior to launching your paid marketing plan to ensure you’re maximizing ROI. Consult with content strategists to ensure your ads align with your buyer personas so you know you’re showing ads to the right people. 

Content marketing plan: A content marketing plan outlines the different content strategies and campaigns you’ll use to promote your product or service. When putting together a content marketing plan, start by identifying your audience. Then use market research tools to get the best insights into what topics your target audience is most interested in.

SEO marketing plan: Your SEO marketing plan should work directly alongside your content marketing plan as you chart content that’s designed to rank in search results. While your content marketing plan should include all types of content, your SEO marketing plan will cover the top-of-funnel content that drives new users to your site. Planning search engine-friendly content is only one step in your SEO marketing plan. You’ll also need to include link-building and technical aspects in order to ensure your site and content are as optimized as possible.

Social media marketing plan: This plan will highlight the marketing strategies you plan to accomplish on social media. Like in any general or digital marketing plan , your social media strategy should identify your ideal customer base and determine how they engage on different social media platforms. From there, you can cater your social media content to your target audience.  

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How to Write a Marketing Agency Business Plan to Get You More Growth

Today, digital marketing is essential for all businesses. Digital marketing may be highly helpful whether starting a business from scratch or developing an existing one.

At that point, a digital marketing agency becomes relevant. Just as there are many things that a digital marketing agency may accomplish, there are also many different options available to these agencies.

And running a successful digital marketing agency can be for you if you're a creative person with strong interpersonal and social media abilities.

To get started, all you need is a business plan for a digital marketing agency.

What is a business plan?

A business plan is a comprehensive document that outlines the key elements and strategies of a business venture. It serves as a roadmap, providing a detailed description of the business concept, its objectives, and the methods it will employ to achieve success. 

Typically structured into sections, a business plan covers aspects such as the business description, market analysis, organizational structure, product or service offerings, marketing and sales strategies, financial projections, and operational plans. 

It's interesting to note that roughly 70% of companies that survive for five years do so by adhering to a strategic business strategy.

The business plan acts as a communication tool, conveying the business idea to potential investors, partners, or stakeholders. It forces entrepreneurs to thoroughly evaluate and articulate their business model, target market, competitive landscape, and financial viability. 

A well-crafted business plan not only guides the company's growth but also helps in securing funding, attracting talent, and adapting to market changes. It is a dynamic document that evolves with the business, providing a foundation for strategic decision-making and long-term sustainability.

What do you meant by marketing agency?

A marketing agency is a professional service firm that assists businesses in planning, executing, and managing their marketing strategies and activities.

These agencies are typically composed of marketing experts who specialize in various areas such as advertising, branding, digital marketing, public relations, social media, and more. 

Marketing agencies work collaboratively with businesses to enhance their visibility, promote products or services, and achieve specific marketing objectives.

Services provided by marketing agencies can include market research, campaign development, creative design, content creation, media planning and buying, search engine optimization (SEO), social media management, and analytics. 

The goal is to help businesses effectively reach their target audience, build brand awareness, generate leads, and ultimately drive sales.

Marketing agencies may cater to diverse industries and business sizes, offering tailored solutions based on the unique needs and goals of their clients.

They play a crucial role in navigating the dynamic and competitive landscape of modern marketing, leveraging their expertise to optimize strategies and deliver measurable results for their clients.

What is the need for a business plan for a marketing agency? 

A business plan is indispensable for a marketing agency due to its multifaceted role in guiding, sustaining, and advancing the business. Firstly, it serves as a strategic compass, delineating the agency's mission, objectives, and the path to achieve them. 

This strategic clarity is pivotal for making informed decisions, setting priorities, and aligning the team toward common goals.

Market understanding is another critical facet. A well-researched business plan delves into the competitive landscape, target demographics, and industry trends. 

This knowledge is the bedrock for devising effective marketing strategies, ensuring the agency remains agile and responsive to market dynamics. A business plan adds 30% to the likelihood of expansion.

Financial planning is paramount for any business, and a marketing agency is no exception. The business plan outlines budgeting, revenue projections, and resource allocation. 

This financial roadmap not only aids in managing day-to-day expenses but is also crucial for securing funding from investors or financial institutions.

Client acquisition and retention strategies are elucidated in the business plan. It details the agency's unique value proposition, pricing models, and approaches to building and sustaining client relationships. 

This is pivotal for attracting clients and ensuring their satisfaction and long-term partnership.

Moreover, the business plan delves into operational aspects, delineating the organizational structure, roles, and responsibilities. This promotes internal efficiency, streamlining workflows and enhancing communication within the team.

Read More: What Does A Marketing Agency Do: A General Overview (clientvenue.com)

Things to Consider Before Writing a Digital Marketing Agency Business Plan?

Before diving into your digital marketing agency business plan, consider these key factors:

1. Market Research

Understand your target audience and industry trends. Analyze competitors and identify your unique selling points.

2. Services and Niche

Clearly define the digital marketing services you will offer. Consider specializing in a niche to stand out in the market.

3. Business Model

Decide on your pricing structure and payment terms. Explore retainer-based models or project-based pricing.

4. Legal Structure and Compliance

Choose a legal structure for your agency (LLC, Corporation, etc.). Ensure compliance with local business regulations and licensing.

5. SWOT Analysis:

Evaluate your agency's Strengths, Weaknesses, Opportunities, and Threats. Use this analysis to shape your business strategy.

6. Target Clients

Identify your ideal clients and industries. Tailor your services to meet the specific needs of your target market.

7. Marketing and Sales Strategy

Outline how you will market your agency. Define your sales process and customer acquisition strategies.

8. Team Structure and Skills

Determine the team structure and skills needed. Assess whether additional training or hiring is required.

9. Technology and Tools

Choose the digital marketing tools and platforms you'll use. Consider investments in automation and analytics tools.

10. Financial Projections

Develop detailed financial projections, including startup costs and operating expenses. Estimate revenue projections based on realistic client acquisition goals.

11. Client Retention and Expansion

Plan for client retention strategies. Consider how you'll expand services for existing clients.

12. Risk Management

Identify potential risks and outline strategies to mitigate them. Have contingency plans for unforeseen challenges.

13. Brand Identity

Create a strong brand identity for your agency. Ensure your branding is consistent across all channels.

14. Networking and Partnerships

Build relationships within the industry. Explore potential partnerships with other businesses.

15. Measuring Success

Define key performance indicators (KPIs) to measure success. Regularly assess and adjust your strategies based on performance data.

Taking the time to thoroughly consider these aspects will lay a solid foundation for your digital marketing agency business plan, increasing the likelihood of success in this dynamic and competitive industry.

Read More: 11 Key Strategies to Drive Growth in Marketing Agencies

What is Marketing Agency Structure?

A marketing agency structure is the organizational framework that shapes how you and your team collaborate and operate within your agency. It's influenced by your agency's size, the variety of marketing services you offer, and how you manage your clients.

In order for your marketing efforts to succeed, you need a well thought out and organized marketing agency structure in place.

The seven aspects below are critical when building your company's foundation:

• Service-Oriented Structure : Your agency's structure should align with the services offered. For instance, an agency focusing solely on social media marketing might benefit from a dedicated team for managing client profiles. In contrast, agencies offering a broader range of services will require multiple teams, each specialized in different services, with potential overlaps based on current needs.
• Size and Complexity : The size of the agency dictates its structure. Smaller firms might operate effectively with a few multi-skilled employees, while larger agencies require more complex, segmented teams. As the agency grows, its structure can evolve to accommodate new needs and complexities.
• Billing and Payment Process : The agency's approach to billing and payment influences its structure. If offering diverse services, a centralized team handling billing, project management, and client communications might be optimal. This ensures streamlined processes and clear client expectations.
• Reporting and Organizational Structure : The choice between a flat or hierarchical structure depends on the services offered and information access requirements. Effective reporting systems are essential for proactive problem management and avoiding data overload.
• Team Collaboration and Autonomy : The structure should reflect the working preferences of team members, balancing between autonomy for individual-driven tasks and collaboration for team-oriented projects. Effective communication is key to navigating potential challenges.
• Training and Skill Development : Training tailored to the services offered ensures team members are well-equipped and up-to-date. Structuring teams by specialty areas can facilitate focused learning and skill enhancement.
• Onboarding and Training Program : Efficient onboarding is crucial, regardless of the agency's service range. The training program should match the agency's operational approach, whether it's collaborative or centered around individual leadership.

How to Write a Business Plan for a Digital Marketing Agency 

A business plan is necessary if you want to launch a new digital marketing agency or grow your existing one. The following tutorial provides all the information you need to write each crucial part of your business plan for a digital marketing agency.

1. Executive Synopsis

Although it introduces your business plan, your executive summary should typically come last because it summarises all of the important parts of your document.

Your executive summary should draw the reader in right away. Tell them about the nature of your digital marketing agency and its current state. 

Are you a startup, for instance, running a chain of digital marketing agencies, or do you already have a digital marketing firm that you would like to expand? After that, give a brief synopsis of each of the areas that follow in your strategy. 

• Give a succinct summary of the digital marketing sector. 
• Talk about the kind of digital marketing company you run. 
• Provide specifics about your direct rivals. Provide a synopsis of your intended clientele. 
• Give a brief overview of your marketing approach. Determine who the important team members are. 
• Provide a synopsis of your budget.

2. Company Overview

You will describe the kind of digital marketing agency you run in your company overview.

For instance, your company may focus on any of the following categories of digital marketing agencies:

1. Full Service Digital Marketing Agency : This category of agencies typically provides a wide range of digital marketing services and is larger than most other categories. 

Because they have the expertise completing particular tasks that businesses need done, including lead nurturing campaigns or website redesigns, businesses frequently collaborate with full-service digital marketing organisations. 

Additionally, these firms can bolster current marketing teams at a less expensive rate than it would be to expand them through new recruits.

2. SEO Digital Marketing Agency: the main goal of this kind of agency is to improve their clients' websites' search engine rankings and content.

3. Social Media Marketing Agency : Digital marketing agencies that specialise in social media strategy assist businesses in creating and managing a strong online presence on social media. 

They create content for social media and oversee their ads on Facebook, Instagram, and other social media platforms. Other services include managing influencer outreach for affiliate marketing and/or cross-promotion and responding to customer interactions on social media platforms.

4. Web design and digital marketing agencies: these firms are composed of a group of imaginative designers who develop unique, search engine-optimized websites for their customers. 

The business background and the type of digital marketing agency you will run should be covered in the company overview.

Provide responses to inquiries like: 

• When and why did you launch the company?
• What accomplishments have you made thus far? Reaching a certain number of clients served, serving a certain number of clients with favourable outcomes, and so on are examples of milestones.
• Your company's legal setup. Have you filed as an S-Corp? A Limited Liability Company? An individual business? Here is where you explain your legal structure.

3. Industry Analysis

You must include a summary of the digital marketing sector in your industry or market study.

Even while it might not appear required, this has several uses. 

First, you become knowledgeable by investigating the digital marketing sector. It aids in your comprehension of the market you are serving. 

Second, if you identify market trends using your study, market research can help you better your marketing plan. Demonstrating to readers your sector expertise is the third reason. You accomplish it by carrying out the study and incorporating it into your plan.

Your digital marketing agency business plan's industry analysis section should address the following queries:

• In terms of dollars, how large is the digital marketing industry?
• The market is it growing or shrinking?
• Who are the main rivals in the industry?
• Which companies dominate the market as suppliers?
• Which trends are having an impact on the sector?
• How much does the industry expect to grow over the next five to ten years?
• What is the size of the relevant market? In other words, what is the size of your digital marketing agency's possible target market? By determining the market size throughout the nation and then extrapolating that number to your local population, you can get an estimate of this kind.

4. Customer Analysis

Your digital marketing agency business plan needs to include a customer analysis section that lists all of the clients you now service and/or anticipate servicing. Examples of consumer segments include small and large corporations as well as nonprofit organisations.

As you may expect, the digital marketing business you run will be greatly influenced by the customer segment or segments you decide to target. It seems sense that charitable organisations would react differently to marketing campaigns than, say, major corporations.

Make an effort to identify the distinct psychographic and demographic profiles of your target audience. In terms of demographics, you should talk about the ages, genders, localities, and economic brackets of the possible clients you hope to work with.

Your target clients' demands and goals are clarified by psychographic profiles. Your ability to identify and categorise these needs will improve as you try to draw in and keep clients.

5. Competitive Analysis

The direct and indirect rivals that your company faces should be listed in your competitive analysis, with an emphasis on the latter. Other digital marketing agencies are direct rivals. 

Other options that clients must choose from that do not directly compete with your goods or service are known as indirect rivals. This covers freelancers, apps, and social networking sites. You should also bring up this kind of rivalry.

Give a brief synopsis of these rivals' businesses and list their advantages and disadvantages. Knowing everything about your competition will be impossible unless they employ you at one point. However, you ought to be able to learn important details about them, including

• Which kinds of customers do they cater to?
• What kind of digital marketing company do they operate?
• How much do they charge (premium, inexpensive, etc.)?
• What skills do they possess?
• What shortcomings do they have? 

6. Marketing Plan

The four Ps are traditionally included in a marketing plan: product, price, place, and promotion. Your marketing plan for a digital marketing agency should contain the following elements:

Product: You should restate the kind of digital marketing agency that you listed in your company overview in the product area. Next, provide specifics about the goods and services you plan to provide. For instance, would you offer public relations, social media management, SEO management, or website design?

Price : Keep a record of the rates you will charge and their relative value to those of your rivals. Your plan's product and price subsections essentially list the goods and/or services you provide together with their associated costs.

Place: The address of your digital marketing firm is the place in question. Note the location of your agency and how the site will contribute to your success. For instance, is your digital marketing company based entirely online, in a busy business district, a freestanding office, or a retail district? Talk about how your website might be the best place for your clients to visit.

Promotions: The last section of your marketing plan for your digital marketing agency is where you detail your strategy for attracting prospective clients to your location(s).

7. Operations Plan

Your operations strategy outlines how you will achieve your goals, which were previously detailed in the sections of your business plan. The two separate sections that make up your operations strategy are as follows.

All of the daily short-term procedures that go into managing your digital marketing agency, such as staff meetings, billing clients, planning and scheduling ad campaigns, and client communication, are considered everyday short-term operations. 

Your long-term objectives are the benchmarks you want to reach. These could be the days you intend to schedule your Xth session or the goal of earning $X in income. It might also correspond with your plans to move your digital marketing company to an other city. 

8. Management Team

A solid management team is necessary to showcase the potential for the success of your digital marketing organisation. Emphasise the backgrounds of your important individuals, highlighting the abilities and experiences that demonstrate their capacity to expand a business. 

It would be ideal if you have direct experience managing digital marketing companies, as does any team member. If so, emphasise your experience and knowledge. Additionally, emphasise any experience you believe will contribute to your company's success.

If there are gaps in your staff, think about forming an advisory board. Two to eight people who could mentor your company would make up an advisory board. They would assist in offering clarification and tactical direction.  

9. Financial Plan

Your five-year financial statement, broken down monthly or quarterly for the first year and then annually after that, should be included in your financial plan. The cash flow, balance sheet, and income statements are parts of your financial statements.

Income Statement: A profit and loss statement, or P&L, is a more popular term for an income statement. To determine whether you made a profit or not, it first displays your revenue and then deducts your costs.

Balance Sheets: Liabilities and assets are displayed on balance sheets. Balance sheets might contain a lot of information, so attempt to distil them down to the essential details you should be aware of. 

Cash Flow Statement: You can make sure you never run out of money by using your cash flow statement to estimate how much you'll need to launch or expand your company.

The majority of entrepreneurs and company owners are unaware that it is possible to make a profit but still run out of money and file for bankruptcy. 

10. Appendix

Include all of your financial estimates in the appendix of your strategy, along with any additional documentation that strengthens it. For instance, you may attach the lease for your office space or a list of the digital marketing services you want to provide.

How ClientVenue can help a marketing agency in project management?

ClientVenue's capabilities extend beyond conventional project management tools, providing a centralized platform where teams can seamlessly collaborate, communicate, and execute tasks with precision.

From initial project ideation to the final deliverables, ClientVenue ensures that every phase is meticulously organized and effortlessly executed. 

The platform facilitates real-time communication, breaking down silos within teams and fostering a collaborative environment that accelerates project timelines.

ClientVenue also allows agencies to efficiently gather client feedback, share project updates, and provide transparent insights into project progress. This not only strengthens the client-agency relationship but also ensures that projects align seamlessly with client expectations.

As we delve into the nuanced ways in which ClientVenue transforms project management for marketing agencies, it becomes evident that this platform is more than a tool – it's a strategic partner in navigating the complexities of modern marketing endeavors.

Read More: Top 10 Best Marketing Agency Project Management Tool

ClientVenue can significantly enhance project management for marketing agencies through its robust features:

1. Task Management

Efficiently organize tasks related to marketing campaigns, ensuring that each aspect of a project is clearly defined, assigned, and tracked.

2. Collaboration Tools

Foster seamless collaboration among team members. ClientVenue's collaboration features facilitate communication, file sharing, and real-time updates, enhancing teamwork.

3. Client Communication

Streamline client communication with dedicated channels or spaces for client interactions. This ensures that client feedback, approvals, and requests are centralized, reducing the chances of miscommunication.

4. Timeline and Milestones

Create project timelines and milestones, providing a visual representation of the project's progress. This helps in setting expectations, managing deadlines, and ensuring timely delivery.

5. Resource Allocation

Efficiently allocate resources by having a clear overview of team members' workloads. This prevents overloading individuals and ensures tasks are distributed evenly.

6. Document Management

Centralize document storage for marketing materials, campaign assets, and other relevant files. This makes it easy for team members to access and reference materials as needed.

7. Budget Tracking

Monitor project budgets and expenses within ClientVenue. This feature helps in controlling costs, avoiding overruns, and ensuring that projects stay within financial constraints.

8. Client Feedback Loop

Establish a structured feedback loop with clients, ensuring that their input is seamlessly integrated into the project. This not only improves client satisfaction but also contributes to the overall project quality.

9. Reporting and Analytics

Utilize reporting features to track key project metrics. This data-driven approach allows marketing agencies to assess project performance, identify areas for improvement, and make informed decisions.

10. Integration Capabilities

Integrate ClientVenue with other tools and platforms used in marketing, such as CRM systems, analytics tools, or design software. This ensures a cohesive workflow and avoids silos of information.

By leveraging these features, ClientVenue empowers marketing agencies to streamline their project management processes, enhance collaboration, and ultimately deliver successful and well-executed campaigns for their clients.

Read More: Top 12 Project Management Software for Marketing Agencies

In conclusion, crafting a comprehensive marketing agency business plan sets the stage for success and opens doors to remarkable opportunities, such as securing a coveted spot on The Today Show. 

A well-thought-out business plan's strategic planning, market analysis, and goal-setting provide a roadmap for growth, innovation, and visibility.

As marketing agencies navigate the dynamic landscape of media exposure, having a tool like ClientVenue becomes invaluable. ClientVenue streamlines project management, ensuring seamless collaboration, effective communication, and efficient resource allocation. 

With features designed to enhance client interactions, manage timelines, and monitor budgets, ClientVenue empowers marketing agencies to meet and exceed client expectations.

In the fast-paced world of media, standing out requires creativity and organizational excellence. ClientVenue acts as a catalyst for achieving both, enabling marketing agencies to envision success on platforms like The Today Show and work towards it systematically. 

Elevate your agency's potential with ClientVenue – where innovation meets efficiency, and every project is poised for success.

Register now

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If you like this article, you might want to checkout Clientvenue. With ClientVenue , you can easily onboard new clients, manage project tasks and timelines, track time and expenses, collaborate with your team, generate reports, and create and send invoices. Click here to start with a free trial.

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How to Write a Digital Marketing Agency Business Plan (with PDF Template)

SEOptimer now serves over 2,000 digital agencies around the world and through the years we've had the chance to connect with many of our agency customers to understand their early days in starting their agency. This is incredibly interesting to us because it helps us understand where and how they plan to grow so we can help build the features they need in SEOptimer.

This article is the 3rd in our series focused on starting a new digital agency. For some useful prior reading be sure to check out our previous articles:

• How to Start a Digital Marketing Agency : a comprehensive guide covering typical agency business models, services, hiring, training, new business, day to day management and more!
• Digital Agency Lean Canvas : a digital agency business model on a single page! The lean canvas is a popular documentation methodology borrowed from the tech startup world.

Don't be dismayed if it feels like there's a lot of other competing digital agencies in your city. This is perfectly normal. Digital marketing services like local SEO, for example, are dominated by small agencies. Search Engine Land reported that over 50% of local SEO agencies have 10 or fewer clients. Forbes Council Member Jon Hall says, this keeps the industry "weird" - aka diverse as its not dominated by a small handful of big agencies.

The first step in launching a new digital marketing agency is to write a plan. In this guide, we'll cover two of the more traditional ways to define a business plan document with handy downloadable templates:

• Digital Marketing Agency Business Plan Document (DOCX & PDF) Template
• Creative Agency Business Plan Deck (PPTX) Template

Why do you need a Digital Marketing Agency Business Plan?

The days of mandatory 50+ page business plans are long gone. The choice is now yours as to whether you define your digital agency business plan in an in-depth strategic document or not. Some agency founders find it useful to brainstorm this way and document their thought process in a long-form fashion across many pages. Other founders prefer creating shorter slide decks, others opt for a 1-page lean canvas version or some even write their plan in a wiki or business planning tool.

There is no right or wrong way to document your plan. You need to find the documentation method that suits you best. If you're unsure what suits you best, the following factors may help you decide:

Consideration #1: Who is the audience?

Think about who this document is for. Who will read it? In some cases it will just be you and the founding team. If you are raising money, obviously your investors will be a key audience.

You might also have business partners or board members who may be an audience too. When thnking through all these different groups, work backwards from the most optimal presentation format.

Consideration #2: Seek an unbiased third-party opinion

Devin Schumacher is the Founder of SEO agency SERP and says it's easy to get swept up in your own overly optimistic projections.

"Ask an experienced agency founder you trust or admire to sanity-check your plan. Seeking an objective opinion from a third-party detached from your new business is vital."

Devin makes a great point. This type of peer review methodology is commonplace in other industries but sometimes lacking amongst agency founders. Make sure you get at least 1 other unbiased opinion from someone who has already achieved success in your niche.

Don't fall into the trap of asking a friend or your accountant or someone you know personally to review your plan. Doing so will give you a biased opinion. You need an unbiased opinion from someone willing to give you objective feedback.

Consideration #3: Stand your ground

The whole point of a business plan is to take the time and effort to research the market, your competitors and potential clients. This document will distill all your insights into a strategic plan you can operationalize. As is always the case, unexpected distractions masquerading as opportunities (rightly or wrongly) will pop up in your field of view demanding your attention.

Perhaps it's a new client opportunity with a project slightly adjacent to your niche. Perhpas a hiring opportunity for a role you didn't plan to hire yet. Sometimes the hardest thing is to say no, when you're in the mindset of taking every opportunity for growth.

During these situations, revisit your agency business plan and remind yourself of your focus area niche and how you planned to grow within that niche.

Consideration #4: But, be ok with change

In fact this balance between sticking to the plan and pivoting the plan needs to be navigated by every digital agency founder. It's not easy and often you will be second-guessing yourself.

"Every agency owner I know has had to massively adjust their target audience, pricing structure, competitor analysis, and service offerings based on the way they grow over the first 2-5 years."

Rebekah says that founders need to be prepared for change, afterall, digital marketing is in constant flux and evolution, so change is the norm and we need to write business plans with flexibility in mind.

Trust your performance metrics and continue to do the things that have the biggest quantifiable business impact.

Typical Business Plan structures

We mentioned previously that there's no right or wrong way to document your business plan. So with that said, let's look at some typical marketing agency business plan templates that you can use. After considering all the factors above, choose the structure that works for you and your stakeholders best. We've outlined six of the more common options below:

Option #1: Written business document

This is the more traditional (and still valid) way to describe your business. A written business plan document in MS Word or Google Docs is still the most common way to document your digital marketing agency business plan.

This type of business plan is considered "long-form", ie: longer in length and suited to more descriptive language. Expect to write longer rationales, longer explanations with plenty of space for evidence, research, insights and strategy. This type of plan will likely be 30+ pages and feel comprehensive. This comprehensiveness is especially needed if external investors or business partners are involved who need to be convinced of the robustness of your plan.

Option #2: Slide deck

The PowerPoint Presentation (or Google Slides or Keynote) has become the go-to corporate communication format. Digital agency founders spend most of their time communicating to staff, clients and stakeholders in PowerPoint so it makes sense to use this format for the purposes of communicating the agency's overall business plan.

The fundamental difference between this option and the written document, is that a slide deck is a presentable format. So typically you might be in the room with your business partners, walking through the presentation on the screen. Whereas in option #1, a written document is not a compelling way to present an idea. It's much more suited as a sent document to be consumed in isolation. That's not to say that a slide deck can't be utilized this way, it's just more common that you would be presenting and talking through your plan with the slides serving as a visual backup to what you say.

There's also a good argument for doing both (ie written document AND slide deck). It comes down to who all the stakeholders are (eg investors, business partners or just you) and whether you intend to present your plan or just document your plan.

Option #3: Lean canvas

The Lean Canvas developed by leanstack.com is a business plan on a page split into 10 boxes. This planning document has become very popular in the tech/startup world and has since been adopted in many other industries, including digital agencies. Be sure to check out our previous article explaining how to use a Lean Canvas for your agency .

The entire business plan fits on a single page which means you obviously need to sweat on every single world and ensure only the most important details are included. We are big supporters of this format because this helps you prioritize and focus your efforts down to the fundamental aspects of your new business.

Option #4: Wiki

In the context of a business, a Wiki is usually an internal website with multiple interlinking articles. The biggest Wiki in the world is Wikipedia and if you want to get really meta, check out Wikipedia's wiki about wikis :

"A wiki (/wɪki/ WIK-ee) is a hypertext publication collaboratively edited and managed by its own audience directly using a web browser. A typical wiki contains multiple pages for the subjects or scope of the project."

Wiki's are generally perceived as internal knowledge bases so if your business plan has executional detail, this might be a good format for documenting processes and methodologies for staff.

Option #5: General Planning tool

Tools like Notion and Trello have grown massively in recent years as more people are working remotely and more work in general is being done collaboratively online.

These types of planning tools are designed to be multi-purpose and fall somewhere between a wiki and a specialized business planning tool.

How to construct the business plan

Now that we've covered the typical business plan structures let's look at the specifics of how you actually go about constructing the business plan and each of the main tasks you need to perform and sections of the business plan.

Market research data gathering

Customer/client research.

Rebekah Edwards, who we spoke to previously stresses the importance of market research with as many potential clients as you can. She interviewed several businesses in their target market when developing their service offerings and pricing. Some of the questions she thought were most helpful included:

• With no other information, what do you think X would cost from an agency? (X being the service in question.)
• What is the biggest roadblock for you to accomplish X in-house? (X being basic content/SEO projects, such as article creation/editing/uploading or strategizing new keywords.)
• How would you typically search for a digital marketing agency? (Referrals, social media, Google search, etc. — this helped us understand how to best market our services)
• If you already work with a digital marketing agency of any kind, what stood out? Why did you sign on the dotted line?
• Have there been digital marketing agencies you've specifically decided not to work with for any particular reason? What were the red flags or the issues with a fit that led you to say no?
• What matters most to you when working with a digital marketing agency? (Examples: data/analytics, frequent communication, hitting deadlines every time, price, niche of expertise, etc.)

Answers to these questions are invaluable as they help you position and market your new digital agency based on customer insight.

Competitor research

The importance of competitor research goes without saying. It's vital you have a good understanding of how your competitors are going to market, how they sell, who they target and what their rough price points are. If you have a friend who owns a small business, ask them to mystery shop at a competitor so they can report back to you what the sales process was like.

The way you position and sell your services should be informed by a combination of both customer insights and competitor insights. Addressing client needs whilst maintaining a unique selling proposition will set your new digital agency up for success!

Building out the business plan

Download our template: digital marketing agency business plan document.

To make edits to the document make sure to download our DOCX template which you can edit directly in Microsoft Word. However if you would prefer a printable PDF, we also provide this option too. Use these templates as a starting point to help you draft your digital marketing business plan:

Below are some of the highlight areas of the plan:

Market Research Findings

We suggest conducting three types of research to inform your marketing agency business plan:

• Qualitative research like one-on-one interviews, focus groups and meetings with prospective clients
• Quantitative reserach like online surveys, mass emails and multivariate testing
• Competitor analysis to determine their strengths and weaknesses

Unique Selling Proposition (USP) and Service Offering

Nailing your USP will be tough especially if you are in a competitive industry / city. Use the previous market research tasks to discover where the gaps are in the market and leverage these insights to position your new agency to be competitive AND different. Perform a SWOT analysis based on your new USP. Then you can determine your actual service offerings and pricing strategy.

Go-To-Market (GTM) Plan and Org Structure

Define your target market - the exact client types who you want to sell to and list the marketing and advertising activities that you will perform that would be most effective in reaching these types of people.

Also list your people (this might not be many on day 1!), sources of advice and support as well as the strategies you'll use to retain your staff and build their skills and knowledge.

Goals Sales Forecasting

This marketing agency business plan template includes goal setting for the next year and goal setting for the next 3 years. This page is structured to help you set SMART goals.

SMART goals are:

• Specific : In the '[Enter a goal]' section describe your goal clearly and ensure you attach a person responsible in the 'Who's responsible' section.
• Measureable : Ensure the actions you list in the 'Actions to achieve goal' have an objective outcome
• Achievable : Ensure you sense-check your goals with your team and all agree that they are attainable
• Relevant : Ensure this is a priority goal and will help your new agency grow
• Time-bound : Enter a due date to ensure the goal doesn't get forgotten

Use the Cash flow forecast table as a simple way to visualize cash-on-hand in your first 12 months. Add rows to estimate your monthly expenses like payroll, rent, utilities, subscriptions, insurance, fees and other ongoing costs.

Tools and Tech

Finally, list out all the tools and technology your new agency will likely need to run an efficient operation. We've listed SEOptimer for you already because it's one of the best, low-cost lead generation tools for your agency. Over 2,000 digital agencies use SEOptimer to generate white label site audits and embed an audit form on their agency website to capture new lead details.

Creative Agency Business Plan Slide Deck PPTX Template

If you prefer a slide deck template, use this creative agency business plan example in PowerPoint format:

Tim's background is in digital marketing working for both large and small digital agencies and diverse client types. He has a passion for tech, software and staying up to date on the latest search engine news.

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Digital Marketing Agency Business Plan

Digital marketing is the need of the hour for every business around. Be it expanding the presence of your business or growing one from scratch, digital marketing can come in very handy.

And that’s when a digital marketing agency comes into the picture. As there are a variety of things a digital marketing agency can do, these agencies have a wide spectrum of opportunities too.

And if you are a creative individual who has good people skills and a good knowledge of social media, a digital marketing agency can become a profitable business for you.

All you need is a digital marketing agency business plan to help you get going.

Industry Overview

The global digital marketing industry stood at a whopping value of 49.43 billion US dollars in 2020, and with the rapid growth of social media and online business promotions, it wouldn’t slow down anytime soon.

The major reason for this growth is the rising use of social media and the internet to gain information about products and services as well as to buy the same.

Also, content consumption is increasing every day, which contributes immensely to the growth of digital marketing.

Apart from all the above, as digital marketing is cheaper than traditional marketing methods its popularity is increasing, especially among small businesses.

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Things to Consider Before Writing a Digital Marketing Agency Business Plan

Have a good team.

Digital marketing involves a variety of skills and specializations. Having a team of individuals who complement each other’s skills can take you a long way. Hence, it is essential to have a team that can help you through complicated projects and comes up with unique ideas to help your agency stand out. Also, if you get to combine it with brilliant execution, your agency is highly likely to get an upper hand over your competitors.

Build your online presence

Your online presence is not only important for promoting your business but also proof of how skilled you are at your job. After all, if you can build your business’s presence your clients are more likely to trust you with their businesses.

Pick your niche

As almost any business or organization can use the help of a digital marketing agency, it is essential to pick one that suits you the best before getting started. It helps you develop your expertise in that area and get better at more complex projects. Which eventually helps your business become profitable and build your brand’s identity as well.

Build a system to help you keep up with the trends

Marketing and social media today are highly influenced by trends. Memes are ruling the digital space and people like to see different perspectives from a brand on popular topics. Hence, it is important to develop a system that helps you stay updated with trending topics as well as new methodologies.

Chalking out Your Business Plan

With each passing day, the number of internet users is increasing. The world is changing much faster with the help of the internet, smartphones, smart televisions, and many other digital gadgets & technology.

Marketing is all about reaching out to your potential audience in all possible ways. Digital marketing is the best of them because people are spending most of their time on the internet.

Digital marketing includes Search Engine Optimization (SEO), Content Marketing, Social Media Marketing, Pay Per Click (PPC), Affiliate Marketing, Native Advertising, Email Marketing, Online PR, Sponsored content, Backlinks Generation, and many more services.

Before you start your digital marketing agency, it is important to have a clear business plan.

Writing Your Business Plan

If you are planning to start a new digital marketing business , the first thing you will need is a business plan. Use our sample Digital Marketing Business Plan created using upmetrics business plan software to start writing your business plan in no time.

Before you start writing your business plan for your new digital marketing agency, spend as much time as you can reading through some examples of  advertising and marketing-related business plans .

Reading sample business plans will give you a good idea of what you’re aiming for, and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this sample Digital Marketing Agency Business Plan for you to get a good idea about what a perfect digital marketing business plan should look like and what details you will need to include in your stunning business plan.

Digital Marketing Agency Business Plan Outline

This is the standard digital marketing agency business plan outline which will cover all the important sections that you should include in your business plan.

• Introduction
• Mission Statement
• Vision Statement
• Keys to Success
• 3 Year profit forecast
• Company Ownership
• SWOT Analysis
• Market Trends
• Target Market
• Competitive Advantage
• Payment Options
• Sales Forecast
• Sales Yearly
• Detailed Sales Forecast
• Personnel Plan
• Average Salaries
• Important Assumptions
• Brake-even Analysis
• Profit Yearly
• Gross Margin Yearly
• Projected Cash Flow
• Projected Balance Sheet
• Business Ratios

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Download a sample digital marketing business plan

Need help writing your business plan from scratch? Here you go;  download our free digital marketing business plan pdf  to start.

It’s a modern business plan template specifically designed for your digital marketing business. Use the example business plan as a guide for writing your own.

After getting started with Upmetrics , you can copy this sample business plan into your business plan and modify the required information and download your digital marketing agency business plan pdf or doc file. It’s the fastest and easiest way to start writing your business plan.

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Advertising Agency Business Plan Template

Written by Dave Lavinsky

Over the past 20+ years, we have helped over 1,000 entrepreneurs and business owners create business plans to start and grow their advertising agencies. On this page, we will first give you some background information with regards to the importance of business planning. We will then go through a advertising agency business plan template step-by-step so you can create your plan today.

Download our Ultimate Business Plan Template here >

What Is an Advertising Agency Business Plan?

A business plan provides a snapshot of your advertising agency business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategy for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for Your Advertising Agency

If you’re looking to start a advertising agency, or grow your existing ad agency business, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your advertising agency business in order to improve your chances of success. Your advertising agency business plan is a living document that should be updated annually as your company grows and changes.

Sources of Funding for Advertising agencies

With regards to funding, the main sources of funding for a advertising agency business are personal savings, credit cards, bank loans and angel investors. With regards to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the advertising agency will not only want to confirm that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for social media marketing businesses.

Finish Your Business Plan Today!

How to write a business plan for an ad agency.

If you want to start an advertising agency business or expand your current one, you need a business plan. Below are links to each section of your advertising agency business plan template:

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of advertising agency you are operating and the status. For example, are you a startup, do you have an advertising agency that you would like to grow, or are you operating a chain of advertising agencies?

Next, provide an overview of each of the subsequent sections of your plan. For example, give a brief overview of the advertising industry. Discuss the type of advertising agency you are operating. Detail your direct competitors. Give an overview of your target customers. Provide a snapshot of your marketing plan. Identify the key members of your team. And offer an overview of your financial plan.  

Company Analysis

In your company analysis, you will detail the type of advertising agency you are operating and your business model.

For example, you might operate one of the following types of advertising agencies:

• Full-Service Advertising Agency : this type of ad agency performs a variety of client services including digital, traditional, social media, radio and print advertising campaigns.
• Digital Advertising Agency: this type of ad agency focuses on digital marketing and advertising; social media marketing, email marketing, content marketing, web design, and SEO.
• Traditional Advertising Agency: this type of ad agency specializes in traditional marketing and advertising campaigns in ways such as radio and television commercials, billboards, magazines, and newspapers advertisements.

In addition to explaining the type of advertising agency business you will operate, the Company Analysis section of your business plan needs to provide background on the business.

Include answers to question such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of customers served, number of positive reviews, revenue generated from advertising campaigns, etc.
• Your legal structure. Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry analysis, you need to provide an overview of the advertising agency industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the advertising agency industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your strategy, particularly if your research identifies market trends.

The third reason for market research is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your creative agency business plan:

• How big is the advertising agency industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential market for your advertising agency business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your advertising agency business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: start-up companies, large corporations, small businesses and non-profit organizations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of ad agency business you operate. Clearly, a well-established business looking to expand operations would respond to different marketing promotions than a small start-up, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, include a discussion of the ages, genders, locations and income levels of the customers you seek to serve. Because most advertising agencies primarily serve customers living in their same city or town, such demographic information is easy to find on government websites.

Psychographic profiles explain the wants and needs of your target customers. The more you can understand and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other advertising agencies.

Indirect competitors are other options that customers have to purchase from that aren’t direct competitors. This includes marketing agencies, graphic designers and freelancers.

With regards to direct competition, you want to describe the other advertising agencies with which you compete. Most likely, your direct competitors will be house flippers located very close to your location.

For each such competitor, provide an overview of their businesses and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as:

• What types of customers do they serve?
• What types of advertising do they specialize in?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide a wider variety of advertising services?
• Will you provide more team support?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.  

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a advertising agency business plan, your marketing plan should include the following:

Product : In the product section, you should reiterate the type of advertising agency company that you documented in your Company Analysis. Then, detail the specific products you will be offering. For example, in addition to advertising services, will you include public relations and/or social media management services as well?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your marketing plan, you are presenting the services you offer and their prices.

Place : Place refers to the location of your advertising agency company. Document your location and mention how the location will impact your success. For example, is your advertising agency business located in a busy retail district, a business district, a stand-alone building, etc. Discuss how your location might be the ideal location for your customers.

Promotions : The final part of your advertising agency marketing plan is the promotions section. Here you will document how you will drive customers to your location(s). The following are some promotional methods you might consider:

• Advertising in local papers and magazines
• Reaching out to local websites
• Social media marketing
• Local radio advertising

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your advertising agency business, including marketing your services, obtaining new clients and launching new services.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to have X number marketing campaigns completed, or when you hope to reach $X in revenue. It could also be when you expect to expand your business to a new city.  

Management Team

To demonstrate your advertising agency business’ ability to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally you and/or your team members have direct experience in managing advertising agencies. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act like mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in overseeing advertising campaigns or successfully running their own advertising agency.  

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet and cash flow statements.

Income Statement : an income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenues and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you obtain two new clients per month or five? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets : Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your advertising agency business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a bank writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement : Your cash flow statement will help determine how much money you need to start or grow your business, and make sure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

In developing your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a advertising agency business:

• Location build-out including design fees, construction, etc.
• Cost of equipment and supplies
• Payroll or salaries paid to staff
• Business insurance
• Taxes and permits
• Legal expenses

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your office location lease or sample advertising campaigns.  

Putting together a business plan for your advertising agency is a worthwhile endeavor. If you follow the template above, by the time you are done, you will have an expert ad agency business plan; download it to PDF to show banks and investors. You will really understand the advertising agency industry, your competition, and your customers. You will have developed a marketing plan and will really understand what it takes to launch and grow a successful advertising agency business.  

Advertising Agency Business Plan FAQs

What is the easiest way to complete my advertising agency business plan.

Growthink's Ultimate Business Plan Template allows you to quickly and easily complete your Advertising Agency Business Plan.

What is the Goal of a Business Plan's Executive Summary?

The goal of your Executive Summary is to quickly engage the reader. Explain to them the type of advertising agency you are operating and the status; for example, are you a startup, do you have an advertising agency that you would like to grow, or are you operating a chain of advertising agencies?

Don’t you wish there was a faster, easier way to finish your Advertising Agency business plan?

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Understand How to Use a Business Plan to Attract Talent and Investment

By Drew Moffitt • May 12, 2024

Understanding the purpose of a business plan is paramount for any entrepreneur or business owner. It lays the groundwork for successful operations and growth by defining goals, charting strategies, and preparing for financial needs. This article shows how a business plan can be your blueprint for success—structuring your vision, aligning your team, and communicating your value proposition to stakeholders and investors.

Key takeaways

• A business plan is a critical strategic document that outlines long-term goals, provides direction, and is linked to faster growth in small businesses; it is vital for companies of all sizes to navigate their industry successfully.
• Effective market analysis including industry, target audience, and competitor evaluations, is crucial in a business plan to guide marketing and sales strategies, adapt to customer preferences, and gain a competitive advantage.
• Financial planning within a business plan involves detailed forecasts and assessments of funding needs, which are essential for informed decision-making, attracting investment, and guiding startups through their initial financial challenges.

The essence of a business plan

A business plan is more than a formality; it’s the lifeblood of strategic vision and long-term success. It’s a strategic guide that paints a clear picture of your company’s future, outlining the vision, goals, and strategies that are the heartbeat of your entrepreneurial dreams. 

Crafting this plan is not just an exercise; it’s a foundational step in the business planning process that can significantly increase the likelihood of your business’s success. It sets critical long-term goals and paves the way forward. In essence, a well-crafted business plan embodies your business concept.

Owners of small businesses, especially existing businesses, who embrace comprehensive business planning experience a remarkable 30% faster growth, a testament to the tangible benefits of meticulous strategizing and the guidance of a business consultant.

Mapping out your business journey

Consider a business plan as your company’s roadmap, a detailed chart that guides your every move and provides a refuge in times of uncertainty. It’s the tool that compels you to think through your business idea meticulously before committing significant investments, ensuring that every step you take is calculated.

Whether you’re a vibrant startup seeking funds, a well-established corporation, or a large conglomerate adapting to market changes, a good business plan is your ally in navigating the business waters. For established companies, business plans help maintain a sharp focus on both immediate tasks and distant horizons, ensuring that every member of the team knows the direction and the destination. Recognizing the importance of this tool, many entrepreneurs often find themselves thinking, “I need a business plan.”

Startups, especially the growing number working remotely , need strongly aligned team and leadership planning to ensure harmony when it comes to scripting the business plan.

Clarifying vision and strategy

Your business plan’s executive summary is the beacon that shines light on your company’s mission or vision statement, value proposition, and long-term goals, ensuring everyone from the executive team to the stakeholders is aligned and focused on core objectives. It’s a strategic document that directs long-term decisions, covering a span of three to five years, offering a bird’s-eye view of the entire business and laying out clear goals essential to avoid wasting time and resources.

The ‘Summary and Objectives’ section of your business plan acts as a clarion call, providing direction and inspiring action towards achieving those milestones. For those working remotely , it can highlight the value of the remote proposition, and their efficiency compared to traditional businesses. 

The power of market analysis

Embarking on the business journey without a thorough market analysis is like sailing without a compass. Collaboration apps like Kumospace enable you to gather data, discuss market changes and create your plans. 

The analysis is the cornerstone of your business plan, laying the foundation for carving out a niche and informing all subsequent marketing and sales strategies. It’s a trifecta of industry, target market, and competitive analysis, offering a panoramic view of the business terrain.

By recognizing trends and the market’s trajectory, your business becomes equipped for:

• Predictive planning
• Strategic agility
• Adapting strategies as customer preferences evolve
• Identifying competitive advantages

This allows you to stay ahead of the curve and make informed decision-making processes for your business.

Identifying your target audience

A target market analysis is your lighthouse, confirming the existence of a viable customer base for your product or service. It’s about understanding if potential customers will purchase at a price that fuels your business’s prosperity. By identifying who your customers truly are, you gain insights into their preferences, behaviors, and demographics, ensuring that every marketing dollar spent is a targeted arrow aimed at hearts ready to embrace your offerings.

Evaluating competitors and industry dynamics

Competitive analysis is the reconnaissance mission that informs you where your business stands in the grand scheme of the industry. It involves gathering intelligence on competitors’ sizes, market shares, and financial strengths, and crafting a map that reveals your competitive landscape. By understanding the dynamics of your industry, you can anticipate challenges and tailor your business plan to circumvent potential threats, ensuring a journey that’s as smooth as possible.

Financial planning and projections

Financial planning is the rudder that steers your business toward fiscal prudence and stability. It encompasses the contemplation of:

• Funding costs
• Operating expenses
• Projected income
• Crafting a financial summary that lays bare your business’s economic reality

By dissecting the core financial statements - the Balance Sheet, Income Statement, and Cash Flow Statement - you gain a comprehensive understanding of your business’s financial health, which is indispensable for informed decision-making.

Estimating costs and revenue streams

Technology today offers sophisticated tools that help visualize and forecast expenses over time, sharpening the precision of your financial predictions. Automated procurement tools are the allies that aid you in identifying cost-saving opportunities, contributing to more accurate future cost projections.

For startups, financial projections are a beacon, guiding them through the rocky shoals of capital needs and focusing less on other elements like marketing or company culture at the outset. Resource planning is the linchpin in your business plan for budgeting purposes, ensuring that your financial resources are managed efficiently, and teams operate within parameters to meet or exceed goals.

Determining funding needs

When it comes to sourcing capital, your business plan is the golden ticket, revealing to investors and lenders the treasure map of how their capital will be deployed to ensure your business thrives. 

Banks and venture capital firms often regard a business plan as a litmus test, gauging the potential of their investments and lending opportunities. A formal business plan reflects serious commitment, and it is your declaration of dedication, not just to potential investors but to yourself as the architect of your business’s destiny.

For the new venture, raising capital provides a crystal-clear direction, helps cast a net to attract investors, and is the drumbeat that maintains business momentum. To calculate the necessary funding, determining the exact amount needed and how it will be allocated is crucial for effective capital utilization.

Crafting a winning marketing strategy

A winning marketing strategy is the wind in your sails, aligning your marketing activities with the overarching business objectives and ensuring a smooth journey toward your destination. It’s about fine-tuning the actionable steps of your marketing tactics, which must be crystal clear in your marketing plan to avoid drifting aimlessly.

A well-articulated marketing strategy enhances your business’s understanding of its customers and polishes the lens through which you communicate your value proposition. Organized marketing teams, armed with clear marketing strategies, are the explorers who are most likely to find success in their campaigns.

Positioning Your Brand

Brand positioning is the flag you plant that tells the world who you are and what you stand for. It’s an essential part of your business plan that can significantly impact customer perception and loyalty. You achieve it by crafting clear value propositions and maintaining consistent brand messaging that resonates with your audience.

By understanding the demographics, income ranges, education, occupation, location, lifestyle, and purchasing motivations of your customers, you can hone your brand positioning strategies to create a lasting impression.

Selecting the right marketing tactics

Selecting the right marketing tactics requires a deep dive into your target audience's psyche and discerning the channels they frequent. Your marketing strategy, which includes choosing the appropriate tactics, should reflect your brand’s position, singing in harmony with your target audience’s needs while aligning with your company’s goals and budget.

Building a strong team

A strong team is the crew that propels your ship forward, and building such a team is pivotal for any successful business. A business plan infused with passion and a clear vision can attract high-quality employees and inspire management and staff long after the hiring process is complete. It serves as a strategic roadmap for staffing needs, ensuring there is a clear plan for when to recruit and train new team members to avoid personnel shortages and guarantee smooth operations during expansion periods.

Attracting top talent

A well-developed business plan acts as a beacon to potential top talent, showcasing the company’s anticipated future and overarching goals, which are critical in attracting individuals looking for vision and growth. Top talent is drawn to companies with a compelling vision of success, effectively communicated through a detailed and strategic business plan.

The CEO’s commitment to the business plan and ability to articulate its realization lend reassurance to skilled individuals, influencing their decision to join a company that aligns with their aspirations and professional goals.

Aligning team goals and objectives

By sharing the business plan with team members, you ensure that everyone is rowing in the same direction towards the same objectives, fostering unity and purpose within the team. A business plan serves as a compass, clearly outlining the company’s objectives and enabling each team member to navigate their role toward a shared destination.

Engaging and empowering employees is crucial to achieving the strategic changes and objectives set forth in the business plan.

Adapting to change and growth

Change is the sea upon which businesses sail, and adapting to it is essential for maintaining a competitive edge and supporting business growth. Your business plan should evolve to reflect accomplished goals or shifts in company direction, ensuring the capability to respond to market shifts and seize new business opportunities. You can ensure your company remains agile and competitive by staying open to new business ideas.

A strategic plan that contemplates possible market scenarios and integrates technological advancements empowers businesses to adapt swiftly, preserving their competitive edge.

Embracing market shifts and opportunities

Embracing market shifts and opportunities is about cultivating a culture that views change as a chance to thrive, enhancing adaptability and resilience within the organization. Promoting agility and flexibility in the organizational structure allows for a quicker response to market changes, ensuring that your business is not left behind in the wake of industry evolution.

Regularly revising the business plan keeps a company in step with customer demand and market dynamics, fostering a readiness to pivot and provide more details when needed, especially in a lean startup environment.

Planning for expansion and scaling up

When charting a course for expansion and scaling up, it’s essential to tailor your business plan to address new challenges and opportunities that arise, with updated sales forecasts and financial projections guiding the allocation of resources and growth strategy.

For example, a business plan for acquisition should include cost estimations, integration schedules, and management requirements to ensure seamless growth and addition to the current operations.

As our journey through the anatomy of a business plan concludes, it’s clear that this document is much more than a set of written pages. It manifests your vision, a treasure map to untold success, and a strategic companion in the ever-evolving business landscape. From clarifying your entrepreneurial vision to outlining comprehensive market analyses, ensuring financial stability, crafting a winning marketing strategy, and building a formidable team to adapting to growth and change, the business plan stands as your navigator.

Let this be the wind that fills your sails, pushing you to set forth on your business voyage with a well-crafted business plan in hand. May it guide you to new horizons and inspire the confidence to pursue the success that awaits. Happy sailing!

Frequently Asked Questions

Why is a business plan important for new businesses  .

A business plan is important for new businesses as it provides a strategic guide for the company's vision, goals, and strategies, and helps attract investors and raise capital. It serves as a roadmap for success.

How does a business plan help in market analysis?  

A business plan helps in market analysis by identifying profitable niches, informing marketing strategies, and providing insights into industry trends and competitive advantages.

What role does financial planning play in a business plan?  

Financial planning in a business plan is essential for estimating costs, projecting income, and ensuring financial stability by managing resources effectively.

How can a business plan attract top talent?  

By presenting a clear and compelling vision of the company's future and indicating a commitment to growth and success, a business plan can attract top talent who are seeking meaningful opportunities. This is a key factor for attracting skilled individuals. Using innovative tools like Kumospace for collaboration can also help a startup stand out. 

In what ways can a business plan be adapted for growth?  

To adapt a business plan for growth, it's important to customize it to address new challenges and opportunities, update sales forecasts, and lay out financial projections to guide expansion effectively.

Transform the way your team works from anywhere.

A virtual office in Kumospace lets teams thrive together by doing their best work no matter where they are geographically.

Drew leads marketing at Kumospace. Prior to joining Kumospace, he spent his career founding and operating businesses. His work has been featured in over 50 publications. Outside of work, Drew is an avid skier and sailor. A wholehearted extrovert, he organizes VentureSails, a series of networking events for founders and tech investors.

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Starting a Business

When starting a new business, there are many important decisions to make and many rules and procedures that must be addressed. While there is no single source for all filing requirements, the following steps have been developed to assist you in starting your business.

It is helpful to begin with a business plan. A business plan is a blueprint of every aspect of your business. Sales, Marketing, Advertising, Promotion and Location are just some of the categories to consider when creating a plan. Go to the U.S. Small Business Administration website to find a tutorial on how to create a business plan.

If you would like help deciding on a location for your business, contact the California Business Investment Services unit of the Governor’s Office of Economic Development (GO-Biz) . The California Business Investment Services unit provides tailored site selection services for businesses, real–estate executives, and site selection consultants.

Choose a business structure. A brief overview of the following types of legal business structures available in California can be found on our Entity Types website:

• Corporation
• Limited Liability Company
• Limited Partnership
• General Partnership
• Limited Liability Partnership
• Sole Proprietorship

Your next step will be to file your tax and employer identification documents .

Most businesses require licenses or permits in order to operate. Please click on each of the resources below to determine if your business requires any licenses or permits.

• CalGOLD (The Gold Standard For Permit Assistance)
• Department of Consumer Affairs

Additional Resources

For additional resources on how to start a business, visit  Starting a Business Checklist webpage and click on the Starting a New Business in California (PDF) brochure.

Resources for People with Disabilities

Department of Rehabilitation Business Enterprises Program Self Employment Program Assistive Technology

California Department of General Services California Commission on Disability Access

U.S. Department of Labor Office of Disability Employment Policy Self-Employment & Entrepreneurship

Social Security Administration Ticket to Work Welcome to the Ticket to Work Program!  Plan to Achieve Self-Support (PASS)

U.S. Small Business Administration (SBA) Entrepreneurship Resources for People with Disabilities Starting & Managing

Go-Biz How to Start-Up a Small Business in California

USAGov Start Your Own Business

Resources for Veterans

California Department of Veterans Affairs (CalVet) Veteran Business Ownership and Resources Disabled Veteran Business Enterprise (DVBE) Program Get Certified as a DVBE (Disabled Veteran Business Enterprise)

U.S. Small Business Administration (SBA) Veteran-Owned Businesses Veteran Assistance Programs Office of Veterans Business Development

US Department of Veteran Affairs Get support for your Veteran-Owned Small Business Veteran Entrepreneur Portal VetBiz

Resources for Women and Minority Groups

U.S. Small Business Administration (SBA) Women-Owned Businesses Women's Business Centers

California Commission on the Status of Women and Girls Programs

U.S. Small Business Administration (SBA) Minority-Owned Businesses Business Guide

California Office of the Small Business Advocate Community Partner Resources

California Public Utilities Commission Certification 

US Department of Commerce  Minority Business Development Agency

Disclaimer: The information and links to various websites, including various non–governmental sites, are provided for your convenience. The information on this website is constantly updated; however, there may be omissions or additional requirements not represented here. This is unintentional and does not exempt any individual or institution from complying with the laws and regulations of the State of California and the federal government. Inclusion of links to other websites is not an endorsement of those sites by the California Secretary of State, the State of California or the federal government.

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24 of My Favorite Sample Business Plans & Examples For Your Inspiration

Published: February 06, 2024

I believe that reading sample business plans is essential when writing your own.

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As you explore business plan examples from real companies and brands, it’s easier for you to learn how to write a good one.

But what does a good business plan look like? And how do you write one that’s both viable and convincing. I’ll walk you through the ideal business plan format along with some examples to help you get started.

Table of Contents

Business Plan Format

Business plan types, sample business plan templates, top business plan examples.

Ask any successful sports coach how they win so many games, and they’ll tell you they have a unique plan for every single game. To me, the same logic applies to business.

If you want to build a thriving company that can pull ahead of the competition, you need to prepare for battle before breaking into a market.

Business plans guide you along the rocky journey of growing a company. And if your business plan is compelling enough, it can also convince investors to give you funding.

With so much at stake, I’m sure you’re wondering where to begin.

Free Business Plan Template

The essential document for starting a business -- custom built for your needs.

• Outline your idea.
• Pitch to investors.
• Secure funding.
• Get to work!

You're all set!

Click this link to access this resource at any time.

Fill out the form to get your free template.

First, you’ll want to nail down your formatting. Most business plans include the following sections.

1. Executive Summary

I’d say the executive summary is the most important section of the entire business plan. 

Why? Essentially, it's the overview or introduction, written in a way to grab readers' attention and guide them through the rest of the business plan. This is important, because a business plan can be dozens or hundreds of pages long.

There are two main elements I’d recommend including in your executive summary:

Company Description

This is the perfect space to highlight your company’s mission statement and goals, a brief overview of your history and leadership, and your top accomplishments as a business.

Tell potential investors who you are and why what you do matters. Naturally, they’re going to want to know who they’re getting into business with up front, and this is a great opportunity to showcase your impact.

Need some extra help firming up those business goals? Check out HubSpot Academy’s free course to help you set goals that matter — I’d highly recommend it

Products and Services

To piggyback off of the company description, be sure to incorporate an overview of your offerings. This doesn’t have to be extensive — just another chance to introduce your industry and overall purpose as a business.

In addition to the items above, I recommend including some information about your financial projections and competitive advantage here too.:

Keep in mind you'll cover many of these topics in more detail later on in the business plan. So, keep the executive summary clear and brief, and only include the most important takeaways.

Executive Summary Business Plan Examples

This example was created with HubSpot’s business plan template:

This executive summary is so good to me because it tells potential investors a short story while still covering all of the most important details.

Image Source

Tips for Writing Your Executive Summary

• Start with a strong introduction of your company, showcase your mission and impact, and outline the products and services you provide.
• Clearly define a problem, and explain how your product solves that problem, and show why the market needs your business.
• Be sure to highlight your value proposition, market opportunity, and growth potential.
• Keep it concise and support ideas with data.
• Customize your summary to your audience. For example, emphasize finances and return on investment for venture capitalists.

Check out our tips for writing an effective executive summary for more guidance.

2. Market Opportunity

This is where you'll detail the opportunity in the market.

The main question I’d ask myself here is this: Where is the gap in the current industry, and how will my product fill that gap?

More specifically, here’s what I’d include in this section:

• The size of the market
• Current or potential market share
• Trends in the industry and consumer behavior
• Where the gap is
• What caused the gap
• How you intend to fill it

To get a thorough understanding of the market opportunity, you'll want to conduct a TAM, SAM, and SOM analysis and perform market research on your industry.

You may also benefit from creating a SWOT analysis to get some of the insights for this section.

Market Opportunity Business Plan Example

I like this example because it uses critical data to underline the size of the potential market and what part of that market this service hopes to capture.

Tips for Writing Your Market Opportunity Section

• Focus on demand and potential for growth.
• Use market research, surveys, and industry trend data to support your market forecast and projections.
• Add a review of regulation shifts, tech advances, and consumer behavior changes.
• Refer to reliable sources.
• Showcase how your business can make the most of this opportunity.

3. Competitive Landscape

Since we’re already speaking of market share, you'll also need to create a section that shares details on who the top competitors are.

After all, your customers likely have more than one brand to choose from, and you'll want to understand exactly why they might choose one over another.

My favorite part of performing a competitive analysis is that it can help you uncover:

• Industry trends that other brands may not be utilizing
• Strengths in your competition that may be obstacles to handle
• Weaknesses in your competition that may help you develop selling points
• The unique proposition you bring to the market that may resonate with customers

Competitive Landscape Business Plan Example

I like how the competitive landscape section of this business plan below shows a clear outline of who the top competitors are.

It also highlights specific industry knowledge and the importance of location, which shows useful experience in this specific industry. 

This can help build trust in your ability to execute your business plan.

Tips for Writing Your Competitive Landscape

• Complete in-depth research, then emphasize your most important findings.
• Compare your unique selling proposition (USP) to your direct and indirect competitors.
• Show a clear and realistic plan for product and brand differentiation.
• Look for specific advantages and barriers in the competitive landscape. Then, highlight how that information could impact your business.
• Outline growth opportunities from a competitive perspective.
• Add customer feedback and insights to support your competitive analysis.

4. Target Audience

Use this section to describe who your customer segments are in detail. What is the demographic and psychographic information of your audience?

If your immediate answer is "everyone," you'll need to dig deeper. Here are some questions I’d ask myself here:

• What demographics will most likely need/buy your product or service?
• What are the psychographics of this audience? (Desires, triggering events, etc.)
• Why are your offerings valuable to them?

I’d also recommend building a buyer persona to get in the mindset of your ideal customers and be clear on why you're targeting them.

Target Audience Business Plan Example

I like the example below because it uses in-depth research to draw conclusions about audience priorities. It also analyzes how to create the right content for this audience.

Tips for Writing Your Target Audience Section

• Include details on the size and growth potential of your target audience.
• Figure out and refine the pain points for your target audience , then show why your product is a useful solution.
• Describe your targeted customer acquisition strategy in detail.
• Share anticipated challenges your business may face in acquiring customers and how you plan to address them.
• Add case studies, testimonials, and other data to support your target audience ideas.
• Remember to consider niche audiences and segments of your target audience in your business plan.

5. Marketing Strategy

Here, you'll discuss how you'll acquire new customers with your marketing strategy. I’d suggest including information:

• Your brand positioning vision and how you'll cultivate it
• The goal targets you aim to achieve
• The metrics you'll use to measure success
• The channels and distribution tactics you'll use

I think it’s helpful to have a marketing plan built out in advance to make this part of your business plan easier.

Marketing Strategy Business Plan Example

This business plan example includes the marketing strategy for the town of Gawler.

In my opinion, it really works because it offers a comprehensive picture of how they plan to use digital marketing to promote the community.

Tips for Writing Your Marketing Strategy

• Include a section about how you believe your brand vision will appeal to customers.
• Add the budget and resources you'll need to put your plan in place.
• Outline strategies for specific marketing segments.
• Connect strategies to earlier sections like target audience and competitive analysis.
• Review how your marketing strategy will scale with the growth of your business.
• Cover a range of channels and tactics to highlight your ability to adapt your plan in the face of change.

6. Key Features and Benefits

At some point in your business plan, you'll need to review the key features and benefits of your products and/or services.

Laying these out can give readers an idea of how you're positioning yourself in the market and the messaging you're likely to use. It can even help them gain better insight into your business model.

Key Features and Benefits Business Plan Example

In my opinion, the example below does a great job outlining products and services for this business, along with why these qualities will attract the audience.

Tips for Writing Your Key Features and Benefits

• Emphasize why and how your product or service offers value to customers.
• Use metrics and testimonials to support the ideas in this section.
• Talk about how your products and services have the potential to scale.
• Think about including a product roadmap.
• Focus on customer needs, and how the features and benefits you are sharing meet those needs.
• Offer proof of concept for your ideas, like case studies or pilot program feedback.
• Proofread this section carefully, and remove any jargon or complex language.

7. Pricing and Revenue

This is where you'll discuss your cost structure and various revenue streams. Your pricing strategy must be solid enough to turn a profit while staying competitive in the industry. 

For this reason, here’s what I’d might outline in this section:

• The specific pricing breakdowns per product or service
• Why your pricing is higher or lower than your competition's
• (If higher) Why customers would be willing to pay more
• (If lower) How you're able to offer your products or services at a lower cost
• When you expect to break even, what margins do you expect, etc?

Pricing and Revenue Business Plan Example

I like how this business plan example begins with an overview of the business revenue model, then shows proposed pricing for key products.

Tips for Writing Your Pricing and Revenue Section

• Get specific about your pricing strategy. Specifically, how you connect that strategy to customer needs and product value.
• If you are asking a premium price, share unique features or innovations that justify that price point.
• Show how you plan to communicate pricing to customers.
• Create an overview of every revenue stream for your business and how each stream adds to your business model as a whole.
• Share plans to develop new revenue streams in the future.
• Show how and whether pricing will vary by customer segment and how pricing aligns with marketing strategies.
• Restate your value proposition and explain how it aligns with your revenue model.

8. Financials

To me, this section is particularly informative for investors and leadership teams to figure out funding strategies, investment opportunities, and more.

 According to Forbes , you'll want to include three main things:

• Profit/Loss Statement - This answers the question of whether your business is currently profitable.
• Cash Flow Statement - This details exactly how much cash is incoming and outgoing to give insight into how much cash a business has on hand.
• Balance Sheet - This outlines assets, liabilities, and equity, which gives insight into how much a business is worth.

While some business plans might include more or less information, these are the key details I’d include in this section.

Financials Business Plan Example

This balance sheet is a great example of level of detail you’ll need to include in the financials section of your business plan.

Tips for Writing Your Financials Section

• Growth potential is important in this section too. Using your data, create a forecast of financial performance in the next three to five years.
• Include any data that supports your projections to assure investors of the credibility of your proposal.
• Add a break-even analysis to show that your business plan is financially practical. This information can also help you pivot quickly as your business grows.
• Consider adding a section that reviews potential risks and how sensitive your plan is to changes in the market.
• Triple-check all financial information in your plan for accuracy.
• Show how any proposed funding needs align with your plans for growth.

As you create your business plan, keep in mind that each of these sections will be formatted differently. Some may be in paragraph format, while others could be charts or graphs.

The formats above apply to most types of business plans. That said, the format and structure of your plan will vary by your goals for that plan. 

So, I’ve added a quick review of different business plan types. For a more detailed overview, check out this post .

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. Feasibility Studies

Feasibility business plans focus on that business's product or service. Feasibility plans are sometimes added to startup business plans. They can also be a new business plan for an already thriving organization.

3. Internal Use

You can use internal business plans to share goals, strategies, or performance updates with stakeholders. In my opinion, internal business plans are useful for alignment and building support for ambitious goals.

4. Strategic Initiatives

Another business plan that's often for sharing internally is a strategic business plan. This plan covers long-term business objectives that might not have been included in the startup business plan.

5. Business Acquisition or Repositioning

When a business is moving forward with an acquisition or repositioning, it may need extra structure and support. These types of business plans expand on a company's acquisition or repositioning strategy.

Growth sometimes just happens as a business continues operations. But more often, a business needs to create a structure with specific targets to meet set goals for expansion. This business plan type can help a business focus on short-term growth goals and align resources with those goals.

Now that you know what's included and how to format a business plan, let's review some of my favorite templates.

1. HubSpot's One-Page Business Plan

Download a free, editable one-page business plan template..

The business plan linked above was created here at HubSpot and is perfect for businesses of any size — no matter how many strategies we still have to develop.

Fields such as Company Description, Required Funding, and Implementation Timeline give this one-page business plan a framework for how to build your brand and what tasks to keep track of as you grow.

Then, as the business matures, you can expand on your original business plan with a new iteration of the above document.

Why I Like It

This one-page business plan is a fantastic choice for the new business owner who doesn’t have the time or resources to draft a full-blown business plan. It includes all the essential sections in an accessible, bullet-point-friendly format. That way, you can get the broad strokes down before honing in on the details.

2. HubSpot's Downloadable Business Plan Template

We also created a business plan template for entrepreneurs.

The template is designed as a guide and checklist for starting your own business. You’ll learn what to include in each section of your business plan and how to do it.

There’s also a list for you to check off when you finish each section of your business plan.

Strong game plans help coaches win games and help businesses rocket to the top of their industries. So if you dedicate the time and effort required to write a workable and convincing business plan, you’ll boost your chances of success and even dominance in your market.

This business plan kit is essential for the budding entrepreneur who needs a more extensive document to share with investors and other stakeholders.

It not only includes sections for your executive summary, product line, market analysis, marketing plan, and sales plan, but it also offers hands-on guidance for filling out those sections.

3. LiveFlow’s Financial Planning Template with built-in automation

This free template from LiveFlow aims to make it easy for businesses to create a financial plan and track their progress on a monthly basis.

The P&L Budget versus Actual format allows users to track their revenue, cost of sales, operating expenses, operating profit margin, net profit, and more.

The summary dashboard aggregates all of the data put into the financial plan sheet and will automatically update when changes are made.

Instead of wasting hours manually importing your data to your spreadsheet, LiveFlow can also help you to automatically connect your accounting and banking data directly to your spreadsheet, so your numbers are always up-to-date.

With the dashboard, you can view your runway, cash balance, burn rate, gross margins, and other metrics. Having a simple way to track everything in one place will make it easier to complete the financials section of your business plan.

This is a fantastic template to track performance and alignment internally and to create a dependable process for documenting financial information across the business. It’s highly versatile and beginner-friendly.

It’s especially useful if you don’t have an accountant on the team. (I always recommend you do, but for new businesses, having one might not be possible.)

4. ThoughtCo’s Sample Business Plan

One of the more financially oriented sample business plans in this list, BPlan’s free business plan template dedicates many of its pages to your business’s financial plan and financial statements.

After filling this business plan out, your company will truly understand its financial health and the steps you need to take to maintain or improve it.

I absolutely love this business plan template because of its ease-of-use and hands-on instructions (in addition to its finance-centric components). If you feel overwhelmed by the thought of writing an entire business plan, consider using this template to help you with the process.

6. Harvard Business Review’s "How to Write a Winning Business Plan"

Most sample business plans teach you what to include in your business plan, but this Harvard Business Review article will take your business plan to the next level — it teaches you the why and how behind writing a business plan.

With the guidance of Stanley Rich and Richard Gumpert, co-authors of " Business Plans That Win: Lessons From the MIT Enterprise Forum ", you'll learn how to write a convincing business plan that emphasizes the market demand for your product or service.

You’ll also learn the financial benefits investors can reap from putting money into your venture rather than trying to sell them on how great your product or service is.

This business plan guide focuses less on the individual parts of a business plan, and more on the overarching goal of writing one. For that reason, it’s one of my favorites to supplement any template you choose to use. Harvard Business Review’s guide is instrumental for both new and seasoned business owners.

7. HubSpot’s Complete Guide to Starting a Business

If you’re an entrepreneur, you know writing a business plan is one of the most challenging first steps to starting a business.

Fortunately, with HubSpot's comprehensive guide to starting a business, you'll learn how to map out all the details by understanding what to include in your business plan and why it’s important to include them. The guide also fleshes out an entire sample business plan for you.

If you need further guidance on starting a business, HubSpot's guide can teach you how to make your business legal, choose and register your business name, and fund your business. It will also give small business tax information and includes marketing, sales, and service tips.

This comprehensive guide will walk you through the process of starting a business, in addition to writing your business plan, with a high level of exactitude and detail. So if you’re in the midst of starting your business, this is an excellent guide for you.

It also offers other resources you might need, such as market analysis templates.

8. Panda Doc’s Free Business Plan Template

PandaDoc’s free business plan template is one of the more detailed and fleshed-out sample business plans on this list. It describes what you should include in each section, so you don't have to come up with everything from scratch.

Once you fill it out, you’ll fully understand your business’ nitty-gritty details and how all of its moving parts should work together to contribute to its success.

This template has two things I love: comprehensiveness and in-depth instructions. Plus, it’s synced with PandaDoc’s e-signature software so that you and other stakeholders can sign it with ease. For that reason, I especially love it for those starting a business with a partner or with a board of directors.

9. Small Business Administration Free Business Plan Template

The Small Business Administration (SBA) offers several free business plan templates that can be used to inspire your own plan.

Before you get started, you can decide what type of business plan you need — a traditional or lean start-up plan.

Then, you can review the format for both of those plans and view examples of what they might look like.

We love both of the SBA’s templates because of their versatility. You can choose between two options and use the existing content in the templates to flesh out your own plan. Plus, if needed, you can get a free business counselor to help you along the way.

I’ve compiled some completed business plan samples to help you get an idea of how to customize a plan for your business.

I chose different types of business plan ideas to expand your imagination. Some are extensive, while others are fairly simple.

Let’s take a look.

1. LiveFlow

One of the major business expenses is marketing. How you handle your marketing reflects your company’s revenue.

I included this business plan to show you how you can ensure your marketing team is aligned with your overall business plan to get results. The plan also shows you how to track even the smallest metrics of your campaigns, like ROI and payback periods instead of just focusing on big metrics like gross and revenue.

Fintech startup, LiveFlow, allows users to sync real-time data from its accounting services, payment platforms, and banks into custom reports. This eliminates the task of pulling reports together manually, saving teams time and helping automate workflows.

"Using this framework over a traditional marketing plan will help you set a profitable marketing strategy taking things like CAC, LTV, Payback period, and P&L into consideration," explains LiveFlow co-founder, Lasse Kalkar .

When it came to including marketing strategy in its business plan, LiveFlow created a separate marketing profit and loss statement (P&L) to track how well the company was doing with its marketing initiatives.

This is a great approach, allowing businesses to focus on where their marketing dollars are making the most impact. Having this information handy will enable you to build out your business plan’s marketing section with confidence. LiveFlow has shared the template here . You can test it for yourself.

2. Lula Body

Sometimes all you need is a solid mission statement and core values to guide you on how to go about everything. You do this by creating a business plan revolving around how to fulfill your statement best.

For example, Patagonia is an eco-friendly company, so their plan discusses how to make the best environmentally friendly products without causing harm.

A good mission statement  should not only resonate with consumers but should also serve as a core value compass for employees as well.

Patagonia has one of the most compelling mission statements I’ve seen:

"Together, let’s prioritise purpose over profit and protect this wondrous planet, our only home."

It reels you in from the start, and the environmentally friendly theme continues throughout the rest of the statement.

This mission goes on to explain that they are out to "Build the best product, cause no unnecessary harm, and use business to protect nature."

Their mission statement is compelling and detailed, with each section outlining how they will accomplish their goal.

4. Vesta Home Automation

This executive summary for a smart home device startup is part of a business plan created by students at Mount Royal University .

While it lacks some of the sleek visuals of the templates above, its executive summary does a great job of demonstrating how invested they are in the business.

Right away, they mention they’ve invested $200,000 into the company already, which shows investors they have skin in the game and aren’t just looking for someone else to foot the bill.

This is the kind of business plan you need when applying for business funds. It clearly illustrates the expected future of the company and how the business has been coming along over the years.

5. NALB Creative Center

This fictional business plan for an art supply store includes everything one might need in a business plan: an executive summary, a company summary, a list of services, a market analysis summary, and more.

One of its most notable sections is its market analysis summary, which includes an overview of the population growth in the business’ target geographical area, as well as a breakdown of the types of potential customers they expect to welcome at the store. 

This sort of granular insight is essential for understanding and communicating your business’s growth potential. Plus, it lays a strong foundation for creating relevant and useful buyer personas .

It’s essential to keep this information up-to-date as your market and target buyer changes. For that reason, you should carry out market research as often as possible to ensure that you’re targeting the correct audience and sharing accurate information with your investors.

Due to its comprehensiveness, it’s an excellent example to follow if you’re opening a brick-and-mortar store and need to get external funding to start your business .

6. Curriculum Companion Suites (CSS)

If you’re looking for a SaaS business plan example, look no further than this business plan for a fictional educational software company called Curriculum Companion Suites. 

Like the business plan for the NALB Creative Center, it includes plenty of information for prospective investors and other key stakeholders in the business.

One of the most notable features of this business plan is the executive summary, which includes an overview of the product, market, and mission.

The first two are essential for software companies because the product offering is so often at the forefront of the company’s strategy. Without that information being immediately available to investors and executives, then you risk writing an unfocused business plan.

It’s essential to front-load your company’s mission if it explains your "Why?" and this example does just that. In other words, why do you do what you do, and why should stakeholders care? This is an important section to include if you feel that your mission will drive interest in the business and its offerings.

7. Culina Sample Business Plan

Culina's sample business plan is an excellent example of how to lay out your business plan so that it flows naturally, engages readers, and provides the critical information investors and stakeholders need. 

You can use this template as a guide while you're gathering important information for your own business plan. You'll have a better understanding of the data and research you need to do since Culina’s plan outlines these details so flawlessly for inspiration.

8. Plum Sample Business Plan

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More From Forbes

Marketing for financial advisors: how to develop a plan.

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Trey Robinson, Founder of Story Amplify .

When meeting with a prospect for the first time, you probably don’t automatically offer your products or services. Instead, you build a foundation by talking with them to learn where they are now and where they hope to be. Only then do you offer a plan and products to help them reach their goals.

Creating an effective marketing plan requires the same process. First, you must build the foundation, and then you can lay out the strategy. Here's the approach my agency uses to create successful marketing plans for our financial advisor clients.

The Foundation

Part 1: know your audience.

The foundation of financial advisor marketing is the same as that of your first client meeting. You must understand your audience and its pain points. This knowledge helps you craft the right message to solve their problems. For example, an older audience’s pain point might be having financial resources post-retirement, whereas younger families have different worries, such as reducing debt and having enough money to send their kids to college.

Fallout Dethroned In Amazon Prime Video s Top 10 List By A New Offering

Google chrome gets second emergency update in a week as new exploit confirmed, metallica makes history with their new no 1 single, part 2: solidify your brand.

A great deal of complex information is out there about the importance of “brands” and “branding.” Boiling it down, your brand is your identity. It’s what comes to your audience’s mind when they hear or think about your name.

To introduce and solidify your brand, you should communicate:

• Your products, services and their benefits.

• What drives you (i.e., why you’re in this business and industry).

• How you differ from the competition.

For example, many financial advisors offer 529 programs to parents and grandparents. Tell those parents and grandparents why your products—and services—are better than others. Maybe you offer workshops in addition to account management, or you might offer budgeting advice as a freebie.

The Strategy

With a solid foundation, developing a marketing strategy is your next step. Digital marketing for financial advisors involves content creation, distribution and lead capturing.

Content Creation

Content includes the text, images and video you use to message your audience. Available content formats include:

• E-books and white papers

• Social media posts

• Newsletters

• Educational videos

• Display ads

• Website copy

Remember your audience. Determine how they consume content. Young families might respond more positively to social media and video, while older adults might prefer written content, such as white papers, blogs and e-books.

The content format you use will also depend on your content distribution strategy.

Content Distribution

There are two types of content distribution: organic channels and paid channels.

Organic Channels

Organic channels mean you don’t pay to build search engine rankings or engage with your audience.

Let’s say a prospect types “financial advisor” into a search engine. A successful organic channel strategy puts your name near or at the top of the resulting search engine results page (SERP). The best way to boost your organic search ranking is to consistently create unique, relevant and valuable content that addresses your audience’s problems.

You can also boost your ranking through the following:

• Google reviews: Positive reviews on Google are great—they position you as a trustworthy source. As a trusted business, search engines could reward you with a higher SERP rank.

• Local business listings: Digital listings on Google, Facebook, LinkedIn, Yelp and the Better Business Bureau's website help leads and prospects locate you. They should include your name, address, phone number, website URL and business description to improve your online presence, potentially leading to a higher SERP ranking.

• Social media: Social media is a terrific outlet for your content. Posting regularly on social media provides you with more backlinks to your website (especially if your content is shared). This increases awareness of your brand—and potentially your SERP ranking.

Another way to boost your visibility in the search results is by earning a free Google Screened badge . Once you've been screened and verified, you receive a green checkmark next to your business's name in your Google Local Services listing, which indicates your trustworthiness to prospective clients.

Paid Channels

To improve traffic flow to your website, you can pay for a more visible presence through paid channels including search engines, other websites or social media. Many paid channels are pay-per-click.

Here are some paid channels to consider using:

• Paid search advertising: A paid search ad guarantees a higher position for your business on a SERP. If a prospect searches for “financial advisors and retirement,” your paid search ad will appear close to the top of that search page.

• Social media: You can post content for free on social media, but paying can help you stand out. When determining your ad’s best social media outlet, consider LinkedIn’s business orientation, Facebook’s friend-to-friend interface and Instagram’s visual requirements.

• Retargeting ads: When prospects visit your website but don’t act, retargeting ads step in. These small display ads “follow” prospects as they visit other sites or social media accounts, encouraging them to leave their contact information or set up an appointment with you.

Lead Capturing

Lead capturing converts your website visitors and prospects to leads so you can follow up.

One way to capture leads is to offer something that entices your audience to return for more. An older audience might appreciate a complimentary dinner and retirement information. Younger families could value a well-written white paper or video about 529 investing.

Appointment setting is another way to capture leads. Encourage prospects to schedule a no-obligation meeting where they can have a no-pressure discussion with you.

How Much Should You Spend?

Even if you decide not to pursue paid channels, you still need resources to support your marketing efforts. How much is enough?

A study by Broadridge found that the average advisor spent $17,400 on marketing in 2022. You can calculate a break-even point by determining your anticipated marketing costs and the revenue necessary to cover that expense.

Final Takeaways

You have a strategy in place when you first meet with clients. You need a similar approach when marketing to and communicating with prospects.

Marketing requires planning and audience knowledge. Take the time to understand your audience’s pain points. Then, develop and distribute content to meet their needs.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

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Free MS Word Strategic Planning Templates

By Courtney Patterson | May 11, 2024

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Below is a collection of the best strategic planning templates in Microsoft Word to help you create a comprehensive roadmap for future growth and success.

Included in this article, you'll find: 

• A one-page business strategy template
• A Microsoft Word IT Strategic Plan Template
• A 5-year strategic business plan template
• A nonprofit strategic plan template
• A list of related strategic planning templates

Microsoft Word Basic Strategic Plan Template

Download the Sample Basic Strategic Plan Template for Microsoft Word   Download the Blank Basic Strategic Plan Template for Microsoft Word  

When to Use This Template : Use this template with or without sample data when you are starting your business and need to outline a clear direction and foundational strategies. This tool is crucial for transitioning from an informal approach to a more structured strategic planning process. 

Notable Template Features : This basic strategic plan template simplifies the planning process with a clear, easy-to-follow structure that covers essential strategic elements. It includes sections for mission and vision statements, a SWOT analysis, goals, and action plans, making it accessible for first-time strategists.

Check out these  free strategic planning templates that offer robust resources, including ready-to-use frameworks and expert advice, so you can meticulously craft and execute your strategic vision.

Microsoft Word One-Page Business Strategic Plan Template

Download Sample One-Page Business Strategic Plan Template for Microsoft Word Download Blank One-Page Business Strategic Plan Template for Microsoft Word

When to Use This Template : Consider this template when you’re on a deadline and need a swift, comprehensive snapshot of your strategy. Available with or without sample data, the template is ideal for pre-meeting preparations, allowing you to quickly and thoroughly review your strategic position.

Notable Template Features : This one-page business strategic plan template boils down intricate strategies to a single, accessible page. Featuring streamlined sections for goals, actions, and metrics, it delivers a clear and concise strategic outline that's easy to share and discuss. Download the sample version for a pre-filled template, or try the blank version to fill in the sections with your own data.

Check out this  strategic planning guide , complete with free templates that offer you all the tools and insights you need to expertly develop and implement your strategic plans.

Microsoft Word IT Strategic Plan Template

Download Microsoft Word IT Strategic Plan Template Download Sample IT Strategic Plan Template  

When to Use This Template : Dive into this template when your IT department is gearing up for a major overhaul or aligning with new business strategies. Available with or without example text, the template is a must-have for plotting out the technological roadmap that supports your organization's long-term vision.

Notable Template Features : This IT strategic plan template features IT-specific sections, such as technology assessments and future roadmaps, making it a powerhouse for managing and planning IT investments. The template includes detailed prompts, so you can thoroughly address and align each aspect of your IT strategy, from cybersecurity to cloud computing, with overarching business objectives.

Explore this  article on crafting strategic plans . It offers a treasure trove of free templates to guide your team through the strategic planning process, ensuring a seamless and effective strategy formulation.

Microsoft Word Advanced Strategic Planning Template

Download the Sample Advanced Strategic Planning Template for Microsoft Word Download the Blank Advanced Strategic Planning Template for Microsoft Word

When to Use This Template : Turn to this dynamic template with or without sample data when you’re ready to plan an all-inclusive strategy. Perfect for times of significant growth or change, it's especially useful for teams looking to blend comprehensive market insights with long-term planning.

Notable Template Features : This advanced strategic planning template is designed to guide you through every facet of strategic development, from SWOT analysis to detailed financial planning. Offering structured sections for an all-encompassing view of your business landscape, it ensures that you have a robust foundation for decision-making and future growth. Download the sample version for a pre-filled template, or try the blank version to fill in your own data.

Dive into this comprehensive  guide on strategic planning model templates to access a diverse array of free resources and streamline the path to your strategic goals.

Microsoft Word One-Year Strategic Business Plan Template

Download Sample One-Year Strategic Business Plan Template for Microsoft Word Download Blank One-Year Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this one-year template with or without sample data to reach your key goals within the next year. It's a must for companies looking to translate annual objectives into clear, actionable steps.

Notable Template Features : This one-year strategic business plan template is designed with simplicity in mind, featuring sections that help break down goals into achievable actions and timelines. The template’s streamlined approach ensures that you can focus on what matters most, making it easier to track progress and adjust strategies as needed.

Microsoft Word 5-Year Strategic Business Plan Template

Download the Sample 5-Year Strategic Business Plan Template for Microsoft Word Download the Blank 5-Year Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this template to lay the strategic groundwork for the medium-term achievements your organization aims to reach in the next five years. Available with or without sample text, it's perfect for transitioning from startup to established entity, allowing you to focus on expansion and scalability.

Notable Template Features : This 5-year strategic business plan template empowers you to set ambitious yet attainable goals and create strategies for market expansion. It also includes tools for financial forecasting and resource allocation, making it easier to manage growth and measure success over a longer period.

Microsoft Word Long-Term Strategic Business Plan Template

Download the Long-Term Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this template when you’re aiming for a plan of 10 years or longer and envisioning your business's journey toward long-term innovation and industry leadership.

Notable Template Features : Featuring a decade-spanning outlook, this long-term strategic plan template empowers you to set visionary goals and detailed strategies for sustainable growth and innovation. It’s designed to help you align your long-range plans with actionable steps, ensuring every department is moving toward a common, ambitious future.

Microsoft Word University Strategic Plan Outline Template

Download Sample University Strategic Plan Outline Template for Microsoft Word Download Blank University Strategic Plan Outline Template for Microsoft Word

When to Use This Template : This template helps university leaders chart a future course that enriches academic excellence and campus life. Use it during periods of strategic reflection or in advance of accreditation reviews to ensure all goals align with the institution's mission and vision.

Notable Template Features : Tailored to the academic sector, this strategic plan outline includes sections for setting educational priorities, creating a strategy for program development, and planning campus enhancements. Available with or without example text, it facilitates a comprehensive approach to institutional growth, encouraging stakeholder engagement and long-term planning for academic and infrastructural improvements.

Microsoft Word Marketing Strategic Planning Template

Download the Sample Marketing Strategic Planning Template for Microsoft Word Download the Blank Marketing Strategic Planning Template for Microsoft Word

When to Use This Template : Turn to this template when you're preparing to put a new product on the market or revamping your brand's presence. It's ideal for synchronizing your marketing initiatives with your overarching business goals.

Notable Template Features : This template with or without sample data stands out with its clear sections for defining marketing objectives, pinpointing your audience, and crafting detailed campaign strategies. It supports marketers by laying out a comprehensive plan that not only attracts but also retains customers, ensuring all marketing activities are in lockstep with the business's vision and objectives. Try the pre-filled template to see sample text, or use the blank template to fill in your own data.

Microsoft Word Nonprofit Strategic Plan Template

Download the Nonprofit Strategic Plan Template for Microsoft Word

When to Use This Template : Reach for this template when your nonprofit is gearing up for a period of strategic renewal or aiming to better align its efforts with its core mission. Helping you clearly articulate your organization's direction and impact, this tool is crucial for running annual planning sessions or preparing funding and grant applications.

Notable Template Features : This template is designed specifically for nonprofit organizations, featuring sections dedicated to mission statement clarification, stakeholder engagement strategies, and impact assessment methods. It offers a comprehensive framework for nonprofits to navigate the complexities of sustainability and mission-driven planning, ensuring every activity contributes to long-term success.

Related Strategic Planning Templates

Discover this list of free templates that perfectly complement your strategic planning needs. From business model canvases to detailed market analyses and customer journeys, these tools ensure a solid value proposition and guide your business toward success.

Free Microsoft Word Action Plan Templates

Check out these  free Microsoft Word action plan templates for tools to streamline your project planning, enhance your task management, and achieve your goals more efficiently.

Free Gap Analysis Templates

Explore this  collection of free gap analysis templates to help you identify the discrepancies between your business's current state and its desired future state, offering a clear pathway for strategic improvement and goal achievement.

Free Scenario Analysis Templates

Use these  free scenario analysis templates to get frameworks that prepare you for various future possibilities, enabling strategic decision-making and risk management.

Secure Your Organization’s Future Success with Strategic Planning Templates from Smartsheet

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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.

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Stavropol Krai, Russia

The capital city of Stavropol krai: Stavropol .

Stavropol Krai - Overview

Stavropol Krai is a federal subject of Russia located in the central part of Ciscaucasia and on the northern slope of the Greater Caucasus in the North-Caucasian Federal District. Stavropol is the capital city of the region.

The population of Stavropol Krai is about 2,780,200 (2022), the area - 66,160 sq. km.

Stavropol krai flag

Stavropol krai coat of arms.

Stavropol krai map, Russia

Stavropol krai latest news and posts from our blog:.

12 January, 2020 / Wooden Church of the Nativity of Mary in Rozhdestvenskaya .

2 December, 2019 / Tsvetnik - the Oldest Park in Pyatigorsk .

16 June, 2019 / Abandoned Uranium Mine in the Stavropol Region .

6 May, 2019 / Cathedral of the Kazan Icon of the Mother of God in Stavropol .

30 September, 2011 / Beautiful nature of Stavropol krai .

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News, notes and thoughts:

11 January, 2021   / The Kochubeevskaya wind farm with an installed capacity of 210 MW, the largest in Russia, has been commissioned in Stavropol Krai. With a total area of about 200 hectares, it includes 84 wind turbines, each 150 meters high, the length of the blades - 50 meters.

History of Stavropol Krai

The most ancient archaeological finds date back to the 4th millennium BC. The territory of the present Stavropol region was successively part of the state of the Scythians (the 7th - 5th centuries BC), Sarmatians (the 3rd century BC - the 3rd century AD), Huns (the 4th - 5th centuries AD).

Later, from 620 to 969, this territory was part of the ancient state called the Khazar Khaganate. Approximately in the 8th century, with the weakening of the Khazar Kaganate, the medieval state of the Alans appeared here. In 1238-1239, a significant part of the plain Alania was captured by the Mongols, and this state as a political entity ceased to exist.

In 1556, the Russian troops took Astrakhan and opened the way to the North Caucasus and the Caspian Sea. In Ciscaucasia, the interests of Russia, the Ottoman Empire, the Crimean Khanate, and Iran collided.

In 1777, according to the decree of Catherine II, the Azov-Mozdok defensive line was founded, which gave rise to colonization of the Ciscaucasia and the North Caucasus. The territory of the Stavropol region became part of Astrakhan oblast. In November 1777, the fortress called Stavropolskaya was founded. In 1782, about 500 retired soldiers lived there.

More historical facts…

In 1785, in connection with the development of Ciscaucasia, the Caucasian guberniya (province) was created that included the Caucasian and Astrakhan regions. Since that time, Stavropol officially became one of the six county-level towns of the Caucasus region.

With the development of the Ciscaucasia, Stavropol was gaining an increasing importance as an important trade and transit center. It became a kind of the main gate of the Caucasus. In 1822, the Caucasian province was transformed into an oblast and Stavropol became its center. After the defeat of the Decembrist uprising, a lot of its participants were sent here. In 1837 - 1841, Mikhail Lermontov, exiled to the Caucasus, visited Stavropol several times.

In 1847, the Caucasian oblast was reformed into Stavropol gubernia. With the formation of the Kuban and Terek Cossack regions and the end of the Caucasian War, the military-political and economic importance of Stavropol significantly reduced.

In 1919, the Stavropol province was occupied by the Bolsheviks and included in the territory of the North Caucasian Soviet Republic. As a result of the Second Kuban campaign the region went under the control of the Volunteer Army.

In October 1924, the North Caucasian region was formed and Stavropol gubernia was reformed into a district within the region. On January 10, 1934, the North Caucasian Krai was divided into the Azovo-Chernomorsky and North Caucasian. The town of Pyatigorsk became the center of North Caucasian Krai. In March 1936, North Caucasian Krai was reformed and, on its territory, Ordzhonikidze Krai with the center in Ordzhonikidze (Stavropol) was formed.

During the Second World War, from August 1942 to January 1943, the region was occupied by the German troops. In 1943, Ordzhonikidze Krai was renamed Stavropol Krai. In December 1956, the first part of the Stavropol-Moscow gas pipeline with a length of 1,300 km was commissioned (at that time, it was the longest gas pipeline in Europe).

During the 1970s-1980s, 56 new enterprises were opened in the region, among them the Prikumsky Plastics Plant - the largest chemical plant in the region, four power units at the Stavropol power station, and new capacities at the Nevinnomyssk enterprise “Azot”.

On July 3, 1991, Karachay-Cherkess Autonomous Region withdrew from Stavropol Krai and became the Karachay-Cherkess Soviet Socialist Republic. On April 21, 1992, it became the Republic of Karachay-Cherkessia of the Russian Federation.

Steppe landscapes of Stavropol Krai

Stavropol Krai landscape

Author: Valeriy Kharchenko

In the fields of the Stavropol region

Author: Dvornikov Mikhail

Stavropol Krai nature

Author: Zhukova Elena

Stavropol Krai - Features

Stavropol Krai stretches for 285 km from north to south and 370 km from west to east. The climate is temperate continental. The average temperature in January is minus 5 degrees Celsius (in mountains - down to -10), in July - plus 22-25 degrees Celsius (in mountains - +14).

The main natural resources are natural gas, oil, polymetals containing uranium, building materials. Mineral medicinal waters are a special riches of the region.

The Caucasian Mineral Waters is Russia’s largest resort region, which has no analogues in the whole of Eurasia for the richness and diversity of mineral waters and therapeutic mud. The healing properties of “narzan”, one of the popular local mineral waters, are known throughout Russia. The name can be translated into Russian as “Hercules’ beverage”, “Water of Hercules”.

The largest cities and towns are Stavropol (458,200), Pyatigorsk (145,500), Kislovodsk (127,300), Nevinnomyssk (114,400), Yessentuki (117,200), Mikhailovsk (94,500), Mineralnye Vody (72,400), Georgievsk (64,400), Budennovsk (59,600).

Stavropol Krai - Economy

The main industries of Stavropol Krai are engineering, production and processing of oil and natural gas, electric power industry, food (winemaking, butter, sugar), chemical (mineral fertilizers in Nevinnomyssk), building materials (glass in Mineralnye Vody), light (wool in Nevinnomyssk, leather in Budennovsk).

Agriculture specializes in growing grain and sunflower, the leading role in livestock breeding belongs to cattle breeding, fine-wool sheep breeding. Horticulture, viticulture, poultry farming, pig breeding, beekeeping are widespread. Agriculture is one of the most important sectors of the local economy, which employs more than 156 thousand people.

The main highway M29 “Caucasus” passes through Nevinnomyssk, Mineralnye Vody and Pyatigorsk. There are international airports in Stavropol (Shpakovskoye) and Mineralnye Vody. This region has a very dense and extensive network of pipelines.

Attractions of Stavropol Krai

A large number of various interesting places are concentrated on the territory of the Stavropol region. Here are just a few of the most famous sights:

• Proval - a lake and a natural cave on the southern slope of Mount Mashuk in Pyatigorsk. The cave is a cone-shaped funnel with a height of 41 m, at the bottom of which there is a karst lake of mineral water of pure blue color;
• Monument to Lermontov in Pyatigorsk at the place where the poet was fatally wounded during the duel;
• Lake Tambukan (Black Lake), located near Pyatigorsk, is known for its unique healing mud;
• Therapeutic park, mineral springs, Balneary mud baths named after Semashko in the resort city of Yessentuki;
• Resort park in Kislovodsk is very popular with tourists. The territory of the park is huge. Here you can find a drinking gallery, ponds, grottoes, and the famous valley of roses. Plants growing in the park make the air unusually clean and healthy;
• Koltso (Ring) Mount near Kislovodsk. Under the influence of natural factors, a ring with a diameter of 8 meters was formed in the center of the rock;
• Pushkin Gallery (1901), the Emir of Bukhara Palace, the Cave of Permafrost, Zheleznaya Mount in the resort town of Zheleznovodsk.

Stavropol krai of Russia photos

Stavropol Krai scenery

Paved road in Stavropol Krai

Author: A.Kostin

Winter in Stavropol Krai

Author: Kabatov V.

Small river in the Stavropol region

Author: Alex Stanin

Pictures of Stavropol Krai

Beautiful nature of Stavropol Krai

Author: Sergey Shevchenko

Author: V.Buturlia

Cathedral in Stavropol Krai

Author: Bulgakov Pyotr

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STAVROPOL KRAI: COSSACKS, MEDICINAL BATHS AND DUELS

Stavropol krai.

Stavropol Krai covers 66,500 square kilometers (25,700 square miles), is home to about 2.7 million people and has a population density of 42 people per square kilometer. About 57 percent of the population live in urban areas. The city of Stavropol is the capital and largest city, with about 400,000 people.Most state-like entities in Russia are oblasts (regions). A krai was a type of geographical administrative division in the Russian Empire and modern hin the U.S.S.R. and is one of the types of the federal subjects of modern Russia. Website: Tourist Information Center of the Stavropol Territory: stavtourism.ru

Stavropol Krai embraces parts of the Kuban River and Kuban steppe and is traditional homeland of the Kuban Cossacks The Caucasus mineral waters resorts of Pyatigorsk, Zheleznovodsk, Yessentuki, and Kislovodsk have been famous since ancient times. Their thermal waters, therapeutic springs and mud have rejuvenated millions of people. Among the first Russians to be treated with these waters were soldiers of the Caucasus line. The first Caucasus mineral sanatorium was built in 1803.

Stavropol Krai has more to offer than Cossacks and health resorts. Archeologists have discovered 20 settlements and towns here, some of which are more than three thousand years old. The traditional life in Stavropol is associated with vine growing and wine making. On the slopes of the Mashuk hill is a modest monument commemorating the duel fought by the writer Mikhail Lermontov.

Stavropol is a land of mountains, ancient fortresses, the first Russian resorts and Cossack villages spread out at the bottom of the former Sarmatian sea. The first Cossacks — Terek and Kuban — settled in the Stavropol region in the second half of the 18th century without the approval of state authorities, as was the way of the Cossacks.

Stavropol means “cross”. The name is explained in different ways. According to one story, a cruciform stone was dug up during the construction of the fortress that would bear the Stavropol name. According to another story, the fortress was marked on a map with a cross to distinguish it from other forts on the Azov-Mozdok line. In any case, an image of the cross is now on Stavropol’s flag and coat of arms.

See Separate Articles: COSSACKS factsanddetails.com ; COSSACK HISTORY factsanddetails.com

Tourism in Stavropol

Accommodation: here are 122 sanatoriums and more than 400 hotels of various levels in Stavropol. A sanatorium course in Yessentuki costs 1672 rubles per day. A single “standard” room at the Hotel “Intourist-Stavropol” goes for 2600 rubles a night. Apartments in Stavropol cost 2000-2300 rubles per day.

Transport in the Region: Buses are the main way of getting around Stavropol krai. To get by bus from Stavropol to Pyatigorsk costs 1100 rubles, to Yessentuki-1350 rubles, to Kislovodsk-1300 rubles (all prices are for one adult round-trip).

Getting There: By Air: : Mineralnye Vody international airport is the main airport in the region. Stavropol Shpakovskoye Airport is located 13 kilometers northeast of Stavropol. If you are heading to the resort, it is preferable to use Mineralnye Vody airport, Many of the of resort the towns are only 30-40 minutes away by car. Flights from Moscow to Mineralnye Vody takes a little more than two hours and tickets start at 4,000 to 7,000 rubles (per adult round-trip).

By Train: Rail links connect some of the resort towns of the Caucasus with destinations in Russia and the former Soviet Union. From Moscow the travel time is about 22 hours The cost of a seat or a berth in a compartment starts at around 5,000s rubles for an adult.

By Car: Motorists have praised the roads of Stavropol are for being smooth, and durable. There are reasonable good links to neighboring regions of the North Caucasus and southern Federal districts.

Kuban Steppe

Kuban Steppe refers to a large are of cultivated steppe in southeastern Russia situated roughly between the Caucasus mountains, the Black Sea, the Caspian Sea and the Volga and Don Rivers. It is a rich agricultural area and the traditional home of the Kuban Cossack group. Many people died here during the forced collectivization in the 1920s and 1930s.

The Kuban steppe is one of the major steppes in Europe, located in between the city of Rostov on Don and the Caucasus Mountains. It is named after Kuban River which flows through it. The Kuban flows mostly through Krasnodar Krai for 660 kilometers (410 miles) but also in the Karachay–Cherkess Republic, Stavropol Krai and the Republic of Adygea. The Kuban flows 870 kilometers (540 mi) north and west from its source near Mount Elbrus in the Caucasus Mountains, eventually reaching Temryuk Bay in the Sea of Azov.

The Kuabn Steppe is part of the Great Eurasian steppe that stretches from Mongolia and the Great Wall of China in the east to Hungary and the Danube River in the west. It is bounded by the taiga forest of Russia to the north and by desert and mountains to the south. It is located at about same latitude as the American plains and embraces a dozen countries, including Russia, China, Mongolia, Kazakhstan, Kyrzgzstan and several other former Soviet Republics.

Describing the steppes, Polish Nobel laureate Henry Sienkiewicz wrote in With Fire and Sword, "The steppes are wholly desolate and unpeopled yet filled living menace. Silent and still yet seething with hidden violence, peaceful in their immensity yet infinitely dangerous, these boundless spaces were a masterless, untamed country created foe ruthless men who acknowledge no one as their overlord." Steppes are covered mostly by sparse grass or grasses and shrubs such as saxual. Trees are often stunted. Large trunks, branches and leaves require a lot of water to maintain. When the steppes meet the foot foothills, you can find wild poppies, even wild opium poppies.

Stavropol City

Stavropol (430 kilometers southeast of Rostov-on-Don) is a city of 300,000 with historic ruins from the 10th and 11th century as well as a magnificent forest preserve and botanical gardens. Located on a broad plateau, it was used as military supply depot for the Russian military campaigns in Caucasus and is the traditional home of the Kurban Cossacks.

Former Soviet leader Mikhail Gorbachev was born in a village of Privolnoe, about 150 kilometers (90 miles) from Stavropol was educated and rose through the Communist party ranks in Stavropol. Sights include the 19th-century St. Andrew's Cathedral and the Regional Museums, with Cossack uniforms, weapons and memorabilia, and an art museum.

Stavropol began as small fortress on the Azov-Mazdokskoy defensive line built in 1777 on the orders of Catherine the Great the Great to protect the southern borders from attacks of Tatars and Turks and become one of the major political centers of the North Caucasus. Among its early residents were Khoperskaya Cossacks, builders of the fortress’s stone cross.

Stavropol is located on the 45 degree latitude line and is thus equal distance from the North Pole and the Equator. It is said if you make a wish on a clear moonlit night at "Pirogov" and "45 parallel" street your wish will come true. Stavropol is said to be one of the greenest cities in Russia. One of the first thing that strikes visitors is an incredible amount of greenery and flowers found throughout the city. Parks and public gardens are common sights It is said over 800,000 flowering plants are planted annually. The city is home to the largest botanical garden in southern Russia.

Sights in Stavropol

Stavropol is a a historical city, there are more than 200 historical cultural and architectural monuments. Castle Mountain is in the historic center of city. In addition to historical monuments, there is a musical fountain. Nearby is the Memorial Fire Eternal Glory. It has a memorial panel that reads: "We won!" and the names of 10,000 heroes who defended the Motherland during World War II.

In the center of the city is located the Alexander area, or, which locals, call "Angel Square" because of a monument located there. In the old days, the area was home to the largest market in Stavropol, where farmers from neighboring villages came to sell their products. The German bridge was built in tsarist times. The largest archaeological site, Ciscaucasia, lies in an area of old-growth forest near Stavropol.

Stavropol State Circus is housed in a building equipped with a modern theater and circus facilities. It hosts circus performances and well as theater events and concerts. Famous Russian stars such as Philip Kirkorov, Vladimir Kuzmin, Irina Allegrova, Sofia Rotaru, Valeriy Meladze and Tatyana Bulanov have appeared as has the singer Maxim and the group Boney M. The building itself looks like like a UFO.

Tatar Settlement (near Stavropol) is an archaeological site covering an area of about 200 hectares with artifacts and remains from different eras. According to archaeologists, Scythians, Sarmatians, Khazars and other groups lived here consistently from the 8th century B.C. to the 10th century. In the crypts and ruins of the ancient fortress archaeologist have found antique ceramics and household items. According to stories, there are unexplained energy failures: cell phones stop working, compasses show the wrong direction, people lose orientation.

Stavropol Cossack Song and Dance Ensemble

The Stavropol Cossack Song and Dance Ensemble has an international reputation. The history of the ensemble starts with 1981 when choreographer Anatoly Pavlovich Brunilin and musical director, composer Viktor Kamyshnikov combined their talents and recruited leading educators, choreographers, musicians, creative young people and students from Stavropol city schools.

Today the group receives funding from Stavropol Ministry of Culture and employs more than 150 people and is comprised of three main creative groups: orchestra, choir and ballet. Honored Artist of Russia Ivan Gromakov has headed the group since the early 1990s. Stavropol enseemble the only professional creative team in Russia that weaves together folk traditions of the Cossack Kuban groups with traditions from the Don, the Volga, Ukraine, North Caucasus, the Central Russian Plains

The ensemble’s programs are structured to tell dance and song stories of Stavropol’s past and present. Themes and inspiration for the musical and choreographic narrative includes Cossack exercises, violent "duels", training and recruiting. Some works feature weapons with the spirited calls harmonics blows and hot youthful dancing. Others have highland harmonics and incorporate Circassian, Ossetian and Karachay dances. Among the audience favorites are fire dances, Cossack pereplyas, charming stanitsa quadrille dances and games with top-instigators.

Spas of the Central Caucasus

Spas of the Central Caucasus ar located among groups of extinct volcanos located where the Kurban steppes rises into the northern Caucasus mountains. The spas have been visited since the 18th century when the upper classes used them to seek relief from variety of ailments and host balls and seek suitable spouses. Today they are visited mostly by middle class holidaymakers and workers who still have Soviet-era holiday privileges.

Known in Russian as Kavkazskie Mineralnye Vody (Caucasus Mineral waters), the region boasts 130 hot and cold mineral springs and the luxurious spas, elegant hotels, parks, gardens and recreation facilities that accompany them.

There are four main spa towns —Kislovodsk, Yessentuki, Pyatigorsk and Zhelznovodsk, each with its own Intourist hotel — plus the transportation hub and industrial town of Mineralnye Vody. The whole area is associated with Romantic writer Mikhail Lemontov who set some of his stories here and was killed in a duel in Pyatigorsk in 1841. He is regarded as Russia’s second greatest poet after Pushkin.

Generally, each spa is associated with a different ailment. In most cases you are supposed to drink the water rather than bath in it to receive its benefits. In some cases you can walk in off the street and enter a building called an “istochnik” ("spring") and drink the water, but in most cases you need a pass which is only given to those staying at the sanatoria. The most famous spas are Narzan Baths at Kislovodsk and the Lemontov Baths at Pyatigorsk. The spas around Lake Tambukan offer silt mud baths. In Stavropol Krai there are more than 120 sources of natural balneal and drinking mineral water. There are mud springs with therapeutic mud.

Pyatigorsk (160 kilometers southeast of Stavropol) is regarded as the capital of the spa region. Located at an elevation of 550 meters and sitting below 993-meter high Mt. Mashuk and 1,401-meter-high Beshtau, it was founded in 1780 and is home to 110,000 people. Pyatigorsk is a pleasant place full of trees and fine views of mountains. Many of the springs are warm (over 60 degrees C) and have a relatively high sulfur content. There are lots of hiking, skiing and mountaineering opportunities. Horse races are held twice a week and classical music concerts are regularly held.

Activities and attractions include the cable car ride to the conical summit of Mt. Mashuk; the Aeolian Harp preservation point; Lemontov's Grotto, a small cave visited by the writer; the Academic Art Galley,; the Spa Exhibition; and Prival, a cave open to the sky where a couple used to dance on a bridge above a pond. A monument marks the spot where Lermontov died in the duel. The Central Flower Park contains the glass-and-metal Lermontov Gallery, a small artificial cave called Diana's Grotto, an eagle sculpture and Chinese pavilion. Elsewhere in town you can find the Spa Research Institute, the Regional Museum and the Lermontov Statue and Museum.

Eagle Sculpture is a famous symbol of the Caucasus Mineral Waters. The bronze eagle with a snake in its claws represents health-improving qualities of the waters. After having been bitten by the poisonous snake, the dying eagle falls into a mineral spring and is brought back to life.

Aeolian Harp (“Eolova Arfa”): An Aeolian harp (also wind harp) is a musical instrument that is played by the wind. Named for Aeolus, the ancient Greek god of the wind, the traditional Aeolian harp is essentially a wooden box including a sounding board, with strings stretched lengthwise across two bridges. The one in Pyatigorsk was built on Mashuk mountain and has a round arbor with columns. Designed by the Bernardazzi brothers architects at the beginning of the 1830s, the harp consists of a wooden case with two harps and stone floor. Under the influence of a wind the vane rotates and produces musical sounds. Now the Aeolian harp is equipped with an electromusical instrument.

Cossack Farmstead Tourist Ethnographic Center (in the village Borgustanskaya 40 kilometers west of the Stavropol) created with the goal of introducing visitors and locals alike to the Cossack culture, life and traditions. It contains a Cossack hut, watchtower and Cossack fortification. There are also theater performances by folklore groups and workshops featuring Cossack crafts.

Place Associated with Mikhail Lermontov and His Death in a Duel

The famous Russian writer Mikhail Lermontov lived in Pyatigorsk and was killed in a duel there The Lermontov State Museum-reserve was founded in 1912. The Lermontov quarter contains houses preserved in their original form that the poet visited and lived in. The most famous is a house with a reed roof, where Lermontov lived the last two months of his life. Places mentioned Lermontov in his poetry include the “Princess Mary” gazebo “Aeolian harp” on mount Mashuk, Elizabethan spring (the present-day center of resort life), Lermontov Grotto (where the poet painted “View of Pyatigorsk”), Cave “Failure” with the famous lake and the rock on which the “Hero of Our Time” were shot by Grushnitsky and Pechorin and the place where Lermontov and Nikolai Martynov fought their duel. The “Tour of Lermontov places Pyatigorsk” stops at these places.

A monument marks the spot where Lermontov died in the duel with Martynov. After visiting Moscow, on May 9, 1841,Lermontov arrived to Stavropol, introduced himself to general Grabbe and asked for permission to stay in the town. Then, on a whim, he changed his course, found himself in Pyatigorsk and sent his seniors a letter informing them of his having fallen ill. The regiment's special commission recommended him treatment at Mineralnye Vody. What he did instead was embark upon the several weeks” spree. “In the mornings he was writing, but the more he worked, the more need he felt to unwind in the evenings,” Skabichevsky wrote. “I feel I'm left with very little of my life,” the poet confessed to his friend A.Merinsky on July 8, a week before his death.

In Pyatigorsk Lermontov enjoyed himself, feeding on his notoriety of a social misfit, his fame of a poet second only to Pushkin and his success with A Hero of Our Time. Meanwhile, in the same salons his Cadet school friend Nikolai Martynov, dressed as a native Circassian, wore a long sword, affected the manners of a romantic hero not unlike Lermontov's Grushnitsky character. Lermontov teased Martynov mercilessly until the latter couldn't stand it anymore. On July 25, 1841 Martynov challenged his offender to a duel. The fight took place two days later at the foot of Mashuk mountain. Lermontov allegedly made it known that he was going to shoot into the air. Martynov was the first to shoot and he aimed straight into the heart, killing his opponent on the spot. On July 30 Lermontov was buried, without military honours, thousands of people attending the ceremony.

Pyatigorsk Sanatoriums and Resorts

Zori Stavropol Sanatorium is located in the center of Pyatigorsk, near the park Flower Garden in its own landscaped grounds. Pyatigorye Sanatorium is near Lake Failure on the slopes of Mount Mashuk For more than half a century, it has welcomed guests. It has its own well-kept park. Lesnaya Polyana Sanatorium is the largest health resort of Pyatigorsk. It is also known as . Preventive clinic Trade Unions' Center for Regenerative Medicine sanatorium Forest Glade.

Don Sanatorium consists of four dormitories and other buildings, in close proximity to each other: the medical building, catering, club gymnastics hall, a swimming pool with sauna, spas and drinking well-room. Pyatigorskaya Balneogryazelechebnitsa is the largest balneological medical institution in the region. Pyatigorsk Clinic Institute of Spa is located in four-storey building located in the heart of of Pyatigorsk at the foot of Mashuk Mountain, just outside mineral water the pump-room.

Zori Stavropol Sanatorium is housed in single complex of buildings located in the city center, in its own protected landscaped area, where the price corresponds to quality spa services. Sanatorii 'Spread' is located in the center of the spa area in the immediate vicinity of the main sources of drinking mineral water in front and MY house museum Lermontov. The territory borders the medical park. Sanatorium Mashuk Boc has been operating throughout the year for more than a quarter of a century.

Kislovodsk (32 kilometers southeast of Pyatigorsk) is the second most popular spa area in the Caucasus. Located at an elevation of 822 meters, it is higher, greener and cooler than Pyatigorsk and is the birthplace of Alexandr Solzhenitsyn. The springs are known for their rich, carbonic waters.Narzan Spring is the most famous. It is housed in a building with a glass dome and Gothic gallery designed by a British architect.

Other attractions include Kurortby park, covering a large area and containing sculptures and exhibitions; the Local Lore Museum, the Culture Museum of Music and Theater; and the Art Museum. Among the hiking destinations are 1,376-meter-high Mt. Maie Sedio and 1,484-meter-high Maly Dzhinal.

Kislovodsk State Circus of Caucasus Mineralnye Vody region is one of main non-spa attractions in the region. The circus has entertained many generations with its magic and produced many circus performers. For many years the circus was under the leadership of Gennady Trakhtenberg.

Ring Mountain is about 900 meters high and is located on the outskirts of Kislovodsk. Over the millennia, winds and rains have eroded an eight-meter-high circular passage through the wall. People like to watch the sunset through this stone ring, which was described by Lermontov. Legends about Ring mountain were told by ancient peoples. It was believed, for example, that a warrior who galloped through the gate in full armor, became invulnerable. Some tourists stand in the arch for good luck.

Museum of AI Solzhenitsyn

Museum of AI Solzhenitsyn honors Aleksandr Solzhenitsyn who born in Kislovodsk in 1918 and lived there during his childhood. The museum is housed in a the house of his aunt MZ Gorin, where the writer lived from 1920 to 1924. In 2008, Presidential Decree house recognized the house a a cultural heritage of federal importance and opened in 2014 as the Information and Cultural Center "AI Museum Solzhenitsyn "(ECC" Museum of Solzhenitsyn ").

The Museum of AI Solzhenitsyn hosts interactive programs, literary readings, art festivals and contests. Permanent exhibition center is connected with Stavropol and Solzhenitsyn’s early life. It has materials on the writer’s childhood and adolescence, the tragic events of war, followed by his development as a writer before the publication in 1962, the novel "One Day of Ivan Denisovich", which brought the author international recognition.

The Later life of Solzhenitsyn covers the writer as a prominent figure in diverse multimedia content. There is an information desk. Touch screens, video screens and tablets can be used took at materials, records, Solzhenitsyn works, interviews with the writer, and fragments of documentaries and feature films,

Multimedia form of organization and presentation of information do AI Museum Solzhenitsyn's most modern branch of the GLM, a kind of testing ground in the application and use of the latest museum technologies and information resources. In 2015, the museum planned to create an Astronomical Club in memory of Solzhenitsyn teaching astronomy at school.

Kislovodsk Spas and Sanatoriums

Narzan Baths is perhaps the most famous spa of the Central Caucasus resort area. Part of the complex is housed in a building with a glass dome and Gothic gallery designed by a British architect. Sanatorium Narzan is located in the historic center of the city near the medical park and railway station, It is The main building is one of the most beautiful in Kislovodsk. It was built in 1903 for the 100th anniversary of the resort. The Narzan Gallery is located at the end of Karl Marx Avenue, The interesting historical monument took ten years to build between 1848 and 1858.

Horizon Sanatorium is one of the most comfortable and well-equipped health centers in Kislovodsk. Sanatorium Zarya Russian President Administration is located in the southeastern part of Kislovodsk medical park. Sanatoriy Gina is located in Kislovodsk Dzhinalskogo at the foot of the ridge. Eight-piece housing accommodates 240 visitors. Sanatorium Narzanov is recognized as one of the best resorts for the treatment of cardiovascular diseases. Sanatorium. Gorky treats patients with diseases of the cardiovascular system, respiratory system, and musculoskeletal system

Sanatorium Fortress was built in the same place, the birthplace of Kislovodsk resort, next to the walls of the fortress, where there is a mineral water source used since in the middle of the nineteenth century. Sanatorium Sunny features European service and high-quality medical services. Sanatorium Samara offers effective treatment for diseases of the cardiovascular system, metabolic disorders, diseases of the respiratory system, the musculoskeletal system and the nervous system.

Sanatorium Victoria is situated in the central part of the Kislovodsk near the Zhelyabovsky pump-room, Sanatorium. GK Ordzhonikidze is part of the Federal Medical Center and Federal Property Management Agency, which also includes Health Hotel Orbita-2, Sanatorium Kolos is located in the historic center of town. There are also several children Sanatoria. Sanatorium Change of the Federal Medical and Biological Agency of Kislovodsk is located in the center, a few steps from the spa park.

Yessentuki and Its Sanatoriums

Yessentuki (16 kilometers from Pyatigorsk) is the smallest of the Caucasus spa towns. It is home to 15,000 people and its waters are known for curing digestive and kidney ailments. Worth a look are the Art-Nouveau Muslim-style Tehlmann Sanatorium and the African-style Otsr Robsky Baths

Five Thousand Drinking Gallery Meters at Sanatorium Victoria is the largest drinking gallery in Europe, with 5000 visits per shift and three types of mineral water. Mineral Gallery No. 4 is located in the center of a resort zone of the city.Sanatorium Complex Rus is a respectable new resort complex located in the resort and park area of Yessentuki. Tsanderovskiy Institute Mechanotherapy has been conducting mechanotherapy for more than a hundred years. Medical Center Youth is a Children Sanatorium located in the center of Yessentuki, in close proximity to the park and the therapeutic mineral springs. Sanatorium Source is a new, modern versatile medical-health complex.

Sanatorium Miner is regarded as one of the better resorts of the North Caucasus. Sanatoriy Valley Narzanov is located in the heart of the city. Sanatorium Pearl of the Caucasus is situated in the Upper spa park, near the drinking gallery. Sanatorium Russia is the scientific and clinical branch of the Russian Scientific Center of Medical Rehabilitation and Health Resort Russian Ministry of Health. It offers services for health resort treatment and medical rehabilitation.

Sanatorium Kazakhstan is included in the Medical Center of Administrative Department of the President of the Republic of Kazakhstan. State Budget Institution of Social Services' Regional socio-health center Caucasus has been functioning since 1996, is located in the southern part of the spa park area of Yessentuki.

Semashko Mud-Treatment Center

Semashko Mud-Treatment Center is regarded a one of the most beautiful spa buildings. It occupies half a block in the center of Yessentuki and is impressive for its austerity and unusual appearance. The greenery of the park that surrounds it provides a perfect background for it rusticated walls made of roughly finished Kislovodsk dolomite. A slender portico with two rows of Ionic columns is accessed ramps guarded by stone lions.

In 1911, the St. Petersburg Society of Architects announced a competition for the design of a mud bath clinic in Yessentuki, The winner — Evgeny Shretter and the Academy of Architecture — received a generous financial reward and created a true architectural masterpiece: a basically classical structure designed to accommodate the, balneology technology of its time.

The clinic started operating in 1915. Although it was constructed long ago, the mud therapy clinic has preserved its traditional functions while incorporating new state-of-the-art equipment. It is now a medical complex with well-coordinated engineering equipment, infrastructure, transfer equipment and facilities, support departments, and the technological process required for mud-bath treatment. The two-storey mud treatment clinic has a basement equipment level and consists of four buildings that have treatment places for 220 patients in 62 booths. The mud treatment clinic, built in the style of Roman baths, now provides treatment for about a thousand people a day.

Visitors can take a guided tour around the mud therapy clinic on Tuesdays and Thursdays. Your guide will tell you about the history of the construction and development of the mud baths. The group visits the rooms, the medical building, the equipment level, and learns about storage and use of Tambukan mud.

Zheleznovodsk and Its Spas and Sanatoriums

Zheleznovodsk (between Kislovodsk and Pyatigorsk) is regarded as the least appealing of Caucasus spa towns. It is home to 70,000 people and is best known for it mud baths.

Sanatorium Health is located in the medical park a 5-minute walk from the city's main sources of water: Slavyanovsky, Smirnovsky, Lermontov. It was founded in 1934. The sanatorium named after the 30th anniversary of the Victory specializes in urological health. It is one of the leading centers in the Caucasus Mineral Waters regions for the diagnosis and treatment urogynaecological diseases.

Sanatorium Mashuk Akva-term is located in the green zone. Sanatoriy Valley Narzanov is located at the foot of Beshtau mountain, five kilometers from Zheleznovodsk. Sanatorium Oak Grove Russian President Administration is a year-round balneological health resort that won a national contest

Mineral Baths of Ostrovsky were built at the end of 1893 and was described as one of the best buildings in Europe at that time. The candy-cane-striped facade of the building is decorated with tall windows with Moorish arches. A wide porch is topped by a colonnade. There are showers and offices equipped with the necessary adaptations. The baths introduced an innovative filling system in which the healing water in the baths was taken directly from wells.

Palace of the Emir of Bukhara

The palace of the Emir of Bukhara (in Zheleznovodsk) is one of the main landmarks of Zheleznovodsk. Its bizarre oriental-style forms give the town a special flair. The dome, minaret, balconies decorated with patterns, ceramics, and intricate carving appear to have emerged from the pages of 1001 Nights. The main entrance to the palace has an elegant stone staircase with several flights of stairs. Sculptures of lions that symbolize the power of the owner. The in Arabic greeting “Peace be upon you, those who enter here” is written on the arch of the palace.

After the defeat of the Emir's army in Bukhara in present-day Uzbekistan in 1875, the Bukhara Khanate became a vassal of Russia. The Emir lived in his khanate, in the small town of Kermine, but was listed in the Terek Cossack Army, and was given a high military rank by the Russian tsar. The emir came to the Caucasus regularly for his health, which is why he wanted to build his own summer residence here. The palace in the Moorish style was designed by architect V. N. Semenov.

In 1910, Seid Khan's son, Tyura-Jan-Mirza-Alim Khan, became the Emir of the Bukhara Khanate. He continued the construction of the palace, which he let the tsar's family use in 1913 on the occasion of the 300th anniversary of the Romanov dynasty. In 1915, the palace of the Emir of Bukhara was turned into a hospital. After the Emir lost his power and the Soviet authorities took over in1920, all his property was nationalized. The palace was converted into the resort of the Central Administration for Social Insurance. After the war, the sanatorium was named after Comrade Ernst Thalmann, the deceased leader of the German Communist Party. In 1960, the health resort was renamed Udarnik (“Highly efficient worker”), but in the 1970s it once again became a part of the resort named after Thalmann.

The palace has a very sophisticated layout, with many passages, staircases, and corridors. The dome and the minaret feature a spiral staircase crowned with crescents. A prayer space is inside the palace. In its front part, there are richly decorated rooms for audiences, which still have their marvelous ceiling decorations. A huge Art Nouveau style fireplace, decorated with tiles, has also survived to the present day, too. In addition to the main building, there is another building, which housed the harem. It is connected with the palace with a flying wooden bridge.

Ethno Village of Nekrasov Cossacks and the Spiritual Molokans

Ethno Village of Nekrasov Cossacks and the Spiritual Molokans (150 kilometers east of Stavropol) is set up in an area settled by descendants of Nekrasov Cossacks who fled to Turkey after the defeat of the Bulavinsky uprising in 1708 and lived there for and two and a half centuries, preserving the language and traditions, and returned to Russia in 1962. Nekrasovtsy Cossacks are descendants of Don Cossacks rebels led by Kondrat Bulavin in 1707-1709.

Entrance to the ethnic village is 120 rubles for adults, 50 rubles for children. Activities including tea ceremonies, workshops on folk crafts-embroidery, clothing, beading, painting, making clay toys-concerts. The ensemble “Nekrasov Cossacks” performs centuries-old songs and dances. From Stavropol to Nowokunski buses. Fare-1400 rubles (per adult round-trip). Travel time 5 hours. Organizer: "Center of traditional Russian culture Nekrasov Cossacks and spiritual Molokans" (postal address:. 357965, Stavropol Territory, Levokumsky district, Novokumskits, Michurin st, 1B.).

Route "Heirs of Traditions" introduces visitors to the cultural and historical heritage Nekrasov Cossacks and spiritual Christians (Molokans). Tourists visit-Nekrasov Cossacks Museum, Old Believer church and the vineyards and wine cellars at JSC Levokumskij. During a visit to ethnovillage tourists get acquainted with the lifestyle, traditions, rituals, traditional crafts Nekrasov Cossacks and spiritual Molokans. Everyone will be able to try on traditional costumes of the Cossacks and spiritual Molokans, bake bread in a Russian stove, cook traditional dishes:. Threefold, plyaschindu, Kanysh with fist pyshechki etc. Compound spiritual Molokans is famous for its honey shop. Steppe grasses honey is said to be cure for colds and asthma. Visitors will also visit houses now occupied by Nekrasov Cossacks family and spiritual Molokans.

Molokans (from the Russian word for "dairy-eater") are members of various Christian sects that evolved from Eastern Christianity in the East Slavic lands. Their traditions — especially dairy consumption during Christian fasts — do not conform to those of the Russian Orthodox Church, and they were regarded as heretics (sektanty). There are almost as many different customs among Molokans as there are Molokans. Some built chapels for worship, kept sacraments, and revered saints and icons, while others (like Ikonobortsy, "icon-wrestlers") discarded these practices in the pursuit of individual approaches to scripture.

Image Sources: Wikimedia Commons

Text Sources: Federal Agency for Tourism of the Russian Federation (official Russia tourism website russiatourism.ru ), Russian government websites, UNESCO, Wikipedia, Lonely Planet guides, New York Times, Washington Post, Los Angeles Times, National Geographic, The New Yorker, Bloomberg, Reuters, Associated Press, AFP, Yomiuri Shimbun and various books and other publications.

Updated in September 2020

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